Browsing by Author "Nanayakkara, N.W.O.K.D.S.P."

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Application of Social Media for Personal Branding: A Conceptual Review
(The International Journal Of Business & Management, 2020) Nanayakkara, N.W.O.K.D.S.P.; Dissanayake, D.M.R.
The present context of digitalized era promotes the need of branding in an online context. The use of social media for personal branding has been a fast-growing trend and such tools are being competitive in the contemporary business environment. Empirical studies are found clarifying how personal branding carried out through social media whilst claiming further investigations in line with the challenges and issues attributed in different markets, generations and countries. Social media platforms are promptly growing resulting empirical studies to investigate effectiveness of different social media tools and strategies. Alongside, this study attempts to investigate how social media has been utilized for personal branding applications. Paper followed an extensive literature review to build a discussion on theoretical and empirical contents related to social media use in personal branding whilst a rationale is made on the relevance of the theory of social capital. Paper attempts to appreciate the application of social capital theory to explain the theoretical foundation in the use of social media for personal branding whilst trust is highlighted as an additional notion within. The literature review was executed addressing to key sub contents related to personal branding and social media. It reviewed journal articles as the main source of information to organize the contents with empirical justifications. Finally, paper discusses the concepts of brand image, brand identity and brand positioning in personal branding and how active involvement of social media results online personal branding.
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