Symposia & Conferences
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Item Impact of Social Media Promotions on Customer Brand Love in the Chocolate Industry in Sri Lanka; with the Mediating Effect of Brand Awareness(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dhanawansha, P. P. G. U. S.; Weerasiri, R. A. S.This research aims to investigate how social media promotions influence on customer brand love within the Sri Lankan chocolate industry, with a specific focus on mediating role of brand awareness. As digital marketing is increasingly dominating the branding landscape, it is crucial to understand the mechanisms that foster deep customer relationships, especially in emerging markets like Sri Lanka. While past studies highlight the direct effect of social media marketing, few address the mediating role of brand awareness in developing emotional connections and loyalty. This research addresses this gap, exploring the effectiveness of social media elements such as high-quality content, influencer collaboration and engagement driven posts in increasing brand awareness and deepening consumer engagement. The findings aim to integrate theoretical and practical knowledge, providing strategic insights for marketing in the competitive chocolate industry. Adopting quantitative research with deductive method, the study focuses on consumers within Sri Lanka’s chocolate sector, and who are highly engaged with digital platforms in the chocolate sector in Sri Lanka. A structured questionnaire was used to collect data, combining online surveys distributed through social media and in-person methods to enhance response diversity and minimize bias. A total of 385 valid responses were obtained. Data analysis was conducted using IBM SPSS 23, using descriptive and inferential techniques such as multiple regression and mediation analysis to evaluate the relationships between variables. Tests for reliability and validity ensured that the findings were statistically robust and contextually relevant. Research shows that social media promotions have a significant positive impact on consumer brand love. Brand awareness was identified as a key mediator, strengthening the relationship between promotional activities and consumers’ emotional attachment to chocolate brands. High-quality content, influencer collaborations, and engagement-focused strategies emerged as particularly effective. The study found that content quality had a strong impact on brand love compared to other factors. This suggests that visually appealing and emotionally resonant content is crucial for building deep emotional connections, as consumers respond positively to storytelling elements and relatable messaging. Mediation analysis confirmed that brand awareness plays a key role in bridging the gap between promotional efforts and consumer brand love. Consumers with higher brand awareness demonstrated stronger brand loyalty and advocacy, confirming that familiar and recognizable brands elicit deeper emotional responses. These findings are consistent with existing literature and highlight the importance of engagement-based content in creating lasting customer relationships not only focus content quality of social media promotions. This study contributes to the literature by explaining how social media tactics can drive both visibility and emotional resonance in a niche market such as the chocolate industry in Sri Lanka. Several limitations affected the scope and results of the study. First, the research focused only on the Sri Lankan chocolate industry, limiting the generalizability of the findings to other industries or regions. Cultural and market-specific factors unique to Sri Lanka may affect consumer behavior differently elsewhere. Second, self-reported survey data are susceptible to response biases such as social desirability bias or false memories, which could affect the reliability of the results. While efforts were made to ensure data accuracy, these limitations remain a limitation. Furthermore, the study primarily reflects current consumer behavior and social media trends, capturing a temporary snapshot rather than long-term implications. The rapid evolution of social media platforms and marketing strategies may change the relevance of the findings over time. This study makes theoretical and practical contributions. Theoretically, it expands the understanding of the role of social media promotion and brand awareness mediation in emotional consumer-brand relationships. Contributing to the growing literature on emotional branding and digital marketing, the findings highlight how digital strategies can improve brand visibility and foster emotional connections. Practically, the study provides actionable insights for marketers in the chocolate industry. By leveraging high-quality content, engagement-focused campaigns, and strategic influencer partnerships, brands can improve visibility and emotional resonance with consumers. In addition, these strategies enable brands to allocate marketing resources effectively and maximize return on investment, especially in competitive markets. Small and medium-sized enterprises (SMEs) could particularly benefit, and the findings suggest affordable and effective social media tactics for developing customer loyalty and advocacy related to their brands.Item RAISING BRAND AWARENESS THROUGH SOCIAL MEDIA MARKETING STRATEGY (WAM - WORLD AROUND ME APP - CASE STUDY).(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Gancho, S.This article presents an in-depth case study on how an unknown small start-up tech company with several augmented reality apps transforms itself into an award-winning best-selling app company by raising awareness through a cross-platform social media marketing strategy. Interacting with costumers and potential costumers in different social media platforms helped the company’s portfolio brand raise awareness, engagement and increase interaction with its different audiences. The study focuses on one of the company’s portfolio brand, an augmented reality app that enables you to explore the world around you. Study results show that having an online presence in social media platforms greatly benefited the company’s app sales and helped increase brand awareness. Interacting with costumers directly with an in-house design strategy, in different social media platforms, helped raise awareness for the app, generated engagement with costumers and potential costumers and increased interactions with its audiences which helped increase sales as well. The social media marketing strategy also helped create “buzz” within the tech community and allowed for more partnerships and investment.Item A Study on the Impact of Brand Equity Dimensions on Purchase Intention of Signal Toothpaste with Special Reference to Colombo Area(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Karunaratne, C.M.F.; Fernando, P.M.P.Brand Equity is one of important concepts in Brand Management as well as in academic research. Developing and managing Brand Equity for a brand is considered as a critical issue for most firms. Having number of brands and flavors, causes to create intense competition in the toothpaste industry. Brand Equity has become as an important concept to win this competition and to become as the dominant toothpaste brand in consumers’ mind. With the literature background, this research focuses to identify the impact of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on the purchase intention of Signal toothpaste by adopting Aaker’s brand equity model. Current Signal toothpaste buyers were selected as the population for the study. Convenience sampling technique was used to extract 150 respondents as the sample. Survey method was used as the data collection method and a self-administered, structured questionnaire was distributed among respondents to collect data for the study. Hypothesis were tested by using multiple regression analysis and results showed that both Perceived Quality and Brand Association had a significant positive impact on purchase intention while Brand Awareness and Brand Loyalty do not significantly effect on the purchase intention of Signal toothpaste.Item Impact of Brand Equity towards Purchase Intention: With Special Reference to Comfort Fabric Conditioner Brand in Sri Lanka(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dissanayake, Y.M.H.R.K.; Fernando, P.M.P.Brand equity is one of the significant concepts in brand management, as well as in business practices and academic researches. Developing and properly managing brand equity has been emphasized as an important factor in the current business practices. This research empirically examines the impact of brand equity dimensions on customer purchase intention in relation to Comfort Fabric Conditioner Brand in Sri Lanka. A sample of 200 of consumers in Western Province was selected using convenience sampling methodology and the data were collected under the survey method using self-administrative questionnaires. Correlation and regression analysis were used to check the relationship between independent variables and the dependent variable. The findings can be used when developing brand equity concepts and strategies to products and brands in the market. This is especially valid for a product such as fabric conditioner, which is still at the customer adoption stage in the Sri Lankan context. This study is providing practical recommendations to brand managers on understand customer expectations and purchasing intention when designing their branding strategies.Item The Impact of Country of Origin on Brand Equity: Special Reference to Milk Powder Market in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Gamage, W.B.G.P.S.; Herath, H.M.R.P.35 The Impact of Country of Origin on Brand Equity: Special Reference to Milk Powder Market in Sri Lanka W.B.G.P.S.Gamage Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka\ H.M.R.P.Herath Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka Researcher has focused to study on the impact of Country of Origin on Brand Equity with special reference to milk powder market in Sri Lanka. The key objective of this research is to identify and investigate the dimensions of Brand Equity, critically analyze image of Country of Origin and, analyze and understand the impact made by Country of Origin on Brand Equity. Based on the Literature review, the dimensions of Brand Equity and Country of origin were analyzed in depth.In order to gain the in depth knowledge required for the thesis, a deductive approach was utilized with Questionnaires to collect data. The validity and reliability of the instruments were tested by using appropriate methods. The relationships between country of origin and Brand Equity were examined along with hypotheses developed. Convenience sampling was incorporated to collect the data from the respondents. Simple Regression & Correlation Analysis was conducted to measure the relationship between country of origin and brand equity. Results revealed that there were significant relationships between Country of origin and Brand Awareness, Brand Association, Brand loyalty and Brand Perceived Quality. Building a successful brand requires using creative marketing and branding strategies to create strong brand equity.Item The Impact of Country of Origin on the Brand Equity: The case of University Student in Purchasing Toothpaste in Sri Lankan Market.(Department of Marketing Management, University of Kelaniya, 2016) Gomes, G.H.D.; Ubayachandra, E.G.This study investigates the reflections of country of origin image on consumers brand equity with regard to the Sri Lankan University Students in purchasing toothpaste. The research problem of the study is to check the impact of the Country of Origin on the Brand Equity. Most of the past researchers have focused on impact of country of origin on the consumer buying behavior without considering a specific product category. The key objective of this research is to identify the impact of the country of origin on the dimensions of the brand equity and the specific objectives are to identify the relationship between Country of Origin and the dimensions of Brand Equity which are Brand Awareness, Brand Association, Brand Loyalty and Perceived Quality. This is quantitative research study and the sampling technique includes Judgmental sampling and Quota Sampling. The data collection method was Questionnaires. Sample size was 150 undergraduates from three different universities. To test the hypotheses, correlation analysis and simple regression analysis were performed. According to the Regression Coefficient, Country of Origin affects Brand Equity of Toothpaste purchasing which indicates positive association between the dependent and independent variables. According to the sample analysis, it describes that most of the toothpaste consumers prefer foreign toothpaste brands.Item Impact of Brand Awareness on Purchase Intention: With Special Reference to Mobile Phone Brands(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayasekara, J.M.D.N.; Wijethunga, W.M.H.U.Since the mobile phone market is growing and competitive, to be successful it is important to understand the relationship between brand awareness (BA) and purchase intention (PI). Researches that study the impact of BA on PI are limited, the researcher focused to find the Impact of BA on PI with special reference to Sri Lankan mobile phone brands. The approach of the research study can be categorized as descriptive and correlation oriented. A sample of 385 respondents has been selected based on judgmental and convenience techniques under non probability sampling technique. One sample T-test, mean value and regression analysis were performed to test the hypotheses. Results indicate the level of BA and PI on mobile phone brands among mobile phone customers is high. Further, it was found that there is a positive impact of BA on PI of mobile phone brands among consumers.