http://dlib.iit.ac.lk/xmlui/handle/123456789/739 2026-04-21T19:14:17Z 2026-04-21T19:14:17Z Vaz, Evelyn http://dlib.iit.ac.lk/xmlui/handle/123456789/2884 2026-03-09T06:43:01Z 2025-01-01T00:00:00Z

The Impact of Social Media Marketing on Customer Satisfaction and the Mediating Role of Impulsive Buying Behavior among Gen Zalpha in the Sri Lankan Fashion Industry Vaz, Evelyn "This study investigated the impact of Social Media Marketing (SMM) on Customer Satisfaction (CS), with Impulsive Buying Behavior (IBB) serving as a mediating variable among Gen Zalpha consumers in Sri Lanka’s fashion industry. Grounded in the Stimulus-Organism-Response (S-O R) model and Theory of Planned Behavior, the research explored how digital marketing stimuli (SMM) influences internal psychological states/impulse purchases (IBB) and subsequent satisfaction responses (CS). A quantitative methodology was adopted, using a structured survey with Likert-scale items administered to 387 valid respondents, and data was analyzed using SPSS, including regression analysis, correlation tests, and PROCESS macro (Model 4) for mediation. The findings revealed that SMM has a significant positive effect on IBB, and IBB has a significant negative effect on CS, while the direct relationship between SMM and CS is statistically insignificant. However, the mediation model confirmed that IBB significantly mediates the effect of SMM on CS. The study highlights that visually persuasive fashion content on social media drives impulsive purchases but has led to post-purchase dissatisfaction. These insights offered practical implications for marketers to adopt more ethical, satisfaction-focused engagement strategies. The study’s original contribution lies in integrating emotional and behavioral responses into digital marketing effectiveness models tailored for emerging Gen Zalpha fashion consumers."

2025-01-01T00:00:00Z Payagala, Leshani http://dlib.iit.ac.lk/xmlui/handle/123456789/2883 2026-03-09T06:37:30Z 2025-01-01T00:00:00Z

Revolutionizing Baby Bags Designing a Reversible Bag for Lifelong Use Payagala, Leshani "The potential of reversible baby bags as environmentally friendly substitutes for traditional infant items is the main subject of this study, which also looks at the variables influencing their acceptance in Sri Lanka. Through a quantitative survey of 384 parents in the Colombo District, the study examines eight important determinants: brand reputation, social media influence, product awareness, financial implications, design functionality, parental views, and environmental concerns. The results of correlation and regression analysis show that cost sensitivity (r = -.447) is the biggest obstacle to adoption, while design functionality (r =.851), parental attitudes (r =.837), and environmental concerns (r =.824) are the strongest predictors of adoption. According to the study, social media and brand reputation have a limited impact on customer decision-making and are therefore secondary. Through confirming the significance of multipurpose, environmentally friendly baby items in emerging economies, the study adds to the body of knowledge on sustainable product design. Implementing focused educational initiatives to close knowledge gaps, improving distribution channels, and creating tiered pricing schemes are examples of practical suggestions. The Colombo-centric sample and the only reliance on quantitative methods are limitations, opening the door for future research to include qualitative studies conducted across the country. In Sri Lanka and other comparable markets, manufacturers and legislators looking to promote sustainable parenting goods might benefit greatly from these insights. "

2025-01-01T00:00:00Z Muthukumara, Kavishka http://dlib.iit.ac.lk/xmlui/handle/123456789/2882 2026-03-09T06:26:24Z 2025-01-01T00:00:00Z

"Cultural Harmony - Designing Convertible Leisurewear for Foreign Travelers in Sri Lanka’s Sacred and Leisure Destinations" Muthukumara, Kavishka Cultural harmony plays a vital role in enhancing global travel experiences, particularly in destinations where sacred and leisure spaces coexist. This study explores the design and development of convertible leisurewear tailored for foreign travelers visiting Sri Lanka’s sacred and leisure destinations. The research aims to bridge the gap between cultural sensitivity and comfort by creating adaptable garments that comply with dress codes in religious sites while remaining stylish and practical for casual tourism. The study incorporates principles of sustainable fashion, utilizing locally sourced fabrics such as handloom, batik, and eco-friendly materials to ensure cultural authenticity and environmental responsibility. It examines the functionality of convertible designs, enabling seamless transitions between modest wear for sacred sites and relaxed attire for leisure activities. Additionally, the research emphasizes Sri Lanka’s rich textile traditions, integrating indigenous patterns and motifs to promote cultural storytelling through fashion. Through qualitative and quantitative methods, including survey analysis, traveler insights, and expert interviews, the study assesses the practicality, aesthetic appeal, and market feasibility of convertible leisurewear. The findings aim to contribute to Sri Lanka’s tourism and fashion industries by fostering cultural respect, inclusivity, and sustainable innovation in travel apparel.

2025-01-01T00:00:00Z Kalubowila, Leeza http://dlib.iit.ac.lk/xmlui/handle/123456789/2881 2026-03-09T06:18:03Z 2025-01-01T00:00:00Z

The Impact of Limited-Time Fashion Marketing Strategies on Consumer Behavior and Their Long- term Effects on Brand Loyalty and Pricing Integrity. Kalubowila, Leeza "Impulse buying has become a significant phenomenon in the modern fashion industry, driven largely by urgency-based marketing tactics. These strategies, which include limited-time offers, flash sales, and countdown timers, leverage psychological triggers to influence consumer behavior and drive short-term sales. The purpose of this research is to analyze how such urgency-driven marketing affects consumer impulse buying behavior and to evaluate its long- term implications on brand loyalty and price perception. This study focuses particularly on the responses of fashion consumers in Sri Lanka, an emerging market increasingly shaped by digital retail trends. The literature review highlighted key psychological constructs such as Fear of Missing Out (FOMO), emotional urgency, and price sensitivity as central to understanding consumer impulsivity in fashion retail. Additionally, ethical concerns regarding the manipulation of consumer behavior and its potential impact on brand trust were critically examined. These constructs were integrated into a conceptual framework that guided the quantitative investigation. A structured survey was used to collect quantitative data from fashion consumers, targeting their experiences and perceptions related to urgency marketing tactics. The survey results were analyzed using statistical tools, including Pearson’s correlation and regression analysis, to evaluate relationships between key variables such as impulse buying, FOMO, urgency emotion, price sensitivity, and brand loyalty."

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