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Abstract
Emergence of social media platforms have fundamentally altered the marketing landscape & become as a powerful networking force connecting people from every corner of the world. Despite the exponential growth in social media, there is limited research on its potential effect on brand equity in the Sri Lankan context. This study makes an important contribution to fill the existing gap on consumers’ engagement with brands in social media marketing through Facebook fan pages & the effects of that on brand equity with special reference to the licensed domestic commercial banks in Sri Lanka.