Symposia & Conferences
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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 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 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.Item Impact of E-Word of Mouth on Purchase Intentions Among Generation Z: The Mediating Role of Brand Credibility in Sri Lanka's E-Commerce Industry in the Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jagoda, N. Y.; Wijenayaka, S. I.In Sri Lanka's rapidly evolving e-commerce industry, E-WOM has emerged as a pivotal factor influencing consumer decision-making, particularly for Generation Z, who rely heavily on co-generated digital content. E-WOM has proven to be an effective tool in shaping purchase intentions among this demographic. However, despite its capacity to capture consumer attention, questions remain about how trust built through E-WOM translates into actual purchasing behavior. Additionally, past research has yet to sufficiently explore the mediating role of brand credibility, leaving gaps in understanding how E-WOM strengthens the trust and credibility between brands and consumers, especially in emerging markets like Sri Lanka. Compounding this issue is the underexplored influence of trust dimensions such as expertise, trustworthiness, and E-WOM valence on customer loyalty and purchasing behavior. While studies conducted in global contexts emphasize the importance of these dimensions, their interaction within Sri Lanka's e-commerce industry, particularly among Generation Z, has not been adequately addressed. This underscores the need for a focused investigation into the factors that maximize the impact of E-WOM on purchasing intention, while simultaneously strengthening consumer trust and loyalty in a dynamic and growing digital marketplace. This study seeks to fill these gaps by analyzing the relationship between E-WOM and purchasing intention, with brand credibility acting as a mediating variable. Operating within a positivist paradigm, the research follows a deductive approach, surveying 406 respondents aged 18-26 from Sri Lanka's Western Province. A structured questionnaire was used to measure key variables, including dimensions of E-WOM (source expertise, trustworthiness, volume, and valence), brand credibility, and their collective influence on purchasing intention. Regression and mediation analyses were conducted using SPSS to test the hypotheses and provide actionable insights. The results indicate a significant positive correlation between E-WOM and purchasing intention, with brand credibility partially mediating this relationship. Among the dimensions of E-WOM, source expertise and trustworthiness were identified as key drivers of consumer trust, while higher message volume and positive valence further amplified purchasing intentions. These findings highlight the importance of brand credibility and consistent digital communication in building trust, ultimately influencing Generation Z’s purchasing behavior within Sri Lanka’s e-commerce sector. However, the study has some limitations. The focus on Sri Lanka's Western Province limits the generalizability of the findings to other regions, including suburban areas. The cross-sectional design also restricts the ability to observe long-term changes in consumer behavior. Furthermore, by exclusively concentrating on E-WOM and brand credibility, the study overlooks other potential factors, such as cultural nuances or digital literacy, which could provide further insights into consumer behavior in emerging markets. Despite these limitations, the study offers significant theoretical and practical contributions. Conceptually, it advances the understanding of E-WOM as a critical driver of purchasing intention, while elucidating the mediating role of brand credibility in this process. From a practical perspective, the findings offer valuable guidance for e-commerce businesses aiming to enhance consumer engagement and loyalty. By prioritizing trust-building through credible and consistent E-WOM strategies, businesses can effectively influence Generation Z’s purchasing behavior. Future research could build on these findings by employing longitudinal designs, exploring additional mediators, and expanding the scope to include diverse geographic and cultural contexts.