Marketing Management
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218
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Item The Mediating Role of Perceived Authenticity on Relationship Between Social Media Influencers and Domestic Tourist Travel Decision: A Study Focusing on Multiple Tourist Places in Sri Lanka as Travel Destinations(University of Sri Jayewardenepura, Sri Lanka, 2025) Manojprasath S.; Dhuveeshan M.; Sivasangari Y.K.; Thilina D.K.Purpose: This study explores the impact of social media influencers (SMIs) on travel decision-making in Sri Lanka, aiming to fill a research gap on their role in shaping traveler behavior. It highlights the potential for SMIs to assist the country's tourism recovery post-crises like the 2019 Easter attacks and COVID-19. The findings offer strategic insights for marketing Sri Lanka as a tourist destination and fostering sustainable tourism growth. Design/methodology/approach: The study uses a quantitative approach and deductive reasoning to investigate how social media influencers (SMIs) affect Sri Lanka's domestic tourism destinations. Also, this study collected 368 qualified responses from Google form as the sample which was collected as primary data other articles and books referred to this as the secondary data source. For the data analysis, this study adopted the IBM SPSS software tool. Findings: This study examines how Social Media Influencers (SMIs) impact domestic travel decisions, focusing on SMI Content Relevance, Attractiveness, Expertise, and Trustworthiness. A strong correlation is found between these characteristics and travel decisions, with perceived authenticity playing a key mediating role. The analysis reveals a significant combined effect of these factors on shaping travel preferences. Originality: This research offers a unique exploration of social media influencers' impact on tourism decision-making in Sri Lanka, focusing on the often-overlooked mediating role of perceived authenticity. By examining how SMI attributes—such as content relevance, expertise, and attractiveness—affect independent travel choices, the study sheds new light on the intricate dynamics between influencers and tourists. Its findings provide novel insights for marketers and policymakers aiming to harness influencer power for sustainable tourism growth. Implications: This research enriches social influence theory by highlighting how social media influencers shape travel trends, particularly within Sri Lanka's cultural context. Practically, it emphasizes integrating influencers into strategic tourism marketing, especially for post-crisis recovery, enhancing domestic and foreign tourism appeal. The study provides a foundation for evidence-based decision-making, helping stakeholders align strategies with evolving consumer behavior trends.Item The effect of perceived risk on the purchase intention of electric vehicles: an extension to the technology acceptance model(Int. J. Electric and Hybrid Vehicles, 2019) Thilina, Dk.; Gunawardane, N.Electric cars will be the future of the transportation industry as it records a significant market penetration including Sri Lanka. The purchasing mechanism drives customers to make purchasing decisions is a critical notion to investigate since it engages a multi connected matters. Accordingly, this study reviews how perceived risk factor influences purchase intention referring to Electric Vehicles in Sri Lanka. The said review based on the theoretical rationale and supportive empirical findings. A descriptive statistical review presented to signify why Sri Lanka considered as a context to be examined whilst empirical evidences were presented to support the arguments. Paper concludes research propositions to examine how perceived risk influences the purchasing mechanism of Electric Vehicles whilst buying intention referred as a main notion within.Item Impact of Brand Citizenship Factors towards Sales Force Motivation: A Conceptual Review on Financial Leasing Service Sector of Sri Lanka(Singaporean Journal of Business economics, and management Studies (SJBEM), 2018) Dissanayake, D.M.R.; Jayampathi, J.A.S.The purpose of the concept paper is to review how brand citizenship behavior relates to salesforce motivation. A specific attention is made on issues related to financial leasing sector of Sri Lanka. Employee turnover remains as one of the most widely discussed issues in many industries as scholars highlight. However, a great deal of confusion still exists over the reasons causing employees to leave an organization. Human resource managers face intensive challenges in establishing a rational cause and finding a solution to this dilemma. In line within, scholars appreciate the concept of Brand Citizenship Behavior (BCB) as one of the theoretical contents that addressees how staff adheres to brand related performance whilst it has been noted as a motivation tool. Sri Lanka is also a noted context whereas financial service applies such motivational strategies to train and retain brand committed salesforce. But organizations in the financial leasing sector still faces intensive issues due to higher degree of employee turnover. This paper reviews how theoretical and empirical contributions address such salesforce issues whilst special attention is made on financial leasing sector of Sri Lanka. Alongside, authors used a deductive approach so doing paper associated accdamaic works and industry related publications to support arguments and discussions. A summarized discussion was made whilst key insights are concluded with future research suggestions.Item Consumer Perception and Behavioral Patterns onNutritional Food Consumption of Urban and Suburban Segments of Sri Lanka: A Decisional Analysis to Case –Related Implications(International Journal of Scientific & Engineering Research, 2017) Liyanage, P.W.; Dissanayake, D.M.R.There are structural dynamics taking place within the population structure of Sri Lanka with noted trends in demographic dynamics. Further, healthy life style has been largely referred in many national level policies and empirical studies as a key determinant for holistic development of the nation. The behavioral trends towards the nutritional food consumption is one of the critical contexts which is being investigated in the national level priorities. This paper also attempts to investigate the empirical insights of the urban and suburban consumers towards the wholesome food consumption practices addressing to empirical knowledge gaps found within. Accordingly, survey method was employed with a structured questionnaire as the research tool to figure out perceptions and behavioral responses of 280 respondents towards the wholesome food consumption practices. Study follows a random sampling method and descriptive statistical tools were used to analyze the primary data. Findings were discussed by highlighting the needful insights for policy development and managerial implications for the industry players. It has presented the behavioral insights of the protein consumption trends of Sri Lanka addressing to both policy level and industry-related priorities. Finally, paper concludes the future research directions referring to the propositions of consumer behavioral responses pertaining to nutrition industry of Sri Lanka.Item Brand Differentiation in Industrial Sector Context: Empirical Review and Case Evidences in Sri Lanka(International Journal of Scientific & Engineering Research, 2017) Munasinghe, A.; Dissanayake, D.M.R.This paper reviews theories, models and empirical insights on brand differentiations alongside briefing to industry practices in Sri Lanka. Prior researches have provided a ground reviewing brand differentiation strategies, but this paper attempts to highlight the practice notions in Sri Lankan market in line with the empirical evidences. Literature review was the main strategy followed in building empirical explanations whilst industry-related cases were brought to the paper. Authors conducted some interview with industrial sector corporate managers and professionals to reveal the industry-related practices executed on brand differentiation in Sri Lanka. Besides the empirical evidences, it referred some research reports carried out by companies to provide industry-related research insights to rationalize some arguments. Managers in industrial and consumer durable sector organizations could associate the insights of this paper in patterning respective competitive strategies and brand building strategies to earn effective brand-related behaviors. Authors suggest future research propositions referring industry-related cases in the scope of brand differentiation.Item Relationship between Perceived Brand Equity and Purchase Intention of Life Insurance Brands in Sri Lanka: A Concept Paper(2016) Gunawardane, N.; Munasinghe, A.; Dissanayake, D.M.R.Sri Lanka is referred as a service driven economy as it denotes in the structural dynamics noticed in the economy. Accorodgly, insurance business has also been evolving with different structural and market dynamics that influence wider impact to the economy. Moreover, a subset of insurance market, life insurance business in Sri Lanka, exhibits more competitive moves as per the marketing and consumer behavioral perspectives. Industry practices of the life insurance sector highlight many brand building initiatives aiming at stimulating favorable responses of consumers to sign competitive edges. Meanwhile, the notion of brand equity and purchase intention have been referred in many empirical studies to examine the relationship between brand related marketing stimulus and behavioral responses of consumers towards them. Alongside, this study intends to review those concepts and suggest research propositions with reference to the context of life insurance business of Sri Lanka. We followed a deductive approach, and comprehensive literature review on empirical studies was carried out as the main research tool to build arguments supporting to suggested propositions. Paper concluded by denoting directions for the future studies in line with the notions of brand equity and brand related behaviors addressing to empirical research gaps in Sri Lanka.Item Factors influencing on purchase intention of organic food products in Sri Lanka(Global Illuminators, Kuala Lumpur, Malaysia, 2016) Weerasiri, R.A.S.; Maldeniya, D.organic food industry currently has become one. most emergmg markets around the world. considering the recent economic growth in Sri Lanka, agricultual sector inclusive of organic food industry, holds a significani portion over the contribution to economic growth' However Sri Lanka being one of the largest exporters in agricultural sector, understandit g ttt. potential d behaviour of the consumers regarding organic food productl is vital to expand the industry. Hence the aim of this study is to u*lyr. and discuss the organic food market and customer purchasing intention in Sri Lankan context.This research study is descriptive in nature and data has been collected from 150 respondents. Secondary data were collected through rigorous literature review. Primary data were collected through u .onru.Jr survey conducted in western province using a strucired questionnaire. Stratified random sampling method was used to select the respondents for the survey. Collected data were analysed using mean analysis, frequency measures and regression. SPSS version 16.0 was used as ,oftwure package to analyse the datab. However based on the research outcome, markJting mix and pre purchase related factors have a clear positive reiationship with the'iustomer purchasing intention of organic foods..Hence the iecommendation and insights for sffategies have be;n provided via the study that can be used by organic food manufacturers in accordance with their business situation to maximize benefits for their business.