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

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644

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Author: search.filters.author.Karunanayake, R. K. T. D.Subject: search.filters.subject.Consumer Engagement

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    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.
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    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..