Influence of Social Media Marketing on Brand Choice among Sri Lankan Youth (With Special Reference to Mobile Telecommunication Brands)

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dc.contributor.author Warnakulasooriya, U.S.
dc.date.accessioned 2019-06-07T10:05:33Z
dc.date.available 2019-06-07T10:05:33Z
dc.date.issued 2012
dc.identifier.other UWU/ENM/08/0052
dc.identifier.uri http://erepo.lib.uwu.ac.lk/bitstream/handle/123456789/921/UWULD-ENM-08-052-01042019104713.pdf?sequence=1&isAllowed=y
dc.description.abstract Social media has become a major part in a person's life in these years. Millions of people use social media websites to search their friends online, connect with them and communicate with them. This has become an ideal platform for companies to identify their target customers more clearly and develop their marketing strategies accordingly. It is observable that in Sri Lanka with the growing importance of interne in day to day life, social media has gained rapid acceptance in the minds of youth. There are contradictory ideas in the research literature about the influence of social media marketing on brand choice. Therefore the primary objective of paper is to identify the influence of social media marketing on brand choice among youth in Sri Lanka. It also aims at assessing most influence factors on those variables and social media usage patterns in Sri Lanka. These objectives were achieved by gathering and analyzing data from Colombo, Kandy, and Galle districts in Sri Lanka. Thus the research justifies there is a strong influence from social media marketing on the brand choice among Sri Lankan youth. en_US
dc.language.iso en en_US
dc.publisher Uva Wellassa University of Sri Lanka en_US
dc.subject Entrepreneurship And Management Degree Programme en_US
dc.title Influence of Social Media Marketing on Brand Choice among Sri Lankan Youth (With Special Reference to Mobile Telecommunication Brands) en_US
dc.type Thesis en_US


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