Impact of Social Media Marketing on Brand Loyalty in Online Fashion Retail Industry in Sri Lanka (SDG 09): The Mediating Role of Brand Consciousness

Objective: This study aims to elucidate the impact of social media marketing on brand loyalty in the online fashion retail sector in Sri Lanka mediated by brand consciousness (SDG 09). Theoretical Framework: The research is firmly supported by the social comparison theory, which states that comparison with other people plays a major role in social life, as it gives meaning and self-relevant knowledge. This theory is widely used in the marketing literature to change customer attitudes while enhancing consumer Behavior. Method: A survey was conducted among 385 customers who follow the selected online fashion retail shops. The present research was adapted to the convenience sampling method. Furthermore, descriptive, correlation analysis, and regression analysis were used with an inclusive analysis of the empirical results. The mediating variable is analyzed with the help of the structural equation model (SEM) by using SmartPLS. Results and Discussion: The findings confirmed that brand consciousness has a high positive impact on brand loyalty in online fashion retail shops. Additionally, the findings demonstrated a strong effect of interaction, trendiness, and e-word of mouth on social media among online fashion retail stores. Social media marketing on brand loyalty is not entirely about brand consciousness. The results show that there is partial mediation. Research Implications: The findings of the study are significant for marketing professionals in the fashion retail sector to enhance their strategies and develop more effective social media strategies. Originality/Value: This research explored that social media marketing involves targeting the audience through social networks by creating content that matches the interests of a particular user group and fits into the specifics of the functioning of a certain business activity.”