Browsing by Author "Wijenayaka, S. I."

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Exploring Consumer Motivational Factors for Creating User-Generated Content in Sri Lanka’s Western Province Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandamali, K. B. S.; Wijenayaka, S. I.
User-generated content (UGC) has rapidly evolved into a crucial marketing tool with the widespread adoption of social media. Despite its growing presence, there remains a significant gap in understanding how effectively UGC influences different industries, particularly in consumer-driven markets. Many marketers have yet to fully grasp its potential, as the motivations behind content creation are not always clear. Existing research underscores the need for further exploration into the specific factors that drive individuals to generate content, making it essential to identify what truly encourages consumers to actively participate in content creation. This study aims to bridge this gap by analyzing the key motivational factors that inspire individuals to create UGC within the cosmetic industry in Sri Lanka’s Western Province. To achieve this objective, a structured research methodology was employed, following a deductive approach within the positivism paradigm. Data was collected through an online survey distributed via Google Forms, yielding a total of 384 valid responses. The questionnaire was meticulously designed, comprising 30 questions across seven sections, each aligned with critical independent variables, including economic benefits, self-expressiveness, entertainment, knowledge sharing, community engagement, and UGC generation. Additionally, demographic data was collected to ensure consistency and relevance in participant profiles. This study was anchored in the Uses & Gratifications Theory, supported by empirical literature, to establish a strong theoretical foundation. The findings of this research revealed that three key motivational factors, economic benefits, community engagement, and overall consumer motivations significantly influence the creation of UGC. These results highlight that consumers are more likely to generate content when they perceive financial incentives, feel a sense of belonging within a community, or derive personal gratification from their participation. The study’s conceptual framework was rigorously tested and validated, reinforcing its relevance in understanding consumer behavior in the digital landscape. While this research provides valuable insights, it is not without limitations. The study focused exclusively on consumers within the Western Province of Sri Lanka, which may restrict the generalizability of findings to a broader population. Future research should consider expanding the sample to include diverse geographic regions, ensuring a more comprehensive understanding of consumer motivations across different cultural and economic contexts. Additionally, incorporating qualitative methods such as focus group discussions and in-depth interviews could offer richer insights into the underlying psychological and emotional drivers of content creation. From a strategic standpoint, businesses can leverage these findings to develop more effective marketing initiatives that encourage UGC participation. By offering tangible incentives and fostering a strong sense of community among consumers, brands can create an environment that naturally inspires content generation. Moreover, facilitating seamless content-sharing experiences through user-friendly digital platforms can further amplify consumer engagement. As UGC continues to shape digital marketing landscapes, brands that successfully harness its potential will benefit from enhanced visibility, greater consumer trust, and, ultimately, increased sales and brand loyalty.
Generative AI in Content Creation: Optimizing Human-AI Collaboration in the Creative Process of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Bandara, W. W. M. J. V.; Wijenayaka, S. I.
This research explores the transformative role of generative AI in the field of content creation, with a specific focus on its application within Sri Lanka’s digital marketing industry. Generative AI tools, such as GPT models, DALL-E, and Adobe Firefly, are becoming increasingly integrated into creative workflows, offering unprecedented efficiencies and capabilities. However, this integration raises critical questions about the preservation of originality, authenticity, and the human touch in the creative process. The study investigates three levels of AI application—assisted, augmented, and autonomous—and their impact on the quality, diversity, and cultural relevance of content produced. Using the Actor-Network Theory (ANT) framework, the research examines the dynamic interplay between human and non-human actants, including content creators, digital marketing professionals, generative AI tools, and organizational guidelines. The theoretical lens highlights how human-AI collaboration shapes creative outcomes, identifying opportunities for optimization and addressing the inherent limitations of AI-driven content, such as homogeneity and lack of emotional depth. A qualitative methodology was employed, involving in-depth interviews and thematic analysis to gather insights from Sri Lankan digital marketing agencies and content creators. The findings reveal that while generative AI enhances efficiency and scalability, its outputs often lack the cultural and emotional resonance that human creators inherently provide. The research emphasizes the importance of prompt engineering and strategic human oversight to guide AI tools in producing unique, meaningful content that aligns with brand values and audience expectations. This study contributes to the broader discourse on AI and creativity by proposing actionable strategies for fostering effective human-AI collaboration. It advocates for a balanced approach where AI serves as an enabler rather than a replacement, ensuring that the creative process retains its human-centric essence. The limitations of this study highlight opportunities for future exploration. One of the main challenges is the underdeveloped state of autonomous AI in generative content creation. As technology in this field advances, further studies will be necessary to achieve a deeper and more accurate understanding. Another limitation is the lack of empirical research on consumer perceptions of AI-generated content within the Sri Lankan context. The implications of this research extend beyond content creation to inform policies and practices in AI integration across creative industries, offering a pathway for Sri Lanka’s digital marketing sector to navigate the evolving landscape of generative AI.
Impact of E-Word of Mouth on Purchase Intentions Among Generation Z: The Mediating Role of Brand Credibility in Sri Lanka's E-Commerce Industry in the Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jagoda, N. Y.; Wijenayaka, S. I.
In Sri Lanka's rapidly evolving e-commerce industry, E-WOM has emerged as a pivotal factor influencing consumer decision-making, particularly for Generation Z, who rely heavily on co-generated digital content. E-WOM has proven to be an effective tool in shaping purchase intentions among this demographic. However, despite its capacity to capture consumer attention, questions remain about how trust built through E-WOM translates into actual purchasing behavior. Additionally, past research has yet to sufficiently explore the mediating role of brand credibility, leaving gaps in understanding how E-WOM strengthens the trust and credibility between brands and consumers, especially in emerging markets like Sri Lanka. Compounding this issue is the underexplored influence of trust dimensions such as expertise, trustworthiness, and E-WOM valence on customer loyalty and purchasing behavior. While studies conducted in global contexts emphasize the importance of these dimensions, their interaction within Sri Lanka's e-commerce industry, particularly among Generation Z, has not been adequately addressed. This underscores the need for a focused investigation into the factors that maximize the impact of E-WOM on purchasing intention, while simultaneously strengthening consumer trust and loyalty in a dynamic and growing digital marketplace. This study seeks to fill these gaps by analyzing the relationship between E-WOM and purchasing intention, with brand credibility acting as a mediating variable. Operating within a positivist paradigm, the research follows a deductive approach, surveying 406 respondents aged 18-26 from Sri Lanka's Western Province. A structured questionnaire was used to measure key variables, including dimensions of E-WOM (source expertise, trustworthiness, volume, and valence), brand credibility, and their collective influence on purchasing intention. Regression and mediation analyses were conducted using SPSS to test the hypotheses and provide actionable insights. The results indicate a significant positive correlation between E-WOM and purchasing intention, with brand credibility partially mediating this relationship. Among the dimensions of E-WOM, source expertise and trustworthiness were identified as key drivers of consumer trust, while higher message volume and positive valence further amplified purchasing intentions. These findings highlight the importance of brand credibility and consistent digital communication in building trust, ultimately influencing Generation Z’s purchasing behavior within Sri Lanka’s e-commerce sector. However, the study has some limitations. The focus on Sri Lanka's Western Province limits the generalizability of the findings to other regions, including suburban areas. The cross-sectional design also restricts the ability to observe long-term changes in consumer behavior. Furthermore, by exclusively concentrating on E-WOM and brand credibility, the study overlooks other potential factors, such as cultural nuances or digital literacy, which could provide further insights into consumer behavior in emerging markets. Despite these limitations, the study offers significant theoretical and practical contributions. Conceptually, it advances the understanding of E-WOM as a critical driver of purchasing intention, while elucidating the mediating role of brand credibility in this process. From a practical perspective, the findings offer valuable guidance for e-commerce businesses aiming to enhance consumer engagement and loyalty. By prioritizing trust-building through credible and consistent E-WOM strategies, businesses can effectively influence Generation Z’s purchasing behavior. Future research could build on these findings by employing longitudinal designs, exploring additional mediators, and expanding the scope to include diverse geographic and cultural contexts.
Investigating the Factors Influencing YouTube Advertising Avoidance: An Empirical Study on Sri Lankan YouTube Enthusiasts
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, H. S. A. S.; Wijenayaka, S. I.
This study investigates the factors influencing YouTube advertising avoidance among Sri Lankan YouTube enthusiasts. It examines the roles of goal impediment, perceived personalization, and privacy concerns as independent variables. Additionally, the study explores advertising value as a mediating component, encompassing informativeness, entertainment, irritation, and credibility. The research highlights the increasing frequency of advertising avoidance behavior on the YouTube platform, with a particular focus on Sri Lankan-specific contextual factors. By incorporating theoretical frameworks such as Ducoffe’s Advertising Value Model (Ducoffe, 1996; Brackett & Carr, 2001) and the Psychological Reactance Theory (Brehm, 1966), the study contributes to the conversation on maximizing digital advertising strategies to reduce avoidance and enhance user engagement. Adopting a quantitative approach, the study surveys 384 Sri Lankan YouTube users aged 18 to 65. Demographic and behavioral data were collected via an online questionnaire using non-probability convenience sampling during the data collection phase. Statistical analyses, including regression and mediation tests, were conducted using SPSS to investigate the relationships between the variables. To ensure robustness, pretests and reliability tests were implemented, and the research components were operationalized in alignment with recognized measurement scales. The results show that goal impediment (Beta = 0.280, p < 0.001) and privacy concerns (Beta = 0.387, p < 0.001) are significant drivers of YouTube advertising avoidance, with privacy concerns being the strongest predictor. Perceived personalization has a weaker yet significant impact (Beta = 0.115, p = 0.007), demonstrating dual effects based on balance. Advertising value mediates these relationships, with informativeness and entertainment reducing avoidance, while irritation increases it. The regression model explains 44.9% of the variance in avoidance (R² = 0.449). These findings emphasize the importance of minimizing intrusiveness and improving advertising value to increase user engagement. Privacy concerns and goal impediment are identified as the main factors influencing YouTube ad avoidance. Advertisements that disrupt users’ main goals on the platform lead to negative emotional responses, resulting in heightened avoidance. Privacy concerns, especially regarding data exploitation, complicate this further. While overly intrusive personalization fosters skepticism and annoyance, well-tailored ads reduce avoidance by being more relevant. Advertising value plays a crucial mediating role, with irritation increasing avoidance, while entertainment and informativeness help decrease it. The study's findings offer valuable insights for advertisers to develop campaigns that limit intrusive elements and better align with user preferences. However, the study's focus on YouTube advertising limits its ability to address trends in cross-platform advertising, setting it apart from other digital networks. Additionally, the reliance on self-reported data may introduce social desirability bias, which could influence the accuracy of respondents’ views and behaviors. Future research could address these limitations by utilizing observational data, expanding the scope to include other platforms, and applying probabilistic sampling techniques. This paper makes a theoretical contribution to the understanding of the interactions between goal impediment, perceived personalization, privacy concerns, and advertising value in influencing individuals to avoid digital ads. These dynamics add to the literature, particularly in the context of Sri Lanka’s digital landscape, which remains underexplored. The findings provide marketers with strategic insights for creating non-intrusive yet engaging advertising experiences. Recommendations include reducing annoyance, emphasizing the value of information and enjoyment, and leveraging data-driven expertise to design more private and personalized formats. Policymakers can also use these findings to regulate ethical advertising. Future studies should focus on the long-term effects of advertising campaigns and further investigate the intricate contextual factors that contribute to ad avoidance.
The Impact of Experiential Marketing on Purchase Intention: Mediating Role of E-Word of Mouth with Special Reference to Restaurants in the Colombo District
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Herath, H. M. I. L.; Wijenayaka, S. I.
This study was conducted to examine the impact of experiential marketing on purchase intention, with a particular focus on the mediating role of electronic word of mouth (eWOM) within the restaurant industry in the Colombo district of Sri Lanka. Experiential marketing, which involves creating memorable and engaging consumer experiences, has become a critical component in shaping consumer behavior, especially in industries such as restaurants, where customer perceptions and experiences directly influence purchasing decisions. The study explores how the five key dimensions of experiential marketing—sense, feel, think, act, and relate experiences—affect consumer behavior. Additionally, the research investigates how eWOM acts as a mediating factor that enhances the relationship between experiential marketing and purchase intention. The study employs a quantitative research approach, gathering primary data from 344 respondents, out of an initial sample of 385, who have dined at restaurants in the Colombo district. After data cleaning, 327 valid responses were analyzed using SPSS 26. The results confirm that experiential marketing has a significant and positive impact on purchase intention. Among the five dimensions of experiential marketing, the sense, feel, think, and act experiences were found to play critical roles in shaping consumer purchase behavior. These dimensions—each targeting different aspects of the consumer’s sensory, emotional, cognitive, and behavioral responses—are essential in influencing a consumer's decision to purchase. However, the study reveals that the relate experience dimension, which emphasizes creating connections between consumers and the brand or other customers, does not significantly impact purchase intention in this context. The study also highlights the important mediating role of eWOM in the relationship between experiential marketing and purchase intention. The findings underscore how eWOM serves as a powerful tool for amplifying the effects of experiential marketing by spreading information about dining experiences. Positive online reviews, recommendations, and shared experiences significantly influence consumers’ purchasing decisions, as eWOM increases awareness, builds trust, and encourages engagement. This highlights the importance of digital communication in restaurant marketing strategies, suggesting that eWOM is not only an extension of traditional word-of-mouth but also a vital mechanism for enhancing the marketing efforts of restaurant businesses. Despite its contributions, the study has several limitations. One of the key limitations is its geographic focus on the Colombo district, which may restrict the generalizability of the findings to other regions within Sri Lanka or internationally. Additionally, the cross-sectional nature of the research limits the ability to capture long-term trends or changes in consumer behavior over time. Future research could address these limitations by exploring similar dynamics in different cultural and industrial contexts and adopting longitudinal designs to better understand how consumer behaviors evolve over time, particularly in response to changing marketing strategies or external influences. This research contributes both theoretically and practically to the fields of experiential marketing and eWOM. Theoretically, it enriches the literature by exploring the impact of experiential marketing on purchase intention and by clarifying the mediating role of eWOM within the Sri Lankan restaurant industry. From a practical perspective, the findings offer actionable insights for restaurant managers and marketers. The study emphasizes the importance of designing sensory, emotional, cognitive, and behavioral experiences that resonate with consumers, and it highlights the potential of eWOM as a tool to amplify these experiences and encourage greater customer engagement. The results suggest that restaurant marketers should invest in creating compelling and memorable experiences while leveraging digital platforms to encourage satisfied customers to share their experiences with others, thus further driving brand awareness and purchase intentions.
The Impact of Influencer’s Message Value and Credibility on Consumer Trust: Special Reference of Luxury Branded Cosmetics in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wickramasinghe, M. C. J.; Wijenayaka, S. I.
Influencer marketing is a widely used marketing strategy in the Sri Lankan cosmetic industry today. However, many companies do not use this marketing strategy with proper understanding. For this reason, many brands do not improve their brand but rather damage it. Therefore, there is a decrease in trust among consumers. This study investigates the impact of influencers' message value and credibility on consumer trust within the context of luxury branded cosmetics in Sri Lanka. It seeks to address gaps in understanding how key components of influencer communication, such as information, entertainment, trustworthiness, attractiveness, and expertise, affect consumer trust. Building on existing literature, this research highlights cultural nuances specific to the Sri Lankan market, distinguishing it from global studies in the field. Key arguments and findings emphasize the roles of both emotional and informational appeal in shaping trust within high-value consumer sectors. The research adopts a quantitative approach grounded in a deductive methodology. Therefore, in this study, based on the literature, the study has developed an existing model and studied how influencer message value and credibility affect customer trust using a structured questionnaire survey with 27 questions involving 321 respondents aged 18 years or above. Statistical analyses were conducted using correlation and multiple regression techniques to test hypotheses derived from a conceptual framework. These analyses examine the relationships between influencers' message components and consumer trust within the luxury cosmetics sector in Sri Lanka. Results indicate that both message value and credibility significantly influence consumer trust. Informational and entertainment values were particularly instrumental in fostering trust, as were influencer attributes such as trustworthiness, attractiveness, and expertise. The study underscores the unique importance of culturally relevant and authentic marketing strategies in the Sri Lankan luxury beauty sector. The findings align with existing research in highlighting trust as a determinant of consumer engagement but contribute novel insights into local consumer dynamics and preferences. The study's scope is limited to luxury branded cosmetics within a single geographic market, potentially constraining the generalizability of findings. Additionally, reliance on self-reported data may introduce bias. Future research could expand the framework to include broader geographic contexts, as well as longitudinal analyses to observe changes over time. The findings offer theoretical contributions by validating and refining models linking message value and credibility to trust in the context of luxury goods marketing. Practically, the study provides actionable insights for brand managers and influencers in Sri Lanka, suggesting tailored strategies that prioritize credibility and consumer engagement. Future research should explore underrepresented factors such as parasocial relationships and the long-term effects of influencer collaborations.
The Impact of Sensory Branding on Consumer Purchase Intention Among Young Adults (Aged 18-35): Special Reference to Cafés and Restaurants in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Samaranayaka, K. G. C. D.; Wijenayaka, S. I.
This research investigates how sensory branding elements such as sight, sound, smell, taste, and touch influence the purchase intentions of young adults aged 18 to 35 in the Sri Lankan café and restaurant industry. Bridging the gap in extant regional literature, this study assesses the contribution of emotional responses as mediators in the relationship between sensory branding elements and consumer behaviors. This research explores the way sensory branding practices relate to the preferences of this generation and provides actionable insight into businesses that operate in highly competitive, experiential marketplaces. The research design of this study is based on a quantitative cross-sectional approach. The primary data was collected from a sample of 385 respondents through an online survey and analyzed using SPSS to examine the relationship between sensory branding elements and emotional responses on purchase intentions. This study particularly aims at young adults due to their strong influence on market trends and susceptibility to experiential branding approaches. The findings show that visual and tactile branding elements are the main drivers of consumer purchase intentions. In addition, the gustatory stimulus—taste—is found to have a strong complementary role; the auditory and olfactory elements have moderate but stable effects. Second, emotional reactions were found to mediate these relationships, increasing the influence of sensory branding elements on consumers' behaviour. The findings outline the need for an in-depth understanding of the compound impact of sensory branding on the young Sri Lankan consumer, to whom experiences resonate through their sensory and emotional engagement. Further, the study has been limited to urban and semi-urban consumers, mostly located in cities like Colombo, thereby excluding other demographic groups such as teenagers and older people. Again, this cross-sectional design captures just a snapshot of consumer behavior, and hence seasonal or temporal changes cannot be observed. Longitudinal studies adopting a wider geographic and demographic cohort will better shed light on the effects of sensory branding. This study contributes to both theoretical and practical insights. It theoretically extends the literature on sensory branding by investigating the applicability of this concept in a culturally different non-Western market. It also examines the mediating role of emotional responses in the relationship between sensory branding elements and consumers' purchase behavior. Indeed, the findings suggest that businesses in the Sri Lankan café and restaurant industry should emphasize the visual and tactile elements like interior designs and product presentation in creating an ambience. In addition, businesses can further elevate customer experiences by integrating signature scents or distinct flavors. That way, the establishments can enrich their offer to young adults and build a better engagement with consumers. Future research in this area should further investigate the long-term effects of sensory branding applications on different demographic groups and how the integration of technologies such as augmented reality improves consumers' experiences.
The Impact of Storytelling Ads on Consumer Purchase Intention with Special Reference to the Sri Lankan Hospitality and Tourism Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ramanayaka, I. M.; Wijenayaka, S. I.
This research examines the impact of storytelling advertisements on consumer purchase intention within Sri Lanka’s hospitality and tourism industry. Storytelling has gained prominence in digital marketing as an engaging strategy to capture consumer interest. This study specifically investigates the influence of key storytelling dimensions—irritation, word-of-mouth (WOM), entertainment, memorability, informativeness, and time duration—on purchase intention, aiming to understand how these elements shape consumer behavior. A structured quantitative methodology was employed, with survey responses collected from a representative sample of individuals engaged in tourism-related activities. Advanced statistical analyses ensured the reliability and validity of the findings. A quantitative research design was adopted, utilizing a convenience sample of 384 respondents. Data was collected through an online questionnaire, making it accessible to a broad range of participants. The study followed a cross-sectional approach, capturing consumer perceptions at a single point in time. Data analysis was conducted using SPSS, and hypothesis testing was performed through multiple regression analysis to examine the relationships between storytelling dimensions and purchase intention. This approach enabled a comprehensive assessment of the factors influencing consumer decision-making within the hospitality and tourism sector. The coefficient table highlights the specific contributions of each component to purchase intention. The constant value of 0.189 signifies the baseline purchase intention in the absence of experiential factors. The findings confirm that WOM (β = 0.101, p = 0.003), entertainment (β = 0.124, p = 0.004), and memorability (β = 0.779, p < 0.001) significantly enhance purchase intention. Memorability demonstrated the strongest influence, indicating that advertisements leaving a lasting impression are most effective in driving consumer decisions. Conversely, irritation (β = -0.035, p = 0.257), informativeness (β = -0.046, p = 0.219), and time duration (β = 0.004, p = 0.887) showed non-significant effects, suggesting that while factual content and ad length are considerations, they do not directly impact purchase behavior in this context. These insights offer substantial implications for marketers in the hospitality and tourism industry. The study underscores the importance of crafting emotionally compelling and memorable storytelling advertisements to maximize consumer engagement. WOM plays a crucial role in amplifying the reach and credibility of marketing messages, while entertainment-driven content fosters greater audience retention and interaction. Marketers are encouraged to prioritize creative and immersive storytelling techniques that build strong consumer connections, ultimately influencing purchasing decisions. Despite its contributions, the study has some limitations. Its cross-sectional design restricts the ability to analyze long-term behavioral changes, and its industry-specific focus limits the broader applicability of findings. Future research could explore these dimensions across different sectors and cultural contexts, incorporating longitudinal studies to examine evolving consumer perceptions over time. By refining storytelling strategies and leveraging consumer psychology insights, businesses can enhance the effectiveness of digital advertising and strengthen their market positioning.
The Impact of User-Generated Content Quality on Brand Engagement in Restaurants: The Mediating Role of Functional and Emotional Value with a Focus on Gen Z in Sri Lanka's Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunathilaka, K. A. C. L.; Wijenayaka, S. I.
This study explores the impact of user-generated content (UGC) quality on brand engagement within the restaurant industry, specifically focusing on Generation Z consumers in Sri Lanka’s Western Province. It examines how key dimensions of UGC—content quality, design quality, and technological quality—enhance its perceived functional and emotional value, which in turn mediates the relationship between UGC quality and brand engagement. Grounded in the Stimulus-Organism-Response (SOR) model, this research addresses a critical gap in the literature regarding the multidimensional attributes of UGC quality and their role in fostering brand engagement, particularly in emerging markets. The findings aim to offer practical insights for marketers seeking to leverage UGC as a strategic tool to build deeper connections with the digitally driven Gen Z demographic. A quantitative methodology was employed to analyze the relationships between UGC quality, functional and emotional value, and brand engagement. Data were collected from 294 respondents through an online survey targeting individuals born between 1997 and 2012, residing in the Colombo, Gampaha, and Kalutara districts of Sri Lanka’s Western Province. The survey utilized a structured questionnaire with a 5-point Likert scale to assess key constructs, including content quality, design quality, technological quality, functional value, emotional value, and brand engagement. Statistical analysis was conducted using SPSS to test hypotheses and validate the conceptual framework, with mediation effects examined through advanced statistical techniques. The results indicate that UGC content quality and technological quality significantly influence brand engagement, with emotional value playing a crucial role in strengthening consumer connections. Functional value enhances practical utility, aiding in decision-making processes. High-quality UGC—characterized by visually appealing imagery, authentic reviews, and seamless technological integration—positively impacts both emotional and functional value, leading to increased brand engagement. However, while UGC design quality contributes to emotional value, it does not significantly affect functional value, highlighting a disparity between aesthetic appeal and practical utility. Emotional and functional value both serve as strong mediators in the relationship between UGC quality and brand engagement, reinforcing the need for engaging, useful, and emotionally resonant UGC to drive consumer loyalty. Despite its valuable insights, this study has certain limitations that may affect the generalizability of its findings. Geographically, it is confined to Sri Lanka’s Western Province, restricting its applicability to other regions with different cultural and economic landscapes. Additionally, its exclusive focus on Generation Z may not reflect the engagement behaviors of other demographics, such as Millennials or Baby Boomers, who interact with UGC differently. The study primarily examines social media platforms like Instagram and TikTok, overlooking broader UGC dynamics across other digital channels. Moreover, the cross-sectional design captures a single moment in time, limiting insights into evolving consumer behaviors. The reliance on self-reported data also introduces potential biases, including social desirability effects and recall inaccuracies. The study provides strategic recommendations for maximizing the impact of high-quality UGC to enhance brand engagement among Gen Z consumers in Sri Lanka’s restaurant industry. Restaurants should focus on curating visually appealing, authentic, and easily shareable UGC to establish strong emotional and functional connections with customers. Personalization, driven by customer data, along with an emphasis on storytelling and authenticity, can further deepen consumer engagement. Investing in seamless digital platforms and collaborating with influencers can amplify the reach and impact of UGC. Establishing feedback loops and ensuring brand consistency across all touchpoints will further reinforce both functional and emotional value, fostering long-term consumer loyalty and stronger brand engagement.
The Impact of Visual Aesthetics in Instagram Reels on Fashion Brand Loyalty Among Generation Z in Sri Lanka's Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Randunu, M. T. D.; Wijenayaka, S. I.
This study explores the impact of visual aesthetics in Instagram Reels on fashion brand loyalty among Generation Z in Sri Lanka's Western Province. With Instagram's rise as a key social media platform, the research examines how factors such as emotional appeal, informativeness, and content legitimacy influence brand loyalty. It also investigates the role of community engagement—via likes, comments, and shares—and how it amplifies the effects of aesthetic content on loyalty. The study is grounded in existing literature on social media marketing, visual aesthetics, and brand loyalty, providing new insights, particularly in the context of a digitally engaged and culturally diverse demographic. A quantitative research approach was used, gathering data through a structured survey of 385 active Instagram users aged 15–27 in Sri Lanka’s Western Province. These participants were chosen for their engagement with fashion brands on Instagram. Statistical analyses, including regression and mediation tests, were conducted using SPSS to assess both the direct and indirect effects of visual aesthetics on brand loyalty, with community engagement acting as a mediating factor. This methodology offers a comprehensive understanding of the role visual content plays in building loyalty within the fashion industry. The findings show that visual aesthetics significantly influence fashion brand loyalty, both directly and indirectly through community engagement. High-quality visuals, appealing design elements, and well-organized content were identified as key drivers of emotional and behavioral loyalty. Community engagement enhances these effects, as interactive features foster trust and emotional connections between brands and Gen Z consumers. These results highlight the importance of visually compelling content in building strong consumer-brand relationships, especially for fashion brands targeting tech-savvy social media users. The study does have some limitations, particularly its geographic focus on Sri Lanka’s Western Province, which may limit the generalizability of the findings to other regions with different cultural and digital landscapes. Additionally, the cross-sectional nature of the research means it cannot capture long-term shifts in consumer behavior. The focus on Instagram Reels also means other social media platforms or integrated marketing strategies may not have been fully considered in relation to brand loyalty. This research contributes both theoretically and practically. It expands the understanding of how visual aesthetics and community engagement shape brand loyalty in the digital marketing landscape. Practically, it provides actionable insights for marketers on creating content that resonates with Gen Z, urging them to focus on visual consistency, emotional storytelling, and interactive elements in their Instagram strategies. Future research could explore multi-platform dynamics and examine the long-term effects of visual content on brand loyalty to further refine strategies for fashion brands in a rapidly evolving digital environment.