Effect Of Social Media Marketing Communication On Customer Behavioral Intention Of Fast-Food Restaurant Chain Customers In Sri Lanka: Brand Image As A Mediator

Abstract

The main goal of this research was to identify the effect of two factors of social media marketing communication (social media advertising and electronic word of mouth) on customer behavioral intention in the fast-food industry in Sri Lanka. It also aimed to determine if brand image mediates the relationship between two features of social media marketing communication and customer behavioral intention. The data was collected from the customers of different fast-food restaurant chains in the western province of Sri Lanka through a quantitative survey with a well-structured questionnaire. After obtaining the desired responses, the data was analyzed by the AMOS 21- structural equation modeling. The results confirmed the significance of brand image in customer behavioral intention. Above all, the findings showed that social media advertising and electronic word of mouth have a significant effect on customer behavioral intention and brand image in the fast-food restaurant chain industry in Sri Lanka. The results also confirmed that brand image mediates the relationship between social media marketing communication features (social media advertising and electronic word of mouth) and customer behavioral intention. Theoretically, this research advances the most recent literature by exploring the mediating effect of brand image among the two features of social media marketing communication and customer behavioral intention with new empirical insights from Sri Lanka, taking into account that earlier research of this nature in the South Asia region is scarce.