Impact of Facebook Marketing on the Purchase Intention of Generation Z: A Study on Fashion Brands

In the 21^st century, social media marketing has gained widespread popularity both in Sri Lanka and globally, with Facebook emerging as a leading platform due to its extensive user base. As a result, Facebook marketing may help to make an impact on purchase
intention. In particular, this research focused on how Facebook marketing impacts the purchase intention in fashion brands related to Generation Z by filling both the empirical and knowledge gap since there has been little quantitative analysis on these studies. Hence, one of the primary data collection methods a self-administered questionnaire was developed while covering three Facebook marketing elements; credibility, informativeness and entertainment factors. Similarly, purchase intention has been measured by Electronic Word of Mouth Marketing. In particular, data were collected from 384 respondents using the purposive sampling technique while distributing the questionnaire through social media. Data analysis was conducted by SPSS software 21 using descriptive, correlation and regression analysis. The evidence presented in this research study proved a strong positive correlation and significant positive impact from all the independent indicators on Purchase intention. Accordingly, the study results imply that the strongest to weakest influential factors are informativeness, credibility, and entertainment. The study findings of this study are highly valuable for consumers, fashion businesses, and future researchers for decision-making and optimizing marketing strategies.