Browsing by Author "Udovita, P. V. M. V. D."

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Conceptual Review on Digital Transformation of Higher Education
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Udovita, P. V. M. V. D.
With the increased impact of digital disruption in all the industries, today, the concept of digital transformation has gone beyond a mere technological shift emerged and has become an important aspect of business. Among many other different industries which are highly influenced by digital transformation and digital disruption, higher education has become one of the foremost sectors influenced by digitalization and currently has undergone rapid and diverse changes in the industry environment. Alongside, in order to achieve a successful digital transformation as well as to provide a better learning experience to the learner, this paper attempted to investigate the concept of digital transformation and provide a holistic view on digital transformation, as well as propose a framework in dimensions of digital transformation in higher education. It has followed comprehensive literature review as the main research tool and the paper is framed as a concept paper with the discussion on empirical insights. Finally, it concludes the paper with some research directions and priorities for the future studies.
Creator Economy: A Study on the Emerging Phenomenon of Content Creators and Brand Collaborations
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, M. R. C.; Udovita, P. V. M. V. D.
The creator economy is expanding rapidly worldwide, and its emergence in Sri Lanka presents unique opportunities and challenges. This study explores Sri Lankan content creators’ perspectives on brand collaborations, focusing on their roles, revenue dependence, creative freedom, audience engagement, and success metrics. It aims to bridge the knowledge gap regarding how brand collaborations influence the personal and professional lives of content creators and contribute to the growth of Sri Lanka’s creator economy. By applying Co-Creation Theory and the Match-Up Hypothesis, the study provides insights into how alignment between creator personas and brand values fosters audience engagement, trust, and authenticity in brand partnerships. A qualitative research approach was adopted, utilizing in-depth interviews as the primary data collection method. A purposive sampling technique was employed to ensure diversity in perspectives across different content categories. The study followed an interpretivist paradigm to explore the subjective experiences of participants, using thematic analysis to identify key patterns and insights. This methodology allowed for a holistic understanding of the Sri Lankan creator economy, capturing a range of viewpoints from content creators. The findings highlight that brand collaborations play a crucial role in content creators’ career development, offering opportunities for professional networking, exposure, and creative expression. However, challenges such as restrictions on creative freedom, delayed payments, and unclear contractual agreements were identified as significant barriers. Many creators reported frustration over the lack of formal recognition of content creation as a profession and the absence of a structured monetization mechanism within Sri Lanka. These limitations hinder the industry's growth, making it difficult for creators to sustain a stable income. Despite these challenges, the study reveals that Sri Lanka’s creator economy holds significant potential for innovation and economic expansion in digital marketing. The study is limited to the Sri Lankan context and does not account for variations in creator-brand collaborations in other regions or industries. The reliance on qualitative data, while valuable for depth of understanding, limits the generalizability of findings. Future research could incorporate a mixed-methods approach to further validate insights and explore the evolving nature of creator-brand partnerships over time. Theoretically, this study contributes to the growing body of research on influencer marketing by centering content creators' experiences, an area often overlooked in brand-focused studies. Practically, the findings offer actionable recommendations for content creators, policymakers, and brands. Policymakers should develop institutional support structures and enable platform-based monetization opportunities to legitimize content creation as a viable career. Brands should foster transparent, equitable partnerships that respect creative freedom, ensuring mutually beneficial collaborations. This study provides valuable insights for stakeholders in the digital marketing ecosystem, highlighting the complexities of brand collaborations in Sri Lanka’s emerging creator economy. By addressing key challenges and opportunities, this research advances academic understanding while paving the way for practical advancements in sustainable creator-brand partnerships.
Exploring the Impact of Brand Love on Consumer Purchase Intention: The Mediating Role of Brand Trust in the Soft Drinks Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Piyumini, L. G. M.; Udovita, P. V. M. V. D.
This study examines the influence of brand love on consumer purchase intention in the Sri Lankan soft drinks market, focusing on the mediating role of brand trust. It addresses the research gap concerning how emotional bonds with a brand influence purchasing decisions in a culturally diverse and highly competitive market. The study highlights the significance of emotional branding and trust-building strategies in fostering customer loyalty and increasing sales. A quantitative research approach within a positive framework was employed. Data were collected through a structured questionnaire administered to a sample of 385 soft drink consumers in Sri Lanka. A deductive approach was applied to test hypotheses regarding the relationships between brand love, brand trust, and purchase intention. Correlation analysis, multiple regression analysis, and mediation analysis were conducted to validate the proposed conceptual framework. The results indicate that brand love positively influences purchase intention, with brand trust playing a partial mediating role. Consumers with strong emotional attachment to a brand tend to develop trust, which in turn drives their purchase decisions. Findings suggest that while brand love is a key driver of purchase intention, trust strengthens the relationship, particularly in the Sri Lankan cultural and social context. This study is limited by its sample size and short-term nature, restricting its generalizability across the broader Sri Lankan market or over time. Additionally, the lack of extensive prior research on the Sri Lankan soft drinks market posed challenges in contextualizing findings. Theoretically, this study contributes to the understanding of how brand love, trust, and purchase intention interact within an emotional branding framework. Practically, it offers actionable insights for Sri Lankan soft drink companies, emphasizing the importance of trust-building alongside emotional branding strategies. These insights can help brands differentiate in a competitive marketplace and cultivate long-term consumer loyalty. Future research may explore cross-cultural influences and innovative trust-building strategies across different demographic segments and industries.
Exploring the Impact of Influencers on Brand Trust in Cosmetic Brands: Examining the Mediating Role of Perceived Influencer Credibility and the Moderating Effect of Brand Experience in the Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarathne, A. I. U.; Udovita, P. V. M. V. D.
This study examines the impact of influencers on brand trust in Sri Lanka’s cosmetic industry, focusing on the mediating role of perceived influencer credibility and the moderating effect of brand experience. The research explores how influencer characteristics—expertise, trustworthiness, and attractiveness—shape consumer perceptions, with perceived influencer credibility acting as a bridge to foster trust. Grounded in the Source Credibility Theory and Brand Experience Model, the study addresses gaps in understanding the interplay between influencer attributes, credibility, and brand trust, offering localized insights into effective influencer marketing strategies. A quantitative, cross-sectional research design was adopted under a positivist philosophy. Primary data were collected through a structured questionnaire from 295 respondents in the Western Province, ensuring a diverse and trend-sensitive sample. Descriptive statistics characterized the demographic profile, while inferential analyses, including regression and structural equation modeling, tested hypotheses and explored the relationships between influencers, perceived credibility, brand trust, and brand experience. Ethical considerations such as informed consent and data confidentiality were strictly maintained. The findings confirm that perceived influencer credibility significantly mediates the relationship between influencers and brand trust. Influencer attributes—expertise, trustworthiness, and attractiveness—positively impact consumer confidence in endorsed brands. Additionally, brand experience moderates this relationship, where positive brand experiences enhance the trust-building effect of credible influencers, while negative experiences weaken this effect. These results underscore the importance of combining influencer marketing with strong brand experiences to build lasting consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting its generalizability to other regions and industries. The cross-sectional design prevents an analysis of long-term trends in consumer behavior. Furthermore, reliance on self-reported data introduces potential biases, and the exclusive use of quantitative methods limits an in-depth exploration of emotional and psychological aspects of brand trust. Theoretically, this research extends the Source Credibility Theory by emphasizing the mediating role of perceived influencer credibility in trust formation. It also integrates the Brand Experience Model to highlight the moderating influence of experiential factors. Practically, the findings suggest that cosmetic brands should collaborate with influencers who demonstrate strong credibility and alignment with brand values. Additionally, delivering consistent and engaging brand experiences can amplify the effectiveness of influencer endorsements. Future research could explore additional moderating factors, such as cultural influences or technological advancements like virtual influencers, using longitudinal and mixed-method approaches for a deeper understanding of influencer marketing dynamics.
Exploring the Role of Influencer Marketing on Green Brand Loyalty: Study the Mediating Effect of Environmental Consciousness with Special Reference to the Personal Care Industry in Sri Lanka: A Literature Review
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidanagama, A. S.; Udovita, P. V. M. V. D.
With the increasing global focus on sustainability, consumer behavior has shifted toward environmentally conscious purchasing decisions, particularly in the personal care industry. Influencer marketing has emerged as a key driver in promoting green brands and fostering consumer engagement. This study explores the impact of influencer marketing on green brand loyalty in Sri Lanka’s personal care industry while examining the mediating role of environmental consciousness. The research provides insights into how sustainability-driven influencer strategies can enhance consumer loyalty and strengthen brand positioning. A deductive approach and quantitative research methodology were employed to validate the conceptual framework and hypotheses. Data were collected through a structured questionnaire administered to 364 respondents from the Western and Southern provinces, where awareness and accessibility to green products are relatively high. Key variables, including influencer marketing, environmental consciousness, and green brand loyalty, were measured using validated scales. Statistical analyses, including correlation, regression, and mediation analysis, were conducted using Hayes’ PROCESS macro to assess the relationships among the variables. The results indicate a significant positive relationship between influencer marketing and green brand loyalty (β = 0.737, p < 0.001). Influencers who demonstrate credibility, relatability, and expertise effectively build trust and emotional connections with consumers. Content formats such as tutorials, testimonials, and eco-friendly lifestyle demonstrations play a crucial role in driving brand loyalty. Furthermore, influencer marketing significantly influences environmental consciousness (β = 0.689, p < 0.001), as influencers serve as educators who raise awareness about sustainability and eco-friendly behaviors. Additionally, environmental consciousness positively impacts green brand loyalty (β = 0.709, p < 0.001), indicating that consumers who are more environmentally aware exhibit stronger brand commitment. Environmental consciousness also partially mediates the relationship between influencer marketing and green brand loyalty (β = 0.268, 95% CI [0.172, 0.369]), suggesting that while influencer marketing directly influences loyalty, its impact is enhanced when consumers develop a deeper understanding of environmental issues. The reliance on self-reported data introduces potential biases, as respondents may overstate their environmental consciousness or loyalty. The cross-sectional design limits the ability to track long-term changes in consumer behavior. Furthermore, the study focuses on urban and suburban areas, which may not fully represent rural populations where access to green products and engagement with influencer marketing may differ. Theoretically, this study contributes to the green marketing and influencer marketing literature by demonstrating the mediating role of environmental consciousness in shaping brand loyalty. Practically, it offers actionable recommendations for brands, influencers, and policymakers. Brands should collaborate with credible influencers who align with sustainability values to amplify green messaging and foster stronger customer loyalty. Transparency in sustainability claims and the use of engaging content formats such as eco-friendly tutorials and testimonials can enhance trust and consumer engagement. For influencers, the findings highlight the importance of creating authentic, educational content that emphasizes the environmental benefits of green products. Policymakers can use these insights to establish regulations ensuring transparency in influencer marketing campaigns and preventing greenwashing. Future research could explore the role of different social media platforms in shaping consumer perceptions of green brands and investigate cross-cultural variations in sustainability-focused influencer marketing. Additionally, examining the influence of price sensitivity and product quality on green brand loyalty would offer deeper insights into consumer decision-making.
Factors Influencing the Purchase Intention of Organic Food in Sri Lanka: The Moderating Role of Labels and Certifications
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Edirisinghe, G. D.; Udovita, P. V. M. V. D.
This study examines the factors influencing the purchase intention of organic food in Sri Lanka, focusing on the moderating role of labels and certifications. While global research highlights the importance of organic labels in consumer decision-making, Sri Lanka’s organic food market remains underdeveloped. This study investigates the impact of health consciousness, environmental consciousness, price sensitivity, and perceived quality on purchase intention, addressing the gap in understanding the role of certification systems in the Sri Lankan context. A positivist research paradigm with a deductive approach was adopted. A structured questionnaire was administered to 356 organic food consumers across Sri Lanka using a convenience judgment sampling method. A linear regression model was used to assess the impact of the identified determinants on purchase intention. The study employed a cross-sectional design to capture consumer insights at a single point in time. The results revealed significant positive relationships between purchase intention and environmental consciousness (β = 0.583, R² = 0.340, p < 0.001), health consciousness (β = 0.635, R² = 0.403, p < 0.001), price sensitivity (β = 0.546, R² = 0.298, p < 0.001), and perceived quality (β = 0.586, R² = 0.344, p < 0.001). Health consciousness had the strongest influence on purchase intention. Labels and certifications significantly moderated the relationships between these factors and purchase behavior (R² = 0.5798, p < 0.001), reinforcing their importance in enhancing consumer trust and decision-making. The study relied on variables derived from existing literature, limiting the inclusion of uniquely Sri Lankan factors. Geographically, the research was concentrated in the Western and Southern Provinces, restricting generalizability to other regions. The exclusive use of quantitative methods also limited deeper qualitative insights into consumer perceptions. This study provides actionable insights for marketers and policymakers to promote organic food adoption. Marketers should leverage labels and certifications to enhance consumer trust, highlight health benefits, and emphasize sustainability. Policymakers should strengthen national certification systems to align with international standards and introduce financial incentives for organic farmers to reduce production costs and improve market accessibility. Future research should explore regional variations and incorporate qualitative approaches for a more holistic understanding of consumer behavior.
Impact of Consumer Buying Motivations on Online Purchasing Intention Special Reference to Fashion Industry in Sri Lanka: Mediating Effect of Consumers’ Attitude towards Social Media Advertising
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madapatha, A. S.; Udovita, P. V. M. V. D.
This study investigates the impact of consumer buying motivations on online purchasing intention, with a specific focus on the fashion industry in Sri Lanka, and explores the mediating role of consumers' attitudes towards social media advertising. As social media continues to deeply permeate the lives of millions globally, marketers increasingly utilise it for advertising, yet uncertainties persist regarding consumer attitudes towards social media advertising. Within the realm of social media advertising, there exists a gap in understanding the underlying consumer motivations influencing attitudes and online purchase intentions. This research aims to fill this gap by identifying the influence of consumers' buying motivations on online purchase intentions within the context of social media advertising in the Sri Lankan fashion industry. Data were collected from 276 consumers in the Western Province of Sri Lanka through convenience sampling, and hypotheses were tested using SPSS 26 statistical software. Results indicate that utilitarian, hedonic, and content personalisation motivations significantly impact consumers' attitudes towards social media advertising. Moreover, attitudes toward social media advertising mediate the relationship between consumers' purchase motivations and online purchase intentions. The study discusses theoretical and practical implications, concludes with limitations, and suggests directions for future research.
The Impact of Cross-Cultural Advertising on Ethnocentric Consumerism with the Mediating Effect of Cultural Sensitivity: A Study in The Context of the FMCG Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sivasangari, Y. K.; Udovita, P. V. M. V. D.
This research investigates the impact of cross-cultural advertising on consumer ethnocentrism in the context of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on the mediating role of cultural sensitivity. Positioned within the context of the globalised economy and increased cross-border trade, the research explores the complexities faced by multinational corporations in formulating effective marketing strategies. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 410 participants within the employed population of Sri Lanka. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in the defense stage of cultural sensitivity, characterised by a heightened awareness of cultural differences and a preference for one's own culture, exhibit increased consumer ethnocentrism. Moreover, it highlights the defense stage of cultural sensitivity, where individuals perceive their own culture as superior, leading to increased consumer ethnocentrism. Managerially, the research underscores the need for nuanced cross-cultural advertising strategies, considering the interplay between cultural sensitivity and ethnocentrism. Similarly, the theoretical implications contribute to a more comprehensive understanding of these dynamics, urging scholars to reevaluate existing frameworks. Limitations include a focus on the FMCG industry, regional bias in responses, an age group discrepancy, and oversight of medium-specific impacts. Despite these limitations, the study provides valuable insights for marketers navigating the complex relationship between cross-cultural advertising, cultural sensitivity, and consumer ethnocentrism in the Sri Lankan context.
Impact of Electronic Word of Mouth on Purchase Intention in the Fast-Food Industry in Sri Lanka, with the Mediating Effect on Brand Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayasinghe, A. Y. M.; Udovita, P. V. M. V. D.
This study explores the influence of electronic word-of-mouth (eWOM) on purchase intention in the Sri Lankan fast-food industry, considering brand image as a mediating factor. Unlike prior research focusing on limited eWOM platforms and global contexts, this study addresses the gap by surveying 384 consumers in Sri Lanka and examining a broader range of eWOM platforms. Employing a deductive approach with multiple theoretical foundations, the study employs a survey research approach to establish hypotheses and conduct a quantitative analysis. Initial scrutiny validates the data's reliability, validity, and normality, while inferential analysis confirms regression and correlation patterns. The research findings indicate a robust direct and indirect relationship between eWOM and purchase intention. Specifically, the credibility, quality, intensity, and positive valence of eWOM significantly impact purchase intention. Consumers exhibit a heightened willingness to make purchases from brands associated with reliable, accurate, relevant, and positive eWOM, thereby enhancing the overall brand image and subsequently increasing purchase intention. While this study highlights the demonstrated impact of eWOM on purchase intention, it calls for further exploration into the moderating role of consumer attributes, the dynamics of specific social media platforms, and the influence of emerging technologies such as virtual reality and AI.
Impact of Facebook Advertising on Consumer Purchase Intention with Special Reference to Cosmetic Industry in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Henry, D. D. C. S.; Udovita, P. V. M. V. D.
This study delves into the impact of Facebook advertising on consumer purchase intention, with a specific focus on the cosmetic industry in the Western Province. Recognising Facebook's pivotal role as a tool for product promotion, particularly within the cosmetics sector, businesses are increasingly inclined to optimise their Facebook ads for enhanced efficacy. Understanding the factors influencing consumer purchasing decisions in this context becomes paramount. The primary objective of this study is to explore how Facebook advertising influences consumers' purchasing intentions, specifically within the Western Province's cosmetics market. Employing a deductive methodology, the study develops theories based on various theoretical frameworks to establish relationships between Facebook advertising and customer behaviour. Through a survey research methodology in an uncontrolled setting, this cross-sectional study meticulously examines the correlation between Facebook advertisements and consumer behaviour. The sample comprises 230 individuals selected from Generation Western Province using a simple random sampling method. Data collection involved structured questionnaires, offering a comprehensive understanding of consumer perceptions. Regression analysis, conducted using SPSS software, extracted meaningful insights from the gathered data. The study's findings reveal crucial information on consumers in the Western Province tend to make purchases when influenced by perceived benefits, engagement with advertisements, and advertising awareness. Conversely, perceived risks deter their inclination to make a purchase.
Impact of Greenwashing on Consumer Purchase Intention Special Reference to Cosmetics Industry in Sri Lanka: Mediating Effect of Word of Mouth
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Karunarathna, K. D. P. T. D.; Udovita, P. V. M. V. D.
In today's era of ecological awareness, people are increasingly concerned about environmental issues, which increases the desire for sustainable practices to protect the planet for future generations. As consumers prioritise environmentally friendly choices, businesses adapt, leading to the rise of green marketing, which responded to the growing trend of environmentally conscious consumers. However, some companies resort to deceptive tactics, such as greenwashing. Thus, this study tries to interpret the impact of greenwashing on consumer purchase intention by paying special attention to the mediating effect of word of mouth. It has developed the research model, followed by a systematic literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from a sample. A sample of 298 respondents participated in the study by adopting a convenience sampling method that falls under non-probability sampling. The findings of the study demonstrate that greenwashing has a negative and significant impact on green purchase intention, while word of mouth has a positive and significantly mediated impact of greenwashing on consumer purchase intention. Managerial implications were made for the cosmetics industry in Sri Lanka to identify the effect of greenwashing on consumer purchase intention.
Impact of Social Media Advertising on Brand Loyalty with Special Reference to Cosmetics Industry in Western Province, Sri Lanka: Mediating Effect on Brand Engagement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Premakumara, D. P. G. H. P.; Udovita, P. V. M. V. D.
This study investigates the impact of social media advertising on brand loyalty in the cosmetics industry within the Western Province of Sri Lanka, emphasising the mediating role of brand engagement. Adopting a deductive research approach, data were collected through online surveys from 392 social media users in the cosmetic sector, employing a convenience sampling method. The results reveal a positive and significant influence of social media advertising on brand loyalty. Additionally, brand engagement emerges as a mediator, positively and significantly affecting the relationship between social media advertising and brand loyalty. These findings offer insights into developing marketing strategies for cosmetic brands, highlighting the importance of leveraging social media platforms to enhance brand engagement and cultivate lasting consumer-brand relationships, ultimately fostering brand loyalty. The managerial implications underscore the significance of meaningful and relevant social media advertising in attracting and retaining defined online audiences within the cosmetics industry in Sri Lanka.
The Impacts of Brand Love on Brand Loyalty with the Mediating Role of Self-Esteem: A Study in the Fast-Moving Consumer Goods (FMCG) Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Pathirana, I. N. P. K.; Udovita, P. V. M. V. D.
This paper aims to enhance our understanding of the mediating role of self-esteem (SE) in the connection between brand loyalty and brand love, focusing on the fast-moving consumer goods (FMCG) industry in Sri Lanka. Addressing a literature gap, the study investigates how brand love influences brand loyalty through the mediating effect of self-esteem. Employing a deductive methodology and adopting the positivist research paradigm, the research utilises the Judgmental Sampling Technique to conduct a structured survey comprising 30 questions among 409 respondents. The results indicate that the relationship between brand love and brand loyalty is influenced by self-esteem, suggesting that customers develop strong brand loyalty when they have a positive association with their self-esteem. Self-esteem becomes a catalyst for brand loyalty. The study underscores the importance of brand managers intensifying marketing efforts within brand communities to highlight distinctive brand characteristics and capture consumer attention through alignment with self-esteem. The findings offer valuable insights for enhancing a brand's unique identity, leveraging self-motivation to foster consumer loyalty, and ultimately increasing a brand's revenue. Additionally, the study suggests that expanding brand communities, where acceptable peers influence purchasing decisions, can help retain existing customers and attract potential ones, thereby strengthening the brand's position in the market.
Impacts of Green Packaging on Consumers’ Green Purchasing Intention of Food and Beverage Industry in Sri Lanka with the Moderating Effect Price Consciousness
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Chathurika, N. S.; Udovita, P. V. M. V. D.
This study investigates the dynamic relationship between green packaging and consumer green purchase intention within Sri Lanka's growing food and beverage industry, while also examining the potential moderating influence of price consciousness. With a comprehensive sample size of 354 respondents aged 18 and above, the research employs a structured questionnaire featuring Likert and nominal scale questions for meticulous data collection. Through a rigorous analysis including descriptive and inferential statistical methods, the findings reveal a robust preference for green packaging among Sri Lankan consumers, indicative of a growing commitment to sustainability. Interestingly, contrary to certain prevailing research, this study suggests that price sensitivity exerts a limited moderating impact in this specific context. Unlike observations in other global regions, price consciousness does not significantly alter the established relationship between green packaging and green purchase intention within the Sri Lankan market. These outcomes yield crucial insights for stakeholders in the food and beverage sector, underscoring the need the need to prioritise eco-friendly materials, effectively communicate the value proposition of green packaging, and promote reusable alternatives. The research recommends that businesses adopt strategic pricing approaches that strike a balance between environmental responsibility and consumer affordability, recognising the nuanced role of price consciousness. This study contributes significantly to comprehending the distinctive dynamics of consumer behaviour in the emerging market, fostering a responsible and environmentally conscious industry landscape.
Investigate the Impact of Mobile Banking Service Quality on Brand Attachment with the Mediating Effect of Word of Mouth (WOM) with the Special Reference to The Banking Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshan, A. G. P. B.; Udovita, P. V. M. V. D.
This study examines the impact of Mobile Banking Service Quality (MBSQ) on Brand Attachment in Sri Lanka’s banking industry, with a focus on the mediating role of Word of Mouth (WOM). Mobile banking is a key driver of customer engagement, yet limited research explores how service quality influences brand attachment and WOM, particularly in emerging markets. This study aims to fill this gap by assessing the direct and indirect effects of MBSQ on brand attachment, offering insights into banks to enhance service quality and customer relationships. A positivist approach with a quantitative methodology was used to test hypotheses. Data were collected from 389 mobile banking users in Sri Lanka through a structured questionnaire measuring MBSQ, WOM, and brand attachment. Key service quality dimensions examined include usability, security, value-added features, and aesthetics. Statistical analyses, including regression modeling and mediation analysis, were conducted using SPSS. Results reveal that MBSQ significantly influences brand attachment, with usability and security being crucial factors. A seamless user experience and strong security features enhance trust and emotional connection. WOM was found to mediate this relationship, amplifying the impact of positive service experiences. However, the effect of MBSQ on WOM in Sri Lanka is lower compared to global benchmarks, indicating unique market conditions. The study is limited to Sri Lanka, with a sample of 389 respondents, affecting generalizability. Convenience sampling may introduce bias. Theoretically, this research advances understanding of how MBSQ, WOM, and brand attachment interact. Practically, it offers recommendations for banks to enhance usability, security, and personalized services. Encouraging WOM through referrals, reviews, and social media engagement can strengthen brand attachment. Future research should explore the role of emerging technologies such as AI and blockchain in digital banking.
Investigating the Impact of Recommendation System Effectiveness on Customer Experience in Sri Lankan E-commerce Marketplaces: The Moderating Role of Shopping Goal
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilshan, G. D.; Udovita, P. V. M. V. D.
With the rapid growth of e-commerce in Sri Lanka, personalized shopping experiences have become a key driver of customer satisfaction. This study examines the relationship between recommendation system effectiveness and customer experience in Sri Lankan e-commerce marketplaces. It explores how factors such as accuracy, diversity, serendipity, and response time influence customer experience, while also investigating the moderating role of shopping goals. A positivist research paradigm and a deductive approach were adopted, employing a quantitative research methodology. Primary data were collected through a structured questionnaire consisting of 15 questions, administered to e-commerce users in the Western Province of Sri Lanka (Colombo, Gampaha, and Kalutara districts). A total of 335 valid responses were obtained. Hypotheses were developed based on existing literature and tested using IBM SPSS 30. The results indicate that recommendation system effectiveness significantly impacts customer experience, with system response time being the most influential factor. Diversity and serendipity also exhibit positive and statistically significant relationships with customer experience, enhancing engagement and satisfaction. However, accuracy demonstrated a comparatively weaker effect, possibly reflecting the exploratory nature of Sri Lankan consumers. The moderating role of shopping goals was found to be statistically insignificant, suggesting that many users engage in browsing behavior without a predefined shopping intention. The study's cross-sectional design limits the ability to observe changes in consumer behavior over time, which is particularly relevant in Sri Lanka’s evolving e-commerce landscape. The use of convenience sampling may introduce biases, reducing the generalizability of findings. Additionally, the study focused on four sub-dimensions of recommendation system effectiveness, potentially overlooking other influential factors. The study extends the understanding of recommendation system effectiveness in Sri Lankan e-commerce marketplaces, emphasizing the importance of optimizing speed, diversity, and serendipity over accuracy. It challenges the traditional focus on accuracy in recommendation systems and highlights the need for dynamic, exploratory shopping experiences. Practically, e-commerce platforms should prioritize recommendation diversity and unexpected suggestions to enhance customer engagement and retention. By integrating personalized and serendipitous recommendations, businesses can improve customer experience and satisfaction, catering to both goal-oriented and exploratory shoppers.
The Impact of Brand Trust on Consumer Purchase Intention: The Moderating Effect of Price Sensitivity in the Organic Food Industry with Special Reference to Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ariyarathna, A. M. K.; Udovita, P. V. M. V. D.
The organic food industry is witnessing rapid global growth as consumers increasingly prioritize health, environmental sustainability, and ethical consumption. However, in Sri Lanka, factors such as high prices and limited consumer trust pose challenges to market expansion. This study examines the impact of brand trust on consumer purchase intention within the organic food industry in the Western Province of Sri Lanka, focusing on the moderating effect of price sensitivity. Brand trust is analyzed through dimensions of brand benevolence, competence, and credibility. The study aims to fill gaps in the literature on consumer behavior in developing markets, offering insights for both marketers and policymakers. A quantitative research approach was adopted using a structured questionnaire to collect data from 406 organic food consumers aged 15 and above in the Western Province. Convenience sampling was employed, and data were analyzed using descriptive statistics, correlation analysis, simple regression, and multiple regression techniques via SPSS. The research framework is grounded in the Theory of Planned Behavior, incorporating price sensitivity as a moderating variable. The results indicate that brand trust, including brand benevolence, competence, and credibility—significantly influences consumer purchase intention. Consumers who perceive an organic brand as trustworthy are more likely to purchase its products. However, price sensitivity moderates this relationship, weakening the positive effect of brand trust on purchase intention. As price sensitivity increases, the impact of brand trust on purchase behavior diminishes, suggesting that high prices act as a barrier to organic food consumption in Sri Lanka. These findings align with prior studies and highlight the challenges consumers face when purchasing premium organic products in a developing economy. This study is geographically limited to the Western Province, restricting the generalizability of findings to other regions or countries. Additionally, the use of convenience sampling may not fully represent the diverse demographics of Sri Lankan consumers. The dynamic nature of the organic food market and the challenges of accurately measuring price sensitivity also present limitations. Theoretically, this study contributes to the understanding of brand trust, purchase intention, and price sensitivity in developing markets. Practically, it provides strategic insights for marketers and policymakers. To address price sensitivity, businesses can implement flexible pricing strategies, offer discounts, loyalty programs, and bundle deals to attract cost-conscious consumers without compromising profitability. Strengthening brand trust through transparent communication about sourcing, certifications, and sustainability practices can further enhance consumer confidence. Future research should explore additional moderate factors such as lifestyle and expand the geographic scope for broader relevance.
The Impact of Buy Now Pay Later (BNPL) Payment Methods on Impulsive Buying Behavior: The Moderating Role of Financial Literacy in the Context of E-Commerce Platforms in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Abeysundara, R. H. J. D.; Udovita, P. V. M. V. D.
With the rapid adoption of Buy Now Pay Later (BNPL) payment methods in Sri Lanka’s e-commerce sector, this study examines their impact on impulsive buying behavior, focusing on the moderating role of financial literacy. While BNPL services provide financial flexibility and convenience, they also encourage impulsive spending by lowering perceived financial barriers. However, the extent to which financial literacy mitigates these tendencies remains underexplored, particularly in emerging economies. Grounded in the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), this study investigates the behavioral drivers behind BNPL adoption and impulsive buying tendencies. It also considers Sri Lanka’s unique socio-economic and cultural factors that influence consumer behavior. The findings provide insights for policymakers, e-commerce platforms, and financial institutions to promote responsible BNPL usage and financial education initiatives. This study adopts a deductive approach and an explanatory research design, drawing from TPB and TAM frameworks. Data were collected through a structured questionnaire administered to 385 respondents who had used BNPL services for online purchases within the past six months. Convenience sampling was used, and statistical analyses—including correlation and regression—were conducted using SPSS. Descriptive statistics, reliability analysis, and multiple regression techniques were employed to examine the relationships between BNPL usage, impulsive buying behavior, and financial literacy. The results confirm a significant positive relationship between BNPL payment methods and impulsive buying behavior. Consumers who frequently use BNPL services exhibit higher impulsive buying tendencies due to reduced perceived financial barriers, immediate gratification, and ease of deferred payments. Promotional offers, seamless checkout experiences, and psychological perceptions of affordability further drive this behavior. However, financial literacy moderates this relationship, with financially literate consumers demonstrating better control over their purchases and a heightened awareness of the long-term financial implications of BNPL usage. While financial literacy does not entirely eliminate impulsive buying tendencies, it significantly reduces their frequency and intensity. The study also highlights Sri Lanka-specific socio-economic factors, such as limited credit card penetration, varying levels of financial education, and cultural attitudes toward debt, which shape consumer behavior differently from developed markets. The study is subject to several limitations. The reliance on convenience sampling may introduce bias and limit the generalizability of findings. Additionally, the cross-sectional design prevents tracking long-term behavioral changes. Self-reported data may lead to response bias, as participants could overstate or understate their financial behaviors. Moreover, the study does not consider external macroeconomic factors, such as inflation, interest rates, or financial regulations, which could impact BNPL adoption and impulsive buying behavior. Theoretically, this study contributes to the BNPL and consumer behavior literature by integrating financial literacy as a moderating factor. Practically, the findings provide actionable insights for policymakers, e-commerce platforms, and financial institutions. To mitigate impulsive buying behavior, financial education initiatives should be integrated into digital financial services. BNPL providers should ensure transparent marketing strategies, helping consumers make informed purchasing decisions. Businesses can develop targeted consumer protection policies to encourage responsible BNPL usage while maintaining a balance between consumer spending and financial well-being. Future studies should employ probability sampling with a larger, more diverse sample to enhance generalizability. Additionally, longitudinal research would provide insights into how regulatory changes, technological advancements, and evolving consumer preferences influence BNPL adoption and impulsive buying trends over time. Exploring cross-cultural variations in BNPL usage could further enrich the understanding of its impact on consumer behavior globally.
The Impact of Greenwashing on Brand Trustworthiness of the cosmetic industry in western province Sri Lanka: The Mediating Role of Environmental Consciousness
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Krishantha, G. H. H. S.; Udovita, P. V. M. V. D.
With the rising demand for eco-friendly products in Sri Lanka, particularly in the Western Province, the cosmetics industry has witnessed a shift towards sustainable and organic offerings. However, greenwashing—misleading marketing practices that exaggerate a brand’s environmental efforts—has raised concerns about brand trustworthiness. This study examines the impact of greenwashing on brand trust in the Sri Lankan cosmetics industry, emphasizing the mediating role of environmental consciousness. It hypothesizes that consumers with higher environmental awareness are more negatively affected by greenwashing, leading to reduced trust in cosmetic brands. A quantitative research approach was employed, using a structured questionnaire to collect data from a sample of consumers in the Western Province. The survey assessed consumer perceptions of greenwashing, environmental awareness, and brand trustworthiness. Statistical analyses, including regression analysis, were conducted to examine relationships between variables and evaluate the mediating role of environmental consciousness. The results indicate that greenwashing has a significant negative impact on brand trustworthiness. Additionally, environmental consciousness partially mediates this relationship, suggesting that consumers with higher environmental awareness are more sensitive to greenwashing’s adverse effects on brand reputation. These findings underscore the importance of transparency in sustainability claims and the need for genuine environmental practices to maintain consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting the generalizability of findings to other regions or industries. Additionally, the cross-sectional research design limits the ability to establish causal relationships over time. The findings provide valuable insights for multiple stakeholders. Consumers will gain awareness of greenwashing tactics, enabling them to make more informed purchasing decisions. Cosmetic brands can use these insights to develop authentic, sustainability-driven marketing strategies that enhance trust and credibility. Policymakers can leverage the findings to implement regulations that discourage greenwashing and promote genuine eco-friendly business practices.