8th-2024

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28086

Browse

Now showing 1 - 20 of 96

Impact of Brand Image on Customer Retention with the Mediating Effect of Customer Satisfaction: Special Reference to Sri Lankan Telecommunication Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Prabodya, H. G. K.; Wijenayake, S. I.
The telecommunications industry is one of the main economic contributors of any country with the internet penetration and advancement of communication technologies. This industry has grown at an accelerated rate, and customer retention has become a challenging task for the key players in the marketplace. Hence, this study aims to explore how brand image influences customer retention and to discuss the mediating role of customer satisfaction in the telecommunications industry in Sri Lanka. A quantitative study was conducted with the deductive approach, in which three hypotheses were deduced. This research study employs a positivist research paradigm and follows a deductive approach to examine facts using the developed models and theories. A convenience sample of 384 was collected using a structured questionnaire survey. The sample was mainly collected from the 20–50 age category. The findings demonstrate a significant impact of brand image on customer retention and further indicate that customer satisfaction significantly mediates the relationship between brand image and customer retention. These findings can be utilised to improve customer satisfaction in the telecommunications industry and thereby improve customer retention.
The Impact of Sensory Branding on Impulsive Buying Behaviour with the Moderating Effect of Gender: A Study on Franchised Fast-Food Outlets in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushinie, W. A. I.; Dissanayake, D. M. R.
Sensory branding is one of the paramount phenomena that happens in consumer minds and aids marketers in drawing consumer attention to a particular brand only by aiming for five senses. This can result in various consumer buying decisions, including impulsive buying, which is simply engaging in unplanned purchases. As this process is indeed profitable and sustainable for marketers, this concept has become a key marketing strategy across various industries. The franchised fast-food industry is one of the industries that heavily uses sensory branding, especially in their outlets, to boost revenue. Therefore, this research study was focused on investigating the impact of sensory branding on impulsive buying, with special reference to the Western Province, where many franchised fast-food outlets are in Sri Lanka. Nevertheless, the purpose of this study expanded to include investigating the moderating impact of gender on the relationship between sensory branding and impulsive buying in a Sri Lankan context. More than 300 responses gained from a structured questionnaire circulated through online platforms were used to gain insights and testify to the hypothesis. According to the data analysis done through SPSS software, this study concluded that certain sensory aspects such as sight and smell did not significantly impact impulsive buying, while sound, taste, and touch were significant, and the moderation impact of gender was not also significant in the investigated context. Therefore, the study ends with general discussions of limitations and recommendations for future research studies.
Green Packaging on Customer Purchase Intention: Examining the Mediation of Brand Image with Special Reference to RTD Milk Beverages Sector
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Peiris, G. C. C.; Gunawardane, Nisal
The change in consumer behaviour resulted in manufacturers behaving in an environmentally friendly manner, which has an immense influence on environmental sustainability. Consumer behavioural studies in ecological sustainability indicate a lack of knowledge; thus, this study explores the association between the influence of green packaging on the purchase intention of ready-to-drink milk beverages and the impact of brand image on the relationship between the influence of green packaging on purchase intention. The study used a quantitative research strategy with a convenience sampling technique by utilising a structured questionnaire to obtain primary data from three hundred and ninety (390) respondents. The study's conclusions demonstrate that the identified variables of green packaging positively and significantly impact purchase intention. At the same time, brand image positively and significantly mediated the effect of green packaging on purchase intention. The study's findings contribute to environmental sustainability and marketing literature, highlighting the importance of communicating about green packaging attributes and integrating them into corporate communication strategies.
Impact of Social Media Influencer Marketing on Purchase Intention of Cosmetic Industry in Sri Lanka with the Mediating Effect of Customer Attitude
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Lakshan, P. S.; Thilina, D. K.
Social media influencers in Sri Lanka are heavily endorsing cosmetic products without proper awareness; this careless advertising often leads to toxic ingredients and potential health risks for users. Marketing fallacies, greenwashing, and biased narratives exacerbate the lack of regulations in the industry. Investigating how social media influencers affect consumers' purchase intentions in the Sri Lankan cosmetics market is crucial. The study fills in important gaps in the literature by concentrating on the understudied area of social media influence in the context of Sri Lanka and discussing potential risks connected to influencers recommending cosmetic items without thorough knowledge. The theoretical framework based on the Ohanian Model of Source Credibility places social media influencers as independent variables, purchase intention as the dependent variable, and customer attitude as the mediating variable. Rigorous reliability and validity evaluations have been used to verify the robustness of measuring scales. Correlation analyses confirmed strong positive correlations between the variables and a normal distribution. The study supported four hypotheses, highlighting the influence of social media on consumer attitude, customer attitude on purchase intention, social media's influence on purchasing intention, and customer attitude as a mediator. These results demonstrate the important roles that social media and customer attitude play in influencing purchase intentions and contribute substantially to our knowledge of the dynamics of consumer behaviour in the social media realm.
Impact of Social Media Influencers on Online Fashion Apparel Purchasing Intention in relation to the Female Gen Y and Gen Z Consumers in Sri Lanka: Mediation Effect of CBR and Moderating effect of IT Literacy
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Fernando, T. M. D.; Wanninayake, W. M. C. B.
Businesses are being urged to use cost-effective marketing strategies such as influencer marketing to increase brand visibility in the fast-expanding ecosystem of IT technology and social media platforms. Notably, social media sites such as Facebook and Instagram have proven to be efficient methods for communicating product information to customers. This study highlights the effectiveness of influencer marketing on social media platforms, with a focus on younger consumers impacted by actual social media experiences. This study investigates social media's substantial influence on customer motivation during the purchasing process, emphasising the difficulty of finding reputable influencers for product promotion. It focuses on the fashion apparel industry, investigating the function of social media influence and its impact on online garment purchasing intentions. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. Finally, it was able to collect 401 responses by adopting a convenience sampling method, which falls under non-probability sampling. This study illustrates a positive correlation between social media influencer reputation and buying intention, providing marketers with insights into ways to identify influencers in the competitive e-commerce apparel business. While the current study focuses on online retail, future research could investigate comparable phenomena in other online services, such as banking and insurance.
Impact of Sales Promotions on Brand Switching Behaviour in Luxury Apparel Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Warnakulasooriya, P.; Weerasiri, R. A. S.
Sri Lanka's booming luxury apparel market is drawing fierce competition, pushing brands to leverage sales promotions as a growth strategy. However, the effectiveness of these promotions in influencing brand switching remains largely unexplored. This study aims to bridge this gap by investigating the relationship between sales promotions and brand-switching behaviour among Sri Lankan luxury apparel consumers. Using a quantitative approach, the study gathers data through surveys targeted at consumers who have engaged with luxury apparel brand promotions. By analysing diverse promotion techniques and their influence on brand switching while considering demographic factors as potential moderators, the research seeks to unlock valuable insights for the industry. The findings hold the potential to enrich existing knowledge on luxury consumer behaviour and marketing. For Sri Lankan luxury brands, this translates to actionable insights for crafting targeted and effective sales promotion strategies that foster customer loyalty and curb brand switching. By understanding the significant impact of the promotion-switching dynamics in this specific market, luxury brands can optimise their efforts to resonate with the unique preferences of Sri Lankan consumers and drive success in this high-growth sector. The findings will be valuable for luxury apparel brands operating in Sri Lanka, helping them develop targeted and effective sales promotion strategies to enhance customer loyalty and mitigate brand switching.
Application of Emotional Advertising Appeal on Consumer Brand Trust towards Consumer Electronic Brand Sector: Examining the Mediating Role of Attitude towards Advertisements
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madhushani, V. I.; Dissanayake, D. M. R.
The study investigates the influence of emotional advertising appeal on consumer brand trust within Sri Lanka's burgeoning consumer electronics sector, a domain seeing heightened usage, particularly in Colombo. Despite this, the impact of emotional advertising appeal on brand trust remains underexplored in Sri Lanka. Thus, this research aims to delve into this relationship, specifically examining the mediating role of attitude toward advertising. Drawing from an extensive literature review, a conceptual framework was developed. The hypotheses were tested using regression analysis, while the convenience sampling method was used to analyse data from 272 respondents who recently purchased or searched for consumer electronic items in Sri Lanka's Western province. The analysis was assisted by the SPSS 23 version. Results reveal a significant impact of emotional advertising dimensions (humor and romance appeal) on brand trust. Notably, the study reveals the mediating effect of attitude toward advertising in linking emotional advertising appeal to brand trust. There is still a need for more research into the effect of emotional advertising appeal on brand trust and attitudes toward advertising in the Sri Lankan context. Additionally, the paper discusses managerial implications and suggests avenues for future research, contributing novel insights to the field.
Impact of Green Promotion on Green Purchase Intention of Dairy Products in Sri Lanka with the Mediating Effect of Environmental Concerns
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dissanayake, T. B. G. S.; Weerasiri, R. A. S.
People are becoming more conscious of how their consumption affects the environment and society. Customers must have environmentally relevant product information to make environmentally responsible purchases. As a result, businesses and marketers are employing green promotional tools more frequently to incorporate specific environmental information into their product purchases. Accordingly, the objective of this study is to investigate the impact of green promotion on green purchase intention and examine the mediating role of environmental concern in the dairy product market in Sri Lanka. It has been developed the research model followed by a systematic literature review. As a quantitative research strategy, the researchers used a structured questionnaire to obtain data from the respondents. It was able to collect 353 responses from over 18-year-olds who purchased dairy products in Sri Lanka by adopting convenience sampling. The results revealed that green promotion positively and significantly influences green purchase intention directly and environmental concern as a mediate in the relationship between green promotion and green purchase intention in the dairy product market in Sri Lanka. The study emphasise the significance of green promotion tools, and it gives valuable insights for businesses and marketers looking into issues related to green purchase intention and environmental concern.
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.
Role of Brand Experience in Driving Consumer Purchase Intention of Retail Fashion Brands in Western Province, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Metaramba, A. S.; Gunawardane, Nisal
This study explores brand experience's impact on repurchase intentions among fashion-conscious consumers, addressing a gap in research that has primarily focused on its broader influence. Some studies suggest a negative or insignificant link, prompting further investigation. This research assesses brand experience through four dimensions: sensory, affective, behavioural, and intellectual experiences. This quantitative research study gathered data from 320 respondents in the Western province through a meticulously designed questionnaire. The analysis was conducted with the support of SPSS software. This research emphasises brand experience's vital influence on fashion retail repurchase intentions, filling a literature gap by uncovering its often-overlooked impact. Previous research centered on brand loyalty and experience and overlooked their direct effect on repurchase intention. Still, these research findings establish a clear link, providing essential insights into fashion retail consumer behaviour. The study advises fashion retailers to prioritise sensory, behavioural, and intellectual experiences for effective brand development, enabling managers to make informed decisions about enhancing the target audience's brand experience in the industry. Based on a sample size of 320 respondents, the study provides valuable insights for a specific region. Still, potential limitations in generalisability to other provinces in Sri Lanka underscore the need for broader geographical exploration and larger sample sizes in future research for enhanced representativeness.
Impact of Instagram Influencer Endorsements on Consumer Purchase Intention with an Emphasis on Local Athleisure Brands in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Samaradiwakara, H. S.; Herath, H. M. R. P.
In the realm of local athleisure brands within Sri Lanka, the impact of Instagram influencer endorsements on consumer purchase intention remains a relatively unexplored territory. This research aims to address this gap in knowledge by providing valuable insights into the effectiveness of influencer marketing strategies in the Sri Lankan athleisure market, shedding light on this under-researched area. Drawing upon a quantitative research design, the study employed non-probability sampling and distributed a structured questionnaire via Google Forms. The questionnaire incorporated 5-point Likert scales to capture respondents' perceptions. A robust dataset comprising 390 responses was collected from individuals aged 18 to 55 years and older. The consumers of the Western province of Sri Lanka serve as the population of interest for this research, who actively use Instagram as a social media platform and exhibit a keen interest in local athleisure brands, forming a target demographic likely to be influenced by Instagram influencer endorsements. However, due to the limited existing research on the population, reliable information regarding its size remains unavailable. The results of the study revealed that factors such as likeability, expertise, and attractiveness associated with Instagram influencer endorsements have a positive and significant impact on consumers' purchase intentions for local athleisure brands within the Sri Lankan market. However, interestingly, the credibility factor was found to have no significant impact on consumers' purchase intentions. The insights gained from this research will assist local athleisure brands in formulating effective marketing strategies to leverage the power of Instagram influencers, capitalising on factors such as likeability, expertise, and attractiveness.
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.
Impact of Emotional Appeal Advertising on Consumer Brand Relationship of Vicenarians: Mediating Effect of Consumer Attitude towards Advertisement
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dawood, A. F. J. S.; Herath, H. M. R. P.
The study was conducted to investigate the impact of advertising strategies, specifically emotional advertising, on consumer-brand relationships. Consumer-brand relationships are defined as initiating, developing, influencing, and nurturing relationships between existing consumers and potential consumers that comprise brand love, brand intimacy, brand passion, brand commitment, and brand loyalty. Advertising is a vital and necessary industry in marketing. Therefore, the impact should be measured in different areas. It has adopted a research model followed by a systematic literature review. As a quantitative research strategy, it used a structured questionnaire to obtain primary data for sampling. Because of that reason, the best uses of appeals in advertising, which are humor, romance, fear, and guilt, are measured using a systematic methodology to figure out the impact of emotional appeal advertising on consumer-brand relationships. An important finding the study figured out is that romance appeal adds rich and deeper meaning to the product and brand context when it is used in high intensity. Also, fear appeal is powerful, but in order to convert it into purchase intention, there are two factors to be met: the fear highlighted in the advertisement should relate to target group’s personal phobias, and the solution, which is that the brand or product should be convenient to use and obtain. In the Sri Lankan context, the impact of emotional appeal advertising on the consumer brand relationship of vicenarians (20–29 years old) with special reference to the FMCG sector in Sri Lanka has yet to be better understood.
The Impact on Trust, Commitment, and Conflict Handling towards Customer Loyalty in the Life Insurance Industry in Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ariyarathna, G. W. C.; Medis, L. A. P.
The primary objective of this research is to compare the influence of trust, commitment, and conflict handling on customer loyalty through the mediating role of customer relationship management (CRM) in the life insurance sector of Sri Lanka. Primary data was gathered using a questionnaire. The simple random sampling method and sample consisted of 384 life insurance customers in Sri Lanka. Researchers have used the analysis techniques of descriptive analysis, regression, and frequency tests, where the statistical package for social science (SPSS) was used as the main analytical software. Multiple regression analysis was used to test the hypotheses. For the life insurance component of the study, trust, commitment, and conflict handling exerted a statistically significant positive influence on CRM. CRM also positively influenced customer loyalty. A significant positive relationship does exist between conflict-handling and CRM, while a significant positive relationship exists between commitment and CRM. Therefore, life insurance providers should retain and develop loyal customers by being trusting and committed and, lastly, by resolving conflicts in a timely and acceptable manner, limiting the difficulties and disappointment experienced by the customer. The life insurance industry in Sri Lanka shows an opportunity to advance from where it is by enhancing CRM through the effective use of commitment and conflict handling while increasing customer loyalty.
The Impact of Sensory Branding Elements on Brand Loyalty through Brand Experience: Examining the Mediating Effect of Emotional Attachment with Special Reference to Luxury Beauty Shops in Colombo, Sri Lanka
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Wijewickrama, S. U.; Wanninayake, W. M. C. B.
This study delves into Sri Lanka's abundant luxury beauty shop landscape, with a focus on Colombo, emphasising the need for businesses to prioritise emotional attachments and value additions over product in the era of industry 4.0. Recognising the lack of research on the impact of sensory marketing strategies on emotional attachment in Sri Lanka, the study focuses on examining this relationship in selected luxury beauty shops in Colombo. Using a structured questionnaire and a convenience sampling method, we collected primary data from 320 respondents who had recently visited these luxury beauty shops. The study uses a quantitative research approach and IBM SPSS Statistics 25 for analysis, revealing significant insights. It was discovered that sensory marketing strategies, which include visual, olfactory, auditory, and tactile elements, have a positive impact on brand loyalty. Furthermore, the study shows that these sensory strategies can effectively distinguish luxury beauty shops and position them as multifaceted spaces for purposes other than shopping, such as relaxation and socialisation. The study advances knowledge by emphasising the increased impact of sensory marketing strategies on brand loyalty via the mediating role of emotional attachment and the moderating role of brand experience. It suggests that luxury beauty salons can use sensory marketing to increase their appeal and provide unique experiences. The study's limitations include a focus on luxury beauty shops in Colombo, a small sample size, and limited applicability to other contexts. Despite its limitations, the study provides valuable insights into the dynamics of sensory marketing in Sri Lanka's luxury beauty sector.
The Impact of Green Marketing Tools on Green Purchasing Decision in Beauty Cosmetics with the Moderating Effect of Consumer’s Educational Level
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Galagedara, S. R.; Weerasiri, R. A. S.
The main purpose of this research was to study the recent phenomenon of "green products" or "environmentally friendly products" and its overall impact on consumers' purchasing behaviour and how their level of education affects their purchasing decisions. When purchasing a product, customers in the modern world now consider the idea of "green." Sri Lankan buyers also give preference to eco-friendly products. Although environmental factors have a major impact on how people and businesses operate, the field of study has observed very few studies in the literature. This study examines the potential focus of eco-labels, eco-brands, and eco-advertisements on green purchase decisions. In this study, the theoretical model was developed based on green marketing tools and consumer education levels for green purchase decisions. A total of 385 respondents participated in the study with a self-administered questionnaire survey. It states that green marketing tools have a favorable effect on green purchasing decisions in the beauty care cosmetic market. Additionally, although educational levels differ, the green marketing tools of the average consumer ensure that the beauty cosmetics market considers green. This study provides marketers with insight on how to encourage consumers to purchase environmentally friendly products through environmental advertising, environmental labeling, and environmental branding. The government can support green marketers to install a consistent eco-label system. In addition, by using eco-advertising, marketers can increase consumer awareness of the standard eco-scientific label.
The Impact of Social Media Influencers on Purchasing Intention of Fashion Brands: Special Reference to Instagram Users
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Davidpulle, H. N.; Herath, H. M. R. P.
Despite Instagram's pivotal role in shaping Sri Lankan fashion purchases, local trendy clothing brands lag global giants in effectively leveraging influencer marketing. This study delves into the specific Instagram influencer qualities impacting Sri Lankan consumers' purchase intentions towards modern fashion. Employing a quantitative approach with a convenience sampling method of 385 Instagram users in Western Province, we investigated the influence of perceived trustworthiness, expertise, likeability, similarity, and attractiveness on purchase intentions. Findings revealed a robust correlation between perceived trustworthiness and purchase intention, solidifying its pivotal role in fostering consumer confidence. Expertise also emerged as a significant influencer, demonstrating the importance of product knowledge and relatable fashion advice. Interestingly, likeability alone faltered, suggesting celebrity status may not suffice. Instead, a perceived sense of similarity, encompassing shared values and cultural nuances, strongly correlates with purchase intention, highlighting the power of authenticity and relatability. Furthermore, familiarity with the influencer, cultivated through consistent and engaging content, emerged as a driving force, reinforcing the value of long-term audience connections. These insights offer a valuable blueprint for optimising influencer marketing strategies within Sri Lanka's unique fashion landscape. By prioritising trustworthiness, expertise, and relatable values, local brands can forge deeper connections, foster trust, and ultimately drive conversions. By actively cultivating familiarity through consistent and engaging content, they can further amplify their influencer marketing impact, paving the way for success in the dynamic and competitive world of Sri Lankan fashion.
The Impact of Facebook Advertising on Young Consumers Purchase Intention of Casual Fashion Industry in Colombo District, Sri Lanka: Examining the Mediating Effect of Advertising Value
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Karunanayake, R. B. K. N.; Jayawardena, S. M.
With the proliferation of social media and its integration into modern lifestyles, many modern marketing communication initiatives are being channeled using platforms such as Facebook. This is especially true for products such as casual fashion, which are primarily targeted at the youth segment of the market. The present study explores the impact of Facebook advertising on young consumers` purchase intentions in the casual fashion industry in Sri Lanka and how that relationship is mediated by advertising value. The advertising value model was used as a framework for this study. The independent variable of Facebook advertising was further subdivided into four-dimensional segregations such as informativeness, entertainment, credibility, and interactivity. A quantitative approach was adopted for this study, and data was collected from 388 Facebook users. The findings indicate that purchase intentions for casual fashion products are significantly influenced by the degree of informativeness, credibility, and interactivity of Facebook advertising. It was also demonstrated that advertising value can partially mediate the relationship between Facebook advertising and the purchase intention of youth consumers of casual fashion products. The findings contribute to understanding how the value-enhancing potential of Facebook advertising campaigns can be leveraged to inform and attract target customer groups. The study findings will also deepen our understanding of consumer behaviour within the casual fashion industry in Sri Lanka.
The Impact of Corporate Social Responsibility (CSR) on Customer Loyalty among Generation Z Consumers in The Mobile Telecommunication Service Provider Industry in Sri Lanka: Mediating Effect of Corporate Image
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Chandrasekara, N. K.; Bandara, B. S. S. U.
This study investigates the relationship between corporate social responsibility (CSR) and customer loyalty among Generation "Z" consumers in the mobile telecommunications service provider industry in Sri Lanka. Researchers have developed the research model, followed by a systematic literature review. The research used a quantitative strategy to comprehensively understand the subject and a structured questionnaire to obtain primary data from the sample. Finally, the researchers were able to collect 301 responses. The main findings highlight a significant positive correlation between CSR and customer loyalty (CL), and corporate image (CI) identified as a mediating factor in this relationship. Thus, the contribution of this study includes offering practical implications for mobile telecommunications service providers to strategically improve CSR initiatives and corporate image to develop customer loyalty among the dynamic generation "Z" demographic. Additionally, the study sheds light on the need for businesses to align CSR practices with the values and expectations of Generation "Z" consumers for maximum impact. Further research is recommended to explore the long- term effects of CSR initiatives on customer loyalty and corporate image in the rapidly evolving telecommunications industry.
The Impact of the Effectiveness of Customer Loyalty Programs in Increasing Customer Retention and Repeat Purchases with a Mediating Effect on Customer Satisfaction, with Special Reference to Modern Trades in the Western Province
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Hansika, H. S.; Medis, L. A. P.
This study investigates the nuanced interplay between customer loyalty programs, customer satisfaction, and corporate brand identity in contemporary Sri Lankan trade. Employing a positive research philosophy and deductive approach, the research aims to discern how loyalty programs impact customer retention and repeat purchases, with customer satisfaction as a mediating factor. The study was conducted in the western province of Sri Lanka and gathered 382 responses through a convenient sampling method. Data analysis utilised SPSS 26 software, employing regression analysis to unravel relationships between variables. Results indicate a significant positive influence of customer loyalty programs on customer retention and repeat purchases, with customer satisfaction mediating. Managerial implications emphasise the strategic design and implementation of effective loyalty programs, highlighting the pivotal role of customer satisfaction. Recommendations include aligning loyalty initiatives with emerging technologies, understanding cross-cultural dynamics, and adapting to the evolving digital landscape. This research contributes valuable insights into customer engagement strategies in modern trades, offering practical guidance for businesses aiming to optimise customer loyalty, satisfaction, and brand identity. The study concludes by suggesting avenues for future research, encouraging exploration of emerging technologies, cross-cultural nuances, longitudinal perspectives, digital impacts on loyalty, and comparative analyses across industries and geographical regions for a holistic understanding of customer engagement in modern trade.