Abstract:
This study was performed to discover the impact of social media marketing on Sri
Lankan online fashion retail customers' impulsive purchasing behaviour. By
conducting the research, the researchers chose to test five influencing factors of
social media marketing, namely: hedonic motivation, website quality, trust,
situational factor, and variety seeking. The study is descriptive in nature, and a
survey was carried out to test the impact. The research was single cross-sectional as
data was collected from the sample at a single point time. The unit of analysis was
online fashion retailing consumers. A convenient sampling method was used to
select the sample, and an online questionnaire was distributed among the online
fashion retail customers and observed 384 responses. One of the most significant
findings of this study was situational factors and variety-seeking, which made a
notable impact on the impulsive purchasing behavior of online fashion retail
customers in Sri Lanka. Moreover, hedonic motivation was also identified to be
positively impacting the impulsive purchasing behaviour of the customer. This paper
provides a rich and vivid understanding of social media marketing methods and
impulsive buying behaviour, which may benefit entrepreneurs, marketers, and
academics. The study recommends marketers and brand managers of the online
fashion retail industry in Sri Lanka create social media marketing strategies targeting
impulsive purchasing behaviour and create customer engagement programmes
through social media to allow customers to create conversation amongst themselves,
which will influence customers to socialize purchase impulsively.
