Dr. Darshana Jayasinghe unveils SL’s 1st empirically tested influencer marketing model

Marking a significant leap in the country’s digital marketing landscape, Dr. Darshana Jayasinghe has launched Sri Lanka’s first empirically tested model for influencer marketing.

The new framework, known as the Social Media Fashion Influencer (SMFI) Model, also referred to as DJ’s Model, was officially introduced at a special ceremony held at Water’s Edge Hotel to coincide with Dr. Jayasinghe’s 43rd birthday.

This innovative model is the culmination of four years of doctoral research and addresses a major gap in how brands identify and collaborate with social media influencers. Unlike traditional approaches that rely heavily on celebrity status or follower count, DJ’s Model highlights entertainment value and similarity as key drivers of audience engagement and consumer behaviour.

“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.”

While influencer marketing continues to grow rapidly worldwide, particularly in the fashion sector, which is expected to reach US $ 9.2 billion by 2026, Sri Lanka and the wider South Asian region are still at a relatively early stage of adoption. DJ’s Model offers a data-driven, locally relevant solution that is not only ideal for fashion but also adaptable across lifestyle, food and leisure industries.

The launch event drew a host of marketing and management professionals, who praised the model’s academic depth and real-world relevance. Many noted that it moves beyond outdated celebrity-driven credibility models, instead offering a modern, evidence-based framework grounded in local consumer psychology.

With this development, marketers, brand strategists and digital professionals are encouraged to explore the application of DJ’s Model in their campaigns to maximise engagement and enhance return on investment.

For further details or consultation, contact Dr. Darshana Jayasinghe at [email protected].