9th Student Research Conference in Marketing (SRCM) - 2025

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Impact of Facebook Advertising Strategies on E-Brand Loyalty of Gen Z: Examining the Mediating Effect of Negative Sentiments with the Special Reference to Franchise Cafes in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Prarthana, M. D. S.; Subasinghe, S. M. A. N. M.
The research examines the impact of Facebook Advertising Strategies on e-branding commitment with special emphasis on the Franchise Cafes in Sri Lanka of the Generation Z. The research explores the role of social media in brand interactions among Gen Z consumers in Sri Lanka's Franchise cafes. Aware of the fact that consumers of this age appreciate social media in brands interactions, the research offers understanding of the digital marketing activities that appeal to this segment. Another contributing factor in this study is the negative attitude factors and its formation of perceptions of E-brand loyalty. In this study, quantitative data is gathered from Gen Z customers who interact with Franchise cafes in Sri Lanka. These findings present important implications for the marketers in the Franchise Cafe industry who are keen to optimize their social media messages for an empowered audience. This research adopts a Positivism philosophy and a deductive research approach to analyze Facebook Advertising Strategies and Gen Z’s e-brand loyalty in Franchise Cafes in Sri Lanka. In data collection, the study employs questionnaires, the primary objective is to obtain information from individual Gen Z consumers. All the questions in the questionnaire are on Likert scale since it is more appropriate for comparison. Real-life consumers of Gen Z are chosen as a representative sample for generalization of the research results and the targeted sample size is 385 responders. As Sampling method, purposive sampling approach was used to select individuals who frequently use Facebook and visit Franchise Cafes. As data analysis techniques, data analysis employed quantitative methods, including the use of descriptive statistics (mean, median, mode, standard deviation) and inferential analysis (correlation, regression, mediating analysis). The statistical tool that is used for data analysis is SPSS. Reliability was assessed using Cronbach’s Alpha and validity was tested through construct validity measures. Secondary data is collected from literature and industry reports. The study examined that element like likes, shares, comments, and clickable links enhance Gen Z's engagement and loyalty in e-brands. Factors like attractiveness, message comprehensiveness, and creativity influence advertisements' effectiveness. High-quality imagery and meaningful messages were found to increase brand loyalty and Facebook Stories were effective for Gen Z. Demographic and behavioral targeting were identified as key strategies. Negative sentiments mediating the relationship between Facebook advertising strategies and e-brand loyalty. This research study investigates the relationship between Facebook advertising strategies and e-brand loyalty of Gen Z consumers in Franchise Cafes in Sri Lanka. The study found that factors such as ad engagement features, content, location, platform, and precision in targeting consumers positively influence e-brand loyalty. Efficient strategies were found to reduce negative sentiments, while inadequate campaign approaches, such as wrong category targeting, low-quality messages, or posting ads at the wrong time, generated unfavorable perceptions. Negative sentiments partially mediate the relationship between Facebook advertising strategies and e-brand loyalty, suggesting businesses need to pay close attention to negative feedback to improve their advertising strategies. The study's reliability, validity, and normality test results confirmed the validity of the research, confirming the duality of loyalty and consumer sentiment management in advertising strategies. The research provides useful recommendations for marketers targeting Gen Z in Franchise Cafes in Sri Lanka. The study on e-brand loyalty in Sri Lankan Franchise Cafes is limited by its time frame, geographical scope, and sample population. It may not consider cultural or economic factors influencing loyalty. The results are specific to Gen Z, not Millennials or Gen X. Negative sentiments are subjective and influenced by individual experiences, emotions, and cognitive biases. E-brand loyalty is complex and includes personal experiences, perceived competitive offerings, and brand image. Longitudinal investigations may be more useful to understand the long-term effects of advertising strategies on loyalty. Franchise cafes can optimize their Facebook advertising strategies by engaging retargeting ads and lookalike audiences, focusing on products like premium drinks, creative meals, membership, and discounts, and using free content from clients. Mobile advertising, Facebook stories, and integration with Instagram can help Gen Z stay engaged. Engaging in polls, Q&A sessions, and hosting live videos can also help. Building and sustaining brand loyalty can be achieved through eco-friendly or social responsibility campaigns, unique selling propositions, and affiliation programs. Managing negative emotional appeals can be done using tools for analyzing sentiments in comments, reviews, and shares, and crisis management. Enhanced budget allocation can be achieved by treating advertising formats and targeting methods as priority areas, and reducing advertising expenditures on locations or age, gender, geography, or other classes that do not improve brand equity. Building strong customer relationships through emotional bonds, direct interactions, and events can help customers have memorable experiences. Future research should explore marketing tactics on other social media platforms, cultural and regional differences in Sri Lanka, comparative studies across industries, longitudinal studies on loyalty, and the role of influencers in Facebook ads. By implementing these recommendations, Franchise cafe stakeholders can improve Facebook advertising strategies and increase e-brand loyalty among Gen Z consumers.
Impact of Online Brand Communities on Brand Tribalism among Smart Mobile Phone Users in Sri Lanka: the Mediating Role of Perceived Brand Value and Differentiation
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Premathilake, W. H. G. R. P.; Dissanayake, D. M. R.
This study investigates how brand tribalism among Sri Lankan smartphone users is impacted by Online Brand Communities (OBCs). It looks at how OBCs affect tribalism, emphasizing the mediating functions of differentiation and perceived brand value. The study fills in knowledge gaps about cultural influences on brand tribalism in non-Western contexts by situating it within Sri Lanka's collectivist society. Additionally, it looks into how OBCs promote loyalty and a sense of belonging, which boosts brand advocacy in the competitive smartphone market. It also provides insights into how to use digital communities to engage and stand out from the competition. Using a mixed-methods approach, the study combined qualitative insights with quantitative questionnaires. 388 participants completed structured online surveys that focused on important criteria such community involvement, brand advocacy, content quality, and brand-related aspects. Regression and mediation modelling were among the statistical techniques used to investigate the connections between brand tribalism, differentiation, perceived brand value, and OBC involvement. This study explores the impact of Online Brand Communities (OBCs) on brand tribalism among smartphone users in Sri Lanka, focusing on the mediating roles of perceived brand value and differentiation. The findings reveal that OBCs significantly enhance emotional bonds and shared identity, fostering tribal loyalty and advocacy. Perceived brand value, including utility, quality, and emotional satisfaction, mediates this relationship by strengthening consumer loyalty. Differentiation through innovation, exclusivity, and storytelling further enhances tribal behaviours by creating a sense of belonging and exclusivity. Community engagement—active participation, user-generated content, and event involvement—emerged as critical drivers of tribal loyalty. Quality content, characterized by informational value, entertainment, and relevance, enhances trust and community cohesion, while brand advocacy, including positive word-of-mouth and brand defence, reinforces communal identity and loyalty. Younger users (18–34 years) were the most active participants, with Apple leading as the preferred brand for tribal engagement. The study underscores the strategic importance of vibrant and interactive OBCs, innovative differentiation, and engaging content in fostering tribal loyalty, offering actionable insights for brands in Sri Lanka’s competitive smartphone market. There are several limitations that could affect the study's findings. By only providing a glimpse of the relationships between variables, the cross-sectional design restricts insights into how they change over time. The concentration on Sri Lanka's collectivist society may limit generalizability to other cultural contexts, and the online data gathering process may have biased the sample by excluding fewer tech-savvy individuals. Additionally, because these users are more likely to be devoted and hold positive views, the study only included participants who had previously participated in OBCs, which may introduce bias. It also avoids technical barriers like poor device quality or internet connections that can limit OBC participation. Additionally, the positive effects of OBCs are highlighted at the expense of some bad behaviours, such as exclusion or brand conflicts. Finally, although the study examined perceived brand value and differentiation, it omitted other factors that would provide a more complete picture, including customer creativity or social influence. For a more comprehensive understanding of OBCs and brand tribalism, future research might address these issues by utilizing longitudinal designs, investigating a variety of contexts, and incorporating both positive and negative dynamics. By placing brand tribalism within Sri Lanka's collectivist culture, this study adds important insights to the body of knowledge on emerging markets. It emphasizes how perceived brand value and distinctiveness are used by Online Brand Communities (OBCs) to promote advocacy and loyalty. The results go beyond current theories by highlighting how emotional ties and digital interaction contribute to brand tribalism. From a practical standpoint, the study emphasizes the importance of dynamic OBCs in fostering emotional bonds with customers. Brand value and differentiation are increased by tactics like storytelling, special privileges, and tailored content, which encourage advocacy and loyalty. It places a strong emphasis on originality and distinctive qualities to make brands stand out in crowded markets. The study highlights the influence of cultural nuances on consumer behaviour, recommending that brands align community strategies with local norms. Leveraging Sri Lanka's collectivist culture can strengthen tribal ties by fostering identity and belonging in OBCs. Additionally, the research provides a framework for applying these strategies in other developing markets, showcasing digital platforms as powerful tools for enhancing consumer-brand connections and guiding the development of tailored marketing strategies to build enduring brand loyalty.
Experiential Marketing Strategies on Brand Love: A Study of Franchised Fast-Food Chains
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Navodya, E. K. A. P.; Gunawardane, W. A. D. N. R.
Franchise fast-food chains in Sri Lanka face a growing challenge, especially in attracting and retaining the Generation Z segment. The study uses the experiential marketing framework to investigate the impact of experiential marketing strategies on Brand Love among Generation Z consumers in franchised fast-food chains in Sri Lanka. A quantitative approach was used, where data was gathered through the online survey responses of 359 responses were analysed. The results indicated a significant association between experiential marketing dimensions and brand love by confirming the theoretical framework. Further business strategies should prioritize emotional and relational connections to attract and retain Generation Z consumers. Sensory and behavioral strategies can complement these efforts, whereas cognitive-focused approaches may be less effective in this context. Theoretical contributions include validating Schmitt’s framework and expanding its application in low-involvement industries. The study focuses only on franchised fast-food chains in Sri Lanka, targeting only Generation Z consumers in one geographic region. Therefore, studies of other industries and demographics in the future will increase generalizability.
Factors Influencing Gen-Z Consumers’ Purchase Intentions for Carbonated Soft Drinks: The Mediating Role of Attitudes Toward Sugar Labeling
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Geethanjana, R. S.; Bandara, B. S. S. U.
This study examines the factors influencing Gen-Z consumers’ purchase intentions for carbonated soft drinks in the Western Province of Sri Lanka, with a particular focus on the mediating effect of attitudes toward sugar labeling. Carbonated soft drinks are widely consumed globally, including in Sri Lanka, where they have become an integral part of daily consumption habits, particularly among young adults and adolescents. Gen-Z, a key target demographic for these products, continues to demonstrate high demand for carbonated soft drinks despite growing awareness of health risks associated with sugar consumption. To mitigate these risks, the Sri Lankan government has mandated sugar labeling on carbonated beverages to enhance consumer awareness. However, a paradox exists where Gen-Z consumers, despite acknowledging health concerns, continue purchasing these drinks, indicating a discrepancy between health attitudes and actual behavior. This study investigates health consciousness, nutrition knowledge, general health interest, and awareness as independent variables, with purchase intention as the dependent variable, and attitudes toward sugar labeling as a mediating variable. A deductive research approach was adopted, utilizing a conceptual model validated through a structured survey. The study developed nine hypotheses examining the relationships between key variables. A questionnaire with 26 items was distributed among Gen-Z consumers aged 16 to 27 years in the Western Province, yielding 390 valid responses. Data were analyzed to assess the significance of the proposed relationships. Findings reveal that attitudes toward sugar labeling significantly mediate the relationship between health consciousness, nutrition knowledge, general health interest, and awareness with purchase intention. While sugar labeling positively influences health-conscious consumers, its impact is weaker among non-health-conscious individuals, who prioritize taste preferences or express skepticism about labeling reliability. Although all hypotheses were supported, findings indicate that Gen-Z consumers in Sri Lanka exhibit relatively low awareness of sugar labeling policies and their implications. This study acknowledges several limitations. As a positivist research study, the reliance on a structured questionnaire may limit respondents' ability to express broader perspectives due to the absence of qualitative insights. Additionally, self-administration of the survey may introduce response biases, including misinterpretation of questions, inattentive responses, and inaccurate self-reporting. The findings have important implications for policymakers, marketers, and public health professionals. The study underscores the need for stricter enforcement and standardization of transparent sugar labeling to facilitate informed consumer choices. For marketers, the research highlights opportunities to target health-conscious Gen-Z consumers through product innovations, strategic advertising, and low-sugar or sugar-free product offerings that align with Gen-Z values and health preferences.
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.
Impact of Corporate Social Responsibility (CSR) on Brand Image of Banking Industry in Sri Lanka: with the Mediating Effect of Emotional Attachment
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kaluarachchi, K. A. S. S.; Weerasiri, R. A. S.
This study explores the impact of corporate social responsibility (CSR) on brand image in the Sri Lankan banking sector, with emotional attachment as a mediating factor. It addresses significant empirical and practical gaps by focusing on the limited understanding of this research context. While existing studies often emphasize the dimensions of CSR – such as economic, legal, ethical, and philanthropic responsibilities, but they tend to ignore the emotional and environmental aspects, which are increasingly important in today’s competitive marketplace. Despite the recognized importance of CSR, there is a lack of comprehensive research on its impact on brand image as mediated by emotional attachment. This study aims to bridge the gap by investigating this question. In addition, the research evaluates the effectiveness of various CSR dimensions to identify the areas that have the most impact on enhancing emotional attachment. The practical gap of this research lies in the insufficient integration of CSR with measurable impacts on brand image. Despite CSR investments, banks lack strategies to evaluate their effectiveness. Many banks approach CSR as an annual routine, often repeating the same activities year after year, rather than leveraging these initiatives strategically to foster emotional attachment and enhance brand image. This routine approach creates a gap, as CSR programs may lack the ability to form deeper emotional connections between the brands. Banks engage in CSR activities that offer societal benefits but are not fully integrated into their core business values. That means the identified gaps highlight the lack of integrated strategies of CSR initiatives in the Sri Lankan banking sector, where CSR activities are often conducted as a matter of course, disconnected from core business objectives. The objectives of this research are to investigate how CSR influences the brand image of the banking industry in Sri Lanka, with emotional attachment acting as a mediator. The study also explores which types of CSR initiatives most effectively foster emotional attachment and the extent of CSR's impact on brand image. In this research, a deductive approach was employed. The researcher developed hypotheses based on existing theories such as Carroll's Four-Dimensional CSR Framework and the Triple Bottom Line Theory. Primary data was obtained through structured surveys, while secondary data was collected from academic literature, industry reports, and financial institution reports. This structured methodology sets the foundation for analysing the interplay between variables. A structured questionnaire was distributed among 385 respondents aged 18 and above, eligible to open regular savings accounts in all provinces of Sri Lanka. Descriptive and inferential statistical techniques, including frequency, correlations, and regression analyses, were employed to derive the findings. SPSS software was used to analyse the data. The demographic profile of the respondents was analysed based on gender, age, province, and income. Cronbach’s alpha for the scales exceeded 0.7, confirming consistency, and the KMO value of 0.948 indicated the suitability of the data for factor analysis. Skewness and kurtosis analyses confirmed the data’s normal distribution. Regression analysis demonstrated that CSR has a positive impact on brand image and significantly influences emotional attachment. Emotional attachment positively affects brand image. The mediating role of emotional attachment in the relationship was confirmed, supporting the research hypotheses with significant indirect effects. Analysis of this research showed strong positive correlations among all three variables. While most CSR dimensions significantly contributed to Brand Image, philanthropic activities did not show a significant effect. This deviation suggests that while voluntary and charitable activities may contribute to social goodwill, they may not directly translate into improved brand perceptions in the Sri Lankan banking industry, highlighting the need for more strategic integration of philanthropic efforts into broader CSR strategies. This suggests that consumers may prioritize other CSR dimensions, such as financial stability and ethical behaviour, over the bank’s philanthropic efforts when evaluating a bank’s brand image as a financial service provider. This study expands CSR theories and offers practical insights for banks to align strategies and enhance brand image. Theoretically, it expands on Carroll’s Four-Dimensional CSR Model and the Triple Bottom Line theory. It highlights the importance of aligning CSR initiatives with emotional and cultural values to enhance brand image in diverse markets like Sri Lanka. Practically, the findings provide banks with insights on designing CSR strategies that resonate with customer expectations, emphasizing the role of emotional engagement in strengthening brand image. However, the study is limited by its non-probability sampling technique, the unique socio-economic and cultural context of Sri Lanka, and its focus on the banking sector, which may limit generalizability to other sectors or regions. Future research could explore CSR's impact across different cultural and economic contexts, using larger and more diverse samples. Future research could map specific CSR initiatives to relevant Sustainable Development Goals to measure the contribution of banking companies to broader global sustainability goals. Additionally, incorporating other mediators and moderators such as brand trust and customer loyalty could further deepen insights into CSR’s role in brand image. overall, this research provides a valuable roadmap for banks seeking to enhance their reputation, and brand image, and contribute to a more sustainable and responsible financial ecosystem.
Impact of Buy Now, Pay Later (BNPL) Options on The Purchase Decision on E-Commerce Platforms in Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Alwis, W. C. S.; Udara, S. W. I.
This study explores how Buy Now, Pay Later (BNPL) choices affect consumer purchasing intentions in the e-commerce sector, with a focus on Sri Lanka's Western Province. The study is prompted by the increasing use of BNPL services in emerging economies, where traditional credit is typically scarce. Despite BNPL's increasing global popularity, a considerable gap exists in understanding its implications for consumer behaviour, particularly in developing countries. This study fills a vacuum by studying the relationship between BNPL services and consumer purchasing decisions, focusing on four major factors: customer perceived value, promotional techniques, consumer financial literacy, and ease of use. By investigating these variables, the study seeks to provide insights into how BNPL options influence purchasing behaviours and contribute to the broader e-commerce landscape in Sri Lanka. The study uses a quantitative research design to comprehensively investigate the effects of BNPL alternatives. To guarantee inclusion, data were collected from 346 participants using standardised questionnaires available in both Sinhala and English languages. These questionnaires included demographic questions and measures that used Likert-scale responses to assess perceptions of BNPL services. The study used statistical tools such as descriptive analysis, correlation analysis, and regression modelling to determine relationships between the independent variables: customer perceived value, promotional strategies, financial literacy, ease of use and the dependent variable purchase intention. The study's findings provide several important insights. First, customer perceived value appeared to be a major factor in purchase intention, emphasising the significance of consumers' perceptions of BNPL as a useful financial tool. Second, promotional methods were determined as the most influential of the four variables. Targeted advertising, such as discounts or installment benefits linked to BNPL possibilities, have been demonstrated to dramatically increase consumer desire to use BNPL and make purchases. Third, consumer financial knowledge was important, as people with higher financial literacy levels were better able to navigate BNPL terms, resulting in more confident purchasing decisions. Finally, ease of use, while important, had a less extensive link with purchase intentions than the other characteristics. This implies that while user-friendly interfaces and smooth integration of BNPL alternatives are significant, they may not have the same impact on consumer behaviour as promotional methods or financial knowledge. These findings align with previous research highlighting the importance of flexible payment alternatives and financial awareness in changing customer behaviour. The findings support all four assumptions, demonstrating that BNPL services can greatly influence consumer purchase intentions by providing ease and affordability. Furthermore, the study emphasises the importance of promotional methods as a main driver of customer engagement, implying that e-commerce platforms might use targeted marketing campaigns to increase acceptance of BNPL services. By addressing financial literacy, the study underlines the importance of consumer education activities to reduce problems related to BNPL use, including over-indebtedness and impulsive purchasing. The study's consequences are theoretical and practical. From a theoretical standpoint, the study adds to the expanding body of information about consumer behaviour and digital payment systems by combining ideas from the Technology Acceptance Model (TAM) and the Theory of Planned Behaviour. These concepts provide a solid foundation for studying the psychological and behavioural dynamics that drive BNPL uptake. The findings provide actionable advice to stakeholders such as e-commerce platforms, BNPL providers, and legislators. To increase consumer trust, e-commerce platforms should improve the transparency of their BNPL offers, such as repayment schedules and interest rates. Targeted advertising activities can boost the desirability of BNPL choices, especially during peak shopping periods or holiday seasons. BNPL providers are urged to work with educational institutions and financial organisations to promote financial literacy, ensuring that consumers understand the possible risks and benefits of deferred payment plans. Policymakers can use the study’s findings to develop regulatory frameworks that safeguard consumer interests while fostering innovation in digital payment systems. For instance, regulations could mandate clearer disclosure of BNPL terms and implement safeguards against predatory lending practices. The study admits a few shortcomings despite its contributions. The study's conclusions may not be as applicable to other areas or nations with distinct cultural and economic contexts due to its geographic confinement to Sri Lanka's Western Province. Future research might also look at the impact of BNPL on certain demographic groups, such as low-income people, the elderly, or specific professional categories, to gain a more comprehensive understanding of its influence.
Factors Influencing on Used Passenger Car Purchase Intention by Examining the Mediation of Perceived Value in Sri Lankan Used Vehicle Market
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nirmani, M. W. T.; Gunawardane, W. A. D. N. R.
With the suspension of new car imports to Sri Lanka from 2020, there has been a significant transformation in the used vehicle market in Sri Lanka in the last decade. Therefore, understanding the factors influencing the used passenger car purchase intention of consumers will be very helpful for all organizations and businessmen involved in the used vehicle market in Sri Lanka to formulate effective strategies, the research's purpose is investigating the factors influencing on used passenger cars purchase intention in used vehicle market in Sri Lanka, focusing on the mediating role of perceived value. This study adopted a positivist approach, focusing on quantitative methodology concerned with analysing relationships between variables, and collected primary data based on a sample of 398 respondents, utilising structured online questionnaires.. The results of the analysis show that among the independent variables, brand, price, design, technical consideration, etc., only the "technical consideration" variable has a weak relationship with perceived value. It has been confirmed that it is not a significant effect by accepting other hypotheses. Accordingly, this study has further shown that the variables brand, price, design, technical consideration, perceived value is all the most important in determining purchase intention. Not only that, the findings of this study have confirmed that the mediation of perceived value is also an important variable.This research has implications for theory as well as practice. From a theoretical perspective, it enriches the literature by elaborating on the mediating role of perceived value in the context of intention to purchase a used car. Practically, it gives actionable insights to automotive companies and leasing firms on strategic branding, competitive pricing, and innovative design for enhanced consumer value perception. In addition, it provides insight to used car dealers, online buying and selling vehicle platforms, customers, and new entrepreneurs.
Impact of BNPL services on Consumer’s Impulsive Buying Behavior of Generation Z with Special Reference to the E-Commerce Platforms in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayarathne, W. K. H.; Mirando, U. J.
Buy Now Pay Later (BNPL ) Services have emerged as a transformative payment method in the e-commerce sector, enabling consumers to make instant purchases with differed payments often without interest, Despite global studies highlighting BNPL’s impact on impulsive buying behavior, there is a lack of empirical studies examining how these services influences Generation Z consumers in Sri Lanka’s unique socio-economic and cultural Context, creating a significant empirical derivation. Furthermore, while BNPL services consume convenience and e-commerce growth, many platforms fail to address the risks of overconsumption and financial strain among young users, representing a critical performance gap. This study adopts a positive philosophy, emphasizing objective measurement and hypothesis testing to explore the relationship between BNPL services and impulsive buying behavior among Generation Z consumers. The study employs a deductive approach, beginning with established theories and frameworks to develop hypotheses, which are then tested using quantitative data. A cross-sectional research design is utilized, collecting data at a single point in time through a structured online questionnaire targeting individuals aware of or using BNPL services on Sri Lankan e-commerce platforms. The methodology ensures a systematic exploration of the phenomena within the defined timeframe providing insights into the behavioral patterns of the targeted demographics. The target population for this study comprises Generation Z consumers in Sri Lanka who are aware of or use BNPL services on e-commerce platforms. A non-probability convenience sampling technique was employed to gather data from respondents who were easily accessible and willing to participate. Using an online sample size calculator, the required sample size was determined to be 384 respondents. However, 369 responses were collected, and 354 valid responses were analyzed after screening. Data was collected through self-administrated questionnaire designed to measure the influence of BNPL features such as convenient payment systems, flexible repayment options and accessible credit mechanisms on impulsive buying behavior. The questionnaire utilized a 5-point Likert scale to capture respondents’ levels of agreement with various statements and was pre-tested to ensure clarity and reliability. The Collected data was analyzed using SPSS software to perform descriptive statistics, hypothesis testing and reliability checks ensuring robust insights into the relationships among the study variables . The study reveals a significant positive relationship between BNPL service features, convenient payment systems, flexible repayment options, and accessible credit systems and impulsive buying behavior among Generation Z consumers Sri Lanka, Flexible repayment plans emerged as the most influential factor driving impulsive purchases, highlighting the psychological appeal of deferred payments without immediate financial burdens. Convenient payment systems also played a crucial role by simplifying transactions and reducing perceived purchasing barriers. Accessible credit mechanisms. Such as minimal credit checks and interest-free installments. Empirically, the study addresses the gap in localized research by offering insights into the unique behavioral dynamics of Sri Lankan Gen Z consumers. These findings expand the global understanding of BNPL’s impact in emerging markets, highlighting the interplay between socioeconomic conditions and digital consumer behavior. The study’s insights are particularly relevant for policymakers aiming to regulate BNPL services in a way that balances consumer welfare with market growth. The study’s limitations provide avenues for further exploration. The cross-sectional design precludes insights into longitudinal changes in consumer behavior, such as evolving preferences or long-term financial impacts of BNPL usage. Additionally, the use of convenience sampling may limit the generalizability of findings to the broader Sri Lankan Gen Z population. Future studies could employ longitudinal designs and probabilistic sampling methods to capture more representative data. Qualitative approaches, such as interviews or focus groups, could complement the quantitative finding by uncovering deeper psychological motivations behind impulsive buying. Furthermore, the future could explore how other variables, such as social media influence, marketing strategies, and individual financial literacy levels, interact with BNPL services to shape impulsive purchasing behavior. Expanding the geographical scope to include other emerging markets could also provide comparative insights into cultural and economic influences on BNPL adoption
Electronic Word of Mouth (E-WOM) Influences Consumers’ Purchase Intentions for Herbal Cosmetic Products: Mediating Role of Brand Image with Special Reference to Facebook Users in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kavindi, H. P. N.; Subasinghe, S. M. A. N. M.
This study investigates how E-WOM influences consumer purchase intention regarding herbal cosmetic products, with a mediating role of brand image. The research addresses an extremely important problem, even though the global herbal cosmetics market is growing fast, it is little known how digital interaction-specifically the E-WOM-affects consumer purchasing decisions regarding purchases made within a Sri Lankan context. The research effort places itself within the existing literature probing how dimensions of E-WOM quality, quantity, and credibility interact with brand image to shape purchase intentions. Addressing these gaps, this study contributes to a refined understanding of digital consumer behavior and hence provides actionable insights for marketers in the herbal cosmetics sector. The research design is quantitative, and the required responses were measured through a structured questionnaire among 403 Facebook users in Sri Lanka. A total number of survey participants or questionnaire responders would be comprised of convenience sampling from existing users exposed to herbal cosmetic products in general. In this conceptual model, E-WOM would then represent an independent variable, and purchase intention is the dependent variable. Therefore, the brand image represents the mediating variable. Likewise, data analysis will be executed in correspondence with IBM SPSS Statistics 25. Further analysis of descriptive statistics is necessary for correlation and regression analysis. For an adequate analytical approach, the association among all these variables has been thoroughly checked to make sure the extracted insights on consumer behavioral dynamics turn out reliable. Results validate that E-WOM will have a great influence on the purchase intention of consumers. This study found, that e-WOM Quality Increasingly accurate, reliable, and useful information increases consumers' trust and decreases uncertainty. It leads to a higher purchase intention E-WOM Quantity The greater the number of reviews and discussions, the more diversified opinions will be, which allows consumers to gain confidence in making decisions. E-WOM Credibility, Credibility, and authenticity of online reviews shape consumer attitude. In this relationship, brand image appeared as an important mediator that enhances the positive influence of E-WOM on purchase intention. When the brand image is trustful, well-known, and with positive associations, it enhances the effect of digital word-of-mouth communication. These findings also compare to the wider knowledge of E-WOM impacts from relevant past studies in other industries, hence extending the insights to the specific herbal cosmetics market. Though the study provides valuable insights, it is not without limitations. The convenience sample may affect generalizability since the sample may not be representative of the wider population. The research has only been conducted on the social media site 'Facebook', thus narrowing the scope of the studies, and maybe other platforms such as 'Instagram' or 'Twitter' may have various ways in which consumers interact. The design is cross-sectional, and it cannot allow changes in consumer behavior to be assessed over time. Such limitations may be overcome by the adoption of longitudinal designs in future studies, extending the research to multiple social media platforms. The contribution brought about by this study is both theoretical and practical. Theoretically, the research has enriched knowledge of the dimensions of E-WOM and their relationship with brand image. It proposes a framework that can be useful in other niche markets as well. It underlines the role that brand image has played to date as a mediating factor in digital interactions and consumer behavior. Results give actionable practical ways in which marketers can use the herbal cosmetics industry. Therefore, companies are encouraged to generate E-WOM content that is of high quality, credible, and engaging, while building their brand image through transparent communication, ethical sourcing, and in line with values that mean something to the consumers. These will impart further strength to E-WOM campaigns. The present study will also provide a platform for further studies in the domain by investigating other mediating variables like consumer trust or perceived effectiveness of the product and the extension of the study to cross-cultural settings.
Effect of Perceived Quality Assurance on Customer Loyalty in Automobile After-Sales Services: Investigating the Mediating Role of Customer Relationship Management
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, G. M. V. D.; Jayawardene, S. M.
This research investigates the impact of perceived quality assurance (PQA) on customer loyalty (CL) in the automotive after-sales service sector in Sri Lanka, focusing on the mediating role of customer relationship management (CRM). Sri Lanka’s unique market dynamics, marked by high vehicle ownership costs and reliance on after-sales services, create a critical need for customer retention strategies. This study addresses the discrepancies in the literature regarding the mediating role of CRM in strengthening the relationship between service quality dimensions touch, reliability, responsiveness, assurance, and empathy and customer loyalty. Previous scholars have highlighted how integrating quality assurance practices and CRM contributes to sustainable customer engagement and loyalty. In developing countries such as Sri Lanka, the quality of after-sales service is critical for automobile customer loyalty because vehicles are often repaired and used for a long time due to the high purchase cost. Hence, the engagement of automobile customers with aftersales services is very high in countries such as Sri Lanka. However, there is a dearth of knowledge regarding how CRM activities mediate the relationship between perceived service quality and customer loyalty of automobile aftersales industry. Therefore, this research aims to examine the relationship between perceived quality assurance and customer loyalty in automobile aftersales services with special reference to Sri Lanka. A quantitative research approach was adopted using a structured survey distributed to a sample of 400 vehicle customers in Sri Lanka. Data collection targeted key dimensions of service quality, CRM practices, and loyalty indicators. Statistical analysis, including descriptive statistics, correlation, and regression analysis, was performed using SPSS software. Hypotheses were developed based on a conceptual framework integrating PQA, CRM, and CL and were tested to determine the strength and direction of relationships among the variables. The results confirm that all dimensions of perceived service quality significantly affect customer loyalty, with assurance and reliability showing the highest impact. CRM emerged as an important mediator, enhancing the impact of reliable quality assurance on loyalty. The findings are consistent with the existing literature, highlighting the importance of service quality dimensions in driving loyalty while expanding knowledge by emphasizing the mediating role of CRM. This study reaffirms the need to integrate robust CRM systems to bridge quality gaps and develop deeper customer relationships. Demographic results indicated that most of the participants were male, had been associated with service providers for more than seven years and lived in the western Province. Cronbach’s Alpha and KMO values were applied to assess the internal reliability and validity of items: all Cronbach’s Alpha values, and all KMO values were above the accepted criteria. Pearson coefficient yielded positive correlation between responsiveness, empathy, and customer loyalty where responsiveness and empathy were most correlated with each other with correlation coefficients higher than 0.7. Estimated results of the regression analysis showed that perceived quality assurance had a very significant positive influence on the dependent variable, customer loyalty and mediating role of CRM. As the table of model summary statistics presented, the R squared values were 0.629 meaning high explanatory power. The overall model indicated the values of B = 0.994 and the significance value of 0.000 for confirming all hypothesis. The study’s reliance on cross-sectional data limits its ability to observe long-term dynamics of customer loyalty. Given the self-reported nature of the data, social desirability bias may affect survey responses. In addition, the single market – Sri Lanka – limits the generalizability of the findings to other geographic contexts or industries. Future studies could address these limitations through longitudinal designs and multi-market comparisons. Theoretically, this research contributes to the limited knowledge on the mediating role of CRM in the PQA-CL relationship in developing economies. In practice, it provides actionable insights for automotive service providers in Sri Lanka, emphasizing the integration of quality assurance and CRM to improve customer satisfaction and loyalty. Recommendations include standardizing service quality delivery, investing in CRM training, and leveraging data analytics to personalize customer interactions. These steps can guide practitioners in designing effective after-sales strategies. Future research could explore digital CRM tools and evolving customer expectations in the automotive sector.
Impact of Packaging on Consumer Purchase Intentions of the Fashion Retail Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Rosemary, A. A. D. T. P.; Weerasiri, R. A. S.
This study addresses a major research gap in Sri Lanka by examining how packaging affects consumer purchase intentions in the country's fashion retail industry. Packaging is an essential marketing tool that combines brand identity, utility, and aesthetics to greatly affect consumer decisions and perceptions. To investigate how four essential packaging elements—design, structure, material, and effects—influence consumer purchasing habits in a competitive and changing retail landscape, this study focusses on these elements. To collect data, 384 participants in the Western Province were given structured questionnaires as part of a quantitative study design. Simple random sampling was used in the sample selection process to guarantee a wide representation of demographics. With the use of SPSS software, data analysis was carried out, combining descriptive and inferential statistical methods. This thorough approach made it easier to fully understand the connections between packaging characteristics and customer purchase intentions. The findings show that special effects and packaging design have a big impact on consumers' intentions to buy. While special effects like foiling, embossing, and spot UV treatments add considered value and make things more appealing, design aspects like colour, typography, and imagery draw attention and improve brand memory. Consumer preferences are also significantly influenced by packaging materials, especially those that are thought to be of good quality or that are in line with sustainability. Shape, size, and usability are examples of structural characteristics that have a minor impact on functionality and customer satisfaction. These results align with international research, highlighting the role that packaging plays in generating positive perceptions and influencing purchasing decisions. The study's geographic focus on the Western Province is one of its main limitations, as it might not adequately represent differences across other parts of Sri Lanka. Additionally, as packaging trends and customer preferences change over time, temporal limitations may restrict the findings' relevance. Despite these limitations, the study offers insightful theoretical and applied insights.The study adds to the body of knowledge on consumer behaviour from the perspective of theory by using frameworks like the Stimulus-Organism-Response model to comprehend how packaging characteristics affect consumer choices. In a practical sense, it provides Sri Lankan fashion retailers with achievable recommendations for improving their packaging strategies by combining eco-friendly materials, creative designs, and superior effects to match customer preferences and brand positioning. To build on these findings, future research might examine larger geographic regions and examine new digital advancements in packaging.
Impact of In-App Advertisements on Gen Z's Purchase Intention with the Mediating Effect of Consumer Attitudes: with Special Reference in Sri Lankan Mobile Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidushana, W. G.; Subasinghe, S. M. A. N. M.
This study intends to investigate the influence of in-app advertising on the purchase intentions of Generation Z, focusing on the Western Province of Sri Lanka while emphasizing the mediating role of consumer attitudes. The goal of this research is to close the knowledge gap regarding how Gen Z consumers respond to customized digital advertising tactics in an emerging market setting. Utilizing theories like the Media Richness Theory and the Elaboration Likelihood Model the study looks into things like social influence user experience personalization and ad content and design. A structured questionnaire was used in this quantitative study and 385 members of Generation Z answered it. SPSS software was used to analyze the data using regression correlation and descriptive statistics. According to the results, purchase intentions are strongly influenced by user experience, personalization, and social influence. Because consumer attitudes mediate these relationships it is crucial to create ads that appeal to the target audience’s emotions and social sensibilities. These findings highlight how important it is to create engaging and culturally relevant in-app ads to successfully grab Gen Z’s attention. The study does have certain drawbacks though such as its concentration on a particular demographic and geographic group its use of self-reported data and its quantitative methodology that ignores qualitative viewpoints. To comprehend the changing impact of in-app advertising these limitations point to possible directions for future research such as using mixed-method approaches and examining longitudinal trends. From a practical standpoint, this study provides policymakers app developers, and marketers with useful suggestions. Advertising that seamlessly integrates with the user experience uses dynamic personalization and makes use of social proof should be given priority by marketers. Contributions to theory include advancing our understanding of consumer behavior and the function of digital media in developing economies which lays the groundwork for future research on the dynamics of advertising in comparable cultural contexts. According to the study's findings, in-app advertising can be made more effective and substantially contribute to the conversation around digital marketing in emerging economies by strategically emphasizing personalization, emotional engagement, and awareness of sociocultural quirks.
Impact of Advertising Appeals on Brand Loyalty; with Special Reference Milk Powder Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilshan, M. G. A. A.; Weerasiri, R. A. S.
This study was conducted to identify the impact of Advertisement appeals on brand loyalty the Milk powder industry in Sri Lanka. The research shows how advertisement appeals emphasize brand loyalty within the sector. There are numerous advertisements developed for the milk powder sector. In this research, the researchers want to investigate the secret behind it. Primarily, the researchers wanted to explore what the best advertising appeals are for cultivating brand loyalty. The study emphasizes the role of emotional branding, advertising strategies, and consumer engagement in fostering long-term brand loyalty. Recognizing the importance of the milk powder industry as a critical component of the Sri Lankan market, the research aims to bridge identified empirical and practical gaps by examining the relationship between advertising appeals and consumer attachment to brands. The quantitative approach is most appropriate for this study, as it involves both the collection and the analysis of numerical data, thus facilitating an objective examination of the relationship among key variables. A structured questionnaire created especially to examine factors pertaining to emotional, Rational and moral advertising appeals and their impact on brand loyalty is used to gather the main data for this study. By ensuring that standardized data is collected, this approach makes it possible to compare and analyze responses consistently. Primary data was collected from 412 respondents, with 403 valid responses we reanalyzed using statistical tools such as SPSS. The findings confirm that experiential Emotional appeals and moral appeals positively impact brand loyalty and Rational appeals negatively impact brand loyalty. When consumers feel a brand resonates with their values or experiences, they are more likely to remain loyal. For example, a milk powder brand emphasizing a nurturing mother's love or a child's happiness can foster an emotional attachment, encouraging repeat purchases. The results show that by creating strong emotional bonds and favorable customer associations, emotional appeals and moral message advertisements significantly enhance brand loyalty. For marketers and other industry experts looking to create successful advertising campaigns that connect with Sri Lankan customers and increase brand loyalty and long-term customer retention, the research provides insightful information. The study faces limitations including cultural diversity, challenges in isolating advertising impacts, restricted data access, cultural specificity limiting global applicability, and time constraints restricting comprehensive data collection from all Sri Lankan regions. The implications of this research highlight the importance of leveraging emotional branding and neuromarketing strategies to build deep connections with Sri Lankan consumers through ads that evoke nostalgia, humor, and happiness while incorporating emotional storytelling with family and child-centric themes additionally, emphasizing ethical messaging such as eco-friendly packaging and community support fosters loyalty and trust.
B2B Social Media Strategies and Their Impact: An Inquiry on Agri-Exporter’s Perception of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lankathilaka, W. C.; Patabendige, S. S. J.; Madushika, R. A. L.
B2B social media strategy has become a critical pillar of modern marketing, especially for businesses operating in global markets where competition and collaboration transcend geographic boundaries. The interconnected nature of industries like exports necessitates innovative and dynamic marketing approaches to establish and sustain relationships across diverse cultures and markets. Social media marketing, traditionally seen as a tool for B2C engagements, has gained increasing importance in the B2B sector, providing businesses with platforms to communicate, engage, and build trust with partners, suppliers, and clients. This shift underscores the growing relevance of digital transformation in fostering strategic connections within export-driven industries. This study investigates the impact of B2B social media marketing strategies on the perceptions and decision-making processes of exporters, particularly within Sri Lanka’s Agri-export industry. Grounded in the constructivist research paradigm, the study adopts a deductive approach, utilizing established theories and models to analyze the data and uncover actionable insights. The study employs a structured questionnaire survey consisting of 26 carefully designed questions to collect data from a sample of 176 exporters. By focusing on exporters in the Agri-export sector, the research delves into a critical segment of the Sri Lankan economy, known for its reliance on global trade and competitive markets. This study found a novel finding as there is a positive impact of B2B social media strategies on exporters' perceptions in the agri-export industry in Sri Lanka. Thus, the strategy of enhancing brand presence through integration is the most influential factor shaping exporters' perceptions. The findings validate the proposed conceptual model, offering a deeper understanding of how social media strategies influence exporters' perceptions, enhance their brand visibility, and contribute to long-term relationship-building. The main limitation of this research is its focus on a limited sample of Sri Lanka, Export Development Board-registered agricultural exporters due to time constraints. Further, the small sample size limits the generalizability of the study’s findings. The research highlights significant implications for industry stakeholders, providing a roadmap for leveraging social media as a tool for competitive advantage. It also opens avenues for future research to explore the evolving dynamics of digital marketing in the B2B export landscape.
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.
Effect of Negative Brand Experience on Brand Avoidance with the Mediating Effect of Brand Trust with the Special Reference to Mobile Telecommunication Industry in Sri Lankan Context
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayalath, I. W. W. N. S.; Dissanayake, D. M. R.
On par with the claimed research gaps found in the telecommunication sector, this study examined the influence of negative brand experiences on brand avoidance within the mobile telecommunications sector in Sri Lanka, emphasizing the mediating role of brand trust. Negative brand experiences encompass poor product quality, customer service issues, pricing dissatisfaction, and network or connectivity problems, while brand avoidance manifests through experiential, identity, moral, and advertising-related drivers. The research was based on a positivism paradigm and a deductive approach, supported by primary data collected from 400 respondents via a structured questionnaire. The data collection was aligned with the convenient sampling method. The findings reveal a significant positive correlation between negative brand experiences and brand avoidance. Furthermore, brand trust partially mediates this relationship, indicating its critical role in mitigating the adverse effects of negative brand encounters. The study underscores that dissatisfaction stemming from service failures, substandard product performance, or perceived unfairness intensifies brand avoidance behaviors among consumers. Practical implications for Sri Lanka's mobile telecommunications industry include the necessity of efficient complaint management systems, enhanced customer service frameworks, and proactive strategies to rebuild trust. Companies should address these factors to retain customers and reduce brand switching. The research also expands the theoretical understanding of brand avoidance by integrating psychological and emotional dimensions, focusing on the interplay between consumer-brand relationships and adverse brand experiences. Key contributions of this study include highlighting the importance of addressing the gaps in the literature referring to Sri Lankan context, providing actionable insights for brand managers for implications whilst addressing to the empirical gaps . Limitations of the study include the sector-specific focus and reliance on non-probability sampling, restricting the generalizability of the findings. Future research should explore broader contexts and additional factors influencing consumer behavior to develop a comprehensive understanding of brand dynamics.
Impact of Green Communication Strategies on Green Purchasing Behavior in the Personal Care Industry, with Special Reference to Gen Z in Sri Lanka: Moderating Effect of Digital Media Channels
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, H. C. T.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.
This study examines how green communication strategies impact green purchasing behavior in Sri Lanka's personal care industry, with a focus on Generation Z consumers. The study fills in the knowledge gap regarding how individual green communication strategies, such as advertising, corporate public relations, visual identifications, green labels and packaging, sustainable reporting, affect green purchasing behavior. It further explores the moderating effect of digital media channels, with a focus on how they strengthen the relationship between green communication strategies and green purchasing behavior. A previous study looked at the relationship between green purchasing behavior and green communication strategies. The three primary strategies of green communication green advertising, labeling, and packaging were the subject of the majority of these studies. They discovered that these strategies had a big impact on consumer preferences and purchases. Furthermore, a number of studies have looked at sustainability reporting as a green communication strategy intended to increase transparency and consumer confidence. The results indicate that companies can communicate their green marketing efforts through a range of strategies, including advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports. By combining advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports, this effort will expand on this foundation. This will allow for a thorough examination of the ways in which each of these distinct green communication strategies affects consumers' decisions to make eco-friendly purchases. Furthermore, it is typically still unclear how green communication techniques should be implement, even when experts have researched their development, implications, and design in detail. Therefore, this study examines the relationship between green communication strategies and green purchasing behavior using digital media channels as an implementation tool. The personal care industry is a perfect environment for researching green communication strategies because of its strong connections to human wellbeing and environmental responsibility. As a result, it is extremely relevant to sustainability projects. Focusing on Generation Z makes strategic sense because they are growing in size and awareness of eco-friendly practices, offering an opportunity to expand on previous research and influence sustainable consumer behavior. In order to collect primary data for a quantitative study, 387 Gen Z respondents in Sri Lanka were chosen by convenience sampling and provided with a structured questionnaire. The analysis was conducted using IBM SPSS Statistics 25 and includes sample descriptions, validity and reliability evaluations, normality checks, mean value estimations, assumption testing, correlation analysis, hypothesis testing, and moderation analysis. The findings demonstrate that customers' decisions to make greener purchases can be significantly influenced by green communication strategies such as advertising, corporate public relations, visual identifications, green labels and packaging and sustainable reporting. Additionally, digital media channels act as a powerful moderator, enhancing the relationship between green communication strategies and green purchasing behavior. The study has several issues, even if the research findings are presented in a comprehensive way. The small sample size of 387 respondents who were selected using convenience sampling due to time constraints reduces the possibility of generalization of the results. Additionally, it was not feasible to gather data from every district in Sri Lanka due to time constraints and limited access, which may have led to a lack of representation of regional variances. Instead than focusing on how digital media platforms affect individual green communication strategies, the study looks at how they affect green communication strategies in general. Additionally, data is collected at a certain point in time due to the cross-sectional nature of the study. To understand how digital media channels influence the effectiveness of green communication strategies on Gen Z's green purchasing behavior in Sri Lanka's personal care industry. It introduces a framework examining the impact of individual green communication strategies advertising, corporate public relations, visual identifications, green labels and packaging, and sustainability reporting. Additionally, it highlights how digital media channels enhance the effectiveness of green communication strategies. The findings highlight how important it is to align these strategies with digital media channels to maximize engagement and encourage green purchasing behavior. Marketers are being encouraged to integrate digital media channels with green communication strategies in order to appeal to Gen Z's green purchasing behavior. Using these strategies on digital media channels can improve eco-conscious messaging, brand-consumer interactions, and green purchasing patterns. Future research should use a variety of approaches to examine the long-term effects of green communication strategies on green purchasing behavior by using longitudinal studies in order to better comprehend the situation to look at how people's attitudes and actions change over time. And it needed to understand how digital media channels affect the effectiveness of these individual strategies and think about combining quantitative and qualitative research techniques.
Impact of Influencer Marketing on Consumer Trust of Food Industry in Sri Lanka with the Mediating Impact of Consumer Perception
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Miranda, T. T.; Weerasiri, R. A. S.
The research presented here examines the impact of influencer marketing on consumer trust in Sri Lanka's food industry while taking into account the mediating effects of consumer perception. In addition to the additional reading among other academics concentrating on the developing aspects of consumer trust and engagement, this study has helped to clarify the gaps between the many influencer attributes, such as image, credibility, innovation, and attractiveness. The results help us understand how these factors are interconnected and show the importance of influencers in establishing the relationship between customers and business entities. This study used a survey method to gather data from 404 respondents who were chosen by simple random selection as part of its quantitative research approach. A standardized online questionnaire with a 5-point Likert scale was used to collect data on factors like trust, consumer perception, and influencer attributes like creativity, innovativeness, attractiveness and image. To investigate relationships and validate the study's hypotheses, descriptive and inferential analysis, such as regression and correlation tests, were carried out using SPSS. According to the study, influencer qualities have a big impact on customer trust. Innovation had the most influence (72%), followed by trustworthiness (68%), attractiveness (65%), and image (60%). It was discovered that consumer perception successfully mediated these linkages, highlighting the part influencers play in establishing trust in the food sector. These results are consistent with earlier research highlighting the strategic value of influencer marketing in building customer trust. Based on the study's findings, consumer perception serves as a crucial mediating factor in the relationship between consumer trust in the Sri Lankan food industry and the four main components of influencer marketing: image, credibility, creativity, and content attractiveness. At 36%, influencer image held the biggest share, highlighting the significance of reputation, professionalism, and relatability in fostering trust. With a 29% contribution, credibility was the second most influential quality, highlighting the need for influencers to exhibit knowledge, dependability, and genuineness in order to inspire trust in their recommendations. At 21%, content creation highlighted how creative and captivating content can draw in customers and strengthen consumer trust at 14%, content attractiveness, on the other hand, demonstrated the importance of influencer attractiveness, and captivating narrative in maintaining customer trust. Credibility and trustworthiness were found to be the most important criteria overall, while appealing and original content was essential for preserving long-term customer trust. Assessing long-term trends is limited by the cross-sectional design of the study. Additionally, the sample is limited to Sri Lanka, which limits the findings' generalizability to other contexts, and the reliance on self-reported data introduces possible biases. By include consumer perception as a mediating variable, this study theoretically adds to the body of research on influencer marketing and trust. In practice, it provides marketers with useful information to create campaigns that prioritize creativity, innovativeness, attractiveness and image. Future studies can examine longitudinal patterns in the effects of influencer marketing or expand the geographic focus.
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.