9th Student Research Conference in Marketing (SRCM) - 2025
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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 Facebook Advertising Strategies on E-Brand Loyalty of Gen Z: Examining the Mediating Effect of Negative Sentiments with the Special Reference to Franchise Cafes in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Prarthana, M. D. S.; Subasinghe, S. M. A. N. M.The research examines the impact of Facebook Advertising Strategies on e-branding commitment with special emphasis on the Franchise Cafes in Sri Lanka of the Generation Z. The research explores the role of social media in brand interactions among Gen Z consumers in Sri Lanka's Franchise cafes. Aware of the fact that consumers of this age appreciate social media in brands interactions, the research offers understanding of the digital marketing activities that appeal to this segment. Another contributing factor in this study is the negative attitude factors and its formation of perceptions of E-brand loyalty. In this study, quantitative data is gathered from Gen Z customers who interact with Franchise cafes in Sri Lanka. These findings present important implications for the marketers in the Franchise Cafe industry who are keen to optimize their social media messages for an empowered audience. This research adopts a Positivism philosophy and a deductive research approach to analyze Facebook Advertising Strategies and Gen Z’s e-brand loyalty in Franchise Cafes in Sri Lanka. In data collection, the study employs questionnaires, the primary objective is to obtain information from individual Gen Z consumers. All the questions in the questionnaire are on Likert scale since it is more appropriate for comparison. Real-life consumers of Gen Z are chosen as a representative sample for generalization of the research results and the targeted sample size is 385 responders. As Sampling method, purposive sampling approach was used to select individuals who frequently use Facebook and visit Franchise Cafes. As data analysis techniques, data analysis employed quantitative methods, including the use of descriptive statistics (mean, median, mode, standard deviation) and inferential analysis (correlation, regression, mediating analysis). The statistical tool that is used for data analysis is SPSS. Reliability was assessed using Cronbach’s Alpha and validity was tested through construct validity measures. Secondary data is collected from literature and industry reports. The study examined that element like likes, shares, comments, and clickable links enhance Gen Z's engagement and loyalty in e-brands. Factors like attractiveness, message comprehensiveness, and creativity influence advertisements' effectiveness. High-quality imagery and meaningful messages were found to increase brand loyalty and Facebook Stories were effective for Gen Z. Demographic and behavioral targeting were identified as key strategies. Negative sentiments mediating the relationship between Facebook advertising strategies and e-brand loyalty. This research study investigates the relationship between Facebook advertising strategies and e-brand loyalty of Gen Z consumers in Franchise Cafes in Sri Lanka. The study found that factors such as ad engagement features, content, location, platform, and precision in targeting consumers positively influence e-brand loyalty. Efficient strategies were found to reduce negative sentiments, while inadequate campaign approaches, such as wrong category targeting, low-quality messages, or posting ads at the wrong time, generated unfavorable perceptions. Negative sentiments partially mediate the relationship between Facebook advertising strategies and e-brand loyalty, suggesting businesses need to pay close attention to negative feedback to improve their advertising strategies. The study's reliability, validity, and normality test results confirmed the validity of the research, confirming the duality of loyalty and consumer sentiment management in advertising strategies. The research provides useful recommendations for marketers targeting Gen Z in Franchise Cafes in Sri Lanka. The study on e-brand loyalty in Sri Lankan Franchise Cafes is limited by its time frame, geographical scope, and sample population. It may not consider cultural or economic factors influencing loyalty. The results are specific to Gen Z, not Millennials or Gen X. Negative sentiments are subjective and influenced by individual experiences, emotions, and cognitive biases. E-brand loyalty is complex and includes personal experiences, perceived competitive offerings, and brand image. Longitudinal investigations may be more useful to understand the long-term effects of advertising strategies on loyalty. Franchise cafes can optimize their Facebook advertising strategies by engaging retargeting ads and lookalike audiences, focusing on products like premium drinks, creative meals, membership, and discounts, and using free content from clients. Mobile advertising, Facebook stories, and integration with Instagram can help Gen Z stay engaged. Engaging in polls, Q&A sessions, and hosting live videos can also help. Building and sustaining brand loyalty can be achieved through eco-friendly or social responsibility campaigns, unique selling propositions, and affiliation programs. Managing negative emotional appeals can be done using tools for analyzing sentiments in comments, reviews, and shares, and crisis management. Enhanced budget allocation can be achieved by treating advertising formats and targeting methods as priority areas, and reducing advertising expenditures on locations or age, gender, geography, or other classes that do not improve brand equity. Building strong customer relationships through emotional bonds, direct interactions, and events can help customers have memorable experiences. Future research should explore marketing tactics on other social media platforms, cultural and regional differences in Sri Lanka, comparative studies across industries, longitudinal studies on loyalty, and the role of influencers in Facebook ads. By implementing these recommendations, Franchise cafe stakeholders can improve Facebook advertising strategies and increase e-brand loyalty among Gen Z consumers.