Cross-sectional survey reveals social media affects brand perception and consumer engagement in Sri Lanka, suggesting the need for trust-oriented strategies.
Key Points
Social media platforms significantly predicted consumer behaviour and engagement with marketing content.
The model explained 52% of variance in consumer behaviour, 66% in brand perception, and 81% in engagement.
Structural Equation Modelling indicated acceptable fit, with mediation analysis confirming the relationship between brand perception and consumer behaviour.
The negative effect of social media on brand perception highlights risks in using culturally incongruent digital strategies.