A Study On The Impact Of Evangelism Marketing On The Consumer Buying Behavior With Special Reference To Tea Brands In Sri Lanka.

Evangelism marketing is a concept where marketers use satisfied customers to spread the word about their brand and products. This study examines the impact of evangelism marketing on consumer buying behavior, with a special focus on tea brands in Sri Lanka. By leveraging the enthusiasm and advocacy of satisfied customers, evangelism marketing can create a strong emotional connection between the brand and the consumer, leading to increased brand loyalty and sales. The findings of the study suggest that evangelism marketing has a positive and significant impact on consumer buying behavior, highlighting the importance of this marketing strategy for brands in competitive markets. The study also identifies brand loyalty as a key mediating factor between evangelism marketing and consumer buying behavior. From a managerial perspective, the study provides practical implications for building and leveraging relationships with key consumers through evangelism marketing. While the study has limitations, including the focus on tea brands in Sri Lanka and the use of a convenience sampling method, it contributes to the literature by developing and testing a measure of evangelism marketing in the context of consumer durables and proposing a theoretical framework for understanding the relationship between brand trust, brand salience, brand experience, and evangelism marketing. Future research can explore the role of demographic factors and the effectiveness of evangelism marketing in other industries and contexts.