Symposia & Conferences

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“TikTok User Generated Content & Purchasing Power” Exploring the influence of TikTok User-Generated Content on Consumers’ Purchasing Intention in Sri Lanka’s Herbal Cosmetics Market: examining the mediating role of perceived brand credibility
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jayakodi, J. A. I. S.; Karunanayake, R. K. T. D.
With the rapid advancement of information technology and the growth of social media platforms, consumers increasingly engage in text, image, and video-based content exchanges. Short-form videos, particularly on TikTok, have gained immense popularity, allowing users to share experiences, ideas, and product recommendations with a vast audience. In the global cosmetics industry, herbal cosmetic products have emerged as a growing trend, driven by consumer preferences for natural alternatives. Social media platforms have played a crucial role in shaping this trend, highlighting the need to investigate how TikTok user-generated content (UGC) influences consumer purchasing behavior. Despite extensive global research on TikTok’s role in shaping consumer decisions, Sri Lanka remains underexplored, necessitating further examination of its impact on the herbal cosmetics market This study develops a conceptual framework based on the Information Adoption Model (IAM), incorporating Information Quality and Source Credibility as key determinants of TikTok UGC’s influence on purchase intentions. A descriptive, deductive research approach was employed, with data collected via a structured survey distributed to 440 individuals through convenience sampling. However, after eliminating incomplete responses, 368 valid responses were analyzed using descriptive analysis, correlation analysis, and regression techniques through SPSS software. The findings indicate a significant positive relationship between TikTok user-generated content and purchase intention, with Information Quality and Source Credibility emerging as critical factors in consumer decision-making. Furthermore, Perceived Brand Credibility was identified as a mediating variable, strengthening the impact of TikTok UGC on purchasing intentions. While these insights contribute to the existing literature on social media marketing, the study acknowledges certain limitations. The sample size may not fully represent Sri Lankan consumer preferences, raising concerns about generalizability. Additionally, time constraints during data collection restricted the sample’s diversity. Future research should expand the sample size, explore cross-industry applications, and examine long-term consumer behavior trends in response to TikTok marketing strategies. From a practical perspective, these findings offer valuable implications for herbal cosmetic brands. Marketers are encouraged to integrate TikTok UGC into their digital marketing strategies, leveraging high-quality and credible user-generated content to enhance brand trust and consumer engagement. As short-form video marketing continues to evolve, brands must adopt data-driven approaches to optimize their social media communication and advertising strategies.
Impact of E-Word of Mouth on Purchase Intentions Among Generation Z: The Mediating Role of Brand Credibility in Sri Lanka's E-Commerce Industry in the Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Jagoda, N. Y.; Wijenayaka, S. I.
In Sri Lanka's rapidly evolving e-commerce industry, E-WOM has emerged as a pivotal factor influencing consumer decision-making, particularly for Generation Z, who rely heavily on co-generated digital content. E-WOM has proven to be an effective tool in shaping purchase intentions among this demographic. However, despite its capacity to capture consumer attention, questions remain about how trust built through E-WOM translates into actual purchasing behavior. Additionally, past research has yet to sufficiently explore the mediating role of brand credibility, leaving gaps in understanding how E-WOM strengthens the trust and credibility between brands and consumers, especially in emerging markets like Sri Lanka. Compounding this issue is the underexplored influence of trust dimensions such as expertise, trustworthiness, and E-WOM valence on customer loyalty and purchasing behavior. While studies conducted in global contexts emphasize the importance of these dimensions, their interaction within Sri Lanka's e-commerce industry, particularly among Generation Z, has not been adequately addressed. This underscores the need for a focused investigation into the factors that maximize the impact of E-WOM on purchasing intention, while simultaneously strengthening consumer trust and loyalty in a dynamic and growing digital marketplace. This study seeks to fill these gaps by analyzing the relationship between E-WOM and purchasing intention, with brand credibility acting as a mediating variable. Operating within a positivist paradigm, the research follows a deductive approach, surveying 406 respondents aged 18-26 from Sri Lanka's Western Province. A structured questionnaire was used to measure key variables, including dimensions of E-WOM (source expertise, trustworthiness, volume, and valence), brand credibility, and their collective influence on purchasing intention. Regression and mediation analyses were conducted using SPSS to test the hypotheses and provide actionable insights. The results indicate a significant positive correlation between E-WOM and purchasing intention, with brand credibility partially mediating this relationship. Among the dimensions of E-WOM, source expertise and trustworthiness were identified as key drivers of consumer trust, while higher message volume and positive valence further amplified purchasing intentions. These findings highlight the importance of brand credibility and consistent digital communication in building trust, ultimately influencing Generation Z’s purchasing behavior within Sri Lanka’s e-commerce sector. However, the study has some limitations. The focus on Sri Lanka's Western Province limits the generalizability of the findings to other regions, including suburban areas. The cross-sectional design also restricts the ability to observe long-term changes in consumer behavior. Furthermore, by exclusively concentrating on E-WOM and brand credibility, the study overlooks other potential factors, such as cultural nuances or digital literacy, which could provide further insights into consumer behavior in emerging markets. Despite these limitations, the study offers significant theoretical and practical contributions. Conceptually, it advances the understanding of E-WOM as a critical driver of purchasing intention, while elucidating the mediating role of brand credibility in this process. From a practical perspective, the findings offer valuable guidance for e-commerce businesses aiming to enhance consumer engagement and loyalty. By prioritizing trust-building through credible and consistent E-WOM strategies, businesses can effectively influence Generation Z’s purchasing behavior. Future research could build on these findings by employing longitudinal designs, exploring additional mediators, and expanding the scope to include diverse geographic and cultural contexts.

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