Browsing by Author "Medis, L. A. P."

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The Analysis of Physical Environment on Customer Revisit Intention through Customer Satisfaction with Special Reference to the Eco Lodges in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Fernando, J. F. S. P.; Medis, L. A. P.
This research is carried out to investigate the impact of the physical environment on customer revisit intention and the mediating effect of customer satisfaction, with special reference to the eco-lodges industry in Sri Lanka. Based on the nature of the research problem, convenience and judgmental sampling techniques were used to collect the primary data. A total of 423 consumers in Sri Lanka were selected for the sample from those who visited eco-lodges. Descriptive analysis was used to analyse the collected data for both the independent variable and dependent variable, and regression analysis and a one-sample test were adopted to test the hypotheses. According to the data analysis, the major findings indicate a less positive impact of design and ambient conditions on Eco Lodge’s industry customer satisfaction. Equipment also has a weakly negative impact on customer satisfaction. Also, the degree of social factors is high in Eco Lodge’s service stations in Sri Lanka. The analysis also confirmed that customer satisfaction mediates the relationship between the physical environment and customer revisit intention. This study contributes to the existing body of knowledge by highlighting the importance of each factor in the eco-lodges and hospitality sectors. Its application in the hospitality business and implications for future research are also discussed. Here, major research limitations are the restraint of the sampling coverage and the restriction on covering the valuable industries in Sri Lanka. The practical implications of this study highlight the value of the physical environment and emphasise the importance of customer satisfaction. Finally, the results provide detailed implications and a platform on which future research can be built. be built.
The Impact of Brand Personality on Brand Loyalty with Reference to Television Channels for the Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Perera, D. A. D. M.; Medis, L. A. P.
This article aims to analyze how Brand personality (five personality dimensions) impact on Brand Loyalty with the mediating effect of customer satisfaction with reference to the television channels for the Western province in Sri Lanka. Nowadays businesses are using different tactics in order to attract a loyal set of customers towards them. By doing those everything they are trying to build a brand personality for them intentionally of Non-intentionally, to uplift their businesses by having more leads. Specially under this television industry, television channels have a huge competition to catch their audience over others. Based on literature and gaps by using 384 respondents from Western province people it was tested. In this research primary data have collected through a well-structured questionnaire. Secondary data collected through websites, books, articles and journals. And also the questionnaire included five point Likert scale questions and the conceptual framework of this has developed to investigate the impact of the independent variable (Brand personality: Sincerity, Excitement, competence, Sophistication and Ruggedness) towards Brand Loyalty. Findings demonstrate a positive, significant impact of Brand personality on Brand loyalty regarding Sophistication, Ruggedness, Sincerity. And there were no significance relationship of competence and Excitement. under Television channels of western province in Sri Lanka. And also these findings help to understand the value of fitting with target customers’ required personalities for relevant channels’ to increase their audience by building them accordingly.
Impact of Brand Personality on Brand Loyalty with the Mediating Effect of Brand Love: Special Reference to Mobile Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Attanayake, A. M. M. P. J.; Medis, L. A. P.
Mobile Telecommunication industry has become an emerging service provider in Sri Lanka by providing a vast platform to experience variety of services to their customers. A questionnaire based survey was conducted within the consumers of this industry to collect primary data for this investigation. In the Sri Lankan context, there are only few mobile telecommunication brands are operating and some of them are leading in the competitive market while other few brands are thriving to capture the market. And most importantly, the switching rate of mobile telecommunication customers are ranked at a low level while reflecting the loyal customers of mobile telecommunication brands. Therefore, this research study is conducted to analyze the impact of brand personality on building brand loyalty with the mediating effect of brand love in the Mobile Telecommunication industry in Sri Lanka. This study has carried out both primary and secondary data collection, through an online distributed questionnaire to a sample size specified under the convenience sampling method of 384 respondents in the western province of Sri Lanka & by exploring & reviewing past literature thoroughly. The research design was both exploratory and descriptive, and the research approach was deductive method. Data were analyzed by both qualitative and quantitative methods, including descriptive tools such as percentages and graphical illustrations and correlation and multiple regression analysis. The results demonstrated that Brand Personality has a positive and significant impact on brand loyalty while brand love mediated the relationship of brand personality and brand loyalty in the mobile telecommunication industry in Sri Lanka.
Impact of Brand Personality on Consumer Purchasing Intention in Mobile Phone Industry in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Melan, M. A.; Medis, L. A. P.
The mobile phone industry is one of the faster-growing industry in Sri Lanka. Marketing managers are trying to conquest the market, and brand personality still remains an important factor to create differentiation in the market to marketing managers. Therefore, the main purpose of this research study is to explore the impact of brand personality on consumer purchasing intention in mobile phone industry in Western Province, Sri Lanka. The research began with an overview of the existing literature, and the researcher developed the model by referring to the relevant literature and the model of the existing literature. It was tested using data collected from 337 respondents of an online survey. The convenience sampling method was used to collect the primary data. And primary data was collected only from Colombo, Gampaha, and Kaluthara districts. Hypotheses were tested by using the SPSS statistics version 26. The findings of this study are Sincerity, Excitement, Competence, and Sophistication are positive and significant effects on the purchasing intention referring to the mobile Phone Industry in Western Province, Sri Lanka. And Ruggedness is not a significant effect on the purchasing intention referring to the mobile phone industry in Western Province, Sri Lanka. Furthermore, the findings help to illustrate and understand how the impact of brand personality on consumer purchasing intention in the mobile phone industry in Western Province, Sri Lanka.
The Impact of Celebrity Endorsement on Consumer Buying Behavior with Special Reference to Skin Care Products in Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Weerasinghe, D. D. T. S.; Medis, L. A. P.
This study aims to investigate the influence of celebrity endorsement on consumer buying behavior regarding skincare products in Sri Lanka. The primary objective was to assess the extent to which celebrity endorsement affects consumer purchasing decisions. The research employed both quantitative and qualitative data collected through a self-administered online questionnaire. Surveys were administered to 384 respondents from Colombo, Gampaha, and Kalutara districts in the Western Province of Sri Lanka, utilizing a convenience sampling method. The study collected primary data via questionnaires and secondary data from internet sources and magazines. A deductive approach was used in the research, with a conceptual model featuring four independent variables: celebrity expertise, trustworthiness, attractiveness, and the match-up between the celebrity and the product. Descriptive statistical tools were applied for data presentation, and SPSS version 23 was used for correlation and multiple regression analysis. The findings indicate that celebrity expertise, trustworthiness, attractiveness, and the match-up with the product significantly impact consumer buying behavior. The study concludes with specific suggestions for future research areas.
Impact of Consumer Values on Consumer Satisfaction of Foreign Travelers: with Special Reference to Adventure Tourism Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) De Alwis, T. P. G. S.; Medis, L. A. P.
The primary objective of this study was to analyze the impact of consumer perceived values on consumer/visitor satisfaction with adventure tourism activities in Sri Lanka. An integrative model was developed based on previous literature, which conceptualized the positive impact of consumer perceived values on consumer/visitor satisfaction with adventure tourism activities in Sri Lanka. The quota sampling method was employed, targeting 242 foreign travelers who had visited Sri Lanka and participated in adventure tourism activities. Data were collected through an online questionnaire survey. Descriptive statistics indicated that both consumer perceived values and consumer/visitor satisfaction were at a high level. Regression analysis revealed that social value, price value, and novelty value had a positive and significant impact on consumer/visitor satisfaction with adventure tourism activities in Sri Lanka. An additional finding of the study was that the major motivation for travelling to Sri Lanka was to "experience something different from home." Furthermore, the research provided a detailed observation of adventure tourism consumers to determine if foreign tourists have distinct value drivers for adventure tourism activities, which could have significant implications for marketing these activities to foreign tourists. Consequently, it is recommended that the tourism marketing mix be adjusted to cater to foreign travelers with differing value drivers.
Impact of Consumption Habits and Perception on the Consumption of Caffeine Sources: With Reference among the Youth Caffeine Consumers in the Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Perera, N. A.; Medis, L. A. P.
This article aims to analyze how caffeine consumption habits, specifically the consumption of caffeine sources and how the perceived ease of use moderating the related activities, and how it affects users’ perception and ultimately influence customer purchase intention. Based on a review of the literature, this study develops an integrative model, and it was tested using data collected from 387 respondents who consume caffeine within the western province through an online survey. It applied structural equation modeling to examine the mediation effect to test the hypothesis. The findings demonstrate a positive, significant impact of the factors affect the caffeine consumption, mainly the consumption habits and the perception. The results further indicate that perceived ease of use and perceived usefulness moderate the relationship between Caffeine consumption and consumption habits along with behavioral perspective with positive and significant effects. The findings contribute to understanding the level of consumer’s behavior effect the purchasing decision making and the consumption. In the Sri Lankan context, the factors that influence consumption and the understanding of caffeine sources by consumers and the effects on buying decisions have yet to be better understood.
The Impact of Corporate Brand Identity on Customer Brand Loyalty Towards Modern Trade Industry in the Western Province of Sri Lanka: The Mediating Effect of Brand Reputation
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Gunarathna, P. K. P. D.; Medis, L. A. P.
Modern trade sector in Sri Lanka, identified as an emerging competitive market. Even though many branding concepts were investigated by the previous researchers, The Corporate Brand identity on Brand Loyalty were not sufficiently investigated in the local context. This study aims to investigate the impact of Corporate Brand Identity on Customer Brand Loyalty towards Modern Trade Industry in The Western Province of Sri Lanka with the Mediating Effect of Brand Reputation. The researcher applied the quantitative approach based on the positivist research paradigm, and the researchers employed a structured questionnaire to collect the primary data. The sample was identified within the western province of Sri Lanka by collecting 383 responses using convenient sampling method. The data were analyzed using SPSS 26 statistical software. The findings demonstrate a positive, significant impact of Corporate Brand identity to Brand Loyalty. The results further indicate that Brand Reputation mediate the relationship between Corporate Brand identity and Brand Loyalty with positive and significant effect. The findings of the study have more practical contribution for the modern trade sector in for making effective corporate branding decisions.
The Impact of Corporate Social Responsibility (CSR) on Emotional Brand Attachment with the Special Reference of Manusath Derana: The Moderating Effect of Cause Related Marketing (CRM)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Nandasena, U. D. C.; Medis, L. A. P.
The purpose of this study is to investigate the impact of Corporate Social Responsibility (CSR) on emotional brand attachment, with the aim of enhancing the understanding of CSR as a marketing tool within the television media industry. The research questions addressed include examining the relationship between corporate social responsibilities and emotional brand attachment, and determining how cause-related marketing acts as a moderator in this relationship. Carroll’s Pyramid served as the conceptual framework for this study. A quantitative research design will be employed to explore the relationship between CSR dimensions and emotional brand attachment. The analysis will utilize both descriptive and inferential statistics. It is hypothesized that Ethical Responsibility, Philanthropic Responsibility, and Economic Responsibility will have a positive and significant impact on emotional brand attachment. The study's population comprises CSR-benefited television viewers, with a sample size of 386 selected from CSR-benefited viewers of TV Derana in the Western Province. Data was collected through a self-administered questionnaire. The findings indicate a strong positive relationship between all CSR dimensions and emotional brand attachment, while a negative relationship was observed between CSR and emotional brand attachment, moderated by cause-related marketing. This study contributes to a better understanding of the effect of CSR on emotional brand attachment in the Sri Lankan context.
Impact of Corporate Social Responsibility on Customer Loyalty with Special Reference to Licensed Commercial Banks in Sri Lanka: Mediate Effect of Customer Satisfaction
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sandamini, M. G. G. L.; Medis, L. A. P.
This research investigates the impact of corporate social responsibility (CSR) on customer loyalty within the banking industry, focusing on the effectiveness of CSR initiatives. The study assesses the degree of customer awareness regarding CSR initiatives and their influence on loyalty. By examining CSR projects from the customer's perspective, the research aims to redefine banks' stakeholder relationships, emphasising customer-centric CSR practices to enhance customer loyalty, reduce attrition, and boost market share and revenues. Utilising Carroll's pyramid as the conceptual framework, a quantitative research design explores the relationship between CSR dimensions (ethical responsibility, philanthropic responsibility, economic responsibility, and legal responsibility), customer satisfaction, and customer loyalty. Through descriptive and inferential statistical analyses, the study hypotheses these dimensions' positive and significant effects on customer loyalty. Adopting a convenience sampling method, the research collects 395 responses, revealing a weak impact of philanthropic responsibility variables on customer loyalty. However, a robust positive relationship is identified between all CSR dimensions and customer loyalty. This research contributes to understanding how CSR initiatives in the banking sector influence customer loyalty, providing valuable insights for strategic improvements in customer-focused CSR practices.
Impact of Customer Relationship Marketing on Customer Loyalty with Special Reference to State Sector Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Kaveesha, G. S. P. M.; Medis, L. A. P.
This article aims to analyze the impact of customer relationship marketing on customer loyalty within state-sector commercial banks in Sri Lanka. In today's competitive global marketplace, relationship marketing is recognized as a valuable tool for organizations seeking to establish enduring relationships with their customers. The significance of relationship marketing has increased in recent years as a means to foster long-term customer relationships and inspire loyalty. A quantitative research design was employed for this study. The convenience sampling method was used to collect data from 360 customers who had conducted transactions with state-sector commercial banks in Sri Lanka. Data were gathered using a structured questionnaire administered online. The findings indicate that trust, commitment, communication, conflict handling, and competence all have a positive and significant impact on customer loyalty within state-sector commercial banks in Sri Lanka.
Impact of Emotional Appeal Advertising on Consumer Purchase Intention with Special Reference to FMCG Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayasinghe, N. A. N. D. S.; Medis, L. A. P.
The vibrant Fast-Moving Consumer Goods (FMCG) sector in Sri Lanka thrives on understanding consumer psychology. The main objective of this study was to investigate the impact of emotional appeal advertising on consumer purchase intention (age 20–29) with special reference to FMCG in Sri Lanka. Questionnaires were used to collect information from respondents in Sri Lanka. The survey was conducted with 384 respondents through the convenience sampling method. For this empirical research study, primary data was collected through a questionnaire, and secondary data was collected through the internet and magazines. The researcher applied a deductive approach for this study. In this study, humor appeal, romance appeal, fear appeal, and guilt appeal were taken to develop the hypothesis. Descriptive statistical tools were applied for data presentation, and the SPSS statistical package was used. Key findings: intense romance appeal boosts product and brand context. Fear appeal works when the promoted fear matches the target audience's phobias and the brand or product is useful. Interestingly, the guilt appeal elevates viewers' accountability and responsibility, hiding the commercial's message. Combining quantitative surveys with qualitative methods like interviews or focus groups can enhance knowledge of consumer attitudes and feelings. This method would overcome the drawback of questionnaire quantitative data.
The Impact of Facebook Usage on Brand Awareness with Special Reference to Retail Apparel Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sewwandi, M. H. N.; Medis, L. A. P.
The purpose of this research study is to examine the impact of using Facebook as a social media tool on brand awareness, with special reference to the apparel industry in Sri Lanka. With the increasing importance of social media usage in society, marketers are becoming more involved in social media marketing. In today's context, Sri Lankan online audiences are highly active on Facebook. Brands are increasingly realising they need to engage in discourse with customers and listen to their views. One way that some brands are doing this is via Facebook. However, the apparel industry is looking for possible ways to improve brand awareness by using Facebook as a marketing tool. Thus, this study will cater to the management of Sri Lankan apparel companies, which will facilitate their understanding of the reactions of their consumers and brand page followers. It has developed the research model, followed by a literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. Finally, it was able to collect three hundred ninety-four responses by adopting a convenience sampling method, which falls under non-probability sampling. The study's findings demonstrate that the UGC and FGC have a significant positive relationship with brand awareness.
Impact of Factors Effect on the Customer Purchase Intension on Carbonated Soft Drinks Market: Special Reference to Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Piushan, H. A. D. D.; Medis, L. A. P.
As competition in the market intensifies, gaining a thorough understanding of customer behavior has become increasingly crucial in the business context, particularly in marketing. Product manufacturing companies, in particular, focus on customer purchase intentions to maintain their market reputation. The primary objective of this study was to assess the impact of independent variables: namely, customer knowledge, product packaging, perceived value, and celebrity endorsement on the dependent variable of purchase intention. This study elucidates the significant relationship between these independent variables and purchase intention, highlighting a positive correlation. A quantitative approach was employed for data collection using structured questionnaires. Out of 384 issued questionnaires, data were collected and analyzed using SPSS. The results indicate that perceived value, customer knowledge, and celebrity endorsement all have a significant relationship with purchase intention.
Impact of Influencer Marketing on Consumer Purchase Decisions of Sri Lankan Domestic Tourists in Adventure Tourism: Mediation Effect of User Attitude
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Yasoda, J. A. H.; Medis, L. A. P.
The majority of content creators, bloggers, celebrities, and travellers utilize social media to share and disseminate their travel experiences with their communities. Consequently, the primary objective of this research study is to ascertain how influencer marketing impacts the sale of services in Sri Lanka's adventure tourism industry by proposing and testing a developed conceptual model. The Source Credibility Model serves as the theoretical framework for this study. Source credibility is treated as an independent variable, encompassing three dimensions: attractiveness, expertise, and trustworthiness. In this study, purchase intention is the dependent variable. Data were collected from 309 respondents via an online questionnaire, and responses were measured on a five-point Likert scale. The analysis, conducted using the Statistical Package for the Social Sciences (SPSS), revealed that purchase intention is more strongly positively related to attractiveness than to trustworthiness and expertise. The mediating effects of customer attitude were also identified. The study further examines implications, limitations, and suggestions for future research.
Impact of Instagram Influencer Marketing on Consumer Purchasing Intention: The Mediating Effect of Brand Consciousness with Special Reference to the Fashion Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Nawarathna, P. H. S. K.; Medis, L. A. P.
This study aims to investigate the impact of Instagram influencer marketing on consumer purchasing intentions in the fashion industry. Additionally, it examines the relationship between brand consciousness and purchasing intentions through the research questions posed in the study. The research employs the Source Credibility Model and Source Attractiveness Model. The independent variables include influencer trustworthiness, expertise, similarity, familiarity, and likability, with purchase intention as the dependent variable. Brand consciousness serves as the mediating variable. A quantitative method was utilized, and hypotheses were tested using data collected from 355 Instagram users in Sri Lanka, who are above 15 years old and follow fashion social media influencers (SMIs). Data were gathered through an online survey and analyzed using the Statistical Package for the Social Sciences (SPSS). The findings indicate a strong positive relationship between all dimensions of Instagram influencer marketing and consumer purchasing intentions, with the mediating effect of brand consciousness. In the Sri Lankan context, the impact of Instagram influencer marketing on consumer purchasing intentions has yet to be fully comprehended.
Impact of Online Customer Reviews on Purchase Intention of Hotel Packages with Special Reference to Western Province Residence in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Gihan, M. M. K.; Medis, L. A. P.
Normally consumers like to perceive more risks which associated with purchasing tourism services because they cannot easily evaluate tourism destinations and services before they make the consumption due to the intangibility and heterogeneity of tourism services. In today's ever-dominant online society dominated by mobile device usage and search results, word of mouth has been replaced by social media and online review websites. Lack of bad reviews, good reviews, or critiques can make or break a business and it is essential to understand their impact. A lot of opinions on hotels, travel destinations and services are often provided in the form of online consumer reviews. But when it comes to the Sri Lankan context, there is a lack of information on how indicators of online customer reviews to make their purchase decisions. Having recognized this gap, this study was designed to investigate the influence of consumer online reviews on purchase intention hotel packages. For the study, independent variables were examined with their impact on purchasing intention. The four independent variables examined in the study are source reliability, timeliness, the validity of reviews, and the length of reviews. All alternative hypotheses were accepted and those variables were a significant positive impact on the purchase intention of hotel packages. To test the hypotheses, the correlation was calculated and regression analysis has been processed to determine the impact.
Impact of Restaurant Experience on Customer Loyalty: Mediating Role of Customer Satisfaction with Special Reference to Full-Service Restaurants in Colombo District, Sri Lanka
(Department of Finance, Faculty of Commerce and Management Studies University of Kelaniya Sri Lanka, 2021) Peiris, G. V. D. T.; Medis, L. A. P.
The purpose of this study is to investigate which restaurant experiences influences customer loyalty. The study examines at connections between restaurant experiences and customer loyalty at full-service restaurants in Colombo District, Sri Lanka. The mediating role of Customer Satisfaction on the creation of Customer Loyalty is also investigated in this study. Depending on the literature review, this study develops a Conceptual Framework, which was tested using 384 restaurant customers through an online survey. The research results of this study suggest that: (a) A restaurant experience positively influences customer loyalty, (b) customers’ restaurant experience positively impact to the customer satisfaction, (c) customers’ satisfaction positively impact to the customer loyalty, (d) customers’ satisfaction mediate the relationship between restaurant experiences and customer loyalty. These findings provide a basis for determining which restaurant experiences are critical in generating customer loyalty and which have behavioral consequences. This research also provides managers with information into developing marketing strategies to improve customer retention in the full-service restaurant industry in Colombo District, Sri Lanka, in order to survive in the strong competition.
Impact of Retail Store Atmosphere on Customer Purchase Intention: Special Reference to Supermarkets in Kurunegala Urban Area
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Karunaratne, K. P. D. S. D.; Medis, L. A. P.
This study aims to investigate the impact of store atmosphere on consumer purchasing intentions in the supermarket industry in the Kurunegala urban area. Four contributing factors to the store atmosphere are being identified: cleanliness, music, lighting, temperature of the store atmosphere as independent variables, and purchase intention as the dependent variable. A quantitative method was used, and hypotheses were tested using data collected from 250 supermarket users. That was distributed among supermarket users in the Kurunegala urban area through an online survey of those who are above 18 years old and below 60 in Kurunegala. Statistical Package for the Social Sciences (SPSS) was used to analyse the data. The findings demonstrate that there is a strong positive relationship between all store atmosphere dimensions and consumer purchasing intention in the Sri Lankan context; the effect of store atmosphere on consumer purchasing intention has yet to be better understood.
The Impact of Social Media Marketing on Consumer Purchase Intention on Franchised Fast-Food Industry in Western Province, Sri Lanka with the Mediating Effect of Brand Trust
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Wimalajeewa, G. L.; Medis, L. A. P.
Technology plays a major role in the present era, as technology has been updating day by day. Accordingly, social media plays a key role in the technological era as one of the major online communication platforms. The purpose of the research is to examine the impact of social media marketing on purchase intention with the mediating effect of brand trust, with special reference to the franchise fast food industry in the western province. The methodology has been designed by using positivism research philosophy and a deductive research approach to identify the facts that have been developed through the conceptual framework on social media marketing in online communities, online advertising, and electronic word of mouth as the sub variables in the quantitative research strategy. The primary data collection has been employed with a well-structured online survey questionnaire with 384 respondents from franchise fast food customers in the western province. According to the findings of the research, there is a positive impact of social media marketing on purchase intention. This study has major implications for both theoretical and managerial implications. By using these insights, marketers in Sri Lanka's franchise fast food sector can maximise their efforts in digital marketing by customising their campaigns to appeal to the tastes and expectations of their target market. In the Sri Lankan context, the impact of social media marketing on consumer purchase intention can be further examined in relation to a specific industry.