http://drr.vau.ac.lk/handle/123456789/248 Sun, 05 Apr 2026 20:11:53 GMT 2026-04-05T20:11:53Z http://drr.vau.ac.lk/handle/123456789/1853 Exploring Consumer Perceptions of Authenticity in Beauty Influencer Marketing Campaigns: A Qualitative Study on Instagram Users in Sri Lanka Jegashini, K. Background: Influencer marketing is a key promotional strategy in the beauty industry, especially on platforms like Instagram. Brands depend on influencers to influence consumer perceptions and purchasing decisions, raising concerns about the authenticity of these campaigns. Authenticity affects trust, engagement, and purchase intentions, yet most research is quantitative and centered on Western contexts. There exists a gap in understanding how consumers in emerging markets like Sri Lanka perceive influencer marketing authenticity. This study targets Instagram users in Sri Lanka who follow beauty influencers, and aims to provide insights into consumer behavior, influencer credibility, and culturally relevant marketing practices. Objective: This study is to explore how Sri Lankan consumers perceive authenticity in beauty influencer marketing campaigns on Instagram, identifying the key factors that shape these perceptions and examining their influence on trust, engagement, and purchase intentions. Methodology: A qualitative approach was used using semi-structured interviews with 20 active Instagram users aged between 18 and 28 years who regularly follow Sri Lankan beauty influencers. Participants were purposively selected and achieved thematic saturation. Credibility and trustworthiness were ensured through clear inclusion criteria and systematic thematic analysis. Key Findings: The analysis identified four key themes. The findings reveal that consumer perceptions of authenticity are predominantly driven by cultural relatability and perceived vulnerability rather than professional production quality. Participants identified a “relatability gap” in high-budget campaigns, expressing a strong preference for influencers who showcase beauty products within the context of the local Sri Lankan climate and diverse skin tones. A critical theme emerged regarding commercial transparency; authenticity is significantly diminished when influencers fail to provide balanced reviews or hide sponsorship disclosures. The study highlights the “Honest Critic” persona as a primary driver of trust, where the inclusion of product flaws or “unfiltered” skin textures acts as a powerful signal of truthfulness. Ultimately, Sri Lankan users perceive authenticity as a negotiated process, where the influencer’s ability to maintain a para- social, “friend like” connection outweighs their status as a celebrity or expert. Conclusion/Implication: This study contributes to influencer marketing literature by providing context-specific insights from a non Western setting. By emphasizing cultural relatability alongside sincerity, transparency, and brand influencer fit, the findings extend existing authenticity and influencer credibility frameworks beyond Western contexts and highlight the culturally embedded nature of authenticity in digital influencer marketing. Thu, 01 Jan 2026 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/1853 2026-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/1694 Factors influencing Undergraduate Students' Adoption of e-learning During Covid -19: Evidence from Sri Lankan State Universities Kajanthy, S.; Dhanushanthini, A.; Achchuthan, S. Around the world, e-learning is considered a crucial tool to expand traditional forms of learning and improve effective learning skills. Especially in higher education institutions in Sri Lanka, using e-learning systems is the latest trend during Covid-19. It encourages students to access learning materials and interact with lecturers and colleagues via the Internet. However, undergraduate students' perception of the adoption of e-learning, their knowledge, and skills in dealing with the Internet and computers determine the success of implementing and using e-learning systems at the State Universities. This research aims to examine the factors affecting the behavioural intention of Sri Lankan state universities in adapting e-learning systems during covid -19. A conceptual framework was developed by extending the unified theory of acceptance and use of technology (performance expectancy, effort expectancy, hedonic motivation, habit, social influence, price value and facilitating conditions) by incorporating two additional factors, namely, trust and self-efficacy. Quantitative methodology has been applied, and questionnaire was used to collect data from five hundred undergraduates at ten state universities in Sri Lanka were based on a convenience sampling method. Fri, 01 Jan 2021 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/1694 2021-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/1693 Factors Influencing Adoption of Digital Marketing by the Supermarkets in Sri Lanka Rukshan, A.; Kajanthy, V.; Nik Thompson; Jayamali, M.D.R. Digital marketing is quickly becoming more popular for product sourcing, allowing businesses to engage with customers and gain a competitive edge. In an ever-changing business environment, supermarkets need to create a competitive advantage by making effective use of digital marketing. However, there has been little empirical study on supermarkets so far. This study investigates the factors that influence digital marketing adoption by supermarkets through the Technology-Organisation-Environment (TOE) framework. This research-in-progress manuscript reports on data collected from 45 management-level employees working at Keells supermarkets in Sri Lanka. Findings revealed that top management support in the organizational context, followed by consumer pressures in the environmental context, security concerns in the technological context, and trading partner pressures in the environmental context, has the greatest influence on supermarkets' behavioural intention to adopt digital marketing. These preliminary findings provide directions for further model refinement and preparation for a larger-scale investigation of this topic. Sun, 01 Jan 2023 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/1693 2023-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/1691 Factors Influencing Brand Switching in Mobile Telecommunication: A Gender Comparison at Dialog Axiata PLC. Kajanthy, V.; Jensika, J.L. The frequent customer brand switching has compelled firms to focus on the factors driving this negative consumer behaviour. This aims to examine the factors influencing brand-switching behaviour, specifically focusing on the differences between male and female customers in the mobile telecommunication sector in Sri Lanka. The research places special emphasis on ABC PLC in Badulla District. A quantitative research approach was adopted to achieve the study's objectives, guided by the deductive methodology. Convenience sampling was used to select 160 respondents, and primary data were collected through a structured questionnaire distributed via Google Forms. An Independent sample t-test was conducted to analyse the data and to identify potential differences in brand-switching behaviour based on gender. The results revealed statistically significant mean differences between male and female customers for the variables 'price,' 'network quality,' and 'service quality,' indicating that these factors play a distinct role in shaping brand-switching tendencies among one gender compared to the other. In contrast, no significant mean differences were identified between male and female customers regarding the factors 'value-added services,' 'promotions,' and 'switching cost'. These findings offer valuable insights for service providers in the mobile telecommunication industry, both within Sri Lanka and globally. Companies can develop more targeted and sustainable customer retention strategies by understanding the gender-specific factors influencing customer behaviour. Wed, 01 Jan 2025 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/1691 2025-01-01T00:00:00Z