Symposia & Conferences
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Item The Impact of Social Media Food Vloggers on Generation Z’s Purchasing Intentions in Sri Lanka’s Food & Beverage Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ranathunga, D. I. D.; Subasinghe, S. M. A. N. M.This study investigates how social media food vloggers influence the purchase intentions of Generation Z customers in Sri Lanka's food and beverage (F&B) business. The study fills a vital vacuum by investigating how influencer marketing, which is defined by credibility, attractiveness, information quality, and electronic word of mouth (EWOM), affects customer attitudes and purchasing decisions. It also investigates the mediating function of consumer attitude in this relationship. This study, which is based on the theoretical frameworks of the Theory of Planned Behavior (TPB) and the Uses and Gratifications Theory (UGT), adds to our knowledge of influencer-driven consumer behavior, particularly in a localized cultural context. A quantitative research technique was used to obtain primary data from 385 Generation Z respondents in Sri Lanka using a structured online survey. Participants were selected using convenience sampling, with the study focusing on those who actively engage with food vloggers' social media material. The questionnaire included Likert-scale items to assess credibility, attractiveness, information quality, word-of-mouth, consumer attitudes, and purchase intentions. Data was analyzed using SPSS software, with descriptive, correlation, regression, and mediation analyses performed to test hypotheses and provide crucial findings. According to the report, 87% of Generation Z respondents regularly follow food vloggers on social media sites including Facebook, YouTube, TikTok, and Instagram. The data show that social media food vloggers have a major effect on consumer purchasing decisions. All influencer marketing sub-variables, including credibility, attractiveness, information quality, and EWOM, had a favorable impact on purchase intentions. Furthermore, customer attitudes were shown to buffer the association between social media food vloggers and purchase intentions. These findings are consistent with previous research, emphasizing the significance of authenticity, relatability, and quality content in influencing customer behavior. Furthermore, food vloggers like "Stories of Lash" have been acknowledged as significant in creating customer preferences. This study's limitations include the use of a convenience sample, which may not completely reflect Sri Lanka's Generation Z population. Furthermore, the study focusses on the food and beverage business, restricting the findings' applicability to other industries. The cross-sectional design limits the capacity to notice changes over time. Self-reported statistics may potentially contain bias caused by social desirability or respondents' misreading of questions. Theoretically, this study advances our knowledge of influencer marketing by including emotional and social components into established behavioral frameworks. Practically, it provides actionable data for F&B marketers looking to exploit the expanding popularity of social media food vloggers. Strategies like connecting with trustworthy and relatable influencers, providing interesting and high-quality material, and using platform-specific capabilities are advocated. Future study might look at the long-term impact of influencer marketing on consumer loyalty and broaden the scope to include additional demographic groups and sectors.Item Influence of Social Media Short Content Video Marketing on Women's Purchasing Intention of Local Ayurvedic Beauty Brands: Examining the Mediating Role Brand Credibility with Special Reference to Gen Z in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Pathirana, H. P. D. A.; Subasinghe, S. M. A. N. M.Short video content marketing on social media has rapidly become one of the most powerful weapons in influencing the behavior of consumers, especially the more digitally savvy Generation Z. This study attempts to explore how social media short video content influences women’s purchasing intentions of local Ayurvedic beauty products in Sri Lanka, focusing more on the mediating effect of brand credibility. Based on the Western Province context, the research aims to explain how Ayurvedic beauty brands can utilize short-form videos to better integrate traditional and culturally embedded products with the needs of a predominantly digital audience. The research employs a positivist paradigm and is therefore deductive, implying that it extensively relies on testing hypotheses developed from such theories and frameworks as the Elaboration Likelihood Model. Researchers used a structured questionnaire of 26 questions that was administered to a sample of 382 women aged 18–27 from Colombo, Gampaha, and Kalutara districts who were selected as representing the Gen Z audience. This was to target Gen Z women who are social media users, as they were the most pertinent demographic group for this study. To guarantee the population was consistent with the topic of interest, the subjects were drawn using a non-probability sampling method whereby the participants accessed the study through convenience sampling. Convenience sampling was chosen due to its practicality and efficiency in reaching the target demographic of Gen Z women actively engaging with short video content. This method allowed the researcher to collect data quickly and cost-effectively while ensuring a sufficient sample size for meaningful analysis. Through online administration, the data were collected based on a five-point Likert scale to measure perceptions of short video content, brand credibility, and purchasing intention. Further, statistical analysis such as descriptive statistics, correlation analysis, and mediation analysis were performed using SPSS software to test the proposed relationships among the stated variables. The research findings indicate that the use of short videos in the social media context has an impact on women’s purchasing intention directly and indirectly through brand credibility. Three other factors were also noted interesting content, scenario-based experiences, and user participation interaction, which are constituents of short video marketing that enhance brand credibility and purchasing intention. It is noteworthy that trustworthiness and expertise as components of brand credibility were effective in influencing the relationship between short video marketing and purchasing intention. This means that the consumer trust and perceived expertise acquired through interaction with short video content that is captivating and genuine are important determinants of consumer behavior. These findings are consistent with previous research and reinforce the role of interactive, visually attractive marketing strategies in gaining consumers’ trust and encouraging purchases. The study, however, recognizes certain limitations despite its contributions. Because the approach taken is cross-sectional, there is no way of knowing the long-term effects and changes in the consumers’ behavior due to short-form video marketing. Moreover, the study only concentrates on Gen Z women in the Western Province of Sri Lanka which makes it impossible to make pronouncements about other ages or geographical areas. Furthermore, the use of self-reported data creates potential sources of bias including social desirability and recall bias which may reduce the credibility of such data. Moreover, social media is constantly changing, and developing at an unprecedented pace, making it difficult to track and measure the changes in the trends and desires of consumers. The theoretical and practical implications of the study are significant. The research extends the focus on digital marketing as it considers brand credibility as a mediating factor in the short-form video context. It demonstrates the potential of engaging and informative short video content in securing consumer trust, which is critical in today’s evolving market as traditional norms are disrupted. At a practical level, the findings offer useful recommendations to local Ayurvedic beauty brands in the Sri Lankan market. For example, Spa Ceylon, Janet Ayurveda, and Aroma Bliss Ceylon can use the findings of this study to design marketing strategies targeting the Gen Z cohort. By coming up with short videos that are more interesting, real, and interactive, these brands stand a chance of increasing their brand credibility, consumer trust, and purchasing intention. In addition, the research brings to light Generation Z, especially the females who are high consumers of visual and interactive content and who are generally more digitally active. The research seems to suggest other possibilities that would be relevant for future research including, the types of studies that require more advanced designs employing longitudinal elements in anticipation of time changes and doing similar research in different cultural settings, sectors, or ages. As a conclusion, this research proves that social media short video content can positively influence the purchasing intention of women in Generation Z in Sri Lanka, especially where brand credibility is high. These results emphasize the importance for local Ayurvedic beauty companies to implement creative solutions in their marketing strategies that would integrate local customs and current social media trends.Item Impact of Promotional Tools on Purchasing Intension of Telecommunication Networks: with special reference to educated youth generation in Colombo in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Abeysinghe, M.G.H.M.; Gayathree, D.A.G.P.K.This research report was prepared to examine the impact of promotional tools on the purchasing intensions of telecommunication networks; with special reference to educated youth generation in Colombo. As a result of the growing competition in marketing field in the present business world, it is very important to have a vast knowledge regarding the promotional tools of telecommunications networks. It is mandatory to understand the impact of conventional and modern methods of advertising on generating revenue to the advertiser. In here conventional television advertising dimensions and modern promotional dimensions are considered the core elements of advertising. According to past studies, researchers have measured the relationship of advertising and purchasing intension referring to telecommunication networks. According to this study, the survey was conducted to examine hypothesis. Primary data was collected from 150 respondents who use mobile connections. A structured questionnaire was used as a research instrument. Respondents were selected from the university undergraduates, reachable people and employees of private companies in Colombo district. Collected data were entered to SPSS software for purpose of basic data analysis. The result revealed that the promotional tools had high impact on the purchasing intention.Item The impact of demographic and social class on purchasing intention, with special reference to fashion luxury good market in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Wijesinghe, J.S.T.; Wijenayake, S.I.The study is mainly focusing the impact of demographics and social class on purchasing intention; with special reference to fashion luxury good market in Sri Lanka. In the study the demographics and social class has been taken in to consideration to measure the consumer purchasing intention. this study only limited few areas (Gampaha, Colombo, Kegalle, Kurunegala etc.). The sample population of 100 has been analyzed through the survey method and a questionnaire had been distributed in order to collect data. Correlation technique has been used to evaluate the consumer purchasing intention. By using this method Hypothesis were tested. 4 hypotheses were accepted and 1 was rejected. As of the outcome of the study that repercussion the impact of demographical and social factors are positively associated with the purchasing intention respect of the selected sample context. as a matter of fact, that reveal those variables are stimulators which are capable enough to trigger consumers purchasing intentions. Thus, the research has elaborated significant contribution of the contemporary word by proving there is positive relationship of the variables. Therefore, the researcher has suggested the further investigations in the area of purchasing intention.Item The Impact of Store Atmospherics on Purchasing Intention with Reference to Retail Fashion Outlet.(Department of Marketing Management, University of Kelaniya, 2016) Madushani, J.; Perera, G.N.R.Retailing in Sri Lanka is gaining attention like never before. Organized retailing especially has created euphoria amongst Sri Lanka consumers drawing them into malls and trade areas in huge number. Retailers are offering never service dimension to create unique shopping experiences for the customers. However, whether consumers are able to perceive newer service dimensions and getting affected foe store patronage in new store formats or not, remains to be found out. A customer purchasing intention is critical component in store choice and satisfaction. Perception about stores is driven substantially by tangible characteristics of stores. The main purpose of this study was to determine the impact of store atmospherics on purchasing intention on retail fashion outlet. 150 respondents were selected from Gampaha area, and across these dimensions: Background music, Layout and Design, Promotional signage and Lighting, the study also investigated differences in purchasing intention of retail fashion outlets in demographic variables: age, gender and monthly income. Analyses were dong using the SPSS and MS Excel. Primary data was gathered through research questionnaire given to respondents in Gampaha area. Descriptive and inferential statistical methods such as mean and correlation were used to analyze the data in this way. The overall purchasing intention of retail stores was “good”. Across the four dimensions of purchasing intention in retail fashion outlet, the respondent’s purchasing intention in terms of background music, promotional signage and lighting was good.