Symposia & Conferences
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Item The Impact of Online Communities and E-Word of Mouth on E-Purchase Intention of Gen Z: The Mediating Role of E-Brand Trust in Online Fashion Industry Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, M. K. H.; Dissanayake, D. M. R.This study examines the impact of online communities and electronic word of mouth (E-WOM) on e-purchase intention (E-PI) of generation Z consumers in Sri Lankas online fashion industry with the mediating effect of e-brand trust (E-BT). The research aims to address the gap in understanding how gen Z consumers influenced by digital interactions in making e-purchase decisions in the context of Sri Lanka’s e-commerce and other online fashion sector, by analyzing the interactions of online community engagement and electronic word of mouth credibility and e-brand trust the study provides insights in to factors which drive online purchase behavior of gen z’s addressing the key problem of building e-brand trust and engagement in the competitive online fashion market. The study followed a quantitative research design, and survey data were collected through a self-administered questionnaire from selected sample of 305 individuals who represents the Gen Z consumers who shop for fashion items online and residing at all the provinces in Sri Lanka majoring the western province. The final dataset was analyzed by using SPSS-23 version. The statistical analysis found a significant positive impact of electronic word of mouth on e-purchase intention and the e-brand trust mediates the relationship between electronic word of mouth and e-purchase intention. Furthermore, it revealed that online communities also have a significant positive impact on e-purchase intention and e-brand trust mediates the relationship between online communities and e-purchase intention. The study highlights the pivotal role of electronic word of mouth as a digital tool for fostering digital trust and encouraging purchase intentions in digital platforms in the competitive online fashion industry, The sample is limited to gen Z consumers in Sri Lanka confining the generalizability of findings to the other demographics or regions and also the study focuses on the online fashion industry leaving the scope to explore the other ecommerce sectors. The study contributed to the theoretical knowledge by expanding the understanding of electronic word of mouth and online community dynamics in influencing gen Z's electronic purchase intentions in the relevant context. The findings paved the way for actionable insights for marketers emphasizing the need to build strong online communities and leveraging credible electronic word of mouth to enhance the e-brand trust and drive sales acquisitions to acquire a new consumers by highlighting gen Z as a main key area to consider, making digital presence more active than ever with significant impact to potential growth of business by leveraging digital assets effectively, Study could explore the comparative studies across different demographics or investigate other industries to validate and expand these findings. This research fills the gap in the existing literature and provides valuable insights to organizations that use digital platforms majoring in social media as communication tools.Item 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.Item Exploring the Impact of Influencers on Brand Trust in Cosmetic Brands: Examining the Mediating Role of Perceived Influencer Credibility and the Moderating Effect of Brand Experience in the Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarathne, A. I. U.; Udovita, P. V. M. V. D.This study examines the impact of influencers on brand trust in Sri Lanka’s cosmetic industry, focusing on the mediating role of perceived influencer credibility and the moderating effect of brand experience. The research explores how influencer characteristics—expertise, trustworthiness, and attractiveness—shape consumer perceptions, with perceived influencer credibility acting as a bridge to foster trust. Grounded in the Source Credibility Theory and Brand Experience Model, the study addresses gaps in understanding the interplay between influencer attributes, credibility, and brand trust, offering localized insights into effective influencer marketing strategies. A quantitative, cross-sectional research design was adopted under a positivist philosophy. Primary data were collected through a structured questionnaire from 295 respondents in the Western Province, ensuring a diverse and trend-sensitive sample. Descriptive statistics characterized the demographic profile, while inferential analyses, including regression and structural equation modeling, tested hypotheses and explored the relationships between influencers, perceived credibility, brand trust, and brand experience. Ethical considerations such as informed consent and data confidentiality were strictly maintained. The findings confirm that perceived influencer credibility significantly mediates the relationship between influencers and brand trust. Influencer attributes—expertise, trustworthiness, and attractiveness—positively impact consumer confidence in endorsed brands. Additionally, brand experience moderates this relationship, where positive brand experiences enhance the trust-building effect of credible influencers, while negative experiences weaken this effect. These results underscore the importance of combining influencer marketing with strong brand experiences to build lasting consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting its generalizability to other regions and industries. The cross-sectional design prevents an analysis of long-term trends in consumer behavior. Furthermore, reliance on self-reported data introduces potential biases, and the exclusive use of quantitative methods limits an in-depth exploration of emotional and psychological aspects of brand trust. Theoretically, this research extends the Source Credibility Theory by emphasizing the mediating role of perceived influencer credibility in trust formation. It also integrates the Brand Experience Model to highlight the moderating influence of experiential factors. Practically, the findings suggest that cosmetic brands should collaborate with influencers who demonstrate strong credibility and alignment with brand values. Additionally, delivering consistent and engaging brand experiences can amplify the effectiveness of influencer endorsements. Future research could explore additional moderating factors, such as cultural influences or technological advancements like virtual influencers, using longitudinal and mixed-method approaches for a deeper understanding of influencer marketing dynamics.Item Electronic Word of Mouth (E-WOM) Influences Consumers’ Purchase Intentions for Herbal Cosmetic Products: Mediating Role of Brand Image with Special Reference to Facebook Users in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kavindi, H. P. N.; Subasinghe, S. M. A. N. M.This study investigates how E-WOM influences consumer purchase intention regarding herbal cosmetic products, with a mediating role of brand image. The research addresses an extremely important problem, even though the global herbal cosmetics market is growing fast, it is little known how digital interaction-specifically the E-WOM-affects consumer purchasing decisions regarding purchases made within a Sri Lankan context. The research effort places itself within the existing literature probing how dimensions of E-WOM quality, quantity, and credibility interact with brand image to shape purchase intentions. Addressing these gaps, this study contributes to a refined understanding of digital consumer behavior and hence provides actionable insights for marketers in the herbal cosmetics sector. The research design is quantitative, and the required responses were measured through a structured questionnaire among 403 Facebook users in Sri Lanka. A total number of survey participants or questionnaire responders would be comprised of convenience sampling from existing users exposed to herbal cosmetic products in general. In this conceptual model, E-WOM would then represent an independent variable, and purchase intention is the dependent variable. Therefore, the brand image represents the mediating variable. Likewise, data analysis will be executed in correspondence with IBM SPSS Statistics 25. Further analysis of descriptive statistics is necessary for correlation and regression analysis. For an adequate analytical approach, the association among all these variables has been thoroughly checked to make sure the extracted insights on consumer behavioral dynamics turn out reliable. Results validate that E-WOM will have a great influence on the purchase intention of consumers. This study found, that e-WOM Quality Increasingly accurate, reliable, and useful information increases consumers' trust and decreases uncertainty. It leads to a higher purchase intention E-WOM Quantity The greater the number of reviews and discussions, the more diversified opinions will be, which allows consumers to gain confidence in making decisions. E-WOM Credibility, Credibility, and authenticity of online reviews shape consumer attitude. In this relationship, brand image appeared as an important mediator that enhances the positive influence of E-WOM on purchase intention. When the brand image is trustful, well-known, and with positive associations, it enhances the effect of digital word-of-mouth communication. These findings also compare to the wider knowledge of E-WOM impacts from relevant past studies in other industries, hence extending the insights to the specific herbal cosmetics market. Though the study provides valuable insights, it is not without limitations. The convenience sample may affect generalizability since the sample may not be representative of the wider population. The research has only been conducted on the social media site 'Facebook', thus narrowing the scope of the studies, and maybe other platforms such as 'Instagram' or 'Twitter' may have various ways in which consumers interact. The design is cross-sectional, and it cannot allow changes in consumer behavior to be assessed over time. Such limitations may be overcome by the adoption of longitudinal designs in future studies, extending the research to multiple social media platforms. The contribution brought about by this study is both theoretical and practical. Theoretically, the research has enriched knowledge of the dimensions of E-WOM and their relationship with brand image. It proposes a framework that can be useful in other niche markets as well. It underlines the role that brand image has played to date as a mediating factor in digital interactions and consumer behavior. Results give actionable practical ways in which marketers can use the herbal cosmetics industry. Therefore, companies are encouraged to generate E-WOM content that is of high quality, credible, and engaging, while building their brand image through transparent communication, ethical sourcing, and in line with values that mean something to the consumers. These will impart further strength to E-WOM campaigns. The present study will also provide a platform for further studies in the domain by investigating other mediating variables like consumer trust or perceived effectiveness of the product and the extension of the study to cross-cultural settings.Item RAISING BRAND AWARENESS THROUGH SOCIAL MEDIA MARKETING STRATEGY (WAM - WORLD AROUND ME APP - CASE STUDY).(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Gancho, S.This article presents an in-depth case study on how an unknown small start-up tech company with several augmented reality apps transforms itself into an award-winning best-selling app company by raising awareness through a cross-platform social media marketing strategy. Interacting with costumers and potential costumers in different social media platforms helped the company’s portfolio brand raise awareness, engagement and increase interaction with its different audiences. The study focuses on one of the company’s portfolio brand, an augmented reality app that enables you to explore the world around you. Study results show that having an online presence in social media platforms greatly benefited the company’s app sales and helped increase brand awareness. Interacting with costumers directly with an in-house design strategy, in different social media platforms, helped raise awareness for the app, generated engagement with costumers and potential costumers and increased interactions with its audiences which helped increase sales as well. The social media marketing strategy also helped create “buzz” within the tech community and allowed for more partnerships and investment.Item DOES SOCIAL MEDIA IS AN EFFECTIVE MARKETING TOOL? A STUDY ON FASHION APPAREL BRANDS.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Fernando, P.I.N.Social media is one of the modern tools to connect people around the world, make relationships regardless of the region as well to marketing products and services. Social Media platforms as Facebook play a vital role within Sri Lanka to pass the message to consumers regarding new trends and products offered by marketers. Traditional modes on marketing still contribute a significant portion from the budget even though the modern technologies let consumer attractions in different angels. The objective of this research to assess impact of firm generated and user generated communication on purchase intention referring the Facebook. The research focused on fashion apparels brands market through the social media platform. Sample consisted with 100Facebook users that already liked at least one fashion apparel brand and standardized online-survey has conducted to collect the primary data. Results revealed the User Generate Communication and Firm-Generated Communication have a positive relationship with brand equity and Brand equity has positive relationship with purchase intention. Accordingly findings revealed user generated communication exhibits higher impact on brand equity compared to firm generated communication. Hence the Social Media Marketing could be used as an effective marketing tool in fashion apparel brands that market in Sri Lanka. As recommendations, the fashion apparel marketers need to develop social media platforms to generate more user contents, combining traditional marketing tools with social media, create a dialog between consumers and potential consumers and open for online purchasing platforms through Social Media platform and online payment systems could be highlighted.Item The Relationship between Social Media Marketing Activities and Consumer Purchase Intention: A Study with Special Reference to Mobile Telecommunication Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Arachchi, L.A.C.P.L.; Medis, A.Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships and the social web has presented a new form of communication through social media which allow people to interact and converse with each other. This presents marketers with the opportunity to affect consumers purchase intention through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase intention. The main objective of this research that follows is to identify the relationship between social media marketing activities and consumer’s purchase intention. The significance of this research study is that marketing communications has taken on a different dimension with the growth of online market places and the natural engage in social media marketing.Item A Study on Impact of Social Media Marketing Of Fashion Retailer Brands in Sri Lanka on Customer Purchase Intention.(Department of Marketing Management, University of Kelaniya, 2017) Wijegunawardhana, S.M.; Weerasiri, R.A.S.Due to the high competition of the fashion industry and the rapidly changing customer trends a fashion market has been challenging to the marketers like never before. The degree of customer involvement in the social media has further revoked industry by opening more avenues to the marketers while challenging them at the same time by making customers more knowledgeable and powerful. The purpose of this study to check how this social media marketing is actually affects the overall purchasing decision dynamics of the customers. This is an exploratory research; a pre tested questionnaire distributed among 100 young adults who purchase clothing with the use of convenience sampling technique to capture data for the study. The analysis of the study attempts to find whether social media usage affect purchase intention of fashion related products. The findings clearly states that more than 60% of the respondents are engaging with the social media posts of fashion retail outlets in Sri Lanka.. So this gives an idea if these social media posts are creating more impressions that its reach. So there is a chance of these social media posts making sales not only to their followers list but to others as well.Item A Study on Impact of Building Brand Awareness of Fashion Retailer Brands Using Social Media in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Madusanka, K.A.D.; Gayathree, D.A.P.G.K.Social media has been identified as one of the most innovative and impactful communication tools which facilitate two way communications. This 2 way communication makes the brand visibility and trust far better than traditional marketing communication methods. On the background of this, a research problem can be identified with special reference to fashion retailer industry in Sri Lanka. “How does the social media marketing effect on brand awareness when selecting a fashion retailer brand” The purpose of this research is to critically analyze the social media marketing practices which effect to consumers brand awareness when selecting a fashion retailer in Sri Lanka. The data required for the study will be collected from both primary and secondary sources. A structured questionnaire will be used to collect data in a formation. The sample for this study is going consider as a 100 respondents (Covering Colombo, Gampaha and Kaluthara areas) Collected data will be analyzed and interpreted to identify the solution for the research objectives. Since this is quantitative research findings will be interpreted using Bar charts, Pie charts and line charts and it will be more convenient to understand the weightings. The SPSS research analysis system will be used to analyze the research. There are 5 hypotheses have been tested and interpreted separately. According to the data collected, all hypotheses are proven and a conclusion can be taken as there is an impact to brand awareness of fashion retailer brands by the social media marketing activities. Thus it can be concluded that use of social media marketing on this industry and other related and similar industries will build brand awareness of the customersItem The Impact of Social Media Marketing on Brand Loyalty (the case in tourist hotel).(Department of Marketing Management, University of Kelaniya, 2016) Perera, P.K.D.P.; Herath, Renuka.Tourism is one of most emerging industry in day‘s context. It has widely spread around the every corner of the world. It has able to be a strong source of income for many. Countries such as Brazil, India, China and Sri Lanka social media play a vital role in of promoting the tourism destinations obtaining benefits from this emerging industries and most of the foreign and local tourist‘s use social media as a key information source and they are very assure about the information provided via social media. Social media has created a platform of two way communication and third part can involve with communication by reviewing the ratings and sharing experiences. It leads to improve brand trust and brand loyalty of the companies. Against such a background this study is focused on to understand the social media marketing on brand loyalty in tourist hotels Therefore the main objective of this study is to Identify and critically evaluate the social media marketing practices which effects on brand loyalty Both primary and secondary data were used for this research. Sample for the study was 100 and a structured questionnaire was the instrument for data collection. Using Excel and SPSS data has analysed. sspecially the regression analysis was carried out to identify the relation between the social media marketing and the brand loyalty in the tourist hotels and other descriptive tools such as frequency counts, mean scores, percentages and standard deviation were also calculated to get and overall idea.