Commerce and Management

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The Impact of Content Authenticity on Brand Image: The Moderating Role of Gender Stereotypes and the Mediating Role of Social Media Engagement in the Sri Lankan Textile Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshani, O. H.; Bandara, B. S. S. U.
The textile industry is a key contributor to the Sri Lankan economy, yet it faces significant challenges in adapting to digital marketing and consumer engagement trends. While the use of social media for brand promotion is increasing, user-generated content (UGC) consistently outperforms official brand pages in terms of engagement. This gap underscores the need to explore how content authenticity influences brand perception, particularly in developing markets like Sri Lanka. Despite existing literature highlighting the role of authenticity in building trust and emotional connections, limited research has examined its impact on industries with traditional business models. This study investigates the relationship between content authenticity and brand image, with social media engagement as a mediator and gender stereotypes as a moderator. A quantitative research approach was employed using a deductive methodology. The conceptual framework consists of content authenticity (independent variable), brand image (dependent variable), social media engagement (mediator), and gender stereotypes (moderator). Data were collected via an online survey, targeting Sri Lankan consumers aged 18 to 50. A sample of 385 valid responses was obtained from 389 distributed surveys using convenience sampling. The survey comprised 38 questions measuring various constructs. IBM SPSS Statistics was used for data analysis, applying Cronbach's Alpha for reliability assessment and the Kaiser-Meyer-Olkin (KMO) measure for validity testing. Multiple regression models were employed to examine relationships between variables. The sample was diverse, with most respondents aged 31 to 40 years, a high proportion of full-time employees, and a gender distribution of 64% male and 36% female. Reliability analysis confirmed high internal consistency, with all variables exceeding the 0.7 threshold for Cronbach’s Alpha. Validity tests demonstrated adequate sample adequacy and intercorrelations, with KMO values above 0.5. Normality tests indicated that skewness and kurtosis values were within acceptable limits (-2 to +2). Findings reveal that content authenticity has a strong positive impact on social media engagement and brand image. Regression analysis showed that content authenticity accounts for 89.1% of the variance in social media engagement and 92.2% of the variance in brand image. Furthermore, social media engagement mediates the relationship between content authenticity and brand image, amplifying its impact. Additionally, gender stereotypes moderate the relationship between content authenticity and social media engagement, influencing how different consumer segments interact with authentic content. These findings underscore the critical role of authentic, user-driven content in shaping brand perceptions within the Sri Lankan textile industry. Despite its contributions, the study acknowledges several limitations. The sample size of 385 respondents and geographic focus on Sri Lanka may limit the generalizability of findings to other regions and industries. Additionally, convenience sampling may introduce biases, and the study does not account for external variables such as economic factors, brand reputation, or competitive market dynamics. Future research should explore larger and more diverse samples, adopt mixed-method approaches, and examine longitudinal effects of content authenticity on brand loyalty and consumer trust. The study has important theoretical and practical implications. Theoretically, it contributes to digital marketing literature by demonstrating the mediating role of social media engagement and the moderating effect of gender stereotypes in influencing brand image. Practically, the findings provide actionable insights for textile brands, emphasizing the need to leverage influencer collaborations, user-generated content, and brand storytelling. Marketers should focus on interactive, behind-the-scenes content and culturally relevant messaging to foster emotional connections and enhance engagement. Additionally, real-life imagery featuring diverse consumer representations may resonate more effectively than overly polished advertisements, aligning with evolving consumer preferences. By incorporating content authenticity into their social media strategies, Sri Lankan textile brands can strengthen consumer trust, enhance engagement, and build a resilient brand image in an increasingly digital marketplace.
IMPACT OF SUPPLY CHAIN MANAGEMENT ON THE COMPETITIVE ADVANTAGE OF TEXTILE INDUSTRY.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dhanabhakyam, M.
Practicing the effective supply chain management has become an essential perquisite for securing the competitive advantage in the industry. This research conceptualizes the four dimensions of supply chain management such as supply chain concern, supply chain practices, supply chain competency and supply chain flexibility through Exploratory Factor Analysis and also confirms the measures of competitive advantages of textile industry such as price, quality, dependability, innovation, customer relationship management, information sharing and performance through Confirmatory Factor Analysis. Thus the study mainly tests the impact of supply chain management on the competitive advantages of textile industry with the help of Structural Equation Modelling. Data for the research were collected from the 639 supply chain managers of textile companies registered under Tirupur Exporters Association, Tamilnadu in India by using the structured questionnaire. The result indicated that the enhanced supply chain management lead to better competitive advantage of the industry and have a positive direct impact on the supply chain performance of the textile industry.
The Variance in Service Quality & Its Impact on Customer Satisfaction in the Clothing Retail Industry of Sri Lanka
(Department of Marketing Management, University of Kelaniya, 2017) Lalindra, M.V.S.; Lalindra, M.V.S.; Herath, H.M.R.P.
The Textile Industry in Srilanka and even in the world is very competitive due to the large number of players with different strategies, innovations etc. so service quality is very much important in textile industry to compete with rivals. According to the Census and Statistics Department, Textile industry comes under wholesaler and retailer trade and therefore service quality of the textile industry is important for textile store in order to achieve sustainable growth via achieving customer satisfaction. When it comes to the service quality and customer satisfaction there can be a gap of positive, negative or neutral. Researcher measured those gaps by using Servqual model using selected textile stores such as Nolimit, House of Fashion, ODEL. Researcher has chosen 120 respondents in Gampaha district to collect data and used SPSS data analysing package to test the developed hypotheses. The findings indicated that Service quality of the Textile store is one of the important factor to achieve its long term vision, mission, goals and objective in sustainable manner.

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