Browsing by Author "Perera, L. A. S. N."

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Impact of TikTok Content on TikTok Virality: The Mediating Role of Emotional Triggers in the Sri Lankan Fashion Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, L. A. S. N.; Bandara, B. S. S. U.
    This study examines the impact of TikTok content on its virality, with a focus on the mediating role of emotional triggers in the Sri Lankan fashion industry. As TikTok continues to redefine digital marketing strategies, particularly in visually driven industries like fashion, understanding how emotional appeal influences content virality is critical. This research explores how fashion brands in Sri Lanka leverage TikTok, assessing the platform’s effectiveness in capturing consumer attention and driving engagement through emotionally compelling content. A quantitative research approach was adopted, collecting primary data from 385 TikTok users who frequently engage with content related to Sri Lankan fashion brands. A structured questionnaire was administered using a non-probability convenience sampling technique. Data were analyzed using descriptive statistics, correlation analysis, and regression modeling via IBM SPSS Statistics 25. The study’s conceptual framework examines the interrelationships between TikTok content, emotional triggers, user engagement, and content virality. Findings reveal that emotional triggers play a crucial role in determining TikTok content virality. Content that evokes strong emotional responses enhances user engagement, leading to higher brand recall and consumer interaction. The study confirms that emotional triggers mediate the relationship between TikTok content and its viral reach, reinforcing prior research that highlights emotional attachment as a key driver of social media marketing effectiveness. This demonstrates that content designed to provoke emotions whether through humor, inspiration, nostalgia, or excitement—can significantly enhance brand visibility and consumer loyalty. However, the study acknowledges several limitations. The sample size of 385 respondents, while statistically adequate, may not fully capture the diversity of TikTok users in Sri Lanka across different demographics and geographic regions. Additionally, the research focuses exclusively on TikTok, limiting the applicability of findings to other social media platforms. The study also centers on the fashion industry, meaning results may not be directly transferable to other industries. Future research could expand the scope by examining multiple social media platforms and exploring cross-industry comparisons to enhance external validity. This study provides significant implications for both academic research and industry practice. Theoretically, it expands existing literature on social media marketing, specifically by examining the role of emotional triggers in content virality. Practically, the findings offer valuable insights for fashion marketers seeking to optimize their TikTok strategies. By crafting emotionally engaging content, brands can enhance consumer engagement, increase brand exposure, and drive long-term customer loyalty. Marketing practitioners can utilize these insights to design content that elicits strong emotional responses, thereby maximizing virality and digital marketing effectiveness.