1st-2016

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17159

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Subject: search.filters.subject.Credibility

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    Factors Affecting on Consumer Attitude towards Mobile Advertising: with Special Reference to Fast Food Industry
    (Department of Marketing Management, University of Kelaniya, 2016) Chathurangee, Upeshika.K.L.; Wijesundara, C.B.
    In Sri Lanka mobile advertising is not used hundred present effectively as mobile advertising is not in its maturity stage. But after identifying consumer attitudes towards mobile advertising, it can be made suggestions for the development of the mobile advertising as a new media. The present research is focused on “the factors effect on consumer attitudes toward mobile advertising and the impact made by those factors on customer attitude with special reference to fast food industry”. The key objective of this research is to find out the factors effect on customer attitudes toward mobile advertising. The specific objectives of this study are to investigate the most prominent factor of mobile advertising that effects on customer attitude and to measure the impact of each factor on the customer attitude. The research design used in the research is quantitative and descriptive research design has been used. The researcher used both primary data as well as secondary data. Researcher has collected primary data by a questionnaire and 200 respondents were participated. The collected data was analyzed by using SPSS and Microsoft Excel. Researcher has found that credibility of the mobile advertisement and permission based advertising highly impact on consumer attitude towards mobile advertising.
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    Impacts of Social Network Advertising on Brand Loyalty (With Special Reference to Consumer Electronics Industry).
    (Department of Marketing Management, University of Kelaniya, 2016) Asees, F.A.; Ubayachandra, E.G.
    This study focuses on how current marketing- branding strategies incorporate various aspects of social media to positively affect consumer loyalty to a brand. Within the past few years, social media has become an increasingly popular medium for brand, consumer engagement and making customers more loyal to the brands. Specially, in this study researcher has investigated to accomplish objectives such as find out most significant dimension as Informativness, entertainment, irritation, credibility which affect towards brand loyalty. The main reason for this study and the gap is less awareness about social network advertising campaign in Sri-Lankan market, Because of this reason there can be seen a big gap between the research related to this topic between Sri-Lankan context and international context. Main objective is to evaluate the consumer expectations in social network advertising while finding the Impacts of Social network advertising on brand loyalty and finding most effective dimension of social network advertising mostly affect towards Brand loyalty. A total of 216 respondents were selected to participate in the survey by building a questionnaire using face to face interviews method, structured interview method and in the end, the following results was sought: The indicators which represent each dimension have a high reliability & by looking at the reliability of each dimension can ensure there is a high internal consistency in this research.