Browsing by Author "Hewapathirana, N. T."

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    A Conceptual Review on Effectiveness of AI-generated Content on Customer Experience; Special Reference to Social Media Platforms
    (Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-11) Piyumali, M.; Hewapathirana, N. T.; Bandara, B.S.S.U.
    This paper reviews the impact of AI-generated content on customer experience on social media platforms, focusing on automation and personalized consumer engagement with the key aspects. The review examines current literature to identify critical factors for leveraging AI technology in social media content creation, addressing both the benefits and potential drawbacks, including emotional authenticity and ethical concerns. Further, the articles that were referred from the indexed journals account for over 25 papers. When looking for the articles, the terms "generative AI," "AI-generated content," and "customer experience" were entered as keywords. In conclusion, this study's deductive approach reviews the concepts and empirical contributions. AI can enhance consumer engagement through personalized experiences and increased efficiency. However, concerns about emotional authenticity and ethical considerations need to be addressed. The study emphasizes the need for ethical AI practices and robust evaluation methodologies. The review is conceptual and may lack empirical data to support some findings. Further the findings will be changes based on the generative AI platforms as well. The paper highlights the importance of interdisciplinary collaboration to understand the interplay between AI, content creation, and consumer experiences. It emphasizes the need for ethical AI practices and robust methodologies to evaluate AI-generated content's impact on user experience.
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    The Impact of Facebook Advertising on e-Brand Equity: Examining the Moderating Effect of Negative Sentiments with Special Reference to Telecommunication Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Hewapathirana, N. T.; Thilina, D. K.
    Facebook advertising has become one of the most used social media advertising platforms in the Sri Lankan telecommunication industry. The industry is growing rapidly over the past decade of time and demand for telecommunication services have been enormously raised. In today's context, telecommunication service providers utilize Facebook advertising to accomplish specific marketing goals and objectives. Thus this study aims to interpret how Facebook advertising affects e-brand equity. Moreover, the researcher's secondary aim is to examine the moderate role of negative sentiments. This analysis was quantitative and structured questionnaires were used to obtain primary data from the sample. The study used the convenience sampling method, which comes under non-probability sampling and three hundred thirty-three responses were collected from the western province which includes Colombo, Gampaha and Kalutara districts. The data were analyzed using the software SPSS 25 to obtain descriptive statistics, comparing mean analysis and correlation analyses. The findings of the study revealed that Facebook advertising significantly impacted e-brand equity while negative sentiments significantly moderated the relationship between Facebook advertising and e-brand equity. Finally, the study contributes with several strategies for the telecommunication industry with their Facebook advertising practitioners in planning the advertising campaigns and improving the existing practices.