Symposia & Conferences
Permanent URI for this communityhttp://repository.kln.ac.lk/handle/123456789/10216
Browse
22 results
Search Results
Item Impact of Social Media Influencers on Consumer Brand Relationship and Online Purchase Intention: A Conceptual Review(Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Jayasinghe, D.T.; Wanninayake, W.M.C.B.Influencer Marketing is relatively a new discipline in marketing that relies on brands to invest in identified influencers to promote branded content for their followers to induce brand awareness, purchase intentions and building long-term relationships. Marketing practitioners are investing a growing share of their advertising budgets on Social Media Influencers (SMIs) to promote their products and services and to increase retention. However, most often than not SMIs are chosen based on numerical indicators and those have been challenged due to their misconduct. Current practices of SMIs challenge the tents of the source-credibility model and limited empirical studies were carried out to signify the impact of SMIs on the consumer-brand relationship (CBR) and conversely on the impact on online purchase intent (OPI). Therefore, this concept paper undertook a deductive approach to critically evaluate the existing literature and propose a new conceptual framework to measure the effectiveness of SMIs. The proposed new conceptual model categorizes SMI attributes into 3 main propositions as source attributes, message attributes and brand attributes. Three variables- brand satisfaction, brand trust and brand personality introduced to gauge the effectiveness of CBR as a mediator between the relationship of SMIs and OPI. The proposed conceptual framework elicits future research opportunities in different industries, products and geographies to be tested empirically.Item Technology Orientation and its Impact on Consumer Brand Equity with Mediating Effect of Innovation and Moderating Effect of Technological Readiness: With Reference to Modern Trade Industry in Colombo, Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Liyanage, O.N.N.; Wanninayake, W.M.C.B.; Wickramasinghe, C.N.Technology Orientation is a famous concept being practiced by firms to enhance organizational performance, globally. This concept is particularly famous within the modern trade industry. In developed countries like USA, virtually dominant Amazon is competing against physically dominant Walmart using technologies that generates advance data analytics to harness firm performance. However, in Sri Lanka, we are yet to see modern trade organizations using technology orientation, with focus on technologies like advance analytics. The purpose of this investigation will be to discover the reason for not using advance business analytics and associated technologies within the modern trade industry in Colombo, Sri Lanka. This research uses a deductive methodology and reviews literature from the past 25 years. Researcher finds that elements of Technology Orientation like Technological Capability, Managerial Capability, Commitment to Change and Commitment to Learn can potentially impact Consumer Brand Equity through literature review. In addition author believes that elements of innovation such as Innovative Outcomes, Innovative Processes and Innovative Mindsets can mediate the relationship between technology orientation and consumer brand equity while technological readiness can also moderate the possible relationship between Technology Orientation and its impact on Consumer Brand Equity. This proposed model is recommended to test within the modern trade industry within Colombo, Sri Lanka while collecting the data from outlet managers of modern trade organizations. Outcome of this research will help firms formulate there business strategies more meaningfully using advance technologies to harness the strength of Consumer Brand Equity.Item Impact of Social Media Influencers on Consumer Brand Relationship of Branded Fashion in SL with Moderating Role of Consumer Innovativeness(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Jayasinghe, Darshana T.; Wanninayake, W.M.C.B.Social media disrupted the communication strategies of organizations globally and brought opportunities for marketers to reach customers effectively. Influencer Marketing (IM) is relatively a new discipline in contemporary marketing to interact and engage with stakeholders in social media. The increasing importance of social media influencers (SMIs) has been acknowledged by marketers and gained attention of the academics. Theory of human brands and theory of attachment contributed marketing domain by supporting to appreciate the relationship of traditional celebrities, consumers and brands. However, SMIs as human brand has not been explored in theories owing researchers to connect new dynamics of SMI marketing into theories and models. Largely fashion brands deploy SMIs to boost their sales and further COVID-19 pandemic drove fashion industry to accelerate use of digital channels to reach customers. As a result, 60% of the fashion industry goes for SMIs campaigns to increase consumer relationship and conversion. However, barely no empirical studies were carried out to signify the impact of SMIs on consumer brand relationship (CBR) and how does consumer innovativeness (CI) moderate the relationship in the context of Sri Lankan branded fashion retail market. Therefore, this study followed a deductive approach to review extant literature and subsequently an empirical study carried out to evaluate the impact of SMIs on CBR with moderating relationship effect of consumer innovativeness (CI) for branded Sri Lankan fashion products. The result of this study contributed to an increased understanding about how branded fashion organizations can use SMIs with the right attributes that match the brand value, which in turn could contribute to increase CBR and to optimize marketing budgets. A cross-sectional quantitative study using an online survey via structured questionnaire in western province of Sri Lanka carried out to gauge results using multiple regression analysis. Findings proved that attractiveness, trustworthiness, and expertise positively influenced the CBR for branded fashion retail products. Surprisingly, CI did not moderate the relationship between SMI's attributes and CBR. Therefore, this study would facilitate fashion marketers to consider an important attribute of SMIs when choosing rather merely relying on reach, follower base and engagement scores on SMIs.Item Impact of Brand Crisis on Brand Avoidance with the Mediating Effect of Brand Love in Telecommunication Industry with Special Reference to Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Dabare, P.U.I.; Wanninayake, W.M.C.B.The telecommunication industry is one of the growing platforms in service category in Sri Lanka which has marked a stable growth in previous years. Even though many branding concepts were investigated by the previous researchers in this context, brand crisis and brand avoidance behavior was not sufficiently investigated in the local context. Therefore, the purpose of this study is to identify the impact of brand crisis on brand avoidance with the mediating effect of brand love in the telecommunication industry referring to mobile connection subscribers in Western Province, Sri Lanka. As this study is quantitative in nature, it has used structured survey questionnaires, identifying a sample of 400 which consist of mobile connection subscribers using a multistage mix sampling method with special reference to Western Province in Sri Lanka. In terms of testing hypothesis, the researchers have followed Partial Least Square (PLS), and Structural Equation Modeling (SEM). The bootstrapping results of the structural model demonstrated that brand crisis positively impacts on brand avoidance and negative relationships in between brand love and brand avoidance. Further, it has been proved that there is no any significant relationship in between brand crisis and brand love due to situational based customer reactions. Further, since the study focuses only the telecommunication industry and the western province in Sri Lanka, generalization of findings gets framed only for the given context and the boundary.Item Impact of Corporate Brand Identity on Customer Store Loyalty towards Retail Fashion Industry in Western Province of Sri Lanka. The Mediating Effect of Brand Citizenship Behavior(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Hansamali, Teshala; Wanninayake, W.M.C.B.Retail is one sector that has showed enormous growth especially in the last couple of years among different types of retailers. Fashion retail chain is growing rapidly than ever before by providing an engaging shopping experience to the customers. Thus, every retailer should find a way to differentiate themselves in a competitive business environment. The major purpose of this study is to investigate the impact of corporate brand identity on customer store loyalty. Moreover, the literature on service and corporate branding has largely acknowledged the influences of staff on the brand perceptions of customers over their interactive roles in delivering brand values during the service operations. When conferring to the current literature, there is a huge dilemma to be solved, whether the corporate brand identity has real impact on customer store loyalty toward the fashion retail outlets in Sri Lankan context. Also, there are lack of previous works regarding the mediating role of employee brand citizenship behavior relating to this phenomenon. Therefore, this study, review how theoretical and empirical contributions will be able to address that dilemma. As this study was quantitative in nature, it used structured questionnaires to gather primary data based on the multilevel mixed sampling method. In order to investigate the hypothetical impacts and researchers employed multiple regression, macro process and correlation analysis as main statistical tools. The findings of work revealed that the direct relationship between corporate brand identity and store loyalty has been statistically proven as well as results proved that role of brand citizenship behavior has a partial mediating effect on the relationship between corporate brand identity and store loyalty. Therefore, the findings of the study have more practical contribution for the marketers in the fashion retail sector for making effective corporate branding decisions. Finally, the researchers recommend several strategies for marketing practitioners of fashion retail industry to develop brand loyalty through the corporate brand identity and brand citizenship behavior.Item Impact of Social Media eWoM on Purchasing Intention of Sri Lankan Fast Food Restaurants Industry: A Study among Facebook Users(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Wijesinghe, M. P.; Wanninayake, W.M.C.B.The fast-food market has shown rapid growth in the last couple of years due to quick and inexpensive meals and tech-savvy ordering. Moreover, the changing lifestyle patterns of consumers such as hectic schedules and growth of female employment have steered the necessity for fast food meals and the prevailing rivalry in the fast-food industry provides alternative choices to consumers. In addition, the rapid advancement in digital technology has provide the opportunity to search information over the internet and engage with other consumers and share their experience, knowledge via social networking sites. Today, consumers are more active than ever on social media, and online consumers are constantly flooded with information. Therefore, consumers are turning towards their peers and the referrals, recommendations, and counsel before making decisions. Thus, marketers are forced to find new ways to stand out from the crowd and promote their brands. With the aforesaid background, this study investigated to explore the impact of social media eWom on purchasing intention of Sri Lankan fast food restaurants industry. When coffering to the eWOM concept, in the means of literature review, Information usefulness and credibility of information identified as the commonly used determinants of eWOM based on past researchers. Therefore, this study has selected these two determinants as the independent variables. Further, this study adopts a positivist research paradigm and employs a selfadministrated questionnaire to gather primary data from the multilevel selected sample in the Western province of Sri Lanka and this study has used regression analysis and several statistical techniques to analyze the collected data to draw meaningful conclusions. In terms of findings of the study, the overall results revealed that social media eWOM positively affects purchase intention and using credible influencers and providing useful content is vital for the success of eWOM marketing which in turn affects the performance of the fastfood restaurants in Sri Lanka. Thus, the outcomes of the study encourage marketers to use different strategies to harness the opportunities of social media to influence online consumer behaviour. Using the lens of this study, marketers can better grasp how consumers process and evaluate eWOM information from social media to help their purchasing decisions in the context of fast-food restaurants in Sri Lanka. Overall implications indicate a positive commercial and economic impact in the present context, even though some limitations are associated with the study.Item Tourists’ Destination Loyalty is leading for Perceived Sustainable Tourism (Reference to Tourists’ Cultural Destinations in Sri Lanka)(Department of Accountancy, Faculty of Commerce and Management Studies, University of Kelaniya, 2020) Udurawana, Y.M.W.G.P.K.; Wanninayake, W.M.C.B.; Laksiri, W.M.R.; Puwanenthiren, P.As the leading industry, tourism has developed many cultural destinations sustainably through loyal tourists. Therefore, Sri Lanka has included many tourists loyalty program to keep tourists, while promoting the eight world heritage sites with the 2000 year aged history. However, except Sigiriya and Polonnaruwa, all other cultural places have attracted a few tourists within the recent five years. Meanwhile, there were very limited researches to discuss the effect of loyalty to sustainability. The main objective of the study was to identify the effect of destination’s loyalty on sustainable tourism. 513 tourists represented the sample from the tourists who visited Sri Lanka in the year 2019. Data collected through well-developed questionnaire, the results proved that loyalty is leading for sustainable tourism. Finally, researchers purposed strategies to relevant authorities to develop many exciting activities with greater hospitality attached to cultural areas to enhance tourists’ loyalty for sustainable tourism.Item The Impact of Brand Personality on Purchasing Intension: A Study on Passenger Car Market in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2017) Weerasinghe, K.G.S.K.; Wanninayake, W.M.C.B.Passenger car market is one of the growing and competitive market in Sri Lanka. Hence, market competition is high among main players. The brand personality is one of the main factors the marketer can use to differentiate their products from competitors. The primary purpose of this research is to examine the impact made by brand personality on purchasing intention in the passenger car market in Sri Lanka. The present study is adapted to the positivism research philosophy with deductive approach. Under the primary source of data collection, a physical and the online survey method were adopted by using a structured questionnaire. The target population of the study was the all individuals who are using passenger cars in Sri Lanka. However the research was carried out by collecting data from a sample, consisted with 150 passenger car owners who are living in the western province of Sri Lanka. The descriptive statistics, correlation analysis and regression analysis were adopted as data analysis techniques for achieve objectives and testing hypotheses. The findings revealed that all brand personality dimension such as sincerity, excitements, competence, sophistication and ruggedness of brand personality indeed have a positive relationship with purchasing intention.Item The Impact of Packaging on Purchasing Decision with Special Reference to Dairy Brands in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2017) Subothini, S.; Wanninayake, W.M.C.B.The promotion plays an important role in achieving the organization’s goals and objectives in competitive markets. From the past, advertising and personal selling has been considered as significant promotional tool but the current trend has been changing and packaging is also used to communicate the message. While other modes such as TV advertisements are considered as expensive tool and reach of target crowd also limited, packaging is considered as a comparatively low expensive and it could reach all kind of target crowd. Packages are kept at the house hold with the consumer after purchasing & it’s important that it provides the details consumers’ need. Therefore, this research focuses impact of packaging on purchase decision. Based on the previous literature, it is anticipated that visual and verbal elements could influence customer preference positively, and this could eventually lead to the purchasing of the products. For this purpose, researcher adopted to the quantitative approach and carried out sample survey among 150 respondents in Colombo district. Target population were the people who purchase dairy products at least twice a month and structured questionnaire adopted for data collection. The finding revealed that both visual and verbal elements positively associated with purchasing decisions in dairy market. Further it was found visual elements are more important than verbal element of the packing in respective industry.Item The Impact of Advertising Appeals on Purchase Intention: With Special Reference to TV Advertising Appeals of Mobile Internet Packages(Department of Marketing Management, University of Kelaniya, 2017) Perera, W.A.C.T.; Wanninayake, W.M.C.B.There are many academics argue that advertising appeals have direct impact on customer purchasing intension. However previous researchers found that the argument is valid only for some contexts. Therefore main purpose of this research was to examine the impact of advertising appeals in promoting mobile internet packages on consumer purchase intention. Further it was attempt to compare the effectiveness of the different types of adverting appeals on purchase intention, thus to identify the most significant advertising appeal to be used in promoting mobile internet packages. A variety of literatures in particular fields were reviewed to determine the measurement of independent and dependent variables. The primary data was collected using a well-structured questionnaire and the sample represented any Sri Lankan mobile internet package user or potential user in the Colombo district mainly in age between 18 years – 35 years. To determine the reliability and validity of the study, a factor analysis was carried out. Secondly the impact of different adverting appeals on purchase intention and their significance were examined through a regression analysis. According to the analysis the researchers could make a conclusion that rational appeal and emotional appeal have a significant impact on purchase intention and that rational appeal has a more significantly positive impact on purchase intention than emotional appeal in the Sri Lankan mobile internet package advertising scenario.
- «
- 1 (current)
- 2
- 3
- »