Commerce and Management

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Exploring Consumer Motivational Factors for Creating User-Generated Content in Sri Lanka’s Western Province Cosmetic Industry
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandamali, K. B. S.; Wijenayaka, S. I.
User-generated content (UGC) has rapidly evolved into a crucial marketing tool with the widespread adoption of social media. Despite its growing presence, there remains a significant gap in understanding how effectively UGC influences different industries, particularly in consumer-driven markets. Many marketers have yet to fully grasp its potential, as the motivations behind content creation are not always clear. Existing research underscores the need for further exploration into the specific factors that drive individuals to generate content, making it essential to identify what truly encourages consumers to actively participate in content creation. This study aims to bridge this gap by analyzing the key motivational factors that inspire individuals to create UGC within the cosmetic industry in Sri Lanka’s Western Province. To achieve this objective, a structured research methodology was employed, following a deductive approach within the positivism paradigm. Data was collected through an online survey distributed via Google Forms, yielding a total of 384 valid responses. The questionnaire was meticulously designed, comprising 30 questions across seven sections, each aligned with critical independent variables, including economic benefits, self-expressiveness, entertainment, knowledge sharing, community engagement, and UGC generation. Additionally, demographic data was collected to ensure consistency and relevance in participant profiles. This study was anchored in the Uses & Gratifications Theory, supported by empirical literature, to establish a strong theoretical foundation. The findings of this research revealed that three key motivational factors, economic benefits, community engagement, and overall consumer motivations significantly influence the creation of UGC. These results highlight that consumers are more likely to generate content when they perceive financial incentives, feel a sense of belonging within a community, or derive personal gratification from their participation. The study’s conceptual framework was rigorously tested and validated, reinforcing its relevance in understanding consumer behavior in the digital landscape. While this research provides valuable insights, it is not without limitations. The study focused exclusively on consumers within the Western Province of Sri Lanka, which may restrict the generalizability of findings to a broader population. Future research should consider expanding the sample to include diverse geographic regions, ensuring a more comprehensive understanding of consumer motivations across different cultural and economic contexts. Additionally, incorporating qualitative methods such as focus group discussions and in-depth interviews could offer richer insights into the underlying psychological and emotional drivers of content creation. From a strategic standpoint, businesses can leverage these findings to develop more effective marketing initiatives that encourage UGC participation. By offering tangible incentives and fostering a strong sense of community among consumers, brands can create an environment that naturally inspires content generation. Moreover, facilitating seamless content-sharing experiences through user-friendly digital platforms can further amplify consumer engagement. As UGC continues to shape digital marketing landscapes, brands that successfully harness its potential will benefit from enhanced visibility, greater consumer trust, and, ultimately, increased sales and brand loyalty.
Psychological Consideration to Engage Employees for Knowledge Sharing in Service Organizations
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-01) Hasan, I.; Kabir, E.B.; Kamal, N.
Knowledge is the most incremental asset for organizations. Researchers, practitioners, and academics are establishing different arguments on the thought and established different models and concepts to make the organizations effective. Sharing knowledge among employees is an effective way for an organization to produce innovativeness. Engaging employees in this exercise is often difficult for organizations since employees hoard knowledge and have a fear of future consequences. Different studies address these issues and emphasize the importance of employees’ psychological considerations in enhancing employee knowledge-sharing behavior within organizations. Psychological considerations determine long-term employability. However, psychological elements like employee well- being and empowerment positively affect employee behavior. Psychological well-being refers to employees' personal progress and life happiness. Psychological empowerment involves autonomy, knowledge, meaningfulness, and employee commitment to managerial techniques. Thus, psychological well-being and empowerment improve employee satisfaction, ethics, and work engagement to ensure employee knowledge-sharing behavior. Though the psychological elements manifest strong ties with knowledge sharing, the availability of the literature is scanty, especially in countries like Bangladesh. The study objective is to address these gaps and develop a research model where psychological well- being and empowerment are considered influencing factors to reduce the fear of sharing and improve knowledge-sharing behavior in service organizations in Bangladesh. This study utilized a quantitative approach, employing Partial Least Squares regression (PLS)- based Structural Equation Modeling (SEM) to test the hypotheses. A survey questionnaire was used to collect data from various service organizations, e.g., banks, telecom, etc. The result of this study also confirms that psychological considerations impact employee knowledge-sharing behavior across organizations. The finding of this study produces an interesting outcome for policymakers, practitioners, and academic and industry-related people who are connecting knowledge-sharing behavior in the context of Bangladesh and showing a unique way to manage the organization to become competitive. The results also demand future research initiatives, and the model can be used in a similar economy to develop a generalized understanding to make the organization effective.
The Impact of Project Culture and Project Knowledge on Business IT Project Success Level
(Faculty of Commerce and Management Studies University of Kelaniya., 2024-11-01) Jayasuriya, D. R. N.; Razi, M.J.M.; Thilakerathna, P. M. C.
Information technology (IT) is inevitable in any business in modern days. Therefore, a considerable amount of funds is committed to IT projects yearly. However, according to the available literature and reports, globally, these projects' success level is considerably low. In Sri Lankan context, it is hard to find the studies on measuring the success level of IT business projects from clients' perspective. Therefore, this research's main objective is to measure the success level of IT business projects in Sri Lanka from the client's perspective. Managing project Knowledge is one of the main factors which affect to the project success level. Project culture is believed to be affecting project knowledge management. A quantitative research approach was used with a partial least square structure equation model as the analysis tool. Data were collected from 87 IT projects completed within the last two years in the telecom and banking industries in Sri Lanka. The results revealed a low project success level for IT projects completed within the telecommunication and finance industries. Further, management leadership and trust between project managers affect domain knowledge and knowledge sharing. Domain knowledge positively affected the project success level, but knowledge sharing did not affect the project success level.

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