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

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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.
Celebrity Brand Congruence and Consumer Sentiments Towards Retail Fashion Industry in Sri Lankan Context: Examine the Mediating Effect of Brand Personality, Special Reference to the Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Shalindha, H. B. M.; Dissanayake, D. M. R.
This study investigates the impact of celebrity brand congruence on consumer sentiments in the retail fashion industry of Sri Lanka, with brand personality considered as a mediating variable. In identifying these gaps in literature, the study particularly establishes the interaction between celebrity traits and brand attributes in relation to the behavior of consumers operating within a culturally specific setting. The study shall highlight actionable insights on how marketers may best utilize celebrity endorsements and align brand and celebrity personalities to foster better consumer attitude and perception. A quantitative methodology was applied as per the nature of the research questions figured out, and the study was conducted among consumers in the Western Province of Sri Lanka, within the age group of 15–40 years. Data were secured from 385 respondents through structured online surveys using a non-probability convenience sampling method. Responses were analyzed by SPSS. Descriptive statistics, correlation, and regression analyses were also used to test hypotheses on celebrity brand congruence, brand personality, and consumer sentiments. The results show that dimensions of celebrity brand congruence-image congruence, demographic congruence, personality congruence, and trustworthiness-strongly positively affect consumer sentiments. Brand personality mediates this relationship and strengthens the impact of congruence on sentiments. The study thus suggests that culturally relevant celebrities should be chosen, authenticity should be developed, and endorsements should be designed in such a way that they reflect the brand identity for better consumer attitude effects. This research contributes to the theoretical literature on how brand personality mediates the effects of celebrity endorsement on consumer attitudes, hence deepening the understanding of consumer behavior within the Sri Lankan context. Practically, the findings will help marketers in optimizing celebrity endorsements to meet brand values and consumer expectations for better brand loyalty and equity. Future research should examine the generalizability of these findings across cultures and broaden the analysis to cover various demographic segments in Sri Lanka.
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.
Direct Marketing Strategies and Effect on Increasing Readership from Newspaper Inquire on Reviving the Dying Industry Newspaper
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Harshana, H. C.; Patabendige, S. S. J.; Dhuveeshan, M.
This study aimed to inquire about the effect of direct marketing strategy on increasing readership in Reviving the Dying Industry Newspaper. In today Sri Lankan newspaper industry facing a very difficult situation because of the decreased readership pattern of the Trio of decades. New technologies and the rise of digital and social media changed the print media sector at the turn of the twenty-first century, bringing many challenges to print newspapers. in this study identified key empirical gaps such as how to revitalize the dying industry, the lack of long-lasting effects of directly concentrating on newspaper marketing campaigns as a strategy. in practically shows the reports newspaper industry worldwide step by step dying because of the total estimated weekday circulation of daily newspapers in the United States fell from 55.8 million in 2000 to 24.2 million in 2020, a steep decline. past surveys show major issues of the future of the newspaper industry, 78% of the readership population is 50 years and above. That key factor shows, that it is going to cause serious trouble for the newspaper industry as this generation passes away. This research is an understanding to find the possibilities of direct marketing as a means of reviving dying the newspaper industry in Sri Lanka, keeping in mind the empirical gap in the long-term effects of direct marketing and a practical gap in implementing cost-effective strategies in direct marketing. Hence, the objectives of this study are to determine which direct marketing approaches increase the readership and keep the readers engaged for the long term while taking into consideration the demographic differences and economic constraints in the industry. Direct marketing strategies were measured in four dimensions: direct selling strategies, direct mail strategies, telemarketing strategies, and SMS marketing strategies. This research study, to achieve its aim, adopted a positivist paradigm motivated by the deductive approach using developed models and theories of explanatory research design. A Google Form questionnaire survey was issued to 366 out of 404 respondents using a non-probability sampling technique to carry out the study. The respondents were those who purchased a locally published newspaper and read it within three months. They were over 15 years old and were in the Sri Lankan newspaper industry. The key findings of the study, under the simple linear regression, revealed that direct selling strategies, direct mail strategies, telemarketing strategies, and SMS marketing strategies have significantly moderate positive relationships in increasing newspaper readership in Dying Industry Newspaper. However, telemarketing strategies show a weak positive relationship with newspaper readership in Sri Lanka's newspaper industry. Based on the findings, it would be necessary for direct marketers to assist Sri Lankan newspaper companies in developing direct marketing strategies according to the demographic stages of their readers regarding the educational level, age, gender, status, and income levels, for increasing readership. The key findings include the practical constraints that limit generalized results concerning sample size and accessibility. Therefore, it should have been possible to identify variables and indicators in the absence of earlier studies on the effect of direct marketing on readership. Future studies might include research on Social and Digital Integration, Email Marketing, and other methodologies like field-level marketing strategies to examine their effectiveness. A longitudinal and mixed-method approach should validate these findings and further complement them with comprehensive insights into the revival of readership behaviors.
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.
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.
Effect of Perceived Risk on Purchase Intention of Electric Scooters by Examining the Moderation of Customer Attitudes with Special Reference to Western Province in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sapumohotti, K. G.; Gunawardane, W. A. D. N. R.
Despite the economic and environmental benefits of electric scooters, adoption of e-scooter in Sri Lanka remains limited. The study investigates and bridges the gap by analysing how different types of perceived risk elements impact consumer purchase decisions, as literature on the relationship between perceived risk and purchase intention needs further investigation. A quantitative research approach is utilized to conduct a structured and systematic investigation of the problem. The survey was performed by focusing 386 respondents from the Western Province who were focused via convenience sampling.The survey was shared online, using digital media to reach a larger audience. The research utilized a deductive approach within a positivist paradigm, making it easier to evaluate stated hypotheses through empirical observation. Structural Equation Modeling (SEM) was used to investigate the complicated interactions between perceived risks, purchase intention, and consumer attitudes. The study found that perceived risks had a substantial negative influence on electric scooter buying intentions. Among the five aspects of perceived risk, performance risk and financial risk were the most impactful among prospective buyers. Customer attitudes were discovered as a significant moderator, capable of minimising the negative consequences of perceived risks.The findings were difficult to contextualize due to a lack of previous research on perceived danger in the Sri Lankan e-scooter setting. Despite these limitations, the study adds to the academic literature by describing how perceived risks and consumer attitudes influence purchase intentions. Policymakers may help these initiatives by providing incentives like as subsidies, deductions for taxes, and improvements in charging infrastructure. Targeted ads emphasizing environmental advantages and modernism can reinforce good customer attitudes, increasing adoption rates. These combined efforts, by resolving customer concerns and highlighting the benefits of electric scooters, can help Sri Lanka build its environmentally friendly transportation sector.
Effectiveness of Social Media Influencer Credibility on Brand Loyalty towards Shampoo Brands: Testing the Mediating Effect of Brand Trust among Gen Z
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, W. P. S. H.; Dissanayake, D. M. R.
This research investigates how social media influencer credibility impacts on brand loyalty towards shampoo brands testing the mediating impact on brand trust. Aligning to the research gap found with empirical evidence. And the study was aimed at Gen Zs who are tech savvy and are usually getting exposed to social media influencers. This motivation came about because, while an increasing number of businesses use social media influencers to promote their products, little is known regarding how effective this communications strategy is for certain product categories, such as personal care items. Thus, a systemic study was carried out to examine the relationship between brand loyalty and the three main elements that make influencers credible sources. Alongside, level of expertise, reliability, and attractiveness were examined as the inclusion of the credibility of influencers. A quantitative study was employed followed by a deductive approach to address the research questions. Alongside, 385 respondents found within Gen Z, born from 1997 to 2012, were picked through convenient sampling method. The survey was executed to assess the key concepts of social media influencers' perceived trustworthiness, expertise, and attractiveness; brand trust; and brand loyalty. Responses were analyzed by using IBM SPSS software after testing assumptions. The findings of the study reveal that each factor of the credibility of the influencer (namely, trustworthy, expertise, attractive) has a significant positive mediatory effect on brand loyalty. This illustrates the importance of these characteristics in consumer decision-making. According to this study, brand trustworthiness is a determining factor in the effect of influence credibility on brand loyalty. This implies that though the relationship between an influencer's creditability and the brand loyalty is itself strong, the trust toward the brand elevates the relationship to a much greater level. The study also found that brand loyalty might be formed without brand trust. However, if trust and credibility are combined, it will be a more accurate way to establish brand loyalty. These findings have real-world uses for marketers to select and manage influencers to result brand loyalty in the competitive market. However, this study focused on the shampoo industry and Gen Z consumers in Sri Lanka, limiting the generalizability of findings to other products, age groups, or regions. The cross-sectional design restricts analysis of long-term effects, such as sustained brand loyalty or the impact of prolonged influencer marketing. Additionally, the study does not address emerging social media trends or platform-specific dynamics that could influence Gen Z engagement with influencers. Variables like perceived quality and emotional attachment, which may significantly mediate the relationship between influencer credibility and brand loyalty, were not explored. The rapid evolution of social media platforms and the freshness of this research area further limit the applicability of conclusions over time. Future research could address these gaps by examining other mediators, diverse products, and demographics, as well as the long-term effects of influencer marketing on brand loyalty and trust. This study has both theoretical and practical implications. Theoretically, it enhances understanding of the relationship between influencer credibility, brand trust, and loyalty, focusing on Gen Z consumers. By introducing brand trust as a mediating variable, it deepens insights into the role of influencer marketing in shaping consumer loyalty, contributing to frameworks like Source Credibility Theory and Social Influence Theory. Practically, the findings guide marketers in selecting authentic influencers and crafting relevant content to build Gen Z loyalty. Emphasizing trust, credibility, and attractiveness in influencer marketing strategies ensures alignment with brand values and fosters long-term engagement. The study confirmed the importance of trust as a mediator between brand attitude and purchase intentions. Accordingly, future research could examine the impact of influencer’s credibility on other product categories, whilst determining the effect of deference demographic factors within the variable framework.
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.
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.
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.
Exploring The Impact of Ai Chatbots on Brand Consideration in The Sri Lankan E-Commerce Industry: The Moderating Role of Consumer Emotions
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Neeliya, M. D. S.; Karunanayake, R. K. T. D.
This study investigates the influence of Artificial Intelligence (AI) chatbots on brand consideration within Sri Lanka’s rapidly expanding e-commerce sector. It examines how consumer interactions with AI-powered chatbots impact their brand evaluation and decision-making processes. Additionally, the study explores whether consumer emotions moderate the relationship between chatbot interactions and brand consideration, offering insights into the emotional dynamics of digital consumer engagement. A quantitative research methodology was adopted, utilizing an online survey distributed to a stratified random sample of 384 Sri Lankan consumers aged 20 to 45 years who had interacted with AI chatbots on e-commerce platforms within the past six months. The study incorporated primary data on consumer perceptions, attitudes, and behaviors related to chatbot interactions, supplemented by secondary data from academic literature and industry reports. Data analysis included descriptive statistics, correlation analysis, and regression analysis, conducted using IBM SPSS Statistics 25 Findings from the regression analysis reveal that AI chatbots account for 79.0% of the variance in brand consideration (B = 0.814, p < 0.05), confirming their substantial impact on consumer decision-making. However, the hypothesized moderating role of consumer emotions was not supported (B = 0.0004, p = 0.9851), indicating that chatbot interactions influence brand consideration independently of emotional factors. These results suggest that Sri Lankan e-commerce businesses should prioritize AI chatbots’ technical efficiency, reliability, and functionality rather than attempting to tailor chatbot interactions to consumer emotions. Businesses would benefit from developing AI chatbots that provide clear, consistent, and value-driven interactions rather than focusing on creating emotionally nuanced experiences. From a theoretical perspective, this study enhances the Customer-Based Brand Equity (CBBE) model by emphasizing AI chatbot interactions as a key driver of brand consideration. It also refines Brand Personality Theory, illustrating how AI chatbots can convey brand attributes and influence consumer perceptions without relying on emotional engagement. Practical implications suggest that Sri Lankan e-commerce businesses should invest in technically robust and user-friendly AI chatbots to enhance consumer engagement and brand perception. Additionally, policymakers and digital marketplace stakeholders should consider these findings when promoting responsible and effective AI integration in the e-commerce sector. Despite its contributions, the study has certain limitations. The cross-sectional design restricts the ability to assess long-term behavioral changes among consumers. Moreover, reliance on self-reported data introduces the potential for response bias. The study also does not account for individual chatbot features or advanced emotion measurement technologies, which may play a role in shaping consumer interactions. Future research could explore these aspects further, incorporating longitudinal approaches and experimental designs to deepen the understanding of AI chatbot effectiveness in digital consumer engagement.
Exploring the Impact of Brand Love on Consumer Purchase Intention: The Mediating Role of Brand Trust in the Soft Drinks Market in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Piyumini, L. G. M.; Udovita, P. V. M. V. D.
This study examines the influence of brand love on consumer purchase intention in the Sri Lankan soft drinks market, focusing on the mediating role of brand trust. It addresses the research gap concerning how emotional bonds with a brand influence purchasing decisions in a culturally diverse and highly competitive market. The study highlights the significance of emotional branding and trust-building strategies in fostering customer loyalty and increasing sales. A quantitative research approach within a positive framework was employed. Data were collected through a structured questionnaire administered to a sample of 385 soft drink consumers in Sri Lanka. A deductive approach was applied to test hypotheses regarding the relationships between brand love, brand trust, and purchase intention. Correlation analysis, multiple regression analysis, and mediation analysis were conducted to validate the proposed conceptual framework. The results indicate that brand love positively influences purchase intention, with brand trust playing a partial mediating role. Consumers with strong emotional attachment to a brand tend to develop trust, which in turn drives their purchase decisions. Findings suggest that while brand love is a key driver of purchase intention, trust strengthens the relationship, particularly in the Sri Lankan cultural and social context. This study is limited by its sample size and short-term nature, restricting its generalizability across the broader Sri Lankan market or over time. Additionally, the lack of extensive prior research on the Sri Lankan soft drinks market posed challenges in contextualizing findings. Theoretically, this study contributes to the understanding of how brand love, trust, and purchase intention interact within an emotional branding framework. Practically, it offers actionable insights for Sri Lankan soft drink companies, emphasizing the importance of trust-building alongside emotional branding strategies. These insights can help brands differentiate in a competitive marketplace and cultivate long-term consumer loyalty. Future research may explore cross-cultural influences and innovative trust-building strategies across different demographic segments and industries.
Exploring the Impact of Influencers on Brand Trust in Cosmetic Brands: Examining the Mediating Role of Perceived Influencer Credibility and the Moderating Effect of Brand Experience in the Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarathne, A. I. U.; Udovita, P. V. M. V. D.
This study examines the impact of influencers on brand trust in Sri Lanka’s cosmetic industry, focusing on the mediating role of perceived influencer credibility and the moderating effect of brand experience. The research explores how influencer characteristics—expertise, trustworthiness, and attractiveness—shape consumer perceptions, with perceived influencer credibility acting as a bridge to foster trust. Grounded in the Source Credibility Theory and Brand Experience Model, the study addresses gaps in understanding the interplay between influencer attributes, credibility, and brand trust, offering localized insights into effective influencer marketing strategies. A quantitative, cross-sectional research design was adopted under a positivist philosophy. Primary data were collected through a structured questionnaire from 295 respondents in the Western Province, ensuring a diverse and trend-sensitive sample. Descriptive statistics characterized the demographic profile, while inferential analyses, including regression and structural equation modeling, tested hypotheses and explored the relationships between influencers, perceived credibility, brand trust, and brand experience. Ethical considerations such as informed consent and data confidentiality were strictly maintained. The findings confirm that perceived influencer credibility significantly mediates the relationship between influencers and brand trust. Influencer attributes—expertise, trustworthiness, and attractiveness—positively impact consumer confidence in endorsed brands. Additionally, brand experience moderates this relationship, where positive brand experiences enhance the trust-building effect of credible influencers, while negative experiences weaken this effect. These results underscore the importance of combining influencer marketing with strong brand experiences to build lasting consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting its generalizability to other regions and industries. The cross-sectional design prevents an analysis of long-term trends in consumer behavior. Furthermore, reliance on self-reported data introduces potential biases, and the exclusive use of quantitative methods limits an in-depth exploration of emotional and psychological aspects of brand trust. Theoretically, this research extends the Source Credibility Theory by emphasizing the mediating role of perceived influencer credibility in trust formation. It also integrates the Brand Experience Model to highlight the moderating influence of experiential factors. Practically, the findings suggest that cosmetic brands should collaborate with influencers who demonstrate strong credibility and alignment with brand values. Additionally, delivering consistent and engaging brand experiences can amplify the effectiveness of influencer endorsements. Future research could explore additional moderating factors, such as cultural influences or technological advancements like virtual influencers, using longitudinal and mixed-method approaches for a deeper understanding of influencer marketing dynamics.
Exploring the Role of Influencer Marketing on Green Brand Loyalty: Study the Mediating Effect of Environmental Consciousness with Special Reference to the Personal Care Industry in Sri Lanka: A Literature Review
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidanagama, A. S.; Udovita, P. V. M. V. D.
With the increasing global focus on sustainability, consumer behavior has shifted toward environmentally conscious purchasing decisions, particularly in the personal care industry. Influencer marketing has emerged as a key driver in promoting green brands and fostering consumer engagement. This study explores the impact of influencer marketing on green brand loyalty in Sri Lanka’s personal care industry while examining the mediating role of environmental consciousness. The research provides insights into how sustainability-driven influencer strategies can enhance consumer loyalty and strengthen brand positioning. A deductive approach and quantitative research methodology were employed to validate the conceptual framework and hypotheses. Data were collected through a structured questionnaire administered to 364 respondents from the Western and Southern provinces, where awareness and accessibility to green products are relatively high. Key variables, including influencer marketing, environmental consciousness, and green brand loyalty, were measured using validated scales. Statistical analyses, including correlation, regression, and mediation analysis, were conducted using Hayes’ PROCESS macro to assess the relationships among the variables. The results indicate a significant positive relationship between influencer marketing and green brand loyalty (β = 0.737, p < 0.001). Influencers who demonstrate credibility, relatability, and expertise effectively build trust and emotional connections with consumers. Content formats such as tutorials, testimonials, and eco-friendly lifestyle demonstrations play a crucial role in driving brand loyalty. Furthermore, influencer marketing significantly influences environmental consciousness (β = 0.689, p < 0.001), as influencers serve as educators who raise awareness about sustainability and eco-friendly behaviors. Additionally, environmental consciousness positively impacts green brand loyalty (β = 0.709, p < 0.001), indicating that consumers who are more environmentally aware exhibit stronger brand commitment. Environmental consciousness also partially mediates the relationship between influencer marketing and green brand loyalty (β = 0.268, 95% CI [0.172, 0.369]), suggesting that while influencer marketing directly influences loyalty, its impact is enhanced when consumers develop a deeper understanding of environmental issues. The reliance on self-reported data introduces potential biases, as respondents may overstate their environmental consciousness or loyalty. The cross-sectional design limits the ability to track long-term changes in consumer behavior. Furthermore, the study focuses on urban and suburban areas, which may not fully represent rural populations where access to green products and engagement with influencer marketing may differ. Theoretically, this study contributes to the green marketing and influencer marketing literature by demonstrating the mediating role of environmental consciousness in shaping brand loyalty. Practically, it offers actionable recommendations for brands, influencers, and policymakers. Brands should collaborate with credible influencers who align with sustainability values to amplify green messaging and foster stronger customer loyalty. Transparency in sustainability claims and the use of engaging content formats such as eco-friendly tutorials and testimonials can enhance trust and consumer engagement. For influencers, the findings highlight the importance of creating authentic, educational content that emphasizes the environmental benefits of green products. Policymakers can use these insights to establish regulations ensuring transparency in influencer marketing campaigns and preventing greenwashing. Future research could explore the role of different social media platforms in shaping consumer perceptions of green brands and investigate cross-cultural variations in sustainability-focused influencer marketing. Additionally, examining the influence of price sensitivity and product quality on green brand loyalty would offer deeper insights into consumer decision-making.
Exploring the Role of Personalized UX/UI in Driving Customer Loyalty: The Mediating Influence of Satisfaction and the Moderating Role of Culture in Sri Lankan E-Commerce
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nawanjana, H. R. S.; Subasinghe, S. M. A. N. M.
This study focuses on how consumer loyalty is affected by user experiences (UX) and personalized user interfaces (UI) in Sri Lanka's e-commerce sector. E-commerce is changing consumer behavior, especially in economies that are developing. It is important to understand how customized design features affect client retention. By investigating the moderating impact of cultural factors and the mediating function of customer satisfaction, this research aims to address important gaps in the literature. In order to offer insights into developing more captivating and loyalty driven e-commerce platforms, it examines the interaction between technical personalization and culturally appropriate design techniques. The nature of the research design is quantitative, and for that purpose, questionnaires were distributed among E-commerce users in the Colombo District. In this regard, the total sample size is 396, which is more than the minimum required of 385 at a confidence level of 95% and margin of error of 5%. The sampling followed will be simple random sampling to make the sample representative and reduce bias. Data analysis was performed in SPSS using a number of techniques: correlation analysis to investigate relationships between variables, regression analysis to estimate direct and combined effects, and mediation/moderation analysis to investigate the role of customer satisfaction and cultural considerations. Reliability and validity of measures were confirmed using Cronbach's Alpha and factor analysis, respectively. The findings indicate a positive, robust relationship between personalized UX, UI design and customer loyalty, with customer satisfaction playing a major mediating role. This aspect of personalization was translated into features which had to be considered in design phase, such as intuitive navigation, culturally aligned design elements, tailored recommendations, etc. All of these were bolstered by user satisfaction which in turn encouraged loyalty. In addition, culture was a significant moderating factor affecting responses to personalized UX, UI across demographic groups. These findings highlight the need for E-commerce platforms to customize their designs to accommodate the cultural and social preferences of their target audiences. A few limitations in this study have to be acknowledged. First, the geographical limitation of this study to the Colombo district alone restricts generalizing findings to other regions of Sri Lanka, given the existing different economic and cultural dynamics in those areas. Second, reliance on self reported survey data introduces biases associated with social desirability and recall inaccuracies. Lastly, the study's scope was limited to customer satisfaction and cultural considerations, and thus other potential moderating factors include technological literacy and economic status, which were left for future exploration. Addressing these limitations in subsequent research can enhance the comprehensiveness of the findings. Implications are both theoretical and practical. Theoretically, this adds to the body of increasing literature in e-commerce personalization about how UX, UI design and cultural consideration play a dual role in shaping customer loyalty. Practically, actionable insights are given for e-commerce practitioners operating in Sri Lanka and other similar markets. It is done by a culturally sensitive design strategy and personalized UX and UI elements. This, in turn, goes on to help build long-term loyalty in customers. The study further outlines that continuous improvement and user feedback mechanisms should be used to fine-tune design elements through changing consumer needs. In this relationship, future research may involve extending the geographical scope by including rural and suburban areas to get a broader insight into E-commerce user behavior in Sri Lanka. They could also delve into what extent emerging technologies, like artificial intelligence and machine learning, are being used for further personalization of UX and UI designs. Comparisons with other developing markets also add depth to the overall generalizability of findings globally.
Factors Influencing Consumer Visiting Intentions Toward Small and Medium-Scale Fashion Outlets in Sri Lanka’s Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhumali, A. P. D. K.; Bandara, B. S. S. U.
This study examines the factors influencing consumer visiting intentions toward small and medium-scale fashion outlets in Sri Lanka’s Western Province. Despite offering unique and localized products, these outlets face challenges in competing with large-scale retailers due to limited brand presence, marketing reach, and operational constraints. Addressing this practical and empirical gap, the study explores how visual and non-visual merchandising, store location, parking facilities, fashion trends, and promotional activities impact consumer decisions. By understanding these factors, small and medium-scale outlets can develop strategic measures to attract foot traffic and enhance competitiveness within Sri Lanka’s fashion retail industry. A quantitative research design was employed to systematically analyze the variables influencing consumer visiting intentions. Data were collected from 384 respondents residing in Sri Lanka’s Western Province, all of whom had visited small and medium-scale fashion outlets within the past three months. A structured questionnaire was designed based on a conceptual framework, incorporating store location, merchandising strategies, parking availability, promotional efforts, and alignment with fashion trends as key independent variables. A convenience sampling method was used to reach a diverse yet relevant respondent pool. IBM SPSS Statistics 25 was utilized for descriptive analysis, correlation assessment, and multiple regression modeling to examine the relationships between the identified variables and consumer visiting intentions. Findings indicate that all examined factors significantly influence consumer visiting intentions, with visual and non-visual merchandising emerging as the most impactful determinant. This underscores the importance of aesthetically appealing store layouts, window displays, and in-store ambiance in attracting and retaining customers. Fashion trends also played a critical role, reinforcing the need for trend alignment to cater to evolving consumer preferences. Additionally, practical factors such as store location and parking facilities were found to enhance shopping convenience, contributing to positive visiting intentions. While promotional activities were less influential than merchandising and fashion trends, they still played a meaningful role in generating awareness and increasing foot traffic. These findings align with existing literature on sensory marketing and consumer behavior, affirming the importance of creating engaging shopping experiences in an increasingly competitive retail landscape. Despite its contributions, the study acknowledges several limitations. The focus on the Western Province may limit the generalizability of findings to other regions in Sri Lanka where cultural, economic, and demographic variations may influence consumer behavior differently. Additionally, convenience sampling, while practical, may introduce selection bias, potentially affecting the reliability of the results. The use of self-reported data may also be susceptible to response biases. This research holds significant theoretical and practical implications. Theoretically, it contributes to consumer behavior and retail marketing literature by examining consumer visiting intentions within the context of small and medium-scale fashion outlets, a segment often overlooked in favor of large-scale retailers. The findings validate the role of sensory marketing strategies, such as visual and non-visual merchandising, in shaping consumer preferences while emphasizing the importance of operational factors like store accessibility and parking availability. From a practical perspective, the study provides actionable recommendations for small and medium-scale fashion retailers to enhance consumer engagement and competitiveness. Investing in dynamic visual merchandising practices, such as well-designed window displays, strategic lighting, and intuitive store layouts, can create more inviting shopping experiences. Additionally, aligning product offerings with evolving fashion trends can improve relevance and customer retention. Enhancing store accessibility and parking convenience is also crucial in increasing foot traffic and improving customer satisfaction. Promotional activities, particularly those centered around discounts, loyalty programs, and in-store events, can further incentivize customer visits. Beyond individual retailers, the study underscores the broader economic significance of supporting small and medium-scale fashion businesses, which primarily sell locally produced goods and contribute to entrepreneurship and employment. Strengthening their market position can drive regional economic growth while offering consumers diverse and accessible shopping options. Future research could expand on these findings by incorporating other provinces in Sri Lanka to develop a more comprehensive understanding of consumer behavior across varied retail environments. Additionally, employing qualitative research methods, such as focus groups and in-depth interviews, could provide richer insights into consumer motivations and perceptions. Future studies may also explore emerging technologies, such as digital marketing, social media influence, and e-commerce platforms, in shaping consumer visiting intentions in the evolving retail sector.
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.
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.
Factors Influencing Students’ Intentions to Enroll in Private Educational Institutions in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ruwanpathirana, S. R.; Bandara, B. S. S. U.
This study examines the factors influencing students’ intentions to enroll in private educational institutions in Sri Lanka, addressing the increasing demand for private education due to limited capacity in public institutions and rising competition. Understanding the key drivers of enrollment decisions is crucial for educational institutions to enhance their offerings and marketing strategies. The study explores location, price sensitivity, institutional reputation, traditional and digital advertising, recommendations, and learning facilities as determinants of enrollment intention, providing actionable insights for stakeholders in the private education sector. A quantitative research methodology was employed, collecting data from 327 respondents aged 15 to 30 years through structured questionnaires. The sample represented a diverse demographic, encompassing both urban and rural regions of Sri Lanka. The study was guided by theoretical models, including the Theory of Planned Behavior (TPB), Social Cognitive Theory (SCT), and Rational Choice Theory (RCT), to understand the decision-making processes influencing students' educational choices. Statistical techniques were used to test hypotheses and assess the relationships between independent variables (factors affecting enrollment) and the dependent variable (students' intention to enroll). Findings reveal that institutional reputation is a primary determinant of enrollment decisions, emphasizing perceived quality, alumni success, and brand recognition. Digital advertising, particularly targeted social media campaigns, significantly influences students’ choices, whereas traditional advertising methods have a lesser impact. Recommendations from alumni, peers, and educators play a crucial role, highlighting the importance of word-of-mouth marketing. Location is a key consideration, with urban institutions being preferred due to proximity to job opportunities and modern facilities. Price sensitivity also significantly influences enrollment, with affordability and perceived value affecting decision-making. Financial aid and scholarships enhance students' willingness to enroll. Moreover, learning facilities, including modern classrooms, libraries, and extracurricular opportunities, positively correlate with enrollment intentions. These findings underscore the multifaceted nature of student enrollment decisions, revealing the interplay of economic, social, and institutional factors. To attract and retain students, private institutions must adopt a holistic approach, addressing both practical concerns and emotional drivers. The study acknowledges several limitations. As research was conducted within Sri Lanka, findings may not be fully generalizable to other cultural, economic, and regulatory contexts. While the sample size is statistically valid, it represents a subset of the population, which may not capture the full diversity of enrollment intentions. Additionally, the study focuses solely on private institutions, leaving the public education sector unexplored. Furthermore, self-reported data may be subject to respondent biases, such as overstatement of certain factors due to social desirability. While seven key variables were examined, other potential influencers, such as parental influence and societal expectations, were not explored in depth. These limitations suggest the need for caution in generalizing findings while offering opportunities for future research. The implications of this study are significant for policymakers, private institutions, and researchers. Policymakers should focus on regulating private education to ensure equitable access and quality standards, potentially introducing tax incentives for scholarships and subsidies for private institutions. For private educational institutions, findings emphasize the importance of branding, digital marketing, and infrastructure development. Institutions should strengthen their online presence, leverage alumni networks, and adopt competitive pricing strategies. For researchers, this study serves as a foundation for further exploration into student enrollment intentions. Future research could adopt a comparative approach, analyzing public versus private institutions or expanding into international contexts. Longitudinal studies could provide deeper insights into how enrollment intentions evolve over time and in response to market dynamics.