9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
Browse
12 results
Search Results
Item The Impact of Pop-Up Video Advertisement on Brand Engagement in the FMCG Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madushanka, G. N.; Udara, S. W. I.This study examines the impact of pop-up video advertisements on brand engagement within Sri Lanka’s fast-moving consumer goods (FMCG) industry. As digital marketing evolves, pop-up ads have emerged as both a widely used and highly debated advertising tool. This research seeks to determine whether such intrusive advertising methods enhance or hinder brand engagement within Sri Lanka’s unique cultural and economic context. Grounded in consumer behaviour and digital marketing literature, the study explores consumer attitudes, emotional responses, and levels of engagement triggered by pop-up video ads. A mixed-method approach is employed, integrating both qualitative and quantitative analyses to provide a comprehensive understanding of the phenomenon. Quantitative data is collected through an online survey of 397 FMCG consumers from diverse backgrounds, assessing their experiences, perceptions, and engagement with pop-up video advertisements. The data is then analysed using statistical methods to ensure reliability and depth in findings. The study reveals a dual effect of pop-up video ads on brand engagement. While certain engaging and contextually relevant ads enhance brand recall and foster positive emotional connections, the majority of respondents report irritation and negative associations due to the intrusive nature of these ads. Comparative analysis with global studies highlights culturally specific consumer preferences in Sri Lanka, particularly a strong inclination toward non-intrusive advertising formats and culturally resonant content that significantly influence engagement levels. This research is limited to online platforms, excluding other advertising media that may offer a broader perspective on consumer-brand interactions. Additionally, reliance on self-reported data presents a potential response bias. Future research could explore the longitudinal effects of repeated exposure to pop-up ads and their influence on brand loyalty. The study contributes to the emerging literature on digital advertising and consumer engagement by incorporating cultural specificity. From a practical standpoint, the findings offer actionable insights for FMCG marketers in Sri Lanka, emphasising the need for less intrusive, culturally aligned advertising strategies to foster positive consumer engagement. The study also underscores the importance of regulatory guidelines to promote consumer-friendly digital advertising practices.Item The Impact of Instagram on Customer Engagement in Sri Lanka’s Fashion Startups(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Siyambalapitiya, A. H. D.; Udara, S. W. I.Instagram has emerged as one of the most influential social media platforms globally, enabling startups to reach their target audiences, expand their businesses, and foster customer relationships. However, despite its potential, many startups struggle to maintain consistent customer engagement on the platform. Existing studies have broadly examined consumer engagement across various social media platforms, but there is a notable gap in research focusing specifically on Instagram’s role in shaping consumer interactions. Although Instagram is widely recognised as a powerful tool for businesses particularly in the fashion sector, limited studies have explored its unique attributes and their impact on customer engagement. This study seeks to bridge this gap by examining the key factors influencing Instagram engagement, with a specific focus on Sri Lankan fashion startups. Customer engagement, the dependent variable in this study, is analysed in relation to four independent variables: post format, posting time, message interactivity, and topic attractiveness. Data were collected through an online survey targeting Instagram users in Sri Lanka, yielding 385 valid responses. A filtering question ensured data relevance, requiring participants to have followed at least one clothing brand on Instagram for more than a year. The survey was designed to assess how the identified variables influence customer engagement, and the collected data were analysed using advanced statistical techniques, including regression analysis. The findings confirm that all hypotheses are supported, indicating that topic attractiveness, message interactivity, post format, and posting time significantly influence customer engagement. Notably, topic attractiveness and message interactivity emerged as the most influential factors, reinforcing prior research that highlights the importance of visually appealing and interactive content in driving social media engagement. These results provide empirical evidence supporting the strategic use of Instagram to enhance consumer interaction, offering valuable insights for fashion startups in Sri Lanka on how to optimise their content and posting schedules. Despite its contributions, this study has certain limitations. While the sample of 385 Instagram users provides meaningful insights, it does not fully represent the diverse demographic of Sri Lankan consumers engaging with fashion startups, as respondents were predominantly young, female, and students. Additionally, given the dynamic nature of social media, engagement trends observed within the study’s timeframe may not reflect long-term behavioural patterns. The findings should also be interpreted within broader social media marketing frameworks due to the limited theoretical and empirical research on Instagram-specific customer interactions. This study advances the understanding of Instagram consumer interactions and offers both theoretical and practical contributions. Theoretically, it underscores the significance of topic attractiveness, message interactivity, posting time, and post format in shaping customer engagement. These insights provide a foundation for future research exploring engagement dynamics across different sectors, geographical regions, and extended timeframes. Practically, the findings offer actionable strategies for fashion startups to enhance their digital marketing efforts. By developing compelling content, integrating interactive elements, and strategically scheduling posts, businesses can strengthen customer relationships and gain a competitive advantage in the rapidly evolving digital landscape. Future studies should explore the integration of emerging social media features and their long-term effects on customer engagement.Item The Impact of Facebook Advertising on E-Brand Loyalty in E-Commerce Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Navodya, G. S. C.; Udara, S. W. I.Facebook advertising has become a powerful tool in digital marketing, enabling businesses to reach vast audiences with tailored messages and interactive content. As one of the most widely used social media platforms, Facebook offers businesses unparalleled opportunities to engage with consumers and build brand loyalty. With various ad formats ranging from simple image ads to engaging video content, businesses can create compelling advertisements that capture attention and drive results. This study examines the impact of Facebook advertising on e-brand loyalty within the e-commerce industry, focusing on how interactivity, informativeness, trendiness, customisation, and usefulness influence consumer loyalty. Addressing a critical gap in the literature, this research explores these relationships in Sri Lanka's rapidly growing e-commerce sector. While extensive research exists on social media advertising, the impact of Facebook ads on e-brand loyalty in Sri Lanka remains underexplored, with most studies focusing on India and Indonesia. This study seeks to fill this gap, highlighting Facebook’s potential to enhance loyalty through targeted and strategic advertising. Through this investigation, the research provides actionable insights for businesses aiming to strengthen customer relationships and improve brand loyalty using effective Facebook advertising strategies. A quantitative research design was employed to evaluate the relationship between Facebook advertising elements and e-brand loyalty. Data was collected through a structured questionnaire distributed to 385 respondents, with 375 valid responses retained for analysis. The sample comprised active Facebook users who engage with e-commerce platforms, ensuring the relevance of the data. Statistical techniques, including descriptive analysis, correlation analysis, and multiple regression analysis, were used to test the hypotheses and measure the significance of the identified advertising elements. The hypotheses examined in this study include the overall impact of Facebook advertising on e-brand loyalty and the specific effects of interactivity, informativeness, trendiness, customisation, and usefulness on brand loyalty. This research provides a rigorous framework for understanding the nuanced dynamics of Facebook advertising and its influence on consumer behaviour. The findings indicate that informativeness, interactivity, customisation, and perceived usefulness significantly contribute to e-brand loyalty. Among these, informativeness emerged as the most influential factor, demonstrating that consumers value advertisements that provide clear, accurate, and relevant information about products and services. Interactivity and customisation were also found to positively impact loyalty, emphasising the importance of engaging, two-way communication and personalised advertising content. Interestingly, trendiness did not exhibit a significant effect on brand loyalty, suggesting that while trendy content may attract attention, it does not necessarily foster long-term consumer loyalty. These findings partially align with previous studies while offering novel insights into the unique behaviours and preferences of Sri Lankan e-commerce consumers. The study is geographically limited to Sri Lanka, which may affect the generalisability of the findings to other cultural or regional contexts. Additionally, by focusing exclusively on Facebook, the study does not provide insights into the effectiveness of other social media advertising platforms. This study provides practical insights for e-commerce businesses, Facebook advertisers, and other stakeholders by highlighting the importance of creating ads that are informative, engaging, and personalised. For e-commerce businesses, the findings offer strategies to build stronger customer loyalty by focusing on relevant and interactive content. Facebook advertisers can enhance ad performance by aligning campaigns with user preferences, driving higher engagement and returns. Additionally, consumers benefit from ads that provide value through meaningful and relevant experiences, fostering trust and satisfaction. These insights offer a practical roadmap for leveraging Facebook advertising to strengthen consumer relationships and brand loyalty. This study underscores the critical role of Facebook advertising in shaping consumer loyalty and offers a robust framework for businesses to harness the power of social media to build lasting customer relationships in an increasingly competitive e-commerce landscape.Item The Impact of Customer Experience on E-Word of Mouth in the Local Cafe Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilshan, U. G. H.; Udara, S. W. I.This research examines the impact of customer experiences on electronic word-of-mouth (e-WOM) within the thriving cafe industry of Sri Lanka. In the scope of digital marketing, understanding and leveraging e-WOM is crucial for enhancing customer engagement and securing a competitive edge. However, with its growing importance, there is a notable lack of empirical study on how various aspects of the customer experience namely, the physical environment, aesthetic appeal, and service quality, affect e-WOM, particularly in Sri Lanka. A thorough review of existing literature highlights this shortage, indicating a significant opportunity for focused research to uncover the dynamics between customer experience facets and e-WOM. Grounded in a positivist research philosophy, the study embraces a deductive approach to test hypotheses derived from established theories. Utilising a cross-sectional survey design, the research captures data from 391 participants through a carefully constructed questionnaire, based on prior academic work. This questionnaire investigates various dimensions of customer experience that potentially influence e-WOM, ranging from environmental aesthetics to service responsiveness. The sampling strategy employed was convenience sampling, aimed at efficiently collecting data from respondents who frequent cafes, ensuring that the sample was representative of typical cafe consumers. Data collection was executed through online platforms and direct interactions to widen the research's scope and enhance the reliability of the findings. For data analysis, the study employed SPSS software, utilising regression analysis techniques to explore the strength and significance of the relationship between the studied variables. The results of the analysis reveal a strong positive correlation between the quality of customer experience and the likelihood of customers engaging in e-WOM. Each individual dimension of customer experience (environment, aesthetic experience, and service quality) independently demonstrated a significant positive impact on e-WOM. These findings underscore the critical importance of holistic customer experience management in cafes, suggesting that enhancing these aspects can significantly encourage positive e-WOM. Managerially, the findings of this study are invaluable, offering clear strategies for cafe owners and marketers to enhance customer experience and effectively promote e-WOM. The empirical results of this study contribute significantly to the limited scholarly resources on e-WOM within Sri Lanka's café industry. By providing these insights, the study lays a solid foundation for future research and offers practical approaches that can be employed immediately. These strategies are particularly crucial in the digital age, where online word-of-mouth can significantly influence public perception and consumer behaviour. Implementing the recommended changes could improve customer satisfaction, increase loyalty, and ultimately, bring greater business success to the competitive cafe market. However, the research recognises limitations in its design, primarily the study's cross-sectional nature, which may not capture evolving trends over time. To address these issues, future studies are encouraged to adopt a longitudinal approach. Such an approach would allow researchers to track the progressive impact of customer experience improvements on e-WOM over extended periods. This continuous study may give more precise insights, allowing café owners and marketers to successfully refine digital marketing efforts. Longitudinal data enables businesses to better understand the long-term effects of their customer experience strategies, respond to changes in consumer behaviour, and improve overall business success in the dynamic café industry.Item The Impact of AI Chat Bot on User Experience in E-Commerce(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nimshan, E. S.; Udara, S. W. I.This study explores the impact of artificial intelligence (AI) chatbots on user experience in Sri Lankan e-commerce platforms, addressing key challenges such as limited personalisation, usability concerns, and trust deficits. The research builds on existing global literature while filling a gap in understanding AI adoption in Sri Lanka's unique socio-economic context. It identifies three independent variables namely; usability, personalisation and engagement, and trust, and evaluates their influence on user experience. The research employed a quantitative approach, using a survey distributed to 384 participants representing Sri Lankan e-commerce users. Data was collected via structured questionnaires, with Likert scale responses used to measure variables. Statistical techniques such as multiple linear regression and correlation analysis were applied to assess the relationships among variables and their impact on user experience. Descriptive and inferential statistics provided insights into the study's hypotheses. The results demonstrate strong positive correlations between usability (r = 0.831), personalisation and engagement (r = 0.802), and trust (r = 0.805) with user experience. Usability emerged as the most significant predictor (β = 0.405), followed by trust (β = 0.292) and personalisation and engagement (β = 0.213). An adjusted R-squared value of 0.772 suggests that the model explains 77.2% of the variance in user experience. These findings emphasise the importance of enhancing platform usability, fostering trust, and offering personalised interactions to improve user satisfaction. This study is limited by its reliance on self-reported data, which may introduce response bias. Additionally, the findings are specific to Sri Lanka’s e-commerce market and may not generalise to other regions with different digital infrastructures or consumer behaviours. Future research could incorporate qualitative methods or longitudinal designs to capture evolving user preferences. Theoretically, this study contributes to the body of knowledge by highlighting the interplay between usability, trust, and personalisation in shaping user experience. Practically, the findings offer actionable insights into e-commerce platforms, emphasising the need to invest in user-centric AI chatbot designs. Future research could explore the role of cultural factors and AI-driven innovations in enhancing digital consumer experiences.Item The Emotional Impact of Newspaper Headline on Customer Purchase Intention(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ilangarathna, M. P. S. S.; Udara, S. W. I.This study explores the emotional impact of newspaper headlines on customer purchase intentions, focusing on key elements such as language style, headline structure, headline content, and headline font. Headlines serve as the first point of contact between readers and newspapers, significantly influencing consumer behaviour. While emotional marketing has been extensively studied in advertising, its role in the newspaper industry remains underexplored. This research addresses gaps in literature by analysing how the interplay of emotional and structural elements in headlines impacts purchasing decisions. The study also aims to provide actionable insights for newspaper publishers, editors, and marketers striving to enhance readership and adapt to the evolving media landscape. A quantitative cross-sectional design was employed to investigate the relationships between headline characteristics and purchase intention. Data were collected from 331 respondents using a structured questionnaire that assessed their perceptions of newspaper headlines. The sample was demographically diverse, ensuring representativeness. Statistical analyses, including descriptive statistics, correlation analysis, and multiple regression, were conducted to examine the predictive power of language style, structure, content, and font on purchase intention. The survey measured variables using a five-point Likert scale, enabling an in-depth understanding of reader preferences and behaviours. The findings reveal that language style and headline content are the most significant predictors of purchase intention. Headlines employing emotionally charged language and addressing timely, relevant topics generate higher consumer interest. Headline Structure, such as headline length, punctuation, and organisation, play a moderate role in capturing attention and enhancing readability. In contrast, font attributes like size, boldness, and typeface contribute minimally to purchase decisions but are still important for visual appeal. The results also show that emotionally resonant headlines, such as those using dramatic or evocative language, are more likely to engage readers than strictly factual ones. These insights underscore the need for a strategic balance between emotional appeal and factual accuracy in crafting headlines. The study is geographically limited to Sri Lanka, which may affect the generalisability of the findings to other contexts. Additionally, reliance on self-reported data poses the risk of response bias. Future research could address these limitations by incorporating a more diverse, cross-cultural sample and exploring additional variables such as digital consumption patterns. The study offers valuable theoretical and practical contributions. It extends emotional marketing theories to the newspaper industry, highlighting the importance of emotionally engaging headlines in driving consumer behaviour. Practically, the findings provide newspaper publishers and editors with evidence-based guidelines for designing effective headlines that resonate with readers. For instance, emphasising emotional keywords and relevant content while maintaining structural simplicity can enhance purchase intention. The study also calls for integrating digital strategies, such as interactive and multimedia headlines, to attract a tech-savvy audience. Future research could investigate cultural differences in headline preferences and the impact of emerging technologies on consumer engagement.Item Investigating the Impact of TikTok Influencers on Purchase Intention of Cosmetic Products among Gen Z in Sri Lanka: Examining the Mediating Effect of Consumer Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Thamel, W. S. N.; Udara, S. W. I.The rapid growth of social media platforms, particularly such as TikTok, significantly impacts influencer marketing in the form of the way the brands connect with consumers. This study addresses the critical role of influencer marketing in an era where trust and authenticity are paramount in driving purchases, especially in industries like cosmetics that rely on customer confidence. The study analyzes the impact of TikTok influencer attributes by five key attributes such as expertise, interactivity, popularity, argument quality, and homophily, on the purchase intention of cosmetic products among Gen Z TikTok users in Sri Lanka, focusing on the mediating role of consumer trust. By examining the impact of influencer attributes, the researcher provides a nuanced understanding of how TikTok’s unique engagement can leverage purchase intention among Gen Z consumers, shaping consumer trust and providing useful information for marketers, influencers, customers, brands, and stakeholders by concentrating on specific attributes of the TikTok influencers. Highlighting a recent case in the Sri Lankan cosmetic market, such as the promotion of unauthorized products, the study emphasizes trust and authenticity in the influencer-driven market strategies. In 2024, TikTok reached over 1 billion active users worldwide, resulting in one of fast growing social media platforms, particularly among Gen Z, who form a substantial segment of its user base as platform species for short form video content and algorithm driven personalized feed. A quantitative research method was used, and the data was collected from the Gen Z TikTok users by using a structured questionnaire from 412 Gen Z TikTok users in Sri Lanka. The data was analyzed by applying correlation, multiple linear regression tests, and other relevant techniques using SPSS to outline influencer attributes, consumer trust, and purchase intention. Mediator analysis was used to assess the role of customer trust. The framework was developed by integrating insights from the existing literature and expert opinions in the industry. Based on that, four hypotheses were generated for the study. Overall, all four main hypotheses have supported the study, determining that TikTok significantly impacts the purchase intention of cosmetic products among Gen Z in Sri Lanka. The findings suggest that homophily (0.878) and interactivity (0.846) of influencers are the most effective factors for encouraging purchase intention, while popularity (0.784) has minimal significance among others. However, using correlation and regression analysis, the study's results reveal that Expertise does not significantly influence purchase intention. It also shows that consumer trust can mediate the effect of the influencer attributes on purchase intention, which means that influencers need to be genuine. The brands must be aligned with the consumer preferences when selecting the influencers without depending only on the follower base. The study is geographically limited to the Sri Lankan context and focuses exclusively on the TikTok organic engagement of the influencers and consumers, as paid advertising has not yet been introduced in the local landscape. In addition, self reported survey data may include biases in customer preferences and individual behaviors. Understanding these managerial implications accurately indicates that brands should aim at engaging influencers with high audience values, improve credibility and drive customer engagement. Brands can build trust and maximize influencer marketing on TikTok, growing its audience’s engagement with the content. The findings suggest that influencer marketing significantly impacts the intention to purchase cosmetic products, and the trust of social media influencers strongly mediates the intention to purchase. This research is part of social media marketing discussions to extend the understanding of TikTok influencers’ contribution to consumer behaviour based on literature. Future research should examine these types of contexts in diverse regions and industries, especially because paid media will be available for TikTok in the near future, considering the development of social commerce and customer engagement in a dynamic environment.Item Impact of YouTube Content Credibility on the Skincare Industry in Sri Lanka: Expertise as a Moderator(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Navodanee, W. U.; Udara, S. W. I.YouTube emerged as the world's most used video content sharing platform, with over 1.9 billion monthly active users. In Sri Lanka, it has become a popular social media platform among content creators, particularly in the skincare industry. This study examines the impact of YouTube content creators’ credibility on consumer purchase intention within Sri Lanka’s skincare industry, with a specific focus on creator expertise as a moderating factor. The study conceptualises credibility through four core dimensions: trustworthiness, attractiveness, information quality, and entertainment value. While previous research has extensively examined content creator credibility, the moderating role of expertise has received limited attention. Consumers frequently rely on YouTube content creators to make purchasing decisions, but not all creators possess expertise in skincare. This discrepancy can lead to confusion about credibility, high engagement but low conversion rates, and potential damage to brand trust. Addressing this gap, the study provides insights into the interplay between credibility, expertise, and consumer purchase intention in Sri Lanka. A quantitative approach with a deductive methodology was employed in this research. Primary data were collected from 362 individuals over the age of 12 who actively engage with skincare-related content on YouTube. Statistical analyses were conducted using SPSS, and five hypotheses were tested to examine the relationship between content creator credibility and consumer purchase intention, with expertise assessed as a moderating variable. The findings indicate that trustworthiness, information quality, and entertainment value significantly influence consumer purchase intention, while attractiveness does not have a direct effect. Moreover, contrary to existing literature, creator expertise did not moderate the relationship between credibility and purchase intention. This suggests that Sri Lankan consumers prioritise trust and engaging content over the perceived expertise of content creators. The results further highlight that consumers tend to trust everyday content creators or familiar figures more than recognised experts, making them more susceptible to influence from relatable and accessible sources. The scope of this study is limited to the skincare industry and YouTube and does not explore platforms such as Instagram, which can have a large impact on purchase intention. Additionally, the findings are specific to the Sri Lankan market and may not be globally generalisable due to cultural nuances and differences in consumer behaviour. The study also relied on self-reported data, which may introduce biases, and only examined one moderate variable, potentially overlooking other significant factors. This research makes valuable theoretical and practical contributions. It underscores the importance of credibility dimensions, particularly trustworthiness, information quality, and entertainment value, in shaping consumer purchase intention within the Sri Lankan context. Marketers can leverage these insights to develop more effective influencer marketing strategies by prioritising authentic, engaging, and informative content rather than focusing solely on creator expertise or attractiveness. Content creators, in turn, should emphasie delivering accurate, high quality information while fostering strong engagement with their audiences. Future research could explore additional moderating variables such as source credibility, demographic influences, and cultural differences, providing a more comprehensive understanding of content creator influence on consumer behaviour. This study lays the groundwork for further investigations into the evolving role of expertise in digital marketing.Item Impact of Website Design Elements on Purchase Intention in The Vehicle E-Commerce Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wijesundara, W. M. R. A.; Udara, S. W. I.This study examines how website design elements influence purchase intentions among vehicle e-commerce users in Sri Lanka. The study addresses the growing need for trust and usability in online platforms that deal with high-stakes purchases, such as automobiles, where decision-making is complex and emotionally charged. Despite global e-commerce growth, Sri Lankan vehicle e-commerce stands behind in terms of incorporating advanced design elements such as interactivity and personalised user experiences. This study addresses this gap by assessing visual design, interactivity, information quality, and usability as important factors influencing consumer trust and decision-making. The study uses a quantitative research methodology with a cross-sectional time horizon. The research population consists of Sri Lankan vehicle e-commerce users, with a sample size of 370 participants chosen using simple random sampling. Data was gathered using a self-administered questionnaire distributed online and analysed with SPSS software. The study uses descriptive statistics, correlation analysis, and multiple regression to determine the relationships between website design factors (visual design, interactivity, information quality, and usability) and purchase intentions. The methodology provides a solid framework for achieving the study's goals and investigating practical implications for e-commerce platforms. The findings show that visual design, which includes elements such as aesthetic appeal, layout, and image quality, has a significant impact on first impressions and trust. Interactivity features like virtual test drives, 360-degree views, and customisation options improve emotional connection while lowering perceived risks associated with online vehicle purchases. Information quality, which includes accuracy, relevance, and credibility, is critical in addressing consumer concerns about product authenticity and specifications, resulting in increased decision confidence. Usability factors such as easy navigation, advanced search filters, and mobile responsiveness improve the user experience by allowing seamless browsing and informed decision making. Collectively, these factors contribute to increased purchase intentions among Sri Lankan vehicle e-commerce users. Furthermore, the study aligns with existing consumer behaviour theories while addressing gaps unique to the vehicle e-commerce context. The study's cross-sectional design limits its ability to capture longitudinal changes in consumer behaviour and preferences. Furthermore, reliance on self-reported data may result in response bias. The findings are context-specific to Sri Lanka, which may limit their applicability to other geographic regions or markets. The study focusses primarily on the vehicle e-commerce industry, but future research could compare findings to other high-involvement e-commerce sectors, such as real estate or luxury goods. Research findings provide actionable insights for e-commerce developers and marketers, such as incorporating interactive features, verified inspection reports, and enhanced usability elements to increase trust and conversion rates. The study highlights the importance of immersive and user-centered experiences that mimic in-store interactions. Implementing these recommendations on Sri Lankan platforms may increase competition and consumer confidence in vehicle e-commerce. Future research could use longitudinal designs to examine changes in consumer behaviour over time or to compare results from various e-commerce industries. Exploring cross-cultural or international contexts may provide additional insights into the proposed design elements' universal applicability.Item Impact of Micro-Influencers on E-Brand Loyalty of Online Consumers in Sri Lankan Ayurveda Cosmetic Industry: Moderating Effect of E-WOM(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Silva, G. W. K. N.; Udara, S. W. I.This study examines how micro-influencers affect online consumers' e-brand loyalty in the Sri Lankan ayurvedic cosmetics industry, with a particular focus on the moderating role of electronic word-of-mouth (E-WOM). The digital era has significantly impacted the corporate environment, with social media marketing becoming a primary strategy for marketers to shape brand loyalty among their target audience. Influencer marketing has grown significantly in the digital era, with a global valuation of $21.1 billion in 2023. In Sri Lanka, the market for influencer advertising is expected to generate US$17.23 million in ad spending by 2024. Among various influencer categories, micro-influencers are seen as crucial in the growing significance of influencer marketing because they engage with niche audiences to shape consumer experiences with more personal and interactive content. Despite the growing importance of influencer marketing, gaps remain in understanding how micro-influencers influence brand loyalty, particularly in the Sri Lankan context. This study addresses these gaps by exploring how key micro-influencer attributes such as expertise, trustworthiness, and attractiveness impact e-brand loyalty and how E-WOM strengthens these relationships. A quantitative research approach was adopted, with data collected through an online survey. A sample of 385 participants was targeted, yielding 288 valid responses for analysis. The study measured key variables using a five-point Likert scale. Micro-influencers' trustworthiness, expertise, and attractiveness were considered independent variables, while e-brand loyalty served as the dependent variable, and E-WOM functioned as the moderator. Statistical analysis, including multiple linear regression and Andrew F. Hayes’ Process Macro in SPSS, was used to examine the relationships and moderating effects. The findings indicate that micro-influencer attributes significantly influence e-brand loyalty. Specifically, trustworthiness and attractiveness had a strong positive impact, whereas expertise showed no significant direct effect. However, the association between micro-influencer variables and e-brand loyalty was considerably modulated by E-WOM, which increased the influence of attractiveness and trustworthiness on e-brand loyalty outcomes. Given that the study focused exclusively on the Sri Lankan Ayurveda cosmetics market, its findings may not be generalizable to other industries or geographic regions. Additionally, reliance on self-reported data introduces potential biases, such as social desirability effects. Moreover, the study did not incorporate qualitative insights from brands or influencers regarding effective micro-influencer strategies, which could be explored in future research. This study makes important theoretical and practical contributions. It extends the literature on micro-influencer marketing by contextualizing its effects within the Sri Lankan market and examining the interplay between influencer attributes and E-WOM. By aligning with the Source Credibility Theory, the study enhances understanding of how micro-influencers foster brand loyalty through perceived trustworthiness and attractiveness, particularly when reinforced by E-WOM. From a practical standpoint, the findings offer valuable insights for marketers and policymakers, emphasizing the importance of building authentic, visually appealing, and trustworthy influencer relationships while leveraging E-WOM strategies to enhance consumer engagement. Additionally, the study provides a conceptual framework for future research in emerging economies, where digital marketing is rapidly evolving alongside cultural and technological shifts.