Browsing by Author "Patabendige, S. S. J."

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B2B Social Media Strategies and Their Impact: An Inquiry on Agri-Exporter’s Perception of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Lankathilaka, W. C.; Patabendige, S. S. J.; Madushika, R. A. L.
B2B social media strategy has become a critical pillar of modern marketing, especially for businesses operating in global markets where competition and collaboration transcend geographic boundaries. The interconnected nature of industries like exports necessitates innovative and dynamic marketing approaches to establish and sustain relationships across diverse cultures and markets. Social media marketing, traditionally seen as a tool for B2C engagements, has gained increasing importance in the B2B sector, providing businesses with platforms to communicate, engage, and build trust with partners, suppliers, and clients. This shift underscores the growing relevance of digital transformation in fostering strategic connections within export-driven industries. This study investigates the impact of B2B social media marketing strategies on the perceptions and decision-making processes of exporters, particularly within Sri Lanka’s Agri-export industry. Grounded in the constructivist research paradigm, the study adopts a deductive approach, utilizing established theories and models to analyze the data and uncover actionable insights. The study employs a structured questionnaire survey consisting of 26 carefully designed questions to collect data from a sample of 176 exporters. By focusing on exporters in the Agri-export sector, the research delves into a critical segment of the Sri Lankan economy, known for its reliance on global trade and competitive markets. This study found a novel finding as there is a positive impact of B2B social media strategies on exporters' perceptions in the agri-export industry in Sri Lanka. Thus, the strategy of enhancing brand presence through integration is the most influential factor shaping exporters' perceptions. The findings validate the proposed conceptual model, offering a deeper understanding of how social media strategies influence exporters' perceptions, enhance their brand visibility, and contribute to long-term relationship-building. The main limitation of this research is its focus on a limited sample of Sri Lanka, Export Development Board-registered agricultural exporters due to time constraints. Further, the small sample size limits the generalizability of the study’s findings. The research highlights significant implications for industry stakeholders, providing a roadmap for leveraging social media as a tool for competitive advantage. It also opens avenues for future research to explore the evolving dynamics of digital marketing in the B2B export landscape.
Congruence Between Self-Image and Brand Personality and Their Impact on Purchasing Intentions: A Case of Sri Lankan Motorcycle Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Samarasinghe, K. G. S. A.; Patabendige, S. S. J.
It is argued that consumer purchasing intentions may reflect not only functional reasoning but also symbolic meanings. Indeed, businesses have long attempted to develop brand personalities that appeal to the self-image of their target customers. Past studies indicate that congruence between self-image and brand personality plays a significant role in brand loyalty. However, much remains to be understood regarding how such congruence may translate to customer purchasing intentions. In particular, this paper focuses on two types of self-images: actual and ideal, and their relationship with purchasing intention by focusing on the mediating role of brand personality. Data for the study is drawn from the motorcycle industry in Sri Lanka using a convenient sampling technique. 337 survey responses were analyzed using correlation and regression techniques using the SPSS 26 software. The study finds that both actual and ideal self-image significantly and positively affect purchasing intention and that brand personality mediates their relationship. The study's findings highlight the need for businesses to focus on developing brands that appeal to their customers' self-image and that such congruence should not only relate to how the customer sees him or herself now (actual) but also how they wish to see themselves in the future (ideal).
Direct Marketing Strategies and Effect on Increasing Readership from Newspaper Inquire on Reviving the Dying Industry Newspaper
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Harshana, H. C.; Patabendige, S. S. J.; Dhuveeshan, M.
This study aimed to inquire about the effect of direct marketing strategy on increasing readership in Reviving the Dying Industry Newspaper. In today Sri Lankan newspaper industry facing a very difficult situation because of the decreased readership pattern of the Trio of decades. New technologies and the rise of digital and social media changed the print media sector at the turn of the twenty-first century, bringing many challenges to print newspapers. in this study identified key empirical gaps such as how to revitalize the dying industry, the lack of long-lasting effects of directly concentrating on newspaper marketing campaigns as a strategy. in practically shows the reports newspaper industry worldwide step by step dying because of the total estimated weekday circulation of daily newspapers in the United States fell from 55.8 million in 2000 to 24.2 million in 2020, a steep decline. past surveys show major issues of the future of the newspaper industry, 78% of the readership population is 50 years and above. That key factor shows, that it is going to cause serious trouble for the newspaper industry as this generation passes away. This research is an understanding to find the possibilities of direct marketing as a means of reviving dying the newspaper industry in Sri Lanka, keeping in mind the empirical gap in the long-term effects of direct marketing and a practical gap in implementing cost-effective strategies in direct marketing. Hence, the objectives of this study are to determine which direct marketing approaches increase the readership and keep the readers engaged for the long term while taking into consideration the demographic differences and economic constraints in the industry. Direct marketing strategies were measured in four dimensions: direct selling strategies, direct mail strategies, telemarketing strategies, and SMS marketing strategies. This research study, to achieve its aim, adopted a positivist paradigm motivated by the deductive approach using developed models and theories of explanatory research design. A Google Form questionnaire survey was issued to 366 out of 404 respondents using a non-probability sampling technique to carry out the study. The respondents were those who purchased a locally published newspaper and read it within three months. They were over 15 years old and were in the Sri Lankan newspaper industry. The key findings of the study, under the simple linear regression, revealed that direct selling strategies, direct mail strategies, telemarketing strategies, and SMS marketing strategies have significantly moderate positive relationships in increasing newspaper readership in Dying Industry Newspaper. However, telemarketing strategies show a weak positive relationship with newspaper readership in Sri Lanka's newspaper industry. Based on the findings, it would be necessary for direct marketers to assist Sri Lankan newspaper companies in developing direct marketing strategies according to the demographic stages of their readers regarding the educational level, age, gender, status, and income levels, for increasing readership. The key findings include the practical constraints that limit generalized results concerning sample size and accessibility. Therefore, it should have been possible to identify variables and indicators in the absence of earlier studies on the effect of direct marketing on readership. Future studies might include research on Social and Digital Integration, Email Marketing, and other methodologies like field-level marketing strategies to examine their effectiveness. A longitudinal and mixed-method approach should validate these findings and further complement them with comprehensive insights into the revival of readership behaviors.
Factors Affecting Consumer Acceptance towards Omnichannel Market: A Case of Sri Lankan Supermarket Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ilukwaththa, I. P. I. S.; Patabendige, S. S. J.
The advent of omni-channel retailing represents a paradigm shift in the consumer experience, aiming to integrate online and offline channels to deliver a cohesive customer journey. This research explores the determinants influencing consumer acceptance of the omnichannel approach, with a particular focus on the supermarket sector. Employing a survey-based methodology, this study utilised a structured questionnaire to gather data. Analytical techniques, including descriptive analysis, regression analysis, and frequency testing, were applied, with SPSS 20 serving as the primary tool for data analysis. The findings reveal that perceived usefulness, ease of use, and compatibility significantly positively influence consumers' behavioural intentions towards adopting omnichannel retailing. In contrast, cost and perceived risk were not found to significantly impact behavioural intentions. Notably, perceived compatibility emerged as the most critical factor driving consumers' intentions to embrace the omnichannel approach. This study underscores the importance of seamless integration across retail channels, suggesting areas for further research in other industry contexts to broaden the understanding of omnichannel retailing's impact on consumer behaviour.
From Clicks to Carts: Exploring the Role of Unboxing YouTube videos in Driving the Smartphone Purchasing intention of Generation Z and Millennials in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya., 2023) Dilshan, H. P.; Patabendige, S. S. J.
User-generated videos (UGVs), that is, videos generated by users as opposed to by manufacturers or sellers, have become increasingly popular, especially with Generation Zs and millennials. Using platforms like YouTube, UGVs create awareness and influence purchasing decisions through reviews. This study aims to better understand the effects of UGVs by focusing on their role in smartphone users' purchasing intention. The study draws on the uses and gratification theory, which contends that media users actively search for content that satisfies specific needs such as information seeking, social bonding, entertainment, and time passing. Data was sourced from an online survey involving 390 respondents from the Generation Z and millennial cohorts in Sri Lanka. Analysis revealed that viewing unboxing videos addresses all four gratification motives, while the information- seeking motive stood out as the primary driver. These findings provide valuable guidance for UGV creators and marketers in general on optimising content strategy.
Impact of Below-The-Line (BTL) Tools on Investor Behaviour toward Green Investment: A Study in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Maduwanthi, M. L. P. T.; Patabendige, S. S. J.; Dharmawardane, M. N. S. H.
This study examines the impact of Below-The-Line (BTL) marketing tools on investor behaviour towards green investments in Sri Lanka, focusing on targeted strategies such as social media, direct marketing, sponsorship, and public relations. By highlighting personalised communication, BTL tools are designed to influence specific investor groups, thereby driving greater engagement with sustainable financial products. Green investments are increasingly important in addressing global challenges such as climate change, resource scarcity, and promoting sustainable practices. In this context, understanding the role of BTL tools is crucial on increasing investment in environmentally friendly and socially responsible projects. The research adopts a quantitative approach, using a structured questionnaire distributed among a sample of diverse investors in Sri Lanka to identify how BTL strategies shape their behaviour. The data collected was analysed to assess the relationships between key variables such as emotional appeal, trust, and perceived value. The findings show that there is a strong positive correlation between the use of BTL tools and interest in green investments. Social media stands out as a very effective tool for generating awareness, especially among the younger investor demographic. Direct marketing further strengthens the connection between investors and sustainable financial products by providing personalised content and clear communication. Sponsorship and public relations are complementary in building trust and credibility, especially through engagement with ethical causes and initiatives. Despite its significant findings, the study is subjected to limitations. Firstly, it focuses only on the Western Province of Sri Lanka, which limits the generalisability of its findings to other geographical regions. Potential biasness in survey responses driven by limited awareness of green investments or personal beliefs may also affect the reliability of the data. Differences in technology use across regions further limit the broad applicability of the study’s recommendations. The findings of this study offer transformative implications for financial institutions, policymakers, and marketers, filling a critical gap in the literature on the application of Below-the-Line (BTL) tools in green investment promotion. While existing research often highlights generic strategies, this study emphasises the necessity of tailoring BTL tools to align with Sri Lanka’s unique socio-cultural and economic dynamics. Financial institutions can leverage these insights to implement culturally and demographically relevant campaigns that directly address investor-specific challenges, such as limited awareness and risk perception. For policymakers, these results support the development of awareness programs that not only align with national sustainability goals but also connect deeply with local investor behaviour, fostering greater participation in green finance initiatives. Unlike previous studies, this research underscores the importance of personalisation, transparency, and emotional appeal in BTL strategies to build trust and enhance motivation among investors. Moreover, by integrating sponsorship and digital platforms with offline marketing, financial institutions can effectively fill the gaps in engagement and communication highlighted in past literature. Future research should explore the scalability of these findings in diverse international contexts, enabling a broader understanding of how customised BTL approaches can drive sustainable investment behaviour across markets.
Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Attitudes Towards Green Products with Special Reference to Young Business Executives in the Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Cooray, W. H. H.; Patabendige, S. S. J.
The study was conducted to investigate the effects of advertising strategies, specifically emotional advertising, on the consumer-brand relationship. The consumer-brand relationship is defined as the initiation, development, influence, and nurturing of connections between existing and potential consumers, encompassing aspects such as brand love, brand intimacy, brand passion, brand commitment, and brand loyalty. Advertising is a critical component of marketing, and its impact should be assessed across various domains. Therefore, this study employed a systematic methodology to measure the effects of different emotional appeals in advertising, including humor, romance, fear, and guilt, to determine their impact on the consumer-brand relationship. A key finding of the study was that romance appeals add significant depth and meaning to the product and brand context when employed with high intensity. Fear appeals were found to be powerful, but their effectiveness in converting to purchase intention relies on two conditions: the fear depicted in the advertisement must relate to the target group's personal phobias, and the solution offered by the brand or product must be convenient and accessible. Additionally, guilt appeals produced an unusual finding, enhancing viewers' sense of accountability and responsibility regarding a specific issue. Guilt appeals also conveyed a compelling, underlying narrative within the advertisement. In the Sri Lankan context, the impact of emotional appeal advertising on the consumer-brand relationship among vicenarians (aged 20-29), with particular reference to the FMCG sector, remains an area requiring further exploration and understanding.
Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Young Business Executives’ Attitudes Towards Green Products in Developing Country Contex
(2023) Cooray, W. H. H.; Patabendige, S. S. J.; Mirando, U. J.
Green purchasing behavior, characterized by acquiring and consuming environmentally friendly products, has gained significant attention in recent years. However, scholars posit that transitioning to "going green" necessitates a fundamental shift in consumer behavior patterns. This study aims to enhance the understanding of green purchasing behaviour among young business executives (aged 24-39) in Sri Lanka's Western Province. It investigated the combined influence of environmental knowledge (both subjective and objective) and attitudes towards green products on green purchase intention. Specifically, the study examined the direct relationship between subjective and objective environmental knowledge with green purchase intention and the potential mediating effect of attitudes toward green products on this relationship. Employing a survey-based methodology, questionnaires were distributed through a convenient sampling technique to the target population within the Western Province. Data analysis utilized correlation and regression techniques via SPSS 26 software. The findings reveal that objective environmental knowledge exerts a greater influence on green purchasing decisions than subjective environmental knowledge. It is also found that more than environmental knowledge directly translating into green purchasing intention, it is the attitudes of the decision-makers toward the environment that act as a conduit. These findings, therefore, yielded valuable insights for marketers and others interested in promoting green consumption, empowering them to make informed decisions and develop effective strategies.
Impact of Green Communication Strategies on Green Purchasing Behavior in the Personal Care Industry, with Special Reference to Gen Z in Sri Lanka: Moderating Effect of Digital Media Channels
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, H. C. T.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.
This study examines how green communication strategies impact green purchasing behavior in Sri Lanka's personal care industry, with a focus on Generation Z consumers. The study fills in the knowledge gap regarding how individual green communication strategies, such as advertising, corporate public relations, visual identifications, green labels and packaging, sustainable reporting, affect green purchasing behavior. It further explores the moderating effect of digital media channels, with a focus on how they strengthen the relationship between green communication strategies and green purchasing behavior. A previous study looked at the relationship between green purchasing behavior and green communication strategies. The three primary strategies of green communication green advertising, labeling, and packaging were the subject of the majority of these studies. They discovered that these strategies had a big impact on consumer preferences and purchases. Furthermore, a number of studies have looked at sustainability reporting as a green communication strategy intended to increase transparency and consumer confidence. The results indicate that companies can communicate their green marketing efforts through a range of strategies, including advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports. By combining advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports, this effort will expand on this foundation. This will allow for a thorough examination of the ways in which each of these distinct green communication strategies affects consumers' decisions to make eco-friendly purchases. Furthermore, it is typically still unclear how green communication techniques should be implement, even when experts have researched their development, implications, and design in detail. Therefore, this study examines the relationship between green communication strategies and green purchasing behavior using digital media channels as an implementation tool. The personal care industry is a perfect environment for researching green communication strategies because of its strong connections to human wellbeing and environmental responsibility. As a result, it is extremely relevant to sustainability projects. Focusing on Generation Z makes strategic sense because they are growing in size and awareness of eco-friendly practices, offering an opportunity to expand on previous research and influence sustainable consumer behavior. In order to collect primary data for a quantitative study, 387 Gen Z respondents in Sri Lanka were chosen by convenience sampling and provided with a structured questionnaire. The analysis was conducted using IBM SPSS Statistics 25 and includes sample descriptions, validity and reliability evaluations, normality checks, mean value estimations, assumption testing, correlation analysis, hypothesis testing, and moderation analysis. The findings demonstrate that customers' decisions to make greener purchases can be significantly influenced by green communication strategies such as advertising, corporate public relations, visual identifications, green labels and packaging and sustainable reporting. Additionally, digital media channels act as a powerful moderator, enhancing the relationship between green communication strategies and green purchasing behavior. The study has several issues, even if the research findings are presented in a comprehensive way. The small sample size of 387 respondents who were selected using convenience sampling due to time constraints reduces the possibility of generalization of the results. Additionally, it was not feasible to gather data from every district in Sri Lanka due to time constraints and limited access, which may have led to a lack of representation of regional variances. Instead than focusing on how digital media platforms affect individual green communication strategies, the study looks at how they affect green communication strategies in general. Additionally, data is collected at a certain point in time due to the cross-sectional nature of the study. To understand how digital media channels influence the effectiveness of green communication strategies on Gen Z's green purchasing behavior in Sri Lanka's personal care industry. It introduces a framework examining the impact of individual green communication strategies advertising, corporate public relations, visual identifications, green labels and packaging, and sustainability reporting. Additionally, it highlights how digital media channels enhance the effectiveness of green communication strategies. The findings highlight how important it is to align these strategies with digital media channels to maximize engagement and encourage green purchasing behavior. Marketers are being encouraged to integrate digital media channels with green communication strategies in order to appeal to Gen Z's green purchasing behavior. Using these strategies on digital media channels can improve eco-conscious messaging, brand-consumer interactions, and green purchasing patterns. Future research should use a variety of approaches to examine the long-term effects of green communication strategies on green purchasing behavior by using longitudinal studies in order to better comprehend the situation to look at how people's attitudes and actions change over time. And it needed to understand how digital media channels affect the effectiveness of these individual strategies and think about combining quantitative and qualitative research techniques.
Impact of Green Marketing Mix towards Consumer Green Purchase Intention: Investigating the Moderating Effect of Economic Crisis
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Siriwardhana, A. W. G. D. H.; Patabendige, S. S. J.
It is now a critical necessity for businesses to adapt green marketing strategies amidst evolving consumer preferences and increased global environmental consciousness. This study focuses on the intricate connection between ecological sustainability and economic resilience, especially during periods of economic turmoil, by exploring the dynamic interaction between green marketing mix strategies and consumer intentions to purchase green products. Through a quantitative methodology, the research examines the effects of green product offerings, pricing strategies, distribution channels, and promotional activities on the green purchase intentions of 384 supermarket patrons, utilising a structured questionnaire for data collection. Employing both descriptive and inferential statistics, the findings reveal that, under typical conditions, these green marketing components exert a significant positive impact on consumers' intentions to purchase green products within supermarket settings. However, the study notes a dilution of this relationship during economic crises, indicating a reorientation of consumer priorities towards more immediate economic concerns over environmental considerations. These insights extend the current body of knowledge by illuminating the complex interplay between green marketing initiatives and consumer behaviour in the face of economic downturns. The theoretical and practical implications of this study highlight the imperative for businesses to adeptly navigate the shifting paradigms of consumer preferences influenced by economic volatility, acknowledging the moderating role of economic crises on green marketing effectiveness.
Impact of Relationship Marketing on Customer Loyalty in State Sector Commercial Banks in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madusanka, B. T.; Patabendige, S. S. J.
Relationship marketing is designed to foster customer loyalty, interaction, and long-term engagement. It focuses on customer satisfaction and the provision of value over time rather than individual transactions. However, relationship marketing and its impacts can take various forms and shapes. We explore the influence of relationship marketing on customer loyalty within state-sector commercial banks in Sri Lanka by drawing on four pivotal independent variables: trust, commitment, communication, and conflict handling. The study uses a survey-based quantitative research design that covers customers of state-sector commercial banks in Sri Lanka. Despite the overall population size being undetermined, the study draws evidence from 369 respondents. The collected data was analysed using descriptive and inferential statistics using SPSS 20 software. The study's findings highlight that all relationship marketing predictors positively correlate with customer loyalty, indicating a significant positive impact on customer loyalty in the context of Sri Lanka's state-sector commercial banks. Notably, communication emerged as the most critical factor influencing customer loyalty. The study concludes that relationship marketing exerts a positive effect on customer loyalty in the examined banks, highlighting the strategic importance of fostering relational elements to enhance customer loyalty. By focusing on these key findings, businesses, especially financial institutions, can cultivate strong, lasting customer relationships, improving loyalty, repeat business, and positive word-of-mouth referrals.
Impact of Sensory Branding On Brand Switching Behavior with Moderating Effect of Celebrity Endorsement with Special Reference to Sri Lankan Shampoo Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Vitharana, S. A.; Patabendige, S. S. J.
The proliferation of choices has rendered today’s discerning customers more adventurous, presenting a significant challenge for companies to attract new customers and retain existing ones. To address these challenges, companies employ various marketing strategies, with sensory branding and celebrity endorsement remaining critical tools in customer attraction and retention. This study aims to investigate the impact of sensory elements within sensory branding strategies on consumers' brand-switching behavior and to explore the moderating effect of celebrity endorsement on this relationship, focusing specifically on the shampoo industry in Sri Lanka. The research utilizes a survey-based quantitative design, targeting shampoo users in the Western Province aged between 18 and 35 years. Data were collected from a sample of 384 respondents using a structured online survey and a convenience sampling technique. The data were analyzed through descriptive and inferential statistics using SPSS version 20. The study's findings indicate that sensory branding positively influences consumer brand-switching behavior within the shampoo industry. Among the sensory aspects, the sense of sight was found to have the most significant impact on switching behavior. Additionally, it was determined that celebrity endorsement uniquely moderates the relationship between sensory branding and consumer brand-switching behavior, exhibiting a positive moderating effect. These findings underscore the importance for the shampoo industry, and the broader FMCG sector, to integrate both sensory branding and celebrity endorsements to effectively retain customers. Specifically, sensory elements such as color, theme, design, and size were found to be particularly effective in attracting new customers.
Impact of Social Capital on Customer Satisfaction: A Case of the Sri Lankan Banking Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dilshan, J. V. G. A. S.; Patabendige, S. S. J.
Customer satisfaction is a crucial element in the modern business landscape, particularly within the banking industry, where it is vital for retaining existing customers and attracting new ones. Various strategies, tools, and technologies are employed to enhance customer satisfaction, but social capital defined as the social relationships between different stakeholders, is expected to support and amplify this satisfaction. The present study aims to explore the role of social capital in influencing customer satisfaction within the Sri Lankan banking sector. Grounded in Social Capital Theory, which emphasizes the quality and excellence of relationships both within and outside organizations, the study identifies three primary dimensions of social capital—structural, cognitive, and relational—as independent variables, with customer satisfaction as the dependent variable. A quantitative research design was employed, utilizing a purposeful sample of 384 staff members predominantly from state-owned banks in Sri Lanka. Data were collected through a survey and analyzed using SPSS 20 software. Inferential statistical techniques, including correlation and regression analyses, were applied to test the hypotheses. The findings reveal a strong, significant positive relationship between all three dimensions of social capital and customer satisfaction. The study thus underscores the importance of developing structural, cognitive, and relational capital as critical tools for enhancing customer satisfaction in the banking sector.
Impact of Social Media Experience on Offline Purchasing Decisions: The Case of Luxurious Cafeterias in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Athukorala, A. I. U. K.; Patabendige, S. S. J.; Thundeniya, L. G. D. T. B.
Social media has dramatically improved connectivity between businesses and consumers across industries. In today's Sri Lankan context, the online audience is actively engaged with the social media experience through different social media platforms, making it an important venue for marketing, communication, and brand interaction. More than 70% of social media users will refer social media platforms to review information on products and services before purchasing them offline. That may reduce the perceived risk of making a wrong purchasing decision in physical channels. In the luxurious cafeteria context, the customers are more likely to search online and make offline purchasing decisions because their purpose is to get a higher satisfactory value for their expenditure with a better experience in a physical environment due to the high cost of products and brand offers. For instance, luxury customers rely on cross channels, which help them in purchasing high-involvement products. Therefore, marketers of luxury brands are adopting to use of social media as a key marketing tool to interact with their target audience by publishing their content via social media platforms to drive consumers to offline purchasing decisions with their emerging social media experience practices. Furthermore, the combination of online and offline strategies enhances consumers’ knowledge, attitude and purchase intentions towards the products. It appears that the online experience may have a significant influence on offline purchasing decisions. The most of previous studies have investigated the impact of social media experience on purchasing decisions by mediating different factors in the luxury brand contexts. However, past studies often failed to explicitly address the direct connection between social media experience and offline purchasing decisions as part of the online-to-offline strategy in the luxury brand context. The luxurious cafeteria concept is relatively novel in Sri Lanka which can be seen rarely in Western province, with the growing influence of social and cultural factors involving coffee culture. The luxurious cafeteria brands in Sri Lanka communicate their unified image through their social media pages, aligning with cultural preferences and promoting modernized café experience due to the wide spread of using smartphones, Internet and relying on social media platforms. This remains a noticeable gap in empirical studies exploring the impact of social media experience on offline purchasing decisions within the luxurious cafeteria sector in Sri Lanka. To address this gap, this study investigates how social media experience delivers luxury cafe brand information using various activities with promising to provide a seamless experience in physical stores. Thus, this study underscores the impact of social media experience on offline purchasing decisions by paying special attention to the luxurious cafeteria sector in Western province, Sri Lanka. This study used the quantitative research technique to collect primary data from the sample using a structured questionnaire with 22 questions. The luxurious cafeteria culture is boomed in the Western province, Sri Lanka today. Therefore, this study selected Western province as the target population to collect data. The target population consisted of 18 – 55 age category people who follow the luxurious cafeteria brand’s social media pages. The study was effective in collecting 424 responses using a convenience sample method, which is a subset of nonprobability sampling. After checking missing values and outliers, this study analyzed data by proceeding with 408 usable data. Based on the findings, this study presented that there has a significant and positive impact of social media experience on offline purchasing decisions in the luxurious cafeteria sector. The primary data collection method restricts this study to a small population size for investigation. Therefore, the data collection has been limited to 424 responses due to time restrictions. Also, the authors faced the challenge of finding supportive literature to investigate this study because there is a dearth of empirical studies. The practical implications were created for marketers of luxurious cafeteria brands in Sri Lanka, emphasizing the significance of providing useful and relevant social media experience to effectively attract and maintain their targeted online audience while driving offline purchasing decisions. Future studies can explore a combination of quantitative and qualitative approaches to find a better outcome into the impact of social media experience on offline purchasing decisions in the luxurious cafeteria sector.
Impact of Technology-based Social Media Brand Voice on Farmer Technology Adaptation in the Agriculture Sector of Western Province of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kavindi, H. K. S.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.
This study explores the impact of technology-based social brand voice on farmers’ technology adaptation in the agriculture sector of the western province of Sri Lanka. It also identifies the major research themes, research trends, and findings regarding the impact of technology-based social media brand voice on farmers’ new technology adaptation. The data was taken from the Scopus database, which contains 300 articles. Then, I screened the articles to identify 5 papers that fit my criteria for analysis. As the agriculture sector becomes more complex and technology evolves, face-to-face communication will become more difficult. Online communication and social media have given agriculturalists an easier communication channel because they are free and practically instantaneous. The purpose of this study was to explore what type of communication appeals in social media are used to communicate agricultural information for sharing new agriculture technologies and what social media appeal has more impact on farmers’ new technology adaptation. This research study employs a positivist research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data for the research will be collected through a well-structured questionnaire survey with 26 questions involving 384 respondents from the 18 – 55+ age category. The study regarding the agriculture industry in Sri Lanka raises concerns in social media communication regarding new technologies. This means that Agribusinesses need to be concerned about social media brand appeals when creating Technology-based social media brand voice. Furthermore, as technology evolves, farmers' adaptation of new technology also increases. Businesses promoting new technology-based agriculture solutions must carefully consider what technology-based social media brand appeal persuades farmers the most. The study has major implications for Sri Lankan Agribusinesses, to create the most suitable technology-based social media communication to peruse farmers. This study found that rational, humanized, and informative appeals significantly impact farmers' adaptation of new technology, while emotional and humor appeals have less impact. Therefore, when Agribusinesses create technology-based social media brand voices, giving high priority to rational, humanized, and informative appeals will be more effective, and giving less priority to humor and emotional appeals will persuade farmers the most. When guiding farmers to use the new agricultural technologies, it is important to consider what is the most effective technology-based social media brand voice, which gives the most positive impacts on farmers’ new technology adaptation the most.
The Influence of Social Media Information Sharing on Green Fashion Purchase Intention in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Wickramarathne, N. O.; Patabendige, S. S. J.
The trend of "Going Green" in fashion has gained considerable popularity, with consumer interest in environmentally friendly and sustainably sourced fashion being significantly influenced by social media content. This paper aims to explore the impact of social media information sharing on green purchasing intentions, focusing on the psychological factors influencing consumer behavior. The study is based on Ajzen’s (1991) Theory of Planned Behavior (TPB), which posits that behavioral intention is influenced by attitudes (personal feelings towards a behavior), subjective norms (perceptions of others' opinions), and perceived behavioral control (one's ability to perform the behavior). The research examines the relationship between social media information and these three TPB factors, and their mediating role in green purchasing intentions. A survey-based approach was employed, utilizing online questionnaires distributed via a convenience sampling method to a tech-savvy and fashion-conscious demographic aged 20 to 39 in the Western Province of Sri Lanka. Of the 300 responses collected, data were analyzed using correlation and regression techniques with SPSS 26 software. The findings underscore the significant role of social media information sharing in shaping consumers' attitudes, subjective norms, and perceived behavioral control, all of which act as antecedents to green fashion purchasing intentions. However, the study reveals that the impact of social media information sharing on green purchasing intentions in the Sri Lankan fashion industry is positive but weak. This suggests that the industry should enhance its use of social media to more effectively influence psychological factors, such as attitudes towards green products, to better promote green fashion.
Nexus Between Sustainability Learning and Pro-Sustainable Behavior: A Case of Sri Lankan Employees with Professional Accounting Background [A Concept Paper]
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Perera, H. M. M.; Patabendige, S. S. J.
Sustainable development that balances economic, social, and environmental concerns is seen as a key requisite for the future survival of life on our planet, as we know, and there have been fervent calls in the past for global education systems to support knowledge, skills, and competencies that lead to such behavior. Yet, there is a paucity of research on how sustainability development objectives are incorporated into learning and whether such efforts have yielded the desired outcomes. In recent times, accounting professionals have been drummed up as sustainability champions in businesses where they are expected to not only focus on their traditional accounting duties but also create and link internal systems and processes to ensure that sustainability matters are measured and managed to support the business objectives of their firms. This study draws on Ajzen’s (1991) Theory of Planned Behavior to elucidate pro-sustainable behavior by identifying such behavior to depend on three dimensions i.e., personal attitude towards a particular behavior, normative beliefs, and motivation to comply, and their belief in the ability to control their performance. Moreover, the study expects such pro-sustainability behavior to be supported by complex knowledge and skills acquired through formal sustainability learning detailed through five competencies – system thinking, anticipatory thinking, value thinking, strategic thinking, and interpersonal competencies. In particular, the present study aims to investigate the relationship between competencies developed through sustainable learning initiatives and their subsequent influence on the pro-sustainable behaviors of accounting professionals covering all three sustainability components i.e., pro-environmental, pro-social, and pro-economic behaviors.
Product Placement, Consumer Purchasing Intention and Mediating Effect of Brand Awareness: A Closer Look at Realities of Reality Shows
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Weerasinghe, D. H. D.; Patabendige, S. S. J.
Reality TV has become a ubiquitous and significant platform for content distribution in the changing environment of television programming. This research analysed the subtle dynamics of product placement in reality television and its influence on consumer behaviour. With the theoretical base of tripartite typology of product placement, the study examines the relationship between visual, verbal, and plot placement, brand awareness, and consumer purchase intentions using a deductive research technique and quantitative approaches. The study focuses on the adult population of Western Province, Sri Lanka, where 363 responses were procured via a standardised questionnaire. This primary data was also triangulated with secondary sources to ensure reliable results. The research provides detailed insights into the linkages and direct impacts of various product placements on customer purchasing intention. While visual placements are just a modest indicator of purchase intentions, verbal placements have a high predictor. Brand awareness mediates the links between product placements and consumer purchase intentions, with verbal placements exhibiting a powerful influence. However, plot placements are of little importance to purchase intention and should be investigated further. Finally, this research highlights the multidimensional influence of product placement on consumer behaviour in reality TV shows, offering light on the various strengths of visual, verbal, and plot placements. Based on the findings of their influence in the context of reality TV shows, practitioners should incorporate verbal locations strategically. These insights, therefore, enable marketers to fine-tune their tactics by analysing the many elements that drive customer decision-making within today's robust media ecosystem.
Proximity & Effects of Customer Relationship Marketing on Customer Retention: An Empirical Study Based on Sri Lankan Life Insurance Companies
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Sandamali, B. T. C.; Patabendige, S. S. J.
The purpose of this research is to identify the relationship between Customer Relationship Marketing (CRM) and Customer Retention within the life insurance industry. In the current environment, insurance businesses heavily rely on marketing strategies. Without an effective marketing plan, it is challenging for an insurance company to remain competitive and defend its market position. Customer Relationship Marketing is utilized by insurance companies to understand customer needs and foster effective communication and cooperation. This approach ensures the acquisition and retention of the most profitable customers using the most effective methods. The research is based on information gathered from both primary and secondary sources. Quantitative data were collected through questionnaires from a sample of 385 respondents and analyzed using SPSS Version 23. Regression analysis was employed to test the impact of CRM approaches on customer retention. The study concluded that CRM practices such as empathy, communication, trust, and responsiveness have a statistically significant positive effect on customer retention. However, the impact of commitment on customer retention was found to be positive but statistically insignificant. Therefore, it is recommended that insurance companies enhance their CRM strategies to improve customer retention.
The Role of Corporate Social Responsibility (CSR) on Brand Loyalty, Specifically in Relation to the Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Suranjan, M.; Patabendige, S. S. J.
Given the contemporary emphasis on Corporate Social Responsibility (CSR) across various business enterprises, this research aims to investigate the impact of CSR on brand loyalty, with a particular focus on the telecommunication industry in Sri Lanka. This explanatory research employs a quantitative approach to identify how CSR influences brand loyalty within this sector. In this study, CSR is considered as the independent variable, while brand loyalty is the dependent variable. The impact of CSR on brand loyalty is examined through four dimensions: Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility. Each dimension is assessed using three different indicators, and brand loyalty is evaluated through seven indicators. The research sample comprised 350 undergraduate students selected using a simple random sampling method. The target population for this study included all telecommunication network users in Colombo. Data were collected via a questionnaire designed to assess the impact of CSR on brand loyalty, with the reliability of the questionnaire confirmed by Cronbach’s alpha value. Data analysis was performed using SPSS version 25, employing Mean, Correlation, and Regression Analysis. Correlation analysis revealed a significant and strong relationship between Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility and brand loyalty. The results indicated a positive correlation between CSR and brand loyalty. Regression analysis was used to test the research hypotheses, and it was found that Economic Responsibility, Legal Responsibility, Ethical Responsibility, and Philanthropic Responsibility each have a significant impact on brand loyalty. All five hypotheses proposed in the research were accepted. The findings confirm that CSR has a substantial impact on brand loyalty.