8th-2024
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28086
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Item 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.Item The Impact of Experiential Marketing on the Customer Perceived Value in Restaurant Industry: Mediating Role of Customer Satisfaction of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sumithraarachchi, D. C.; Herath, H. M. R. P.This study seeks to examine the aftermath of experiential marketing on customer distinguish value within the restaurant terrain situated in the area of the Colombo district. During modern times, a notable evolution Specifically in the restaurant sector is visible, where contributors no longer only frequent dining establishments for nutrition but also seek an exceptional temporal engagement, thereby eliciting spontaneous excitement. This evolving sample underscores the spiral significance of experiential marketing initiatives as vital mechanisms for giving rise to value for discerning customers. A quantitative method was used in order to achieve relevant research objectives, according to reports data had been collected from a supporter of 291 respondents domiciled within the Colombo District, who had previously patronised restaurants situated in the immediate area. A web-based survey instrument, hosted on a Google Form, served as the medium for quiz management. The factual findings of the study back up a statistically significant impact of experiential marketing on customer perceived value. Moreover, the study discovers a enhances level of customer perceived value within the perspective of restaurant experiences. Nonetheless, the managerial ranks of restaurants can leverage the insights derived from this study to attain a more extreme understanding of visitor experiences. Investing in understanding guest experiences becomes a powerful investment in the future, paving the way for impactful promotions, effective marketing efforts, and a thriving customer base that perceives the full value restaurants offer.Item The Impact of Experiential Marketing on the Customer Patronising Behaviour: Special Reference to Sri Lankan Modern Trade Industry and Moderating Effect of Store Personality(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dabarera, W. D. M.; Herath, H. M. R. P.The aim of this research is to investigate how experiential marketing impacts customer patronising behaviour, with a focus on the moderating effect of store personality. Nowadays, people do not just go to supermarkets to shop but also to have a unique experience and gain spontaneous excitement. This trend highlights the growing importance of experiential marketing to create value for customers. To achieve our research objectives, researchers utilised a quantitative approach and collected data from 405 respondents who have visited modern trade in and around Sri Lanka. The researcher used a Google Form as a web-based survey to administer the questionnaire. The results of the study show that there is a significant impact of experiential marketing on customer patronising behaviour. Modern trade managers can use these findings to gain a deeper understanding of their visitors' experiences, promote their services more efficiently, and formulate marketing strategies in order to maximise customer patronage. Ultimately, this can lead to improved repurchase intentions from customers. From a practical standpoint, the research indicates that supermarkets can enhance consumer satisfaction and loyalty, as well as raise repurchase intentions, by implementing experiential marketing methods. The focus on store personality as a moderating element suggests that the unique traits and reputation of the modern trade influence how experiential marketing affects consumer patronising behaviour.Item The Impact of Corporate Social Responsibilities and Consumer Awareness on Consumer Purchasing Intention with Special Reference to FMCG Industry in Sri Lankan Context(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Ushara, D. M.; Herath, H. M. R. P.In the dynamic landscape of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, this research aims to investigate the intricate relationships between corporate social responsibility (CSR) initiatives, consumer awareness, and their combined impact on consumer purchasing intentions. The study seeks to unravel the nuanced factors that shape consumer behaviour in the context of CSR practices adopted by FMCG companies and the level of awareness among consumers in Sri Lanka. As a quantitative research strategy, it used a structured questionnaire to obtain primary data from the sample. In the sample population, there were 140 respondents. The findings of this research can provide valuable insights to FMCG companies in Sri Lanka, aiding them in crafting effective CSR strategies that resonate with consumer values and preferences. Additionally, it contributes to the broader academic discourse on the intersection of corporate social responsibility and consumer behaviour in emerging markets.Item Impact of Social Media Gratification on Consumer Purchase Intention with Special Reference to FMCG Facebook Brand Pages in Sri Lanka: Mediating Effect of Customer Engagement(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Yapa, Y. M. R.; Herath, H. M. R. P.This study aims to investigate the nuanced impact of social media gratification, encompassing perceived enjoyment, perceived social interaction, information gratification, and entertainment gratification, on consumer purchase intention within the context of FMCG Facebook brand pages in Sri Lanka, with a specific focus on delineating the mediating effect of customer engagement in social media. This study adopts an interpretivism research philosophy and employs a deductive approach with a quantitative focus, utilising a survey as the primary data collection tool. Furthermore, a mono-method approach is used, opting for a cross-sectional time horizon, and employing convenience sampling with a sample size of 384 individuals for practicality and efficiency in data gathering. The study reveals a significant impact of social media gratification on purchase intention, with sub-variables including perceived social interaction, information gratification, and entertainment gratification. Although perceived enjoyment does not significantly influence purchasing intention, it still has a significant impact when mediated through customer engagement. Customer engagement acts as a mediator in the relationship between social media gratification and purchase intention, providing valuable guidance for marketers and brand managers in developing tailored social media strategies in the Sri Lankan market. positively influence consumer decision-making for promoted FMCG brands.Item 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.Item Impact of Green Marketing on Brand Loyalty: Examining the Mediating Effect of Green Knowledge with Special Reference to Supermarket Chains in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dhuveeshan, M; Herath, H. M. R. P.With modernised consumer buying behaviour patterns, marketers have also changed their approach to marketing, and the green marketing concept has emerged as a new trend among all businesses because of global warming and also among consumers within the Sri Lankan supermarket industry. Thus, this study tries to interpret the impact of green marketing on brand loyalty by paying special attention to the mediating effect of green knowledge. 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 the sample. Finally, it was able to collect 379 responses by adopting a convenience sampling method, which falls under non-probability sampling. The findings of the study demonstrate that green marketing has a positive and significant impact on brand loyalty, while green knowledge has positively and significantly mediated the impact made by green marketing on brand loyalty. This research helps both consumers and marketers identify the strategies that can be used by companies in the Sri Lankan supermarket industry and gives some recommendations for the effective use of this green marketing.Item 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.