Nowadays, consumers are more concerned about how they feel while using a product package rather than the quality. Therefore, experiential marketing has started to gain acceptance as a new tactic for subverting standard marketing methods. Subsequently, trustworthiness towards the brand and loyalty from the consumers' side will be created. Furthermore, even in the retail industry creating a memorable experience is the most important challenge due to higher competition in the industry. However, if there are several studies conducted in several industries by revealing the available relationship between experiential marketing and customer loyalty, there is no exact implication for investigating the relationship between experiential marketing on customer loyalty while the mediation role of brand trust in the retail industry of Sri Lanka. The population of the study was customers who have already experienced retail service in Sri Lanka. Under non-probability sampling techniques, a convenient sampling technique was adopted. The sample size was 384. The self-administrative questionnaire was used for collecting data. Through Structural Equation Modeling (SEM) revealed that experiential marketing impact on customer loyalty while there is a mediating role of brand trust. The outcomes of the study indicated that markers should concern the powerfulness of experiential marketing when creating marketing strategies and tactics.

Most significantly, in apparel manufacturing, the introduction of sewing automation with strategic intention has improved productivity largely. Automation in apparel manufacturing was primarily considered as critical productivity enhancement approach and it can be argued that success of sewing automation may depend on astute employee engagement. Therefore, this paper intends to outline how employee engagement benefits sewing operation automation in the apparel industry to realize its successful outcomes. Thus, to conduct the research study on this topic, the researchers considered manual sewing operation at ABC Company, which was selected due to its low productivity and high rework leading to high costs. The outcomes of the research study are generalizable towards the apparel industry in Sri Lanka. Having conducted a comprehensive review of the literature and empirical studies; Employee Engagement, Employee Competency, Employee Motivation and Top Management Commitment have been selected as the independent variables and Sewing Automation Success is presented as the dependent variable. Results show that, developed conceptual model is accepted and a strong positive relationship between all the independent variables and the dependent variable (Sewing Automation Success) is established. The researchers used quantitative method and data collection by deploying a questionnaire to 196 operators, the result has been analyzed using SPSS version 27. The findings suggest a significant impact of employee engagement towards sewing automation. Recommendations stress that top management should focus on employee engagement providing career prospects to optimize their potential.

The purpose of this study is to provide empirical evidence for branded fashion organisations regarding the important attributes of social media influencers (SMIs) that match the brand's values, which in turn could contribute to increasing consumer-brand relationships (CBR) and optimising marketing budgets. This is a cross-sectional quantitative study that uses an online survey via a structured questionnaire implemented in the Western Province of Sri Lanka, and structural equation modelling (SEM) was conducted using Smart PLS to delineate the hypothesised relationships. The findings of this study uncover that SMIs’ attributes such as attractiveness, trustworthiness, and expertise positively influence the CBR. Furthermore, consumer innovativeness (CI) did not moderate the relationship between SMIs’ attributes and CBR. This study offers fashion marketers information on key attributes that brands and customers value rather than just depending on vanity metrics.

Introduction: Self-gifting has emerged as a distinctive consumption practice in which individuals intentionally purchase or consume goods and services for themselves as a way to reward, comfort, or regulate their inner states. Despite more than three decades of scholarly interest, research on self-gifting remains fragmented across conceptual, qualitative, and quantitative traditions, with limited integration between theoretical foundations and measurement practice. This paper presents a systematic literature review that synthesizes prior work on self-gifting with three interrelated aims: (i) to map the theoretical lenses that have been used to conceptualize self-gifting; (ii) to evaluate construct validity evidence for existing self-gifting scales; and (iii) to identify priorities for future scale development and refinement. Method: Drawing on peer-reviewed articles from marketing, psychology, and consumer behaviour journals. Results: The review identifies four dominant perspectives on self-gifting, highlights tensions between hedonic, mood-regulatory, and identity-related interpretations, and critically assesses the Self-Gifting Consumer Behaviour scale and related instruments. Conclusion: The paper concludes with an integrative agenda for advancing the conceptual clarity and empirical measurement of self-gifting in diverse cultural contexts.

Objective: This study aims to elucidate the impact of social media marketing on brand loyalty in the online fashion retail sector in Sri Lanka mediated by brand consciousness (SDG 09). Theoretical Framework: The research is firmly supported by the social comparison theory, which states that comparison with other people plays a major role in social life, as it gives meaning and self-relevant knowledge. This theory is widely used in the marketing literature to change customer attitudes while enhancing consumer Behavior. Method: A survey was conducted among 385 customers who follow the selected online fashion retail shops. The present research was adapted to the convenience sampling method. Furthermore, descriptive, correlation analysis, and regression analysis were used with an inclusive analysis of the empirical results. The mediating variable is analyzed with the help of the structural equation model (SEM) by using SmartPLS. Results and Discussion: The findings confirmed that brand consciousness has a high positive impact on brand loyalty in online fashion retail shops. Additionally, the findings demonstrated a strong effect of interaction, trendiness, and e-word of mouth on social media among online fashion retail stores. Social media marketing on brand loyalty is not entirely about brand consciousness. The results show that there is partial mediation. Research Implications: The findings of the study are significant for marketing professionals in the fashion retail sector to enhance their strategies and develop more effective social media strategies. Originality/Value: This research explored that social media marketing involves targeting the audience through social networks by creating content that matches the interests of a particular user group and fits into the specifics of the functioning of a certain business activity.”