9th Student Research Conference in Marketing (SRCM) - 2025
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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.Item Impact of Social Media Influencers on Post-purchasing Dissonance of Sri Lankan Brand New Mobile Phone Industry; With Moderating Effect of Consumer Income Level(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakmal, W. G. S.; Karunanayake, R. K. T. D.This study investigates the impact of social media influencers in mitigating post-purchase dissonance within Sri Lanka’s brand-new mobile phone market, with a particular focus on the moderating role of consumer income levels. Addressing a critical gap in existing literature, the research examines how key influencer characteristics—attractiveness, trustworthiness, and expertise—affect consumers’ post-purchase perceptions. By integrating Source Credibility Theory and Social Exchange Theory, the study offers new insights into influencer marketing in an emerging market context and provides strategic implications for targeting income-diverse consumer segments. A quantitative research approach was adopted, utilizing a structured survey distributed to 390 respondents across urban, suburban, and rural areas of Sri Lanka. The data were analyzed using regression techniques to evaluate the relationships between influencer characteristics, income levels, and post-purchase dissonance. The results provide strong empirical support for the study’s hypotheses. Findings indicate that the expertise and attractiveness of social media influencers significantly reduce post-purchase dissonance among Sri Lankan consumers, reinforcing prior research based on Source Credibility Theory. However, trustworthiness did not have a significant impact, as consumers exhibited skepticism toward influencers who frequently promote brand-sponsored content. Additionally, income level emerged as a significant moderator, with lower-income consumers experiencing heightened post-purchase dissonance due to their greater sensitivity to financial risks. These findings underscore the importance of tailored influencer marketing strategies that consider consumer income variations. Despite its contributions, the study is limited in scope to Sri Lanka’s mobile phone sector, making its generalizability to other industries uncertain. Moreover, 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 extends the literature on social media influencer marketing by contextualizing it within an emerging economy, highlighting the intersection of influencer attributes and consumer income levels. Practically, the findings offer valuable guidance for marketers and policymakers, emphasizing the importance of authentic, visually engaging, and knowledge-driven influencer content to minimize post-purchase dissonance. The research also provides a conceptual framework for similar studies in other developing markets, encouraging further exploration of income-based segmentation strategies in influencer marketing.Item Impact of Social Media Content Types on Consumer Engagement in Casinos in the Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hansaja, D. H. S.; Karunanayake, R. K. T. D.Social media has revolutionized marketing strategies across various industries, including entertainment and casinos, introducing innovative approaches to consumer engagement. This study examines the impact of different social media content types—Visual Video Content, User-Generated Content (UGC), Promotions and Giveaways, and Interactive Content—on consumer engagement in casinos within Sri Lanka’s Western Province. The research is guided by the Uses and Gratifications Theory (UGT), which explores how consumers actively seek content that fulfills their needs and motivations. A quantitative research design was employed, with data collected through a structured questionnaire distributed to 381 casino patrons. The analysis, conducted using IBM SPSS, included descriptive statistics, correlation analysis, and multiple regression analysis. Findings indicate that Visual Video Content has the most significant impact on consumer engagement, followed by Interactive Content, Promotions and Giveaways, and UGC. Notably, younger audiences exhibit higher engagement with visual and interactive content, while older demographics respond more favorably to promotional offers and UGC. This study provides practical insights into how casinos can tailor their social media strategies to align with consumer preferences and maximize engagement. Visual Video Content emerges as the most effective medium due to its immersive and dynamic appeal, resonating strongly with younger demographics. Promotions and Giveaways, while impactful across all age groups, are particularly effective among older patrons who value tangible incentives. UGC and Interactive Content foster a sense of community and trust, strengthening consumer relationships with casino brands. Additionally, this research highlights the importance of data-driven insights in refining social media strategies. By leveraging consumer behavior analytics, casinos can gain a deeper understanding of engagement patterns and tailor their campaigns to evolving consumer preferences. Collaborating with influencers and incorporating user testimonials can further amplify reach and credibility in the digital space. From a theoretical perspective, this study fills a critical gap in the literature on social media marketing in the casino industry and contributes to the growing body of research on UGT in digital marketing. Practical implications include implementing age-specific content strategies to optimize engagement, enhance customer satisfaction, and build brand loyalty. However, the study’s focus on the Western Province limits the generalizability of its findings to other regions and cultural contexts. Future research could explore cross-cultural comparisons or examine additional demographic factors, such as gender, income levels, and cultural influences, to develop a more comprehensive understanding of social media engagement in the casino industry..Item Illuminating the Influence: How Facebook Advertising Content Shapes Customer-Based Brand Equity in Western Province Sri Lanka's Lighting Industry through Customer Engagement(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sulakshana, T. M. D.; Karunanayake, R. K. T. D.This study, focusing on the Western Province, explores the impact of Facebook advertising content on Customer-Based Brand Equity (CBBE) within Sri Lanka's lighting industry. Specifically, it examines how perceived information quality, advertisement enjoyment, and perceived interactivity influence customer engagement, which, in turn, mediates brand awareness, customer loyalty, perceived quality, and brand association—key dimensions of the CBBE model. Grounded in the Elaboration Likelihood Model and the Stimulus-Organism-Response framework, the study addresses existing research gaps in digital marketing and branding by assessing the effectiveness of Facebook advertisements in shaping brand equity within a localized Sri Lankan context. A quantitative research approach was employed, with data collected through an online self-administered questionnaire distributed to active Facebook users in the Western Province who had previously engaged with lighting industry advertisements. The questionnaire utilized a five-point Likert scale to measure perceived information quality, advertisement enjoyment, perceived interactivity, customer engagement, and brand equity. Pearson correlation analysis and simple regression tests were conducted to examine the relationships between the constructs, while mediation regression analysis was used to assess the mediating role of customer engagement. The findings confirm a significant positive relationship between Facebook advertisement content and CBBE. The study highlights that perceived information quality, advertisement enjoyment, and perceived interactivity significantly enhance customer engagement, which subsequently strengthens brand equity. Furthermore, the mediating role of customer engagement suggests that well-designed advertisements not only foster brand awareness but also contribute to increased brand loyalty and improved quality perception among consumers. These insights underscore the strategic importance of engaging and interactive Facebook content in enhancing digital branding efforts. However, the study is limited in scope to the Western Province of Sri Lanka and focuses solely on Facebook, excluding other social media platforms such as Instagram and TikTok. Additionally, platform-specific algorithm variations and technological constraints may affect the generalizability of the findings. From a theoretical perspective, this research extends prior literature on digital marketing by integrating customer engagement as a critical mediator in the relationship between Facebook advertising and brand equity. Practically, the study provides valuable insights for marketers, emphasizing the need to develop compelling and interactive Facebook advertisements to enhance brand visibility and engagement. The findings contribute to the development of predictive models for leveraging social media to cultivate long-term brand equity in both local and global markets. Future research may explore the effectiveness of advertisements across different social media platforms and industries, as well as investigate cross-cultural implications of digital branding strategies.