Abstract:
Voice technologies such as Alexa, Siri, and Google Assistant are rapidly transforming
how consumers interact with digital content, shifting from text-based queries to
voice-driven searches. While this global trend has significant implications for
consumer behaviour and marketing effectiveness, limited research has examined its
adoption and impact in Sri Lanka. This study addresses this gap by analyzing how
voice search influences digital marketing strategies and brand engagement among
consumers in the Colombo District. Grounded in the Technology Acceptance Model
(Davis, 1989) and Consumer Behavior Theory (Schiffman & Kanuk, 2007), the study
explicitly investigates the effects of perceived usefulness, convenience, and
behavioral intention on voice search adoption, and how this shapes brand recall and
engagement. A quantitative approach was employed using a structured online
questionnaire distributed to 281 digitally active consumers through stratified random
sampling. Variables were measured using validated Likert-scale items, and data were
analyzed through descriptive statistics, correlation, and regression using SPSS.
Findings reveal that 72% of respondents use voice search at least once per week,
primarily for localized queries, product searches, and service details. Results further
indicate that firms optimizing their digital presence with long-tail keywords,
structured data, and multilingual, voice-friendly content achieve stronger brand recall
and higher consumer engagement. However, a readiness gap persists, as many Sri
Lankan firms lack effective voice-optimized strategies. The study concludes that
voice search is not a passing trend but a critical driver of digital marketing
transformation in Sri Lanka. By linking consumer adoption patterns with marketing
outcomes, this research contributes theoretically by extending TAM into the context
of voice-based technologies and practically by offering insights for Sri Lankan firms
to adapt to a voice-activated consumer culture.
