Abstract:
This study explores the influence of social media usage on purchasing intention
within Sri Lanka’s emerging fashion design industry, addressing a research gap in
local empirical evidence compared to global findings. The investigation focuses on
four independent variables: trendiness, frequency of social media use, user-generated
content (UGC), and electronic word of mouth (eWOM). Employing a quantitative
research approach, data were gathered from 384 youth social media users aged 15–
29 across all provinces of Sri Lanka via a structured questionnaire, using convenience
sampling. Analytical techniques included reliability and validity testing, descriptive
statistics, correlation, and multiple regression analysis conducted through SPSS.
Findings revealed that trendiness, UGC, and eWOM have significant positive effects
on purchasing intention, while frequency of social media use demonstrated a modest
negative effect, suggesting overexposure may reduce purchase motivation. These
insights emphasise the dual role of social media as both a promotional tool and a
complex influencer of consumer behaviour in the Sri Lankan fashion context. This
study contributes uniquely by contextualising social media’s impact on fashion
purchase intentions within Sri Lanka's cultural and digital landscape. Practical
recommendations are provided to assist fashion brands and marketers in optimising
social media strategies to boost consumer engagement, trust, and loyalty in an
increasingly digital marketplace.
