9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Influence of Facebook User-Generated Content on E-Brand Loyalty with the Mediating Effect of Perceived Brand Authenticity with Special Reference to the Cosmetics Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Malshani, L. L. D. T.; Subasinghe, S. M. A. N. M.User-generated content has become a more discussable factor in digital marketing. Businesses have taken UGC as a key consideration as it may affect the business in a positive way as well as in a negative way. Marketers are looking for strategies to mitigate the negative effects of UGC while improving the positive effects of UGC. To have long-term relationships, loyalty businesses must make their customers feel connected with their brands while providing them with authentic products and services. Present study studies the influence of Facebook user-generated content on e-brand loyalty while concerning the mediating of perceived brand authenticity. The main objective of the study is to analyze the influence of Facebook user-generated content on e-brand loyalty in the cosmetics industry in Sri Lanka. This study adopts an explanatory research design, guided by the positivist research philosophy. A deductive approach is employed, utilizing quantitative data. The research follows a cross-sectional design, with data collected through an online questionnaire. Primary data was obtained from 387 respondents residing in the Western Province of Sri Lanka. A non-probability sampling method, incorporating both convenience and judgmental sampling techniques, was used to construct the study’s sampling framework. Data analysis was conducted using IBM SPSS version 30, employing descriptive statistics, frequency analysis, correlation analysis, and regression analysis. Few studies have focused on the relationships between UGC and e-brand loyalty or considered the mediating role of PBA. Most studies are focused on industries such as fashion; therefore, the cosmetics industry, especially in Sri Lanka, remains highly under-researched. This research, therefore, tries to fill this gap by examining how Facebook UGC affects the e-brand loyalty of Sri Lanka's cosmetics industry, with PBA as a mediating factor. This study established that UGC about Facebook was important in increasing both e-brand loyalty and perceived brand authenticity of cosmetics in Sri Lanka. UGC has been seen to affect the consumers' perception of the authenticity of a brand and directly lead a consumer to be loyal to the brand. On the contrary, perceived brand authenticity was a very important driver of e-brand loyalty; hence, it is of strategic importance to brands. The analysis also confirmed that perceived brand authenticity mediates the relationship between UGC and e-brand loyalty, serving as a kind of bridge that will ameliorate the connection between engaging and relatable content on one side and customer loyalty on the other. The limited availability of industry-specific reports in Sri Lanka was a challenge. It also focused on the Western Province only because of time constraints and the ease with which data is available, which may affect generalization across other regions or contexts. This dependence on quantitative approaches ruled out qualitative information. The structure of the study also had a general relationship without considering the sub-constructs; this also opens an avenue for further research at a more detailed level. It confirms that dimensions of UCG, such as trustworthiness, transparency, and quality, are of great relevance. It calls on marketers to encourage consumers to create favorable content on some form of stimulus, such as through reductions. Managers have to respond to negative responses constructively, build authentic brand experiences, and ensure communications are being sent across consistently. Future research gaps have been identified to study e-brand loyalty in other industries, test the relationships of sub-constructs, and adopt qualitative methods to gain more detailed insights. Furthermore, studying UGC beyond geographical constraints and investigating specific UGC types may yield more insightful information to help marketers use UGC properly to foster brand growth.Item The Influence of Online Marketing Content on Secondhand Clothing Purchasing Intention among State University Students in Sri Lanka with the Mediating Role of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, P. G. D. R.; Subasinghe, S. M. A. N. M.Second-hand clothing is increasingly recognized as a sustainable and economical alternative to fast fashion. This trend, fuelled by environmental awareness and financial limitations, particularly resonates with young consumers, including university students. In Sri Lanka, this demographic is uniquely positioned to drive the second-hand clothing market due to their digital proficiency, budget-conscious lifestyles, and growing interest in sustainability. However, limited empirical studies have explored the factors influencing their purchasing behaviour, particularly in the context of online marketing and its interplay with customer satisfaction. This research addresses this gap by investigating the role of online marketing content in shaping the purchasing intentions of state university students in Sri Lanka, emphasizing the mediating impact of customer satisfaction. The study adopts a positivist research philosophy and a deductive approach, utilizing a quantitative research design to explore the hypothesized relationships. A cross-sectional survey strategy was employed, with data collected from a sample of 300 students representing multiple public universities across Sri Lanka. The sample was selected using a stratified random sampling technique, ensuring representation across different universities and demographic factors. Self-administered questionnaires, distributed through digital platforms, captured insights into students’ perceptions of online marketing content, levels of satisfaction, and purchasing intentions. Statistical analysis, including correlation and regression methods conducted via SPSS software, provided a robust framework for testing the study’s hypotheses. Results demonstrate a significant impact of online marketing content on both customer satisfaction and purchasing intentions. Specifically, the quality, credibility, and relevance of marketing content emerge as key drivers of consumer engagement. Content that is visually appealing, informative, and interactive significantly enhances satisfaction, which in turn mediates the relationship between marketing content and purchasing intention. Students who experience higher satisfaction with their online shopping experience are more likely to trust the platform, recommend it to others, and make repeat purchases. The study underscores the significance of understanding the preferences and expectations of a digitally active and sustainability-conscious demographic. Students prioritize transparency, authenticity, and personalized experiences in online marketing content, and marketing strategies that effectively incorporate these elements can influence their purchasing decisions while fostering long-term brand loyalty. However, the study also acknowledges certain limitations. The reliance on self-reported data may introduce response bias, and the cross-sectional design restricts the ability to draw causal inferences. Additionally, the focus on a specific demographic—state university students in Sri Lanka—limits the generalizability of the findings. Future research should address these limitations by employing longitudinal study designs, examining more diverse populations, and exploring the cultural influences on second-hand clothing consumption. The implications of this research are multifaceted. From a theoretical perspective, the study advances the understanding of how online marketing content shapes consumer behaviour in the second-hand clothing market, particularly in a developing country context. Practically, it offers actionable insights for marketers, policymakers, and educators. Businesses can leverage these findings to design targeted online campaigns that align with consumer values of affordability, environmental consciousness, and digital convenience. For policymakers, the study underscores the need for initiatives that promote sustainable consumption and support the growth of the second-hand clothing market as a viable alternative to fast fashion. In conclusion, this research underscores the transformative potential of online marketing content in influencing the purchasing behaviour of university students in Sri Lanka. By emphasizing customer satisfaction as a mediating factor, it highlights the importance of creating positive consumer experiences that resonate with the values of young, budget-conscious, and environmentally aware individuals. These insights pave the way for strategies that not only drive business growth but also contribute to broader sustainability objectives in the fashion industry.Item The Impact of Social Media Influencer’s Credibility on Gen Z Purchase Intentions with the Mediating Role of Brand Image Special Reference to the Sri Lankan Restaurant Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dhanushan, K.; Subasinghe, S. M. A. N. M.Social media has reshaped how businesses connect with their audiences, and the restaurant industry has eagerly embraced these changes. The growing influence of social media influencers has brought a fresh perspective to marketing, offering brands a way to engage directly with their target audiences. This study examines the role of influencer credibility defined by expertise, trustworthiness and attractiveness in shaping the purchasing decisions of Generation Z consumers in Sri Lanka. Additionally, it highlights how brand image acts as a bridge, amplifying the connection between influencer credibility and consumer purchase intentions. The research relies on the Source Credibility Model and the Elaboration Likelihood Model to ground its findings. A quantitative approach formed the backbone of this study, involving structured questionnaires distributed to 345 respondents. Using correlation and regression analyses the research reveals some fascinating insights. Among the three components of influencer credibility, expertise emerged as the most influential factor in driving purchase decisions. This suggests that Gen Z consumers in Sri Lanka gravitate toward influencers who demonstrate deep knowledge and authority in their respective niches. While trustworthiness and attractiveness also play important roles in swaying consumer behavior, their influence is somewhat secondary compared to expertise. The findings also underscore the importance of brand image as a mediator in this dynamic. A strong and cohesive brand image not only enhances the effectiveness of influencer endorsements but also solidifies consumer trust and interest. This highlights the strategic value of investing in a brand image that resonates with the target audience, making influencer marketing efforts more impactful. For marketers in the restaurant industry, these insights are especially relevant. The study emphasizes the need to collaborate with influencers who align closely with the brand’s identity and values. Generation Z, known for its digital savviness and preference for authenticity, responds positively to influencers who come across as both credible and relatable. At the same time, developing a compelling brand image becomes a critical part of the strategy, ensuring that influencer campaigns not only grab attention but also leave a lasting impression. What makes this study particularly valuable is its focus on Sri Lanka, a culturally distinct and dynamic market. By tailoring strategies to fit the preferences of local consumers, businesses can create more meaningful connections with their audience. The findings also contribute to the broader academic discourse on influencer marketing, shedding light on its impact in emerging economies. In summary, this research highlights how social media influencers, when paired with a well-defined brand image, can significantly influence consumer behavior. For businesses in the restaurant sector, it offers a clear roadmap focus on credible influencers, strengthening the brand image, and engaging with Generation Z on their terms. By doing so, marketers can stay competitive and relevant in a fast-evolving, digital-first marketplace.Item The Impact of Social Media Food Vloggers on Generation Z’s Purchasing Intentions in Sri Lanka’s Food & Beverage Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranathunga, D. I. D.; Subasinghe, S. M. A. N. M.This study investigates how social media food vloggers influence the purchase intentions of Generation Z customers in Sri Lanka's food and beverage (F&B) business. The study fills a vital vacuum by investigating how influencer marketing, which is defined by credibility, attractiveness, information quality, and electronic word of mouth (EWOM), affects customer attitudes and purchasing decisions. It also investigates the mediating function of consumer attitude in this relationship. This study, which is based on the theoretical frameworks of the Theory of Planned Behavior (TPB) and the Uses and Gratifications Theory (UGT), adds to our knowledge of influencer-driven consumer behavior, particularly in a localized cultural context. A quantitative research technique was used to obtain primary data from 385 Generation Z respondents in Sri Lanka using a structured online survey. Participants were selected using convenience sampling, with the study focusing on those who actively engage with food vloggers' social media material. The questionnaire included Likert-scale items to assess credibility, attractiveness, information quality, word-of-mouth, consumer attitudes, and purchase intentions. Data was analyzed using SPSS software, with descriptive, correlation, regression, and mediation analyses performed to test hypotheses and provide crucial findings. According to the report, 87% of Generation Z respondents regularly follow food vloggers on social media sites including Facebook, YouTube, TikTok, and Instagram. The data show that social media food vloggers have a major effect on consumer purchasing decisions. All influencer marketing sub-variables, including credibility, attractiveness, information quality, and EWOM, had a favorable impact on purchase intentions. Furthermore, customer attitudes were shown to buffer the association between social media food vloggers and purchase intentions. These findings are consistent with previous research, emphasizing the significance of authenticity, relatability, and quality content in influencing customer behavior. Furthermore, food vloggers like "Stories of Lash" have been acknowledged as significant in creating customer preferences. This study's limitations include the use of a convenience sample, which may not completely reflect Sri Lanka's Generation Z population. Furthermore, the study focusses on the food and beverage business, restricting the findings' applicability to other industries. The cross-sectional design limits the capacity to notice changes over time. Self-reported statistics may potentially contain bias caused by social desirability or respondents' misreading of questions. Theoretically, this study advances our knowledge of influencer marketing by including emotional and social components into established behavioral frameworks. Practically, it provides actionable data for F&B marketers looking to exploit the expanding popularity of social media food vloggers. Strategies like connecting with trustworthy and relatable influencers, providing interesting and high-quality material, and using platform-specific capabilities are advocated. Future study might look at the long-term impact of influencer marketing on consumer loyalty and broaden the scope to include additional demographic groups and sectors.Item The Impact of In-flight CRM practices on Repeat Purchase Intention: The Mediating Role of Perceived value with Special Reference to Sri Lankan Airline Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayasundara, P. L; Subasinghe, S. M. A. N. M.The purpose of the study is to explore how CRM practices during flights affect repeat purchase intentions among passengers in the Sri Lankan airline industry. This research also investigates the mediating role of perceived value, which is a serious gap in the literature. The study tries to add to the insights regarding the way CRM efforts reinforce customer loyalty and yield a better competitive position in a fast-evolving airline market. A mixed-method approach has been adopted for the study design; therefore, quantitative and qualitative data have been combined. Quantitative data were collected from 385 frequent flyers of Sri Lankan Airlines and its competitors. The relationships among CRM practices, perceived value, and repeat purchase intentions were investigated by analyzing the data through Spss. Semi-structured interviews added depth to the analysis through a better understanding of passenger experiences. Our findings are like this, the results indicate that in-flight CRM practices, including personalized services, feedback mechanisms, and loyalty programs, positively influence perceived value, which in turn significantly impacts repeat purchase intentions. This mediating effect highlights the importance of perceived value in enhancing customer retention. Findings also align with global studies, demonstrating that effective CRM fosters customer loyalty through improved service quality and personalized experiences. It also cannot generalize to other regions, as the research is confined to the Sri Lankan airline market. The reliance upon self-reported data introduces bias, and the cross-sectional design precludes longitudinal analysis of changing customer behaviors. This research extends the series of theoretical insights into CRM's mediating role through perceived value in enhancing repeat purchase intentions and addresses a gap in emerging market research. Practically, it provides actionable insights for Sri Lankan Airlines to refine CRM strategies, improve passenger value perceptions, and foster customer loyalty to maintain competitive advantage within a challenging marketplace. Theoretically, the study develops an understanding of the mediating role of the perceived value of CRM practices in emerging markets. From a practical perspective, this study provides some suggestions for airlines to develop CRM strategies that focus on personalized services and value creation to enhance customer loyalty. The future study can be extended to other regions or the inclusion of other mediators such as customer trust.Item The Impact of Greenwashing on Consumer Attitudes Towards Green Products: Examining the Mediating Effect of Brand Trust with Special Reference to Cosmetic Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshan, K. R. K.; Subasinghe, S. M. A. N. M.This study investigates the impact of greenwashing on consumer attitudes towards green products, with a specific focus on the mediating role of brand trust in the Sri Lankan cosmetics industry. Greenwashing, characterized by deceptive environmental claims, undermines consumer trust in sustainability-oriented products. By addressing gaps in existing literature, this research explores how greenwashing influences consumer behavior and highlights the critical role of brand trust in shaping these attitudes. As anticipated, empirical evidence supports the relationships between greenwashing, brand trust, and consumer attitudes towards green products. The mediation hypothesis was also validated by the research findings. The research employed a quantitative approach, utilizing a structured survey distributed to 387 respondents familiar with eco-friendly cosmetics. Quantitative data refers to information that can be counted or expressed numerically. For this research, quantitative data was primarily used to achieve optimal study outcomes. Positivism, which focuses entirely on a deductive approach, guided this research. A questionnaire survey was employed to validate and examine the hypotheses and research model. To ensure informed responses, participants were provided with explanations of greenwashing concepts and the study objectives. Statistical analyses, including correlation and regression, were conducted using SPSS 26 to test hypotheses and examine relationships between variables. The results indicate that greenwashing negatively affects both brand trust and consumer attitudes towards green products, reinforcing skepticism caused by deceptive marketing practices. Brand trust was identified as a significant mediator, positively influencing consumer attitudes and improving perceptions of environmentally friendly products. These findings align with previous studies, emphasizing the importance of transparency in fostering consumer trust. The study is confined to the Sri Lankan cosmetics industry, and the sample size may not fully capture the broader perspectives of consumers. This research has limitations in comprehensively addressing the diversity of consumer perceptions and responses to greenwashing across different cultures and regions. Additionally, the reliance on self-reported data introduces the possibility of response bias. The research provides theoretical insights into the dynamics between greenwashing, brand trust, and consumer attitudes, enriching the literature on sustainable consumer behaviour. Practically, it highlights the necessity for cosmetics companies to emphasize authenticity and transparency in their environmental claims. These findings pave the way for further investigation into greenwashing and its broader implications in the consumer marketplace. The research offers substantial theoretical and managerial implications, which will be discussed further in relation to future research directions. Future studies could investigate the impact of greenwashing across diverse industries and cultural contexts.Item The Impact of Consumer Awareness on Purchase Intention Towards Sustainable Fashion: The Mediating Role of Consumer Attitude in the Sri Lankan Apparel Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Shehani, A. M. D.; Subasinghe, S. M. A. N. M.The purpose of this study focuses on consumer awareness as an influential factor in the buying of sustainable fashion apparel within the Sri Lankan context and specifically on the intervening role of consumer attitude in this process. The investigation is based on the logic that awareness about knowledge of sustainability would influence the attitudes of the consumers, which in turn affects purchase intention. This research addresses the imperative need for research into consumers in developing countries, whose socio-economic and cultural backgrounds may differ significantly from global perspectives. By emphasizing how awareness relates to attitude and then to intention, this research portrays the psychological and behavioral dynamics involved in the making of sustainable fashion choices. These implications are useful in formulating a strategy to foster sustainable consumption both in the Sri Lankan market and in similar developing regions. 385 respondents from Sri Lanka's Western Province participated in the study, which used a quantitative cross-sectional survey methodology. Descriptive statistics and regression models were used to examine the results of a structured questionnaire that measured factors like customer awareness, attitudes, and purchase intention. Relationships between these variables are hypothesized by the conceptual framework, which highlights the function of attitudes in mediating awareness and intention. It also underlines a highly positive relationship between consumer awareness with the intention to buy sustainable fashion. Consumer attitude played the role of an efficient mediator in this process. The greater consumer awareness, the more positive the attitude was recorded towards sustainable practices, which again increased the purchase intention. Social norms, perceived value of the product, and ethical motives proved to be strong determinants of consumer behavior. The study reveals that consumer education and marketing are two important facilitators in developing sustainable purchasing behavior. This study is limited by the fact that it relies on self-reported data, which may introduce bias, and the sample is geographically limited to focus on the Western Province. The cross-sectional design provides a snapshot of consumer behavior, limiting the insights into long-term trends. The research focuses on urban and semi-urban areas and might miss rural consumer perspectives. The findings provide useful insights for the Sri Lankan apparel industry on how focused consumer education and marketing campaigns are necessary to increase awareness and reshape attitudes. Policymakers may use these findings in devising programs that encourage sustainability. Companies should communicate transparently with consumers about the environmental and ethical benefits of their products to build trust and encourage them to engage sustainably.Item Influence of Social Media Short Content Video Marketing on Women's Purchasing Intention of Local Ayurvedic Beauty Brands: Examining the Mediating Role Brand Credibility 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) Pathirana, H. P. D. A.; Subasinghe, S. M. A. N. M.Short video content marketing on social media has rapidly become one of the most powerful weapons in influencing the behavior of consumers, especially the more digitally savvy Generation Z. This study attempts to explore how social media short video content influences women’s purchasing intentions of local Ayurvedic beauty products in Sri Lanka, focusing more on the mediating effect of brand credibility. Based on the Western Province context, the research aims to explain how Ayurvedic beauty brands can utilize short-form videos to better integrate traditional and culturally embedded products with the needs of a predominantly digital audience. The research employs a positivist paradigm and is therefore deductive, implying that it extensively relies on testing hypotheses developed from such theories and frameworks as the Elaboration Likelihood Model. Researchers used a structured questionnaire of 26 questions that was administered to a sample of 382 women aged 18–27 from Colombo, Gampaha, and Kalutara districts who were selected as representing the Gen Z audience. This was to target Gen Z women who are social media users, as they were the most pertinent demographic group for this study. To guarantee the population was consistent with the topic of interest, the subjects were drawn using a non-probability sampling method whereby the participants accessed the study through convenience sampling. Convenience sampling was chosen due to its practicality and efficiency in reaching the target demographic of Gen Z women actively engaging with short video content. This method allowed the researcher to collect data quickly and cost-effectively while ensuring a sufficient sample size for meaningful analysis. Through online administration, the data were collected based on a five-point Likert scale to measure perceptions of short video content, brand credibility, and purchasing intention. Further, statistical analysis such as descriptive statistics, correlation analysis, and mediation analysis were performed using SPSS software to test the proposed relationships among the stated variables. The research findings indicate that the use of short videos in the social media context has an impact on women’s purchasing intention directly and indirectly through brand credibility. Three other factors were also noted interesting content, scenario-based experiences, and user participation interaction, which are constituents of short video marketing that enhance brand credibility and purchasing intention. It is noteworthy that trustworthiness and expertise as components of brand credibility were effective in influencing the relationship between short video marketing and purchasing intention. This means that the consumer trust and perceived expertise acquired through interaction with short video content that is captivating and genuine are important determinants of consumer behavior. These findings are consistent with previous research and reinforce the role of interactive, visually attractive marketing strategies in gaining consumers’ trust and encouraging purchases. The study, however, recognizes certain limitations despite its contributions. Because the approach taken is cross-sectional, there is no way of knowing the long-term effects and changes in the consumers’ behavior due to short-form video marketing. Moreover, the study only concentrates on Gen Z women in the Western Province of Sri Lanka which makes it impossible to make pronouncements about other ages or geographical areas. Furthermore, the use of self-reported data creates potential sources of bias including social desirability and recall bias which may reduce the credibility of such data. Moreover, social media is constantly changing, and developing at an unprecedented pace, making it difficult to track and measure the changes in the trends and desires of consumers. The theoretical and practical implications of the study are significant. The research extends the focus on digital marketing as it considers brand credibility as a mediating factor in the short-form video context. It demonstrates the potential of engaging and informative short video content in securing consumer trust, which is critical in today’s evolving market as traditional norms are disrupted. At a practical level, the findings offer useful recommendations to local Ayurvedic beauty brands in the Sri Lankan market. For example, Spa Ceylon, Janet Ayurveda, and Aroma Bliss Ceylon can use the findings of this study to design marketing strategies targeting the Gen Z cohort. By coming up with short videos that are more interesting, real, and interactive, these brands stand a chance of increasing their brand credibility, consumer trust, and purchasing intention. In addition, the research brings to light Generation Z, especially the females who are high consumers of visual and interactive content and who are generally more digitally active. The research seems to suggest other possibilities that would be relevant for future research including, the types of studies that require more advanced designs employing longitudinal elements in anticipation of time changes and doing similar research in different cultural settings, sectors, or ages. As a conclusion, this research proves that social media short video content can positively influence the purchasing intention of women in Generation Z in Sri Lanka, especially where brand credibility is high. These results emphasize the importance for local Ayurvedic beauty companies to implement creative solutions in their marketing strategies that would integrate local customs and current social media trends.Item Impact of Social Media Macro-Influencer Authenticity on Purchase Intention for Fast Food Brands in Sri Lanka Among Gen Z: The Mediating Effect of Brand Credibility(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshani, L. H. S.; Subasinghe, S. M. A. N. M.This research explores the impact of social media macro-influencer authenticity on purchase intention for fast food brands in Sri Lanka among Gen Z: the mediating effect of brand credibility. This demographic, characterized by its digital savviness and preference for authenticity, presents unique challenges and opportunities for marketers. The study addresses a critical gap in literature by investigating how key factors of influencer authenticity trustworthiness, expertise, attractiveness, and similarity shape purchase intentions. It also examines the role of brand credibility in this dynamic. Fast-food brands face significant competition and need innovative marketing strategies, particularly in urban regions where consumer preferences are rapidly evolving. The research situates itself within the existing literature on influencer marketing and extends it by contextualizing findings within the socio-cultural and economic environment of Sri Lanka, providing actionable insights for brands seeking to optimize their marketing strategies for Generation Z. and 403 members of Generation Z who actively follow fast-food influencers on social media sites like Facebook, Instagram, and TikTok were given a structured online survey as part of the study's quantitative research approach. Statistical methods such as the Cronbach's alpha, KMO, and Bartlett tests were used to make sure the data was reliable and valid. Regression analysis and mediation analysis were used in the data analysis to ascertain the direct influence of influencer authenticity characteristics on purchase intention and the involvement of brand credibility in this connection, respectively. The Source Credibility Model serves as the theoretical foundation for the study, highlighting the crucial role that influencers' perceived sincerity plays in influencing customer behavior. Additionally, the analysis takes demographic and cultural factors into account, placing the results in the larger framework of digital marketing. The results show that purchase intention is significantly positively impacted by macro-influencer authenticity, with likeness and beauty being the most important characteristics, followed by knowledge and trustworthiness. This relationship is further amplified by the mediating function of brand credibility, which shows that real influencers not only directly affect customer choices but also raise the perceived legitimacy of the companies they support. These findings are consistent with earlier studies that highlight the value of relevant and trustworthy influencers in building engagement and trust, especially among Generation Z. The Western Province was the study's primary emphasis, which restricts the findings' applicability to other parts of Sri Lanka where cultural and economic circumstances can be different. Furthermore, using self-reported information gathered via online questionnaires raises the possibility of response biases. Future research could address these. By using a variety of geographic samples, performing in-person or offline interviews, and investigating the joint roles of macro and micro-influencers, future study could overcome these constraints. This study has both theoretical and practical ramifications. The study theoretically adds to the expanding corpus of research on influencer marketing by emphasizing the relationship between customer behavior, brand credibility, and influencer authenticity. By placing the Source Credibility Model in the context of an emerging economy's digital marketing environment, it expands upon it. In practice, the results give fast-food companies a foundation for improving marketing efficacy. Businesses can increase trust and create stronger bonds with their target audience by collaborating with influencers who exhibit authenticity and share brand values. The study emphasizes how crucial it is to incorporate culturally appropriate and open marketing techniques, making use of the special qualities of macro influencers to successfully interact with Generation Z. For marketers navigating Sri Lanka's fiercely competitive and technologically advanced fast-food business, these insights are priceless.Item Impact of In-App Advertisements on Gen Z's Purchase Intention with the Mediating Effect of Consumer Attitudes: with Special Reference in Sri Lankan Mobile Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidushana, W. G.; Subasinghe, S. M. A. N. M.This study intends to investigate the influence of in-app advertising on the purchase intentions of Generation Z, focusing on the Western Province of Sri Lanka while emphasizing the mediating role of consumer attitudes. The goal of this research is to close the knowledge gap regarding how Gen Z consumers respond to customized digital advertising tactics in an emerging market setting. Utilizing theories like the Media Richness Theory and the Elaboration Likelihood Model the study looks into things like social influence user experience personalization and ad content and design. A structured questionnaire was used in this quantitative study and 385 members of Generation Z answered it. SPSS software was used to analyze the data using regression correlation and descriptive statistics. According to the results, purchase intentions are strongly influenced by user experience, personalization, and social influence. Because consumer attitudes mediate these relationships it is crucial to create ads that appeal to the target audience’s emotions and social sensibilities. These findings highlight how important it is to create engaging and culturally relevant in-app ads to successfully grab Gen Z’s attention. The study does have certain drawbacks though such as its concentration on a particular demographic and geographic group its use of self-reported data and its quantitative methodology that ignores qualitative viewpoints. To comprehend the changing impact of in-app advertising these limitations point to possible directions for future research such as using mixed-method approaches and examining longitudinal trends. From a practical standpoint, this study provides policymakers app developers, and marketers with useful suggestions. Advertising that seamlessly integrates with the user experience uses dynamic personalization and makes use of social proof should be given priority by marketers. Contributions to theory include advancing our understanding of consumer behavior and the function of digital media in developing economies which lays the groundwork for future research on the dynamics of advertising in comparable cultural contexts. According to the study's findings, in-app advertising can be made more effective and substantially contribute to the conversation around digital marketing in emerging economies by strategically emphasizing personalization, emotional engagement, and awareness of sociocultural quirks.