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7th-2022
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Recent submissions

7th-2022: Recent submissions

Now showing items 41-60 of 95

The Impact of Advertising Appeals on Purchasing Intention with Special Reference to Social Media Advertisements of Mobile Data Packages in Sri Lanka

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

In today's highly competitive business environment, marketers heavily rely on advertising to maintain a competitive edge. The mobile data service market in Sri Lanka is a sector where market players predominantly compete ...
Social Network Advertising towards Brand Loyalty: with Special Reference to the Shampoo Brands in Sri Lanka

Shanaka, G. C.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Currently, the majority of businesses are employing social networks as a marketing tool. This research empirically examines the relationship between Social Network Advertising as the independent variable and Brand Loyalty ...
Proximity & Effects of Customer Relationship Marketing on Customer Retention: An Empirical Study Based on Sri Lankan Life Insurance Companies

Sandamali, B. T. C.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The purpose of this research is to identify the relationship between Customer Relationship Marketing (CRM) and Customer Retention within the life insurance industry. In the current environment, insurance businesses heavily ...
Influence of Facebook Content Marketing on E- Brand Loyalty: Examine the Mediating Effect of Online Consumer Engagement with Special Reference to Telecommunication Industry in Sri Lanka

Thundeniya, L. G. D. T. B.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The continuous advancement in digital technology enables audiences to access updated information through various digital platforms. In the current context, Sri Lankan online audiences are highly engaged with Facebook. ...
Impact of Word-of-mouth Source Credibility on Consumer’s Purchase Intention in Sri Lanka with Special Reference to the Smartphone Industry: Examine the Mediating Effect of Brand Image

Amarasinghe, G. K. A. G. V.; Bandara, B. S. S. U. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Word-of-mouth plays a significant role in the decision-making process when purchasing a new smartphone. The smartphone industry in Sri Lanka, as well as globally, is highly competitive. This study aimed to investigate the ...
Impact of Visual Merchandising on Purchase Intention, the Mediating Effect of Store Image: with Special Reference to the Branded Fashion Retail Chain Western Province in Sri Lanka

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

The art of visual merchandising is considered one of the most effective methods for improving sales and profitability within an organization. Visual merchandising directly impacts the shopping experience, making it essential ...
Impact of the Sensory Branding on Consumer Impulsive Buying Behavior: Moderator as Customer Income Special Reference to Supermarket in Sri Lanka

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

Retailers face challenges in gaining market share due to the rise of globalization and economic crises in Sri Lanka. In response, they are increasingly adopting strategies such as experiential marketing to influence customer ...
Impact of the Determinants of E-WOM Engagement on Consumer Purchase Intention of Clothing Retailers in Sri Lanka

Dilshan, V. T.; Wijenayake, S. I. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

In the current generation, individuals experience consumption, lifestyle, and decision-making processes differently compared to previous generations. Social media has increasingly influenced these aspects, rendering ...
Impact of the Consumer Online Product Reviews on Online Purchase Intention: with Special reference to the Online Food Delivery Industry in Sri Lanka

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

The number of Internet users and the growth of online food delivery services have both increased significantly. As online reviews emerge as a crucial source of product information, research into online consumer reviews has ...
Impact of the Attitude towards Traffic Light Signposting Labels (TLL) and Health Consciousness on Customer Purchase Intention of Sugar Sweetened Beverages (SSB) in Sri Lanka

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

In Sri Lanka, diabetes has emerged as a significant health issue, affecting 9.8% of adults. According to data published by the WHO in 2020, diabetes results in approximately 12,460 deaths annually. Sugar-sweetened beverages ...
Impact of Sustainable Tourism Practices of Hotels on Local Guest Satisfaction Special Reference to Galle Area

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

The tourism industry in Sri Lanka is experiencing rapid growth and remains one of the country’s primary sources of foreign income. As the industry has expanded, new forms of alternative tourism—such as ecotourism, green ...
Impact of Store Atmosphere on Consumer Purchasing Intention with Special Reference to Retail Industry in Sri Lanka

Udayapriya, W. C. K.; Gunawardane, W. A. D. N. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The store atmosphere significantly influences consumer purchasing behavior in fashion retail outlets. Limited studies have been conducted on this topic within the context of Sri Lankan fashion retail outlets. Consequently, ...
Impact of Social Media User Generated Content (UGC) on Online Purchase Intention: with Special Reference to Retail Fashion Industry, in Sri Lanka

Madhuranga, M. P. T. S.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Online purchasing has become a pivotal aspect of the global market. In the Sri Lankan retail fashion industry, there has been an increase in online sales values. However, there has been a noticeable decline in the rate of ...
Impact of Social Media Content on Buying Behavior of Youth in Colombo: Special Reference to Fast Food Franchise Industry

Weerasinghe, W. S. D. N. P.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

This paper aims to examine the impact of social media content on buying behavior within the context of the Fast Food Franchise industry, focusing on youth in Colombo. Specifically, the research seeks to evaluate the ...
Impact of Social Media Advertising on Consumer Purchasing Intention towards Fast Food Industry in Sri Lanka: Mediating Effect of Brand Image

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

The research on "Impact of Social Media Advertising on Consumer Purchasing Intention Towards the Fast Food Industry in Sri Lanka: Mediating Effect of Brand Image" aims to examine whether social media advertising attracts ...
Impact of Social Capital on Customer Satisfaction: A Case of the Sri Lankan Banking Sector

Dilshan, J. V. G. A. S.; Patabendige, S. S. J. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

Customer satisfaction is a crucial element in the modern business landscape, particularly within the banking industry, where it is vital for retaining existing customers and attracting new ones. Various strategies, tools, ...
Impact of Sensory Branding on Brand Switching Behavior with Moderating Effect of Celebrity Endorsement with Special Reference to Sri Lankan Shampoo Industry

Hewawitharana, B. H.; Dissanayake, D. M. R. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2022)

The proliferation of branded café outlets is steadily increasing, with the highest concentration observed in Colombo, where sensory marketing is extensively utilized. However, the impact of sensory marketing strategies on ...
Impact of Sensory Branding On Brand Switching Behavior with Moderating Effect of Celebrity Endorsement with Special Reference to Sri Lankan Shampoo Industry

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

The proliferation of choices has rendered today’s discerning customers more adventurous, presenting a significant challenge for companies to attract new customers and retain existing ones. To address these challenges, ...
Impact of Online Customer Reviews on Purchase Intension with Special Reference to Sri Lankan Tour Packages

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

In today’s constantly connected world, dominated by mobile device usage, social media, and online review sites, traditional word-of-mouth has been supplanted by digital platforms. Previously, businesses relied heavily on ...
Impact of Loyalty Program on Customer Retention with Special Reference to the Fashion Retail Industry in Sri Lanka

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

In the context of a globalized economy, businesses are increasingly focused on attracting and retaining existing customers. To achieve this, organizations are investing in various marketing tools, such as loyalty programs, ...

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