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    The Impact of Social Media Influencer Marketing on Brand Loyalty Towards Luxury Cosmetic Brands: with Special Reference to Gen Z in Western Province of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ekanayake, K. B. P.; Wanninayake, W. M. C. B.; Ekanayake, G. D.
    This study investigates the relationship between brand loyalty and social media influencer marketing among Generation Z customers in Sri Lanka's luxury cosmetics sector, namely in the Western Province. Because of their knowledge, credibility, and attractiveness, as well as the informational and entertaining value of their content, social media influencers are becoming more and more important in digital marketing. The study fills gaps in understanding how these aspects generate long-term brand loyalty in emerging economies by providing insights into the dynamic convergence of digital and luxury brand marketing.The study used a quantitative research methodology to examine 375 Generation Z customers living in Sri Lanka's Western Province, who were between the ages of 12 and 27. A structured questionnaire assessed how influencer marketing elements, such as informational and entertainment content, as well as influencer attributes like trustworthiness, expertise, and attractiveness, shape brand loyalty. To evaluate these relationships, statistical techniques such as regression analysis and correlation were used. were also investigated in order to determine how they affected the process of establishing loyalty. The findings show that influencers' expertise and trustworthiness are crucial for building strong brand loyalty, followed by their attractiveness. Content with high entertainment value enhances consumer engagement, while informational content bolsters decision-making confidence, fostering brand loyalty. Stronger emotional bonds between influencers and their audiences are produced when they successfully reflect brand values. This results in brand endorsement, repeat business, and resistance against competing efforts to market. The study also shows that Gen Z consumers are increasingly choosing relatable and genuine influencers over conventional advertising.The study's focus on Generation Z customers and Sri Lanka's Western Province may limit its applicability to other age groups or regions. Because the study uses self-reported data, response bias may be present. Additionally, the cross-sectional design captures data at a single point in time, providing a snapshot rather than longitudinal insights into evolving trends. To capture long-term loyalty patterns, future research could use longitudinal designs, qualitative approaches, or a wider demographic reach. This study provides theoretical contributions by expanding the existing body of literature on influencer marketing and consumer behavior within emerging markets. Practically speaking, it provides useful data for marketers looking to create efficient influencer marketing campaigns geared to Generation Z's unique taste in the luxury cosmetics sector. Marketers should prioritize collaborations with influencers that represent integrity and knowledge, while also ensuring that the content is consistent with brand values and customer expectations. This study contributes to the ongoing discussion about influencer marketing in developing economies by demonstrating how cultural and socioeconomic characteristics influence customer behavior in digital arenas. It emphasizes the unrealized potential of targeted influencer collaborations for developing long-term brand relationships in the premium category. Future research might investigate these patterns in a variety of geographic and cultural contexts, as well as the influence of emerging platforms such as TikTok in luxury brand marketing.
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    The Impact of Influencer’s Message Value and Credibility on Consumer Trust: Special Reference of Luxury Branded Cosmetics in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wickramasinghe, M. C. J.; Wijenayaka, S. I.
    Influencer marketing is a widely used marketing strategy in the Sri Lankan cosmetic industry today. However, many companies do not use this marketing strategy with proper understanding. For this reason, many brands do not improve their brand but rather damage it. Therefore, there is a decrease in trust among consumers. This study investigates the impact of influencers' message value and credibility on consumer trust within the context of luxury branded cosmetics in Sri Lanka. It seeks to address gaps in understanding how key components of influencer communication, such as information, entertainment, trustworthiness, attractiveness, and expertise, affect consumer trust. Building on existing literature, this research highlights cultural nuances specific to the Sri Lankan market, distinguishing it from global studies in the field. Key arguments and findings emphasize the roles of both emotional and informational appeal in shaping trust within high-value consumer sectors. The research adopts a quantitative approach grounded in a deductive methodology. Therefore, in this study, based on the literature, the study has developed an existing model and studied how influencer message value and credibility affect customer trust using a structured questionnaire survey with 27 questions involving 321 respondents aged 18 years or above. Statistical analyses were conducted using correlation and multiple regression techniques to test hypotheses derived from a conceptual framework. These analyses examine the relationships between influencers' message components and consumer trust within the luxury cosmetics sector in Sri Lanka. Results indicate that both message value and credibility significantly influence consumer trust. Informational and entertainment values were particularly instrumental in fostering trust, as were influencer attributes such as trustworthiness, attractiveness, and expertise. The study underscores the unique importance of culturally relevant and authentic marketing strategies in the Sri Lankan luxury beauty sector. The findings align with existing research in highlighting trust as a determinant of consumer engagement but contribute novel insights into local consumer dynamics and preferences. The study's scope is limited to luxury branded cosmetics within a single geographic market, potentially constraining the generalizability of findings. Additionally, reliance on self-reported data may introduce bias. Future research could expand the framework to include broader geographic contexts, as well as longitudinal analyses to observe changes over time. The findings offer theoretical contributions by validating and refining models linking message value and credibility to trust in the context of luxury goods marketing. Practically, the study provides actionable insights for brand managers and influencers in Sri Lanka, suggesting tailored strategies that prioritize credibility and consumer engagement. Future research should explore underrepresented factors such as parasocial relationships and the long-term effects of influencer collaborations.
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    Impact of Social Media Macro-Influencer Authenticity on Purchase Intention for Fast Food Brands in Sri Lanka Among Gen Z: The Mediating Effect of Brand Credibility
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakshani, L. H. S.; Subasinghe, S. M. A. N. M.
    This research explores the impact of social media macro-influencer authenticity on purchase intention for fast food brands in Sri Lanka among Gen Z: the mediating effect of brand credibility. This demographic, characterized by its digital savviness and preference for authenticity, presents unique challenges and opportunities for marketers. The study addresses a critical gap in literature by investigating how key factors of influencer authenticity trustworthiness, expertise, attractiveness, and similarity shape purchase intentions. It also examines the role of brand credibility in this dynamic. Fast-food brands face significant competition and need innovative marketing strategies, particularly in urban regions where consumer preferences are rapidly evolving. The research situates itself within the existing literature on influencer marketing and extends it by contextualizing findings within the socio-cultural and economic environment of Sri Lanka, providing actionable insights for brands seeking to optimize their marketing strategies for Generation Z. and 403 members of Generation Z who actively follow fast-food influencers on social media sites like Facebook, Instagram, and TikTok were given a structured online survey as part of the study's quantitative research approach. Statistical methods such as the Cronbach's alpha, KMO, and Bartlett tests were used to make sure the data was reliable and valid. Regression analysis and mediation analysis were used in the data analysis to ascertain the direct influence of influencer authenticity characteristics on purchase intention and the involvement of brand credibility in this connection, respectively. The Source Credibility Model serves as the theoretical foundation for the study, highlighting the crucial role that influencers' perceived sincerity plays in influencing customer behavior. Additionally, the analysis takes demographic and cultural factors into account, placing the results in the larger framework of digital marketing. The results show that purchase intention is significantly positively impacted by macro-influencer authenticity, with likeness and beauty being the most important characteristics, followed by knowledge and trustworthiness. This relationship is further amplified by the mediating function of brand credibility, which shows that real influencers not only directly affect customer choices but also raise the perceived legitimacy of the companies they support. These findings are consistent with earlier studies that highlight the value of relevant and trustworthy influencers in building engagement and trust, especially among Generation Z. The Western Province was the study's primary emphasis, which restricts the findings' applicability to other parts of Sri Lanka where cultural and economic circumstances can be different. Furthermore, using self-reported information gathered via online questionnaires raises the possibility of response biases. Future research could address these. By using a variety of geographic samples, performing in-person or offline interviews, and investigating the joint roles of macro and micro-influencers, future study could overcome these constraints. This study has both theoretical and practical ramifications. The study theoretically adds to the expanding corpus of research on influencer marketing by emphasizing the relationship between customer behavior, brand credibility, and influencer authenticity. By placing the Source Credibility Model in the context of an emerging economy's digital marketing environment, it expands upon it. In practice, the results give fast-food companies a foundation for improving marketing efficacy. Businesses can increase trust and create stronger bonds with their target audience by collaborating with influencers who exhibit authenticity and share brand values. The study emphasizes how crucial it is to incorporate culturally appropriate and open marketing techniques, making use of the special qualities of macro influencers to successfully interact with Generation Z. For marketers navigating Sri Lanka's fiercely competitive and technologically advanced fast-food business, these insights are priceless.
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    Impact of Social Media Influencers on Post-purchasing Dissonance of Sri Lankan Brand New Mobile Phone Industry; With Moderating Effect of Consumer Income Level
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lakmal, W. G. S.; Karunanayake, R. K. T. D.
    This study investigates the impact of social media influencers in mitigating post-purchase dissonance within Sri Lanka’s brand-new mobile phone market, with a particular focus on the moderating role of consumer income levels. Addressing a critical gap in existing literature, the research examines how key influencer characteristics—attractiveness, trustworthiness, and expertise—affect consumers’ post-purchase perceptions. By integrating Source Credibility Theory and Social Exchange Theory, the study offers new insights into influencer marketing in an emerging market context and provides strategic implications for targeting income-diverse consumer segments. A quantitative research approach was adopted, utilizing a structured survey distributed to 390 respondents across urban, suburban, and rural areas of Sri Lanka. The data were analyzed using regression techniques to evaluate the relationships between influencer characteristics, income levels, and post-purchase dissonance. The results provide strong empirical support for the study’s hypotheses. Findings indicate that the expertise and attractiveness of social media influencers significantly reduce post-purchase dissonance among Sri Lankan consumers, reinforcing prior research based on Source Credibility Theory. However, trustworthiness did not have a significant impact, as consumers exhibited skepticism toward influencers who frequently promote brand-sponsored content. Additionally, income level emerged as a significant moderator, with lower-income consumers experiencing heightened post-purchase dissonance due to their greater sensitivity to financial risks. These findings underscore the importance of tailored influencer marketing strategies that consider consumer income variations. Despite its contributions, the study is limited in scope to Sri Lanka’s mobile phone sector, making its generalizability to other industries uncertain. Moreover, reliance on self-reported data may introduce social desirability bias, and the absence of qualitative insights from influencers and brands restricts a deeper understanding of influencer marketing strategies. From a theoretical perspective, this study extends the literature on social media influencer marketing by contextualizing it within an emerging economy, highlighting the intersection of influencer attributes and consumer income levels. Practically, the findings offer valuable guidance for marketers and policymakers, emphasizing the importance of authentic, visually engaging, and knowledge-driven influencer content to minimize post-purchase dissonance. The research also provides a conceptual framework for similar studies in other developing markets, encouraging further exploration of income-based segmentation strategies in influencer marketing.
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    Impact of Micro-Influencers on E-Brand Loyalty of Online Consumers in Sri Lankan Ayurveda Cosmetic Industry: Moderating Effect of E-WOM
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Silva, G. W. K. N.; Udara, S. W. I.
    This study examines how micro-influencers affect online consumers' e-brand loyalty in the Sri Lankan ayurvedic cosmetics industry, with a particular focus on the moderating role of electronic word-of-mouth (E-WOM). The digital era has significantly impacted the corporate environment, with social media marketing becoming a primary strategy for marketers to shape brand loyalty among their target audience. Influencer marketing has grown significantly in the digital era, with a global valuation of $21.1 billion in 2023. In Sri Lanka, the market for influencer advertising is expected to generate US$17.23 million in ad spending by 2024. Among various influencer categories, micro-influencers are seen as crucial in the growing significance of influencer marketing because they engage with niche audiences to shape consumer experiences with more personal and interactive content. Despite the growing importance of influencer marketing, gaps remain in understanding how micro-influencers influence brand loyalty, particularly in the Sri Lankan context. This study addresses these gaps by exploring how key micro-influencer attributes such as expertise, trustworthiness, and attractiveness impact e-brand loyalty and how E-WOM strengthens these relationships. A quantitative research approach was adopted, with data collected through an online survey. A sample of 385 participants was targeted, yielding 288 valid responses for analysis. The study measured key variables using a five-point Likert scale. Micro-influencers' trustworthiness, expertise, and attractiveness were considered independent variables, while e-brand loyalty served as the dependent variable, and E-WOM functioned as the moderator. Statistical analysis, including multiple linear regression and Andrew F. Hayes’ Process Macro in SPSS, was used to examine the relationships and moderating effects. The findings indicate that micro-influencer attributes significantly influence e-brand loyalty. Specifically, trustworthiness and attractiveness had a strong positive impact, whereas expertise showed no significant direct effect. However, the association between micro-influencer variables and e-brand loyalty was considerably modulated by E-WOM, which increased the influence of attractiveness and trustworthiness on e-brand loyalty outcomes. Given that the study focused exclusively on the Sri Lankan Ayurveda cosmetics market, its findings may not be generalizable to other industries or geographic regions. Additionally, reliance on self-reported data introduces potential biases, such as social desirability effects. Moreover, the study did not incorporate qualitative insights from brands or influencers regarding effective micro-influencer strategies, which could be explored in future research. This study makes important theoretical and practical contributions. It extends the literature on micro-influencer marketing by contextualizing its effects within the Sri Lankan market and examining the interplay between influencer attributes and E-WOM. By aligning with the Source Credibility Theory, the study enhances understanding of how micro-influencers foster brand loyalty through perceived trustworthiness and attractiveness, particularly when reinforced by E-WOM. From a practical standpoint, the findings offer valuable insights for marketers and policymakers, emphasizing the importance of building authentic, visually appealing, and trustworthy influencer relationships while leveraging E-WOM strategies to enhance consumer engagement. Additionally, the study provides a conceptual framework for future research in emerging economies, where digital marketing is rapidly evolving alongside cultural and technological shifts.
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    Impact of Influencer Marketing on Consumer Trust of Food Industry in Sri Lanka with the Mediating Impact of Consumer Perception
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Miranda, T. T.; Weerasiri, R. A. S.
    The research presented here examines the impact of influencer marketing on consumer trust in Sri Lanka's food industry while taking into account the mediating effects of consumer perception. In addition to the additional reading among other academics concentrating on the developing aspects of consumer trust and engagement, this study has helped to clarify the gaps between the many influencer attributes, such as image, credibility, innovation, and attractiveness. The results help us understand how these factors are interconnected and show the importance of influencers in establishing the relationship between customers and business entities. This study used a survey method to gather data from 404 respondents who were chosen by simple random selection as part of its quantitative research approach. A standardized online questionnaire with a 5-point Likert scale was used to collect data on factors like trust, consumer perception, and influencer attributes like creativity, innovativeness, attractiveness and image. To investigate relationships and validate the study's hypotheses, descriptive and inferential analysis, such as regression and correlation tests, were carried out using SPSS. According to the study, influencer qualities have a big impact on customer trust. Innovation had the most influence (72%), followed by trustworthiness (68%), attractiveness (65%), and image (60%). It was discovered that consumer perception successfully mediated these linkages, highlighting the part influencers play in establishing trust in the food sector. These results are consistent with earlier research highlighting the strategic value of influencer marketing in building customer trust. Based on the study's findings, consumer perception serves as a crucial mediating factor in the relationship between consumer trust in the Sri Lankan food industry and the four main components of influencer marketing: image, credibility, creativity, and content attractiveness. At 36%, influencer image held the biggest share, highlighting the significance of reputation, professionalism, and relatability in fostering trust. With a 29% contribution, credibility was the second most influential quality, highlighting the need for influencers to exhibit knowledge, dependability, and genuineness in order to inspire trust in their recommendations. At 21%, content creation highlighted how creative and captivating content can draw in customers and strengthen consumer trust at 14%, content attractiveness, on the other hand, demonstrated the importance of influencer attractiveness, and captivating narrative in maintaining customer trust. Credibility and trustworthiness were found to be the most important criteria overall, while appealing and original content was essential for preserving long-term customer trust. Assessing long-term trends is limited by the cross-sectional design of the study. Additionally, the sample is limited to Sri Lanka, which limits the findings' generalizability to other contexts, and the reliance on self-reported data introduces possible biases. By include consumer perception as a mediating variable, this study theoretically adds to the body of research on influencer marketing and trust. In practice, it provides marketers with useful information to create campaigns that prioritize creativity, innovativeness, attractiveness and image. Future studies can examine longitudinal patterns in the effects of influencer marketing or expand the geographic focus.
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    Impact of Celebrity Endorsement towards Brand Equity: With Special Reference to Carbonated Soft Drinks Brands.
    (Department of Marketing Management, University of Kelaniya, 2016) Costa, M.P.C.; Bandara, B.S.S.U.
    Nowadays, companies spend billions of dollars per year on celebrity endorsement to create the positive awareness for their products and brands. Most of carbonated soft drink brands tend to implement celebrity endorsement as an effective promotional tool .on the other hand the impact of the celebrity endorsement on brand equity varies from country to country according to previous research studies. But here the researcher could not found out any prior research conducted on the impact of celebrity endorsement towards the brand equity with special reference to carbonated soft drinks brands in Sri Lankan context. Thus the key purpose of this research to study the impact of celebrity endorsement towards the brand equity; with special reference to carbonated soft drink brands. In order to obtain a more reliable result, a quantitative research is carried out to investigate the topic. Descriptive statistics were used for analysis of demographic data. Correlation analysis was carried out to find out the relationship between the independent and dependent variables. According to the research findings, all the factors of celebrity endorsement (trustworthiness, expertise, attractiveness, product congruency, celebrity activation and celebrity multiplicity) have a liner relationship with brand equity .However; the level of impact of each factor is different from one another. Celebrity multiplicity and attractiveness of celebrity endorsement are most prominent factors which impact to build brand equity.
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    The Impact of Celebrity Endorsement on Brand Personality in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2016) Amarasighe, N.M.; Weerasiri , R.A.S.
    This Study was carried out to evaluate the effectiveness of celebrity endorsement on brand personality. Other than that this research was carried out to identify the relationship between celebrity endorsements and brand personality. Also to find out the key factors that plays a prominent role in a successful celebrity endorsement. To get a clear view of the relationship between the two variables a survey was carried out and information was gathered from Sri Lankan consumers. The Outcome shows there is a positive relationship between celebrity endorsement and brand personality. Consumers agreed that brand personality gets influenced by the celebrity’s characteristics. Most of the respondents are bias towards the attractiveness of the celebrity and trustworthiness. Expertise factor of the celebrity is also playing a major role. Companies would need to consider these factors when taking decisions regarding celebrity endorsements. They also need to identify the significant relationship it has with the brand personality. From this conclusion companies can take successful celebrity related decisions without tarnishing their brand image and personality. This will increase their bottom lines if the decisions were taken tactfully.