Symposia & Conferences
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Item The Influence of Facebook User-Generated Content on E-Brand Loyalty with the Mediating Effect of Perceived Brand Authenticity with Special Reference to the Cosmetics Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Malshani, L. L. D. T.; Subasinghe, S. M. A. N. M.User-generated content has become a more discussable factor in digital marketing. Businesses have taken UGC as a key consideration as it may affect the business in a positive way as well as in a negative way. Marketers are looking for strategies to mitigate the negative effects of UGC while improving the positive effects of UGC. To have long-term relationships, loyalty businesses must make their customers feel connected with their brands while providing them with authentic products and services. Present study studies the influence of Facebook user-generated content on e-brand loyalty while concerning the mediating of perceived brand authenticity. The main objective of the study is to analyze the influence of Facebook user-generated content on e-brand loyalty in the cosmetics industry in Sri Lanka. This study adopts an explanatory research design, guided by the positivist research philosophy. A deductive approach is employed, utilizing quantitative data. The research follows a cross-sectional design, with data collected through an online questionnaire. Primary data was obtained from 387 respondents residing in the Western Province of Sri Lanka. A non-probability sampling method, incorporating both convenience and judgmental sampling techniques, was used to construct the study’s sampling framework. Data analysis was conducted using IBM SPSS version 30, employing descriptive statistics, frequency analysis, correlation analysis, and regression analysis. Few studies have focused on the relationships between UGC and e-brand loyalty or considered the mediating role of PBA. Most studies are focused on industries such as fashion; therefore, the cosmetics industry, especially in Sri Lanka, remains highly under-researched. This research, therefore, tries to fill this gap by examining how Facebook UGC affects the e-brand loyalty of Sri Lanka's cosmetics industry, with PBA as a mediating factor. This study established that UGC about Facebook was important in increasing both e-brand loyalty and perceived brand authenticity of cosmetics in Sri Lanka. UGC has been seen to affect the consumers' perception of the authenticity of a brand and directly lead a consumer to be loyal to the brand. On the contrary, perceived brand authenticity was a very important driver of e-brand loyalty; hence, it is of strategic importance to brands. The analysis also confirmed that perceived brand authenticity mediates the relationship between UGC and e-brand loyalty, serving as a kind of bridge that will ameliorate the connection between engaging and relatable content on one side and customer loyalty on the other. The limited availability of industry-specific reports in Sri Lanka was a challenge. It also focused on the Western Province only because of time constraints and the ease with which data is available, which may affect generalization across other regions or contexts. This dependence on quantitative approaches ruled out qualitative information. The structure of the study also had a general relationship without considering the sub-constructs; this also opens an avenue for further research at a more detailed level. It confirms that dimensions of UCG, such as trustworthiness, transparency, and quality, are of great relevance. It calls on marketers to encourage consumers to create favorable content on some form of stimulus, such as through reductions. Managers have to respond to negative responses constructively, build authentic brand experiences, and ensure communications are being sent across consistently. Future research gaps have been identified to study e-brand loyalty in other industries, test the relationships of sub-constructs, and adopt qualitative methods to gain more detailed insights. Furthermore, studying UGC beyond geographical constraints and investigating specific UGC types may yield more insightful information to help marketers use UGC properly to foster brand growth.Item Role of Brand Heritage in Developing Brand Loyalty; examining the mediation of Brand Trust with Special Reference to Sri Lankan Tea Brands(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Bodhipaksha, W. K. A. L. D.; Gunawardane, W. A. D. N. R.The tea industry, a cornerstone of Sri Lanka’s economy and cultural identity, has faced significant challenges, including declining domestic consumption, over the past two years. Against this backdrop, it is crucial to understand how a brand’s historical and cultural heritage influences consumer behavior, as literature support on the relationship is inconclusive in nature. The study employed quantitative methodology, the study collected data from 354 respondents through structured questionnaires. Data analysis was conducted using IBM SPSS.The findings confirm that brand heritage has a significant positive impact on brand loyalty, both directly and indirectly, through the mediating role of brand trust. Brands with a strong heritage are perceived as more authentic and trustworthy, leading to deeper emotional connections and sustained loyalty. These results validate the hypotheses and underscore the importance of trust as a critical mediator in transforming heritage into customer commitment. The outcomes underscore the dynamic role of brand heritage, not as a static attribute but as an evolving strategy that must adapt to contemporary market conditions.In conclusion, this study reaffirms the importance of brand heritage as a strategic asset for fostering trust and loyalty. Sri Lankan tea brands can achieve sustained relevance and competitive advantage by leveraging their rich historical and cultural legacies while addressing modern consumer demands. The integration of heritage-driven narratives with trust-building efforts offers a pathway to revitalizing the domestic tea market and positioning Sri Lankan tea brands as globally competitive and culturally resonant.Item Impact of Advertising Appeals on Brand Loyalty; with Special Reference Milk Powder Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilshan, M. G. A. A.; Weerasiri, R. A. S.This study was conducted to identify the impact of Advertisement appeals on brand loyalty the Milk powder industry in Sri Lanka. The research shows how advertisement appeals emphasize brand loyalty within the sector. There are numerous advertisements developed for the milk powder sector. In this research, the researchers want to investigate the secret behind it. Primarily, the researchers wanted to explore what the best advertising appeals are for cultivating brand loyalty. The study emphasizes the role of emotional branding, advertising strategies, and consumer engagement in fostering long-term brand loyalty. Recognizing the importance of the milk powder industry as a critical component of the Sri Lankan market, the research aims to bridge identified empirical and practical gaps by examining the relationship between advertising appeals and consumer attachment to brands. The quantitative approach is most appropriate for this study, as it involves both the collection and the analysis of numerical data, thus facilitating an objective examination of the relationship among key variables. A structured questionnaire created especially to examine factors pertaining to emotional, Rational and moral advertising appeals and their impact on brand loyalty is used to gather the main data for this study. By ensuring that standardized data is collected, this approach makes it possible to compare and analyze responses consistently. Primary data was collected from 412 respondents, with 403 valid responses we reanalyzed using statistical tools such as SPSS. The findings confirm that experiential Emotional appeals and moral appeals positively impact brand loyalty and Rational appeals negatively impact brand loyalty. When consumers feel a brand resonates with their values or experiences, they are more likely to remain loyal. For example, a milk powder brand emphasizing a nurturing mother's love or a child's happiness can foster an emotional attachment, encouraging repeat purchases. The results show that by creating strong emotional bonds and favorable customer associations, emotional appeals and moral message advertisements significantly enhance brand loyalty. For marketers and other industry experts looking to create successful advertising campaigns that connect with Sri Lankan customers and increase brand loyalty and long-term customer retention, the research provides insightful information. The study faces limitations including cultural diversity, challenges in isolating advertising impacts, restricted data access, cultural specificity limiting global applicability, and time constraints restricting comprehensive data collection from all Sri Lankan regions. The implications of this research highlight the importance of leveraging emotional branding and neuromarketing strategies to build deep connections with Sri Lankan consumers through ads that evoke nostalgia, humor, and happiness while incorporating emotional storytelling with family and child-centric themes additionally, emphasizing ethical messaging such as eco-friendly packaging and community support fosters loyalty and trust.