With the increased penetration of social media, its use as a promotional tool has become a notable trend. This shift is particularly evident in advertising, where social media platforms have emerged as a more cost-effective ...

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 ...

Consumers are likely to negotiate their identities through the brands they consume, particularly in online communities where global and local branding intersect. Consumer cosmopolitanism refers to a worldview characterised ...

In today’s dynamic and competitive market environment, consumer behaviour is rapidly evolving, requiring brands to adopt innovative advertising strategies to sustain long-term relationships. Hence, this study investigates ...

The growing use of gamification in mobile telecommunications has raised questions about whether such strategies foster genuine brand loyalty or simply short-term interaction. This study explained the effect of online ...

The Sri Lankan cosmetic market has rapidly expanded alongside increased social media use, yet little is known about how influencer credibility shapes consumer decisions. This study addressed this gap by examining the ...

Sri Lanka’s e-commerce sector is rapidly growing, with YouTube influencers emerging as powerful channels for consumer engagement. However, the effectiveness of embedded advertising integrated into influencer content ...

In today’s competitive and rapidly changing marketplace, building strong emotional bonds between consumers and brands is essential for sustained success. This study investigated the influence of brand spokesperson ...

The expansion of digital platforms such as Daraz, Temu, and AliExpress has reshaped consumer purchasing behaviour in Sri Lanka’s online retail fashion industry, where Online Behavioural Advertising (OBA) has become a ...

The Sri Lankan fashion, particularly in the Western Province is an indispensable sector of its economy and still cannot afford to get transparency in supply chain. Rising global consciousness of ethical sourcing, ...