The Impact of Facebook Marketing on Customer-Based Brand Equity and Purchase Intention on Fashionwear Retail Industry in Sri Lanka

Purpose –This study focuses on examining the impact of Facebook marketing components customer-based brand equity (CBBE) and purchase intention (PI). 
 Design/methodology/approach – A conceptual model was developed based literature related hypotheses were tested responses 390 (FB) fans four leading fashion-wear retailers in Sri Lanka who have been selected a random basis. The data collected using an online survey analyzed structural equation modeling. Findings- results indicate that has strong equity. items entertainment, reputation relationship remain for construct to test its This finding helps recognize role from strategic point view, confirming significant contribution taking next level. Furthermore, direct not fully mediates between intention.
 Originality research applies Honeycomb which is rarely used identify marketing. Hence, this can be identified as one first kind Lanka. Further, address Fashion-wear retail industry another important but understudied sector Lanka.
 Implications article connects consumers’ opinion findings into level will useful decision making business organizations. effective use social media reduce promotional expenses. application shows appropriate criteria fill gap unavailability evaluation.