Symposia & Conferences
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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 Impact of Social Media Contents on Men's Purchasing Intention of Personal Care: Examining the Moderating Role of Social Media Usage with Special Reference to Gen Z In Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hanwalla, H. S. L.; Mirando, U. J.The emergence of social media has impacted consumer behaviors, especially when it comes to the Gen Z male demographics in the personal care sector. Global context reveals this is particularly relevant for men's grooming within the contemporary Sri Lankan market. It only highlights the deviation in purchase behavior that exists among male consumers that social media marketing tools have not covered. Moreover, those who focus on Gen Z marketing have not explored how this generation interacts with different social media pages dedicated to personal care-oriented information. These include firm-created content, e-WOM, and UGC targeting this demographic. Consequently, this study focuses on this loophole that exists in the context of Asian developing nations such as Sri Lanka, as well as focusing on the male consumers' purchasing behavior. Therefore, this study examines the effect of Firm-created content, user-generated content (UGC), and electronic word-of-mouth (e-WOM) which are social media content elements on the purchasing intention of male Gen Z in the personal care industry. In addition, it examines the moderating effect of social media usage on behavior modifications, with particular interest in the intensity of engagement. This study contributes to the understanding of the unique purchasing patterns of male consumers who have a higher online engagement in Sri Lanka which is a developing economy. This study’s methodological approach is based on the positivist paradigm and a deductive approach is used to test the hypothesized relationships utilizing existing theories and models. Data collection was done by use of a structured questionnaire that was given to three hundred and eighty-five (385) respondents aged 18 to 26 years from the Western Province of Sri Lanka by the age cohort representation of Gen Z. The study employed convenience sampling as the main sampling method because it provides a fast and easy way of reaching many users who use social networks. This was especially relevant for the focus of the study which is on users of social networks, as it facilitated fast data collection among those who underwent the experience and exhibited the behavior. However, it is recognized that convenience sampling may affect the findings’ applicability to the larger population. It was established that there is a strong positive link between social media content and purchasing intentions of the young male cohorts within the Gen Z age bracket especially in terms of their social interactions. Then, engagement in positive purchasing behaviors is the need for authenticity, relatability, and consistency in content. Among all the types of content elements, UGC and e-WOM are regarded as the most influential and credible content as they elicit emotions better than content that has been created by firms. Social media usage has been registered to act as a moderator to this relationship and indeed push the effects of content on purchasing intention to a whole new level. Content that is liked, shared, and commented on by the target audience influences purchasing them in return pointing to the importance of active and engaging social media engagement. The study has both theoretical and practical implications. In terms of contributions, it adds scholarly attention to the role of social media consumption in linking content types and the purchasing intentions of customers. The findings make an important addition to social media marketing literature by highlighting the commercialization of the characteristics of Gen Z and their preferences for assimilating and engaging in the content. The study gives practical recommendations to personal care brands in Sri Lanka and other developing markets. To capture the attention of Gen Z males and females, marketers need to focus on embedding authenticity, trust, and strong emotion within the content through Instagram, TikTok, and YouTube. Engagement can be enhanced through interactive tools such as influencers, consumer campaigns, and exciting short videos. Last but not least, this study highlights the power of social media content in shaping Gen Z males' buying intention toward personal care products. Tackling an important issue in existing literature and providing practical recommendations, the study provides appropriate assistance for marketers who seek means to adapt to the challenges of rapidly changing digital space while effectively engaging the young audience. While the study delineated some important findings, it did possess scope for further studies. Respondents in the study relied on self-reported data, which could cause bias due to social desirability and recall errors. Furthermore, the analysis was restricted to a certain demographic group and geographic area, in this case, Gen Z male cohorts in Western Province, Sri Lanka, thereby limiting the extent to which the findings could be applied to other groups and areas. To deal with those limitations, future research can expand or even validate the findings through cross-cultural comparisons, longitudinal designs, and inclusion of behavioral data.Item Impact of Social Media Content Types on Consumer Engagement in Casinos in the Western Province(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hansaja, D. H. S.; Karunanayake, R. K. T. D.Social media has revolutionized marketing strategies across various industries, including entertainment and casinos, introducing innovative approaches to consumer engagement. This study examines the impact of different social media content types—Visual Video Content, User-Generated Content (UGC), Promotions and Giveaways, and Interactive Content—on consumer engagement in casinos within Sri Lanka’s Western Province. The research is guided by the Uses and Gratifications Theory (UGT), which explores how consumers actively seek content that fulfills their needs and motivations. A quantitative research design was employed, with data collected through a structured questionnaire distributed to 381 casino patrons. The analysis, conducted using IBM SPSS, included descriptive statistics, correlation analysis, and multiple regression analysis. Findings indicate that Visual Video Content has the most significant impact on consumer engagement, followed by Interactive Content, Promotions and Giveaways, and UGC. Notably, younger audiences exhibit higher engagement with visual and interactive content, while older demographics respond more favorably to promotional offers and UGC. This study provides practical insights into how casinos can tailor their social media strategies to align with consumer preferences and maximize engagement. Visual Video Content emerges as the most effective medium due to its immersive and dynamic appeal, resonating strongly with younger demographics. Promotions and Giveaways, while impactful across all age groups, are particularly effective among older patrons who value tangible incentives. UGC and Interactive Content foster a sense of community and trust, strengthening consumer relationships with casino brands. Additionally, this research highlights the importance of data-driven insights in refining social media strategies. By leveraging consumer behavior analytics, casinos can gain a deeper understanding of engagement patterns and tailor their campaigns to evolving consumer preferences. Collaborating with influencers and incorporating user testimonials can further amplify reach and credibility in the digital space. From a theoretical perspective, this study fills a critical gap in the literature on social media marketing in the casino industry and contributes to the growing body of research on UGT in digital marketing. Practical implications include implementing age-specific content strategies to optimize engagement, enhance customer satisfaction, and build brand loyalty. However, the study’s focus on the Western Province limits the generalizability of its findings to other regions and cultural contexts. Future research could explore cross-cultural comparisons or examine additional demographic factors, such as gender, income levels, and cultural influences, to develop a more comprehensive understanding of social media engagement in the casino industry..