Relationship between Social Media Marketing Activities and Consumer Response: A Comparative Study between Generations Y and Z with Reference to Retail Fashion Wear

The study was conducted to identify the relationship between social media marketing activities (SMMA) and consumer response between Generation Y and Z. Although research has been done to determine the relationship between SMMA and customer response, there is a gap in the Sri Lankan context when comparing Generation Y and Generation Z in terms of retail fashion wear. Therefore, the objective of this study is to determine the relationship between SMMA and consumer response among generations Y and Z, concerning retail fashion wear in Sri Lanka. A deductive approach was adopted and the study was conducted as a survey by collecting data from 320 residents of the Colombo district who ranged in age from 10 to 25(Generation Z) and from 26 to 41 (Generation Y) years old using a convenience sampling technique. The results of the independent sample t-test showed that Generations Y and Z had considerably different responses for entertainment and customization. The findings of the correlation analysis showed a positive relationship between consumer response and SMMA aspects: entertainment, interaction, trendiness, customization, and electronic word of mouth (e-WOM) among the two generations. It was found that there is a stronger correlation between SMMA and consumer response for Generation Y than for Generation Z. Therefore, it is suggested to build a strong relationship with Generation Y to draw more customers from them via social media. These findings are crucial for fashion retailers to select the best generation to target when marketing their products on social media.