Symposia & Conferences
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Item The Impact of Social Media use on building Brand Awareness with special reference to Sri Lankan Tourist Hotel Sector.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ranwala, R.M.N.H.; Perera, G.N.R.The tools and strategies for communicating with consumers have changed significantly since the emergence of Internet and with the world-wide penetration of social media. The internet and social media provides a platform for business community to deal with their customers. The purpose of this research study is to identify and critically evaluate the positive relationship between social media usage and the brand awareness with special reference to Sri Lankan Tourist Hotel sector. The researcher has undertaken the study concerning the different functionalities enabled by social media day by day. Both primary and secondary data was collected. The sampling method is convenience sampling and used structured online questionnaire. Collected data was critically analyzed and interpreted using SPSS analysis system. It is identified that the functionalities enabled for customers by social media can be used by organizations to build customer brand awareness towards brands, as the online appearance is much needed in modern marketing environment.Item The impact of Social Media Functions on building Brand Loyalty with special reference to High-End Fashion Retailer Brands in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Weerakoon, C.E.; Perera, G.N.R.Building and maintaining Brand Loyalty is a very important topic that marketers are talking about for a long period, because having loyal customer base is essential to compete with emerging competitive markets. The new emerging trend is the social media as a marketing tool. Social media facilitate to the organizations to connect with the customers directly at low cost and it also exposes the organization in to a huge audience with prospective customers who can be converted into customers. When it comes to fashion the decisions are mostly based on the opinions and recommendations of others. The purpose of this study is to identify whether there is a relationship between the way customers use the social media functions such as Engagement, Sharing of Content, Accessibility, Sophistication and Credibility relating to the fashion retailer brands on customer brand loyalty and how organizations can use those functions to build customer loyalty toward their brands. As a result, the study concluded that the use of social media functions has a significant impact on brand loyalty of high-end fashion retailer brands in Sri Lanka.