9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Impact of Online Communities and E-Word of Mouth on E-Purchase Intention of Gen Z: The Mediating Role of E-Brand Trust in Online Fashion Industry Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, M. K. H.; Dissanayake, D. M. R.This study examines the impact of online communities and electronic word of mouth (E-WOM) on e-purchase intention (E-PI) of generation Z consumers in Sri Lankas online fashion industry with the mediating effect of e-brand trust (E-BT). The research aims to address the gap in understanding how gen Z consumers influenced by digital interactions in making e-purchase decisions in the context of Sri Lanka’s e-commerce and other online fashion sector, by analyzing the interactions of online community engagement and electronic word of mouth credibility and e-brand trust the study provides insights in to factors which drive online purchase behavior of gen z’s addressing the key problem of building e-brand trust and engagement in the competitive online fashion market. The study followed a quantitative research design, and survey data were collected through a self-administered questionnaire from selected sample of 305 individuals who represents the Gen Z consumers who shop for fashion items online and residing at all the provinces in Sri Lanka majoring the western province. The final dataset was analyzed by using SPSS-23 version. The statistical analysis found a significant positive impact of electronic word of mouth on e-purchase intention and the e-brand trust mediates the relationship between electronic word of mouth and e-purchase intention. Furthermore, it revealed that online communities also have a significant positive impact on e-purchase intention and e-brand trust mediates the relationship between online communities and e-purchase intention. The study highlights the pivotal role of electronic word of mouth as a digital tool for fostering digital trust and encouraging purchase intentions in digital platforms in the competitive online fashion industry, The sample is limited to gen Z consumers in Sri Lanka confining the generalizability of findings to the other demographics or regions and also the study focuses on the online fashion industry leaving the scope to explore the other ecommerce sectors. The study contributed to the theoretical knowledge by expanding the understanding of electronic word of mouth and online community dynamics in influencing gen Z's electronic purchase intentions in the relevant context. The findings paved the way for actionable insights for marketers emphasizing the need to build strong online communities and leveraging credible electronic word of mouth to enhance the e-brand trust and drive sales acquisitions to acquire a new consumers by highlighting gen Z as a main key area to consider, making digital presence more active than ever with significant impact to potential growth of business by leveraging digital assets effectively, Study could explore the comparative studies across different demographics or investigate other industries to validate and expand these findings. This research fills the gap in the existing literature and provides valuable insights to organizations that use digital platforms majoring in social media as communication tools.Item Impact Of E-CRM on E-Loyalty with the Mediating Effect of E-Trust in Private Sector Banks in Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Indunil, H. C. A.; Dissanayake, D. M. R.This study aims to look at how E-CRM has an impact on E-Loyalty with E-Trust in-between, in the private sector banks within the Western Province of Sri Lanka. Given the great uptake of technology in the banking industry in delivering customer value, it was crucial to establish the factors influencing customer loyalty in an electronic context. This research utilizes a quantitative research strategy to test the proposed hypotheses through a survey that received 385 responses from participants who completed a structured online questionnaire, most of which was shared on social media platforms and email addresses. In general, this approach guarantees the inclusion of as many customer segments as it is possible to sample the Internet banking service targets. All collected data in this study were analyzed statistically using correlation, regression, and mediation analysis through the Statistical Program for Social Sciences (SPSS). The results indicate that E-CRM has a positive significance with E-Loyalty at 0.712 at a significance level less than 0.01 and positive significance with E-Trust at 0.650 and a significance level less than 0.01. Moreover, the findings show that E-Trust accounts for E-Loyalty in a highly positive manner (r = 0.662, p < 0.01). Analysis of the regression data shows that E-CRM accounts for 57.6% of the variations in E-Loyalty, which points out to a strong suggestion that efficient E-CRM strategies are central to customer retention in the developed digital banking environment. Effects mediation test also supports our hypothesis regarding E-Trust mediating effect between E-CRM and E-Loyalty because the BootLLCI was 0.146 and BootULCI was 0.332, in other words they were greater than zero. From this perspective, the present work enriches the general body of knowledge of customer relationship management, by proposing an expanded Technology Acceptance Model (TAM) that includes E-Trust as a crucial mediator within the context of digital banking. It stresses the features of openness, dependability, security, and responsibility in using and handling data as the foundation for gaining customers’ trust in an online world. The study’s insight holds the following major implications for practitioners in the banking industry, especially as it relates to the development of a sound E-CRM that can forge lifelong relationships with the customers. For this reason, E-CRM frameworks need to consist of various guidelines and policies that should be adopted by the bank’s managers including the integration of friendly interfaces, accordant security, and individual services for every customer. Also, the study explores how organizational relationship factors require customer-specific trust-building measures including promises, repeat communications, and other relationship building activities. These measures do not only add value to the customer but also offer competitive advantages such as growing the retention rates of customers and gaining more value holistically. Therefore, this study shows the possible impacts of E-CRM as a competitive weapon in the twenty first century to enhance customer loyalty. It outlines directions for applying E-CRM and E-Trust in the identified private sector banks in Sri Lanka to achieve sustainable development and competitiveness in the developing globalization environment. Conclusively, this study leads future studies to replicate the work to another industry and/or another geographic area of the world.Item The Impact of Emotional Brand Attachment on Customer Loyalty of Ayurvedic Skin Care Products: The Mediating Effect of Brand Love Among Young Consumers in Sri Lanka: A Literature Review(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dissanayake, D. M. T. K.; Dissanayake, D. M. R.This study mainly focused the inter connections amongst Emotional Brand Attachment, Brand Love, and Customer Loyalty while concentrating on the Ayurvedic skincare market in Sri Lanka, especially among young consumers aged 15-29. Due to risk related to synthetic skin care products, young consumers seemed to become loyal to Ayurveda beauty care products that are organic, environmentally friendly, and culturally appropriate. Accordingly, the study investigates how brand love mediates emotional ties to brands and how these influence loyalty behaviors in a diverse and evolving market, drawing on the theories of attachment, self-expansion, and social identity. This paper fills the above-listed gap by exploring these constructs in the context of Ayurvedic skincare, which is a field that is all about consumer values, and traditional practices in combination with current preferences. This study applied a quantitative research design whereby 385 respondents were given structured questionnaires to complete for data collection, and convenient sampling method was used to execute the survey. The statistical analysis carried out by using SPSS-23 version revealed that brand love mediates the impact of Emotional Brand Attachment on Customer Loyalty, Moreover, affection, passion, and self-brand integration of the Emotional Brand Attachment were recognized as the critical elements that boost Brand Love. It then leads to customer loyalty behaviors which can also extend to repurchasing, advocating for the brand, identifying with the brand, and resisting other brands. In addition, the current research points out that loyalty behaviors are not restricted to consumption experiences but create a positive sense of belonging and identification among consumers on the part of the organization or business that is benefiting from their loyalty. In addition, the study also reveals that loyalty behaviors go beyond just the number of transactions but procreate a sense of belongingness to a community and identity among the loyal customers. So, the conclusions strengthen the theoretical assumption on the key role of emotional appeal in branding. A few exceptional Ayurvedic skincare brands that focus on the formation of appealing and meaningful linkages with consumers can enhance their consumer bonds and lay down long-term, positively appealing bonds with them and, thus, achieve sustainable competitive advantages. The stated strategies help not only retain the customers but also build brand image and customer loyalty in the long run. In an industry where competition is high and products are symbolic, emotional branding stands unique as a way for the brands to appeal to the consumer. By combining Emotional Brand Attachment, Brand Love, and Customer Loyalty into a unified framework specially designed for the understudied Ayurvedic skincare industry, this study significantly advances the field of emotional branding. It offers empirical evidence and valuable recommendations to marketers to distill culturally appropriate and emotionally appealing marketing strategies that would appeal to the younger generation. This paper adds to the branding literature by highlighting how branding strategies can resonate with, and thereby gain the support of, this group through appeal to their specific values, goals, and Culture. The work has useful implications for industry practitioners as it underscores the importance of performing analysis and matching the product and communication offers with the culture and emotion range consumers respond to. This therefore shows that Ayurvedic skincare brands must consider emotional branding a factor they can employ to effectively create a wedge between them and other competitors as they seek to create long term relationships with the consumers. Also, the findings provide a research agenda for future research, with directions to understand how the emotional branding strategies can build on the higher levels of brand loyalty in similar markets and consumers segments. This work calls for a comprehensive study of various complexities of the emotional branding approaches that firms could employ to foster helpful brand consumer relationships in various global cultures.Item Investigating the Impact of Influencer Marketing on Brand Evangelism of Beauty and Personal Care (BPC) Industry: The Mediating Role of Brand Trust with Special Reference to Generation ‘Z’ in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sachintha, H. P. K.; Dissanayake, D. M. R.This study critically investigates the impact of influencer marketing (IM) on brand evangelism (BEV) within Sri Lanka’s Beauty and Personal Care (BPC) industry, with a focus on Generation Z consumers. The research is motivated by the pressing need to address a critical challenge: the inability of IM campaigns to consistently convert high digital engagement into actionable consumer trust and advocacy. This issue is particularly significant in the BPC sector, where Generation Z, a digitally native demographic, prioritizes authenticity, transparency, and relatability in their interactions with brands. The study emphasizes the mediating role of brand trust (BT) as a pivotal factor that bridges IM dimensions—source credibility, source attractiveness, source familiarity, and attitude toward influencers—with BEV outcomes, such as purchase intentions, positive referrals, and oppositional referrals. Positioned within the evolving discourse on digital marketing and consumer behavior, this research contributes by constructing a localized, context-specific framework to evaluate how IM strategies influence BEV through the mediating effect of BT. By focusing on the unique preferences and behaviors of Generation Z in Sri Lanka, the study bridges a critical gap in the literature, which has insufficiently addressed the mechanisms driving advocacy in this market. The findings underscore the strategic importance of trust in leveraging IM as a tool for fostering long-term consumer loyalty and advocacy. Moreover, the study provides actionable insights for marketers and businesses to design effective, trust-centric IM campaigns tailored to the competitive and rapidly evolving BPC industry in Sri Lanka. The research employs a robust quantitative methodology anchored in the positivist paradigm, ensuring methodological rigor and replicability. Data were collected from 385 Generation Z respondents across Sri Lanka using a structured online survey. These respondents were selected based on their active engagement with BPC industry influencers on social media. The survey employed validated scales to operationalize IM sub-variables, BT, and BEV. Statistical analyses, including multiple regression, mediation testing, and correlational analysis, were conducted using SPSS 23 to test the hypothesized relationships within the conceptual framework. This methodological approach ensured the reliability and validity of findings while offering nuanced insights into the influence of IM on BEV through the mediating role of BT. The findings provide empirical evidence that IM significantly influences BEV, with BT serving as a critical mediator. Regression analyses reveal that IM explains over 79% of the variance in BEV behaviors, underscoring its strategic importance in fostering consumer advocacy. Among IM sub-variables, source credibility and source attractiveness are the most impactful in building BT, while source familiarity and positive attitudes toward influencers enhance BEV behaviors. Mediation testing confirms that BT partially mediates the relationship between IM and BEV, reinforcing the pivotal role of trust in converting digital engagements into actionable advocacy. These results align with global IM literature while emphasizing unique dynamics in Sri Lanka, such as the heightened importance of authenticity and relatability in influencing Generation Z consumers. Despite its contributions, the study is subject to several limitations. First, its focus on Generation Z within the BPC industry in Sri Lanka may limit the generalizability of findings to other demographic groups or industries. Second, reliance on cross-sectional data constrains the ability to capture temporal shifts in consumer behavior and the evolving dynamics of IM practices. Third, the use of self-reported data introduces potential biases, such as social desirability bias, that may affect the accuracy of responses. Future research should address these limitations by employing longitudinal designs, expanding the demographic and industrial scope, and integrating advanced qualitative methods to provide deeper insights into consumer perceptions and behaviors. Theoretically, this study advances the field by integrating IM, BT, and BEV into a cohesive framework tailored to an emerging market. It bridges significant gaps in the literature by offering localized insights into how IM strategies foster trust and advocacy in a socioculturally distinct context. The findings extend the application of key theories, such as the Source Credibility Theory, by demonstrating their relevance in shaping consumer behavior in Sri Lanka’s BPC sector. Practically, the study offers actionable recommendations for marketers and policymakers. Marketers are advised to prioritize influencer authenticity, demographic alignment, and culturally resonant messaging to build trust and drive advocacy. BT should be positioned as a strategic priority in IM campaigns, as trust fosters long-term consumer loyalty and advocacy beyond transactional engagements. Policymakers, in turn, are encouraged to develop guidelines that promote ethical practices and transparency in influencer collaborations, ensuring consumer protection and equitable market dynamics. The research also has implications for academia, providing a foundation for future studies exploring IM’s impact in other emerging markets. It highlights the importance of incorporating cultural and generational nuances into theoretical and practical applications, paving the way for comparative studies across diverse contexts. By addressing the interplay of IM, BT, and BEV in Sri Lanka’s BPC industry, the study contributes to the global discourse on digital consumer engagement and advocacy.Item Influence of Social Media Content Marketing on Brand Evangelism Towards Fashion Brands: Mediating Role of Brand Love Among Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarath, S. R. R. T.; Dissanayake, D. M. R.This study examined the influence of social media content marketing on brand evangelism in the Sri Lankan fashion industry, focusing on the mediating role of brand love among Generation Z (Gen Z) consumers. With their digital-native background, Gen Z represents a key demographic that interacts deeply with brands on platforms like Instagram and TikTok. These platforms provide opportunities for brands to connect with their audience through interactive and visually appealing content. A quantitative research approach was employed, using structured online questionnaires to collect data from 305 Gen Z respondents in Sri Lanka. Statistical techniques such as regression, mediation, and correlation analyses were used to examine the relationships between social media marketing strategies, brand love, and brand evangelism. The findings demonstrate that social media content marketing significantly impacts both brand love and brand evangelism. Key drivers of these relationships include authentic storytelling, influencer collaborations, visually appealing content, and user-generated contributions. Brand love emerged as a critical mediator, amplifying consumer advocacy behaviors. The study underscores the importance of creating emotionally engaging and value-driven social media content that resonates with Gen Z consumers. Furthermore, it highlights how platforms like Instagram and TikTok can be strategically used to foster emotional connections, enhance brand loyalty, and drive advocacy behaviors such as word-of-mouth promotion. The research emphasizes that brands should adopt strategies that align with Gen Z's values, such as transparency, sustainability, and inclusivity. These elements are crucial for fostering trust and emotional attachment, which are necessary precursors to brand evangelism. By creating content that reflects shared values and engaging directly with consumers through interactive formats, fashion brands can build meaningful relationships with Gen Z. However, the study also identifies limitations. The research is geographically confined to Sri Lanka's fashion industry and focuses exclusively on Gen Z consumers. The reliance on self-reported data and the cross-sectional nature of the study limits its generalizability and ability to infer causality. Future research could explore additional mediators, cross-cultural comparisons, and longitudinal designs to provide a more comprehensive understanding. Conclusively, this study contributes knowledge for applications for fashion brands linked with the marketing applications of social media marketing, brand love, and consumer advocacy. It emphasizes the necessity for Sri Lankan brands to harness social media's full potential, bridging emotional connections with Gen Z to achieve long-term brand loyalty, advocacy, and sustained market relevance.Item Influence of Social Media Advertising on Travel Decisions with the Moderating Effect of Travel Motivation; Study on Millennials and Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandakulani, A. M. Y.; Dissanayake, D. M. R.Millions of people around the world have been using social media to both inspire and plan their travel destinations. Perhaps, it is safe to assume that millennials and Gen Z are heavily reliant on social media influencers for their travel decisions. The purpose of this is to look at the effect of social media advertising on travel decisions and how travel motivation acts as a moderator. Furthermore, it investigates other ad elements specifically addressing how ad formats, Ad content, and ad engagement affect travel decision choices made by people, thus bridging an existing gap in the current body of literature about the subject of advertising. This study produced primary data through a structured questionnaire and convenience sampling from 434 respondents in a quantitative manner. In particular, descriptive statistics, correlation, and regression analysis consisting of 30 in IBM SPSS Statistics were used in data analysis, to provide a clearer interrelationship of variables in question. The findings concluded that travel decisions are affected by social media advertisements. This study was able to identify certain elements of advertising and marketing, such as ad content, engagement, and format which are influential when connecting consumers' behaviour with marketers. Even more, travel motivation was found to moderate the connection and thus increase the usefulness of social media advertising effectively to influence travel behavioral decisions. This study is limited by reliance on convenience sampling and self-reported information, which may introduce biases. Further, the focus on Millennials and Gen Z in a specific geographical area limits the generalizability of the findings to other demographic groups and settings. Conclusively, this study contributed to both theoretical and practical implications aligning social media advertising approaches with user preferences and motivations. Businesses operating in the travel industry could use the insights to develop tailored campaigns that could increase engagement, influence travel decisions, and foster long-term loyalty. Future research will examine the effects of emerging digital platforms and include a range of demographic and cultural settings to increase the generalizability of these findings.Item Influence of Cultural Tourism on Destination Loyalty Mediation of Cultural Distance with Reference to Foreign Tourists.(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Mallikaarachchi, P. S.; Dissanayake, D. M. R.Cultural tourism has emerged as a vital component of the global tourism sector, characterised by visitors seeking immersive experiences in destinations' tangible and intangible cultural heritage. It refers that cultural tourism's educational and experiential aspects, encompassing various attractions from historical monuments to living traditions whilst studies reveal that tourism is intrinsically linked to destination loyalty, where tourists tend to revisit locations and engage in positive word-of-mouth promotion. The economic impact of tourism in Sri Lanka is substantial, but still, it finds managerial challenges to optimize the market opportunities. Recent studies have highlighted the empirical gaps remaining in the tourism industry particularly about cultural tourism and destination loyalty whilst cultural distance has been pointed out as a mediating mechanism. Addressing to the research gaps, this study fallowed a positivism approach, and a deductive method was applied to conduct quantitative research. Primary data was collected through a survey administered to 200 foreign tourists visiting various cultural attractions in Sri Lanka, resulting in 164 valid responses. The survey measured three primary constructs: cultural tourism experiences, cultural distance, and destination loyalty. Cultural tourism was assessed based on authenticity, cultural learning, and participation in local activities. Cultural distance was measured by evaluating perceived social norms, language barriers, and lifestyle differences between tourists' home countries and Sri Lanka. Destination loyalty was evaluated through intentions to revisit and recommend Sri Lanka as a travel destination. The collected data was analysed using IBM SPSS Statistics 25, utilising descriptive statistics, correlation analysis, regression analysis, and mediation analysis. The findings revealed a strong positive relationship between cultural tourism experiences and destination loyalty (β = 0.770), indicating that high-quality cultural experiences significantly enhance tourists' loyalty to Sri Lanka. Additionally, cultural tourism experiences were found to have a significant but weaker positive influence on cultural distance (β = 0.225). Cultural distance also positively affected destination loyalty (β = 0.251), suggesting that perceived cultural differences can enhance the uniqueness and authenticity of the tourist experience, thereby fostering loyalty. Furthermore, cultural distance was identified as a partial mediator in the relationship between cultural tourism and destination loyalty. This implies that while cultural tourism directly influences destination loyalty, cultural distance enhances this relationship by adding depth to the cultural experiences. This study confirms all four hypotheses: cultural tourism, cultural distance, and destination loyalty. Several methodological limitations were there in the study since the sample excludes domestic visitors, and the focus was strictly on foreign tourists, which questions the application and scope of the findings derived. Although it was a sufficient sample size for statistical analysis, a larger sample size might make the study more generalisable. Findings are not directly transferable to other different cultural tourism destinations as the geographic specificity of Sri Lanka is a limitation. Additionally, reliance on English as the principal investigation language creates a risk for selection inclination and comprehension issues, which may forestall valuable perceptions from non-English talking sightseers. Together, these limitations highlight suggestions for future research to study cultural tourism using longitudinal designs, introduce a multilingual approach, and increase the scope of research to other territories to increase the robustness and generalizability of findings in the cultural tourism research field. This research has significant implications for practitioners and academics. The findings underscore the immediate need to develop and promote authentic cultural experiences to retain and attract tourists within the tourism industry in Sri Lanka. Sri Lanka should highlight its unique cultural characteristics, especially when targeting tourists from culturally unfamiliar backgrounds. Training programs for tourism service providers should also focus on cultural sensitivity to bridge the cultural gap and enhance the visitor experience. These practical implications will engage and interest the tourism industry in Sri Lanka and beyond.Item Impact of Social Media Influencers’ Credibility on Consumer Purchase Intention with Special Reference to the Beauty and Personal Care Industry among Females of Gen Z in Sri Lanka: with the Mediating Effect on Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hulangamuwa, R. R. W. G. D. P.; Dissanayake, D. M. R.The personal care industry of Sri Lanka is features with significant dynamics whilst sector specific managerial and practical issues are also found due to market volatility. Accordingly, this study examines the impact of social media influencers’ credibility on consumer purchase intentions, with a focus on Gen Z females in Sri Lanka’s beauty and personal care industry. It investigates how influencers’ credibility characterized by attractiveness, trustworthiness and expertise affects brand trust and subsequently shapes purchasing behavior. The research aims to bridge empirical and practical gaps in understanding the mediating role of brand trust in influencer marketing within the Sri Lankan context. A quantitative research approach was employed, utilizing a structured questionnaire distributed among Gen Z females in Sri Lanka. The questionnaire measured influencers’ credibility, brand trust, and purchase intentions using a five point Likert scale. Data analysis involved correlation and regression tests to examine relationships among the variables, with special attention to the mediating effect of brand trust. The results demonstrate a significant positive relationship between influencers’ credibility and both brand trust and purchase intention. Brand trust was confirmed as a partial mediator, enhancing the direct effect of influencer credibility on purchase intention. These findings align with prior studies while emphasizing the critical role of influencers in shaping consumer perceptions and behaviors in the Sri Lankan beauty and personal care market. The study focuses exclusively on Gen Z females in Sri Lanka’s beauty and personal care sector, limiting the generalizability of findings to other demographics, industries, or cultural contexts. Furthermore, the rapid evolution of social media platforms and marketing strategies may influence the long-term applicability of the results. Theoretically, the study contributes to evaluate how influencer marketing could result in purchase intention whilst searching the power of brand trust as a mediating mechanism. As per the research context examined, this study offers actionable insights for marketers, emphasizing the need to collaborate with credible influencers to enhance brand trust and purchase intentions. Future research could further examine cross industry applications and the role of content quality and engagement metrics in influencer credibility.Item Impact of Online Brand Communities on Brand Tribalism among Smart Mobile Phone Users in Sri Lanka: the Mediating Role of Perceived Brand Value and Differentiation(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Premathilake, W. H. G. R. P.; Dissanayake, D. M. R.This study investigates how brand tribalism among Sri Lankan smartphone users is impacted by Online Brand Communities (OBCs). It looks at how OBCs affect tribalism, emphasizing the mediating functions of differentiation and perceived brand value. The study fills in knowledge gaps about cultural influences on brand tribalism in non-Western contexts by situating it within Sri Lanka's collectivist society. Additionally, it looks into how OBCs promote loyalty and a sense of belonging, which boosts brand advocacy in the competitive smartphone market. It also provides insights into how to use digital communities to engage and stand out from the competition. Using a mixed-methods approach, the study combined qualitative insights with quantitative questionnaires. 388 participants completed structured online surveys that focused on important criteria such community involvement, brand advocacy, content quality, and brand-related aspects. Regression and mediation modelling were among the statistical techniques used to investigate the connections between brand tribalism, differentiation, perceived brand value, and OBC involvement. This study explores the impact of Online Brand Communities (OBCs) on brand tribalism among smartphone users in Sri Lanka, focusing on the mediating roles of perceived brand value and differentiation. The findings reveal that OBCs significantly enhance emotional bonds and shared identity, fostering tribal loyalty and advocacy. Perceived brand value, including utility, quality, and emotional satisfaction, mediates this relationship by strengthening consumer loyalty. Differentiation through innovation, exclusivity, and storytelling further enhances tribal behaviours by creating a sense of belonging and exclusivity. Community engagement—active participation, user-generated content, and event involvement—emerged as critical drivers of tribal loyalty. Quality content, characterized by informational value, entertainment, and relevance, enhances trust and community cohesion, while brand advocacy, including positive word-of-mouth and brand defence, reinforces communal identity and loyalty. Younger users (18–34 years) were the most active participants, with Apple leading as the preferred brand for tribal engagement. The study underscores the strategic importance of vibrant and interactive OBCs, innovative differentiation, and engaging content in fostering tribal loyalty, offering actionable insights for brands in Sri Lanka’s competitive smartphone market. There are several limitations that could affect the study's findings. By only providing a glimpse of the relationships between variables, the cross-sectional design restricts insights into how they change over time. The concentration on Sri Lanka's collectivist society may limit generalizability to other cultural contexts, and the online data gathering process may have biased the sample by excluding fewer tech-savvy individuals. Additionally, because these users are more likely to be devoted and hold positive views, the study only included participants who had previously participated in OBCs, which may introduce bias. It also avoids technical barriers like poor device quality or internet connections that can limit OBC participation. Additionally, the positive effects of OBCs are highlighted at the expense of some bad behaviours, such as exclusion or brand conflicts. Finally, although the study examined perceived brand value and differentiation, it omitted other factors that would provide a more complete picture, including customer creativity or social influence. For a more comprehensive understanding of OBCs and brand tribalism, future research might address these issues by utilizing longitudinal designs, investigating a variety of contexts, and incorporating both positive and negative dynamics. By placing brand tribalism within Sri Lanka's collectivist culture, this study adds important insights to the body of knowledge on emerging markets. It emphasizes how perceived brand value and distinctiveness are used by Online Brand Communities (OBCs) to promote advocacy and loyalty. The results go beyond current theories by highlighting how emotional ties and digital interaction contribute to brand tribalism. From a practical standpoint, the study emphasizes the importance of dynamic OBCs in fostering emotional bonds with customers. Brand value and differentiation are increased by tactics like storytelling, special privileges, and tailored content, which encourage advocacy and loyalty. It places a strong emphasis on originality and distinctive qualities to make brands stand out in crowded markets. The study highlights the influence of cultural nuances on consumer behaviour, recommending that brands align community strategies with local norms. Leveraging Sri Lanka's collectivist culture can strengthen tribal ties by fostering identity and belonging in OBCs. Additionally, the research provides a framework for applying these strategies in other developing markets, showcasing digital platforms as powerful tools for enhancing consumer-brand connections and guiding the development of tailored marketing strategies to build enduring brand loyalty.Item Impact of Out-of-Home Advertising on Customer Purchase Intension of Smartphones: The Moderating Role of Brand Trust with Special Reference to Gen Z in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Marasinghe, T. O. B.; Dissanayake, D. M. R.This study examines the influence of Out-of-Home (OOH) advertising on the purchase intentions of Generation Z consumers in the Sri Lankan smartphone market, focusing on the moderating role of brand trust. While extensive research has been conducted globally on the efficacy of advertising, studies specifically addressing OOH advertising in Sri Lanka, particularly in connection with Generation Z, remain limited. This gap in the literature is critical, given the increasing prominence of OOH advertising in emerging markets like Sri Lanka, where unique cultural and economic dynamics shape consumer behavior. The study contributes to a nuanced understanding of the interplay between visibility, location, frequency, and creativity in OOH campaigns and their influence on consumer behavior. The research adopts a positivist paradigm, employing a quantitative, correlational research design to establish relationships between variables. Data were collected from a sample of 377 respondents through convenience sampling, and SPSS 23 was utilized for analysis. Descriptive statistics, correlation analysis, and multiple regression tests provided insights into the impact of OOH advertising on purchase intentions. The study further employed PROCESS macro modeling to evaluate the moderating effects of brand trust. By integrating Riley’s Retail Gravitation model and the TAB’s Visibility Index alongside established indicators the study offers a comprehensive analytical framework tailored to the Sri Lankan context. The findings reveal a positive correlation between OOH advertising and purchase intentions among Generation Z consumers. Notably, visibility, location, and frequency emerged as significant predictors of purchase intention, highlighting the importance of strategic ad placement and repetitive exposure in capturing consumer attention. However, contrary to existing literature, creativity—traditionally deemed a pivotal element in advertising effectiveness—did not exhibit a significant relationship with purchase intention in this study. The moderating role of brand trust was substantiated, underscoring its capacity to enhance the impact of OOH campaigns on consumer decisions. These results underscore the vital role OOH advertising plays in shaping consumer behavior within the smartphone industry in Sri Lanka. While this study provides valuable insights, it is not without limitations. The reliance on convenience sampling may limit the generalizability of the findings. Furthermore, the study’s focus on Generation Z excludes the perspectives of other demographic groups that might interact differently with OOH advertising. Future research could expand the scope to include diverse consumer segments and explore longitudinal data to capture evolving trends in advertising effectiveness. Practically, the study offers actionable recommendations for marketers in the Sri Lankan smartphone industry. By leveraging findings on visibility, location, and frequency of exposure, brands can optimize their OOH advertising strategies to better engage Generation Z consumers. Moreover, integrating elements that build brand trust, such as transparent messaging and ethical branding, can amplify the efficacy of advertising efforts. As Sri Lanka’s smartphone market continues to grow, this research provides a critical foundation for developing robust, consumer-centric advertising strategies that align with local market dynamics and global best practices. By bridging gaps in the existing literature and offering practical applications, this study contributes to both academic discourse and industry practice, enhancing our understanding of how OOH advertising can impact Purchase intention of Generation Z customers.