Symposia & Conferences
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Item The Impact on Green Marketing Practices on Green Brand Loyalty: The Moderating Role of Environmental Knowledge with Special Reference to Sri Lankan Supermarkets(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Premarathna, S. M. M. K.; Udovita, P. V. M. V. D.This study examines the impact of green marketing practices on green brand loyalty in Sri Lankan supermarkets, with a specific focus on the moderating role of environmental knowledge. While green marketing has been extensively studied in developed economies, research in emerging markets like Sri Lanka remains limited. This study aims to fill this gap by analyzing how consumer awareness of environmental issues influences their loyalty to brands engaging in sustainable marketing practices. The findings provide insights into how businesses can tailor green marketing initiatives to different consumer knowledge levels to enhance long-term brand commitment. A quantitative research methodology was adopted to investigate the relationships among green marketing practices, environmental knowledge, and brand loyalty. Data were collected from 384 supermarket consumers in urban centers across Sri Lanka using a structured questionnaire. The survey measured consumer perceptions of green marketing, their environmental knowledge, and brand loyalty using validated scales. Statistical analyses, including regression and moderation analysis, were conducted using SPSS to evaluate direct and moderating effects. The results indicate a significant positive relationship between green marketing practices and green brand loyalty. Furthermore, environmental knowledge moderates this relationship, with consumers possessing higher environmental awareness demonstrating greater loyalty to brands engaged in sustainable marketing initiatives. These findings highlight the strategic importance of consumer education in enhancing the effectiveness of green marketing strategies. While urban consumers responded positively to sustainability efforts, their level of environmental knowledge played a crucial role in determining brand loyalty. The study is limited to urban consumers, potentially overlooking the perceptions and behaviors of rural populations who may have different levels of environmental awareness and purchasing power. The reliance on self-reported data introduces the risk of social desirability bias, where participants may overstate their environmental knowledge or loyalty. Additionally, the cross-sectional nature of the study prevents an analysis of changes in consumer behavior over time. Theoretically, this study contributes to the green marketing literature by demonstrating the moderating role of environmental knowledge in shaping brand loyalty. It extends existing theories by showcasing how consumer awareness influences sustainable marketing effectiveness in a developing economy. Practically, the study offers actionable recommendations for supermarket retailers and marketers. Investing in consumer education initiatives, such as product labeling, in-store promotions, and sustainability campaigns, can enhance the impact of green marketing strategies and foster long-term customer loyalty. Future research could explore the role of digital platforms in promoting green marketing or examine variations in consumer responses across different retail sectors.Item The Impact of Social Media Influencers on Consumer Engagement with Special Reference to International Education Consultancy Industry in Western Province: A Mediating Effect of Attitude Towards the Social Media Influencers(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Liyanage, V. H. S. P.; Udovita, P. V. M. V. D.This study examines the impact of social media influencers (SMIs) on consumer engagement in the international education consultancy industry in Sri Lanka’s Western Province. It explores the mediating role of consumer attitudes towards SMIs in bridging the gap between high consumer awareness and low engagement. The study identifies key influencer attributes—attractiveness, expertise, trustworthiness, and engagement quality—and assesses their influence on shaping consumer attitudes and engagement, contributing to effective marketing strategies in student recruitment. A quantitative research approach was adopted, utilizing a structured survey instrument to collect primary data from 369 respondents in the Western Province. The conceptual framework links SMI characteristics, consumer attitudes towards SMIs, and customer engagement. Data were analyzed using IBM SPSS Statistics 25 through multiple regression models, correlation analysis, and descriptive statistics to evaluate the mediating role of consumer attitudes. The results indicate that SMIs significantly influence consumer engagement in the international education consultancy industry. Attractiveness, expertise, and trustworthiness emerged as key predictors of favorable consumer attitudes, which, in turn, mediated the relationship between SMIs and consumer engagement. These findings align with previous research, reinforcing the effectiveness of personalized and relatable influencer marketing in fostering deeper consumer connections. The study highlights SMIs’ potential to enhance engagement by bridging the gap between consumer awareness and action. The study is geographically limited to the Western Province, restricting the generalizability of findings to other regions or industries. Additionally, by focusing solely on the international education consultancy sector, the research does not account for variations in influencer marketing effectiveness across different industries. A longitudinal approach could be employed in future research to examine the long-term effects of influencer marketing on engagement. Theoretically, this study contributes to the literature on social media influencer marketing by demonstrating the mediating role of consumer attitudes in driving engagement. Practically, the findings offer actionable insights for marketers in the international education consultancy sector. Organizations can enhance engagement by collaborating with credible, relatable influencers who align with their target demographic’s values and needs. This study provides a strategic framework for optimizing influencer partnerships to foster consumer trust, improve return on investment, and strengthen long-term customer relationships.Item The Impact of Greenwashing on Brand Trustworthiness of the cosmetic industry in western province Sri Lanka: The Mediating Role of Environmental Consciousness(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Krishantha, G. H. H. S.; Udovita, P. V. M. V. D.With the rising demand for eco-friendly products in Sri Lanka, particularly in the Western Province, the cosmetics industry has witnessed a shift towards sustainable and organic offerings. However, greenwashing—misleading marketing practices that exaggerate a brand’s environmental efforts—has raised concerns about brand trustworthiness. This study examines the impact of greenwashing on brand trust in the Sri Lankan cosmetics industry, emphasizing the mediating role of environmental consciousness. It hypothesizes that consumers with higher environmental awareness are more negatively affected by greenwashing, leading to reduced trust in cosmetic brands. A quantitative research approach was employed, using a structured questionnaire to collect data from a sample of consumers in the Western Province. The survey assessed consumer perceptions of greenwashing, environmental awareness, and brand trustworthiness. Statistical analyses, including regression analysis, were conducted to examine relationships between variables and evaluate the mediating role of environmental consciousness. The results indicate that greenwashing has a significant negative impact on brand trustworthiness. Additionally, environmental consciousness partially mediates this relationship, suggesting that consumers with higher environmental awareness are more sensitive to greenwashing’s adverse effects on brand reputation. These findings underscore the importance of transparency in sustainability claims and the need for genuine environmental practices to maintain consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting the generalizability of findings to other regions or industries. Additionally, the cross-sectional research design limits the ability to establish causal relationships over time. The findings provide valuable insights for multiple stakeholders. Consumers will gain awareness of greenwashing tactics, enabling them to make more informed purchasing decisions. Cosmetic brands can use these insights to develop authentic, sustainability-driven marketing strategies that enhance trust and credibility. Policymakers can leverage the findings to implement regulations that discourage greenwashing and promote genuine eco-friendly business practices.Item The Impact of Buy Now Pay Later (BNPL) Payment Methods on Impulsive Buying Behavior: The Moderating Role of Financial Literacy in the Context of E-Commerce Platforms in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Abeysundara, R. H. J. D.; Udovita, P. V. M. V. D.With the rapid adoption of Buy Now Pay Later (BNPL) payment methods in Sri Lanka’s e-commerce sector, this study examines their impact on impulsive buying behavior, focusing on the moderating role of financial literacy. While BNPL services provide financial flexibility and convenience, they also encourage impulsive spending by lowering perceived financial barriers. However, the extent to which financial literacy mitigates these tendencies remains underexplored, particularly in emerging economies. Grounded in the Theory of Planned Behavior (TPB) and the Technology Acceptance Model (TAM), this study investigates the behavioral drivers behind BNPL adoption and impulsive buying tendencies. It also considers Sri Lanka’s unique socio-economic and cultural factors that influence consumer behavior. The findings provide insights for policymakers, e-commerce platforms, and financial institutions to promote responsible BNPL usage and financial education initiatives. This study adopts a deductive approach and an explanatory research design, drawing from TPB and TAM frameworks. Data were collected through a structured questionnaire administered to 385 respondents who had used BNPL services for online purchases within the past six months. Convenience sampling was used, and statistical analyses—including correlation and regression—were conducted using SPSS. Descriptive statistics, reliability analysis, and multiple regression techniques were employed to examine the relationships between BNPL usage, impulsive buying behavior, and financial literacy. The results confirm a significant positive relationship between BNPL payment methods and impulsive buying behavior. Consumers who frequently use BNPL services exhibit higher impulsive buying tendencies due to reduced perceived financial barriers, immediate gratification, and ease of deferred payments. Promotional offers, seamless checkout experiences, and psychological perceptions of affordability further drive this behavior. However, financial literacy moderates this relationship, with financially literate consumers demonstrating better control over their purchases and a heightened awareness of the long-term financial implications of BNPL usage. While financial literacy does not entirely eliminate impulsive buying tendencies, it significantly reduces their frequency and intensity. The study also highlights Sri Lanka-specific socio-economic factors, such as limited credit card penetration, varying levels of financial education, and cultural attitudes toward debt, which shape consumer behavior differently from developed markets. The study is subject to several limitations. The reliance on convenience sampling may introduce bias and limit the generalizability of findings. Additionally, the cross-sectional design prevents tracking long-term behavioral changes. Self-reported data may lead to response bias, as participants could overstate or understate their financial behaviors. Moreover, the study does not consider external macroeconomic factors, such as inflation, interest rates, or financial regulations, which could impact BNPL adoption and impulsive buying behavior. Theoretically, this study contributes to the BNPL and consumer behavior literature by integrating financial literacy as a moderating factor. Practically, the findings provide actionable insights for policymakers, e-commerce platforms, and financial institutions. To mitigate impulsive buying behavior, financial education initiatives should be integrated into digital financial services. BNPL providers should ensure transparent marketing strategies, helping consumers make informed purchasing decisions. Businesses can develop targeted consumer protection policies to encourage responsible BNPL usage while maintaining a balance between consumer spending and financial well-being. Future studies should employ probability sampling with a larger, more diverse sample to enhance generalizability. Additionally, longitudinal research would provide insights into how regulatory changes, technological advancements, and evolving consumer preferences influence BNPL adoption and impulsive buying trends over time. Exploring cross-cultural variations in BNPL usage could further enrich the understanding of its impact on consumer behavior globally.Item The Impact of Brand Trust on Consumer Purchase Intention: The Moderating Effect of Price Sensitivity in the Organic Food Industry with Special Reference to Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ariyarathna, A. M. K.; Udovita, P. V. M. V. D.The organic food industry is witnessing rapid global growth as consumers increasingly prioritize health, environmental sustainability, and ethical consumption. However, in Sri Lanka, factors such as high prices and limited consumer trust pose challenges to market expansion. This study examines the impact of brand trust on consumer purchase intention within the organic food industry in the Western Province of Sri Lanka, focusing on the moderating effect of price sensitivity. Brand trust is analyzed through dimensions of brand benevolence, competence, and credibility. The study aims to fill gaps in the literature on consumer behavior in developing markets, offering insights for both marketers and policymakers. A quantitative research approach was adopted using a structured questionnaire to collect data from 406 organic food consumers aged 15 and above in the Western Province. Convenience sampling was employed, and data were analyzed using descriptive statistics, correlation analysis, simple regression, and multiple regression techniques via SPSS. The research framework is grounded in the Theory of Planned Behavior, incorporating price sensitivity as a moderating variable. The results indicate that brand trust, including brand benevolence, competence, and credibility—significantly influences consumer purchase intention. Consumers who perceive an organic brand as trustworthy are more likely to purchase its products. However, price sensitivity moderates this relationship, weakening the positive effect of brand trust on purchase intention. As price sensitivity increases, the impact of brand trust on purchase behavior diminishes, suggesting that high prices act as a barrier to organic food consumption in Sri Lanka. These findings align with prior studies and highlight the challenges consumers face when purchasing premium organic products in a developing economy. This study is geographically limited to the Western Province, restricting the generalizability of findings to other regions or countries. Additionally, the use of convenience sampling may not fully represent the diverse demographics of Sri Lankan consumers. The dynamic nature of the organic food market and the challenges of accurately measuring price sensitivity also present limitations. Theoretically, this study contributes to the understanding of brand trust, purchase intention, and price sensitivity in developing markets. Practically, it provides strategic insights for marketers and policymakers. To address price sensitivity, businesses can implement flexible pricing strategies, offer discounts, loyalty programs, and bundle deals to attract cost-conscious consumers without compromising profitability. Strengthening brand trust through transparent communication about sourcing, certifications, and sustainability practices can further enhance consumer confidence. Future research should explore additional moderate factors such as lifestyle and expand the geographic scope for broader relevance.Item Investigating the Impact of Recommendation System Effectiveness on Customer Experience in Sri Lankan E-commerce Marketplaces: The Moderating Role of Shopping Goal(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilshan, G. D.; Udovita, P. V. M. V. D.With the rapid growth of e-commerce in Sri Lanka, personalized shopping experiences have become a key driver of customer satisfaction. This study examines the relationship between recommendation system effectiveness and customer experience in Sri Lankan e-commerce marketplaces. It explores how factors such as accuracy, diversity, serendipity, and response time influence customer experience, while also investigating the moderating role of shopping goals. A positivist research paradigm and a deductive approach were adopted, employing a quantitative research methodology. Primary data were collected through a structured questionnaire consisting of 15 questions, administered to e-commerce users in the Western Province of Sri Lanka (Colombo, Gampaha, and Kalutara districts). A total of 335 valid responses were obtained. Hypotheses were developed based on existing literature and tested using IBM SPSS 30. The results indicate that recommendation system effectiveness significantly impacts customer experience, with system response time being the most influential factor. Diversity and serendipity also exhibit positive and statistically significant relationships with customer experience, enhancing engagement and satisfaction. However, accuracy demonstrated a comparatively weaker effect, possibly reflecting the exploratory nature of Sri Lankan consumers. The moderating role of shopping goals was found to be statistically insignificant, suggesting that many users engage in browsing behavior without a predefined shopping intention. The study's cross-sectional design limits the ability to observe changes in consumer behavior over time, which is particularly relevant in Sri Lanka’s evolving e-commerce landscape. The use of convenience sampling may introduce biases, reducing the generalizability of findings. Additionally, the study focused on four sub-dimensions of recommendation system effectiveness, potentially overlooking other influential factors. The study extends the understanding of recommendation system effectiveness in Sri Lankan e-commerce marketplaces, emphasizing the importance of optimizing speed, diversity, and serendipity over accuracy. It challenges the traditional focus on accuracy in recommendation systems and highlights the need for dynamic, exploratory shopping experiences. Practically, e-commerce platforms should prioritize recommendation diversity and unexpected suggestions to enhance customer engagement and retention. By integrating personalized and serendipitous recommendations, businesses can improve customer experience and satisfaction, catering to both goal-oriented and exploratory shoppers.Item Investigate the Impact of Mobile Banking Service Quality on Brand Attachment with the Mediating Effect of Word of Mouth (WOM) with the Special Reference to The Banking Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshan, A. G. P. B.; Udovita, P. V. M. V. D.This study examines the impact of Mobile Banking Service Quality (MBSQ) on Brand Attachment in Sri Lanka’s banking industry, with a focus on the mediating role of Word of Mouth (WOM). Mobile banking is a key driver of customer engagement, yet limited research explores how service quality influences brand attachment and WOM, particularly in emerging markets. This study aims to fill this gap by assessing the direct and indirect effects of MBSQ on brand attachment, offering insights into banks to enhance service quality and customer relationships. A positivist approach with a quantitative methodology was used to test hypotheses. Data were collected from 389 mobile banking users in Sri Lanka through a structured questionnaire measuring MBSQ, WOM, and brand attachment. Key service quality dimensions examined include usability, security, value-added features, and aesthetics. Statistical analyses, including regression modeling and mediation analysis, were conducted using SPSS. Results reveal that MBSQ significantly influences brand attachment, with usability and security being crucial factors. A seamless user experience and strong security features enhance trust and emotional connection. WOM was found to mediate this relationship, amplifying the impact of positive service experiences. However, the effect of MBSQ on WOM in Sri Lanka is lower compared to global benchmarks, indicating unique market conditions. The study is limited to Sri Lanka, with a sample of 389 respondents, affecting generalizability. Convenience sampling may introduce bias. Theoretically, this research advances understanding of how MBSQ, WOM, and brand attachment interact. Practically, it offers recommendations for banks to enhance usability, security, and personalized services. Encouraging WOM through referrals, reviews, and social media engagement can strengthen brand attachment. Future research should explore the role of emerging technologies such as AI and blockchain in digital banking.Item Factors Influencing the Purchase Intention of Organic Food in Sri Lanka: The Moderating Role of Labels and Certifications(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Edirisinghe, G. D.; Udovita, P. V. M. V. D.This study examines the factors influencing the purchase intention of organic food in Sri Lanka, focusing on the moderating role of labels and certifications. While global research highlights the importance of organic labels in consumer decision-making, Sri Lanka’s organic food market remains underdeveloped. This study investigates the impact of health consciousness, environmental consciousness, price sensitivity, and perceived quality on purchase intention, addressing the gap in understanding the role of certification systems in the Sri Lankan context. A positivist research paradigm with a deductive approach was adopted. A structured questionnaire was administered to 356 organic food consumers across Sri Lanka using a convenience judgment sampling method. A linear regression model was used to assess the impact of the identified determinants on purchase intention. The study employed a cross-sectional design to capture consumer insights at a single point in time. The results revealed significant positive relationships between purchase intention and environmental consciousness (β = 0.583, R² = 0.340, p < 0.001), health consciousness (β = 0.635, R² = 0.403, p < 0.001), price sensitivity (β = 0.546, R² = 0.298, p < 0.001), and perceived quality (β = 0.586, R² = 0.344, p < 0.001). Health consciousness had the strongest influence on purchase intention. Labels and certifications significantly moderated the relationships between these factors and purchase behavior (R² = 0.5798, p < 0.001), reinforcing their importance in enhancing consumer trust and decision-making. The study relied on variables derived from existing literature, limiting the inclusion of uniquely Sri Lankan factors. Geographically, the research was concentrated in the Western and Southern Provinces, restricting generalizability to other regions. The exclusive use of quantitative methods also limited deeper qualitative insights into consumer perceptions. This study provides actionable insights for marketers and policymakers to promote organic food adoption. Marketers should leverage labels and certifications to enhance consumer trust, highlight health benefits, and emphasize sustainability. Policymakers should strengthen national certification systems to align with international standards and introduce financial incentives for organic farmers to reduce production costs and improve market accessibility. Future research should explore regional variations and incorporate qualitative approaches for a more holistic understanding of consumer behavior.Item Exploring the Role of Influencer Marketing on Green Brand Loyalty: Study the Mediating Effect of Environmental Consciousness with Special Reference to the Personal Care Industry in Sri Lanka: A Literature Review(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Vidanagama, A. S.; Udovita, P. V. M. V. D.With the increasing global focus on sustainability, consumer behavior has shifted toward environmentally conscious purchasing decisions, particularly in the personal care industry. Influencer marketing has emerged as a key driver in promoting green brands and fostering consumer engagement. This study explores the impact of influencer marketing on green brand loyalty in Sri Lanka’s personal care industry while examining the mediating role of environmental consciousness. The research provides insights into how sustainability-driven influencer strategies can enhance consumer loyalty and strengthen brand positioning. A deductive approach and quantitative research methodology were employed to validate the conceptual framework and hypotheses. Data were collected through a structured questionnaire administered to 364 respondents from the Western and Southern provinces, where awareness and accessibility to green products are relatively high. Key variables, including influencer marketing, environmental consciousness, and green brand loyalty, were measured using validated scales. Statistical analyses, including correlation, regression, and mediation analysis, were conducted using Hayes’ PROCESS macro to assess the relationships among the variables. The results indicate a significant positive relationship between influencer marketing and green brand loyalty (β = 0.737, p < 0.001). Influencers who demonstrate credibility, relatability, and expertise effectively build trust and emotional connections with consumers. Content formats such as tutorials, testimonials, and eco-friendly lifestyle demonstrations play a crucial role in driving brand loyalty. Furthermore, influencer marketing significantly influences environmental consciousness (β = 0.689, p < 0.001), as influencers serve as educators who raise awareness about sustainability and eco-friendly behaviors. Additionally, environmental consciousness positively impacts green brand loyalty (β = 0.709, p < 0.001), indicating that consumers who are more environmentally aware exhibit stronger brand commitment. Environmental consciousness also partially mediates the relationship between influencer marketing and green brand loyalty (β = 0.268, 95% CI [0.172, 0.369]), suggesting that while influencer marketing directly influences loyalty, its impact is enhanced when consumers develop a deeper understanding of environmental issues. The reliance on self-reported data introduces potential biases, as respondents may overstate their environmental consciousness or loyalty. The cross-sectional design limits the ability to track long-term changes in consumer behavior. Furthermore, the study focuses on urban and suburban areas, which may not fully represent rural populations where access to green products and engagement with influencer marketing may differ. Theoretically, this study contributes to the green marketing and influencer marketing literature by demonstrating the mediating role of environmental consciousness in shaping brand loyalty. Practically, it offers actionable recommendations for brands, influencers, and policymakers. Brands should collaborate with credible influencers who align with sustainability values to amplify green messaging and foster stronger customer loyalty. Transparency in sustainability claims and the use of engaging content formats such as eco-friendly tutorials and testimonials can enhance trust and consumer engagement. For influencers, the findings highlight the importance of creating authentic, educational content that emphasizes the environmental benefits of green products. Policymakers can use these insights to establish regulations ensuring transparency in influencer marketing campaigns and preventing greenwashing. Future research could explore the role of different social media platforms in shaping consumer perceptions of green brands and investigate cross-cultural variations in sustainability-focused influencer marketing. Additionally, examining the influence of price sensitivity and product quality on green brand loyalty would offer deeper insights into consumer decision-making.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.