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The development of social networking platforms on the internet tremendously impacts to the facilitation of global social interconnections. Consumers are influenced by a variety of social networks in which Facebook plays a major role. Considering the rising Gen Y’s Social Networking Sites (SNS) involvement, modern fashion brands consider Facebook as a business take-off tool. Thus, the objective of this study was to investigate factors influencing Gen Y consumer conformity behaviour in SNS in the context of the retail fashion industry in Sri Lanka. A deductive, cross-sectional research inquiry was carried out using five independent variables, which equipped a field survey of (N=214) respondents belonging to Gen Y from the Colombo District, Sri Lanka. Research instrument of 32 items used in which the responses were ranked based on a seven-point Likert scale. Findings carry practical implications in focusing on the influential factors on Gen Y consumer conformity behaviour in SNS in driving retail fashion industry.

wayamba journal of management

Factors Affecting Generation Y’s Consumer Conformity Behaviour in Social Networking Sites; with Special Reference to Retail Fashion Industry in Colombo District, Sri Lanka