Browsing by Author "Medis, L.A.P."

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Evolution of Marketing Methods towards the Omnichannel Marketing: Understanding the Journey through a Literature Review
(Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Liyanage, N.N.; Medis, L.A.P.; Karunarathne, W.V.A.D.
Appreciating the massive evolvement of internet-based technology which has made massive changes to marketing methods globally, the purpose of this study is to identify the impact of omnichannel marketing on generating the revisit intention on the fashion store brands in Sri Lanka. Within marketing management jargon, consumer revisit intention (RI) was being studied widely and it has proved that retaining customers is more advantageous than attracting new, because it would require less marketing resources to retain customers than inviting new ones. As the marketing methods have aged, changed, evolved so is the consumer's thinking, expectations behavior, and intentions. From radio to newspapers, television to social media, marketing has transformed with the mediums over the past several decades. Particularly social media which is the most recent development has changed marketing in several different ways. Social Media has completely transformed the consumer's lifestyles including how they interact with business organizations. Nowadays customers expect proactive service, personalized interactions, and connected experience. Therefore, various integrated marketing methods came to practice and latest of them being omnichannel marketing. In omnichannel marketing it suggests the integration of all physical channels (offline) and digital channels (online) to offer a unified customer experience. In this paper, the literature related to the evolution of the marketing communications used by the practitioners from early dates to today will be analyzed and discussed to identify the attributes, features of different marketing communication methods used in different eras and theories and consumer behavior and expectations that developed and shifted together with the development of the marketing communication.
Psychological Distance and Online Purchasing Intention of Sri Lankan Consumers’ Big Ticket Electronic Procurement: The Mediatory Role of Online Trust and Moderating Role of Perceived Risk
(Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Srirajakulendra, A.P.I.; Medis, L.A.P.
With the aggressive penetration of the internet, in the 90’s decade many believed that it will spur a super highway for an aggressive growth in e-commerce. However, two decades later ecommerce still struggles to capture more than 10% of the total global retail value. Consumer distrust towards unfamiliar retailers over the cyber channel have created an impediment in the aggressive growth of this sector. As per the construal level theory, this distrust could be partially explained by way of a concept referred to as ‘psychological distance’. This study depicts that pureplay e-tailers who lack a physical store or having a physically distant location altogether, contribute to psychological distance, impaired online trust and reluctance to procure big ticket electronics online in Sri Lanka. In turn, the study sets a strong platform for business managers of local e-tailers to devise economical but effective investment strategies, whereby through manipulating and interchanging the social and tangible dimensions (of psychological distance), it is possible to offset the unfavorable effect caused by physical distance and thus reduce the psychological distance as a whole in comparison to a retailer with prominent physical presence (and favorable psychological distance).