Ranjan Prabath Jayathunga

Role of Social Media Eco-Influencer Marketing on Green Brand Image in Fast Fashion in Sri Lanka: Generational Difference as Moderator

Ranjan Prabath Jayathunga & Vilani Sachitra · Asian Journal of Advanced Research and Reports · 2026

Background: The swift growth of social media has transformed the sphere of sustainability communication, making the concept of eco-influencers (greenfluencers) the most important mediator between companies and their customers. Aim: The study investigates how social media eco-infl...