Symposia & Conferences
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Item Use of Social Media in Professional Education: A Cross-Sectional Study among Teachers in India and Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Kurian, S.; De Alwis, A. C.; Padmasiri, M. K. D.; Ramanathan, H. N.; Chacko, P. S.Teachers are sophisticated users of social media. Although the faculty personal use of social media has shown ever-increasing trend the professional use of social media has lagged somewhat behind. A majority of faculty now uses social media in a professional context (including all aspects of their profession outside of teaching). The number of teachers who use social media in the classroom still does not represent a majority. They refer to different sites to match their varying personal, professional, and teaching needs. In general, they see considerable potential in the application of social media and technology to their teaching, but not without a number of serious barriers. Thus, the purpose of this paper is to investigate the effects of performance expectancy, effort expectancy, social influence and facilitating conditions of acceptance of social media in teaching and learning activities and the barriers that inhibit the minds of the management faculty in the use of it. The results indicate a positive inclination among teachers towards the use of social media for teaching-learning purposes with each of the indicator variables, performance expectancy, effort expectancy, social influence and facilitating conditions measuring higher than the benchmark. The dominant factor which emerged as a barrier to the usage of social media by the teachers was the lack of integration of social media with the learning management system.Item Study on Social Media Marketing for Small Restaurants in Coimbatore District, Tamil Nadu, India.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) David, A. Sudhahar, J. C.Social media marketing is an emerging business trend. In today’s world we can see that millions of people are using social media platforms for various reasons. In early stages of development of social media websites, the concept was that social media is used just for communication between family and friends. This concept has totally changed to a new dimension. In today’s business environment we can see that many companies use social media and reap the benefits of social media in business. In this paper we carefully analyze the benefits of social media, its drawbacks, integration of social media into small restaurants in Coimbatore district. The judgmental sampling method was used to collect the data. The results showed that modern marketing concepts are slowly being implemented in small restaurants. Facebook and Instagram were found to be the most effective social media channels for the small restaurants as per the findings. 120 questionnaires were distributed during the period of study, out of which only 50 genuine responses were gathered. Other responses were either partially filled or were found of errors. Social media although is only a small portion of digital marketing. It is also one of the most effective ways to communicate to the general society.Item Impact of Social Media Characteristics on Consumer Buying Decision Process in Western Province, Sri Lanka.(8th International Conference on Business & Information ICBI – 2017, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2017) Madhuhansi, W. H. T.The study intends to investigate how social media characteristics impact on each stage of the consumer buying decision process in Sri Lankan context. For the study, quantitative research method was used and a sample of 147 respondents was selected by snowball sampling method. Primary data was used for achieving research objectives and self-administered, structured questionnaires were used for the data collection. The research reveals that all the stages are influenced by social media characteristics but the strongest impacts are on post- purchase stage, information stage and evaluation stage respectively. The research has found the current situation for social media in Sri Lanka, the most influential stage in the consumer buying decision process, the recommendations for marketers in their decision making process and implementing particular strategies while highlighting the seriousness of concerning social media effectively.Item DIGITAL MARKETING IN THE BOOK INDUSTRY.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Nascimento, S.P.R.Marketing in the book industry has followed the same strategies. Digital marketing has scarcely been used by companies such as the Portuguese bookstore franchise Bertrand. Bertrand is one of the oldest bookstores in the world. Nowadays, consumers tend to look at social media (i.e Facebook and Instagram) as a way to learn about new products, sales and product reviews. According to Solomon in “Consumer behavior: A European perspective” buyers take into account mouth to mouth information far more than advertising. They seek opinions of others to know if the product is reliable or not. We are to pursue this concept applied to major book companies, comparing those who use the principles of Digital Marketing and those who have classic marketing strategies. Bookdepository and Amazon have been proficient in using digital marketing as an efficient tool to attract readers. What I propose is analyzing how digital marketing can boost the book industry and change the consumers’ perspective on book consumption.Item The Impact of Social Media on Brand Image: A Study of Higher Education Industry in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Fernando, S.R.C.; Wijesundara, C.B.The basic purpose behind this research is to find out the impact of successful Social web. Companies are constantly monitor its changes of the brand image. However it’s also necessary for them to take into account the rapid spread of social media and the rising number of social media users. Each company’s aim is to create positive brand image or if not positive, then at least an image that will lead to profitable results, leading positions on the market and opportunities for future growth. Therefore the analysis of social media and what is the effectiveness of social media platforms on organizations image toward brands will provide efficient and helpful insights for companies. Based on a sample of 200 respondents drawn from students of higher education institutes in Colombo, the study measured the relationship between social media and brand image following the quantitative methodology of conducting research. Researcher utilized the questionnaire method as the mean of primary data collection. Gathered data was analyzed using SPSS software and correlation and regression were used as the main inferential statistics to verify the relationship. Findings from this study provide some insights for the higher education industry. Firstly, with the use of social media, companies can create and enhance its brand image and subsequently lead to attract customers. Especially in private sector universities need to attract more customers to make the profit. But when it comes to the state universities it is important to create and maintain the relationship between students and university. However, marketers must keep in mind that the Social media is a great tool that influences brand image as social media is two way communication method. While the viral marketing information is seem to be trusted by users, marketers should prioritize and implement them in their advertising strategy.Item Impact of Social Media on Brand Loyalty: A Study of Telecommunication Companies in Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Herzallah, F.M.F.; Jayarathna, L.C.H.The mobile telecommunication sector in Sri Lanka is very much competitive and this competitive trend is increasing. The subscribers now have various alternatives to choose according to their convenience. Therefore, to maintain the leading position in the market, mobile operators have to identify the factors related to customer satisfaction and loyalty. This paper aims to investigate the relationship between brand community presence on social media platforms and its impact on consumer brand loyalty while empirically analyze the ability of a brand to constantly interact with consumers on social media, and its impact on their loyalty. The study as a causal research will be conducted to understand the significance and impact of social media of telecommunication companies in Sri Lanka on Facebook on customer loyalty on the online platform. Accordingly, brand community and interactivity will consider as the independent variables where brand loyalty be the dependent variable in the conceptual model of the study. The population of the study is represented by the customers of mobile service providers working in the Sri Lankan market (Dialog, Moabitel, Etisalat, Airtel and Hutch). This study will contribute to determine how the social media platforms shape brand loyalty online and to what degree they are effective in making consumers forever be faithful to the brand. Hence, the study will provide a valuable contribution to the mobile service providers in Sri Lanka for decision making on their brand loyalty.Item Impact of Social Media Networking on Employees’ Productivity(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Weerasekara, S.H.S.M.Success of any organizations depends on the efficiency of employees. Organizational success generally will determined by employees who believed as you of the main belongings of any group because they are with the capacity of creating value and permit organizations have a lasting competitive benefit. According to the “Social Media and workplace 2012 Report”, the top-line finding that jumped out at me was this: 75 % of workers access social media on the job from their personal mobile devices at least once a day, and 60% access it multiple times a day. Many people comment on many aspects about this statement. However, when considering the IT industry, 71% of organizations block social networks in their organizations because they think that the employees spend more and more time on social media engaging in non-work related activities. So there is different ideas populated in the society and some surveys says that there is impact between social media networking and the employees productivity and some other surveys saying that is no impact between social media networking and the employees productivity. So there is a research gap between these two ideas. Therefore, this study designed to find impacts of social media networking on employees productivity and to find that what is the optimum level of social media networking impact to the employees productivity and to find that the reasons for social media networking in the working hours. The objectives of the study are to find out the Optimum level of social media networking, impact on employees productivity to identify the impacts from social media network to the Employees productivity and to identify the main social media sites which used to access in IT Industry and the reasons for accessing in working hours. Pilot survey conducted after making a rough questionnaire that constructed by extracting questions from recognized questions distributed among two organization of sample population and feedbacks and comments taken to adjust the questionnaire. Primary data gathered using surveys, interviews, and direct observations.Item Impact of Social Media Characteristics on Knowledge Sharing: With Special Reference to Facebook(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Jayathilake, M.K.; Jayarathna, L.C.H.Social media is not a new phenomenon for the research culture in the world nowadays. Academics and researchers are interested in the effects of social media on different figures, with a specific focus on the most popular social media website; Facebook. With the dawn of social web initiatives, some argued that these new emerging tools might be useful in knowledge sharing through providing interactive and collaborative technologies in the society. This research will strive to study how far Facebook can contribute to the knowledge sharing purpose of its users by testing an adapted model for social media and tacit knowledge sharing developed by Panahi , Watson , & Partridge, (2012). Accordingly, five characteristics of social media which were identified by the model developers, as main components towards knowledge sharing, will be used in the conceptual model of the study. They are social interactions, experience sharing, observations, informal relationship and mutual trust. A sample of Sri Lankan employees in the eighteen to thirty four age group who use Facebook as their primary social media network will participate as the respondents of the study. Descriptive statistics, frequency analysis and multiple regression analysis will be applied in the study as the statistical tools. This study fills a gap in literature by acknowledging the findings of the study which developed a model for social media and tacit knowledge sharing; hence it will test and validate the model in most popular social media network in Sri Lanka.Item Contribution of Generation Z Characteristics on Brand Dilution: A Case on Phone Industry Sri Lanka(Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2016) Pemerathna, A.H.S.The Underlying intention of this research is to identify the significance of generation Z idiosyncrasy and its influence on the brand dilution. This research would try to correlate the social characteristics of the mentioned generations and the consequential brand impact on modern business. Literature review was abstracted on the cultural aspects buyer behaviors and attitude movements of the generation Z, while the realism ontology was followed in creating the research methodology with interviews. Qualitative tools and methodologies were used to collect data and the interviews were the main tool while patterns identified through data coding. Analysis has proven that digital divine has limited the Sri Lankan society from all transformed anti millennia generation, where claimed personalities of Generation Z as well known it mostly exist in urban societies than rural. However, the backbone characteristics like social media, brand waring personality is commonly found in both the categories. While contributing to the academia of the country the research is expected to shade light on the marketing fraternity and top brand decision makers who would look up to sell most of their products to this new Generation.