9th Student Research Conference in Marketing (SRCM) - 2025

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644

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Author: search.filters.author.Wijenayaka, S. I.Subject: search.filters.subject.Generation Z

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    The Impact of User-Generated Content Quality on Brand Engagement in Restaurants: The Mediating Role of Functional and Emotional Value with a Focus on Gen Z in Sri Lanka's Western Province
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunathilaka, K. A. C. L.; Wijenayaka, S. I.
    This study explores the impact of user-generated content (UGC) quality on brand engagement within the restaurant industry, specifically focusing on Generation Z consumers in Sri Lanka’s Western Province. It examines how key dimensions of UGC—content quality, design quality, and technological quality—enhance its perceived functional and emotional value, which in turn mediates the relationship between UGC quality and brand engagement. Grounded in the Stimulus-Organism-Response (SOR) model, this research addresses a critical gap in the literature regarding the multidimensional attributes of UGC quality and their role in fostering brand engagement, particularly in emerging markets. The findings aim to offer practical insights for marketers seeking to leverage UGC as a strategic tool to build deeper connections with the digitally driven Gen Z demographic. A quantitative methodology was employed to analyze the relationships between UGC quality, functional and emotional value, and brand engagement. Data were collected from 294 respondents through an online survey targeting individuals born between 1997 and 2012, residing in the Colombo, Gampaha, and Kalutara districts of Sri Lanka’s Western Province. The survey utilized a structured questionnaire with a 5-point Likert scale to assess key constructs, including content quality, design quality, technological quality, functional value, emotional value, and brand engagement. Statistical analysis was conducted using SPSS to test hypotheses and validate the conceptual framework, with mediation effects examined through advanced statistical techniques. The results indicate that UGC content quality and technological quality significantly influence brand engagement, with emotional value playing a crucial role in strengthening consumer connections. Functional value enhances practical utility, aiding in decision-making processes. High-quality UGC—characterized by visually appealing imagery, authentic reviews, and seamless technological integration—positively impacts both emotional and functional value, leading to increased brand engagement. However, while UGC design quality contributes to emotional value, it does not significantly affect functional value, highlighting a disparity between aesthetic appeal and practical utility. Emotional and functional value both serve as strong mediators in the relationship between UGC quality and brand engagement, reinforcing the need for engaging, useful, and emotionally resonant UGC to drive consumer loyalty. Despite its valuable insights, this study has certain limitations that may affect the generalizability of its findings. Geographically, it is confined to Sri Lanka’s Western Province, restricting its applicability to other regions with different cultural and economic landscapes. Additionally, its exclusive focus on Generation Z may not reflect the engagement behaviors of other demographics, such as Millennials or Baby Boomers, who interact with UGC differently. The study primarily examines social media platforms like Instagram and TikTok, overlooking broader UGC dynamics across other digital channels. Moreover, the cross-sectional design captures a single moment in time, limiting insights into evolving consumer behaviors. The reliance on self-reported data also introduces potential biases, including social desirability effects and recall inaccuracies. The study provides strategic recommendations for maximizing the impact of high-quality UGC to enhance brand engagement among Gen Z consumers in Sri Lanka’s restaurant industry. Restaurants should focus on curating visually appealing, authentic, and easily shareable UGC to establish strong emotional and functional connections with customers. Personalization, driven by customer data, along with an emphasis on storytelling and authenticity, can further deepen consumer engagement. Investing in seamless digital platforms and collaborating with influencers can amplify the reach and impact of UGC. Establishing feedback loops and ensuring brand consistency across all touchpoints will further reinforce both functional and emotional value, fostering long-term consumer loyalty and stronger brand engagement.
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    Impact of E-Word of Mouth on Purchase Intentions Among Generation Z: The Mediating Role of Brand Credibility in Sri Lanka's E-Commerce Industry in the Western Province
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jagoda, N. Y.; Wijenayaka, S. I.
    In Sri Lanka's rapidly evolving e-commerce industry, E-WOM has emerged as a pivotal factor influencing consumer decision-making, particularly for Generation Z, who rely heavily on co-generated digital content. E-WOM has proven to be an effective tool in shaping purchase intentions among this demographic. However, despite its capacity to capture consumer attention, questions remain about how trust built through E-WOM translates into actual purchasing behavior. Additionally, past research has yet to sufficiently explore the mediating role of brand credibility, leaving gaps in understanding how E-WOM strengthens the trust and credibility between brands and consumers, especially in emerging markets like Sri Lanka. Compounding this issue is the underexplored influence of trust dimensions such as expertise, trustworthiness, and E-WOM valence on customer loyalty and purchasing behavior. While studies conducted in global contexts emphasize the importance of these dimensions, their interaction within Sri Lanka's e-commerce industry, particularly among Generation Z, has not been adequately addressed. This underscores the need for a focused investigation into the factors that maximize the impact of E-WOM on purchasing intention, while simultaneously strengthening consumer trust and loyalty in a dynamic and growing digital marketplace. This study seeks to fill these gaps by analyzing the relationship between E-WOM and purchasing intention, with brand credibility acting as a mediating variable. Operating within a positivist paradigm, the research follows a deductive approach, surveying 406 respondents aged 18-26 from Sri Lanka's Western Province. A structured questionnaire was used to measure key variables, including dimensions of E-WOM (source expertise, trustworthiness, volume, and valence), brand credibility, and their collective influence on purchasing intention. Regression and mediation analyses were conducted using SPSS to test the hypotheses and provide actionable insights. The results indicate a significant positive correlation between E-WOM and purchasing intention, with brand credibility partially mediating this relationship. Among the dimensions of E-WOM, source expertise and trustworthiness were identified as key drivers of consumer trust, while higher message volume and positive valence further amplified purchasing intentions. These findings highlight the importance of brand credibility and consistent digital communication in building trust, ultimately influencing Generation Z’s purchasing behavior within Sri Lanka’s e-commerce sector. However, the study has some limitations. The focus on Sri Lanka's Western Province limits the generalizability of the findings to other regions, including suburban areas. The cross-sectional design also restricts the ability to observe long-term changes in consumer behavior. Furthermore, by exclusively concentrating on E-WOM and brand credibility, the study overlooks other potential factors, such as cultural nuances or digital literacy, which could provide further insights into consumer behavior in emerging markets. Despite these limitations, the study offers significant theoretical and practical contributions. Conceptually, it advances the understanding of E-WOM as a critical driver of purchasing intention, while elucidating the mediating role of brand credibility in this process. From a practical perspective, the findings offer valuable guidance for e-commerce businesses aiming to enhance consumer engagement and loyalty. By prioritizing trust-building through credible and consistent E-WOM strategies, businesses can effectively influence Generation Z’s purchasing behavior. Future research could build on these findings by employing longitudinal designs, exploring additional mediators, and expanding the scope to include diverse geographic and cultural contexts.