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 Influence of Social Media Advertising on Travel Decisions with the Moderating Effect of Travel Motivation; Study on Millennials and Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandakulani, A. M. Y.; Dissanayake, D. M. R.Millions of people around the world have been using social media to both inspire and plan their travel destinations. Perhaps, it is safe to assume that millennials and Gen Z are heavily reliant on social media influencers for their travel decisions. The purpose of this is to look at the effect of social media advertising on travel decisions and how travel motivation acts as a moderator. Furthermore, it investigates other ad elements specifically addressing how ad formats, Ad content, and ad engagement affect travel decision choices made by people, thus bridging an existing gap in the current body of literature about the subject of advertising. This study produced primary data through a structured questionnaire and convenience sampling from 434 respondents in a quantitative manner. In particular, descriptive statistics, correlation, and regression analysis consisting of 30 in IBM SPSS Statistics were used in data analysis, to provide a clearer interrelationship of variables in question. The findings concluded that travel decisions are affected by social media advertisements. This study was able to identify certain elements of advertising and marketing, such as ad content, engagement, and format which are influential when connecting consumers' behaviour with marketers. Even more, travel motivation was found to moderate the connection and thus increase the usefulness of social media advertising effectively to influence travel behavioral decisions. This study is limited by reliance on convenience sampling and self-reported information, which may introduce biases. Further, the focus on Millennials and Gen Z in a specific geographical area limits the generalizability of the findings to other demographic groups and settings. Conclusively, this study contributed to both theoretical and practical implications aligning social media advertising approaches with user preferences and motivations. Businesses operating in the travel industry could use the insights to develop tailored campaigns that could increase engagement, influence travel decisions, and foster long-term loyalty. Future research will examine the effects of emerging digital platforms and include a range of demographic and cultural settings to increase the generalizability of these findings.Item Impact of Social Media Influencers’ Credibility on Consumer Purchase Intention with Special Reference to the Beauty and Personal Care Industry among Females of Gen Z in Sri Lanka: with the Mediating Effect on Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hulangamuwa, R. R. W. G. D. P.; Dissanayake, D. M. R.The personal care industry of Sri Lanka is features with significant dynamics whilst sector specific managerial and practical issues are also found due to market volatility. Accordingly, this study examines the impact of social media influencers’ credibility on consumer purchase intentions, with a focus on Gen Z females in Sri Lanka’s beauty and personal care industry. It investigates how influencers’ credibility characterized by attractiveness, trustworthiness and expertise affects brand trust and subsequently shapes purchasing behavior. The research aims to bridge empirical and practical gaps in understanding the mediating role of brand trust in influencer marketing within the Sri Lankan context. A quantitative research approach was employed, utilizing a structured questionnaire distributed among Gen Z females in Sri Lanka. The questionnaire measured influencers’ credibility, brand trust, and purchase intentions using a five point Likert scale. Data analysis involved correlation and regression tests to examine relationships among the variables, with special attention to the mediating effect of brand trust. The results demonstrate a significant positive relationship between influencers’ credibility and both brand trust and purchase intention. Brand trust was confirmed as a partial mediator, enhancing the direct effect of influencer credibility on purchase intention. These findings align with prior studies while emphasizing the critical role of influencers in shaping consumer perceptions and behaviors in the Sri Lankan beauty and personal care market. The study focuses exclusively on Gen Z females in Sri Lanka’s beauty and personal care sector, limiting the generalizability of findings to other demographics, industries, or cultural contexts. Furthermore, the rapid evolution of social media platforms and marketing strategies may influence the long-term applicability of the results. Theoretically, the study contributes to evaluate how influencer marketing could result in purchase intention whilst searching the power of brand trust as a mediating mechanism. As per the research context examined, this study offers actionable insights for marketers, emphasizing the need to collaborate with credible influencers to enhance brand trust and purchase intentions. Future research could further examine cross industry applications and the role of content quality and engagement metrics in influencer credibility.Item Effectiveness of Social Media Influencer Credibility on Brand Loyalty towards Shampoo Brands: Testing the Mediating Effect of Brand Trust among Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, W. P. S. H.; Dissanayake, D. M. R.This research investigates how social media influencer credibility impacts on brand loyalty towards shampoo brands testing the mediating impact on brand trust. Aligning to the research gap found with empirical evidence. And the study was aimed at Gen Zs who are tech savvy and are usually getting exposed to social media influencers. This motivation came about because, while an increasing number of businesses use social media influencers to promote their products, little is known regarding how effective this communications strategy is for certain product categories, such as personal care items. Thus, a systemic study was carried out to examine the relationship between brand loyalty and the three main elements that make influencers credible sources. Alongside, level of expertise, reliability, and attractiveness were examined as the inclusion of the credibility of influencers. A quantitative study was employed followed by a deductive approach to address the research questions. Alongside, 385 respondents found within Gen Z, born from 1997 to 2012, were picked through convenient sampling method. The survey was executed to assess the key concepts of social media influencers' perceived trustworthiness, expertise, and attractiveness; brand trust; and brand loyalty. Responses were analyzed by using IBM SPSS software after testing assumptions. The findings of the study reveal that each factor of the credibility of the influencer (namely, trustworthy, expertise, attractive) has a significant positive mediatory effect on brand loyalty. This illustrates the importance of these characteristics in consumer decision-making. According to this study, brand trustworthiness is a determining factor in the effect of influence credibility on brand loyalty. This implies that though the relationship between an influencer's creditability and the brand loyalty is itself strong, the trust toward the brand elevates the relationship to a much greater level. The study also found that brand loyalty might be formed without brand trust. However, if trust and credibility are combined, it will be a more accurate way to establish brand loyalty. These findings have real-world uses for marketers to select and manage influencers to result brand loyalty in the competitive market. However, this study focused on the shampoo industry and Gen Z consumers in Sri Lanka, limiting the generalizability of findings to other products, age groups, or regions. The cross-sectional design restricts analysis of long-term effects, such as sustained brand loyalty or the impact of prolonged influencer marketing. Additionally, the study does not address emerging social media trends or platform-specific dynamics that could influence Gen Z engagement with influencers. Variables like perceived quality and emotional attachment, which may significantly mediate the relationship between influencer credibility and brand loyalty, were not explored. The rapid evolution of social media platforms and the freshness of this research area further limit the applicability of conclusions over time. Future research could address these gaps by examining other mediators, diverse products, and demographics, as well as the long-term effects of influencer marketing on brand loyalty and trust. This study has both theoretical and practical implications. Theoretically, it enhances understanding of the relationship between influencer credibility, brand trust, and loyalty, focusing on Gen Z consumers. By introducing brand trust as a mediating variable, it deepens insights into the role of influencer marketing in shaping consumer loyalty, contributing to frameworks like Source Credibility Theory and Social Influence Theory. Practically, the findings guide marketers in selecting authentic influencers and crafting relevant content to build Gen Z loyalty. Emphasizing trust, credibility, and attractiveness in influencer marketing strategies ensures alignment with brand values and fosters long-term engagement. The study confirmed the importance of trust as a mediator between brand attitude and purchase intentions. Accordingly, future research could examine the impact of influencer’s credibility on other product categories, whilst determining the effect of deference demographic factors within the variable framework.