Research Publications

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Subject: search.filters.subject.Consumer engagement

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    PublicationEmbargo
    From initiations to sales: leveraging social media referral initiatives on customer willingness to participate in the cosmetics landscape in Sri Lanka
    (Emerald Publishing, 2025-06-03) Jayasuriya, N; Jayasinghe, P. S.K; Rajapaksha, A; Dharmasiri, T; Sumanasinghe, D; Dasanayake, A
    Purpose: Referral marketing can be identified as the commercial form used to encourage word-of-mouth (WOM) communication. It has become popular in recent times, supporting organisations to attract new customers towards making strides in how customers are pursued to purchase certain types of products/industries. However, some factors impact the success of referral marketing programmes. This study focuses on analysing the impact of such factors as brand, rewards and celebrity endorsement on user engagement in social media referral marketing programmes. Design/methodology/approach: Further, this study discusses the moderating impact of social ties on this relationship mainly focusing on the cosmetic industry. The data were collected from respondents with exposure to referral marketing programmes through the social media platforms: Facebook, LinkedIn, WhatsApp and Instagram. The structural equation modelling (PLS-SEM) was used to analyse the data collected. Findings: The results of the study revealed that brand, reward and celebrity endorsement significantly impact the participation willingness of customers in social media referral marketing programmemes. Moreover, it showed that the social tie moderates only the brand impact on the participation willingness of customers, whereas it does not moderate the impact of rewards and celebrity endorsement on the participation willingness of customers. In doing so, the study looks extensively into the elements that drive or shape customer behaviour within this specific market niche by investigating the effect of brand, incentives and endorsements by celebrities on customer engagement. Originality/value: Accordingly, this study sheds light on the complex relationship among brands, rewards and celebrity endorsements, while also considering social ties within the context of social media referral marketing initiatives. It also delivers useful information for academics as well as practitioners. Limited studies have been conducted in this field, and therefore, this study adds some knowledge, also highlighting the moderation effect of social ties.
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    PublicationOpen Access
    Effects of Media Richness and Verbal Interactivity on Consumer Engagement
    (Emerald Publishing, 2022-12-01) Wimanthika, K; Wisenthige, K; Rathnayake, K; Edirisooriya, D; Cadir, I; Abeysekara, A
    Many brands are interested in their public profiles because they highlight the value of actively engaging in overall social media interactions in establishing their brand within and between consumers. As today's fashion customers have more choice and understanding, this provides a challenge to companies in terms of client loyalty. Fashion and clothing manufacturers are increasingly conscious of the link between brand recognition, fashionrelated conversations, and future purchasing behaviour. The emphasis of this study is on fashion brands' successful customer-engagement marketing techniques through Instagram. This study looks at the most up-to-date consumer engagement that takes place on Instagram with the variables of media richness and verbal interactivity. Basically, the entire research that has been carried out is based on Morgan table 384 and incorporates pages of 14 specific brands with more than 50k followers. The result was generated using multinominal logistic regression to analysis data. The findings show that, among the variables chosen, media richness has a greater influence than verbal interactivity. When examining each variable separately, it becomes clear that the media richness variable has a greater engagement rate for edited photos than for actual photos, carousels, and videos. The main objective of the study is to realise the increase of consumer engagement through the above-mentioned independent variables. Empirical studies were uncovered defining how modern marketing communications connect brands into customer perception, while claiming more investigation. In addition, this research article investigates the usage of Instagram for penetrating consumer interaction in the context of social media platforms.
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    PublicationOpen Access
    Impact of Social Media Influencer Marketing on Consumer Engagement: A Study on Cosmetic Consumers in Sri Lanka
    (Emerald Publishing, 2022-12-01) Thathsara, J. L. D; Basnayake, B.M.N.D; Ekanayake, K.M.H; Tharu, K.G.E.S; Munasinghe, A.A.S.N; Rathnayake, R. M. N. M
    Social media influencer marketing has long been regarded as one of the most common and efficient ways for businesses to communicate marketing messages to their customers. Marketers are obsessed with striking the appropriate balance between their brand and the social media influencer marketing used to promote their products. This study discussed the impact of social media influencer marketing on consumer engagement in the context of the cosmetic industry focusing on social media influencer marketing toward consumer engagement in the cosmetics industry in Sri Lanka. The main findings include descriptive statistics based on the experience and opinions of the brand experts. Accordingly, semi-structured interviews with 12 cosmetics brand managers in Sri Lanka chosen through the purposive sampling technique, were used for data collection adopting a qualitative approach and using thematic analysis for data analysis. This study focused on consumer behavior toward cosmetics, consumer engagement, cosmetics categories, availability of foreign and local brands in Sri Lanka, usage of social media influencers, importance, and the ideas that surround them. NVivo software is used to analyze qualitative data. When analyzing the factors obtained via the interview and the literature, researchers were able to gather a few key findings and these key findings directly address the objective of the study. Findings showed that the brands are always being updated on what these cosmetic consumers are looking for and satisfying their needs and these brands were always concerned about what type of social media influencers they are using to promote their brands. All the brands under this study use social media and social media influencer marketing to promote their brand among cosmetic consumers which clearly shows that despite being local or foreign brands these cosmetics brands have identified that social media influencer marketing is the key factor to impact consumer engagement.