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