Browsing by Author "Thilina, D. K."

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Effect of Mobile Network Portability (MNP) Adoption on Customers’ Switching Intention of Telecommunication Industry in Sri Lanka: Mediating Effect of Attitude Towards MNP
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Kulathunga, K. W. M. W. T. P. K.; Thilina, D. K.
The mobile telecommunication industry is one of the fastest-growing industries in Sri Lanka, and the competition among telecommunication providers has increased continuously. Therefore, service providers need to sustain their customers and attract other customers to remain in the market. There are a lot of complaints from customers about their telecommunication provider’s service, but there is no huge improvement in the churn rate of the Sri Lankan telecommunication industry because of the inability to keep their existing phone numbers. As a result, many countries have introduced the Mobile Number Portability (MNP) concept, and mobile users can change their mobile service provider if they are unsatisfied with their mobile service providers without changing their mobile phone numbers. Sri Lanka is also trying to implement the MNP concept. Therefore, this research aims to address these gaps by examining the effect of Mobile Number Portability (MNP) adoption on the switching intention of customers as well as the mediating role of attitude towards MNP. Three independent variables were identified according to the previous literature: perceived usefulness of MNP, knowledge of MNP, and perceived porting cost, which influence customers’ switching intentions. The study revealed a positive relationship between MNP adoption and switching intention in the Sri Lankan telecommunications industry. The research provided valuable insights for the telecommunications industry in Sri Lanka and guided them to improve and promote the perceived usefulness of MNP.
Factors Affecting Customers' Willingness to Use Quick Response Codes During the Covid-19 Pandemic (With Special Reference to Financial Institutions in Colombo District)
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Chathuranga, H. S. B. A.; Thilina, D. K.
In today's fast-developing technology landscape, technology firms are offering customers an ever-expanding variety of telecommunications instruments. Electronic software applications are built in several different ways to satisfy the needs of the customers. In their lives, consumers must face various alternatives to innovation. One of the recently offered services technologies is the Quick Response code payment application. QR code is one of the newest of those changes and has recently been used in many actives of human life. Therefore, the purpose of this research is to study the factors affecting customer's willingness to use QR code during the Covid-19 pandemic. The study observed perceived ease of use, perceived benefit, perceived security and perceived usefulness independent variables and willingness to use QR code as the dependent variable. The sample size specified under the convenience sampling method consisted of 366 respondents of the Colombo district. The researcher used analysis techniques of descriptive analysis, regression, and hypotheses tested where SPSS 26 is used as analytical software. The study's findings are independent variables of perceived ease of use, perceived benefit, perceived security, and perceived usefulness have a significant impact on willingness to use QR code. Furthermore, this study has provided an avenue for the Sri Lankan government, financial industry, software engineers, and service developers to improve willingness to use QR code to increase consumer's self- confidence to use QR code.
Factors Affecting on Customer Purchase Decision of Automobiles in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Samarasinghe, B. K. H. D.; Thilina, D. K.
In modern era, many people use automobiles to fulfill their transportation need. Also some are considering automobiles as a sign of a luxurious life. So, many people purchase automobiles not only to fulfill their transportation need but also they use automobiles to show their income level, social class, prestige etc. So, there is various kind of factors affect when making a purchasing decision related to Automobiles. The major purpose of this study was to find out the factors affecting for purchasing decision related to automobiles. The study observed brand image, price, and quality as independent variables and customer purchasing decision as dependent variable. This is quantitative research, and the primary data are collected through structured questionnaire. The sample size is 384 which specified under convenient sampling method and consisted of 106 respondents who tend to purchase automobiles and already use automobiles in Sri Lanka. The researcher used descriptive statistical tools concerning the measures of frequencies, measures of central tendency and measures of dispersion. Also utilize inferential statistics tools such as Pearson’s Correlation and multiple regression analysis to test the hypotheses. In here SPSS 26 software used as analytical software. According to the study’s findings are independent variables of brand image, quality, and price having a significant and positive impact with the customer purchasing decision of automobiles in Sri Lanka. Furthermore, this study’s findings are more useful for the automotive companies of Sri Lanka to identify the factors to be considered when offering new products for the Sri Lankan market and also useful for potential buyers and for researchers.
Factors Affecting on Smartphone Purchase Intention of Customers in Sri Lanka: Examining the Moderating Effect of Age
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranathunga, P. R. S. W.; Thilina, D. K.
Freelance of digital marketing is a rapidly grown industry in these days. Since this COVID-19 situation most people were turn in to digital jobs and work from home. Advertisers and freelancers in Sri Lanka very surely know how much their web showcasing procedures, digital marketing strategies are making the clients towards the brand. So they try to go with this industry. But in here some people were very success in their career and some were not. And also there has no any correct guidelines, information for this industry. Main aim of this study to identify the Factors influence on online freelancing of Digital Marketing industry in Sri Lanka. By this research researcher can identify the factors that affecting to that industry. This analysis was quantitative. In here researcher used structured questionnaires for collect primary data. The sample size was two hundred eighty-six. Researcher used convenience sampling method under non-probability sampling. Those responses were collected from the western province. The data were analyzed using the software SPSS 25. The finding of the study demonstrate that online freelancing of digital marketing industry positively influenced by use of social media, awareness, willingness for online freelancing and smart technology. By this research, researcher can identify the favorable and unfavorable factors. So freelancers, future researchers and other relevant parties can use this information for create their strategies and find the best way to improve their carrier. And they can get a better understanding about the industry.
Factors Affecting the Adoption of Location-Based Mobile Application on Taxi Industry in Sri: in the Midst of Covid-19 Pandemic
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandula, S. D. P. M.; Thilina, D. K.
As a future growing marketing opportunity, mobile taxi applications are becoming more famous. The purpose of the research is to investigate personal factors that affect the taxi industry’s location-based mobile application. Further, it intends to provide practical implications to reduce the gap between applications and personal requirements. Primary data of the research was collected through a questionnaire. Secondary data was collected through websites, articles, and journals. The questionnaire consisted of five points Likert scale. A total of 243 respondents were selected as a sample to carry out the research. The convenience sampling method that comes under non-probability sampling was used when collecting data and SPSS software was used to analyze the data. Perceived usefulness, perceived ease of use, perceived enjoyment, and perceived mobility were considered dependent variables that affect the location-based mobile application adoption in Sri Lanka. The analysis found all the dependent variables significantly impacted the adoption of location-based mobile applications in Sri Lanka. The study is contributing to the Mobile taxi application industry. Hence the study will contribute to the knowledge in planning new taxi applications or improve existing mobile taxi applications.
Factors Influence on Online Freelancing in Digital Marketing Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kodithuwakku, D. K.; Thilina, D. K.
Freelance of digital marketing is a rapidly grown industry in these days. Since this COVID-19 situation most people were turn in to digital jobs and work from home. Advertisers and freelancers in Sri Lanka very surely know how much their web showcasing procedures, digital marketing strategies are making the clients towards the brand. So they try to go with this industry. But in here some people were very success in their career and some were not. And also there has no any correct guidelines, information for this industry. Main aim of this study to identify the Factors influence on online freelancing of Digital Marketing industry in Sri Lanka. By this research researcher can identify the factors that affecting to that industry. This analysis was quantitative. In here researcher used structured questionnaires for collect primary data. The sample size was two hundred eighty-six. Researcher used convenience sampling method under non-probability sampling. Those responses were collected from the western province. The data were analyzed using the software SPSS 25. The finding of the study demonstrate that online freelancing of digital marketing industry positively influenced by use of social media, awareness, willingness for online freelancing and smart technology. By this research, researcher can identify the favorable and unfavorable factors. So freelancers, future researchers and other relevant parties can use this information for create their strategies and find the best way to improve their carrier. And they can get a better understanding about the industry.
The Impact of Brand Equity on Consumer's Cognitive Post Purchase Dissonance: In Case of Smart Phones
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wijerathne, M. M. S. S.; Thilina, D. K.
Branding has become an essential requirement for businesses due to the high competition and to make a unique presence in market. Brand equity is an area that comes under branding and it can be defined as a significant and essential concept to many companies and it's a frequently used concept by marketers in smartphone industry in Sri Lanka to reduce the brand dissonance. Therefore, the main objective of this study is to find the impact of brand equity on consumer post purchase dissonance. Primary data of the research was collected through a questionnaire. Secondary data was collected through websites, articles, and journals. The questionnaire consisted of five points Likert scale. A total of 384 respondents were selected as a sample to carry out the research. The convenience sampling method that comes under non-probability sampling was used when collecting data. To assess overall questionnaire validity, KMO value was used, and its reliability was measured through Cronbach's Alpha. Data analysis was made with the support of statistical package for social science software. Multiple regression analysis was used to determine the impacts of independent variables on the dependent variable. The analysis found all the dependent variables significantly impacted the Post Purchase Dissonance in case of smartphones in Sri Lankan context. The findings of this study suggest some recommendations and future research areas for the future researchers.
The Impact of Customer Brand Equity on Consumer Purchasing Behavior among Youth Generation with Special Reference to Metropolitan Technologies (Pvt) Ltd
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Thennakoon, H. M. M. S. K.; Thilina, D. K.
The aim of this study is to analyze the impact of customer-based brand equity on consumer purchasing behavior among the youth generation, with a particular focus on Metropolitan Technologies (Pvt) Ltd. As an agency, Metropolitan provides solutions tailored to individual and SME needs, categorized into personal and SME solutions. This study utilized the personal and SME solution categories of Metropolitan to conduct the research. Based on a review of the literature, the study was developed according to Aaker's Brand Equity Model (1991) and employed a quantitative research approach using both primary and secondary data. The population of the study comprised Generation Z consumers in Sri Lanka, and data were collected through a convenience sampling method. An online questionnaire was used to gather responses from a sample size of 385. The results indicate a positive correlation between all factors of customer-based brand equity—namely brand awareness, brand loyalty, brand association, and perceived quality—and consumer purchasing behavior. However, brand awareness showed a weaker relationship with consumer buying behavior compared to other variables for Metropolitan Technologies in the technological equipment market. The research findings offer valuable insights for marketers and future researchers regarding the influence of customer-based brand equity on purchasing behavior among the youth generation in the technological equipment sector.
Impact of e-WOM on Purchasing Intention Towards the Fashion Retail Industry Moderating Effect of Product Involvement with Special Reference to Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kadigawa, Ushadhi; Thilina, D. K.
Since the rapid development of technology in the fashion industry, the competition is immense, and therefore it is needed to identify the market trend and adopt it. With that, marketers need to facilitate the decision-making process of the customer. As previous researchers state, 90% of people rely on online reviews for buying decisions, yet marketers are struggling to maximize the business value of e-wom. Hence, this study fills the vacuole of the practical and empirical gap in the present industry. As this study was quantitative in nature, data were collected through a self-administered questionnaire to gather primary data from the sample, which was identified via a non-probabilistic, convenience sampling technique. In terms of measuring hypothesis developed based on the conceptual framework, it has used SPSS 22. The results did not confirm that e-wom quality, e-wom quantity, and sender’s expertise positively impact purchase intention with the moderating effect of product involvement, but, except e-wom quantity e-wom quality and sender’s expertise have a positive impact on purchasing intention. As a conclusion note of the study, the researcher recommends fashion and clothing companies focus more on the e-wom on their online platforms, enhancing the consumers’ purchasing intention in the short and long run.
Impact of Electronic Word of Mouth on Consumer Purchase Intention in Fast Food Industry: A Conceptual Review with Special Reference to Facebook Users
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Shashikala, E. D. T.; Thilina, D. K.
Electronic Word of Mouth (EWOM) communication bears the opinion of customers in getting though with their decision-making process. However, social media has brought a new perspective to EWOM, enabling users to communicate with their existing network on the internet. As of social media, Facebook is the most prominent as it is the most engaging platform compared to the other social media platforms. As it is proven by the descriptive statistical review, Facebook word of mouth is found to be significant in the context of food and beverage. Hence, the current study has opted to find out the impact of EWOM on the Consumer Purchase Intention in the Fast-Food Industry among the Facebook users. Fast food industry being one of the most competitive industries in the world, indicates that even though there is a negative EWOM towards fast food, the industry sales have grown. Therefore, it can be argued that, there isn’t any impact on the negative EWOM on the purchase intention of fast food which anyway contradicts to previous scholar’s findings pertaining to EWOM. Hence this is a notable research area. The review is based on the theoretical rationale and supportive empirical findings, whilst empirical evidences are presented to support the arguments. The paper concludes with research propositions to examine how EWOM makes an impact on the purchase intention of the consumer in the context of the fast-food industry. As there was not a clear notion on the behavior of the EWOM created in the Facebook environment in shaping the purchase intention, this study would direct the researchers to conduct future studies with clear, theoretical and empirical rationale.
The Impact of Facebook Advertising on e-Brand Equity: Examining the Moderating Effect of Negative Sentiments with Special Reference to Telecommunication Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Hewapathirana, N. T.; Thilina, D. K.
Facebook advertising has become one of the most used social media advertising platforms in the Sri Lankan telecommunication industry. The industry is growing rapidly over the past decade of time and demand for telecommunication services have been enormously raised. In today's context, telecommunication service providers utilize Facebook advertising to accomplish specific marketing goals and objectives. Thus this study aims to interpret how Facebook advertising affects e-brand equity. Moreover, the researcher's secondary aim is to examine the moderate role of negative sentiments. This analysis was quantitative and structured questionnaires were used to obtain primary data from the sample. The study used the convenience sampling method, which comes under non-probability sampling and three hundred thirty-three responses were collected from the western province which includes Colombo, Gampaha and Kalutara districts. The data were analyzed using the software SPSS 25 to obtain descriptive statistics, comparing mean analysis and correlation analyses. The findings of the study revealed that Facebook advertising significantly impacted e-brand equity while negative sentiments significantly moderated the relationship between Facebook advertising and e-brand equity. Finally, the study contributes with several strategies for the telecommunication industry with their Facebook advertising practitioners in planning the advertising campaigns and improving the existing practices.
The Impact of Facebook Electronic Word of Mouth on Consumers’ Purchase Intention: with Special Reference of Fashion Apparel Brand Pages in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Bandara, W. M. C. D.; Thilina, D. K.
The largest social networking site, Facebook, with over 2.85 billion users, is the focus of this study, which investigates the impact of Facebook electronic word of mouth (eWOM) on consumer purchase intentions regarding fashion apparel brands in Sri Lanka. The study employed a quantitative approach, converting data into numerical forms for statistical analysis. Four objectives related to the dimensions of eWOM were addressed through multiple regression analysis to test the research hypotheses. Data were collected using a structured online questionnaire from a sample of 200 respondents who had liked at least one fashion apparel brand page on Facebook, employing a non-probability sampling technique. Secondary data were obtained from published research, related articles, and journals. Descriptive analysis was performed to summarize the data meaningfully, and a multicollinearity test was conducted to examine intercorrelations among independent variables. Data analysis was carried out using Statistical Package for Social Science (SPSS) version 25.0. The study suggests further examination of how Facebook brand pages impact consumers' purchase intentions.
The Impact of Facebook Word of Mouth on Consumer’s Purchase Intention: Special Reference to Facebook Fashion Clothing Brand Pages of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Gunathilaka, W. A. M. D. R.; Thilina, D. K.
The retail fashion industry in Sri Lanka has experienced significant growth, which has increased competition and forced marketers plan to meet changing consumer needs. The growing impact of social media sites such as Facebook on the country means that fashion merchants need to make sure their online strategies adapt to the changing online habits of their customers. This study aimed to investigate how consumer purchase intentions were affected by Facebook word of mouth (FB WOM) in relation to Sri Lankan Facebook fashion clothing company pages. Using a comprehensive survey approach with 385 respondents, this study examined a range of aspects of (FB WOM), such as its volume, valence (positive and negative), and content, to determine how this impacts consumer behaviour. The results demonstrated the significant influence of (FB WOM) on purchase intentions: FB WOM intensity and positive valence showed strong positive correlations with increased purchase intentions, but negative valence FB WOM had a negative impact. These findings highlight how important FB WOM is in shaping consumer behaviour and how skilful FB WOM dynamics must be managed. Some strategic recommendations are to provide opportunities for positive consumer testimonials on brand pages, promptly rectify negative experiences, and encourage good (FB WOM) through engaging promotions. In the end, this study highlights the significant influence that (FB WOM) has in the digital space and emphasises the necessity of efficient administration to foster and support consumer buy intent, providing important information for marketing tactics.
The Impact of Facebook Word of Mouth on Purchase Intention of Cosmetic Product in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Dhananjaya, W. K. S.; Thilina, D. K.
The cosmetics market is rapidly expanding and is anticipated to be one of the fastest-growing consumer markets in the future, primarily due to the influx of young consumers. To capitalize on this opportunity, Sri Lankan cosmetic marketers must develop strategies to address their customers' purchase intentions. This article aims to analyze the impact of Facebook word of mouth (WOM) on the purchase intention of cosmetic products in Sri Lanka. A research model was developed based on a review of the literature. The study population consisted of Sri Lankan cosmetic consumers who use Facebook, with a sample of 392 individuals selected using the convenience sampling method. The research employed a quantitative approach (survey method), and data were collected using a structured questionnaire distributed among the sample. Pearson correlation analysis revealed a positive relationship between Facebook WOM and cosmetic product purchase intention in Sri Lanka. Additionally, significant impacts of Facebook WOM on purchase intention were identified. This study provides a model to examine the impact of Facebook WOM on purchase intention for cosmetic products in Sri Lanka. The findings indicate that Facebook WOM increasingly influences purchase intention, creating new opportunities and challenges for companies. The results offer insights for future researchers and marketers on the importance of enhancing Facebook WOM strategies and managing Facebook WOM as an effective marketing tool.
The Impact of Firm-Generated Facebook Content on the Purchase Intention of Natural Cosmetics in Sri Lanka: Examining the Moderating Role of Consumer Involvement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Budsarani, S. V. I.; Thilina, D. K.
In today's digital world, businesses increasingly use social media platforms to connect with customers and promote products. Among these platforms, Facebook stands out due to its large user base and wide reach. However, Sri Lanka's cosmetics industry faces unique challenges, with a lack of strict regulations for cosmetics and a market flooded with too many products, complicating consumer choices. At a time when the demand for natural cosmetics is increasing, the weakness of informing and persuading consumers through social media has been proven by the low engagement in the content and the various comments that often fall on the content. Therefore, this research aims to address these gaps by examining the impact of Firm Generated Content on Facebook on natural cosmetics purchase intention in Sri Lanka and examining the moderating role of consumer involvement. To achieve this, the study uses the Elaboration Likelihood Model (ELM) as a theoretical framework, analysing the influence of firm-generated content through central and peripheral routes. The research followed a quantitative approach, and data collection was done through the questionnaire. The findings revealed a positive relationship between firm-generated content and purchase intention for natural cosmetics in Sri Lanka. The effectiveness of this marketing approach in influencing consumer behaviour is evident from the positive moderating effect of consumer involvement. This research provided valuable insights for the cosmetic industry in Sri Lanka, guiding businesses on how to effectively use Facebook and Firm Generated Content to foster customer engagement and positive purchase intentions.
Impact of Job Satisfaction on Employee Retention in Apparel Industry of Sri Lanka: Examining the Moderating Effect of the Age Factor
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Hemarathne, D. J. C.; Thilina, D. K.
This research mainly explores the employee satisfaction and it determinants how to impact on employee retention using of the sewing machine operators (SMOs) in apparel industry. In this aims to identify the factors that affect to employee retention in Garment factories because in garment factories employee retention is very low compare to other countries and industries. The study intent to use survey method where data collected through Google form and physically from sample of 383 machine operators employed in a leading garment factory and moderate factories in Sri Lanka. For that use Brandix, Vogue textile, M.A.S Unichela and Star garments which is located in Koggala free trade zone. Pay and benefits, working condition, supervisory support and promotion are positively correlate with the employee retention according to the Regression Linear process of the SPSS 25 tool. Through this research reveal that working condition and supervisory support highly affect to the employee retention. As well as in this showed age as a moderator and finding shows this moderator has positive and significant relationship between job satisfaction and the employee retention according to Andrew F. Hayes process in SPSS 25. As well as in Sri Lankan context, these variables impact need to understand for sustainability of the apparel industry.
Impact of Key Buying Determinants on Purchasing Intensions of Fashion Clothing: Special Reference to Gen x and Millennials in Western Province Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Siyam, M. I. Mohamed; Thilina, D. K.
This study aims to examine the impact of key buying determinants on purchasing intentions for fashion clothing, specifically focusing on Gen X and millennials in the Western Province of Sri Lanka. The study primarily investigated materialism, fashion consciousness, brand engagement, and reference group influence as key determinants of fashion clothing purchases. Based on various studies, a research model was developed, and a quantitative research approach was employed. The study population comprised Gen X and millennials in the Western Province, with a convenient sampling method used to select the sample. Data was collected through a structured questionnaire administered via an online survey. Correlation and linear regression analyses were conducted to test the hypotheses. The findings revealed a positive and strong relationship between three key buying determinants: materialism, brand engagement, and fashion consciousness and the purchasing intentions of fashion clothing among Gen X and millennials in the Western Province. Additionally, the research indicated that the fourth variable, reference group influence, did not have a significant impact on purchasing intentions for fashion clothing. These findings can assist decision-makers and marketers in the fashion industry to better understand consumer behavior and develop effective strategies for achieving improved results in this sector.
Impact of Real-Time Social Media Content Marketing on Emotional Brand Attachment; with Special Reference to Sri Lanka Food and Beverage Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Pathirage, Devika; Thilina, D. K.
Using real-time situations for marketing campaigns is considered one of the most attractive methods to effectively approach the target consumer in the industry of food and beverages. Today, everyone is connected with the internet, and traditional advertising media are not that effective since people have started to move away from such media. This is why companies need to move to new media, specifically social media and start creating relationships that can also be challenging. Thus, this study aims to analyze whether real-time social media marketing can create a likability towards the brand and to which extent it impacts brand attachment in the industry of food and beverages. An online questionnaire was distributed among 211 respondents in the western province to collect information. In terms of measuring relationship between variables the researcher employed the study with SPSS tool. Comparing mean analysis, correlation analysis, and multiple regression analysis have been conducted to investigate the impact of real-time social media marketing on brand attachment and identify how different determinants might impact consumers' brand attachment. According to the study, it could be identified that creativity and quality of information are the factors which needed to be satisfied in the consumer, to have an impact on their attachment towards the brand. According to findings, the study makes sure that marketing communication is reaching the right person at the right time and a conversation is built over the topic, which results in consumer engagement with the brand.
Impact of Social Media Advertising on Consumer Purchasing Intention of Women’s Lingerie Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Perera, G. T. W.; Thilina, D. K.
Social media has become an integral part of the business world and a powerful tool for connecting with customers and promoting products. Some lingerie brands in Sri Lanka are globally recognised, while others may not be as well-known. However, they all effectively use social media advertising to promote their products. According to that, there is a challenge when promoting products like CTB (Close to Body) by using social media advertising because the mindset of women regarding intimate apparel is influenced by various factors such as familiarity with a brand, social imaging, which involves associating a brand with a particular lifestyle, celebrity endorsements, etc. This research aims to address these gaps by examining the impact of social media advertising on consumer purchasing intentions of women’s lingerie brands in Sri Lanka. The study employs quantitative research, using a questionnaire to collect numerical data on social media advertising's impact on women's lingerie purchasing intentions in Sri Lanka. The present study revealed that social media advertising positively influences consumer purchasing intentions towards women’s lingerie brands. Furthermore, the study has significant implications for the women's lingerie sector. Marketers can utilise the results to determine the customer's purchasing intentions in a digital environment and make decisions accordingly. Limitations also include cultural sensitivities, sample bias, and evolving social media trends, impacting the generalisability of findings.
Impact of Social Media Content on Buying Behavior of Youth in Colombo: Special Reference to Fast Food Franchise Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022) Weerasinghe, W. S. D. N. P.; Thilina, D. K.
This paper aims to examine the impact of social media content on buying behavior within the context of the Fast Food Franchise industry, focusing on youth in Colombo. Specifically, the research seeks to evaluate the independent effects of firm-generated content and user-generated content on the purchasing behavior of youth consumers in Colombo regarding the fast food franchise industry. A conceptual and operational framework, along with a research model, has been developed through a comprehensive review of existing literature and studies, employing a quantitative research approach. A sample of 200 respondents was surveyed using a structured questionnaire. The data collected were analyzed to determine the relationship between social media content and buying behavior. The Statistical Package for the Social Sciences (SPSS) by IBM was used for data analysis, supplemented by Google-generated analysis. Hypotheses were tested using correlation and regression analyses. The findings, based on Pearson correlation analysis, indicate that firm-generated content, user-generated content, and social media content overall have a positive relationship with buying behavior. However, it was also found that this relationship was not strongly significant, suggesting that social media content may not always have a significant positive impact on buying behavior and is subject to variations depending on environmental and contextual factors.