Symposia & Conferences

Now showing 1 - 3 of 3

The Perceived Credibility of Ambient Marketing Activities on Consumer Purchasing Intention: Examining the Mediation of Consumer Attitudes Towards International Fast-Food Franchises in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, T. A. N.; Gunawardane, W. A. D. N. R.
Ambient marketing is a creative advertising strategy where companies use unconventional environmental media to interact with their customers and make lasting impressions. Unlike traditional advertising, ambient marketing allows for brand connection by blending in with the everyday surroundings while adding a surprise factor. Furthermore, it assesses the mediating role of consumer attitude, which is one of the critical gaps in the current literature on the effectiveness of ambient marketing within the fast-food sector. A positivistic, quantitative research design was employed to achieve the research objectives. Data were collected through a structured, self-administered questionnaire administered online to 408 Sri Lankan consumers who are familiar with ambient practices in the fast-food industry. The study results indicate that perceived credibility significantly relates to consumer purchasing intentions. More precisely, trustworthiness and expertise were crucial in determining consumer perceptions about ambient marketing campaigns. The consumer attitude proved to mediate this relationship, though differently for both trustworthiness and expertise. In the case of trustworthiness, partial mediation was observed, implying that consumer attitude enhanced the relationship that already existed between perceived credibility and purchasing intention. In turn, expertise exhibited the full mediation effect, with consumer attitude fully mediating perceived expertise and purchasing behaviour. The current research addresses the significant theoretical gap by connecting ambient marketing activities and consumer purchasing intention in the fast-food sector, particularly in Sri Lanka. It extends the literature by emphasising the mediating role of consumer attitude and provides empirical evidence of the importance of trustworthiness and expertise in unconventional marketing strategies.
Impact of In-App Advertisements on Gen Z's Purchase Intention with the Mediating Effect of Consumer Attitudes: with Special Reference in Sri Lankan Mobile Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidushana, W. G.; Subasinghe, S. M. A. N. M.
This study intends to investigate the influence of in-app advertising on the purchase intentions of Generation Z, focusing on the Western Province of Sri Lanka while emphasizing the mediating role of consumer attitudes. The goal of this research is to close the knowledge gap regarding how Gen Z consumers respond to customized digital advertising tactics in an emerging market setting. Utilizing theories like the Media Richness Theory and the Elaboration Likelihood Model the study looks into things like social influence user experience personalization and ad content and design. A structured questionnaire was used in this quantitative study and 385 members of Generation Z answered it. SPSS software was used to analyze the data using regression correlation and descriptive statistics. According to the results, purchase intentions are strongly influenced by user experience, personalization, and social influence. Because consumer attitudes mediate these relationships it is crucial to create ads that appeal to the target audience’s emotions and social sensibilities. These findings highlight how important it is to create engaging and culturally relevant in-app ads to successfully grab Gen Z’s attention. The study does have certain drawbacks though such as its concentration on a particular demographic and geographic group its use of self-reported data and its quantitative methodology that ignores qualitative viewpoints. To comprehend the changing impact of in-app advertising these limitations point to possible directions for future research such as using mixed-method approaches and examining longitudinal trends. From a practical standpoint, this study provides policymakers app developers, and marketers with useful suggestions. Advertising that seamlessly integrates with the user experience uses dynamic personalization and makes use of social proof should be given priority by marketers. Contributions to theory include advancing our understanding of consumer behavior and the function of digital media in developing economies which lays the groundwork for future research on the dynamics of advertising in comparable cultural contexts. According to the study's findings, in-app advertising can be made more effective and substantially contribute to the conversation around digital marketing in emerging economies by strategically emphasizing personalization, emotional engagement, and awareness of sociocultural quirks.
Consumer Attitudes toward Mobile Advertising: With Special Reference to Fast Food Industry.
(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Wijesundara, C. B.; Hennayake, H. M. G. Y. J.
The rapid proliferation of mobile phones has created a new channel for mobile marketing. The use of Short Messaging Service to access customers through mobile devices is gaining popularity. In Sri Lanka, most of fast-moving food companies are using Short Messaging Service to reach their customers. However, little has been done to investigate the attitudes towards SMS as an advertising tool. Therefore, the purpose of this study is to examine the factors influence on consumer attitudes toward mobile advertising. Data was collected through a sample of 200 respondents from Colombo District. A deductive approach was employed to construct the conceptual framework, and accordingly, hypotheses were formed. The hypotheses were tested using Co-relations. Findings revealed that credibility and permission-based advertising of the mobile advertisements have a greater impact on consumer attitude towards mobile advertising. Managerial implications and the research propositions were suggested for the mobile marketing sphere at the conclusion.

Symposia & Conferences

Browse

Filters

Settings

Sort By

Results per page

Search Results