Symposia & Conferences
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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 Facebook Advertising on E-Brand Loyalty in E-Commerce Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Navodya, G. S. C.; Udara, S. W. I.Facebook advertising has become a powerful tool in digital marketing, enabling businesses to reach vast audiences with tailored messages and interactive content. As one of the most widely used social media platforms, Facebook offers businesses unparalleled opportunities to engage with consumers and build brand loyalty. With various ad formats ranging from simple image ads to engaging video content, businesses can create compelling advertisements that capture attention and drive results. This study examines the impact of Facebook advertising on e-brand loyalty within the e-commerce industry, focusing on how interactivity, informativeness, trendiness, customisation, and usefulness influence consumer loyalty. Addressing a critical gap in the literature, this research explores these relationships in Sri Lanka's rapidly growing e-commerce sector. While extensive research exists on social media advertising, the impact of Facebook ads on e-brand loyalty in Sri Lanka remains underexplored, with most studies focusing on India and Indonesia. This study seeks to fill this gap, highlighting Facebook’s potential to enhance loyalty through targeted and strategic advertising. Through this investigation, the research provides actionable insights for businesses aiming to strengthen customer relationships and improve brand loyalty using effective Facebook advertising strategies. A quantitative research design was employed to evaluate the relationship between Facebook advertising elements and e-brand loyalty. Data was collected through a structured questionnaire distributed to 385 respondents, with 375 valid responses retained for analysis. The sample comprised active Facebook users who engage with e-commerce platforms, ensuring the relevance of the data. Statistical techniques, including descriptive analysis, correlation analysis, and multiple regression analysis, were used to test the hypotheses and measure the significance of the identified advertising elements. The hypotheses examined in this study include the overall impact of Facebook advertising on e-brand loyalty and the specific effects of interactivity, informativeness, trendiness, customisation, and usefulness on brand loyalty. This research provides a rigorous framework for understanding the nuanced dynamics of Facebook advertising and its influence on consumer behaviour. The findings indicate that informativeness, interactivity, customisation, and perceived usefulness significantly contribute to e-brand loyalty. Among these, informativeness emerged as the most influential factor, demonstrating that consumers value advertisements that provide clear, accurate, and relevant information about products and services. Interactivity and customisation were also found to positively impact loyalty, emphasising the importance of engaging, two-way communication and personalised advertising content. Interestingly, trendiness did not exhibit a significant effect on brand loyalty, suggesting that while trendy content may attract attention, it does not necessarily foster long-term consumer loyalty. These findings partially align with previous studies while offering novel insights into the unique behaviours and preferences of Sri Lankan e-commerce consumers. The study is geographically limited to Sri Lanka, which may affect the generalisability of the findings to other cultural or regional contexts. Additionally, by focusing exclusively on Facebook, the study does not provide insights into the effectiveness of other social media advertising platforms. This study provides practical insights for e-commerce businesses, Facebook advertisers, and other stakeholders by highlighting the importance of creating ads that are informative, engaging, and personalised. For e-commerce businesses, the findings offer strategies to build stronger customer loyalty by focusing on relevant and interactive content. Facebook advertisers can enhance ad performance by aligning campaigns with user preferences, driving higher engagement and returns. Additionally, consumers benefit from ads that provide value through meaningful and relevant experiences, fostering trust and satisfaction. These insights offer a practical roadmap for leveraging Facebook advertising to strengthen consumer relationships and brand loyalty. This study underscores the critical role of Facebook advertising in shaping consumer loyalty and offers a robust framework for businesses to harness the power of social media to build lasting customer relationships in an increasingly competitive e-commerce landscape.Item The Impact of Electronic Word of Mouth on Electronic Loyalty in the clothing industry of Western province in Sri Lanka; with the mediating role of Electronic Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Amarasinghe, K. D. H. D. I.; Weerasiri, R. A. S.This study investigates the influence of Electronic Word of Mouth (E-WOM) on Electronic Loyalty (E-Loyalty) in the western province in Lanka’s clothing industry, with a specific focus on the mediating role of Electronic Satisfaction (E-Satisfaction) among Instagram users. E-WOM, which includes online reviews, recommendations, and other forms of user-generated content, has gained prominence as a critical factor in shaping consumer perceptions and purchasing behavior in the digital era. The study explores three key dimensions of E-WOM—quality, quantity, and credibility—and assesses their direct and indirect effects on E-Loyalty, highlighting the critical role of E-Satisfaction in enhancing consumer commitment to brands. A quantitative research methodology was employed to achieve the study's objectives. The research targeted active Instagram users in the Western Province of Sri Lanka, a region known for its high concentration of digital consumers and a thriving apparel market. Data collection was conducted through an online survey using purposive sampling. A total of 335 responses were obtained from an initial sample of 384 participants. Analytical techniques included reliability and validity tests, correlation analysis, and mediation testing based on Kenny’s framework. These methods ensured a robust examination of the relationships among the variables and validated the hypothesized model. The findings demonstrate that E-WOM significantly impacts E-Loyalty, with credibility emerging as the most influential dimension, followed by quality and quantity. Credibility, defined as the perceived authenticity and trustworthiness of user-generated content, was found to be a decisive factor in fostering consumer trust and brand loyalty. E-WOM quality, encompassing relevance and accuracy, also plays a vital role in influencing consumer behavior. E-WOM quantity, representing the volume of online reviews and comments, enhances the visibility of information and provides social proof, contributing to positive consumer perceptions. Furthermore, the study identifies E-Satisfaction as a crucial mediating factor in the E-WOM– E-Loyalty relationship. Positive E-WOM experiences contribute to heightened E-Satisfaction by validating consumer expectations and improving their overall experience with the brand. This, in turn, strengthens consumer loyalty, as evidenced by the model’s ability to explain 55% of the variation in E-Satisfaction and 55.2% of the variation in E-Loyalty. While the study offers valuable insights, its scope is limited to Instagram users in Sri Lanka’s Western Province, providing a cross-sectional snapshot of consumer behavior without longitudinal insights. Nonetheless, the findings have significant implications for marketers, emphasizing the importance of leveraging credible and high-quality E-WOM to enhance customer satisfaction and foster long-term loyalty. This research also contributes to the theoretical understanding of E-WOM in emerging markets, offering a foundation for future studies on digital consumer behavior.Item 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.Item Illuminating the Influence: How Facebook Advertising Content Shapes Customer-Based Brand Equity in Western Province Sri Lanka's Lighting Industry through Customer Engagement(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sulakshana, T. M. D.; Karunanayake, R. K. T. D.This study, focusing on the Western Province, explores the impact of Facebook advertising content on Customer-Based Brand Equity (CBBE) within Sri Lanka's lighting industry. Specifically, it examines how perceived information quality, advertisement enjoyment, and perceived interactivity influence customer engagement, which, in turn, mediates brand awareness, customer loyalty, perceived quality, and brand association—key dimensions of the CBBE model. Grounded in the Elaboration Likelihood Model and the Stimulus-Organism-Response framework, the study addresses existing research gaps in digital marketing and branding by assessing the effectiveness of Facebook advertisements in shaping brand equity within a localized Sri Lankan context. A quantitative research approach was employed, with data collected through an online self-administered questionnaire distributed to active Facebook users in the Western Province who had previously engaged with lighting industry advertisements. The questionnaire utilized a five-point Likert scale to measure perceived information quality, advertisement enjoyment, perceived interactivity, customer engagement, and brand equity. Pearson correlation analysis and simple regression tests were conducted to examine the relationships between the constructs, while mediation regression analysis was used to assess the mediating role of customer engagement. The findings confirm a significant positive relationship between Facebook advertisement content and CBBE. The study highlights that perceived information quality, advertisement enjoyment, and perceived interactivity significantly enhance customer engagement, which subsequently strengthens brand equity. Furthermore, the mediating role of customer engagement suggests that well-designed advertisements not only foster brand awareness but also contribute to increased brand loyalty and improved quality perception among consumers. These insights underscore the strategic importance of engaging and interactive Facebook content in enhancing digital branding efforts. However, the study is limited in scope to the Western Province of Sri Lanka and focuses solely on Facebook, excluding other social media platforms such as Instagram and TikTok. Additionally, platform-specific algorithm variations and technological constraints may affect the generalizability of the findings. From a theoretical perspective, this research extends prior literature on digital marketing by integrating customer engagement as a critical mediator in the relationship between Facebook advertising and brand equity. Practically, the study provides valuable insights for marketers, emphasizing the need to develop compelling and interactive Facebook advertisements to enhance brand visibility and engagement. The findings contribute to the development of predictive models for leveraging social media to cultivate long-term brand equity in both local and global markets. Future research may explore the effectiveness of advertisements across different social media platforms and industries, as well as investigate cross-cultural implications of digital branding strategies.