Recent Submissions
Factors Influence on the Development of Corporate Entrepreneurship on the Large Organizations in Sri Lanka: A Narrative-Based Model
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Divakara, S.
Corporate entrepreneurship is defined as entrepreneurs within the organization, thus corporate entrepreneurs play an imperative role in the growth of organizations. A booming trend in researching the concept of corporate entrepreneurship stimulated the performance of the business lexicon during the past two to three decades. This research focused on the exploration of influencing factors for the development of corporate entrepreneurs in large organizations in the context of Sri Lankan.
The study focused on a qualitative approach and conducted in-depth interviews in order to explore first-hand contemporary knowledge in relation to their businesses. Corporate entrepreneurs are identified as the driving arms with business knowledge of the organizations and initiate required implementation aligned to the prevailing market trends. Hence influencing factors imperatively contribute to the development of corporate entrepreneurship in the process of decision making, creativity, innovation and strategic renewal. The study revealed answers to the question of how corporate entrepreneurship develop within the organization and how that effect on organizational growth.
The study conducted in-depth interviews selecting ten most prominent corporate entrepreneurs in the large scale industries of the context using purposive sampling and analyzed the transcripts followed to narrative inquiry associating the software NVivo 12. The literature enabled to converge the findings into three areas of individual, organizational and environmental. Derived important themes related to the study scope and context that would enable to enhance to practice as the betterment of the relevant industry.
Impact of Behavioural Intention on E-Wallet Usage During Covid-19 Period: A Study from Sri Lanka
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Jesuthasan, S.; Umakanth, N.
In recent years, there is a noticeable increase in cashless transactions due to financial technology development. With the enhancement of fin-tech products like e-wallet, most consumers shift from cash-based transactions to cashless. In particular, locked down Citizens of the country had no other choice than to stay at home due to the COVID-19 pandemic in Sri Lanka. The social distancing and avoidance of physical touch were the significant measures to escape from the COVID-19 virus. The use of digital transactions and electronic cash transfers was encouraged in every nook and corner of the country. The present empirical study aimed to investigate the significant predictors of behavioral intention on e-wallet usage during the COVID-19 period. This study adopted a practical research design to the online survey method to gather e-wallet users' perceptions in the study area by applying an extended technology acceptance model (TAM). The present study follows the quantitative approach to gathering data from 500 respondents using a Google Form. And collected data were analyzed using the regression model. The results indicate that Attitude, perceived usefulness, perceived ease of use, perceived cost, perceived Risk, and COVID – 19 are the positive and significant predictors of e-wallet usage. In contrast, perceived usefulness, Subjective norms, and facilitating conditions do not significantly influence e-wallet usage. Further, e-wallets usage should be encouraged to avoid unnecessary visits to banks, implement social distancing, avoid physical touch while exchanging cash amid the COVID-19 pandemic in Sri Lanka and create a positive attitude among citizens of the country towards the adoption of a cashless economy. Finally, this study helps the digital marketplace's service providers understand the usefulness of using e-wallet for transaction purposes.
Factors influencing the Purchase Intention of Green Packaging among Millennials in Gampaha District of Sri Lanka
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Munasinghe, P. M.; Shantha, A. A.
Fast moving consumer goods sector is one of the expanding industries that influences on the green marketing issues. This study seeks to understand how the impact of green packaging on consumer purchasing intention among millennial generation in Gampaha District. The main objective is “to identify the factors that mostly influence on millennial consumer’s green packaging purchase intention”. According to comprehensive literature review, the researcher identified 4 variables of purchase intention namely; Product Characteristics, Environmental Concern, Government Role and Demographic Factors. Further, researcher was able to recognize the most enhancing components for some independent variables. Then, examined the hypothesis by using PLS-SEM except the Demographic Factors. Therefore, Education, Income and Gender under demographic variables tested chi-square test, Pearson correlation and significances by using SPSS. The researcher distributed questionnaires randomly to selected sample of 200 respondents selected under the multi stage sampling method according to a proportion within the 8 GN Divisions out of 37 in Kelaniya DS Division in Gampaha District who age between 18 – 35 years. All examined variables determined positive relationship with Purchasing Intention except Gender. However, the outcomes represented that no significant effect of Government Role, Environmental Concern, Income, Gender and Investment of Government under the Government Role but other mentioned variables recorded 95% significant on Purchasing Intention. The study identified that younger generation has an awareness and knowledge about ecological behavior. The implications of this study formed awareness into buying intention towards ecological packaging which can be used by FMCG businesses in Sri Lanka when deigning product packages.
Impact of Social Media Advertising on Consumer Buying Behaviour: With Special Reference to Fast Fashion Industry
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Bandara, D. M. D.
Recently, social media advertising has become a key component of the most successful fashion brands' marketing strategies. With the rise of social media, the majority of fashion retailers have started to identify the opportunities of using social media networks to attract new customers. The purpose of this study is to explore the impact of social media advertising on consumer buying behavior towards fast fashion. Along with the study, it measures the overall impact of social media advertising on the consumer decision making process in line with fast fashion industry.
This study adopts a descriptive quantitative research design and data was collected through self-administrated questionnaire. The population of this study is taken from active social media users in Western province and a sample of 300 consumers was selected using the convenience sampling method. The hypotheses were tested using Correlation and Regression analysis since the purpose of the study is to measure the impact of each independent variable on the chosen dependent variable.
The present study revealed that social media advertising has a positive influence on consumer buying behavior towards the fast fashion industry. Three independent variables out of four, namely entertainment, familiarity, and social imaging, have a significant influence on consumer behavior, while the remaining variable, advertising expenditure, has no statistically significant influence. Also the study provides valuable implications for the fast fashion industry, allowing marketers to use the findings to identify their consumers' real buying behavior in a digital environment and make decisions accordingly.
Drivers of the Purchasing Intention Provoked Via Facebook Advertising of Millennial Sri Lankans
(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Gayathree, D. A. G. P. K.; Bandara, B. S. S. U.; Thennakoon, N.
Advertising plays a significant role in the current business world. In the digital platform, social media advertising is a new trend in developed and developing countries. In Sri Lanka, Facebook advertising covered a vaster audience compared to other platforms. There is a significant challenge to the business organizations in designing Facebook ads to successfully attract the target audience and motivate them to purchase the advertised products. Therefore, the primary purpose of the study is to analyze the effect of Facebook advertising to predict millennial consumers' purchase intention.
The conceptual framework comprises of performance expectancy, along with informativeness and perceived relevance. Further, gender plays a moderating role in this study. The data collected using a self-directed questionnaire distributed among 200 participants. The findings revealed that gender moderates the relationship between perceived relevance and performance expectancy and informativeness and performance expectancy. Informativeness of advertisements was a significant factor in purchasing intention.