9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
Browse
13 results
Search Results
Item The Impact of Experiential Marketing on Purchase Intention: Mediating Role of E-Word of Mouth with Special Reference to Restaurants in the Colombo District(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Herath, H. M. I. L.; Wijenayaka, S. I.This study was conducted to examine the impact of experiential marketing on purchase intention, with a particular focus on the mediating role of electronic word of mouth (eWOM) within the restaurant industry in the Colombo district of Sri Lanka. Experiential marketing, which involves creating memorable and engaging consumer experiences, has become a critical component in shaping consumer behavior, especially in industries such as restaurants, where customer perceptions and experiences directly influence purchasing decisions. The study explores how the five key dimensions of experiential marketing—sense, feel, think, act, and relate experiences—affect consumer behavior. Additionally, the research investigates how eWOM acts as a mediating factor that enhances the relationship between experiential marketing and purchase intention. The study employs a quantitative research approach, gathering primary data from 344 respondents, out of an initial sample of 385, who have dined at restaurants in the Colombo district. After data cleaning, 327 valid responses were analyzed using SPSS 26. The results confirm that experiential marketing has a significant and positive impact on purchase intention. Among the five dimensions of experiential marketing, the sense, feel, think, and act experiences were found to play critical roles in shaping consumer purchase behavior. These dimensions—each targeting different aspects of the consumer’s sensory, emotional, cognitive, and behavioral responses—are essential in influencing a consumer's decision to purchase. However, the study reveals that the relate experience dimension, which emphasizes creating connections between consumers and the brand or other customers, does not significantly impact purchase intention in this context. The study also highlights the important mediating role of eWOM in the relationship between experiential marketing and purchase intention. The findings underscore how eWOM serves as a powerful tool for amplifying the effects of experiential marketing by spreading information about dining experiences. Positive online reviews, recommendations, and shared experiences significantly influence consumers’ purchasing decisions, as eWOM increases awareness, builds trust, and encourages engagement. This highlights the importance of digital communication in restaurant marketing strategies, suggesting that eWOM is not only an extension of traditional word-of-mouth but also a vital mechanism for enhancing the marketing efforts of restaurant businesses. Despite its contributions, the study has several limitations. One of the key limitations is its geographic focus on the Colombo district, which may restrict the generalizability of the findings to other regions within Sri Lanka or internationally. Additionally, the cross-sectional nature of the research limits the ability to capture long-term trends or changes in consumer behavior over time. Future research could address these limitations by exploring similar dynamics in different cultural and industrial contexts and adopting longitudinal designs to better understand how consumer behaviors evolve over time, particularly in response to changing marketing strategies or external influences. This research contributes both theoretically and practically to the fields of experiential marketing and eWOM. Theoretically, it enriches the literature by exploring the impact of experiential marketing on purchase intention and by clarifying the mediating role of eWOM within the Sri Lankan restaurant industry. From a practical perspective, the findings offer actionable insights for restaurant managers and marketers. The study emphasizes the importance of designing sensory, emotional, cognitive, and behavioral experiences that resonate with consumers, and it highlights the potential of eWOM as a tool to amplify these experiences and encourage greater customer engagement. The results suggest that restaurant marketers should invest in creating compelling and memorable experiences while leveraging digital platforms to encourage satisfied customers to share their experiences with others, thus further driving brand awareness and purchase intentions.Item The Impact of Brand Equity on Purchase Intention in BOP Market, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhushan, R. A. C.; Patabendige, S. S. J.; Thundeniya, L. G. D. T. B.One of the vital issues in brand building is customer-based brand equity (CBBE). Any brand can measure its equity based on proportions like salience, performance, imagination, judgment, feelings, and resonance. Brand equity has emerged as one of the critical drivers affecting consumer behaviour and purchase decisions in many markets, more so within Bottom of the Pyramid divisions constrained by poor economic resources. The BOP market in Sri Lanka forms a large chunk of its population distinguished by specific buying behaviors based on cultural, social, and economic factors. Brand equity components drive important Customer trust, loyalty, and purchase intention. Most of the studies related to brand equity have targeted either premium or middle-income markets, and hence, the specific effects of these characteristics on bottom of the pyramid customers remain unobserved, thereby presenting a significant research gap. Sri Lankan BOP customers focus on the cost and practical value of their purchases but have shown significant brand awareness and loyalty when trust and perceived quality are established. For brands looking to enter this category, challenges include overcoming obstacles such as price sensitivity, infrastructural limitations, and informal economies, while also satisfying the need for reliability and emotional involvement. Brands that focus on trust and functional excellence tend to perform better at engaging customers in BOP markets. The current literature has discussed the relation of brand equity with purchase intention in various industries as luxury products, technology, and hotels. However, very few studies evaluate the interplay of components of brand equity in bottom-of-pyramid markets. The Sri Lankan BOP market is influenced by unique socio-cultural factors and economic processes. This necessitates a localized understanding of such interrelationships. Given the context, this paper has investigated the influence of dimensions of brand equity on purchase intention in the Sri Lankan BOP market and offers strategic branding implications for enterprises that target this particular market segment. This underlines the vital role of branding strategies that will be in tune with beliefs and preferences, with high need for community involvement, trust building, and functional superiority. The study contributes to theoretical understanding and provides practical suggestions for marketers in promoting sustainable development at the bottom of the pyramid market in Sri Lanka, where the existing literature has some lacunae.This research follows a quantitative approach based on the positivist paradigm. Primary data from 390 respondents spread across Sri Lanka, belonging to various socioeconomic backgrounds, have been collected through a structured questionnaire. Data analysis has been performed by using SPSS, where the reliability analysis, regression analysis, and testing of hypotheses were done to assess the effect of brand equity dimensions on purchase intention. The findings indicate that the dimensions of brand performance, judgments, and resonance drive purchase intentions in BOP consumers, while brand salience, imagery, and feelings show no statistical significance. The insights suggest that driving purchase intention in this segment requires an effort on functional excellence, emotional trust, and community involvement. Drawbacks include a small convenience sample of 390 respondents focused on individuals with monthly earnings under Rs.60,000, limiting generalizability. Recollection and social desirability bias might reduce response accuracy. Due to a lack of empirical research linking Keller's brand equity concept to purchase intention, quantifying indicators was problematic. Quantitative methods were utilised, although qualitative ones may have shown customer behaviour better. The findings have significant implications for both marketers and policymakers. Marketers can leverage these insights to design branding strategies that prioritize trust and emotional engagement while fostering long-term consumer relationships. Policymakers may also utilize these findings to promote sustainable consumer behavior and market inclusivity.Item The Emotional Impact of Newspaper Headline on Customer Purchase Intention(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ilangarathna, M. P. S. S.; Udara, S. W. I.This study explores the emotional impact of newspaper headlines on customer purchase intentions, focusing on key elements such as language style, headline structure, headline content, and headline font. Headlines serve as the first point of contact between readers and newspapers, significantly influencing consumer behaviour. While emotional marketing has been extensively studied in advertising, its role in the newspaper industry remains underexplored. This research addresses gaps in literature by analysing how the interplay of emotional and structural elements in headlines impacts purchasing decisions. The study also aims to provide actionable insights for newspaper publishers, editors, and marketers striving to enhance readership and adapt to the evolving media landscape. A quantitative cross-sectional design was employed to investigate the relationships between headline characteristics and purchase intention. Data were collected from 331 respondents using a structured questionnaire that assessed their perceptions of newspaper headlines. The sample was demographically diverse, ensuring representativeness. Statistical analyses, including descriptive statistics, correlation analysis, and multiple regression, were conducted to examine the predictive power of language style, structure, content, and font on purchase intention. The survey measured variables using a five-point Likert scale, enabling an in-depth understanding of reader preferences and behaviours. The findings reveal that language style and headline content are the most significant predictors of purchase intention. Headlines employing emotionally charged language and addressing timely, relevant topics generate higher consumer interest. Headline Structure, such as headline length, punctuation, and organisation, play a moderate role in capturing attention and enhancing readability. In contrast, font attributes like size, boldness, and typeface contribute minimally to purchase decisions but are still important for visual appeal. The results also show that emotionally resonant headlines, such as those using dramatic or evocative language, are more likely to engage readers than strictly factual ones. These insights underscore the need for a strategic balance between emotional appeal and factual accuracy in crafting headlines. The study is geographically limited to Sri Lanka, which may affect the generalisability of the findings to other contexts. Additionally, reliance on self-reported data poses the risk of response bias. Future research could address these limitations by incorporating a more diverse, cross-cultural sample and exploring additional variables such as digital consumption patterns. The study offers valuable theoretical and practical contributions. It extends emotional marketing theories to the newspaper industry, highlighting the importance of emotionally engaging headlines in driving consumer behaviour. Practically, the findings provide newspaper publishers and editors with evidence-based guidelines for designing effective headlines that resonate with readers. For instance, emphasising emotional keywords and relevant content while maintaining structural simplicity can enhance purchase intention. The study also calls for integrating digital strategies, such as interactive and multimedia headlines, to attract a tech-savvy audience. Future research could investigate cultural differences in headline preferences and the impact of emerging technologies on consumer engagement.Item 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 Impact of YouTube Content Credibility on the Skincare Industry in Sri Lanka: Expertise as a Moderator(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Navodanee, W. U.; Udara, S. W. I.YouTube emerged as the world's most used video content sharing platform, with over 1.9 billion monthly active users. In Sri Lanka, it has become a popular social media platform among content creators, particularly in the skincare industry. This study examines the impact of YouTube content creators’ credibility on consumer purchase intention within Sri Lanka’s skincare industry, with a specific focus on creator expertise as a moderating factor. The study conceptualises credibility through four core dimensions: trustworthiness, attractiveness, information quality, and entertainment value. While previous research has extensively examined content creator credibility, the moderating role of expertise has received limited attention. Consumers frequently rely on YouTube content creators to make purchasing decisions, but not all creators possess expertise in skincare. This discrepancy can lead to confusion about credibility, high engagement but low conversion rates, and potential damage to brand trust. Addressing this gap, the study provides insights into the interplay between credibility, expertise, and consumer purchase intention in Sri Lanka. A quantitative approach with a deductive methodology was employed in this research. Primary data were collected from 362 individuals over the age of 12 who actively engage with skincare-related content on YouTube. Statistical analyses were conducted using SPSS, and five hypotheses were tested to examine the relationship between content creator credibility and consumer purchase intention, with expertise assessed as a moderating variable. The findings indicate that trustworthiness, information quality, and entertainment value significantly influence consumer purchase intention, while attractiveness does not have a direct effect. Moreover, contrary to existing literature, creator expertise did not moderate the relationship between credibility and purchase intention. This suggests that Sri Lankan consumers prioritise trust and engaging content over the perceived expertise of content creators. The results further highlight that consumers tend to trust everyday content creators or familiar figures more than recognised experts, making them more susceptible to influence from relatable and accessible sources. The scope of this study is limited to the skincare industry and YouTube and does not explore platforms such as Instagram, which can have a large impact on purchase intention. Additionally, the findings are specific to the Sri Lankan market and may not be globally generalisable due to cultural nuances and differences in consumer behaviour. The study also relied on self-reported data, which may introduce biases, and only examined one moderate variable, potentially overlooking other significant factors. This research makes valuable theoretical and practical contributions. It underscores the importance of credibility dimensions, particularly trustworthiness, information quality, and entertainment value, in shaping consumer purchase intention within the Sri Lankan context. Marketers can leverage these insights to develop more effective influencer marketing strategies by prioritising authentic, engaging, and informative content rather than focusing solely on creator expertise or attractiveness. Content creators, in turn, should emphasie delivering accurate, high quality information while fostering strong engagement with their audiences. Future research could explore additional moderating variables such as source credibility, demographic influences, and cultural differences, providing a more comprehensive understanding of content creator influence on consumer behaviour. This study lays the groundwork for further investigations into the evolving role of expertise in digital marketing.Item Impact of Website Design Elements on Purchase Intention in The Vehicle E-Commerce Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wijesundara, W. M. R. A.; Udara, S. W. I.This study examines how website design elements influence purchase intentions among vehicle e-commerce users in Sri Lanka. The study addresses the growing need for trust and usability in online platforms that deal with high-stakes purchases, such as automobiles, where decision-making is complex and emotionally charged. Despite global e-commerce growth, Sri Lankan vehicle e-commerce stands behind in terms of incorporating advanced design elements such as interactivity and personalised user experiences. This study addresses this gap by assessing visual design, interactivity, information quality, and usability as important factors influencing consumer trust and decision-making. The study uses a quantitative research methodology with a cross-sectional time horizon. The research population consists of Sri Lankan vehicle e-commerce users, with a sample size of 370 participants chosen using simple random sampling. Data was gathered using a self-administered questionnaire distributed online and analysed with SPSS software. The study uses descriptive statistics, correlation analysis, and multiple regression to determine the relationships between website design factors (visual design, interactivity, information quality, and usability) and purchase intentions. The methodology provides a solid framework for achieving the study's goals and investigating practical implications for e-commerce platforms. The findings show that visual design, which includes elements such as aesthetic appeal, layout, and image quality, has a significant impact on first impressions and trust. Interactivity features like virtual test drives, 360-degree views, and customisation options improve emotional connection while lowering perceived risks associated with online vehicle purchases. Information quality, which includes accuracy, relevance, and credibility, is critical in addressing consumer concerns about product authenticity and specifications, resulting in increased decision confidence. Usability factors such as easy navigation, advanced search filters, and mobile responsiveness improve the user experience by allowing seamless browsing and informed decision making. Collectively, these factors contribute to increased purchase intentions among Sri Lankan vehicle e-commerce users. Furthermore, the study aligns with existing consumer behaviour theories while addressing gaps unique to the vehicle e-commerce context. The study's cross-sectional design limits its ability to capture longitudinal changes in consumer behaviour and preferences. Furthermore, reliance on self-reported data may result in response bias. The findings are context-specific to Sri Lanka, which may limit their applicability to other geographic regions or markets. The study focusses primarily on the vehicle e-commerce industry, but future research could compare findings to other high-involvement e-commerce sectors, such as real estate or luxury goods. Research findings provide actionable insights for e-commerce developers and marketers, such as incorporating interactive features, verified inspection reports, and enhanced usability elements to increase trust and conversion rates. The study highlights the importance of immersive and user-centered experiences that mimic in-store interactions. Implementing these recommendations on Sri Lankan platforms may increase competition and consumer confidence in vehicle e-commerce. Future research could use longitudinal designs to examine changes in consumer behaviour over time or to compare results from various e-commerce industries. Exploring cross-cultural or international contexts may provide additional insights into the proposed design elements' universal applicability.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 Packaging on Consumer Purchase Intentions of the Fashion Retail Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Rosemary, A. A. D. T. P.; Weerasiri, R. A. S.This study addresses a major research gap in Sri Lanka by examining how packaging affects consumer purchase intentions in the country's fashion retail industry. Packaging is an essential marketing tool that combines brand identity, utility, and aesthetics to greatly affect consumer decisions and perceptions. To investigate how four essential packaging elements—design, structure, material, and effects—influence consumer purchasing habits in a competitive and changing retail landscape, this study focusses on these elements. To collect data, 384 participants in the Western Province were given structured questionnaires as part of a quantitative study design. Simple random sampling was used in the sample selection process to guarantee a wide representation of demographics. With the use of SPSS software, data analysis was carried out, combining descriptive and inferential statistical methods. This thorough approach made it easier to fully understand the connections between packaging characteristics and customer purchase intentions. The findings show that special effects and packaging design have a big impact on consumers' intentions to buy. While special effects like foiling, embossing, and spot UV treatments add considered value and make things more appealing, design aspects like colour, typography, and imagery draw attention and improve brand memory. Consumer preferences are also significantly influenced by packaging materials, especially those that are thought to be of good quality or that are in line with sustainability. Shape, size, and usability are examples of structural characteristics that have a minor impact on functionality and customer satisfaction. These results align with international research, highlighting the role that packaging plays in generating positive perceptions and influencing purchasing decisions. The study's geographic focus on the Western Province is one of its main limitations, as it might not adequately represent differences across other parts of Sri Lanka. Additionally, as packaging trends and customer preferences change over time, temporal limitations may restrict the findings' relevance. Despite these limitations, the study offers insightful theoretical and applied insights.The study adds to the body of knowledge on consumer behaviour from the perspective of theory by using frameworks like the Stimulus-Organism-Response model to comprehend how packaging characteristics affect consumer choices. In a practical sense, it provides Sri Lankan fashion retailers with achievable recommendations for improving their packaging strategies by combining eco-friendly materials, creative designs, and superior effects to match customer preferences and brand positioning. To build on these findings, future research might examine larger geographic regions and examine new digital advancements in packaging.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.