9th Student Research Conference in Marketing (SRCM) - 2025
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Item The Impact of Visual Aesthetics in Instagram Reels on Fashion Brand Loyalty Among Generation Z in Sri Lanka's Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Randunu, M. T. D.; Wijenayaka, S. I.This study explores the impact of visual aesthetics in Instagram Reels on fashion brand loyalty among Generation Z in Sri Lanka's Western Province. With Instagram's rise as a key social media platform, the research examines how factors such as emotional appeal, informativeness, and content legitimacy influence brand loyalty. It also investigates the role of community engagement—via likes, comments, and shares—and how it amplifies the effects of aesthetic content on loyalty. The study is grounded in existing literature on social media marketing, visual aesthetics, and brand loyalty, providing new insights, particularly in the context of a digitally engaged and culturally diverse demographic. A quantitative research approach was used, gathering data through a structured survey of 385 active Instagram users aged 15–27 in Sri Lanka’s Western Province. These participants were chosen for their engagement with fashion brands on Instagram. Statistical analyses, including regression and mediation tests, were conducted using SPSS to assess both the direct and indirect effects of visual aesthetics on brand loyalty, with community engagement acting as a mediating factor. This methodology offers a comprehensive understanding of the role visual content plays in building loyalty within the fashion industry. The findings show that visual aesthetics significantly influence fashion brand loyalty, both directly and indirectly through community engagement. High-quality visuals, appealing design elements, and well-organized content were identified as key drivers of emotional and behavioral loyalty. Community engagement enhances these effects, as interactive features foster trust and emotional connections between brands and Gen Z consumers. These results highlight the importance of visually compelling content in building strong consumer-brand relationships, especially for fashion brands targeting tech-savvy social media users. The study does have some limitations, particularly its geographic focus on Sri Lanka’s Western Province, which may limit the generalizability of the findings to other regions with different cultural and digital landscapes. Additionally, the cross-sectional nature of the research means it cannot capture long-term shifts in consumer behavior. The focus on Instagram Reels also means other social media platforms or integrated marketing strategies may not have been fully considered in relation to brand loyalty. This research contributes both theoretically and practically. It expands the understanding of how visual aesthetics and community engagement shape brand loyalty in the digital marketing landscape. Practically, it provides actionable insights for marketers on creating content that resonates with Gen Z, urging them to focus on visual consistency, emotional storytelling, and interactive elements in their Instagram strategies. Future research could explore multi-platform dynamics and examine the long-term effects of visual content on brand loyalty to further refine strategies for fashion brands in a rapidly evolving digital environment.Item The Impact of Social Media Contents on Men's Purchasing Intention of Personal Care: Examining the Moderating Role of Social Media Usage with Special Reference to Gen Z In Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hanwalla, H. S. L.; Mirando, U. J.The emergence of social media has impacted consumer behaviors, especially when it comes to the Gen Z male demographics in the personal care sector. Global context reveals this is particularly relevant for men's grooming within the contemporary Sri Lankan market. It only highlights the deviation in purchase behavior that exists among male consumers that social media marketing tools have not covered. Moreover, those who focus on Gen Z marketing have not explored how this generation interacts with different social media pages dedicated to personal care-oriented information. These include firm-created content, e-WOM, and UGC targeting this demographic. Consequently, this study focuses on this loophole that exists in the context of Asian developing nations such as Sri Lanka, as well as focusing on the male consumers' purchasing behavior. Therefore, this study examines the effect of Firm-created content, user-generated content (UGC), and electronic word-of-mouth (e-WOM) which are social media content elements on the purchasing intention of male Gen Z in the personal care industry. In addition, it examines the moderating effect of social media usage on behavior modifications, with particular interest in the intensity of engagement. This study contributes to the understanding of the unique purchasing patterns of male consumers who have a higher online engagement in Sri Lanka which is a developing economy. This study’s methodological approach is based on the positivist paradigm and a deductive approach is used to test the hypothesized relationships utilizing existing theories and models. Data collection was done by use of a structured questionnaire that was given to three hundred and eighty-five (385) respondents aged 18 to 26 years from the Western Province of Sri Lanka by the age cohort representation of Gen Z. The study employed convenience sampling as the main sampling method because it provides a fast and easy way of reaching many users who use social networks. This was especially relevant for the focus of the study which is on users of social networks, as it facilitated fast data collection among those who underwent the experience and exhibited the behavior. However, it is recognized that convenience sampling may affect the findings’ applicability to the larger population. It was established that there is a strong positive link between social media content and purchasing intentions of the young male cohorts within the Gen Z age bracket especially in terms of their social interactions. Then, engagement in positive purchasing behaviors is the need for authenticity, relatability, and consistency in content. Among all the types of content elements, UGC and e-WOM are regarded as the most influential and credible content as they elicit emotions better than content that has been created by firms. Social media usage has been registered to act as a moderator to this relationship and indeed push the effects of content on purchasing intention to a whole new level. Content that is liked, shared, and commented on by the target audience influences purchasing them in return pointing to the importance of active and engaging social media engagement. The study has both theoretical and practical implications. In terms of contributions, it adds scholarly attention to the role of social media consumption in linking content types and the purchasing intentions of customers. The findings make an important addition to social media marketing literature by highlighting the commercialization of the characteristics of Gen Z and their preferences for assimilating and engaging in the content. The study gives practical recommendations to personal care brands in Sri Lanka and other developing markets. To capture the attention of Gen Z males and females, marketers need to focus on embedding authenticity, trust, and strong emotion within the content through Instagram, TikTok, and YouTube. Engagement can be enhanced through interactive tools such as influencers, consumer campaigns, and exciting short videos. Last but not least, this study highlights the power of social media content in shaping Gen Z males' buying intention toward personal care products. Tackling an important issue in existing literature and providing practical recommendations, the study provides appropriate assistance for marketers who seek means to adapt to the challenges of rapidly changing digital space while effectively engaging the young audience. While the study delineated some important findings, it did possess scope for further studies. Respondents in the study relied on self-reported data, which could cause bias due to social desirability and recall errors. Furthermore, the analysis was restricted to a certain demographic group and geographic area, in this case, Gen Z male cohorts in Western Province, Sri Lanka, thereby limiting the extent to which the findings could be applied to other groups and areas. To deal with those limitations, future research can expand or even validate the findings through cross-cultural comparisons, longitudinal designs, and inclusion of behavioral data.Item The Impact of Online Consumer Reviews on Hotel Booking Intentions in Colombo City Hotels in Sri Lanka: The Moderating Role of Price Sensitivity with Special Reference to Gen Z Customers(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kaluarachchi Liyanage, D. S.; Mirando, U. J.A growing reliance on the internet as an information source when choosing tourism products raises the need for more understanding of electronic word of mouth. The development of the internet and technology has provided the public with an open space to share their thoughts without any impediments. Consumers often rely on evaluations such as online reviews shared by other consumers when purchasing. Online reviews have emerged as a crucial marketing tool that offers a distinct advantage over traditional methods by fostering trust among consumers. Subsequently, previous studies have advanced our understanding of how eWOM drives the continued development of digital communication in different sectors. However, the results remain inconclusive. This discrepancy highlights a critical aperture in converting reviewer engagement into actionable consumer behavior. Moreover, existing literature is context-specific, and their results could have limited applicability in the diverse and competitive tourism market of Colombo. However, with the rapid advancement of the tourism industry in Sri Lanka, it is important to investigate how these factors interact with the consumer behavior of Gen Z travelers in the local context to improve booking results. Therefore, this study explores the impact of online consumer reviews (OCRs) on hotel booking intentions in Colombo City hotels, specifically focusing on Generation Z consumers. Adding to this complexity is the moderating role of price sensitivity, a concept that significantly affects tourists’ choice of tourism products. Although price sensitivity has been examined in various settings, its interplay with online consumer reviews and hotel booking intentions within the tourism and hospitality industry in Sri Lanka remains underexplored. Furthermore, these apertures underline the need for a focused investigation to optimize the effectiveness of managing OCRs in fostering both reviewer engagement and booking results. Employing a positive paradigm and a deductive approach, the research utilizes non-probability convenience sampling to gather insights from 385 Gen Z participants across the country. Data collection was conducted through a structured questionnaire designed to capture the interplay between OCR dimensions, including review source, quality, volume, recency, and valence to determine their influence on booking decisions. Regression analysis was employed to test the hypotheses, ensuring a robust examination of the proposed relationships. The findings revealed a significant positive relationship between OCR and hotel booking intention with review quality and recency emerging as the most influential factors. Price sensitivity moderates this relationship emphasizing the importance of tailored pricing strategies for Gen Z who are both tech-savvy and budget-conscious. These results underscore the need for Colombo City hotels to refine their digital marketing efforts, focusing on authentic reviews and competitive pricing to attract this demographic. Consequently, the implications of this research are both theoretical and practical. Theoretically, it advances the understanding of eWOM by elucidating the role of price sensitivity as a moderator between consumer reviews and hotel booking intentions. Practically, it provides actionable recommendations for marketers in the Sri Lankan tourism and hospitality sector. Marketing professionals in Colombo City hotels must improve their strategies to offer a better experience to this consumer segment by upgrading their online review strategies, working on price sensitivity, making good use of social media, using local cultural experiences, and reviewing management practices. Future research could expand the scope by incorporating longitudinal designs and exploring diverse experimental designs to ascertain cause and effect. Despite its contributions, the study is not without limitations. Colombo City hotels that target Generation Z consumers restrict the findings of research from being generalized to other demographic groups, geographical locations, and accommodation types. Furthermore, many previous studies relied on self-reported data, which itself may exert some social desirability biases, recall errors, etc.Item The Impact of Online Communities and E-Word of Mouth on E-Purchase Intention of Gen Z: The Mediating Role of E-Brand Trust in Online Fashion Industry Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, M. K. H.; Dissanayake, D. M. R.This study examines the impact of online communities and electronic word of mouth (E-WOM) on e-purchase intention (E-PI) of generation Z consumers in Sri Lankas online fashion industry with the mediating effect of e-brand trust (E-BT). The research aims to address the gap in understanding how gen Z consumers influenced by digital interactions in making e-purchase decisions in the context of Sri Lanka’s e-commerce and other online fashion sector, by analyzing the interactions of online community engagement and electronic word of mouth credibility and e-brand trust the study provides insights in to factors which drive online purchase behavior of gen z’s addressing the key problem of building e-brand trust and engagement in the competitive online fashion market. The study followed a quantitative research design, and survey data were collected through a self-administered questionnaire from selected sample of 305 individuals who represents the Gen Z consumers who shop for fashion items online and residing at all the provinces in Sri Lanka majoring the western province. The final dataset was analyzed by using SPSS-23 version. The statistical analysis found a significant positive impact of electronic word of mouth on e-purchase intention and the e-brand trust mediates the relationship between electronic word of mouth and e-purchase intention. Furthermore, it revealed that online communities also have a significant positive impact on e-purchase intention and e-brand trust mediates the relationship between online communities and e-purchase intention. The study highlights the pivotal role of electronic word of mouth as a digital tool for fostering digital trust and encouraging purchase intentions in digital platforms in the competitive online fashion industry, The sample is limited to gen Z consumers in Sri Lanka confining the generalizability of findings to the other demographics or regions and also the study focuses on the online fashion industry leaving the scope to explore the other ecommerce sectors. The study contributed to the theoretical knowledge by expanding the understanding of electronic word of mouth and online community dynamics in influencing gen Z's electronic purchase intentions in the relevant context. The findings paved the way for actionable insights for marketers emphasizing the need to build strong online communities and leveraging credible electronic word of mouth to enhance the e-brand trust and drive sales acquisitions to acquire a new consumers by highlighting gen Z as a main key area to consider, making digital presence more active than ever with significant impact to potential growth of business by leveraging digital assets effectively, Study could explore the comparative studies across different demographics or investigate other industries to validate and expand these findings. This research fills the gap in the existing literature and provides valuable insights to organizations that use digital platforms majoring in social media as communication tools.Item Role of Ambience Marketing on Purchase Intention towards Fashion Brands: Investigating the Mediating Effect of Store Brand Love among Gen Z in Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Neshani, W. A. K.; Jayawardene, S. M.The fashion retail industry is a significant and evolving industry that is heavily reliant on store ambience for in-store sales. Therefore, store ambience is often a mechanism for fashion retailers to offer unique experiences to their consumers and thereby craft a competitive advantage. However, there is a dearth of knowledge regarding how ambience marketing impacts purchase intention towards fashion brands while considering the mediating effect of store brand love among Gen Z customers in Western Province, Sri Lanka. The present study examines the role of ambience marketing on purchase intention towards fashion brands while investigating the mediating effect of store brand love among Gen Z customers in Western Province, Sri Lanka. This study addressed the discrepancies by examining the key elements of store ambience such as lightning, music, scent, and store layout selected as the independent variables, and store brand love was identified as the mediator to purchase intention. A quantitative study was conducted, and 398 responses were gathered from Gen Z customers in Western Province using a structured questionnaire. The data was analyzed using descriptive statistics, correlation, and regression tools within the Statistical Package of Social Science (SPSS) software to explore the relationship between independent, dependent, and mediating variables. The present study findings indicate that ambience marketing elements such as lightning, scent, and store layout are statistically significant to the purchase intention. Furthermore, the mediator was also significant to ambience marketing and purchase intention. However, music does not significantly impact the purchase intention. When comparing the beta values of independent variables scent and store layout had a relatively stronger causality to purchase intention than lighting. These findings indicate the significance of ambience marketing elements in enhancing the purchase intention while fostering store brand love. The present study findings align with the previous findings on ambience marketing and purchase intention but offer new insights related to Gen Z customers concerning store brand love Western Province in Sri Lanka. The present study is geographically limited to the Western Province of Sri Lanka and concentrates solely on Gen Z customers. Therefore, it limits the generalizability of its findings to other countries and demographics. Furthermore, the study examines four ambience marketing elements such as music, lighting, store layout and scent. The present research was conducted as a cross-sectional study, so its findings are limited to a specific period. The present study includes theoretical and practical implications in the fashion retail sector recognizing Gen Z customers in the Western Province of Sri Lanka. Stimulus organism response (S-O-R) framework and theory of planned behavior theoretically indicate how ambience marketing elements impact purchase intention while triggering emotional attachment like store brand love. These findings indicate how cognitive and emotional aspects impact ambience marketing and consumer behavior. Furthermore, the study offers feasible strategies and findings to broaden the existing knowledge regarding ambience marketing and provide valuable insight for fashion retailers to enhance customer experience while creating store brand love which affects purchase intention. Therefore, the study recommended improving store layouts with better navigations, visually appealing designs, and technological improvements aligned with seasons when utilizing scents spreading fresh, natural, and thematic aromas that incorporate their brand image, through lighting strategies improving lighting with diverse designs, fashion retailers can use cool and warm tones relevant to special seasons to offer a welcoming store environment, which reflects the preferences of Gen Z customers. As music does not significantly impact purchase intention fashion retailers need to understand regional preferences of music which resonate with Gen Z customers. The present study can expand into further studies by exploring additional ambience marketing elements such as temperature, color and service quality, exploring new demographics such as baby boomers and millennials. Future research also needs to explore the impact of digitalization such as augmented reality and virtual reality experiences in store ambience. Furthermore, the present examines other industries such as hotels, restaurants, and cafeterias. Present research can explore different regions and to get better findings this research can be conducted as a qualitative and longitudinal study.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 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 Influence of Social Media Advertising on Travel Decisions with the Moderating Effect of Travel Motivation; Study on Millennials and Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandakulani, A. M. Y.; Dissanayake, D. M. R.Millions of people around the world have been using social media to both inspire and plan their travel destinations. Perhaps, it is safe to assume that millennials and Gen Z are heavily reliant on social media influencers for their travel decisions. The purpose of this is to look at the effect of social media advertising on travel decisions and how travel motivation acts as a moderator. Furthermore, it investigates other ad elements specifically addressing how ad formats, Ad content, and ad engagement affect travel decision choices made by people, thus bridging an existing gap in the current body of literature about the subject of advertising. This study produced primary data through a structured questionnaire and convenience sampling from 434 respondents in a quantitative manner. In particular, descriptive statistics, correlation, and regression analysis consisting of 30 in IBM SPSS Statistics were used in data analysis, to provide a clearer interrelationship of variables in question. The findings concluded that travel decisions are affected by social media advertisements. This study was able to identify certain elements of advertising and marketing, such as ad content, engagement, and format which are influential when connecting consumers' behaviour with marketers. Even more, travel motivation was found to moderate the connection and thus increase the usefulness of social media advertising effectively to influence travel behavioral decisions. This study is limited by reliance on convenience sampling and self-reported information, which may introduce biases. Further, the focus on Millennials and Gen Z in a specific geographical area limits the generalizability of the findings to other demographic groups and settings. Conclusively, this study contributed to both theoretical and practical implications aligning social media advertising approaches with user preferences and motivations. Businesses operating in the travel industry could use the insights to develop tailored campaigns that could increase engagement, influence travel decisions, and foster long-term loyalty. Future research will examine the effects of emerging digital platforms and include a range of demographic and cultural settings to increase the generalizability of these findings.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 Social Media Influencers’ Credibility on Consumer Purchase Intention with Special Reference to the Beauty and Personal Care Industry among Females of Gen Z in Sri Lanka: with the Mediating Effect on Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hulangamuwa, R. R. W. G. D. P.; Dissanayake, D. M. R.The personal care industry of Sri Lanka is features with significant dynamics whilst sector specific managerial and practical issues are also found due to market volatility. Accordingly, this study examines the impact of social media influencers’ credibility on consumer purchase intentions, with a focus on Gen Z females in Sri Lanka’s beauty and personal care industry. It investigates how influencers’ credibility characterized by attractiveness, trustworthiness and expertise affects brand trust and subsequently shapes purchasing behavior. The research aims to bridge empirical and practical gaps in understanding the mediating role of brand trust in influencer marketing within the Sri Lankan context. A quantitative research approach was employed, utilizing a structured questionnaire distributed among Gen Z females in Sri Lanka. The questionnaire measured influencers’ credibility, brand trust, and purchase intentions using a five point Likert scale. Data analysis involved correlation and regression tests to examine relationships among the variables, with special attention to the mediating effect of brand trust. The results demonstrate a significant positive relationship between influencers’ credibility and both brand trust and purchase intention. Brand trust was confirmed as a partial mediator, enhancing the direct effect of influencer credibility on purchase intention. These findings align with prior studies while emphasizing the critical role of influencers in shaping consumer perceptions and behaviors in the Sri Lankan beauty and personal care market. The study focuses exclusively on Gen Z females in Sri Lanka’s beauty and personal care sector, limiting the generalizability of findings to other demographics, industries, or cultural contexts. Furthermore, the rapid evolution of social media platforms and marketing strategies may influence the long-term applicability of the results. Theoretically, the study contributes to evaluate how influencer marketing could result in purchase intention whilst searching the power of brand trust as a mediating mechanism. As per the research context examined, this study offers actionable insights for marketers, emphasizing the need to collaborate with credible influencers to enhance brand trust and purchase intentions. Future research could further examine cross industry applications and the role of content quality and engagement metrics in influencer credibility.