Browsing by Author "Jayawickramarathne, S.G.W.K."

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    The Impact of Corporate Social Responsibility (CSR) on the Brand Loyalty:•A Case Study on Insurance Sector of Sri Lanka
    (University of Kelaniya, 2007) Dissanayake, D.M.R.; Jayawickramarathne, S.G.W.K.
    The insurance sector, involving in risk collection, is highly competitive due to the fact that aggressive marketing and sales promotions. The customer service and loyalty programs have become a must to retain the customers in this scenario.Insuarance companies promote their brand values and safety professionalism to attract and retain the customers proactively and reactively. The trend of the CSR contribution to the stakeholders like community development, environment concerned, ethical consideration and other general social welfare has become more significant in terms of the corporate values of the businesses. Then, this research studied the degree of impact of the companies' contribution to social responsibi,lity for making customers loyal to the brand.Here,the degree of awareness on CSR activities, perception towards the social benefits and the customers' attitude for the brand as a socially concerned entity were highly examined to determine the impact for the brand loyalty. Research was based on a sample of 60 respondents from Colombo and suburbs, and those interviewees were the existing customers for more than 5 years for the brand. Primary data were collected through the self-administered questionnaire that had some attitude testing scales too. Researches conducted few informal discussions with some customers and the companies to get a comprehensive insight. Statistical tools were used to analyze the primary data Study revealed that customers do not consider the CSR activities implemented by the insurance companies to perceive the brand values and to be the brand loyal.Futher, the awareness level of CSR activities among the existing customers was very low.However, high involvement business sector (B2B) customers had an average awareness, but they are also not significantly considering CSR practices to be brand loyal.Futher, study disclosed that there is higher degree of awareness on social welfare CSR practices among the customers and the frequency of communicating through the advertising had a direct impact for the awareness level too.
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    Influence of Social Media on Purchasing Behavior – With Special Reference to Facebook Users
    (Faculty of Commerce and Management Studies, University of Kelaniya, 2011) Fernando, P.M.P.; Jayawickramarathne, S.G.W.K.
    Social Media had become a platform for interaction and networking for people around the globe. Online advertisers from various industries are exploring the use of Internet social networking to build brand awareness and loyalty among the users of these sites. With the trend of young adults getting more and more computer savvy and increasing the time they spend in internet, the advertisers are presented with a large crowd with a substantial potential to grow and develop as a profitable segment. At the same time these marketers are facing the challenge of conquering this market of social network users to make them loyal customers. It is immensely important for marketers to understand the role played by the social media and social media marketing when it comes to purchasing behavior of customers. The objective of this research is to analyze the influence of social media and social media marketing on the purchasing behavior among social network users, with the special reference to Facebook. An online survey was conducted among a sample of 250 young adult Facebook users. A factor analysis on the research findings revealed that the respondents are influenced by social media marketing when it comes to their decision making process and also a moderate level influence was revealed on the purchasing decision of these young adults as customers. Thus the research provides a better understanding of social network use among Facebook users, how the experiences they gain on social media affect their decision process of purchasing and provide insight into effective online marketing to young adults.