9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
Browse
16 results
Search Results
Item Unlocking the Power of Buy Now Pay Later (BNPL) Apps: How Attitude Shapes Gen Z's Impulsive Buying in Sri Lankan Online Clothing Market in the Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kandewaththa, K. H. A.; Karunanayake, R. K. T. D.This study explores the relationship between intention to use Buy Now Pay Later (BNPL) services and impulse buying behavior among Generation Z consumers engaged in online retail clothing purchases in Sri Lanka’s Western Province. The research is particularly relevant in developing economies where BNPL has emerged as an alternative payment method, offering financial flexibility to young consumers. In this context, attitude serves as a mediating variable, shaping the link between BNPL adoption and impulsive buying tendencies. The study is grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, assessing how performance expectancy, effort expectancy, social influence, and facilitating conditions drive BNPL adoption and its subsequent impact on impulse buying behavior. A quantitative research design was adopted, with 427 Generation Z respondents selected via convenience sampling from Sri Lanka’s digital payment user base. Data was gathered through an online structured questionnaire and analyzed using IBM SPSS, employing descriptive statistics, correlation analysis, and multiple linear regression to test the hypotheses. Reliability and validity tests ensured the robustness of the findings. Results indicate that attitude significantly mediates the relationship between BNPL services and impulse buying behavior. Consumers who perceive BNPL as a convenient and low-risk payment method exhibit higher impulsive buying tendencies. Moreover, Generation Z consumers demonstrate a strong awareness of BNPL services, with their adoption linked to payment flexibility, which encourages impulse-driven purchases. These findings align with trends observed in Western markets while also highlighting unique cultural and economic characteristics specific to Sri Lanka. Despite its contributions, the study has certain limitations. It relies on self-reported data, which may introduce social desirability bias. Furthermore, its focus on the online retail clothing industry and the Western Province restricts the generalizability of findings to other regions and industries. From a practical perspective, the study provides valuable insights for online retailers and BNPL providers, suggesting the need to refine marketing strategies that appeal to Generation Z consumers while promoting the responsible use of BNPL services. From a theoretical standpoint, this research advances the understanding of payment systems and consumer behavior in emerging economies, particularly the role of BNPL in shaping impulse buying tendencies. For policymakers, the study underscores the importance of consumer protection measures to ensure ethical and sustainable BNPL adoption. Future research should explore cross-cultural and cross-industry perspectives, as well as longitudinal trends in BNPL usage, to better understand its evolving impact on consumer behavior.Item The Impact of YouTube UGC Ssource redibility on Gadget Purchase Intentions among Gen Z in Sri Lanka: The Mediating Role of Attitudes toward UGC(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayatilaka, C. A.; Mirando, U. J.In an era defined by digital consumerism, YouTube emerged as a transformative platform for User-Generated Content (UGC), significantly influencing consumer purchase intentions. This study investigates the impact of YouTube UGC source credibility measured through trustworthiness, expertise, and attractiveness—on gadget purchase intentions among Sri Lankan Generation Z, with a specific emphasis on the mediating role of attitudes toward UGC. While previous studies highlight the global significance of UGC, there is limited studies addressing its influence on consumer behavior in Sri Lanka, especially within the gadget industry and among Gen Z consumers. The study adopts a quantitative approach, collecting data through an online survey from 416 participants aged 18–27 who engage with gadget-related YouTube content. A structured questionnaire was employed to measure perceptions of source credibility, attitudes toward UGC, and purchase intentions. Regression analysis was utilized to test the hypotheses, ensuring a robust examination of the proposed relationships. Findings show that source credibility has a significant positive effect on gadget purchase intentions. Trustworthiness was identified as the most influential dimension, followed by expertise and attractiveness. Additionally, attitudes toward UGC were found to play a key mediating role, strengthening the relationship between source credibility and purchase intentions. These results validate the Stimulus-Organism- Response (SOR) framework by demonstrating how credible stimuli (UGC) influence internal states (attitudes), driving behavioral responses (purchase intentions). The research contributes to both theory and practice. It extends the source credibility model and the SOR framework in the context of an emerging market and offers valuable insights for marketers and content creators. The findings highlight the importance of partnering with trustworthy and knowledgeable YouTube creators to build consumer trust and enhance engagement. For marketers, this study underscores the need to design authentic and relatable UGC campaigns to leverage the full potential of YouTube as a marketing platform. Future research could consider longitudinal designs and explore additional mediators, such as trust and perceived usefulness, to enrich the understanding of UGC’s role in influencing consumer behavior. While the study offers valuable insights, it acknowledges certain limitations. Its focus on Generation Z limits the generalizability of findings to other demographic groups. Additionally, the reliance on cross-sectional data constrains the ability to capture longitudinal changes in consumer behavior. Moreover, the study focuses exclusively on the gadget industry, which may yield different results compared to other product categories.Item The Impact of Visual Merchandising on Gen Z's Impulsive Buying Behaviour on E-commerce Platforms in The Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Riptha, M. P. A. F.; Wanninayake, W. M. C. B.; Ekanayake, G. D.This research primarily attempts to try concerning the difference that visual merchandising creates on an impulsive buying behaviour as well as established such behaviour by consumers but particularly Generation Z (Gen Z) who are into online buying going across an e-commerce platform in the Western Province of Sri Lanka. The emergence of online shopping demanded that one understands the various consumer behaviour phenomena on impulsive buying. Particularly investigated were how such display strategies were applied in triggering impulsive buying by product displays, websites, colour schemes, and promotional visuals. The study is to fill the gap in the existing literature regarding how visual elements help to shape Gen Z's purchasing decisions while offering a window into the Sri Lankan e-commerce market. The fundamental argument proposition is that well-structured, visually stimulating websites can convince impulsive purchases very well, all channelling personal to time-limited promotional elements. This study employs a quantitative method through a structured questionnaire survey of 384 respondents. Convenience sampling is used to select respondents who frequently interact with e-commerce from the western province of Sri Lanka. This research survey was organized to find the effects of some visual merchandising techniques on impulsive buying behaviour. The setting of this research is in a country that is currently advancing into an online market: becoming popular within the young, tech-savvy audience in Sri Lanka. Descriptive and inferential statistical techniques were utilized in analysing the data to come up with meaningful insights with respect to the relationships posited between visual merchandising factors and consumer behaviour. This research indicates that an appealing web-design, flashy display of products, and colourful promotional graphics trigger impulsive buyer behaviour among consumers of Generation Z. Another effect was that personalizing visuals by formulating them according to individuals' preferences drew remarkably high impulse buying. Time-limited sales such as flash sales and countdown timers have also been confirmed to be the most prominent key contributors to impulse purchases. These results agree with prior studies that underline the stimulation of such consumer behaviour by visuals. However, in the modern mobile world, a well-optimized visual merchandising strategy becomes necessary because the majority of respondents use smartphones to access e-commerce. The integration of social media with e-commerce platforms also represents an effective way to entice spontaneous purchases through instant interactive content delivery. A few limitations attached to the present study exist, even though the study contributes immensely. The restrictions on generalizability might be processed because of convenient sampling, making the participants in the sample not very representative of the whole population of e-commerce consumers in Sri Lanka. Secondly, the inclusion of online surveys restricts the depiction of consumer decision-making in context because it appears that the data is not collected, mostly acquired from the participants via survey questions. Generally speaking, data collection is cross-sectional; thus, these cannot be expressions of cause-outcomes between visual merchandising strategies and impulsive buying behaviour. The consideration for future research might be seen factoring these two variables by longitudinal designs or engaging qualitative methods of research like interviews or focus groups for deeper insights into consumer motivations. Theoretical implications of this study with respect to consumer behaviour in the era of e-commerce mainly centre on how Generation Z responds to visual merchandising. Extending the studies of impulsive buying, the study identifies and analyses the key role of visual components in defining online shopping experiences. Based on results obtained, this study has some practical implications for e-commerce businesses in Sri Lanka. To better optimize visual merchandising strategies and to convincingly prompt consumption, the design of websites should focus on having visually attractive and mobile-optimized websites, use personalized product displays, and launch time-sensitive promotions that aim to grab consumers' attention. These can also be supplemented by getting social media involved with the experience of shopping online along with putting in interactivity aspects for better engagement and bigger impulses to purchase. Future studies can even explore the effectiveness of new technology such as augmented reality (AR) or virtual reality (VR) toward the improvement of efforts in visual merchandising and the effects of ethical consumerism and sustainability on Gen Z's decision-making processes.Item 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.Item The Impact of Social Media Influencer Marketing on Brand Loyalty Towards Luxury Cosmetic Brands: with Special Reference to Gen Z in Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ekanayake, K. B. P.; Wanninayake, W. M. C. B.; Ekanayake, G. D.This study investigates the relationship between brand loyalty and social media influencer marketing among Generation Z customers in Sri Lanka's luxury cosmetics sector, namely in the Western Province. Because of their knowledge, credibility, and attractiveness, as well as the informational and entertaining value of their content, social media influencers are becoming more and more important in digital marketing. The study fills gaps in understanding how these aspects generate long-term brand loyalty in emerging economies by providing insights into the dynamic convergence of digital and luxury brand marketing.The study used a quantitative research methodology to examine 375 Generation Z customers living in Sri Lanka's Western Province, who were between the ages of 12 and 27. A structured questionnaire assessed how influencer marketing elements, such as informational and entertainment content, as well as influencer attributes like trustworthiness, expertise, and attractiveness, shape brand loyalty. To evaluate these relationships, statistical techniques such as regression analysis and correlation were used. were also investigated in order to determine how they affected the process of establishing loyalty. The findings show that influencers' expertise and trustworthiness are crucial for building strong brand loyalty, followed by their attractiveness. Content with high entertainment value enhances consumer engagement, while informational content bolsters decision-making confidence, fostering brand loyalty. Stronger emotional bonds between influencers and their audiences are produced when they successfully reflect brand values. This results in brand endorsement, repeat business, and resistance against competing efforts to market. The study also shows that Gen Z consumers are increasingly choosing relatable and genuine influencers over conventional advertising.The study's focus on Generation Z customers and Sri Lanka's Western Province may limit its applicability to other age groups or regions. Because the study uses self-reported data, response bias may be present. Additionally, the cross-sectional design captures data at a single point in time, providing a snapshot rather than longitudinal insights into evolving trends. To capture long-term loyalty patterns, future research could use longitudinal designs, qualitative approaches, or a wider demographic reach. This study provides theoretical contributions by expanding the existing body of literature on influencer marketing and consumer behavior within emerging markets. Practically speaking, it provides useful data for marketers looking to create efficient influencer marketing campaigns geared to Generation Z's unique taste in the luxury cosmetics sector. Marketers should prioritize collaborations with influencers that represent integrity and knowledge, while also ensuring that the content is consistent with brand values and customer expectations. This study contributes to the ongoing discussion about influencer marketing in developing economies by demonstrating how cultural and socioeconomic characteristics influence customer behavior in digital arenas. It emphasizes the unrealized potential of targeted influencer collaborations for developing long-term brand relationships in the premium category. Future research might investigate these patterns in a variety of geographic and cultural contexts, as well as the influence of emerging platforms such as TikTok in luxury brand marketing.Item The Impact of Social Media Food Vloggers on Generation Z’s Purchasing Intentions in Sri Lanka’s Food & Beverage Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranathunga, D. I. D.; Subasinghe, S. M. A. N. M.This study investigates how social media food vloggers influence the purchase intentions of Generation Z customers in Sri Lanka's food and beverage (F&B) business. The study fills a vital vacuum by investigating how influencer marketing, which is defined by credibility, attractiveness, information quality, and electronic word of mouth (EWOM), affects customer attitudes and purchasing decisions. It also investigates the mediating function of consumer attitude in this relationship. This study, which is based on the theoretical frameworks of the Theory of Planned Behavior (TPB) and the Uses and Gratifications Theory (UGT), adds to our knowledge of influencer-driven consumer behavior, particularly in a localized cultural context. A quantitative research technique was used to obtain primary data from 385 Generation Z respondents in Sri Lanka using a structured online survey. Participants were selected using convenience sampling, with the study focusing on those who actively engage with food vloggers' social media material. The questionnaire included Likert-scale items to assess credibility, attractiveness, information quality, word-of-mouth, consumer attitudes, and purchase intentions. Data was analyzed using SPSS software, with descriptive, correlation, regression, and mediation analyses performed to test hypotheses and provide crucial findings. According to the report, 87% of Generation Z respondents regularly follow food vloggers on social media sites including Facebook, YouTube, TikTok, and Instagram. The data show that social media food vloggers have a major effect on consumer purchasing decisions. All influencer marketing sub-variables, including credibility, attractiveness, information quality, and EWOM, had a favorable impact on purchase intentions. Furthermore, customer attitudes were shown to buffer the association between social media food vloggers and purchase intentions. These findings are consistent with previous research, emphasizing the significance of authenticity, relatability, and quality content in influencing customer behavior. Furthermore, food vloggers like "Stories of Lash" have been acknowledged as significant in creating customer preferences. This study's limitations include the use of a convenience sample, which may not completely reflect Sri Lanka's Generation Z population. Furthermore, the study focusses on the food and beverage business, restricting the findings' applicability to other industries. The cross-sectional design limits the capacity to notice changes over time. Self-reported statistics may potentially contain bias caused by social desirability or respondents' misreading of questions. Theoretically, this study advances our knowledge of influencer marketing by including emotional and social components into established behavioral frameworks. Practically, it provides actionable data for F&B marketers looking to exploit the expanding popularity of social media food vloggers. Strategies like connecting with trustworthy and relatable influencers, providing interesting and high-quality material, and using platform-specific capabilities are advocated. Future study might look at the long-term impact of influencer marketing on consumer loyalty and broaden the scope to include additional demographic groups and sectors.Item The Impact of Electronic Word of Mouth on Consumer Repurchase Intention for Whitening Skin Care Products Among Gen Z Facebook Users: The Moderating Role of Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Silva, R. M. K. A.; Karunanayake, R. K. T. D.This study examines the impact of electronic word-of-mouth (e-WOM) on the repurchase intention of skin-whitening products among Generation Z consumers in Sri Lanka, with a particular focus on the moderating role of brand trust in this relationship. While prior research establishes that brand trust influences purchasing decisions, conflicting studies suggest that negative e-WOM consistently reduces repurchase intentions. This study contributes to this debate by exploring whether brand trust mitigates the adverse effects of negative e-WOM, thereby sustaining repurchase behavior. The research also underscores the importance of brand trust in the Sri Lankan cosmetics industry, particularly given the perceived risks associated with skin-whitening products. Grounded in the Information Adoption Model (IAM) and the Theory of Planned Behavior (TPB), this study adopts a quantitative research design. Data were collected from 407 Generation Z consumers with experience in skin-whitening products. Convenience sampling was employed, targeting respondents through social media platforms, particularly Facebook groups frequented by the target demographic. An online structured questionnaire was distributed, and responses were analyzed using IBM SPSS, incorporating descriptive analysis, correlation analysis, and multiple linear regression to test the proposed hypotheses. Reliability and validity checks were conducted to ensure the robustness of findings. Results indicate that brand trust plays a significant moderating role in the relationship between e-WOM and repurchase intention. Consumers with higher brand trust exhibited stronger repurchase intentions, even when exposed to negative e-WOM regarding potential health risks of skin-whitening products. These findings align with studies emphasizing brand trust as a key driver of consumer decision-making, but diverge from research asserting that negative e-WOM invariably leads to lower repurchase rates. Despite its contributions, this study has several limitations. The use of convenience sampling limits the generalizability of findings, as the sample consisted exclusively of Generation Z Facebook users who have experience with skin-whitening products. Additionally, the cross-sectional research design restricts the ability to establish causal relationships between e-WOM, brand trust, and repurchase intention. The study’s narrow industry focus also limits its applicability to other sectors within the cosmetics market. Moreover, self-reported data may introduce response biases, such as social desirability and recall bias, which could influence the validity of the conclusions. From a practical perspective, the study provides valuable insights for marketers in Sri Lanka’s cosmetics industry. It highlights the critical role of brand trust in shaping consumer responses to e-WOM, emphasizing that strengthening brand credibility can mitigate negative feedback effects. Marketers are encouraged to build consumer trust through transparency, ethical product formulations, and consistent customer engagement. Furthermore, businesses should focus on leveraging positive e-WOM strategies and establishing long-term brand credibility to maintain customer loyalty and repurchase behavior. Future research should explore broader consumer demographics and additional moderating factors, such as brand loyalty, influencer credibility, and regulatory perceptions, to develop a comprehensive understanding of e-WOM dynamics in the beauty and cosmetics industry.Item The Impact of Agile Marketing on Brand Attachment: Examining the Mediating Role of Brand Trust with Special Reference to Skincare Products among Gen Z Consumers in the Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Siyambalapitiya, H. J. C.; Gunawardane, W. A. D. N. R.This study explores the influence of agile marketing techniques on brand attachment among Generation Z consumers in Sri Lanka's Western Province, with a particular emphasis on skincare products. It investigates the mediating role of brand trust in influencing the relationship between agile marketing practices and brand attachment. This research, therefore, seeks to add to the literature on marketing agility and brand dynamics by looking at how trust-based agile marketing strategies impact consumer-brand relationships, with particular attention to the Gen Z consumer, who has been at the center of changing consumer behavior and preferences for brands. The results of this study are intended to offer practical insights into how brands can utilize agile marketing strategies to establish trust and nurture stronger emotional bonds with their consumers.This study is a quantitative research effort that adopts a positivist philosophy, emphasizing objective analysis to measure the relationships among agile marketing, brand trust, and brand attachment among Generation Z consumers in the Western Province of Sri Lanka. Theoretically, it contributes to the assertion that agile marketing is a decisive factor in evoking brand trust and attachment, mainly in Generation Z consumers. Most importantly, it was able to fill the gap in knowledge as regards how agile marketing is related to brand attachment by identification of brand trust as a pivotal mediator. The findings also contribute toward the principles of relationship marketing by depicting that adaptive marketing strategies may work like dynamic tools to increase the emotional attachment of consumers.Item Investigating the Impact of Influencer Marketing on Brand Evangelism of Beauty and Personal Care (BPC) Industry: The Mediating Role of Brand Trust with Special Reference to Generation ‘Z’ in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sachintha, H. P. K.; Dissanayake, D. M. R.This study critically investigates the impact of influencer marketing (IM) on brand evangelism (BEV) within Sri Lanka’s Beauty and Personal Care (BPC) industry, with a focus on Generation Z consumers. The research is motivated by the pressing need to address a critical challenge: the inability of IM campaigns to consistently convert high digital engagement into actionable consumer trust and advocacy. This issue is particularly significant in the BPC sector, where Generation Z, a digitally native demographic, prioritizes authenticity, transparency, and relatability in their interactions with brands. The study emphasizes the mediating role of brand trust (BT) as a pivotal factor that bridges IM dimensions—source credibility, source attractiveness, source familiarity, and attitude toward influencers—with BEV outcomes, such as purchase intentions, positive referrals, and oppositional referrals. Positioned within the evolving discourse on digital marketing and consumer behavior, this research contributes by constructing a localized, context-specific framework to evaluate how IM strategies influence BEV through the mediating effect of BT. By focusing on the unique preferences and behaviors of Generation Z in Sri Lanka, the study bridges a critical gap in the literature, which has insufficiently addressed the mechanisms driving advocacy in this market. The findings underscore the strategic importance of trust in leveraging IM as a tool for fostering long-term consumer loyalty and advocacy. Moreover, the study provides actionable insights for marketers and businesses to design effective, trust-centric IM campaigns tailored to the competitive and rapidly evolving BPC industry in Sri Lanka. The research employs a robust quantitative methodology anchored in the positivist paradigm, ensuring methodological rigor and replicability. Data were collected from 385 Generation Z respondents across Sri Lanka using a structured online survey. These respondents were selected based on their active engagement with BPC industry influencers on social media. The survey employed validated scales to operationalize IM sub-variables, BT, and BEV. Statistical analyses, including multiple regression, mediation testing, and correlational analysis, were conducted using SPSS 23 to test the hypothesized relationships within the conceptual framework. This methodological approach ensured the reliability and validity of findings while offering nuanced insights into the influence of IM on BEV through the mediating role of BT. The findings provide empirical evidence that IM significantly influences BEV, with BT serving as a critical mediator. Regression analyses reveal that IM explains over 79% of the variance in BEV behaviors, underscoring its strategic importance in fostering consumer advocacy. Among IM sub-variables, source credibility and source attractiveness are the most impactful in building BT, while source familiarity and positive attitudes toward influencers enhance BEV behaviors. Mediation testing confirms that BT partially mediates the relationship between IM and BEV, reinforcing the pivotal role of trust in converting digital engagements into actionable advocacy. These results align with global IM literature while emphasizing unique dynamics in Sri Lanka, such as the heightened importance of authenticity and relatability in influencing Generation Z consumers. Despite its contributions, the study is subject to several limitations. First, its focus on Generation Z within the BPC industry in Sri Lanka may limit the generalizability of findings to other demographic groups or industries. Second, reliance on cross-sectional data constrains the ability to capture temporal shifts in consumer behavior and the evolving dynamics of IM practices. Third, the use of self-reported data introduces potential biases, such as social desirability bias, that may affect the accuracy of responses. Future research should address these limitations by employing longitudinal designs, expanding the demographic and industrial scope, and integrating advanced qualitative methods to provide deeper insights into consumer perceptions and behaviors. Theoretically, this study advances the field by integrating IM, BT, and BEV into a cohesive framework tailored to an emerging market. It bridges significant gaps in the literature by offering localized insights into how IM strategies foster trust and advocacy in a socioculturally distinct context. The findings extend the application of key theories, such as the Source Credibility Theory, by demonstrating their relevance in shaping consumer behavior in Sri Lanka’s BPC sector. Practically, the study offers actionable recommendations for marketers and policymakers. Marketers are advised to prioritize influencer authenticity, demographic alignment, and culturally resonant messaging to build trust and drive advocacy. BT should be positioned as a strategic priority in IM campaigns, as trust fosters long-term consumer loyalty and advocacy beyond transactional engagements. Policymakers, in turn, are encouraged to develop guidelines that promote ethical practices and transparency in influencer collaborations, ensuring consumer protection and equitable market dynamics. The research also has implications for academia, providing a foundation for future studies exploring IM’s impact in other emerging markets. It highlights the importance of incorporating cultural and generational nuances into theoretical and practical applications, paving the way for comparative studies across diverse contexts. By addressing the interplay of IM, BT, and BEV in Sri Lanka’s BPC industry, the study contributes to the global discourse on digital consumer engagement and advocacy.Item Influence of Social Media Content Marketing on Brand Evangelism Towards Fashion Brands: Mediating Role of Brand Love Among Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarath, S. R. R. T.; Dissanayake, D. M. R.This study examined the influence of social media content marketing on brand evangelism in the Sri Lankan fashion industry, focusing on the mediating role of brand love among Generation Z (Gen Z) consumers. With their digital-native background, Gen Z represents a key demographic that interacts deeply with brands on platforms like Instagram and TikTok. These platforms provide opportunities for brands to connect with their audience through interactive and visually appealing content. A quantitative research approach was employed, using structured online questionnaires to collect data from 305 Gen Z respondents in Sri Lanka. Statistical techniques such as regression, mediation, and correlation analyses were used to examine the relationships between social media marketing strategies, brand love, and brand evangelism. The findings demonstrate that social media content marketing significantly impacts both brand love and brand evangelism. Key drivers of these relationships include authentic storytelling, influencer collaborations, visually appealing content, and user-generated contributions. Brand love emerged as a critical mediator, amplifying consumer advocacy behaviors. The study underscores the importance of creating emotionally engaging and value-driven social media content that resonates with Gen Z consumers. Furthermore, it highlights how platforms like Instagram and TikTok can be strategically used to foster emotional connections, enhance brand loyalty, and drive advocacy behaviors such as word-of-mouth promotion. The research emphasizes that brands should adopt strategies that align with Gen Z's values, such as transparency, sustainability, and inclusivity. These elements are crucial for fostering trust and emotional attachment, which are necessary precursors to brand evangelism. By creating content that reflects shared values and engaging directly with consumers through interactive formats, fashion brands can build meaningful relationships with Gen Z. However, the study also identifies limitations. The research is geographically confined to Sri Lanka's fashion industry and focuses exclusively on Gen Z consumers. The reliance on self-reported data and the cross-sectional nature of the study limits its generalizability and ability to infer causality. Future research could explore additional mediators, cross-cultural comparisons, and longitudinal designs to provide a more comprehensive understanding. Conclusively, this study contributes knowledge for applications for fashion brands linked with the marketing applications of social media marketing, brand love, and consumer advocacy. It emphasizes the necessity for Sri Lankan brands to harness social media's full potential, bridging emotional connections with Gen Z to achieve long-term brand loyalty, advocacy, and sustained market relevance.