The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District

M, Separamadu H. N. Lakchan V. A. S.; D, Jayasinghe M. A. N.; Dharmagunawardhana, P V M S D; H.M.U.S.R, Samarasinghe; Rathnayake, Rathnayake R. M. N. M

doi:10.34257/gjmbrevol21is1pg19

Cited by 3 publications

(2 citation statements)

References 16 publications

(19 reference statements)

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“…In accordance with previously published results, the current study also reports that, "friends' likes" had the third most influential factor on generation Z consumers' fast food purchase intention. Samarasinghe (2021) reported that the social media factor "comments" had a positive impact on customers' purchase intention (t=3.483, p<0.05). Furthermore, Appel et al (2020) concluded that "comments" had a positive impact on customers' purchase intention, and the current study emphasizes the least impact of "comments" on generation Z consumers in fast food purchase intention compared to other variables in this study.…”

Section: Discussionmentioning

confidence: 99%

The Impact of Facebook on Generation Z Consumer’s Fast Food Purchase Intention; Reference to Colombo District, Sri Lanka

Liyanasooriya,

Sajeewanie,

Edirisooriya

2023

IJKIU

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Introduction: Due to the rising appeal of social media platforms among young individuals, fast-food advertisers see them as an efficient channel to promote businesses among youth. The fast-food industry has experienced a surge in popularity in Sri Lanka, particularly among the youth and individuals with hectic schedules. In comparison to other sectors, the franchise fast food industry in Sri Lanka extensively utilizes social media marketing for its promotional efforts. Objectives: To evaluate the impact of Facebook on generation Z consumers’ fast food purchase intention. Methodology: A descriptive cross-sectional study was conducted among 242 generation Z consumers (people born between 1996 and 2010). Online questionnaire was used to gather details regarding consumers' preference for fast food purchases following advertisements on Facebook. Correlation and multiple linear regression analysis were employed to analyze the data using SPSS version 25. Results: Most of the participants were males (62.5%, n=125), who belonged to the age category of 18-25 years. Findings revealed that activities such as Likes (p<0.05), Friend's Likes (p<0.05), Comment posting (p<0.05), and Sharing (p<0.05) on Facebook had a significant impact on the intention to purchase fast food. Additionally, the study indicated generation Z consumers are receptive to fast-food advertising on Facebook. Conclusion: Generation Z consumers are receptive to fast food advertising on Facebook. Therefore, Facebook will be an effective method to promote fast food among generation Z consumers. Further, advertisements on Facebook would enhance the promotion of fastfood vendors.

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Section: Discussionmentioning

confidence: 99%

The Impact of Facebook on Generation Z Consumer’s Fast Food Purchase Intention; Reference to Colombo District, Sri Lanka

Liyanasooriya,

Sajeewanie,

Edirisooriya

2023

IJKIU

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Section: Discussionmentioning

confidence: 99%

International Journal of KIU

2023

IJKIU

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International Journal of KIU is a peer-reviewed multidisciplinary open access journal published online and bi-annually in print version. The Journal provides a research platform for the researchers and practitioners in all regions of the world thus contributing new insights into current and emerging concepts, theories, research and practice through diverse disciplines. The Journal maintains high quality standards by exercising peer review and editorial quality control. Facts and opinions in articles published on International Journal of KIU are solely the personal statements of respective authors. Authors are responsible for all contents in their article(s) including accuracy of the facts, statements, citing resources, and so on. International Journal of KIU and editors disclaim any liability of violations of other parties’ rights, or any damage incurred therefore to use or apply any of the contents of the International Journal of KIU. Material submitted to International Journal of KIU considered to be original and not published or submitted for publication elsewhere. All rights reserved by International Journal of KIU. No part of this publication may be reproduced, stored or transmitted in any form or by any means without the prior permission in writing from the copyright holder. Special requests should be addressed to editor@kiu.ac.lk

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Assessing the impact of social media influencers on purchase intention of male cosmetics: mediating role of desire to mimic

Shailza,

Sarkar

2024

SN Bus Econ

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The Impact of Social Media Marketing towards the Purchase Intention among Generation Y and Z with Reference to Franchise Fast Food Industry in Colombo District

Cited by 3 publications

References 16 publications

The Impact of Facebook on Generation Z Consumer’s Fast Food Purchase Intention; Reference to Colombo District, Sri Lanka

The Impact of Facebook on Generation Z Consumer’s Fast Food Purchase Intention; Reference to Colombo District, Sri Lanka

International Journal of KIU

Assessing the impact of social media influencers on purchase intention of male cosmetics: mediating role of desire to mimic

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