Symposia & Conferences

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The Emotional Impact of Newspaper Headline on Customer Purchase Intention
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ilangarathna, M. P. S. S.; Udara, S. W. I.
This study explores the emotional impact of newspaper headlines on customer purchase intentions, focusing on key elements such as language style, headline structure, headline content, and headline font. Headlines serve as the first point of contact between readers and newspapers, significantly influencing consumer behaviour. While emotional marketing has been extensively studied in advertising, its role in the newspaper industry remains underexplored. This research addresses gaps in literature by analysing how the interplay of emotional and structural elements in headlines impacts purchasing decisions. The study also aims to provide actionable insights for newspaper publishers, editors, and marketers striving to enhance readership and adapt to the evolving media landscape. A quantitative cross-sectional design was employed to investigate the relationships between headline characteristics and purchase intention. Data were collected from 331 respondents using a structured questionnaire that assessed their perceptions of newspaper headlines. The sample was demographically diverse, ensuring representativeness. Statistical analyses, including descriptive statistics, correlation analysis, and multiple regression, were conducted to examine the predictive power of language style, structure, content, and font on purchase intention. The survey measured variables using a five-point Likert scale, enabling an in-depth understanding of reader preferences and behaviours. The findings reveal that language style and headline content are the most significant predictors of purchase intention. Headlines employing emotionally charged language and addressing timely, relevant topics generate higher consumer interest. Headline Structure, such as headline length, punctuation, and organisation, play a moderate role in capturing attention and enhancing readability. In contrast, font attributes like size, boldness, and typeface contribute minimally to purchase decisions but are still important for visual appeal. The results also show that emotionally resonant headlines, such as those using dramatic or evocative language, are more likely to engage readers than strictly factual ones. These insights underscore the need for a strategic balance between emotional appeal and factual accuracy in crafting headlines. The study is geographically limited to Sri Lanka, which may affect the generalisability of the findings to other contexts. Additionally, reliance on self-reported data poses the risk of response bias. Future research could address these limitations by incorporating a more diverse, cross-cultural sample and exploring additional variables such as digital consumption patterns. The study offers valuable theoretical and practical contributions. It extends emotional marketing theories to the newspaper industry, highlighting the importance of emotionally engaging headlines in driving consumer behaviour. Practically, the findings provide newspaper publishers and editors with evidence-based guidelines for designing effective headlines that resonate with readers. For instance, emphasising emotional keywords and relevant content while maintaining structural simplicity can enhance purchase intention. The study also calls for integrating digital strategies, such as interactive and multimedia headlines, to attract a tech-savvy audience. Future research could investigate cultural differences in headline preferences and the impact of emerging technologies on consumer engagement.
Study on Consumer Behavior towards Branded Garment Products in Sri Lanka (Special Reference to Gampaha District).
(Department of Marketing Management, University of Kelaniya, 2016) Thanushka, K.S.; Jayarathne, W.A.
In the current world situation, by each and every minute customer needs and wants are rapidly changing due to globalization. Consumer’s buyer behavior and the resulting purchase decision are strongly influenced by cultural, social, personal and psychological characteristics. An understanding of the influence of these factors is essential for marketers in order to develop suitable marketing mixes to appeal to the target customer. But here the researcher only focuses her attention to four factors, such as social, cultural, psychological and marketing mix. Here in this, the researcher specially focuses the attention into Gampaha district’s consumer and their purchasing behavior. So this research is very important to identify, the role played by branded clothes on consumer’s perception in Sri Lankan context. The Sri Lankan fashion industry also contributes a considerable amount to the economy. Also the research is significant not only to marketers and organizations, but also to other segments like: entire society, business community, entrepreneurs, customers, policy makers, etc. The key objective is to examine the influence of Socio- cultural factors behind customer behavior towards branded garment products. Questionnaire based sample analysis is the base of this study. The sample consisted of 100 respondents who live in Gampaha. Those questions were used to measure the opinions of customers, and critically evaluated by using SPSS. The conclusion of this study is that there is no strong relationship between factors (social, cultural, psychological and marketing mix) with the Gampaha district consumer’s buying behavior.

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