Symposia & Conferences
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Item Impact of Out-of-Home Advertising on Customer Purchase Intension of Smartphones: The Moderating Role of Brand Trust with Special Reference to Gen Z in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Marasinghe, T. O. B.; Dissanayake, D. M. R.This study examines the influence of Out-of-Home (OOH) advertising on the purchase intentions of Generation Z consumers in the Sri Lankan smartphone market, focusing on the moderating role of brand trust. While extensive research has been conducted globally on the efficacy of advertising, studies specifically addressing OOH advertising in Sri Lanka, particularly in connection with Generation Z, remain limited. This gap in the literature is critical, given the increasing prominence of OOH advertising in emerging markets like Sri Lanka, where unique cultural and economic dynamics shape consumer behavior. The study contributes to a nuanced understanding of the interplay between visibility, location, frequency, and creativity in OOH campaigns and their influence on consumer behavior. The research adopts a positivist paradigm, employing a quantitative, correlational research design to establish relationships between variables. Data were collected from a sample of 377 respondents through convenience sampling, and SPSS 23 was utilized for analysis. Descriptive statistics, correlation analysis, and multiple regression tests provided insights into the impact of OOH advertising on purchase intentions. The study further employed PROCESS macro modeling to evaluate the moderating effects of brand trust. By integrating Riley’s Retail Gravitation model and the TAB’s Visibility Index alongside established indicators the study offers a comprehensive analytical framework tailored to the Sri Lankan context. The findings reveal a positive correlation between OOH advertising and purchase intentions among Generation Z consumers. Notably, visibility, location, and frequency emerged as significant predictors of purchase intention, highlighting the importance of strategic ad placement and repetitive exposure in capturing consumer attention. However, contrary to existing literature, creativity—traditionally deemed a pivotal element in advertising effectiveness—did not exhibit a significant relationship with purchase intention in this study. The moderating role of brand trust was substantiated, underscoring its capacity to enhance the impact of OOH campaigns on consumer decisions. These results underscore the vital role OOH advertising plays in shaping consumer behavior within the smartphone industry in Sri Lanka. While this study provides valuable insights, it is not without limitations. The reliance on convenience sampling may limit the generalizability of the findings. Furthermore, the study’s focus on Generation Z excludes the perspectives of other demographic groups that might interact differently with OOH advertising. Future research could expand the scope to include diverse consumer segments and explore longitudinal data to capture evolving trends in advertising effectiveness. Practically, the study offers actionable recommendations for marketers in the Sri Lankan smartphone industry. By leveraging findings on visibility, location, and frequency of exposure, brands can optimize their OOH advertising strategies to better engage Generation Z consumers. Moreover, integrating elements that build brand trust, such as transparent messaging and ethical branding, can amplify the efficacy of advertising efforts. As Sri Lanka’s smartphone market continues to grow, this research provides a critical foundation for developing robust, consumer-centric advertising strategies that align with local market dynamics and global best practices. By bridging gaps in the existing literature and offering practical applications, this study contributes to both academic discourse and industry practice, enhancing our understanding of how OOH advertising can impact Purchase intention of Generation Z customers.Item IMPACT OF EMOTIONAL INTELLIGENCE ON EMPLOYEE PERFORMANCE WITH THE MEDIATING EFFECT OF CREATIVITY: A STUDY OF EXECUTIVE LEVEL EMPLOYEES IN ABC (PVT) LTD IN TIRE MANUFACTURING INDUSTRY IN SRI LANKA(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Gunarathne, R.B.I.R.; Jayasinghe, C.This research aims to examines the impact of emotional intelligence on employee performance in executive level employee category in ABC Pvt Ltd, a tire manufacturing company in Sri Lanka, emphasizing the mediation role of creativity. Emotional intelligence, which comprises empathy as well as self-awareness, is increasingly taken to be one of the key determinants of performance, not least in fast-changing organizational environments that are now common. Such relationship can further be empowered toward innovation and problem-solving with creativity. For this using a quantitative cross sectional survey design, 300 executive staff members were the population and a sample of 169 employees were taken. A structured questionnaire measuring emotional intelligence, creativity, and employee performance using a 5-point Likert scale was used to collect data. Statistical analysis performed included correlation and regression through SPSS for establishing relationship and hypotheses testing. Findings of the research demonstrated that emotional intelligence is a significant positive contributor to employee performance levels. This also favors creativity, which influences employee performance. Creativity served as a key mediator in strengthening the relationship between emotional intelligence and its performance outcomes. These results underline the importance of emotional intelligence and creativity in enhancing organizational efficiencies and innovations. This study has identified as crucial emotional intelligence and creativity in enhancing employee performance in the manufacturing sector. Organizations should then consider the necessity of emotional intelligence and creativity development through training and leadership development programs for better productivity and innovation.Item IMPACT OF COGNITIVE SKILLS ON ACADEMIC PERFORMANCE OF FINAL YEAR UNDERGRADUATES WITH THE MODERATING EFFECT OF EXTRACURRICULAR ACTIVITIES: WITH SPECIAL REFERENCE TO UNIVERSITIES IN THE WESTERN PROVINCE(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Livera, W. M. I.; Jayasinghe, C.The objective of this study was to analyze the impact of cognitive skills on the academic performance of undergraduates in Sri Lanka and examine the moderating effect of university extracurricular activities on the relationship between cognitive skills and academic performance of undergraduates in Sri Lanka. Cognitive skills were conceptualized in terms of creativity, problem-solving, and critical thinking. Management Faculty undergraduates from state universities in the Western Province make up the population. In this study, out of the target population, 342 undergraduates were selected as the sample. This study used quantitative research methods, and data were collected through a structured questionnaire distributed to final-year undergraduates in the Western Province. The findings of this study indicate that there is a significant impact of undergraduates’ cognitive skills on academic performance, and that higher levels of extracurricular activities strengthen the relationship between cognitive skills and academic performance. This study's findings provide better guidance for university undergraduates to become more productive and effective through national universities in Sri Lanka. The results of the study could guide the creation of curricula by highlighting the value of encouraging creativity, problem-solving, and critical thinking in management undergraduates. It is recommended that state universities take necessary action to develop undergraduates’ cognitive skills in an appropriate manner.Item THE IMPACT OF CHATGPT ADAPTATION ON CREATIVE THINKING AMONG UNIVERSITY UNDERGRADUATES IN SRI LANKA(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Dilnuwani, W.H.H.; Weerakkody, W.A.S.ChatGPT, developed by OpenAI, is a groundbreaking language model that gained one million users within just five days a milestone that took platforms like Facebook, Instagram, and Twitter much longer to reach 300, 75, and 720 days, respectively. In today’s world, education focuses on skills like creativity and encourages collaborative learning through solving real-life problems. University students are a unique group because of their diverse educational experiences and future career opportunities. This study explores how using ChatGPT affects the creative thinking of university students in Sri Lanka. The results show that ChatGPT positively impacts their creative thinking. Key factors influencing creativity include how often ChatGPT is used and the purpose behind its use. This research provides important insights for schools, universities, students, and policymakers to effectively incorporate ChatGPT into the academic setting.Item Factors Affecting on Consumer Attitude towards Mobile Advertising: with Special Reference to Fast Food Industry(Department of Marketing Management, University of Kelaniya, 2016) Chathurangee, Upeshika.K.L.; Wijesundara, C.B.In Sri Lanka mobile advertising is not used hundred present effectively as mobile advertising is not in its maturity stage. But after identifying consumer attitudes towards mobile advertising, it can be made suggestions for the development of the mobile advertising as a new media. The present research is focused on “the factors effect on consumer attitudes toward mobile advertising and the impact made by those factors on customer attitude with special reference to fast food industry”. The key objective of this research is to find out the factors effect on customer attitudes toward mobile advertising. The specific objectives of this study are to investigate the most prominent factor of mobile advertising that effects on customer attitude and to measure the impact of each factor on the customer attitude. The research design used in the research is quantitative and descriptive research design has been used. The researcher used both primary data as well as secondary data. Researcher has collected primary data by a questionnaire and 200 respondents were participated. The collected data was analyzed by using SPSS and Microsoft Excel. Researcher has found that credibility of the mobile advertisement and permission based advertising highly impact on consumer attitude towards mobile advertising.