Symposia & Conferences
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Item Impact of Social Media on Brand Loyalty: A Study of Telecommunication Companies in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Herzallah, F.M.F.; Jayarathna, L.C.H.The mobile telecommunication sector in Sri Lanka is very much competitive and this competitive trend is increasing. The subscribers now have various alternatives to choose according to their convenience. Therefore, to maintain the leading position in the market, mobile operators have to identify the factors related to customer satisfaction and loyalty. This paper aims to investigate the relationship between brand community presence on social media platforms and its impact on consumer brand loyalty while empirically analyze the ability of a brand to constantly interact with consumers on social media, and its impact on their loyalty. The study as a causal research will be conducted to understand the significance and impact of social media of telecommunication companies in Sri Lanka on Facebook on customer loyalty on the online platform. Accordingly, brand community and interactivity will consider as the independent variables where brand loyalty be the dependent variable in the conceptual model of the study. The population of the study is represented by the customers of mobile service providers working in the Sri Lankan market (Dialog, Moabitel, Etisalat, Airtel and Hutch). This study will contribute to determine how the social media platforms shape brand loyalty online and to what degree they are effective in making consumers forever be faithful to the brand. Hence, the study will provide a valuable contribution to the mobile service providers in Sri Lanka for decision making on their brand loyalty.Item Impact of Social Media Characteristics on Knowledge Sharing: With Special Reference to Facebook(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayathilake, M.K.; Jayarathna, L.C.H.Social media is not a new phenomenon for the research culture in the world nowadays. Academics and researchers are interested in the effects of social media on different figures, with a specific focus on the most popular social media website; Facebook. With the dawn of social web initiatives, some argued that these new emerging tools might be useful in knowledge sharing through providing interactive and collaborative technologies in the society. This research will strive to study how far Facebook can contribute to the knowledge sharing purpose of its users by testing an adapted model for social media and tacit knowledge sharing developed by Panahi , Watson , & Partridge, (2012). Accordingly, five characteristics of social media which were identified by the model developers, as main components towards knowledge sharing, will be used in the conceptual model of the study. They are social interactions, experience sharing, observations, informal relationship and mutual trust. A sample of Sri Lankan employees in the eighteen to thirty four age group who use Facebook as their primary social media network will participate as the respondents of the study. Descriptive statistics, frequency analysis and multiple regression analysis will be applied in the study as the statistical tools. This study fills a gap in literature by acknowledging the findings of the study which developed a model for social media and tacit knowledge sharing; hence it will test and validate the model in most popular social media network in Sri Lanka.