Commerce and Management

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Start date: 2020Subject: search.filters.subject.Expertise

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    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.
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    The Impact of Influencer’s Message Value and Credibility on Consumer Trust: Special Reference of Luxury Branded Cosmetics in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wickramasinghe, M. C. J.; Wijenayaka, S. I.
    Influencer marketing is a widely used marketing strategy in the Sri Lankan cosmetic industry today. However, many companies do not use this marketing strategy with proper understanding. For this reason, many brands do not improve their brand but rather damage it. Therefore, there is a decrease in trust among consumers. This study investigates the impact of influencers' message value and credibility on consumer trust within the context of luxury branded cosmetics in Sri Lanka. It seeks to address gaps in understanding how key components of influencer communication, such as information, entertainment, trustworthiness, attractiveness, and expertise, affect consumer trust. Building on existing literature, this research highlights cultural nuances specific to the Sri Lankan market, distinguishing it from global studies in the field. Key arguments and findings emphasize the roles of both emotional and informational appeal in shaping trust within high-value consumer sectors. The research adopts a quantitative approach grounded in a deductive methodology. Therefore, in this study, based on the literature, the study has developed an existing model and studied how influencer message value and credibility affect customer trust using a structured questionnaire survey with 27 questions involving 321 respondents aged 18 years or above. Statistical analyses were conducted using correlation and multiple regression techniques to test hypotheses derived from a conceptual framework. These analyses examine the relationships between influencers' message components and consumer trust within the luxury cosmetics sector in Sri Lanka. Results indicate that both message value and credibility significantly influence consumer trust. Informational and entertainment values were particularly instrumental in fostering trust, as were influencer attributes such as trustworthiness, attractiveness, and expertise. The study underscores the unique importance of culturally relevant and authentic marketing strategies in the Sri Lankan luxury beauty sector. The findings align with existing research in highlighting trust as a determinant of consumer engagement but contribute novel insights into local consumer dynamics and preferences. The study's scope is limited to luxury branded cosmetics within a single geographic market, potentially constraining the generalizability of findings. Additionally, reliance on self-reported data may introduce bias. Future research could expand the framework to include broader geographic contexts, as well as longitudinal analyses to observe changes over time. The findings offer theoretical contributions by validating and refining models linking message value and credibility to trust in the context of luxury goods marketing. Practically, the study provides actionable insights for brand managers and influencers in Sri Lanka, suggesting tailored strategies that prioritize credibility and consumer engagement. Future research should explore underrepresented factors such as parasocial relationships and the long-term effects of influencer collaborations.
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    Impact of Micro-Influencers on E-Brand Loyalty of Online Consumers in Sri Lankan Ayurveda Cosmetic Industry: Moderating Effect of E-WOM
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Silva, G. W. K. N.; Udara, S. W. I.
    This study examines how micro-influencers affect online consumers' e-brand loyalty in the Sri Lankan ayurvedic cosmetics industry, with a particular focus on the moderating role of electronic word-of-mouth (E-WOM). The digital era has significantly impacted the corporate environment, with social media marketing becoming a primary strategy for marketers to shape brand loyalty among their target audience. Influencer marketing has grown significantly in the digital era, with a global valuation of $21.1 billion in 2023. In Sri Lanka, the market for influencer advertising is expected to generate US$17.23 million in ad spending by 2024. Among various influencer categories, micro-influencers are seen as crucial in the growing significance of influencer marketing because they engage with niche audiences to shape consumer experiences with more personal and interactive content. Despite the growing importance of influencer marketing, gaps remain in understanding how micro-influencers influence brand loyalty, particularly in the Sri Lankan context. This study addresses these gaps by exploring how key micro-influencer attributes such as expertise, trustworthiness, and attractiveness impact e-brand loyalty and how E-WOM strengthens these relationships. A quantitative research approach was adopted, with data collected through an online survey. A sample of 385 participants was targeted, yielding 288 valid responses for analysis. The study measured key variables using a five-point Likert scale. Micro-influencers' trustworthiness, expertise, and attractiveness were considered independent variables, while e-brand loyalty served as the dependent variable, and E-WOM functioned as the moderator. Statistical analysis, including multiple linear regression and Andrew F. Hayes’ Process Macro in SPSS, was used to examine the relationships and moderating effects. The findings indicate that micro-influencer attributes significantly influence e-brand loyalty. Specifically, trustworthiness and attractiveness had a strong positive impact, whereas expertise showed no significant direct effect. However, the association between micro-influencer variables and e-brand loyalty was considerably modulated by E-WOM, which increased the influence of attractiveness and trustworthiness on e-brand loyalty outcomes. Given that the study focused exclusively on the Sri Lankan Ayurveda cosmetics market, its findings may not be generalizable to other industries or geographic regions. Additionally, reliance on self-reported data introduces potential biases, such as social desirability effects. Moreover, the study did not incorporate qualitative insights from brands or influencers regarding effective micro-influencer strategies, which could be explored in future research. This study makes important theoretical and practical contributions. It extends the literature on micro-influencer marketing by contextualizing its effects within the Sri Lankan market and examining the interplay between influencer attributes and E-WOM. By aligning with the Source Credibility Theory, the study enhances understanding of how micro-influencers foster brand loyalty through perceived trustworthiness and attractiveness, particularly when reinforced by E-WOM. From a practical standpoint, the findings offer valuable insights for marketers and policymakers, emphasizing the importance of building authentic, visually appealing, and trustworthy influencer relationships while leveraging E-WOM strategies to enhance consumer engagement. Additionally, the study provides a conceptual framework for future research in emerging economies, where digital marketing is rapidly evolving alongside cultural and technological shifts.