Commerce and Management
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Item Impact of Dynamic Capabilities on Global Mind-set: The Case of ICT Start-ups in Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Jayasuriya, C. H.; Perera, G. A. T. R.The purpose of this study is to explore how firm-level dynamic capabilities influence the level of firms’ global mindset in information and communication technology (ICT) startups in Sri Lanka. Based on the literature on dynamic capabilities and global mindset, the impact of dynamic capabilities on global mindset is tested empirically on a sample of 295 Sri Lankan ICT start-up firms using structural equation modeling (SEM) analysis technique to find whether if there is any difference of the impact from sensing dynamic capabilities, seizing capabilities and reconfiguration capabilities on the global mindset. The results show a positive significant impact of the sensing, seizing and reconfiguration capabilities on the global mindset in ICT startups in Sri Lanka. However, among three different but theoretically interrelated capabilities, seizing and reconfiguration dynamic capabilities have shown the strongest impact on the global mindset. This study contributes to the emerging literature of global mindset in the international business and to strategic management literature by understanding the global mindset through the lenses of dynamic capabilities as organizational level contingencies.Item Innovation and its Impact on Consumer Brand Equity: With Evidence from Modern Trade Industry in Colombo, Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Liyanage, O. N. N.; Wanninayake, W. M. C. B.Innovations enable organizations to introduce novel products and services to its customers. However, within the Modern Trade Industry in Sri Lanka, firms deploy innovations, yet if that is influencing firms establish greater relationships with its customer’s, remains unclear. Similarly, firms focus greatly upon consumer-based brand equity within the modern trade industry but there are no sufficient empirical studies to confirm the contribution of innovation for enhancing consumer based brand equity in modern trade environment. Therefore, the purpose of this study is to investigate the innovation on consumer based brand equity in modern trade sector in Sri Lanka. Literature suggests that concept of innovation is formed using innovative outcomes and innovative planning. Hence authors used these two dimensions that form innovation as independent variables to determine the consumer-based brand equity. The research was designed as quantitative research based on positivist paradigm and data were collected through a survey. Accordingly, 280 self-administered questionnaires, were obtained from respondents who are modern trade consumers in Colombo, Sri Lanka. The collected data were analyzed by using both descriptive and inferential statistics tools. PLS-SEM was employed as the main measurement model for testing hypothesis by using Smart-PLS 3 as the main analytical software. The findings revealed that innovation as an outcome and innovative planning, both can significantly influence upon consumer-based brand equity. Hence, authors suggest management of modern trade retailers to develop innovative technology driven retail platform to provide pleasant shopping experience to the customers with the purpose of improving consumer-based brand equity. Authors suggests future researches to investigate the impact of leadership on the implementation of innovations within the modern trade retailers in Sri Lankan context.Item Evaluation of Solid Food Waste Management Strategies in Estate Schools in Sri Lanka and Its Environmental Impact(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Kandegama, W. M. W. W.; Kumara, I. P. W. A. V.; Karunarathne, K. H. M. I.Food wastes (FW) has become a crucial global issues. Food production should be increased substantially to meet the need of growing population, high tendency of spoilage and consumer preference are some of the main reasons for food waste. FW predominantly happen in public places such as hotels, hospitals and industrial parks. FW in Sri Lanka, several institutes can be highlighted including schools. 10194 government schools and 80 registered private school chains are functioning throughout the country. In which, total population including both students and teachers are over 4.5 million. Thus, handling large quantity of food in schools, leads to generate huge quantities of FW and it directly affect to the national economy. Therefore, this qualitative research was designed and implemented to determine reasons for FW and evaluate the efficiency of existing FW handling strategies in schools. The data were collected from 12 schools in each educational zone at Kegalle and Kurunegala, through a survey from teachers and students. Majority of students were provided homemade breakfast in both zones, further 20.92% of students in Kegalle and 37.21% of students in Kurunegala have wasted food with some percentage of breakfast daily. In addition, plate waste of free breakfast provided by school was identified as 20.31% of students and 24.62% of students in Kegalle and Kurunegala areas respectively. Free lunch was provided schools only in Kegalle educational zone and among those who was fed from school meal; 37.5% of students have wasted food in various percentages. Majority of students have brought lunch from home and 26.51% of students in Kegalle and 26.12% of students in Kurunegala thrown some amount of lunch daily. FW was comparatively high, when meals provided from school. Further, study revealed that most of school have not established an effective FW handling system within the premises. Therefore, a systematic programs should be implemented to control food wastes. In addition, awareness programs should be carried out to educate students to minimize FW. It is necessary to investigate the reasons for wasting large quantities from school meal. Finally, a national campaign on “Stop Food Waste” should be launched for school community to create a sustainable environmental development with appropriate mechanisms of school and family education.Item The Role of Service Quality on Customer Repurchase Intention of Fast Foods by Examining the Mediation of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Anuradha, P. A.; Gunawardane, W. A. D. N. R.The fast-food industry in Sri Lanka, particularly in the Western Province, has experienced remarkable growth over recent years. Franchised fast-food restaurants are becoming a dominant segment in this rapidly evolving market. This competitive environment necessitates that businesses prioritize exceptional service quality to ensure customer satisfaction and increase repurchase intentions. The primary objective of this study is to examine the role of service quality in influencing consumer repurchase intentions, with a particular focus on franchised fast food restaurants in the Western Province of Sri Lanka. This study was conducted using a quantitative research design and relied on collecting primary data through survey administration of a pre-set questionnaire to 400 respondents through a convenience sampling method. Data analysis was performed by IBM SPSS Statistics and involved describing the demographics of respondents along with key variables. The study’s findings underscore the significant and positive impact of all five dimensions of the DINESERV model on customer satisfaction. Among these, tangibility and reliability emerged as the most critical dimensions influencing customer perceptions of service quality. Additionally, customer satisfaction was found to strongly mediate the relationship between service quality and repurchase intentions. These results align with previous studies while also offering new insights specific to the Sri Lankan fast-food context, particularly in the franchised restaurant segment.Item The Role of Electronic Word of Mouth in Shaping Purchase Intentions: Insights from the Sri Lankan Skincare Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fonseka, W. M. S. A.; Bandara, B. S. S. U.This study examines the impact of Electronic Word of Mouth (E-WOM) on purchase intention in the Sri Lankan skincare industry, emphasizing the mediating role of brand credibility. E-WOM, a rapidly expanding form of digital communication, has become a key determinant of consumer behavior, particularly in industries where trust and authenticity are critical, such as skincare. This research investigates the core dimensions of E-WOM—credibility, quality, and intensity—and their influence on consumer decision-making processes. Addressing a significant gap in the literature, the study explores the interplay between E-WOM and brand credibility within an emerging market characterized by distinct cultural and economic factors. A quantitative research approach was adopted, utilizing structured questionnaires distributed to 380 respondents in Sri Lanka’s Western Province. Data were analyzed using Structural Equation Modeling (SEM) to assess and validate the relationships between E-WOM, brand credibility, and purchase intention. Findings reveal that E-WOM significantly influences purchase intention, with brand credibility playing a crucial mediating role. High-quality, frequently shared, and credible E-WOM enhances brand credibility, fostering consumer trust and increasing the likelihood of purchase. The study highlights that Sri Lankan consumers place greater trust in peer-generated content over traditional advertising, which is often perceived as less reliable. Additionally, the study underscores the evolving digital landscape in Sri Lanka, where consumers prioritize peer recommendations and shared experiences over brand-driven narratives. This shift makes E-WOM a powerful tool for marketers seeking to enhance consumer engagement and brand loyalty. The results emphasize the potential of E-WOM-driven strategies to build strong consumer-brand relationships in a market increasingly transitioning to digital-first communication models. Despite its contributions, the study acknowledges several limitations. The focus on the skincare industry and a single geographic region (Western Province, Sri Lanka) may limit the generalizability of findings to other industries and regions. Furthermore, external factors such as economic fluctuations, regulatory changes, and competitive market dynamics were not considered, which could influence the observed relationships. Additionally, the reliance on quantitative methods may restrict in-depth consumer insights that could have been obtained through qualitative exploration. Future research could broaden the scope by incorporating other industries, geographical regions, and mixed-method approaches to deepen the understanding of E-WOM’s impact across diverse consumer segments. The study makes important theoretical and practical contributions. Theoretically, it reinforces the role of brand credibility as a mediating factor between E-WOM and purchase intention, extending existing literature on digital marketing and consumer behavior within an emerging market context. Practically, the findings provide actionable insights for marketers, highlighting the importance of fostering credible, high-quality E-WOM through strategic digital engagement and consumer feedback management. Marketers are encouraged to cultivate online environments that facilitate authentic peer interactions, ensuring that consumer trust is consistently reinforced. This study also sets the stage for future research on platform-specific E-WOM dynamics, demographic variations, and longitudinal trends. A deeper understanding of how E-WOM shapes consumer behavior will help marketers refine their digital marketing strategies, enhancing brand-consumer relationships and sustainable business growth in the skincare industry and beyond.Item The Role of Electronic Word of Mouth in Influencing Purchase Intention: Mediating Effects of Brand Image in the Sri Lankan Electric Scooter Market(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunadasa, G. A. A. P.; Karunanayake, R. K. T. D.The increasing focus on sustainability and technological innovation has significantly transformed consumer behavior, particularly in the transportation sector. In Sri Lanka, the adoption of electric scooters is accelerating due to policy reforms, environmental concerns, and rising fuel costs. This study examines the impact of electronic word-of-mouth (eWOM) on consumers' purchase intentions in the Sri Lankan electric scooter market, with an emphasis on the mediating role of brand image. The research evaluates key eWOM dimensions—including credibility, quality, intensity, and valence—and their influence on brand image and purchase intention. It highlights the growing importance of online consumer discussions in shaping purchase decisions, especially in markets undergoing rapid digital transformation. Employing a quantitative research design, data were collected from 379 respondents in Sri Lanka’s Western Province through structured surveys. The study utilized Structural Equation Modeling (SEM) to test and validate the hypothesized relationships between eWOM, brand image, and purchase intention. Findings reveal that eWOM significantly influences purchase intention both directly and indirectly through its impact on brand image. Credible and high-quality eWOM enhances brand image by fostering trust, reliability, and positive consumer perception, ultimately increasing the likelihood of purchasing electric scooters. These results underscore eWOM’s role as a powerful marketing tool, particularly in mobility markets where consumer trust is a critical factor in decision-making. The study provides valuable consumer insights, indicating that Sri Lankan buyers prioritize credibility, authenticity, and the frequency of online reviews and recommendations when considering electric scooter purchases. Compared to traditional advertising, eWOM is perceived as more trustworthy and relevant, positioning it as an essential channel for influencing consumer behavior. Furthermore, the research suggests that a strong brand image, shaped by positive eWOM, serves as a competitive advantage for brands in the emerging electric scooter market. Despite its contributions, the study has certain limitations. Its focus on the electric scooter industry and the Western Province may limit the generalizability of findings to other regions and industries. Additionally, external factors such as macroeconomic conditions, policy changes, and competitor activities were not accounted for, which may influence consumer decision-making. Future research could address these gaps by expanding the geographic scope, exploring other industry contexts, and incorporating mixed-method approaches to provide deeper insights into the interplay of eWOM, brand image, and purchase intention. From a theoretical perspective, this study enhances the understanding of eWOM’s impact on consumer behavior in emerging markets, particularly by examining the mediating role of brand image in Sri Lanka’s electric mobility sector. Practically, it provides strategic recommendations for marketers and policymakers. Marketers are encouraged to actively manage online reviews, foster credible and engaging eWOM, and invest in brand-building efforts to enhance consumer trust and purchase intention. Policymakers can leverage these insights to promote sustainable transportation initiatives, aligning with broader environmental and mobility goals. Future research could investigate platform-specific eWOM dynamics, comparing the impact of social media reviews versus dedicated online review platforms. Additionally, longitudinal studies could track evolving consumer perceptions of eWOM and brand image over time, offering valuable insights into digital marketing trends within Sri Lanka’s growing electric vehicle sector.Item The Impact of Visual Merchandising Strategies on Impulsive Buying Behaviour in Fashion Retail Stores in Sri Lanka: The Mediating role of Customer Emotions, among the Youth Generation(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhuwanthi, K. P. P. S.; Wanninayake, W. M. C. B.; Ekanayake, G. D.As the fashion retail industry is highly competitive and growing rapidly. So, retailers are using visual merchandising strategies to differentiate their offerings from others and enhance product satisfaction. The present study mainly aspires to explore how visual merchandising strategies affect impulsive buying behaviour together with the mediating effect of customer emotions among the youth generation, with an emphasis on the fashion retail industry in Sri Lanka. Based on these facts, the study has pointed out six visual merchandising strategies such as window display, mannequin display, promotional signage, floor merchandising, lighting arrangement, and colour combination to study its effect on impulsive purchase behaviour. And also, present research talks about positive customer emotions such as pleasure (happiness, joy), arousal (energy, excitement), dominance (freedom). The present study uses quantitative research approach. So, primary data was collected from 385 valid respondents who have visited the fashion retail stores in Sri Lanka, during the last six months of year 2024. The data collected through structured questionnaire. The findings showed that customer emotions act as a mediator in the relationship between the visual merchandising strategies and impulsive buying behaviour. Convenience sampling method used for making the sampling framework of the study and quantitative research approach has been used in this study. Data analysis was done by descriptive, correlation analysis, simple regression, and multiple regression analysis using IBM SPSS Statistics 25. The result of this present study gives evidence that four dimensions of Visual Merchandising Strategies Mannequin Display, Promotional Signage, Lighting Arrangement, and Floor Merchandising significantly influence Impulsive Buying Behaviour. Within these four strategies, mannequin display, promotional signage and lighting arrangement have a positive significant relationship whereas floor merchandising has a negative impact upon impulsive buying behaviour. Again, the other two dimensions are Window Display as well as Colour Combination, which have not significantly affected impulsive buying behaviour. However overall, the relation of visual merchandising strategies appears to be significantly positive in its positive influence upon impulsive buying behaviour and customer emotions. Furthermore, Customer Emotions mediates the relationship between Visual Merchandising Strategies and Impulsive Buying Behaviour. Therefore, this research contributes to newness in knowledge by elaborating that the influence of visual merchandising strategies on impulsive buying behaviour is strengthened by the mediating role of customer emotions. Despite these useful insights, the study has some of limitations. The geographical distribution of the sample is biased, with 50% of the responses coming from the Western and Northwestern provinces. This could affect the generalization of the findings to the whole country since consumer behaviour in those less-representative provinces may be very different. Also, the use of self-administered online questionnaires opens up the opportunity for response bias in that participants might misinterpret some questions or answer less truthfully without guidance. Again, the exclusion of qualitative methods such as interviews or focus groups restricts the possibility of deep exploration into the motivations and emotions of respondents. The study’s findings provide actionable recommendations for retailers, both large and small, to improve their store environments. Retailers should prioritize impactful strategies such as mannequin displays, promotional signage, and effective lighting arrangement to evoke positive emotions and drive impulsive buying behaviour. Visual merchandising strategies that resonate with the preferences and emotions of the younger demographic will help drive consumer engagement and increase market share by providing value to consumers. The study will also help consumers understand marketing strategies and how they should behave during shopping. Furthermore, policymakers can make better decisions by optimizing their knowledge of the fashion retail industry and consumer behaviour.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 Pop-Up Video Advertisement on Brand Engagement in the FMCG Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madushanka, G. N.; Udara, S. W. I.This study examines the impact of pop-up video advertisements on brand engagement within Sri Lanka’s fast-moving consumer goods (FMCG) industry. As digital marketing evolves, pop-up ads have emerged as both a widely used and highly debated advertising tool. This research seeks to determine whether such intrusive advertising methods enhance or hinder brand engagement within Sri Lanka’s unique cultural and economic context. Grounded in consumer behaviour and digital marketing literature, the study explores consumer attitudes, emotional responses, and levels of engagement triggered by pop-up video ads. A mixed-method approach is employed, integrating both qualitative and quantitative analyses to provide a comprehensive understanding of the phenomenon. Quantitative data is collected through an online survey of 397 FMCG consumers from diverse backgrounds, assessing their experiences, perceptions, and engagement with pop-up video advertisements. The data is then analysed using statistical methods to ensure reliability and depth in findings. The study reveals a dual effect of pop-up video ads on brand engagement. While certain engaging and contextually relevant ads enhance brand recall and foster positive emotional connections, the majority of respondents report irritation and negative associations due to the intrusive nature of these ads. Comparative analysis with global studies highlights culturally specific consumer preferences in Sri Lanka, particularly a strong inclination toward non-intrusive advertising formats and culturally resonant content that significantly influence engagement levels. This research is limited to online platforms, excluding other advertising media that may offer a broader perspective on consumer-brand interactions. Additionally, reliance on self-reported data presents a potential response bias. Future research could explore the longitudinal effects of repeated exposure to pop-up ads and their influence on brand loyalty. The study contributes to the emerging literature on digital advertising and consumer engagement by incorporating cultural specificity. From a practical standpoint, the findings offer actionable insights for FMCG marketers in Sri Lanka, emphasising the need for less intrusive, culturally aligned advertising strategies to foster positive consumer engagement. The study also underscores the importance of regulatory guidelines to promote consumer-friendly digital advertising practices.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.