ICAM-2017

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17521

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ANTECEDENTS OF FACEBOOK FAN PAGE LOYALTY: AN EMPIRICAL STUDY OF SRI LANKAN FACEBOOK USERS
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Fernando, W.K.B.F.N.S.; Rathnayake, D.T.
Since the birth of Web 2.0 technologies to the world, the Social media & Social networking sites have reportedly been playing a significant role. As a result of this, Facebook, today, has become the most visited website in the world and has topped the rankings in the Sri Lankan contexts as well. Given that Facebook provides a wider opportunity for business users in order to promote their businesses among the target market by means of custom pages, Facebook Fan Pages could now be identified as one of the major promotional tools, proven to be effective locally, as well as internationally. Thus, Facebook page loyalty could be identified as a significant factor for the survival and growth of any brand.Therefore, this study focuses on investigating the antecedents of Facebook Fan Page Loyalty with special reference to Sri Lankan Facebook Users. As per the extensive literature reffered, Perceived Ease of Use, Perceived Usefulness, Brand Love, Attitude, Trust and Privacy Risk were chosen as antecedents of Fan Page Loyalty. The study was quantitative in nature whereas thecross-sectional survey design was chosen as the overall research design. Data was collected using a structured questionnaire and analyzed using Structural Equation Modelling (SEM) method. Findings of the study revealed that there is a significant impact of all variables in concern on the Facebook page loyalty. However, it was also explored that out of them, the factor ‘Attitude’ is the most influential to Facebook page loyalty in Sri Lanka. Thus, it can be concluded, based on the research, that positive attitude towards the Facebook Fan page is a powerful predictor of satisfaction with the fan page, and vice versa as well.
A RELIGIOUS BASED PERSPECTIVE OF CROSS CULTURAL STUDY ON ATTITUDES TOWARDS ADVERTISMENTS.
(Department of Marketing Management, University of Kelaniya,Sri Lanka, 2017) Shameem, A.
In the competitive environment, organizations use several marketing communication strategies to enhance their product awareness as a promotional tool. Telecasting mode of advertising is one of the leading and successful tooling which famous among the marketers and consumers. The aim of this study is to investigate the religious based cross cultural study on attitude towards advertisements. The objectives of this study were to identify the cross-cultural issues on attitudes towards controversial advertising, to identify the relationship between gender group on controversial advertising, to identify the relationship between religion and controversial advertising. The data were collected by questionnaire and interviews with undergraduates from four religions in Sri Lanka. This study was quantitative and qualitative in nature and used convenience sampling technique using self-administrated questionnaire and checklists. This was enhanced by several secondary data such as published materials. According to the analytical data, it indicated that religious based crosscultural identity has significant impact of controversial advertising. Also, surveyed data has proven that there is a significant impact in controversial advertising between gender groups and religion. This study will help to policy makers and managers of organizations.
TWEET ABOUT A BRAND: A PLAN TO PURCHASE.
(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Raza, A.
Consumers in the cities of Pakistan have shown interest in buying online. The online buying is a phenomenon that has caught fast through social media Facebook communities, twitter, instagram, snapchat etc. Marketers are benefiting from the advantage of the two way communication that is offered by social media. This paper explores and examines the pattern of consumers using twi tter to follow a brand specifically clothing and to tweet about a brand (clothing) as well as retweet about a brand. The theoretical grounding for this paper is Theory of Planned Behavior. Results show that attitude towards brand following, subjective norm, perceived behavioral control, and brand attachment are positively associated with intention to follow brands on the social media. Consumers’ intention to create (i.e., intention to tweet at brands) and disseminate (i.e., intention to retweet the links of brands) brand-related information, as well as purchase intention, are the outcomes of intentions to follow brands on Twitter. Overall findings suggest that TPB model can be used to predict Twitter users’ brand-following behavior. More importantly, the finding of the paper identifies that brand attachment drives consumer intention to follow brands on Twitter extends the TPB framework. The conceptual framework developed is evaluated via SEM and results have both theoretical and managerial implications.