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Social Media by Lorraine Tonika Chedraui Aguirre is a document available to read on EtoBox.

What is Social Media about?

The study investigates the influence of social media marketing on brand loyalty through brand awareness and brand identity during the COVID-19 pandemic, focusing on the fashion apparel industry in Sri Lanka. Utilizing a quantitative approach with 285 respondents, the findings indicate that social media marketing significantly enhances brand awareness, identity, and loyalty, with brand awareness and identity serving as mediators in this relationship. The research highlights the importance of social media in

Author

Lorraine Tonika Chedraui Aguirre

Language

EN