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FerdousAzam} and {Dr AliKhatibi} and {Dr HalinahAtan} and {Dr Isuri RocheDharmaratne} and {Sri Lanka Institute of Information Technology, Sri Lanka}}, journal={{Global Journal of Management and Business Research}}, journal={{GJMBR}}2249-45880975-585310.34257/GJMBR, address={Cambridge, United States}, publisher={Global Journals Organisation}187110 } @book{b0, , title={{Managing brand equity : capitalizing on the value of a brand name}} , author={{ DAAaker }} , year={1991} } @book{b1, , title={{Trends and shifts in apparel retail, marketing and sourcing}} , author={{ SAAhlam }} , year={2013} } @book{b2, , title={{Impact of Social Media Use on Brand Equity of Magazine}} , author={{ RBabac }} , year={2011} , publisher={MSc International Marketing} } @incollection{b3, , title={{The Impact of Social Media Marketing Medium Toward Purchase Intention and Brand Loyalty Among Generation Y}} , author={{ BK P DBalakrishnan } and { MIDahnil } and { WJYi }} 10.1016/j.sbspro.2014.07.032 , journal={{Procedia -Social and Behavioral Sciences}} 148 , year={2014} } @incollection{b4, , title={{On risk, convenience, and Internet shopping behavior}} , author={{ ABhatnagar } and { SMisra } and { HRRao }} 10.1145/353360.353371 , journal={{Communications of the ACM}} 43 11 , year={2000} } @incollection{b5, , title={{Are social media replacing traditional media in terms of brand equity creation?}} , author={{ MBruhn } and { VSchoenmueller } and { DBSchäfer }} 10.1108/01409171211255948 , journal={{Management Research Review}} 35 9 , year={2012} } @book{b6, , title={{Global social media research summary 2018 | Smart Insights}} , author={{ DChaffey }} , year={2018. 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