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7th-2022
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Recent submissions

7th-2022: Recent submissions

Now showing items 1-20 of 95

Trust and Determinants of Purchasing Intention of Organic Food Products among Young Consumers with Special Reference to The Matara District Market

Wanniarachchi, L. U. P.; Gayathree, D. A. G. P. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Organic food has emerged as a critical topic due to its role in mitigating risks to public health for farm workers, their families, and consumers by reducing exposure to harmful chemicals in the environment and in food. ...
The Role of YouTube Unboxing Review Videos on Smartphone Purchase Intention: A Case on Gen z and Millennials in Sri Lanka

Silva, H. P. D.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

User-generated videos (UGVs), created by users rather than manufacturers or sellers, have gained substantial popularity among social media users, particularly Gen Z and Millennials. Platforms such as YouTube have facilitated ...
The Role of Corporate Social Responsibility (CSR) on Brand Loyalty, Specifically in Relation to the Telecommunication Industry in Sri Lanka

Suranjan, M.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Given the contemporary emphasis on Corporate Social Responsibility (CSR) across various business enterprises, this research aims to investigate the impact of CSR on brand loyalty, with a particular focus on the telecommunication ...
The Role of Brand Love in Developing Customer Purchase Intention with Special Reference to Smartphone Industry of Sri Lanka

Lakmal, D. M. N.; Gunawardhana, W. A. D. N. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In Sri Lanka, numerous smartphone brands have attracted distinct groups of customers, making it valuable to explore the reasons behind customers' choices for particular brands. This study aims to understand why customers ...
The Influence of Social Media Information Sharing on Green Fashion Purchase Intention in Sri Lanka

Wickramarathne, N. O.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The trend of "Going Green" in fashion has gained considerable popularity, with consumer interest in environmentally friendly and sustainably sourced fashion being significantly influenced by social media content. This paper ...
The Individual Social Media Influencer Elements that Affect Instagram Users' Purchase Intension to Buy Fashion Accessories

Nanayakkara, K. H. B.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Influencer marketing is experiencing rapid global growth, prompting marketers to consider it a vital component of their marketing strategies. Fashion has increasingly garnered attention, permeating various aspects of daily ...
The Impact of YouTube Food Influencer’s Reviews on Consumer Purchase Intention of the Fast-Food Restaurant Industry with Special Reference to Western Province in Sri Lanka

Ekanayake, E. A. R. H.; Medis, L. A. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Social media has revolutionized how people connect, communicate, and engage. Influencer marketing has emerged as a prominent trend in digital marketing, with YouTube being the second-largest social media platform playing ...
The Impact of Visual Merchandising Strategy on Patronage Intentions: with Special References on Supermarket in Western Province

Dharmasiri, R. M. Madhuranga; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The supermarket sector is a significant contributor to Sri Lanka's economy. Given the intense competition within the modern trade sector, attracting new customers and implementing creative strategies to retain a loyal ...
The Impact of Visual Merchandising Strategies on Impulse Buying Behavior towards Fashion Retail Industry: Special Reference to Y Generation Customer in Western Province

Kumari, K. A. G. S.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Retailers utilize visual marketing strategies to differentiate their products from competitors and to enhance product desirability amid increased competition and commodity similarity. Impulse buying occurs when a consumer ...
The Impact of Viral Marketing on Impulsive Buying in Online Fashion Retail Industry: Examining the Mediating Effect of Online Trust

Rajapaksha, L. Y. G. I. D.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In the contemporary commercial landscape, consumers worldwide increasingly purchase a variety of products, including fashion items, through online channels. This trend has led to a rise in impulsive buying, often driven ...
The Impact of TV Advertising on Consumer Buying Behavior in FMCG Industry in Sri Lanka with Special Reference in Personal Care Items (Bathing Soaps)

Madhushan, L. K.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Television advertising is a highly effective tool for delivering messages through audio and video to target audiences, playing a crucial role in persuading, informing, and reminding both potential and existing consumers ...
The Impact of Store Atmosphere on Impulse Buying Behavior: A study in Modern Trade Outlet in Western Province

Prarthana, T. G. T.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

As modern trade continues to gain popularity in Sri Lanka, competition among modern trade retailers has intensified. This study aims to investigate the effect of store atmosphere on impulse buying behavior. The research ...
The Impact of Store Atmosphere on Customer Patronage Intention with Special Reference to Super Market Industry in Western Province of Sri Lanka

Dharmadasa, W. G. R. N.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Supermarkets represent one of the fastest-growing sectors in the retail industry. As competition intensifies, store atmosphere has become an increasingly critical factor for modern trade retailers. With the trends towards ...
The Impact of Store Atmosphere on Consumer Purchase Intention: Moderating Effect of Gender with Special Reference to ARPICO Super Centers in Colombo District

Gayathri, D. P.; Wanninayake, W. M. C. B. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The purpose of this research is to investigate the impact of store atmosphere on customer purchase intention at ARPICO Super Centers located in the Colombo district and to examine how gender, as a demographic variable, ...
The Impact of Social Media Word of Mouth on Visit Intention towards Classified Hotels in Southern Coastal Area of Sri Lanka

Dedunu, W. H.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The advancements and growth in technology have facilitated the expansion of social media, and virtually all types of hotels in the tourism sector now maintain a significant presence on these platforms. This study aims to ...
The Impact of Social Media Marketing on Brand Trust: with Special Reference to Cosmetic Industry in Sri Lanka

Disanayake, D. M. G. S.; Gunawardane, W. A. D. N. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In the Sri Lankan cosmetics sector, establishing brand trust is identified as a significant challenge faced by marketers amidst the current competitive landscape. This research investigates the impact of social media ...
The Impact of Opinion Leaders on Consumer Purchasing Intention of Cosmetics Industry in Sri Lanka: Mediating Effect of Brand Trust

Hansaka, M. P. L.; Herath, H. M. R. P. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The study aims to analyze the impact of Opinion Leaders on consumer purchasing intention within the cosmetics industry in Sri Lanka. According to Index Box 2021, the cosmetics industry in Sri Lanka has experienced significant ...
The Impact of Online Visual Merchandising on Customer Purchasing Intention in Online Fashion Retail Industry of Sri Lanka Z Generation: Examining Moderating Impact of Customer Involvement

Chathurangi, H. D. S. C.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This study aims to investigate the effect of online visual merchandising on the purchase intention of Generation Z customers for online retail fashion stores in Sri Lanka, and to examine the role of customer involvement ...
The Impact of Online Relationship Marketing Strategies on Brand Loyalty During the COVID19 Pandemic with Special Reference to Life Insurance Industry in Sri Lanka

Liyange, L. S. M.; Weerasiri, R. A. S. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The focus of this study is on the digital marketing strategies for life insurance during the pandemic and the consequent lockdown and shutdown periods. The objective was to analyze the digital transformation of marketing ...
Mobile Banking and Customer Satisfaction during COVID 19 in the Licensed Commercial Banks in Sri Lanka

Wickramasinghe, W. N. S.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The primary objective of this study is to assess the impact of mobile banking on customer satisfaction. This research investigates the current level of customer satisfaction concerning mobile banking. It identifies the ...

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