Browsing by Author "Priyankara, R."

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    Celebrity Endorsement and Consumer Buying Intention With Relation to the Television Advertisement for Perfumes
    (David Publishing, 2017) Priyankara, R.; Weerasiri, S.; Dissanayaka, R.; Jinadasa, M.
    This present paper explores the celebrities appearing on television advertisements. The purpose is to identify the influence of celebrity endorsement on consumer buying intention in Sri Lanka. Television Advertising is one of the marketing communication tools used to receive the attention of the customer and build their loyalty to perfume brands. Celebrity advertisement is an important and frequently used marketing tool to directly influence the consumers’ purchase intentions. The aim of this study is to determine the effect of celebrity endorsement on customer purchasing intention for perfume brands. The survey method was used as the research method. Questionnaire was utilized in gathering information from the respondents in Colombo and Gampaha in Sri Lanka. Cluster sampling was used to select a sample size of 100 and collected data were analyzed descriptively using the SPSS 20.0 version. Correlation analysis was conducted to establish the nature of the relationship between the celebrity endorsers and consumer purchasing intention. Results showed significant relationship between the celebrity endorsement (likability, credibility, personality, attractiveness, and expertise) and consumer purchasing intention, so that all five hypotheses were accepted by this exploration.
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    Conceptual Review: Research Epistemologies for Business Research
    (Department of Marketing Management, University of Kelaniya, Sri Lanka., 2018) Jinadasa, M.; Priyankara, R.
    This paper attempts to elaborate some aspects and specificities of different epistemologies in order to facilitate the researcher in determining which epistemology can be effectively applied for their research projects. First, this paper involves with discussing what epistemology contrary to the ontology is. Second this paper describes positivism, post- positivism, realism, critical realism and empirical realism, and interpretivism as some of the key epistemologies that are used in the research projects.
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    How Young Men Establish Their Same-Sexual Relationships through Digital Contexts, Mutual Understanding and Emerging Networks of Digital Intimacy
    (International Postgraduate Research Conference 2019, Faculty of Graduate Studies, University of Kelaniya, Sri Lanka, 2019) Jinadasa, M.; Priyankara, R.
    This paper reviews three divisions as mutual understanding, digital media contexts, and emerging networks of digital intimacies. First, mutual understanding involves with explaining how young men establish similar understanding between each other through interactive communication via Facebook in order to establish their same sexual relationships. Second, Digital media contexts involves with reviewing digital media’s potentials and spaces, on which rural young men create mutual understanding. Third, emerging networks of digital intimacies involves with clarifying how rural young men network themselves for their same sexual relations through Facebook as a safe and convenient space for their intimacies. On this qualitative literature review, key concepts such as mutual understanding, digital contexts and emerging networks of digital intimacy are explored to argue how rural young men create a network of digital intimacy on their same sexual relationships. Mutual understanding as a key public relation concept, is used to understand how young men establish their same sexual relationships through a process of inter-personal communication via Facebook. Digital media’s potentiality through ‘network society’ and ‘participatory culture’ are explored in order to understand how Facebook helps to create mutual understanding. Accordingly, this paper defines mutual understanding based on how young men individually interconnect through Facebook in order to identity “who they are” for their same sexual relationships. This is not similar to how relationships are managed between organisation and its stakeholders in terms of the corporate benefit. In short, this thesis argues how mutual understanding is constructed through young men’s individual understanding on a process of interaction via Facebook. As a result, it is argued how these virtual communities create a network of digital intimacy