James, M.R.R.; Madhusanka, J.D.T.; Kularathna, Y.A.N.K.
(Faculty of Management & Finance, University of Ruhuna, Matara, Sri Lanka, 2024-08-21)
The retail fashion landscape has witnessed a transformative shift in consumer-brand interactions due to the evolution of the internet and the proliferation of social media platforms. This study, situated in the Western ...