Browsing by Author "Ekanayake, Gimhani"

Now showing 1 - 2 of 2

Brand Page Commitment in Creating Green Purchasing Intention of Sri Lankan Young Consumers
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Ekanayake, Gimhani; Gayathree, Poornima K.
Organisations which use social media platforms to market products and services are increasing than ever before. The brand pages of companies comprise of larger fan base and engagement of fans with the content posted on the brand pages are also extremely high. It is questionable whether the content these brand pages post creates intention to purchase the products. Even though many research articles could be found on social media marketing, there was very little research on the impact of brand page commitment on green product purchasing intention among the young consumers in the developing country context. The study focused on the green restaurants market and assessed the user's engagement with brand-related activities in the brand pages of those green restaurants. Further, the impact of this brand commitment on the green purchasing intention was assessed through the mediating impact of green brand awareness and e-WOM. The research is a quantitative study because the research question determines the impact of brand page commitment on green purchase intention. To collect data population under concern for the study is the youngsters who have visited brand pages of green restaurants in social media platforms within Sri Lanka. Around 300 self-administered questionnaires were distributed, while 249 were finally processed for data analysis, and the respondents were selected on convenience sampling method. AMOS 23 software and AMOS AxB Estimand were used for analyzing the data. The results show that Green Brand Awareness and e-WOM are strong (Full Mediation) mediators between Brand Page Commitment (BPC) and Green Purchasing Intention (GPI). This result proves that BPC converts to GPI only when awareness about the product is created by engaging in the brand page and with the e-WOM. Hence, Green Restaurants should encourage digital marketing campaigns on social media platforms to create awareness about its products and services while generating more e-WOM.
Impact of User Interaction in Social Media on Green Purchase Intention of Young Customers: with Special Reference to Green Restaurant Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ekanayake, Gimhani; Gayathree, Poornima K
This article aims to analyze how social media activities, specifically the brand pages of green restaurants and user interactions with these brand-related activities, affect brands’ perception and ultimately influence customer purchase intention. Based on a review of the literature, this study develops an integrative model, and it was tested using data collected from 249 followers of brand pages through an online survey. It applied structural equation modeling with AMOS 23 and AMOS AxB Estimand to examine the mediation effect to test the hypothesis. The findings demonstrate a positive, significant impact of Brand Page Commitment to Green Brand Awareness and e-WOM. The results further indicate that e-WOM and Green Brand Awareness mediate the relationship between Brand Page Commitment and Green Purchase Intention with positive and significant effects. The findings contribute to understanding the value-enhancing potential of social media strategies and illustrate how this medium affects the brands’ impressions. In the Sri Lankan context, the effects of social media marketing on the understanding of products and brands by customers and the effects on buying decisions have yet to be better understood.