9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
Browse
3 results
Search Results
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 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 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.