Browsing by Author "Herath, H.M.B.I."

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    Entrepreneurial Celebrity Endorsement and Brand Personality Congruity: A Review on Concepts and Practical Perspectives
    (Global Scientific Journals, 2020) Herath, H.M.B.I.; Dissanayake, D.M.R.; Nanayakkara, N.W.O.K.D.S.P.
    Celebrity endorsement is a widely used marketing communication and brand building option found in different markets and product scopes. Most of empirical studies are found examining the effectiveness of celebrityendorsement with brand evaluations and brand relationship behaviours. The source credibility of the celebrity endorsement is one of the main bases discussed in this scope. The concept of entrepreneurial celebrityendorsementor celebrity entrepreneurship is a pivotal research priority in line with the practises found in today’s business world. Celebrities involve with business and try to build the brand and performance with own endorsements. But the effectiveness of such endorsements on brand related evaluations and behaviours should be investigated to unveil the rationality. Accordingly, this paperattempts to review the concept of celebrityendorsement whilst special attention is made on celebrity entrepreneurship as the niche of investigation. Authors evaluate the empirical insights whilst cases are appreciated to discuss how such endorsements connect with the brand personality congruity. The main research instrument was literature review and journal articles,while business publications and cases were used to build the discussions. Paper makes an attempt to disclose the hands-on cases to provide learningavenues to further investigate how entrepreneurial celebrities engage with endorsementstowards own businesses and social activities
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    A Systematic Literature Review on Social Media Acceptance and Adoption by the SMEs in Tourism Industry
    (Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Herath, H.M.B.I.; Razi, M.J.M.
    The emergence of social media has led to a change in how entrepreneurs execute their routine operations. Studies on social media and entrepreneurship are extremely new and dispersed in their focus, however there is growing interest from academia and practitioners in this space for greater research and analysis. This paper does a thorough overview of studies in the field of social media and SMEs in Tourism. To discover important theories used in the domain, a total of 75 papers published between 2010 and 2020 were synthesized based on the setup inclusive and exclusive criteria and those have been screened through a scientific refinement procedure (PRISMA model) into 20 potential articles for this study. The scope of study, an integrated framework was constructed to investigate the antecedents of social media acceptance by tourism lodging sector SMEs in Sri Lanka. The majority of papers glanced into the factors that influence social media adoption by entrepreneurs had gone beyond the marketing drive. In the tourism industry, Social media, playing a considerable portion of the field of internet tourism , plays a significant role in search engine travel planning, social media incorporates a range of websites allowing customers, ranging from publishing stories, opinions, and photos and movie clips, to share their experiences. But in most of the studies, social media acceptance and adoption are common axioms that have been used by the researchers with some conspiracy in theory conceptualization. The literature analysis and framework contribute to a better understanding of social media acceptance behavior in tourism industry. This lays the groundwork for future study and imparting practice in the field of the Tourism lodging industry in Sri Lanka.