From Likes to Loyalty: The formation of online brand communities among Gen Z Consumers in Sri Lanka

This study examines online brand community formation among Sri Lankan Generation Z, examining the journey towards digital interaction to brand loyalty. Using a qualitative, interpretivist paradigm involving case studies and ethnography, studies explore local as well as international brands such as Spa Ceylon, Pizza Hut, and Cliara Essential Oils etc. Findings suggest that cultural relevance, economic value, and co-created digital interactions drive Gen Z brand loyalty. The study adds to the understanding of how identity, community, and socio-economic context influence brand-consumer relationships in emerging markets.