Symposia & Conferences
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Item Unlocking the Power of Buy Now Pay Later (BNPL) Apps: How Attitude Shapes Gen Z's Impulsive Buying in Sri Lankan Online Clothing Market in the Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kandewaththa, K. H. A.; Karunanayake, R. K. T. D.This study explores the relationship between intention to use Buy Now Pay Later (BNPL) services and impulse buying behavior among Generation Z consumers engaged in online retail clothing purchases in Sri Lanka’s Western Province. The research is particularly relevant in developing economies where BNPL has emerged as an alternative payment method, offering financial flexibility to young consumers. In this context, attitude serves as a mediating variable, shaping the link between BNPL adoption and impulsive buying tendencies. The study is grounded in the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, assessing how performance expectancy, effort expectancy, social influence, and facilitating conditions drive BNPL adoption and its subsequent impact on impulse buying behavior. A quantitative research design was adopted, with 427 Generation Z respondents selected via convenience sampling from Sri Lanka’s digital payment user base. Data was gathered through an online structured questionnaire and analyzed using IBM SPSS, employing descriptive statistics, correlation analysis, and multiple linear regression to test the hypotheses. Reliability and validity tests ensured the robustness of the findings. Results indicate that attitude significantly mediates the relationship between BNPL services and impulse buying behavior. Consumers who perceive BNPL as a convenient and low-risk payment method exhibit higher impulsive buying tendencies. Moreover, Generation Z consumers demonstrate a strong awareness of BNPL services, with their adoption linked to payment flexibility, which encourages impulse-driven purchases. These findings align with trends observed in Western markets while also highlighting unique cultural and economic characteristics specific to Sri Lanka. Despite its contributions, the study has certain limitations. It relies on self-reported data, which may introduce social desirability bias. Furthermore, its focus on the online retail clothing industry and the Western Province restricts the generalizability of findings to other regions and industries. From a practical perspective, the study provides valuable insights for online retailers and BNPL providers, suggesting the need to refine marketing strategies that appeal to Generation Z consumers while promoting the responsible use of BNPL services. From a theoretical standpoint, this research advances the understanding of payment systems and consumer behavior in emerging economies, particularly the role of BNPL in shaping impulse buying tendencies. For policymakers, the study underscores the importance of consumer protection measures to ensure ethical and sustainable BNPL adoption. Future research should explore cross-cultural and cross-industry perspectives, as well as longitudinal trends in BNPL usage, to better understand its evolving impact on consumer behavior.Item “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.Item The Role of Service Quality on Customer Repurchase Intention of Fast Foods by Examining the Mediation of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Anuradha, P. A.; Gunawardane, W. A. D. N. R.The fast-food industry in Sri Lanka, particularly in the Western Province, has experienced remarkable growth over recent years. Franchised fast-food restaurants are becoming a dominant segment in this rapidly evolving market. This competitive environment necessitates that businesses prioritize exceptional service quality to ensure customer satisfaction and increase repurchase intentions. The primary objective of this study is to examine the role of service quality in influencing consumer repurchase intentions, with a particular focus on franchised fast food restaurants in the Western Province of Sri Lanka. This study was conducted using a quantitative research design and relied on collecting primary data through survey administration of a pre-set questionnaire to 400 respondents through a convenience sampling method. Data analysis was performed by IBM SPSS Statistics and involved describing the demographics of respondents along with key variables. The study’s findings underscore the significant and positive impact of all five dimensions of the DINESERV model on customer satisfaction. Among these, tangibility and reliability emerged as the most critical dimensions influencing customer perceptions of service quality. Additionally, customer satisfaction was found to strongly mediate the relationship between service quality and repurchase intentions. These results align with previous studies while also offering new insights specific to the Sri Lankan fast-food context, particularly in the franchised restaurant segment.Item The Role of Electronic Word of Mouth in Shaping Purchase Intentions: Insights from the Sri Lankan Skincare Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fonseka, W. M. S. A.; Bandara, B. S. S. U.This study examines the impact of Electronic Word of Mouth (E-WOM) on purchase intention in the Sri Lankan skincare industry, emphasizing the mediating role of brand credibility. E-WOM, a rapidly expanding form of digital communication, has become a key determinant of consumer behavior, particularly in industries where trust and authenticity are critical, such as skincare. This research investigates the core dimensions of E-WOM—credibility, quality, and intensity—and their influence on consumer decision-making processes. Addressing a significant gap in the literature, the study explores the interplay between E-WOM and brand credibility within an emerging market characterized by distinct cultural and economic factors. A quantitative research approach was adopted, utilizing structured questionnaires distributed to 380 respondents in Sri Lanka’s Western Province. Data were analyzed using Structural Equation Modeling (SEM) to assess and validate the relationships between E-WOM, brand credibility, and purchase intention. Findings reveal that E-WOM significantly influences purchase intention, with brand credibility playing a crucial mediating role. High-quality, frequently shared, and credible E-WOM enhances brand credibility, fostering consumer trust and increasing the likelihood of purchase. The study highlights that Sri Lankan consumers place greater trust in peer-generated content over traditional advertising, which is often perceived as less reliable. Additionally, the study underscores the evolving digital landscape in Sri Lanka, where consumers prioritize peer recommendations and shared experiences over brand-driven narratives. This shift makes E-WOM a powerful tool for marketers seeking to enhance consumer engagement and brand loyalty. The results emphasize the potential of E-WOM-driven strategies to build strong consumer-brand relationships in a market increasingly transitioning to digital-first communication models. Despite its contributions, the study acknowledges several limitations. The focus on the skincare industry and a single geographic region (Western Province, Sri Lanka) may limit the generalizability of findings to other industries and regions. Furthermore, external factors such as economic fluctuations, regulatory changes, and competitive market dynamics were not considered, which could influence the observed relationships. Additionally, the reliance on quantitative methods may restrict in-depth consumer insights that could have been obtained through qualitative exploration. Future research could broaden the scope by incorporating other industries, geographical regions, and mixed-method approaches to deepen the understanding of E-WOM’s impact across diverse consumer segments. The study makes important theoretical and practical contributions. Theoretically, it reinforces the role of brand credibility as a mediating factor between E-WOM and purchase intention, extending existing literature on digital marketing and consumer behavior within an emerging market context. Practically, the findings provide actionable insights for marketers, highlighting the importance of fostering credible, high-quality E-WOM through strategic digital engagement and consumer feedback management. Marketers are encouraged to cultivate online environments that facilitate authentic peer interactions, ensuring that consumer trust is consistently reinforced. This study also sets the stage for future research on platform-specific E-WOM dynamics, demographic variations, and longitudinal trends. A deeper understanding of how E-WOM shapes consumer behavior will help marketers refine their digital marketing strategies, enhancing brand-consumer relationships and sustainable business growth in the skincare industry and beyond.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 Perceived Credibility of Ambient Marketing Activities on Consumer Purchasing Intention: Examining the Mediation of Consumer Attitudes Towards International Fast-Food Franchises in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, T. A. N.; Gunawardane, W. A. D. N. R.Ambient marketing is a creative advertising strategy where companies use unconventional environmental media to interact with their customers and make lasting impressions. Unlike traditional advertising, ambient marketing allows for brand connection by blending in with the everyday surroundings while adding a surprise factor. Furthermore, it assesses the mediating role of consumer attitude, which is one of the critical gaps in the current literature on the effectiveness of ambient marketing within the fast-food sector. A positivistic, quantitative research design was employed to achieve the research objectives. Data were collected through a structured, self-administered questionnaire administered online to 408 Sri Lankan consumers who are familiar with ambient practices in the fast-food industry. The study results indicate that perceived credibility significantly relates to consumer purchasing intentions. More precisely, trustworthiness and expertise were crucial in determining consumer perceptions about ambient marketing campaigns. The consumer attitude proved to mediate this relationship, though differently for both trustworthiness and expertise. In the case of trustworthiness, partial mediation was observed, implying that consumer attitude enhanced the relationship that already existed between perceived credibility and purchasing intention. In turn, expertise exhibited the full mediation effect, with consumer attitude fully mediating perceived expertise and purchasing behaviour. The current research addresses the significant theoretical gap by connecting ambient marketing activities and consumer purchasing intention in the fast-food sector, particularly in Sri Lanka. It extends the literature by emphasising the mediating role of consumer attitude and provides empirical evidence of the importance of trustworthiness and expertise in unconventional marketing strategies.Item The Influence of YouTube Influencers' Trustworthiness on Followers' Purchase Intentions: A Study of the Sri Lankan Restaurant Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhuranga, L. P.; Wijenayaka, S. I.This study explores the impact of YouTube influencers' trustworthiness on followers' purchase intentions, with a special focus on the Sri Lankan restaurant industry. The central research question guiding this study is: “Investigating the impact of trustworthiness of social media influencers on YouTube on followers' purchase intention: Special reference to the restaurant industry in Sri Lanka.” The primary objective is to identify how influencer trustworthiness influences consumer decisions in this sector. Additionally, the study examines the specific roles of honesty, content trustworthiness, reliability, and authenticity in shaping consumer behavior. Positioned within the growing literature on influencer marketing, this research provides insights relevant to both academia and industry practitioners. The conceptual framework illustrates the relationship between influencer trustworthiness and followers' purchase intentions in the restaurant industry. It posits that influencer trustworthiness—measured through honesty, expertise, and reliability—positively affects followers’ attitudes toward the influencer’s recommendations, ultimately increasing their likelihood of visiting or purchasing from promoted restaurants. This framework is supported by prior research, including Galina Ilieva (2024), which emphasizes the significance of these three trustworthiness dimensions in influencing consumer behavior. A quantitative approach was adopted, utilizing structured questionnaires distributed in the Western Province of Sri Lanka. The study targeted individuals familiar with the restaurant industry and influencer marketing, yielding 404 valid responses. Statistical analyses, including reliability testing, correlation analysis, and regression analysis, were conducted using SPSS to assess the relationships between trustworthiness dimensions and purchase intention. The hypotheses testing results confirm significant positive relationships between all three dimensions of trustworthiness—Honesty, Expertise, and Reliability—and Purchase Intention. Honesty (β = 0.123, p = 0.011) significantly influences followers' willingness to act on recommendations, highlighting the importance of authenticity. Expertise (β = 0.112, p = 0.023) further strengthens purchase intention by enhancing influencer credibility. Reliability (β = 0.219, p = 0.000) emerged as the strongest predictor, reinforcing the critical role of consistency and dependability in fostering consumer trust. These findings align with prior studies emphasizing the role of trustworthiness in influencer marketing and highlight the significant impact of reliability in shaping consumer purchasing behavior. However, the research is limited by its geographical scope, as the sample is confined to the Western Province of Sri Lanka. Additionally, the exclusive focus on YouTube influencers may not fully capture variations across other social media platforms. Future research could explore trustworthiness in broader regional or cross-platform contexts. Theoretically, this study contributes to influencer marketing literature by emphasizing key trustworthiness dimensions that drive purchase intention. Practically, the findings offer actionable insights for marketers, stressing the importance of selecting influencers with high reliability, honesty, and expertise to foster consumer trust. Policymakers may also leverage these insights to establish ethical guidelines for influencer marketing. Future studies could extend this research to other industries and explore cross-cultural or platform-based comparisons.Item The Influence of Sustainability Messaging on Consumer Willingness to Pay a Premium for Eco-Friendly Sports Footwear with the Moderating Role of Environmental Concern in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilanka, M. A.; Mirando, U. J.The footwear industry is shifting towards sustainability due to increasing consumer awareness of ecological issues, particularly in sports footwear. This trend has led to higher prices for sustainable products. In Sri Lanka, sustainability is still in its early stages. Sri Lanka's sports footwear industry is transitioning toward sustainability, but challenges remain. Consumers are unaware of the environmental impacts of their choices, and there is a discrepancy between attitude and behavior. Price sensitivity also exists among Sri Lankan consumers, with high prices for eco-friendly products due to higher production costs. The local industry's infrastructure and supply chain cannot be maintained for mass production of eco-friendly sports shoes, requiring high capital investments. The Sri Lanka Export Development Board Industry Capability Report emphasizes the need for modernization and capacity building to achieve international standards. The association between sustainability messaging and consumers' premium purchase of eco-friendly sports footwear has been investigated, but there is a deviation in empirical studies on the moderation effects of environmental concern in the Sri Lankan context. Previous studies have shown that if sustainability messaging is properly articulated, consumers are likely to show positive behavioral changes. However, the Sri Lankan market is under-investigated, and the studies on the role of environmental awareness and ethical consumption awareness are limited. Furthermore, studies on sustainable messaging and environmental issues are limited as well. Therefore, it is necessary to fill this available deviation to design effective marketing campaigns and facilitate sustainable consumption in the Sri Lankan sports-shoes market. Previous studies show that sustainability messaging and environmental concerns have a strong influence on consumer willingness to pay a premium. Customers are more likely to support eco-friendly items when they hear clear, reliable messaging, but brand trust, cost, and usefulness are all crucial. The impact in Sri Lanka is limited by low awareness and high expenses, highlighting the necessity of accessible pricing and smart messages. This study uses a quantitative methodological approach to investigate the impact of sustainability messaging on consumers' willingness to pay a premium for eco-sports footwear. Furthermore, a deductive approach is used, with a positive philosophy applied. A cross-sectional research strategy is employed, using a postal questionnaire to collect primary data on eco-friendly behavior, sustainability messaging, willingness to pay a premium, environmental concern, and demographics. A structured questionnaire was used to collect data from 408 persons in Sri Lanka who were chosen by convenient sampling. Descriptive statistics, reliability and validity testing, correlation analysis, and regression modelling were used in the study's data analysis, which was conducted using SPSS software. These are the major key findings of the study. Sustainability messaging positively influences consumers' willingness to pay a premium for eco-friendly sports footwear while moderating the effect of environmental concern. However, its moderation effect is not significantly strong. Consequently, this study explores the impact of sustainability messaging on consumer willingness to pay a premium for eco-friendly sports footwear in Sri Lanka. Despite global research, Sri Lanka has not yet adopted this approach due to unique cultural practices and economic factors. The research aims to understand how environmental sensitivity influences consumers' sensitivity to price and how businesses and policymakers can create effective environmental sustainability programs in this unique market environment. The study highlights the importance of sustainability messages in eco-friendly sports footwear, indicating that consumers are willing to pay more for green products. Firms can expand their scope by designing marketing campaigns aimed at the public, stressing the environmental and social impacts of the products. Focusing on recycled materials, carbon footprint reduction, vegan certifications, and cruelty-free certifications can reach a wider audience and exploit the positive relationship between sustainable messages and premium pricing. However, eco-speaking out should not increase the impact of sustainable messages. This research explores consumers' willingness to pay a premium for eco-friendly sports footwear in Sri Lanka. However, the findings may not apply to other eco-friendly products or customer attitudes. The quantitative approach of the study does not fully understand customer perceptions or emotions. Qualitative approaches like interviews or focus groups could provide more detailed insights. The sample size of 408 participants may not be sufficient to generalize the findings to the entire population of Sri Lanka. To have more credible results, a larger sample with diverse views and experiences could be used. Further studies should explore eco-friendly products beyond sports shoes, using qualitative techniques such as interviews or focus groups to understand consumer beliefs and attitudes. A broader sample of Sri Lankans from different regions, cultures, and income brackets could also be considered. The extent to which geography and culture influence sustainable consumption is also a concern. Unifying qualitative and quantitative approaches could enhance the understanding of consumer behavior and attitudes towards eco-friendly products.Item The Influence of Facebook User-Generated Content on E-Brand Loyalty with the Mediating Effect of Perceived Brand Authenticity with Special Reference to the Cosmetics Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Malshani, L. L. D. T.; Subasinghe, S. M. A. N. M.User-generated content has become a more discussable factor in digital marketing. Businesses have taken UGC as a key consideration as it may affect the business in a positive way as well as in a negative way. Marketers are looking for strategies to mitigate the negative effects of UGC while improving the positive effects of UGC. To have long-term relationships, loyalty businesses must make their customers feel connected with their brands while providing them with authentic products and services. Present study studies the influence of Facebook user-generated content on e-brand loyalty while concerning the mediating of perceived brand authenticity. The main objective of the study is to analyze the influence of Facebook user-generated content on e-brand loyalty in the cosmetics industry in Sri Lanka. This study adopts an explanatory research design, guided by the positivist research philosophy. A deductive approach is employed, utilizing quantitative data. The research follows a cross-sectional design, with data collected through an online questionnaire. Primary data was obtained from 387 respondents residing in the Western Province of Sri Lanka. A non-probability sampling method, incorporating both convenience and judgmental sampling techniques, was used to construct the study’s sampling framework. Data analysis was conducted using IBM SPSS version 30, employing descriptive statistics, frequency analysis, correlation analysis, and regression analysis. Few studies have focused on the relationships between UGC and e-brand loyalty or considered the mediating role of PBA. Most studies are focused on industries such as fashion; therefore, the cosmetics industry, especially in Sri Lanka, remains highly under-researched. This research, therefore, tries to fill this gap by examining how Facebook UGC affects the e-brand loyalty of Sri Lanka's cosmetics industry, with PBA as a mediating factor. This study established that UGC about Facebook was important in increasing both e-brand loyalty and perceived brand authenticity of cosmetics in Sri Lanka. UGC has been seen to affect the consumers' perception of the authenticity of a brand and directly lead a consumer to be loyal to the brand. On the contrary, perceived brand authenticity was a very important driver of e-brand loyalty; hence, it is of strategic importance to brands. The analysis also confirmed that perceived brand authenticity mediates the relationship between UGC and e-brand loyalty, serving as a kind of bridge that will ameliorate the connection between engaging and relatable content on one side and customer loyalty on the other. The limited availability of industry-specific reports in Sri Lanka was a challenge. It also focused on the Western Province only because of time constraints and the ease with which data is available, which may affect generalization across other regions or contexts. This dependence on quantitative approaches ruled out qualitative information. The structure of the study also had a general relationship without considering the sub-constructs; this also opens an avenue for further research at a more detailed level. It confirms that dimensions of UCG, such as trustworthiness, transparency, and quality, are of great relevance. It calls on marketers to encourage consumers to create favorable content on some form of stimulus, such as through reductions. Managers have to respond to negative responses constructively, build authentic brand experiences, and ensure communications are being sent across consistently. Future research gaps have been identified to study e-brand loyalty in other industries, test the relationships of sub-constructs, and adopt qualitative methods to gain more detailed insights. Furthermore, studying UGC beyond geographical constraints and investigating specific UGC types may yield more insightful information to help marketers use UGC properly to foster brand growth.Item The Influence of Online Marketing Content on Secondhand Clothing Purchasing Intention among State University Students in Sri Lanka with the Mediating Role of Customer Satisfaction(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Perera, P. G. D. R.; Subasinghe, S. M. A. N. M.Second-hand clothing is increasingly recognized as a sustainable and economical alternative to fast fashion. This trend, fuelled by environmental awareness and financial limitations, particularly resonates with young consumers, including university students. In Sri Lanka, this demographic is uniquely positioned to drive the second-hand clothing market due to their digital proficiency, budget-conscious lifestyles, and growing interest in sustainability. However, limited empirical studies have explored the factors influencing their purchasing behaviour, particularly in the context of online marketing and its interplay with customer satisfaction. This research addresses this gap by investigating the role of online marketing content in shaping the purchasing intentions of state university students in Sri Lanka, emphasizing the mediating impact of customer satisfaction. The study adopts a positivist research philosophy and a deductive approach, utilizing a quantitative research design to explore the hypothesized relationships. A cross-sectional survey strategy was employed, with data collected from a sample of 300 students representing multiple public universities across Sri Lanka. The sample was selected using a stratified random sampling technique, ensuring representation across different universities and demographic factors. Self-administered questionnaires, distributed through digital platforms, captured insights into students’ perceptions of online marketing content, levels of satisfaction, and purchasing intentions. Statistical analysis, including correlation and regression methods conducted via SPSS software, provided a robust framework for testing the study’s hypotheses. Results demonstrate a significant impact of online marketing content on both customer satisfaction and purchasing intentions. Specifically, the quality, credibility, and relevance of marketing content emerge as key drivers of consumer engagement. Content that is visually appealing, informative, and interactive significantly enhances satisfaction, which in turn mediates the relationship between marketing content and purchasing intention. Students who experience higher satisfaction with their online shopping experience are more likely to trust the platform, recommend it to others, and make repeat purchases. The study underscores the significance of understanding the preferences and expectations of a digitally active and sustainability-conscious demographic. Students prioritize transparency, authenticity, and personalized experiences in online marketing content, and marketing strategies that effectively incorporate these elements can influence their purchasing decisions while fostering long-term brand loyalty. However, the study also acknowledges certain limitations. The reliance on self-reported data may introduce response bias, and the cross-sectional design restricts the ability to draw causal inferences. Additionally, the focus on a specific demographic—state university students in Sri Lanka—limits the generalizability of the findings. Future research should address these limitations by employing longitudinal study designs, examining more diverse populations, and exploring the cultural influences on second-hand clothing consumption. The implications of this research are multifaceted. From a theoretical perspective, the study advances the understanding of how online marketing content shapes consumer behaviour in the second-hand clothing market, particularly in a developing country context. Practically, it offers actionable insights for marketers, policymakers, and educators. Businesses can leverage these findings to design targeted online campaigns that align with consumer values of affordability, environmental consciousness, and digital convenience. For policymakers, the study underscores the need for initiatives that promote sustainable consumption and support the growth of the second-hand clothing market as a viable alternative to fast fashion. In conclusion, this research underscores the transformative potential of online marketing content in influencing the purchasing behaviour of university students in Sri Lanka. By emphasizing customer satisfaction as a mediating factor, it highlights the importance of creating positive consumer experiences that resonate with the values of young, budget-conscious, and environmentally aware individuals. These insights pave the way for strategies that not only drive business growth but also contribute to broader sustainability objectives in the fashion industry.