9th Student Research Conference in Marketing (SRCM) - 2025
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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 Brand Trust on Consumer Purchase Intention: The Moderating Effect of Price Sensitivity in the Organic Food Industry with Special Reference to Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ariyarathna, A. M. K.; Udovita, P. V. M. V. D.The organic food industry is witnessing rapid global growth as consumers increasingly prioritize health, environmental sustainability, and ethical consumption. However, in Sri Lanka, factors such as high prices and limited consumer trust pose challenges to market expansion. This study examines the impact of brand trust on consumer purchase intention within the organic food industry in the Western Province of Sri Lanka, focusing on the moderating effect of price sensitivity. Brand trust is analyzed through dimensions of brand benevolence, competence, and credibility. The study aims to fill gaps in the literature on consumer behavior in developing markets, offering insights for both marketers and policymakers. A quantitative research approach was adopted using a structured questionnaire to collect data from 406 organic food consumers aged 15 and above in the Western Province. Convenience sampling was employed, and data were analyzed using descriptive statistics, correlation analysis, simple regression, and multiple regression techniques via SPSS. The research framework is grounded in the Theory of Planned Behavior, incorporating price sensitivity as a moderating variable. The results indicate that brand trust, including brand benevolence, competence, and credibility—significantly influences consumer purchase intention. Consumers who perceive an organic brand as trustworthy are more likely to purchase its products. However, price sensitivity moderates this relationship, weakening the positive effect of brand trust on purchase intention. As price sensitivity increases, the impact of brand trust on purchase behavior diminishes, suggesting that high prices act as a barrier to organic food consumption in Sri Lanka. These findings align with prior studies and highlight the challenges consumers face when purchasing premium organic products in a developing economy. This study is geographically limited to the Western Province, restricting the generalizability of findings to other regions or countries. Additionally, the use of convenience sampling may not fully represent the diverse demographics of Sri Lankan consumers. The dynamic nature of the organic food market and the challenges of accurately measuring price sensitivity also present limitations. Theoretically, this study contributes to the understanding of brand trust, purchase intention, and price sensitivity in developing markets. Practically, it provides strategic insights for marketers and policymakers. To address price sensitivity, businesses can implement flexible pricing strategies, offer discounts, loyalty programs, and bundle deals to attract cost-conscious consumers without compromising profitability. Strengthening brand trust through transparent communication about sourcing, certifications, and sustainability practices can further enhance consumer confidence. Future research should explore additional moderate factors such as lifestyle and expand the geographic scope for broader relevance.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 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.Item Impact of Negative Online Reviews on Brand Trust: The Moderating Role of Online Company Response in the Sri Lankan Clothing Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hettiarachchi, P. G. D. P.; Bandara, B. S. S. U.Negative online reviews can significantly impact brand trust, particularly in consumer-driven industries like clothing, where purchasing decisions are heavily influenced by digital perceptions. This study examines the relationship between negative online reviews and brand trust in the Sri Lankan clothing industry, with a particular focus on the moderating role of online company responses. Addressing a key gap in the existing literature, this research explores how proactive and strategic responses to negative feedback can mitigate potential damage to brand trust and help brands maintain strong consumer relationships. A quantitative research approach was employed, utilizing a positivist research paradigm and a deductive methodology. Primary data were collected through a structured questionnaire with 15 questions, distributed to a sample of 394 respondents aged 18 to 60 years who have interacted with Sri Lankan clothing brands online. Data analysis was conducted using IBM SPSS Statistics, applying descriptive statistics, correlation analysis, and regression modeling to examine the relationships between negative online reviews, brand trust, and the moderating effect of online company responses. Findings reveal a strong negative correlation between negative online reviews and brand trust, indicating that customer trust in a brand significantly declines when exposed to unfavorable feedback. However, the study confirms that online company responses play a crucial moderating role in mitigating the adverse effects of negative reviews. Personalized, timely, and well-crafted responses can reduce reputational damage, restore consumer confidence, and maintain trust. These findings emphasize the importance of proactive digital engagement and robust complaint management strategies for clothing brands operating in Sri Lanka’s increasingly digital marketplace. Despite its contributions, the study acknowledges several limitations. The focus on negative online reviews as the sole determinant of brand trust means that other potential influencing factors were not considered. Additionally, as the study is specific to the Sri Lankan clothing industry, findings may not be fully generalizable to other industries or markets. The use of a structured questionnaire with a limited number of questions may also have constrained deeper consumer insights. This research holds significant theoretical and practical implications. Theoretically, it contributes to brand trust and digital marketing literature by demonstrating the moderating effect of online company responses in managing consumer perceptions of negative feedback. Practically, the findings offer actionable recommendations for clothing brands, emphasizing the need to; Respond quickly and transparently to negative reviews to minimize damage; Train social media and customer service teams to handle complaints professionally; Implement crisis communication and service recovery frameworks to maintain brand credibility; Leverage negative reviews as opportunities to demonstrate responsiveness and commitment to customer satisfaction. This study also provides a foundation for future research, particularly in cross-industry comparisons, longitudinal assessments of response strategies, and an exploration of how negative reviews on social media platforms like Instagram and YouTube affect brand trust. Understanding the long-term impact of response strategies could further help businesses refine their digital reputation management practices. By effectively managing negative online reviews, brands can not only preserve trust but also transform dissatisfied consumers into long-term brand advocates, strengthening their competitive advantage in the digital marketplace.Item Impact of Out-of-Home Advertising on Customer Purchase Intension of Smartphones: The Moderating Role of Brand Trust 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) Marasinghe, T. O. B.; Dissanayake, D. M. R.This study examines the influence of Out-of-Home (OOH) advertising on the purchase intentions of Generation Z consumers in the Sri Lankan smartphone market, focusing on the moderating role of brand trust. While extensive research has been conducted globally on the efficacy of advertising, studies specifically addressing OOH advertising in Sri Lanka, particularly in connection with Generation Z, remain limited. This gap in the literature is critical, given the increasing prominence of OOH advertising in emerging markets like Sri Lanka, where unique cultural and economic dynamics shape consumer behavior. The study contributes to a nuanced understanding of the interplay between visibility, location, frequency, and creativity in OOH campaigns and their influence on consumer behavior. The research adopts a positivist paradigm, employing a quantitative, correlational research design to establish relationships between variables. Data were collected from a sample of 377 respondents through convenience sampling, and SPSS 23 was utilized for analysis. Descriptive statistics, correlation analysis, and multiple regression tests provided insights into the impact of OOH advertising on purchase intentions. The study further employed PROCESS macro modeling to evaluate the moderating effects of brand trust. By integrating Riley’s Retail Gravitation model and the TAB’s Visibility Index alongside established indicators the study offers a comprehensive analytical framework tailored to the Sri Lankan context. The findings reveal a positive correlation between OOH advertising and purchase intentions among Generation Z consumers. Notably, visibility, location, and frequency emerged as significant predictors of purchase intention, highlighting the importance of strategic ad placement and repetitive exposure in capturing consumer attention. However, contrary to existing literature, creativity—traditionally deemed a pivotal element in advertising effectiveness—did not exhibit a significant relationship with purchase intention in this study. The moderating role of brand trust was substantiated, underscoring its capacity to enhance the impact of OOH campaigns on consumer decisions. These results underscore the vital role OOH advertising plays in shaping consumer behavior within the smartphone industry in Sri Lanka. While this study provides valuable insights, it is not without limitations. The reliance on convenience sampling may limit the generalizability of the findings. Furthermore, the study’s focus on Generation Z excludes the perspectives of other demographic groups that might interact differently with OOH advertising. Future research could expand the scope to include diverse consumer segments and explore longitudinal data to capture evolving trends in advertising effectiveness. Practically, the study offers actionable recommendations for marketers in the Sri Lankan smartphone industry. By leveraging findings on visibility, location, and frequency of exposure, brands can optimize their OOH advertising strategies to better engage Generation Z consumers. Moreover, integrating elements that build brand trust, such as transparent messaging and ethical branding, can amplify the efficacy of advertising efforts. As Sri Lanka’s smartphone market continues to grow, this research provides a critical foundation for developing robust, consumer-centric advertising strategies that align with local market dynamics and global best practices. By bridging gaps in the existing literature and offering practical applications, this study contributes to both academic discourse and industry practice, enhancing our understanding of how OOH advertising can impact Purchase intention of Generation Z customers.Item Exploring the Impact of Influencers on Brand Trust in Cosmetic Brands: Examining the Mediating Role of Perceived Influencer Credibility and the Moderating Effect of Brand Experience in the Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarathne, A. I. U.; Udovita, P. V. M. V. D.This study examines the impact of influencers on brand trust in Sri Lanka’s cosmetic industry, focusing on the mediating role of perceived influencer credibility and the moderating effect of brand experience. The research explores how influencer characteristics—expertise, trustworthiness, and attractiveness—shape consumer perceptions, with perceived influencer credibility acting as a bridge to foster trust. Grounded in the Source Credibility Theory and Brand Experience Model, the study addresses gaps in understanding the interplay between influencer attributes, credibility, and brand trust, offering localized insights into effective influencer marketing strategies. A quantitative, cross-sectional research design was adopted under a positivist philosophy. Primary data were collected through a structured questionnaire from 295 respondents in the Western Province, ensuring a diverse and trend-sensitive sample. Descriptive statistics characterized the demographic profile, while inferential analyses, including regression and structural equation modeling, tested hypotheses and explored the relationships between influencers, perceived credibility, brand trust, and brand experience. Ethical considerations such as informed consent and data confidentiality were strictly maintained. The findings confirm that perceived influencer credibility significantly mediates the relationship between influencers and brand trust. Influencer attributes—expertise, trustworthiness, and attractiveness—positively impact consumer confidence in endorsed brands. Additionally, brand experience moderates this relationship, where positive brand experiences enhance the trust-building effect of credible influencers, while negative experiences weaken this effect. These results underscore the importance of combining influencer marketing with strong brand experiences to build lasting consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting its generalizability to other regions and industries. The cross-sectional design prevents an analysis of long-term trends in consumer behavior. Furthermore, reliance on self-reported data introduces potential biases, and the exclusive use of quantitative methods limits an in-depth exploration of emotional and psychological aspects of brand trust. Theoretically, this research extends the Source Credibility Theory by emphasizing the mediating role of perceived influencer credibility in trust formation. It also integrates the Brand Experience Model to highlight the moderating influence of experiential factors. Practically, the findings suggest that cosmetic brands should collaborate with influencers who demonstrate strong credibility and alignment with brand values. Additionally, delivering consistent and engaging brand experiences can amplify the effectiveness of influencer endorsements. Future research could explore additional moderating factors, such as cultural influences or technological advancements like virtual influencers, using longitudinal and mixed-method approaches for a deeper understanding of influencer marketing dynamics.Item Exploring the Impact of Brand Love on Consumer Purchase Intention: The Mediating Role of Brand Trust in the Soft Drinks Market in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Piyumini, L. G. M.; Udovita, P. V. M. V. D.This study examines the influence of brand love on consumer purchase intention in the Sri Lankan soft drinks market, focusing on the mediating role of brand trust. It addresses the research gap concerning how emotional bonds with a brand influence purchasing decisions in a culturally diverse and highly competitive market. The study highlights the significance of emotional branding and trust-building strategies in fostering customer loyalty and increasing sales. A quantitative research approach within a positive framework was employed. Data were collected through a structured questionnaire administered to a sample of 385 soft drink consumers in Sri Lanka. A deductive approach was applied to test hypotheses regarding the relationships between brand love, brand trust, and purchase intention. Correlation analysis, multiple regression analysis, and mediation analysis were conducted to validate the proposed conceptual framework. The results indicate that brand love positively influences purchase intention, with brand trust playing a partial mediating role. Consumers with strong emotional attachment to a brand tend to develop trust, which in turn drives their purchase decisions. Findings suggest that while brand love is a key driver of purchase intention, trust strengthens the relationship, particularly in the Sri Lankan cultural and social context. This study is limited by its sample size and short-term nature, restricting its generalizability across the broader Sri Lankan market or over time. Additionally, the lack of extensive prior research on the Sri Lankan soft drinks market posed challenges in contextualizing findings. Theoretically, this study contributes to the understanding of how brand love, trust, and purchase intention interact within an emotional branding framework. Practically, it offers actionable insights for Sri Lankan soft drink companies, emphasizing the importance of trust-building alongside emotional branding strategies. These insights can help brands differentiate in a competitive marketplace and cultivate long-term consumer loyalty. Future research may explore cross-cultural influences and innovative trust-building strategies across different demographic segments and industries.Item Effectiveness of Social Media Influencer Credibility on Brand Loyalty towards Shampoo Brands: Testing the Mediating Effect of Brand Trust among Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, W. P. S. H.; Dissanayake, D. M. R.This research investigates how social media influencer credibility impacts on brand loyalty towards shampoo brands testing the mediating impact on brand trust. Aligning to the research gap found with empirical evidence. And the study was aimed at Gen Zs who are tech savvy and are usually getting exposed to social media influencers. This motivation came about because, while an increasing number of businesses use social media influencers to promote their products, little is known regarding how effective this communications strategy is for certain product categories, such as personal care items. Thus, a systemic study was carried out to examine the relationship between brand loyalty and the three main elements that make influencers credible sources. Alongside, level of expertise, reliability, and attractiveness were examined as the inclusion of the credibility of influencers. A quantitative study was employed followed by a deductive approach to address the research questions. Alongside, 385 respondents found within Gen Z, born from 1997 to 2012, were picked through convenient sampling method. The survey was executed to assess the key concepts of social media influencers' perceived trustworthiness, expertise, and attractiveness; brand trust; and brand loyalty. Responses were analyzed by using IBM SPSS software after testing assumptions. The findings of the study reveal that each factor of the credibility of the influencer (namely, trustworthy, expertise, attractive) has a significant positive mediatory effect on brand loyalty. This illustrates the importance of these characteristics in consumer decision-making. According to this study, brand trustworthiness is a determining factor in the effect of influence credibility on brand loyalty. This implies that though the relationship between an influencer's creditability and the brand loyalty is itself strong, the trust toward the brand elevates the relationship to a much greater level. The study also found that brand loyalty might be formed without brand trust. However, if trust and credibility are combined, it will be a more accurate way to establish brand loyalty. These findings have real-world uses for marketers to select and manage influencers to result brand loyalty in the competitive market. However, this study focused on the shampoo industry and Gen Z consumers in Sri Lanka, limiting the generalizability of findings to other products, age groups, or regions. The cross-sectional design restricts analysis of long-term effects, such as sustained brand loyalty or the impact of prolonged influencer marketing. Additionally, the study does not address emerging social media trends or platform-specific dynamics that could influence Gen Z engagement with influencers. Variables like perceived quality and emotional attachment, which may significantly mediate the relationship between influencer credibility and brand loyalty, were not explored. The rapid evolution of social media platforms and the freshness of this research area further limit the applicability of conclusions over time. Future research could address these gaps by examining other mediators, diverse products, and demographics, as well as the long-term effects of influencer marketing on brand loyalty and trust. This study has both theoretical and practical implications. Theoretically, it enhances understanding of the relationship between influencer credibility, brand trust, and loyalty, focusing on Gen Z consumers. By introducing brand trust as a mediating variable, it deepens insights into the role of influencer marketing in shaping consumer loyalty, contributing to frameworks like Source Credibility Theory and Social Influence Theory. Practically, the findings guide marketers in selecting authentic influencers and crafting relevant content to build Gen Z loyalty. Emphasizing trust, credibility, and attractiveness in influencer marketing strategies ensures alignment with brand values and fosters long-term engagement. The study confirmed the importance of trust as a mediator between brand attitude and purchase intentions. Accordingly, future research could examine the impact of influencer’s credibility on other product categories, whilst determining the effect of deference demographic factors within the variable framework.