Browsing by Author "Weerasiri, S."

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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.
Effect of promoting country of origin as an ethnocentric appeal in developing local brands: special Reference to telecommunication industry of Sri Lanka
(2010) Weerasiri, S.; Dissanayake, D.M.R.
Sri Lanka is emerging as service sector driven economy with the GDP penetration of 50%-60% from service sector. After imposing the open economy policy in 1977, local brands had to gear ahead with intensive competition came from international brands. Telecommunication industry of Sri Lanka has been dominated by international brands, but local brands are strategically promoting the concept of country of origin (CO) or being local as a motive for citizens to deliberately purchase locally originated brands. In this context researchers viewed this branding practice, and selected 200 respondents from four geographical areas under the stratified probability sampling method to investigate the effect of country of origin in terms of brand performance. Both descriptive and inferential statistical analysis executed by PCA (principal component analysis) factor analysis accompanied with testing two hypotheses revealed that Country of Origin (CO) or promoting as being local had impacted less significantly on brand awareness and recalled power development of telecommunication brands against the competitive foreign brands. However, it has a significant impact on brand recalling power.
Empirical Study on the Impact of Celebrity Endorsement on Purchasing Decision in Cosmetics and Personal Care Products Industry
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Munasinghe, U.; Weerasiri, S.
Celebrity endorsement is a form of brand or promotion campaign that involves a famous public figure use his/her fame to promote products and services. In today’s marketplace, consumers of age level of 25-35 years have more purchasing power than ever before. Sri Lankan consumers who are in their 25-35 years age level presents majority of consumers with tremendous disposable income. This research will try to study the impact of celebrity endorsement on purchase decision of age level of 25-35 years in cosmetics and personnel care products industry in Sri Lanka This study is conducted to identify the impact of celebrity endorsement on purchase decision of age level of 25-35 years in cosmetics and personnel care products industry in Sri Lanka. The research framework was based on TEARS models to compare through empirical evidence in order to examine which is better to predict the factors affect to use celebrity endorsement. One of the methods of gathering reliable primary data is direct interviews on judgmental sampling, so questionnaire survey will conduct to carry out the research. Descriptive and Inferential statistics, regression model will be carried out in order to provide the findings from collected data. This empirical study offers implications for marketers who use celebrity endorsements as their promotion campaign to increase consumer’s purchasing decision by considering the factors affect to use these services as their future marketing strategies.
The Impact of Social Media Advertising on Customer Adaptation towards Online Purchasing: With Special Reference to Fashion Wear Industry in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Perera, N.U.; Weerasiri, S.
Technology affects consumers the power to investigate products to label and criticize them in equal measure and more. In the last decade, social media networks have become more popular all around the world. Therefore, many organizations today have pages on social networks to complement the information held about products. This study aims to examine the extent of the relationship between Social Media Advertising and online purchasing context and to find how it affects users' fashion-ware interest and purchase. This suggests that interactive decision aids have the potential to transform the way in which consumers search for product information and make purchase decisions based on the social media penetration. The framework of this research was based on TAM & TRA models to compare with empirical evidence to examine the impact of Social media advertising on online purchasing. The conceptual framework constructed of find the adaptation to online purchasing is determined by four factors such as Internet usage, Shopping Motivation, user Attitude & Privacy & Security, with the moderate factor of Age. The targeted population for this Quantitative research is Social Media users in Sr Lanka and this use to acquire data from 200 samples from two Government Universities and used Simple Random sampling method. The online questionnaire survey is conducted to gather the data, and multiple regression analysis is used to explain the four factors & one moderate factor. This empirical study offers several implications for Social media advertising to increase the online buying intention by the factors influence to use these advertising channels as their marketing strategy. The results of this survey can be used to measure the contribution to increase their business by social media advertising and make solutions to overcome the problem in the lack of online purchases.