Browsing by Author "Udovita, P. V. M. V. D."

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Conceptual Review on Digital Transformation of Higher Education
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Udovita, P. V. M. V. D.
With the increased impact of digital disruption in all the industries, today, the concept of digital transformation has gone beyond a mere technological shift emerged and has become an important aspect of business. Among many other different industries which are highly influenced by digital transformation and digital disruption, higher education has become one of the foremost sectors influenced by digitalization and currently has undergone rapid and diverse changes in the industry environment. Alongside, in order to achieve a successful digital transformation as well as to provide a better learning experience to the learner, this paper attempted to investigate the concept of digital transformation and provide a holistic view on digital transformation, as well as propose a framework in dimensions of digital transformation in higher education. It has followed comprehensive literature review as the main research tool and the paper is framed as a concept paper with the discussion on empirical insights. Finally, it concludes the paper with some research directions and priorities for the future studies.
Impact of Consumer Buying Motivations on Online Purchasing Intention Special Reference to Fashion Industry in Sri Lanka: Mediating Effect of Consumers’ Attitude towards Social Media Advertising
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madapatha, A. S.; Udovita, P. V. M. V. D.
This study investigates the impact of consumer buying motivations on online purchasing intention, with a specific focus on the fashion industry in Sri Lanka, and explores the mediating role of consumers' attitudes towards social media advertising. As social media continues to deeply permeate the lives of millions globally, marketers increasingly utilise it for advertising, yet uncertainties persist regarding consumer attitudes towards social media advertising. Within the realm of social media advertising, there exists a gap in understanding the underlying consumer motivations influencing attitudes and online purchase intentions. This research aims to fill this gap by identifying the influence of consumers' buying motivations on online purchase intentions within the context of social media advertising in the Sri Lankan fashion industry. Data were collected from 276 consumers in the Western Province of Sri Lanka through convenience sampling, and hypotheses were tested using SPSS 26 statistical software. Results indicate that utilitarian, hedonic, and content personalisation motivations significantly impact consumers' attitudes towards social media advertising. Moreover, attitudes toward social media advertising mediate the relationship between consumers' purchase motivations and online purchase intentions. The study discusses theoretical and practical implications, concludes with limitations, and suggests directions for future research.
The Impact of Cross-Cultural Advertising on Ethnocentric Consumerism with the Mediating Effect of Cultural Sensitivity: A Study in The Context of the FMCG Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sivasangari, Y. K.; Udovita, P. V. M. V. D.
This research investigates the impact of cross-cultural advertising on consumer ethnocentrism in the context of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on the mediating role of cultural sensitivity. Positioned within the context of the globalised economy and increased cross-border trade, the research explores the complexities faced by multinational corporations in formulating effective marketing strategies. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 410 participants within the employed population of Sri Lanka. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in the defense stage of cultural sensitivity, characterised by a heightened awareness of cultural differences and a preference for one's own culture, exhibit increased consumer ethnocentrism. Moreover, it highlights the defense stage of cultural sensitivity, where individuals perceive their own culture as superior, leading to increased consumer ethnocentrism. Managerially, the research underscores the need for nuanced cross-cultural advertising strategies, considering the interplay between cultural sensitivity and ethnocentrism. Similarly, the theoretical implications contribute to a more comprehensive understanding of these dynamics, urging scholars to reevaluate existing frameworks. Limitations include a focus on the FMCG industry, regional bias in responses, an age group discrepancy, and oversight of medium-specific impacts. Despite these limitations, the study provides valuable insights for marketers navigating the complex relationship between cross-cultural advertising, cultural sensitivity, and consumer ethnocentrism in the Sri Lankan context.
Impact of Electronic Word of Mouth on Purchase Intention in the Fast-Food Industry in Sri Lanka, with the Mediating Effect on Brand Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Jayasinghe, A. Y. M.; Udovita, P. V. M. V. D.
This study explores the influence of electronic word-of-mouth (eWOM) on purchase intention in the Sri Lankan fast-food industry, considering brand image as a mediating factor. Unlike prior research focusing on limited eWOM platforms and global contexts, this study addresses the gap by surveying 384 consumers in Sri Lanka and examining a broader range of eWOM platforms. Employing a deductive approach with multiple theoretical foundations, the study employs a survey research approach to establish hypotheses and conduct a quantitative analysis. Initial scrutiny validates the data's reliability, validity, and normality, while inferential analysis confirms regression and correlation patterns. The research findings indicate a robust direct and indirect relationship between eWOM and purchase intention. Specifically, the credibility, quality, intensity, and positive valence of eWOM significantly impact purchase intention. Consumers exhibit a heightened willingness to make purchases from brands associated with reliable, accurate, relevant, and positive eWOM, thereby enhancing the overall brand image and subsequently increasing purchase intention. While this study highlights the demonstrated impact of eWOM on purchase intention, it calls for further exploration into the moderating role of consumer attributes, the dynamics of specific social media platforms, and the influence of emerging technologies such as virtual reality and AI.
Impact of Facebook Advertising on Consumer Purchase Intention with Special Reference to Cosmetic Industry in Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Henry, D. D. C. S.; Udovita, P. V. M. V. D.
This study delves into the impact of Facebook advertising on consumer purchase intention, with a specific focus on the cosmetic industry in the Western Province. Recognising Facebook's pivotal role as a tool for product promotion, particularly within the cosmetics sector, businesses are increasingly inclined to optimise their Facebook ads for enhanced efficacy. Understanding the factors influencing consumer purchasing decisions in this context becomes paramount. The primary objective of this study is to explore how Facebook advertising influences consumers' purchasing intentions, specifically within the Western Province's cosmetics market. Employing a deductive methodology, the study develops theories based on various theoretical frameworks to establish relationships between Facebook advertising and customer behaviour. Through a survey research methodology in an uncontrolled setting, this cross-sectional study meticulously examines the correlation between Facebook advertisements and consumer behaviour. The sample comprises 230 individuals selected from Generation Western Province using a simple random sampling method. Data collection involved structured questionnaires, offering a comprehensive understanding of consumer perceptions. Regression analysis, conducted using SPSS software, extracted meaningful insights from the gathered data. The study's findings reveal crucial information on consumers in the Western Province tend to make purchases when influenced by perceived benefits, engagement with advertisements, and advertising awareness. Conversely, perceived risks deter their inclination to make a purchase.
Impact of Greenwashing on Consumer Purchase Intention Special Reference to Cosmetics Industry in Sri Lanka: Mediating Effect of Word of Mouth
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Karunarathna, K. D. P. T. D.; Udovita, P. V. M. V. D.
In today's era of ecological awareness, people are increasingly concerned about environmental issues, which increases the desire for sustainable practices to protect the planet for future generations. As consumers prioritise environmentally friendly choices, businesses adapt, leading to the rise of green marketing, which responded to the growing trend of environmentally conscious consumers. However, some companies resort to deceptive tactics, such as greenwashing. Thus, this study tries to interpret the impact of greenwashing on consumer purchase intention by paying special attention to the mediating effect of word of mouth. It has developed the research model, followed by a systematic literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from a sample. A sample of 298 respondents participated in the study by adopting a convenience sampling method that falls under non-probability sampling. The findings of the study demonstrate that greenwashing has a negative and significant impact on green purchase intention, while word of mouth has a positive and significantly mediated impact of greenwashing on consumer purchase intention. Managerial implications were made for the cosmetics industry in Sri Lanka to identify the effect of greenwashing on consumer purchase intention.
Impact of Social Media Advertising on Brand Loyalty with Special Reference to Cosmetics Industry in Western Province, Sri Lanka: Mediating Effect on Brand Engagement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Premakumara, D. P. G. H. P.; Udovita, P. V. M. V. D.
This study investigates the impact of social media advertising on brand loyalty in the cosmetics industry within the Western Province of Sri Lanka, emphasising the mediating role of brand engagement. Adopting a deductive research approach, data were collected through online surveys from 392 social media users in the cosmetic sector, employing a convenience sampling method. The results reveal a positive and significant influence of social media advertising on brand loyalty. Additionally, brand engagement emerges as a mediator, positively and significantly affecting the relationship between social media advertising and brand loyalty. These findings offer insights into developing marketing strategies for cosmetic brands, highlighting the importance of leveraging social media platforms to enhance brand engagement and cultivate lasting consumer-brand relationships, ultimately fostering brand loyalty. The managerial implications underscore the significance of meaningful and relevant social media advertising in attracting and retaining defined online audiences within the cosmetics industry in Sri Lanka.
The Impacts of Brand Love on Brand Loyalty with the Mediating Role of Self-Esteem: A Study in the Fast-Moving Consumer Goods (FMCG) Industry of Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Pathirana, I. N. P. K.; Udovita, P. V. M. V. D.
This paper aims to enhance our understanding of the mediating role of self-esteem (SE) in the connection between brand loyalty and brand love, focusing on the fast-moving consumer goods (FMCG) industry in Sri Lanka. Addressing a literature gap, the study investigates how brand love influences brand loyalty through the mediating effect of self-esteem. Employing a deductive methodology and adopting the positivist research paradigm, the research utilises the Judgmental Sampling Technique to conduct a structured survey comprising 30 questions among 409 respondents. The results indicate that the relationship between brand love and brand loyalty is influenced by self-esteem, suggesting that customers develop strong brand loyalty when they have a positive association with their self-esteem. Self-esteem becomes a catalyst for brand loyalty. The study underscores the importance of brand managers intensifying marketing efforts within brand communities to highlight distinctive brand characteristics and capture consumer attention through alignment with self-esteem. The findings offer valuable insights for enhancing a brand's unique identity, leveraging self-motivation to foster consumer loyalty, and ultimately increasing a brand's revenue. Additionally, the study suggests that expanding brand communities, where acceptable peers influence purchasing decisions, can help retain existing customers and attract potential ones, thereby strengthening the brand's position in the market.
Impacts of Green Packaging on Consumers’ Green Purchasing Intention of Food and Beverage Industry in Sri Lanka with the Moderating Effect Price Consciousness
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Chathurika, N. S.; Udovita, P. V. M. V. D.
This study investigates the dynamic relationship between green packaging and consumer green purchase intention within Sri Lanka's growing food and beverage industry, while also examining the potential moderating influence of price consciousness. With a comprehensive sample size of 354 respondents aged 18 and above, the research employs a structured questionnaire featuring Likert and nominal scale questions for meticulous data collection. Through a rigorous analysis including descriptive and inferential statistical methods, the findings reveal a robust preference for green packaging among Sri Lankan consumers, indicative of a growing commitment to sustainability. Interestingly, contrary to certain prevailing research, this study suggests that price sensitivity exerts a limited moderating impact in this specific context. Unlike observations in other global regions, price consciousness does not significantly alter the established relationship between green packaging and green purchase intention within the Sri Lankan market. These outcomes yield crucial insights for stakeholders in the food and beverage sector, underscoring the need the need to prioritise eco-friendly materials, effectively communicate the value proposition of green packaging, and promote reusable alternatives. The research recommends that businesses adopt strategic pricing approaches that strike a balance between environmental responsibility and consumer affordability, recognising the nuanced role of price consciousness. This study contributes significantly to comprehending the distinctive dynamics of consumer behaviour in the emerging market, fostering a responsible and environmentally conscious industry landscape.