ABSTRACT. This research explores the ways in which the use of Instagram influences women to make cosmetic surgery and non-surgical procedure consumption decisions and analyses how their activities on Instagram impact upon their decision-making. The research adopts the consumer decision-making process (DMP) (Dewey, 2011; Engel et al., 1968). Traditionally, DMP research is quantitative (Engel, Blackwell, & Miniard, 1995; Erasmus, Boshoff, & Rousseau, 2010; Arab et al., 2019). However, this research takes a qualitative approach to bring new in-depth perspectives to the DMP research (Arab et al., 2019).

The methods chosen for data collection are netnography, semi-structured interviews and a novel visual method, social media user logs (Creswell, 2018; Franz et al., 2019; Kozinets, 2020).

The research will contribute to the gap in the literature by understanding the complexity of consumer decision-making in the much-needed area of everchanging social media marketing.

ABSTRACT. The user Generated Content (UGC) has an immense influence on travel decision-making than traditional marketing communications. Travelers find the content created by other travelers is more authentic than company-made content. Since Sri Lanka largely depend on the income generated by tourism and related services, the stakeholders and the government as the key partner keen to study travelers' behavior in travel planning and related decision-making. This study focuses on the influence made by UGC on the behavioral intention of the traveler when selecting Sri Lanka as a destination.

ABSTRACT. The potential of NFTs has garnered significant attention in various industries. NFTs are emerging as a unique form of asset, particularly in the luxury goods market. This research introduces the concept of "NFT Customer Equity" to assess customer equity derived from NFT marketing activities. The objective of this paper is to explore the connection between NFT marketing activities and NFT customer equity. Through a consumer survey, the analysis uncovers key characteristics of perceived NFT marketing activities. In addition, the study investigates the influence of specific NFT marketing activities on purchase intention and customer lifetime value. This research provides theoretical insights for scholars and practical implications for NFT marketing practitioners.

ABSTRACT. Recently, luxury brands have expanded their base and continued to grow even in the low-growth phase, but there is a limit to explaining this as a preceding study. Therefore, this study aims to analyze how a new variable called the luxury brand erotic capital affects luxury brand consumption value and purchase intention. To this end, a survey was conducted on 150 consumers who had purchase experiences in the top 20 luxury brands in a specific department store, and the relationship between variables was verified through data analysis and structural equations based on demographic characteristics. As a result, it was analyzed that the sub-factors of luxury brand erotic capital positively affected consumption value and purchase intention. This study is expected to be a valuable resource for luxury brand practitioners who want to strengthen their marketing capabilities by reflecting the erotic value of luxury brands in their strategies.