Building Trust in The Digital Age: Insights from Sri Lankan Social Media Consumers

Abstract

Background: Social media platforms (SMPs) have become pivotal in shaping consumer–brand relationships; however, most theories explaining digital consumer behaviour originate from Western, individualistic contexts. These frameworks often overlook the collectivist, multilingual, and trust-oriented characteristics that define emerging economies such as Sri Lanka. Addressing this gap, the present study examines the influence of SMPs on consumer behaviour (CB), brand perception (BP), and engagement with marketing content (EMC) within Sri Lanka’s socio-cultural environment.

Objective: This study aims to examine how social media platforms influence consumer behaviour, brand perception, and engagement with marketing content within Sri Lanka’s collectivist socio-cultural context. Methodology: A cross-sectional survey design was employed, collecting data from 435 active social media users primarily young and middle-aged consumers who regularly engage with brand-related content across six provinces, ensuring representation from urban, semi- urban, and rural populations. Measurement reliability was established using Cronbach’s α, composite reliability, and average variance extracted. Structural Equation Modelling (SEM) was conducted using AMOS, demonstrating acceptable model fit (χ²/df = 3.12; CFI = .951; TLI = .936; RMSEA = .043; SRMR = .050).

Key Findings: The model explained 52% of the variance in CB, 66% in BP, and 81% in EMC. Results indicated that SMPs significantly predicted CB and EMC but had a significant negative effect on BP, potentially reflecting consumer scepticism toward culturally misaligned, overly commercialised, or trust-deficient digital brand communications. BP exerted a strong influence on CB and a positive effect on EMC, while CB robustly predicted EMC. Mediation analysis confirmed that BP and CB sequentially transmitted most of the SMP to EMC effect.

Conclusion/ Implication: The negative SMP–BP relationship highlights the risks associated with culturally incongruent digital strategies. This study advances global marketing theory by introducing collectivist gratifications and collective self-congruity as critical mechanisms in South Asian contexts. It offers theoretical refinement and practical guidance for designing culturally aligned, trust-driven digital engagement strategies. Future research may extend this framework through longitudinal, cross-country, or platform-specific analyses.