Symposia & Conferences
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Item The Role of Electronic Word of Mouth in Influencing Purchase Intention: Mediating Effects of Brand Image in the Sri Lankan Electric Scooter Market(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Karunadasa, G. A. A. P.; Karunanayake, R. K. T. D.The increasing focus on sustainability and technological innovation has significantly transformed consumer behavior, particularly in the transportation sector. In Sri Lanka, the adoption of electric scooters is accelerating due to policy reforms, environmental concerns, and rising fuel costs. This study examines the impact of electronic word-of-mouth (eWOM) on consumers' purchase intentions in the Sri Lankan electric scooter market, with an emphasis on the mediating role of brand image. The research evaluates key eWOM dimensions—including credibility, quality, intensity, and valence—and their influence on brand image and purchase intention. It highlights the growing importance of online consumer discussions in shaping purchase decisions, especially in markets undergoing rapid digital transformation. Employing a quantitative research design, data were collected from 379 respondents in Sri Lanka’s Western Province through structured surveys. The study utilized Structural Equation Modeling (SEM) to test and validate the hypothesized relationships between eWOM, brand image, and purchase intention. Findings reveal that eWOM significantly influences purchase intention both directly and indirectly through its impact on brand image. Credible and high-quality eWOM enhances brand image by fostering trust, reliability, and positive consumer perception, ultimately increasing the likelihood of purchasing electric scooters. These results underscore eWOM’s role as a powerful marketing tool, particularly in mobility markets where consumer trust is a critical factor in decision-making. The study provides valuable consumer insights, indicating that Sri Lankan buyers prioritize credibility, authenticity, and the frequency of online reviews and recommendations when considering electric scooter purchases. Compared to traditional advertising, eWOM is perceived as more trustworthy and relevant, positioning it as an essential channel for influencing consumer behavior. Furthermore, the research suggests that a strong brand image, shaped by positive eWOM, serves as a competitive advantage for brands in the emerging electric scooter market. Despite its contributions, the study has certain limitations. Its focus on the electric scooter industry and the Western Province may limit the generalizability of findings to other regions and industries. Additionally, external factors such as macroeconomic conditions, policy changes, and competitor activities were not accounted for, which may influence consumer decision-making. Future research could address these gaps by expanding the geographic scope, exploring other industry contexts, and incorporating mixed-method approaches to provide deeper insights into the interplay of eWOM, brand image, and purchase intention. From a theoretical perspective, this study enhances the understanding of eWOM’s impact on consumer behavior in emerging markets, particularly by examining the mediating role of brand image in Sri Lanka’s electric mobility sector. Practically, it provides strategic recommendations for marketers and policymakers. Marketers are encouraged to actively manage online reviews, foster credible and engaging eWOM, and invest in brand-building efforts to enhance consumer trust and purchase intention. Policymakers can leverage these insights to promote sustainable transportation initiatives, aligning with broader environmental and mobility goals. Future research could investigate platform-specific eWOM dynamics, comparing the impact of social media reviews versus dedicated online review platforms. Additionally, longitudinal studies could track evolving consumer perceptions of eWOM and brand image over time, offering valuable insights into digital marketing trends within Sri Lanka’s growing electric vehicle sector.Item The Impact of Content Authenticity on Brand Image: The Moderating Role of Gender Stereotypes and the Mediating Role of Social Media Engagement in the Sri Lankan Textile Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshani, O. H.; Bandara, B. S. S. U.The textile industry is a key contributor to the Sri Lankan economy, yet it faces significant challenges in adapting to digital marketing and consumer engagement trends. While the use of social media for brand promotion is increasing, user-generated content (UGC) consistently outperforms official brand pages in terms of engagement. This gap underscores the need to explore how content authenticity influences brand perception, particularly in developing markets like Sri Lanka. Despite existing literature highlighting the role of authenticity in building trust and emotional connections, limited research has examined its impact on industries with traditional business models. This study investigates the relationship between content authenticity and brand image, with social media engagement as a mediator and gender stereotypes as a moderator. A quantitative research approach was employed using a deductive methodology. The conceptual framework consists of content authenticity (independent variable), brand image (dependent variable), social media engagement (mediator), and gender stereotypes (moderator). Data were collected via an online survey, targeting Sri Lankan consumers aged 18 to 50. A sample of 385 valid responses was obtained from 389 distributed surveys using convenience sampling. The survey comprised 38 questions measuring various constructs. IBM SPSS Statistics was used for data analysis, applying Cronbach's Alpha for reliability assessment and the Kaiser-Meyer-Olkin (KMO) measure for validity testing. Multiple regression models were employed to examine relationships between variables. The sample was diverse, with most respondents aged 31 to 40 years, a high proportion of full-time employees, and a gender distribution of 64% male and 36% female. Reliability analysis confirmed high internal consistency, with all variables exceeding the 0.7 threshold for Cronbach’s Alpha. Validity tests demonstrated adequate sample adequacy and intercorrelations, with KMO values above 0.5. Normality tests indicated that skewness and kurtosis values were within acceptable limits (-2 to +2). Findings reveal that content authenticity has a strong positive impact on social media engagement and brand image. Regression analysis showed that content authenticity accounts for 89.1% of the variance in social media engagement and 92.2% of the variance in brand image. Furthermore, social media engagement mediates the relationship between content authenticity and brand image, amplifying its impact. Additionally, gender stereotypes moderate the relationship between content authenticity and social media engagement, influencing how different consumer segments interact with authentic content. These findings underscore the critical role of authentic, user-driven content in shaping brand perceptions within the Sri Lankan textile industry. Despite its contributions, the study acknowledges several limitations. The sample size of 385 respondents and geographic focus on Sri Lanka may limit the generalizability of findings to other regions and industries. Additionally, convenience sampling may introduce biases, and the study does not account for external variables such as economic factors, brand reputation, or competitive market dynamics. Future research should explore larger and more diverse samples, adopt mixed-method approaches, and examine longitudinal effects of content authenticity on brand loyalty and consumer trust. The study has important theoretical and practical implications. Theoretically, it contributes to digital marketing literature by demonstrating the mediating role of social media engagement and the moderating effect of gender stereotypes in influencing brand image. Practically, the findings provide actionable insights for textile brands, emphasizing the need to leverage influencer collaborations, user-generated content, and brand storytelling. Marketers should focus on interactive, behind-the-scenes content and culturally relevant messaging to foster emotional connections and enhance engagement. Additionally, real-life imagery featuring diverse consumer representations may resonate more effectively than overly polished advertisements, aligning with evolving consumer preferences. By incorporating content authenticity into their social media strategies, Sri Lankan textile brands can strengthen consumer trust, enhance engagement, and build a resilient brand image in an increasingly digital marketplace.Item Influence of Technical Features of User Generate Content on Brand Advocacy of Telecommunication Industry among the Young Generation in the Western Province in Sri Lanka: Examining the Mediating Role of Brand Image(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Rajapaksha, R. V. P. U. D.; Jayawardene, S. M.User-generated content has had a strong effect on modern consumer decisions due to the proliferation of social media. Telecom service providers widely use such user-generated content to promote their brands and create brand advocacy in a highly competitive market. However, there is a dearth of knowledge regarding how technical features impact brand advocacy in a Sri Lankan context. This study aims to investigate how the technical features of user-generated content (UGC) shared on online platforms influence brand advocacy behaviors such as recommendations and loyalty among the younger generation in the Western province of Sri Lanka, and how that behavior is mediated by brand image. Granularity, Extensibility, Integration, and Evolvability were identified as technical features of user-generated content. This research study employs the Positivism research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data for the study will be collected through a questionnaire from 385 respondents. The data were analyzed using descriptive statistics, correlation, and regression tools with the IBM Statistical Package for the Social Sciences (SPSS) 23 version. In this study, Granularity, Extensibility, and Integration were identified as significant independent variables evolvability is not statistically significant and the mediator was not statistically significant, according to the findings. The study indicates that there is no mediating effect of brand image on the relationship between technical features of user-generated content and Brand advocacy. It is recommended that practical implications emphasize enhancing technical features of user-generated content, fostering consumer participation, and aligning strategies to promote brand advocacy. The study’s limitations include the fact that it simply focuses on the youth population in the Western province of Sri Lanka, which restricts the generalizability of findings to other regions or cultures. Furthermore, the sample may not accurately reflect the diversity of the youth demographic, which can affect representativeness. The cross-sectional research approach reduces the ability to establish causal relationships and analyze behavioral changes over time. Furthermore, relying on self-reported data presents possible biases, such as social desirability bias and recall bias, which might have an impact on the finding’s validity. The study’s scope, centered on technical features of user-generated content, does not account for emotional, psychological, or external factors that may influence brand advocacy. The industry-specific focus on telecommunication further limits the application of the findings to other sectors. Finally, the dynamic nature of digital platforms and social media emphasizes the importance of longitudinal research in accounting for the changing impact of emerging technologies and trends on user-generated content and brand advocacy. The researcher indicates that considering the theoretical implications of this study, the findings of this research can help telecommunications companies in the Western province of Sri Lanka develop a more specific UGC strategy and increase brand advocacy by using UGC’s technological aspects (Granularity, Extensibility, Integration, and Evolvability). Strategies include creating forums for specific feedback, facilitating seamless exchange, and developing a strong brand image through customer-centric initiatives and active participation. Dynamic systems that respond to user input and include localized features like language support can improve UGC accessibility and appeal to the younger generation. These indicators boost trust, reach, and consumer engagement, helping firms stand out in competitive markets. By conducting this study, the researcher can identify several practical implications. Telecommunication companies can enhance brand advocacy by creating platforms that encourage structured and technical features of User-generated content, such as feedback forms and forums. Simplifying feedback processes and integrating sharing options on popular platforms can amplify UGC's reach and influence customer decisions. Companies should strengthen their brand image through customer-centric initiatives, and active engagement with UGC. Developing dynamic systems that allow content to evolve, offering incentives for quality contributions, and localizing UGC features such as language support, can further improve accessibility and engagement. Those theoretical & practical implications can be identified through this study. This research will provide a significant contribution to academic understanding and will be very useful for telecom marketers and strategists to craft positive interaction and content creation for their brands using the technical features of UGC platforms.Item Impact of Corporate Social Responsibility (CSR) on Brand Image of Banking Industry in Sri Lanka: with the Mediating Effect of Emotional Attachment(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kaluarachchi, K. A. S. S.; Weerasiri, R. A. S.This study explores the impact of corporate social responsibility (CSR) on brand image in the Sri Lankan banking sector, with emotional attachment as a mediating factor. It addresses significant empirical and practical gaps by focusing on the limited understanding of this research context. While existing studies often emphasize the dimensions of CSR – such as economic, legal, ethical, and philanthropic responsibilities, but they tend to ignore the emotional and environmental aspects, which are increasingly important in today’s competitive marketplace. Despite the recognized importance of CSR, there is a lack of comprehensive research on its impact on brand image as mediated by emotional attachment. This study aims to bridge the gap by investigating this question. In addition, the research evaluates the effectiveness of various CSR dimensions to identify the areas that have the most impact on enhancing emotional attachment. The practical gap of this research lies in the insufficient integration of CSR with measurable impacts on brand image. Despite CSR investments, banks lack strategies to evaluate their effectiveness. Many banks approach CSR as an annual routine, often repeating the same activities year after year, rather than leveraging these initiatives strategically to foster emotional attachment and enhance brand image. This routine approach creates a gap, as CSR programs may lack the ability to form deeper emotional connections between the brands. Banks engage in CSR activities that offer societal benefits but are not fully integrated into their core business values. That means the identified gaps highlight the lack of integrated strategies of CSR initiatives in the Sri Lankan banking sector, where CSR activities are often conducted as a matter of course, disconnected from core business objectives. The objectives of this research are to investigate how CSR influences the brand image of the banking industry in Sri Lanka, with emotional attachment acting as a mediator. The study also explores which types of CSR initiatives most effectively foster emotional attachment and the extent of CSR's impact on brand image. In this research, a deductive approach was employed. The researcher developed hypotheses based on existing theories such as Carroll's Four-Dimensional CSR Framework and the Triple Bottom Line Theory. Primary data was obtained through structured surveys, while secondary data was collected from academic literature, industry reports, and financial institution reports. This structured methodology sets the foundation for analysing the interplay between variables. A structured questionnaire was distributed among 385 respondents aged 18 and above, eligible to open regular savings accounts in all provinces of Sri Lanka. Descriptive and inferential statistical techniques, including frequency, correlations, and regression analyses, were employed to derive the findings. SPSS software was used to analyse the data. The demographic profile of the respondents was analysed based on gender, age, province, and income. Cronbach’s alpha for the scales exceeded 0.7, confirming consistency, and the KMO value of 0.948 indicated the suitability of the data for factor analysis. Skewness and kurtosis analyses confirmed the data’s normal distribution. Regression analysis demonstrated that CSR has a positive impact on brand image and significantly influences emotional attachment. Emotional attachment positively affects brand image. The mediating role of emotional attachment in the relationship was confirmed, supporting the research hypotheses with significant indirect effects. Analysis of this research showed strong positive correlations among all three variables. While most CSR dimensions significantly contributed to Brand Image, philanthropic activities did not show a significant effect. This deviation suggests that while voluntary and charitable activities may contribute to social goodwill, they may not directly translate into improved brand perceptions in the Sri Lankan banking industry, highlighting the need for more strategic integration of philanthropic efforts into broader CSR strategies. This suggests that consumers may prioritize other CSR dimensions, such as financial stability and ethical behaviour, over the bank’s philanthropic efforts when evaluating a bank’s brand image as a financial service provider. This study expands CSR theories and offers practical insights for banks to align strategies and enhance brand image. Theoretically, it expands on Carroll’s Four-Dimensional CSR Model and the Triple Bottom Line theory. It highlights the importance of aligning CSR initiatives with emotional and cultural values to enhance brand image in diverse markets like Sri Lanka. Practically, the findings provide banks with insights on designing CSR strategies that resonate with customer expectations, emphasizing the role of emotional engagement in strengthening brand image. However, the study is limited by its non-probability sampling technique, the unique socio-economic and cultural context of Sri Lanka, and its focus on the banking sector, which may limit generalizability to other sectors or regions. Future research could explore CSR's impact across different cultural and economic contexts, using larger and more diverse samples. Future research could map specific CSR initiatives to relevant Sustainable Development Goals to measure the contribution of banking companies to broader global sustainability goals. Additionally, incorporating other mediators and moderators such as brand trust and customer loyalty could further deepen insights into CSR’s role in brand image. overall, this research provides a valuable roadmap for banks seeking to enhance their reputation, and brand image, and contribute to a more sustainable and responsible financial ecosystem.