9th Student Research Conference in Marketing (SRCM) - 2025
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Item Unlocking the Power of Buy Now Pay Later (BNPL) Apps: How Attitude Shapes Gen Z's Impulsive Buying in Sri Lankan Online Clothing Market in the Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kandewaththa, K. H. A.; Karunanayake, R. K. T. D.This study explores the relationship between intention to use Buy Now Pay Later (BNPL) services and impulse buying behavior among Generation Z consumers engaged in online retail clothing purchases in Sri Lanka’s Western Province. The research is particularly relevant in developing economies where BNPL has emerged as an alternative payment method, offering financial flexibility to young consumers. In this context, attitude serves as a mediating variable, shaping the link between BNPL adoption and impulsive buying tendencies. The study is grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, assessing how performance expectancy, effort expectancy, social influence, and facilitating conditions drive BNPL adoption and its subsequent impact on impulse buying behavior. A quantitative research design was adopted, with 427 Generation Z respondents selected via convenience sampling from Sri Lanka’s digital payment user base. Data was gathered through an online structured questionnaire and analyzed using IBM SPSS, employing descriptive statistics, correlation analysis, and multiple linear regression to test the hypotheses. Reliability and validity tests ensured the robustness of the findings. Results indicate that attitude significantly mediates the relationship between BNPL services and impulse buying behavior. Consumers who perceive BNPL as a convenient and low-risk payment method exhibit higher impulsive buying tendencies. Moreover, Generation Z consumers demonstrate a strong awareness of BNPL services, with their adoption linked to payment flexibility, which encourages impulse-driven purchases. These findings align with trends observed in Western markets while also highlighting unique cultural and economic characteristics specific to Sri Lanka. Despite its contributions, the study has certain limitations. It relies on self-reported data, which may introduce social desirability bias. Furthermore, its focus on the online retail clothing industry and the Western Province restricts the generalizability of findings to other regions and industries. From a practical perspective, the study provides valuable insights for online retailers and BNPL providers, suggesting the need to refine marketing strategies that appeal to Generation Z consumers while promoting the responsible use of BNPL services. From a theoretical standpoint, this research advances the understanding of payment systems and consumer behavior in emerging economies, particularly the role of BNPL in shaping impulse buying tendencies. For policymakers, the study underscores the importance of consumer protection measures to ensure ethical and sustainable BNPL adoption. Future research should explore cross-cultural and cross-industry perspectives, as well as longitudinal trends in BNPL usage, to better understand its evolving impact on consumer behavior.Item “TikTok User Generated Content & Purchasing Power” Exploring the influence of TikTok User-Generated Content on Consumers’ Purchasing Intention in Sri Lanka’s Herbal Cosmetics Market: examining the mediating role of perceived brand credibility(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayakodi, J. A. I. S.; Karunanayake, R. K. T. D.With the rapid advancement of information technology and the growth of social media platforms, consumers increasingly engage in text, image, and video-based content exchanges. Short-form videos, particularly on TikTok, have gained immense popularity, allowing users to share experiences, ideas, and product recommendations with a vast audience. In the global cosmetics industry, herbal cosmetic products have emerged as a growing trend, driven by consumer preferences for natural alternatives. Social media platforms have played a crucial role in shaping this trend, highlighting the need to investigate how TikTok user-generated content (UGC) influences consumer purchasing behavior. Despite extensive global research on TikTok’s role in shaping consumer decisions, Sri Lanka remains underexplored, necessitating further examination of its impact on the herbal cosmetics market This study develops a conceptual framework based on the Information Adoption Model (IAM), incorporating Information Quality and Source Credibility as key determinants of TikTok UGC’s influence on purchase intentions. A descriptive, deductive research approach was employed, with data collected via a structured survey distributed to 440 individuals through convenience sampling. However, after eliminating incomplete responses, 368 valid responses were analyzed using descriptive analysis, correlation analysis, and regression techniques through SPSS software. The findings indicate a significant positive relationship between TikTok user-generated content and purchase intention, with Information Quality and Source Credibility emerging as critical factors in consumer decision-making. Furthermore, Perceived Brand Credibility was identified as a mediating variable, strengthening the impact of TikTok UGC on purchasing intentions. While these insights contribute to the existing literature on social media marketing, the study acknowledges certain limitations. The sample size may not fully represent Sri Lankan consumer preferences, raising concerns about generalizability. Additionally, time constraints during data collection restricted the sample’s diversity. Future research should expand the sample size, explore cross-industry applications, and examine long-term consumer behavior trends in response to TikTok marketing strategies. From a practical perspective, these findings offer valuable implications for herbal cosmetic brands. Marketers are encouraged to integrate TikTok UGC into their digital marketing strategies, leveraging high-quality and credible user-generated content to enhance brand trust and consumer engagement. As short-form video marketing continues to evolve, brands must adopt data-driven approaches to optimize their social media communication and advertising strategies.Item The Role of Electronic Word of Mouth in Influencing Purchase Intention: Mediating Effects of Brand Image in the Sri Lankan Electric Scooter Market(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunadasa, G. A. A. P.; Karunanayake, R. K. T. D.The increasing focus on sustainability and technological innovation has significantly transformed consumer behavior, particularly in the transportation sector. In Sri Lanka, the adoption of electric scooters is accelerating due to policy reforms, environmental concerns, and rising fuel costs. This study examines the impact of electronic word-of-mouth (eWOM) on consumers' purchase intentions in the Sri Lankan electric scooter market, with an emphasis on the mediating role of brand image. The research evaluates key eWOM dimensions—including credibility, quality, intensity, and valence—and their influence on brand image and purchase intention. It highlights the growing importance of online consumer discussions in shaping purchase decisions, especially in markets undergoing rapid digital transformation. Employing a quantitative research design, data were collected from 379 respondents in Sri Lanka’s Western Province through structured surveys. The study utilized Structural Equation Modeling (SEM) to test and validate the hypothesized relationships between eWOM, brand image, and purchase intention. Findings reveal that eWOM significantly influences purchase intention both directly and indirectly through its impact on brand image. Credible and high-quality eWOM enhances brand image by fostering trust, reliability, and positive consumer perception, ultimately increasing the likelihood of purchasing electric scooters. These results underscore eWOM’s role as a powerful marketing tool, particularly in mobility markets where consumer trust is a critical factor in decision-making. The study provides valuable consumer insights, indicating that Sri Lankan buyers prioritize credibility, authenticity, and the frequency of online reviews and recommendations when considering electric scooter purchases. Compared to traditional advertising, eWOM is perceived as more trustworthy and relevant, positioning it as an essential channel for influencing consumer behavior. Furthermore, the research suggests that a strong brand image, shaped by positive eWOM, serves as a competitive advantage for brands in the emerging electric scooter market. Despite its contributions, the study has certain limitations. Its focus on the electric scooter industry and the Western Province may limit the generalizability of findings to other regions and industries. Additionally, external factors such as macroeconomic conditions, policy changes, and competitor activities were not accounted for, which may influence consumer decision-making. Future research could address these gaps by expanding the geographic scope, exploring other industry contexts, and incorporating mixed-method approaches to provide deeper insights into the interplay of eWOM, brand image, and purchase intention. From a theoretical perspective, this study enhances the understanding of eWOM’s impact on consumer behavior in emerging markets, particularly by examining the mediating role of brand image in Sri Lanka’s electric mobility sector. Practically, it provides strategic recommendations for marketers and policymakers. Marketers are encouraged to actively manage online reviews, foster credible and engaging eWOM, and invest in brand-building efforts to enhance consumer trust and purchase intention. Policymakers can leverage these insights to promote sustainable transportation initiatives, aligning with broader environmental and mobility goals. Future research could investigate platform-specific eWOM dynamics, comparing the impact of social media reviews versus dedicated online review platforms. Additionally, longitudinal studies could track evolving consumer perceptions of eWOM and brand image over time, offering valuable insights into digital marketing trends within Sri Lanka’s growing electric vehicle sector.Item The Impact of Online Review Attributes on Hotel Booking Intentions: Examining the Mediating Role of Emotional Engagement and Moderating Effects of Traveler Type (Backpackers vs. Digital Nomads)(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ediriweera, M. W. B.; Karunanayake, R. K. T. D.This study explores the intricate relationship between film engagement and booking intentions, with a particular focus on the subjective perceptions of travelers, specifically backpackers and digital nomads. Understanding how trust and consumer-generated data influence booking behavior on online platforms such as TripAdvisor and Booking.com is becoming increasingly critical for decision-making in the hospitality industry. However, the psychological mechanisms driving these behaviors and how they vary across different travel segments remain underexplored. A quantitative research design was employed, with data collected from 308 respondents through a structured survey. Descriptive statistics, correlation analysis, and regression analysis were conducted to examine the relationships between online review attributes, traveler engagement, and booking intentions. Findings indicate that key online review features—such as consensus, comprehensiveness, authenticity, and the presence of key reviews—are strongly associated with engagement levels and subsequent booking decisions. The study highlights emotional regulation as a critical predictor of booking behavior. Positive reviews enhance trust and excitement, encouraging stronger booking intentions, while negative reviews create hesitation. Attributes such as detail and relevance play a vital role in shaping and maintaining emotional responses, ultimately influencing decision-making. Furthermore, the relationship between review attributes and booking intentions is significantly mediated by travel segmentation. Experience-driven travelers, such as backpackers and cultural explorers, prioritize emotionally engaging and experiential reviews, particularly those highlighting authenticity, social interactions, and local experiences. Digital nomads and remote workers, in contrast, emphasize functional aspects, valuing online presence, work-friendly environments, and extended stay options. These differences underscore the importance of customized review management strategies tailored to different traveler segments. Personalized AI-powered review platforms can enhance engagement by delivering content aligned with individual travel needs and preferences.From a theoretical perspective, this study contributes to the understanding of consumer behavior in the online review ecosystem, particularly by integrating emotional regulation and travel segmentation into booking decision models. The findings also provide practical implications for hospitality marketers. Hotels and travel platforms can optimize their review strategies by curating content that aligns with both emotional and functional travel motivations. Despite its contributions, the study has certain limitations. It focuses exclusively on backpackers and digital nomads, omitting other key traveler groups, such as families, luxury travelers, and business professionals, who may have different review preferences. Additionally, while the study emphasizes review attributes, it does not account for other influential factors, such as multimedia content, reviewer credibility, or social proof mechanisms. Future research should explore a broader range of travel segments and consider alternative review attributes to develop a more comprehensive understanding of digital consumer behavior in hospitality. By addressing these dynamic consumer behaviors, the hospitality industry has the potential to enhance consumer engagement, boost customer satisfaction, and improve conversion rates..Item The Impact of Electronic Word of Mouth on Consumer Repurchase Intention for Whitening Skin Care Products Among Gen Z Facebook Users: The Moderating Role of Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Silva, R. M. K. A.; Karunanayake, R. K. T. D.This study examines the impact of electronic word-of-mouth (e-WOM) on the repurchase intention of skin-whitening products among Generation Z consumers in Sri Lanka, with a particular focus on the moderating role of brand trust in this relationship. While prior research establishes that brand trust influences purchasing decisions, conflicting studies suggest that negative e-WOM consistently reduces repurchase intentions. This study contributes to this debate by exploring whether brand trust mitigates the adverse effects of negative e-WOM, thereby sustaining repurchase behavior. The research also underscores the importance of brand trust in the Sri Lankan cosmetics industry, particularly given the perceived risks associated with skin-whitening products. Grounded in the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB), this study adopts a quantitative research design. Data were collected from 407 Generation Z consumers with experience in skin-whitening products. Convenience sampling was employed, targeting respondents through social media platforms, particularly Facebook groups frequented by the target demographic. An online structured questionnaire was distributed, and responses were analyzed using IBM SPSS, incorporating descriptive analysis, correlation analysis, and multiple linear regression to test the proposed hypotheses. Reliability and validity checks were conducted to ensure the robustness of findings. Results indicate that brand trust plays a significant moderating role in the relationship between e-WOM and repurchase intention. Consumers with higher brand trust exhibited stronger repurchase intentions, even when exposed to negative e-WOM regarding potential health risks of skin-whitening products. These findings align with studies emphasizing brand trust as a key driver of consumer decision-making, but diverge from research asserting that negative e-WOM invariably leads to lower repurchase rates. Despite its contributions, this study has several limitations. The use of convenience sampling limits the generalizability of findings, as the sample consisted exclusively of Generation Z Facebook users who have experience with skin-whitening products. Additionally, the cross-sectional research design restricts the ability to establish causal relationships between e-WOM, brand trust, and repurchase intention. The study’s narrow industry focus also limits its applicability to other sectors within the cosmetics market. Moreover, self-reported data may introduce response biases, such as social desirability and recall bias, which could influence the validity of the conclusions. From a practical perspective, the study provides valuable insights for marketers in Sri Lanka’s cosmetics industry. It highlights the critical role of brand trust in shaping consumer responses to e-WOM, emphasizing that strengthening brand credibility can mitigate negative feedback effects. Marketers are encouraged to build consumer trust through transparency, ethical product formulations, and consistent customer engagement. Furthermore, businesses should focus on leveraging positive e-WOM strategies and establishing long-term brand credibility to maintain customer loyalty and repurchase behavior. Future research should explore broader consumer demographics and additional moderating factors, such as brand loyalty, influencer credibility, and regulatory perceptions, to develop a comprehensive understanding of e-WOM dynamics in the beauty and cosmetics industry.Item The Impact of Cloud Kitchens on Customer Satisfaction: A Comparative Study with Traditional Restaurants in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhushani, A. H. L. H. H.; Karunanayake, R. K. T. D.The food and beverage industry is undergoing a transformative shift, driven by technological advancements and evolving consumer preferences. One of the most significant developments in this sector is the rise of cloud kitchen delivery-only food service models that operate without physical dining spaces. These virtual kitchens prioritize operational efficiency, affordability, and digital adaptability, providing a modern alternative to traditional dine-in restaurants. This study examines the impact of the absence of physical dining spaces in standalone cloud kitchens on customer satisfaction, compared to traditional restaurants in Sri Lanka. Using a quantitative research approach, data were collected through structured questionnaires from 386 respondents who had prior experience with cloud kitchens. The study analyzed key factors influencing customer satisfaction, including price advantage, accessibility and convenience, and digital adaptability. Descriptive and inferential statistical methods, including regression analysis, were used to evaluate these relationships. Findings indicate that price advantage plays a pivotal role in customer satisfaction, primarily due to lower overhead costs. Accessibility and convenience, facilitated by user-friendly digital platforms, emerged as significant contributors to positive consumer experiences. Additionally, digital adaptability, such as seamless online ordering and payment systems, further enhanced customer satisfaction. The results suggest that cloud kitchens outperform traditional restaurants in meeting modern consumers’ expectations for affordability and convenience. The regression model explained 66.6% of the variance in customer satisfaction, reinforcing the competitive advantages of cloud kitchens. However, the study’s geographic focus on urban Sri Lanka and the exclusion of factors such as food quality and third-party delivery services present opportunities for future research. From a theoretical perspective, this study extends the understanding of digital-first business models and their impact on consumer behavior. From a practical standpoint, the findings offer valuable insights for restaurateurs and policymakers to optimize cloud kitchen operations, integrate digital technologies, and develop regulatory frameworks that support sustainable growth in this sector. As cloud kitchens continue to disrupt traditional dining paradigms, these insights provide a foundation for innovation, adaptation, and long-term industry transformation.Item Tapping into Impulse: Exploring the Influence of Promotional Push Notifications of Mobile Shopping Apps on Impulsive Buying Behavior with Special Reference to the Western Province, Sri Lanka: Examining the Moderating Effect of Money Availability(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Thathsarani, M. I.; Karunanayake, R. K. T. D.This study investigates the impact of promotional push notifications in mobile shopping applications on impulsive buying behavior within Sri Lanka’s E-Commerce industry, focusing on mobile shopping app users in the Western Province. Consumers frequently receive push notifications designed to capture attention and drive purchases. However, despite the rise of digital transformation efforts and industry data, daily transaction volumes remain significantly low, particularly in the Western Province, a key hub for online shopping. This study addresses this gap by examining the characteristics of promotional push notifications, specifically Perceived Usefulness (PU) and Perceived Ease of Use (PEOU), as derived from the Technology Acceptance Model (TAM), and their impact on impulsive buying behavior. The study further explores the moderating role of Money Availability, offering a data-driven foundation for its findings. Following a positivist research philosophy, this study adopts a deductive approach to test pre-determined hypotheses based on existing theories. A structured survey was used to collect quantitative data from 397 mobile shopping app users, selected through convenience sampling. After eliminating 50 incomplete responses, the final sample consisted of 347 valid responses. Descriptive analysis was conducted to assess the demographic profile and consumer behavior of mobile shopping app users, while regression analysis was performed using IBM SPSS to test the hypotheses. The findings reveal a significant positive impact of promotional push notifications on impulsive buying behavior. Additionally, Perceived Ease of Use (PEOU) emerged as a strong predictor, indicating that users are more likely to engage in impulsive purchases when mobile shopping apps are easy to navigate. However, Perceived Usefulness (PU) was found to have an insignificant effect, suggesting that consumers' perceptions of practical benefits do not directly drive impulsive buying. Furthermore, Money Availability was identified as a significant moderator, strengthening the relationship between push notifications and impulsive buying behavior. Despite its contributions, the study has several limitations. The sample size was reduced due to incomplete responses, limiting the study’s generalizability. The research was also geographically restricted to Sri Lanka’s Western Province, preventing broader applicability to other regions or culturally diverse markets. Additionally, the study focused solely on mobile shopping applications, excluding other digital marketing channels such as websites, social media platforms, emails, and SMS notifications. These constraints highlight the need for future research to adopt broader sampling methods and examine other digital marketing channels to provide a more comprehensive understanding of impulsive buying behavior. From a practical perspective, the study holds valuable insights for marketers, emphasizing the need for engaging push notification strategies. Findings suggest that notifications containing incentives such as discounts, free shipping, or cashback offers are particularly effective in stimulating impulsive buying behavior. Given the significance of money availability as a moderate factor, targeting users with higher disposable income may yield better conversion rates. Future research should expand the scope of variables by incorporating emotional triggers, social influence, product categories, and alternative theoretical frameworks to provide a more holistic understanding of impulsive buying behavior in digital commerce.Item Exploring The Impact of Ai Chatbots on Brand Consideration in The Sri Lankan E-Commerce Industry: The Moderating Role of Consumer Emotions(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Neeliya, M. D. S.; Karunanayake, R. K. T. D.This study investigates the influence of Artificial Intelligence (AI) chatbots on brand consideration within Sri Lanka’s rapidly expanding e-commerce sector. It examines how consumer interactions with AI-powered chatbots impact their brand evaluation and decision-making processes. Additionally, the study explores whether consumer emotions moderate the relationship between chatbot interactions and brand consideration, offering insights into the emotional dynamics of digital consumer engagement. A quantitative research methodology was adopted, utilizing an online survey distributed to a stratified random sample of 384 Sri Lankan consumers aged 20 to 45 years who had interacted with AI chatbots on e-commerce platforms within the past six months. The study incorporated primary data on consumer perceptions, attitudes, and behaviors related to chatbot interactions, supplemented by secondary data from academic literature and industry reports. Data analysis included descriptive statistics, correlation analysis, and regression analysis, conducted using IBM SPSS Statistics 25 Findings from the regression analysis reveal that AI chatbots account for 79.0% of the variance in brand consideration (B = 0.814, p < 0.05), confirming their substantial impact on consumer decision-making. However, the hypothesized moderating role of consumer emotions was not supported (B = 0.0004, p = 0.9851), indicating that chatbot interactions influence brand consideration independently of emotional factors. These results suggest that Sri Lankan e-commerce businesses should prioritize AI chatbots’ technical efficiency, reliability, and functionality rather than attempting to tailor chatbot interactions to consumer emotions. Businesses would benefit from developing AI chatbots that provide clear, consistent, and value-driven interactions rather than focusing on creating emotionally nuanced experiences. From a theoretical perspective, this study enhances the Customer-Based Brand Equity (CBBE) model by emphasizing AI chatbot interactions as a key driver of brand consideration. It also refines Brand Personality Theory, illustrating how AI chatbots can convey brand attributes and influence consumer perceptions without relying on emotional engagement. Practical implications suggest that Sri Lankan e-commerce businesses should invest in technically robust and user-friendly AI chatbots to enhance consumer engagement and brand perception. Additionally, policymakers and digital marketplace stakeholders should consider these findings when promoting responsible and effective AI integration in the e-commerce sector. Despite its contributions, the study has certain limitations. The cross-sectional design restricts the ability to assess long-term behavioral changes among consumers. Moreover, reliance on self-reported data introduces the potential for response bias. The study also does not account for individual chatbot features or advanced emotion measurement technologies, which may play a role in shaping consumer interactions. Future research could explore these aspects further, incorporating longitudinal approaches and experimental designs to deepen the understanding of AI chatbot effectiveness in digital consumer engagement.Item Influence of Digital Storytelling on Consumer Engagement in the Sri Lankan Agarwood Personal Care Products(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dewmini, K. P. G. C. S.; Karunanayake, R. K. T. D.This study examines the influence of digital storytelling on consumer engagement in Sri Lanka’s Agarwood personal care market, focusing on how cultural, emotional, and trust-based narratives shape consumer perceptions and behaviors. It explores the effectiveness of different storytelling formats—textual, visual, and video—in enhancing brand loyalty, emotional connection, and purchase decisions. Given the growing prominence of digital media in consumer interactions, this study provides insights into how niche brands, such as Agarwood personal care products, can leverage digital storytelling to establish stronger consumer relationships. A quantitative research approach was adopted, with data collected through structured questionnaires from 387 respondents aged 18 to 60 years across Sri Lanka. The research examined diverse demographic segments based on their exposure to digital storytelling initiatives. Data analysis, conducted using SPSS, assessed the relationships between storytelling formats, cultural and emotional narratives, brand loyalty, and purchase behavior. Findings indicate that cultural narratives significantly influence consumer perceptions, with multi-format storytelling proving more effective in driving higher engagement levels. Consumers exposed to storytelling that reflects their cultural values were more likely to develop an emotional connection with the brand, thereby strengthening brand loyalty. The study further highlights the role of trust in digital storytelling, emphasizing that emotional connectivity fosters long-term consumer-brand relationships. Despite its contributions, the study identifies key challenges facing Agarwood brands, including media fragmentation in Sri Lanka and limited resources for high-quality digital content creation. These findings underscore the need for a strategic approach to digital storytelling, focusing on authenticity and cultural relevance to enhance brand trust and consumer loyalty. From a theoretical perspective, this research advances the understanding of digital storytelling’s role in consumer engagement within niche markets. Practically, it offers valuable insights for marketers and brand strategists, emphasizing the importance of personalized and culturally resonant storytelling techniques in digital marketing strategies. However, the study has certain limitations. The findings are limited to the Sri Lankan Agarwood market, restricting their generalizability to other industries. Additionally, reliance on self-reported data introduces the possibility of response bias. Future research should explore cross-industry comparisons to determine the broader applicability of digital storytelling strategies. Longitudinal studies can also provide insights into the long-term impact of digital storytelling on brand trust and consumer engagement over time.Item The Impact of Auditory Environment on Customer Revisit Intention in Wellness Hotels in Sri Lanka. with The Mediating Role of Customer Emotional Experiences.(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wijenayake, S. T.; Karunanayake, R. K. T. D.This study examines the role of social media influencers in mitigating post-purchase dissonance in Sri Lanka’s brand-new mobile phone market, with a focus on the moderating effect of consumer income levels. Addressing a critical gap in existing literature, the research evaluates how key influencer attributes—attractiveness, trustworthiness, and expertise shape consumers' post-purchase perceptions. By integrating Source Credibility Theory and Social Exchange Theory, the study provides new insights into influencer marketing in emerging markets and offers strategic implications for targeting income-diverse consumer segments. A quantitative research design was employed, utilizing structured surveys distributed to 390 respondents from urban, suburban, and rural areas across Sri Lanka. Regression analysis was conducted to assess the relationships between influencer characteristics, income levels, and post-purchase dissonance. The results provide strong empirical support for the study’s hypotheses. Key findings reveal that expertise and attractiveness significantly reduce post-purchase dissonance, reinforcing prior research on Source Credibility Theory. However, trustworthiness did not exhibit a significant impact, as consumers remained skeptical of influencers frequently promoting brand-sponsored content. Moreover, consumer income level moderated these effects, with lower-income consumers experiencing greater post-purchase dissonance due to their heightened sensitivity to financial risks. These insights highlight the need for tailored influencer marketing strategies that consider income-based segmentation. Despite its contributions, the study is limited in scope to Sri Lanka’s mobile phone industry, raising concerns about its generalizability to other sectors. Additionally, reliance on self-reported data may introduce social desirability bias, and the absence of qualitative insights from influencers and brands restricts a deeper understanding of influencer marketing strategies. From a theoretical perspective, this study expands social media influencer marketing literature by contextualizing its impact in an emerging economy, particularly within the interaction of influencer attributes and consumer income levels. Practically, the findings offer valuable insights for marketers and policymakers, emphasizing the importance of authentic, engaging, and informative influencer content to reduce post-purchase dissonance. The research also provides a conceptual framework for future studies in developing markets, encouraging further exploration of income-based segmentation strategies influencing marketing.