9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Impact of Content Authenticity on Brand Image: The Moderating Role of Gender Stereotypes and the Mediating Role of Social Media Engagement in the Sri Lankan Textile Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshani, O. H.; Bandara, B. S. S. U.The textile industry is a key contributor to the Sri Lankan economy, yet it faces significant challenges in adapting to digital marketing and consumer engagement trends. While the use of social media for brand promotion is increasing, user-generated content (UGC) consistently outperforms official brand pages in terms of engagement. This gap underscores the need to explore how content authenticity influences brand perception, particularly in developing markets like Sri Lanka. Despite existing literature highlighting the role of authenticity in building trust and emotional connections, limited research has examined its impact on industries with traditional business models. This study investigates the relationship between content authenticity and brand image, with social media engagement as a mediator and gender stereotypes as a moderator. A quantitative research approach was employed using a deductive methodology. The conceptual framework consists of content authenticity (independent variable), brand image (dependent variable), social media engagement (mediator), and gender stereotypes (moderator). Data were collected via an online survey, targeting Sri Lankan consumers aged 18 to 50. A sample of 385 valid responses was obtained from 389 distributed surveys using convenience sampling. The survey comprised 38 questions measuring various constructs. IBM SPSS Statistics was used for data analysis, applying Cronbach's Alpha for reliability assessment and the Kaiser-Meyer-Olkin (KMO) measure for validity testing. Multiple regression models were employed to examine relationships between variables. The sample was diverse, with most respondents aged 31 to 40 years, a high proportion of full-time employees, and a gender distribution of 64% male and 36% female. Reliability analysis confirmed high internal consistency, with all variables exceeding the 0.7 threshold for Cronbach’s Alpha. Validity tests demonstrated adequate sample adequacy and intercorrelations, with KMO values above 0.5. Normality tests indicated that skewness and kurtosis values were within acceptable limits (-2 to +2). Findings reveal that content authenticity has a strong positive impact on social media engagement and brand image. Regression analysis showed that content authenticity accounts for 89.1% of the variance in social media engagement and 92.2% of the variance in brand image. Furthermore, social media engagement mediates the relationship between content authenticity and brand image, amplifying its impact. Additionally, gender stereotypes moderate the relationship between content authenticity and social media engagement, influencing how different consumer segments interact with authentic content. These findings underscore the critical role of authentic, user-driven content in shaping brand perceptions within the Sri Lankan textile industry. Despite its contributions, the study acknowledges several limitations. The sample size of 385 respondents and geographic focus on Sri Lanka may limit the generalizability of findings to other regions and industries. Additionally, convenience sampling may introduce biases, and the study does not account for external variables such as economic factors, brand reputation, or competitive market dynamics. Future research should explore larger and more diverse samples, adopt mixed-method approaches, and examine longitudinal effects of content authenticity on brand loyalty and consumer trust. The study has important theoretical and practical implications. Theoretically, it contributes to digital marketing literature by demonstrating the mediating role of social media engagement and the moderating effect of gender stereotypes in influencing brand image. Practically, the findings provide actionable insights for textile brands, emphasizing the need to leverage influencer collaborations, user-generated content, and brand storytelling. Marketers should focus on interactive, behind-the-scenes content and culturally relevant messaging to foster emotional connections and enhance engagement. Additionally, real-life imagery featuring diverse consumer representations may resonate more effectively than overly polished advertisements, aligning with evolving consumer preferences. By incorporating content authenticity into their social media strategies, Sri Lankan textile brands can strengthen consumer trust, enhance engagement, and build a resilient brand image in an increasingly digital marketplace.Item The Impact of Attitudes toward Online Retargeting Ads on Brand Perception among Gen Z: the Mediating Effect of Ad Fatigue & the Moderating Effect of Perceived Ethicality(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Amarasinghe, D. T.; Bandara, B. S. S. U.Advertising has evolved from traditional methods to digital platforms, leveraging behavioral targeting and dynamic retargeting to deliver personalized ads. This study examines the impact of attitudes toward online retargeting ads on brand perception among Generation Z in the Western Province of Sri Lanka, with ad fatigue as a mediator and perceived ethicality as a moderator. Given the high digital engagement of Generation Z, understanding their interaction with retargeting ads is crucial for marketers. While previous studies primarily focus on the direct relationship between advertising and purchase intention, research on brand perception especially within the Sri Lankan context remains limited. This study addresses this gap by positioning attitude toward online retargeting as the independent variable, brand perception as the dependent variable, and incorporating ad fatigue and perceived ethicality as mediating and moderating variables, respectively. A quantitative research approach was adopted, utilizing survey data from 390 valid responses. Findings reveal that attitudes toward online retargeting ads significantly influence brand perception among Gen Z in the Western Province, Sri Lanka. Additionally, ad fatigue significantly impacts brand perception, as repetitive and intrusive ads contribute to consumer frustration. Furthermore, ad fatigue mediates the relationship between attitude toward online retargeting ads and brand perception, emphasizing the importance of balancing personalization and frequency in retargeting campaigns. However, the study found that perceived ethicality does not moderate the relationship between attitude toward online retargeting and ad fatigue, likely due to limited awareness of data ethics and privacy laws among Sri Lankan Gen Z consumers. While these findings offer valuable insights for marketers, the study acknowledges limitations, including the lack of cultural and economic variations in perceptions of retargeting ads and potential constraints of the survey-based methodology in capturing real-world behavioral patterns. This research is particularly beneficial for Sri Lankan marketers seeking to navigate the unique expectations of Generation Z consumers, offering strategic implications for sustaining a positive brand image in the evolving digital landscape.Item Investigating the Mediating Effect of Emotional Branding on the Relationship Between Customer Shopping Experience and Customer Loyalty: A Study on Modern Trade in the Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nalanda, W. W. C.; Bandara, B. S. S. U.This study examines the mediating role of emotional branding in the relationship between customer shopping experience and customer loyalty in Sri Lanka’s modern trade sector, specifically within the Western Province. While existing literature highlights the significance of customer shopping experience and emotional branding, limited research explores their combined influence on customer loyalty in this context. Addressing this gap, the study investigates how emotional branding transforms shopping experiences into long-term customer loyalty, particularly considering factors such as staff behavior, store ambiance, and brand interactions. The findings contribute to retail marketing literature and offer practical insights for businesses aiming to build emotional connections, enhance customer satisfaction, and sustain competitive advantage in Sri Lanka’s evolving retail sector. A quantitative research approach was adopted using a deductive methodology. Data were collected through a Google Survey distributed via social media platforms (WhatsApp, LinkedIn Messenger) targeting customers in the modern trade sector within the Western Province of Sri Lanka. A total of 400 responses were gathered, of which 385 were valid and analyzed. The study employed IBM SPSS Statistics 23 for data analysis, utilizing descriptive statistics, multiple regression analysis, and Sobel mediation tests to assess relationships among key variables and test research hypotheses. This structured approach ensured statistical rigor and provided valuable insights into the mediating effect of emotional branding on customer shopping experience and loyalty. Findings reveal a strong positive relationship among the examined variables. Enhanced customer shopping experiences significantly contribute to customer loyalty, while emotional branding plays a crucial role in strengthening this relationship by fostering deeper emotional connections with customers. Moreover, mediation analysis confirmed that emotional branding significantly mediates the impact of customer shopping experience on customer loyalty, reinforcing its critical role in driving repeat patronage. These results highlight the importance of sensory-rich retail environments, personalized services, and strategic emotional branding in influencing consumer behavior. The findings further validate prior research, emphasizing the power of emotional connections in cultivating long-term customer relationships. However, this study is limited to the modern trade sector within the Western Province of Sri Lanka, restricting generalizability to other geographical locations and alternative retail formats (e.g., traditional trade and e-commerce). Additionally, convenience sampling may introduce biases, potentially affecting the representativeness of the data. Although the sample size is statistically adequate, self-reported data may be subject to response biases. The study offers theoretical contributions by reinforcing the role of emotional branding in fostering customer loyalty through emotional engagement. Practically, it underscores the importance of embedding emotional branding into a retailer’s identity, aligning emotional values with customer expectations, and creating immersive shopping experiences. Key managerial insights suggest that retailers should focus on multi-sensory experiences, data-driven personalization, and consistent omnichannel strategies to enhance emotional engagement. Furthermore, training employees in emotional intelligence and empathy is crucial for delivering emotionally impactful interactions with customers, ultimately enhancing shopping experiences and driving long-term loyalty.Item Investigating the Impact of Seasonal Advertising on Consumer Buying Attitudes During the Festival Season: The Mediating Role of Spiritual Insights in the FMCG Industry in Sri Lanka.(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Rajapaksha, K. P. G. M.; Bandara, B. S. S. U.Item Influence of Factors on Intention to Use Self-Service Checkout Technology in Sri Lanka’s Modern Trade Sector: The Moderating Role of Technology Anxiety(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madanayake, V. K.; Bandara, B. S. S. U.This study examines the factors influencing consumer intention to adopt Self-Service Checkout Technology (SSCT) in Sri Lanka’s modern trade sector, with a particular focus on Perceived Ease of Use (PEOU) and the moderating effect of technology anxiety. While SSCT has become a mainstream technological advancement in global retail markets, its adoption in Sri Lanka remains limited to only two Keells Super Market outlets, indicating a significant research gap in understanding consumer behavioral drivers of acceptance. Grounded in the Technology Acceptance Model (TAM), this study explores the role of PEOU-including dimensions such as speed, functionality, customer satisfaction, convenience, and simplicity-in shaping consumer behavioral intention toward SSCT adoption. Additionally, the study investigates how technological anxiety moderates this relationship, potentially hindering consumer confidence in using automated systems. A structured survey was conducted among 218 respondents, representing a cross-section of retail consumers in Sri Lanka. Hypothesis testing was carried out using statistical analyses to assess the positive effects of PEOU on behavioral intention and the moderating role of technology anxiety. Findings confirm that PEOU plays a critical role in SSCT adoption, as consumers are more likely to embrace technologies perceived as simple, intuitive, and efficient. However, technology anxiety significantly moderates this relationship, particularly among individuals with limited digital literacy or minimal prior exposure to self-service technology. Respondents with higher levels of technology anxiety exhibited reduced confidence in using SSCT, despite acknowledging its ease of use, reinforcing the psychological barriers to adoption. Among the dimensions of PEOU, speed and convenience had the strongest impact on consumer intention to use SSCT, with faster transactions and independent purchasing experiences emerging as key adoption drivers. Functionality-measured by error-free scanning, diverse payment options, and seamless system operation-also played a crucial role, enhancing both trust and ease of use perceptions. Additionally, customer satisfaction and simplicity contributed to positive attitudes, reinforcing user confidence and willingness to adopt SSCT. This study makes a theoretical contribution by integrating technology anxiety into the TAM framework, extending its applicability in understanding consumer behavior in emerging markets. From a practical perspective, the findings provide actionable recommendations for Sri Lankan retailers, emphasizing the need for; User-centric SSCT interface designs with multilingual support and enhanced error-handling capabilities; On-site customer assistance to mitigate technology-related anxieties; Consumer education initiatives, including interactive demonstrations and promotional campaigns, to increase awareness of SSCT benefits; Strategic measures to create positive first-use experiences, ensuring greater consumer confidence and trust in SSCT adoption. As Sri Lanka’s modern retail sector evolves, the study highlights the importance of addressing both cognitive (PEOU) and emotional (technology anxiety) factors to accelerate technology adoption. Future research could extend these findings by exploring demographic influences, such as age and education, on PEOU and technology anxiety, or by conducting longitudinal studies to analyze evolving consumer attitudes as digital literacy improves over time.Item Impact of TikTok Content on TikTok Virality: The Mediating Role of Emotional Triggers in the Sri Lankan Fashion Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, L. A. S. N.; Bandara, B. S. S. U.This study examines the impact of TikTok content on its virality, with a focus on the mediating role of emotional triggers in the Sri Lankan fashion industry. As TikTok continues to redefine digital marketing strategies, particularly in visually driven industries like fashion, understanding how emotional appeal influences content virality is critical. This research explores how fashion brands in Sri Lanka leverage TikTok, assessing the platform’s effectiveness in capturing consumer attention and driving engagement through emotionally compelling content. A quantitative research approach was adopted, collecting primary data from 385 TikTok users who frequently engage with content related to Sri Lankan fashion brands. A structured questionnaire was administered using a non-probability convenience sampling technique. Data were analyzed using descriptive statistics, correlation analysis, and regression modeling via IBM SPSS Statistics 25. The study’s conceptual framework examines the interrelationships between TikTok content, emotional triggers, user engagement, and content virality. Findings reveal that emotional triggers play a crucial role in determining TikTok content virality. Content that evokes strong emotional responses enhances user engagement, leading to higher brand recall and consumer interaction. The study confirms that emotional triggers mediate the relationship between TikTok content and its viral reach, reinforcing prior research that highlights emotional attachment as a key driver of social media marketing effectiveness. This demonstrates that content designed to provoke emotions whether through humor, inspiration, nostalgia, or excitement—can significantly enhance brand visibility and consumer loyalty. However, the study acknowledges several limitations. The sample size of 385 respondents, while statistically adequate, may not fully capture the diversity of TikTok users in Sri Lanka across different demographics and geographic regions. Additionally, the research focuses exclusively on TikTok, limiting the applicability of findings to other social media platforms. The study also centers on the fashion industry, meaning results may not be directly transferable to other industries. Future research could expand the scope by examining multiple social media platforms and exploring cross-industry comparisons to enhance external validity. This study provides significant implications for both academic research and industry practice. Theoretically, it expands existing literature on social media marketing, specifically by examining the role of emotional triggers in content virality. Practically, the findings offer valuable insights for fashion marketers seeking to optimize their TikTok strategies. By crafting emotionally engaging content, brands can enhance consumer engagement, increase brand exposure, and drive long-term customer loyalty. Marketing practitioners can utilize these insights to design content that elicits strong emotional responses, thereby maximizing virality and digital marketing effectiveness.Item Impact of Negative Online Reviews on Brand Trust: The Moderating Role of Online Company Response in the Sri Lankan Clothing Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hettiarachchi, P. G. D. P.; Bandara, B. S. S. U.Negative online reviews can significantly impact brand trust, particularly in consumer-driven industries like clothing, where purchasing decisions are heavily influenced by digital perceptions. This study examines the relationship between negative online reviews and brand trust in the Sri Lankan clothing industry, with a particular focus on the moderating role of online company responses. Addressing a key gap in the existing literature, this research explores how proactive and strategic responses to negative feedback can mitigate potential damage to brand trust and help brands maintain strong consumer relationships. A quantitative research approach was employed, utilizing a positivist research paradigm and a deductive methodology. Primary data were collected through a structured questionnaire with 15 questions, distributed to a sample of 394 respondents aged 18 to 60 years who have interacted with Sri Lankan clothing brands online. Data analysis was conducted using IBM SPSS Statistics, applying descriptive statistics, correlation analysis, and regression modeling to examine the relationships between negative online reviews, brand trust, and the moderating effect of online company responses. Findings reveal a strong negative correlation between negative online reviews and brand trust, indicating that customer trust in a brand significantly declines when exposed to unfavorable feedback. However, the study confirms that online company responses play a crucial moderating role in mitigating the adverse effects of negative reviews. Personalized, timely, and well-crafted responses can reduce reputational damage, restore consumer confidence, and maintain trust. These findings emphasize the importance of proactive digital engagement and robust complaint management strategies for clothing brands operating in Sri Lanka’s increasingly digital marketplace. Despite its contributions, the study acknowledges several limitations. The focus on negative online reviews as the sole determinant of brand trust means that other potential influencing factors were not considered. Additionally, as the study is specific to the Sri Lankan clothing industry, findings may not be fully generalizable to other industries or markets. The use of a structured questionnaire with a limited number of questions may also have constrained deeper consumer insights. This research holds significant theoretical and practical implications. Theoretically, it contributes to brand trust and digital marketing literature by demonstrating the moderating effect of online company responses in managing consumer perceptions of negative feedback. Practically, the findings offer actionable recommendations for clothing brands, emphasizing the need to; Respond quickly and transparently to negative reviews to minimize damage; Train social media and customer service teams to handle complaints professionally; Implement crisis communication and service recovery frameworks to maintain brand credibility; Leverage negative reviews as opportunities to demonstrate responsiveness and commitment to customer satisfaction. This study also provides a foundation for future research, particularly in cross-industry comparisons, longitudinal assessments of response strategies, and an exploration of how negative reviews on social media platforms like Instagram and YouTube affect brand trust. Understanding the long-term impact of response strategies could further help businesses refine their digital reputation management practices. By effectively managing negative online reviews, brands can not only preserve trust but also transform dissatisfied consumers into long-term brand advocates, strengthening their competitive advantage in the digital marketplace.Item 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.Item 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.Item 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.