Weerasooriya, A.W.D.W.; Iroshana, M.W.U.K.; Cooray, N.H.K.
(Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)
With the rapid rise of social media, consumer–brand interactions are evolving, and
Facebook has emerged as a key platform for influencer marketing. While there are
worldwide examples of the effectiveness of celebrity ...