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