Symposia & Conferences

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Influence of Social Media Content Marketing on Brand Evangelism Towards Fashion Brands: Mediating Role of Brand Love Among Gen Z
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarath, S. R. R. T.; Dissanayake, D. M. R.
This study examined the influence of social media content marketing on brand evangelism in the Sri Lankan fashion industry, focusing on the mediating role of brand love among Generation Z (Gen Z) consumers. With their digital-native background, Gen Z represents a key demographic that interacts deeply with brands on platforms like Instagram and TikTok. These platforms provide opportunities for brands to connect with their audience through interactive and visually appealing content. A quantitative research approach was employed, using structured online questionnaires to collect data from 305 Gen Z respondents in Sri Lanka. Statistical techniques such as regression, mediation, and correlation analyses were used to examine the relationships between social media marketing strategies, brand love, and brand evangelism. The findings demonstrate that social media content marketing significantly impacts both brand love and brand evangelism. Key drivers of these relationships include authentic storytelling, influencer collaborations, visually appealing content, and user-generated contributions. Brand love emerged as a critical mediator, amplifying consumer advocacy behaviors. The study underscores the importance of creating emotionally engaging and value-driven social media content that resonates with Gen Z consumers. Furthermore, it highlights how platforms like Instagram and TikTok can be strategically used to foster emotional connections, enhance brand loyalty, and drive advocacy behaviors such as word-of-mouth promotion. The research emphasizes that brands should adopt strategies that align with Gen Z's values, such as transparency, sustainability, and inclusivity. These elements are crucial for fostering trust and emotional attachment, which are necessary precursors to brand evangelism. By creating content that reflects shared values and engaging directly with consumers through interactive formats, fashion brands can build meaningful relationships with Gen Z. However, the study also identifies limitations. The research is geographically confined to Sri Lanka's fashion industry and focuses exclusively on Gen Z consumers. The reliance on self-reported data and the cross-sectional nature of the study limits its generalizability and ability to infer causality. Future research could explore additional mediators, cross-cultural comparisons, and longitudinal designs to provide a more comprehensive understanding. Conclusively, this study contributes knowledge for applications for fashion brands linked with the marketing applications of social media marketing, brand love, and consumer advocacy. It emphasizes the necessity for Sri Lankan brands to harness social media's full potential, bridging emotional connections with Gen Z to achieve long-term brand loyalty, advocacy, and sustained market relevance.
Impact of TikTok Content on TikTok Virality: The Mediating Role of Emotional Triggers in the Sri Lankan Fashion Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, L. A. S. N.; Bandara, B. S. S. U.
This study examines the impact of TikTok content on its virality, with a focus on the mediating role of emotional triggers in the Sri Lankan fashion industry. As TikTok continues to redefine digital marketing strategies, particularly in visually driven industries like fashion, understanding how emotional appeal influences content virality is critical. This research explores how fashion brands in Sri Lanka leverage TikTok, assessing the platform’s effectiveness in capturing consumer attention and driving engagement through emotionally compelling content. A quantitative research approach was adopted, collecting primary data from 385 TikTok users who frequently engage with content related to Sri Lankan fashion brands. A structured questionnaire was administered using a non-probability convenience sampling technique. Data were analyzed using descriptive statistics, correlation analysis, and regression modeling via IBM SPSS Statistics 25. The study’s conceptual framework examines the interrelationships between TikTok content, emotional triggers, user engagement, and content virality. Findings reveal that emotional triggers play a crucial role in determining TikTok content virality. Content that evokes strong emotional responses enhances user engagement, leading to higher brand recall and consumer interaction. The study confirms that emotional triggers mediate the relationship between TikTok content and its viral reach, reinforcing prior research that highlights emotional attachment as a key driver of social media marketing effectiveness. This demonstrates that content designed to provoke emotions whether through humor, inspiration, nostalgia, or excitement—can significantly enhance brand visibility and consumer loyalty. However, the study acknowledges several limitations. The sample size of 385 respondents, while statistically adequate, may not fully capture the diversity of TikTok users in Sri Lanka across different demographics and geographic regions. Additionally, the research focuses exclusively on TikTok, limiting the applicability of findings to other social media platforms. The study also centers on the fashion industry, meaning results may not be directly transferable to other industries. Future research could expand the scope by examining multiple social media platforms and exploring cross-industry comparisons to enhance external validity. This study provides significant implications for both academic research and industry practice. Theoretically, it expands existing literature on social media marketing, specifically by examining the role of emotional triggers in content virality. Practically, the findings offer valuable insights for fashion marketers seeking to optimize their TikTok strategies. By crafting emotionally engaging content, brands can enhance consumer engagement, increase brand exposure, and drive long-term customer loyalty. Marketing practitioners can utilize these insights to design content that elicits strong emotional responses, thereby maximizing virality and digital marketing effectiveness.

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