Dr. Darshana Jayasinghe launches Sri Lanka’s first influencer marketing model

Wednesday, 6 August 2025 00:08 - - {{hitsCtrl.values.hits}}

DJ’s Model Founder

Dr. Darshana Jayasinghe

Dr. Darshana Jayasinghe has introduced Sri Lanka’s first empirically tested model for influencer marketing. The framework, titled the Social Media Fashion Influencer (SMFI) Model and also referred to as DJ’s Model, was formally launched at a ceremony held at Water’s Edge Hotel to mark Dr. Jayasinghe’s 43rd birthday.

The model is the outcome of four years of doctoral research aimed at addressing a gap in how brands evaluate and collaborate with social media influencers. Unlike conventional methods that prioritise celebrity status or follower count, DJ’s Model identifies Entertainment Value and Similarity as the primary factors influencing audience engagement and consumer decision-making.

“Influencer marketing is no longer a fleeting trend; it’s a strategic business imperative,” Dr. Jayasinghe said during the launch. “DJ’s Model allows brands and influencers to go beyond one-off campaigns and align more meaningfully with long-term business objectives.”

The global influencer marketing sector continues to grow, particularly in fashion, which is forecast to reach $ 9.2 billion by 2026. In contrast, Sri Lanka and the broader South Asian region remain in earlier stages of adoption. DJ’s Model offers a locally relevant, data-driven alternative that can be applied not only in fashion but also across lifestyle, food, and leisure sectors.

The launch event was attended by marketing and management professionals who noted the academic rigour and practical utility of the model. Many attendees observed that the framework moves away from traditional celebrity-focused credibility models and introduces a modern approach based on empirical evidence and local consumer psychology.

The introduction of DJ’s Model is expected to prompt marketers, brand strategists, and digital professionals in Sri Lanka to reevaluate their approach to influencer engagement. The model provides a tool to optimise campaign performance and improve return on investment through more targeted and psychologically grounded strategies.

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