Abstract:
The social media is having the direct influence towers the consumers purchasing intention.
This purchasing intention having influenced on buying attitude of the customers especially
the small and medium enterprises in noticeably different from others because of their
marketing campaign. The aim of the Research paper was to explore the impact of social
media effectiveness on consumer purchase intention among women led small and medium
enterprises (SMEs) in Northern part of Sri Lanka including Jaffna, Killinochchi, Mullaithivu,
Mannar and Vavuniya. Social media effectiveness (trust, Customization, interaction, word of
mouth, trend, entertainment and customer engagement) as independent variable and purchase
intention as dependent variable. This is deductive approach of quantitative method. Primary
data were collected through self-administrated closed ended questionnaires from women led
SMEs in Northern Province of Sri Lanka. 400 questionnaires issued to women led SMEs in
Northern Province of Sri Lanka and received only 310 filled questionnaires in return. Data
were analysis with the help of SPSS (22) statistical tool. Findings of the research conclude
that that trust, customization, Interaction, e-Word of mouth, trendiness, entertainment, and
customer engagement as important factors impact on purchase intention. Mostly
entertainment and customer engagement shows higher correlation on consumer purchase
intention. Further studies could be cover entire Sri Lanka as target population.
