IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER PURCHASE INTENTION IN THE SRI LANKAN BATIK INDUSTRY

Abstract

Although the batik industry in Sri Lanka is vital in contributing to the cultural economy, several factors such as consumer preference changes and stiff competition from other types of apparels have caused problems in the sector. With the increase in social media usage, the digital world presents an opportunity for promoting traditional goods and influencing customers' behaviors in this regard. This research aims at investigating the effect of social media marketing on purchase intention in the batik industry of Sri Lanka based on the moderating effects of social motivation, interaction, consumer trust, and perceived value. In this research, a quantitative method was used, and 322 social media users in Sri Lanka were sampled using a structured questionnaire. The data obtained was analyzed using reliability test, descriptive statistics, correlation analysis, and regression analysis. Social motivation and interaction were found to contribute positively to consumer trust and perceived value, which affect purchase intention.