The growth of e-commerce in Sri Lanka has transformed consumer behaviour, with a noticeable rise in shopping driven by hedonic motivations. Despite this trend, a significant empirical and theoretical gap exists, as ...

In the digital era, consumer engagement is increasingly shifting toward online platforms, making viral marketing a powerful strategy for influencing purchasing behaviour. Despite its global importance, the effectiveness ...

The rise of user-generated content, particularly unboxing review videos on YouTube, has transformed how consumers interact with and make decisions about products online. Despite this global trend, limited research has ...

The rapid growth of e-banking has transformed financial services globally, yet its adoption in rural areas of Sri Lanka, particularly in the North Central Province, remains limited due to challenges related to usability ...

The rise of social media platforms such as YouTube, Instagram, and TikTok has established vloggers as powerful opinion influencers, particularly in the cosmetic industry. This study investigated vloggers' physical ...

In view of the increasingly competitive and experience-based nature of the service industry in general and especially the wedding planning industry, the topic of customer engagement has now become a crucial success ...

The rapid expansion of Sri Lanka’s supermarket industry has drastic competition between national brands and private label brands. Store image has emerged as a key factor driving consumer attitude towards PLBs and ...

This study explores the influence of ethnocentrism on high-income consumers’ intention to purchase domestically produced apparel in Sri Lanka. The research focuses on the textile market, particularly where both retailers ...

In today’s highly competitive retail environment, understanding the factors that influence consumer purchase intentions is essential for supermarket chains striving to remain relevant and customer-oriented. Despite the ...

In the digital era, influencer marketing has become a dominant strategy in shaping consumer behavior. Among various types of influencers, micro-influencers with smaller, yet highly engaged followings are gaining attention ...