Browsing by Author "Chandramohan, S."

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Consumer Brand Engagement on Social Media: A Review of Typology and Message Strategy for Marketers
(International Conference on Business and Information (ICBI – 2019), [Doctoral Colloquium], Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2019) Chandramohan, S.
Marketer’s brand communication has been continuously being challenged in the modern social media platform. Various studies indicate organizations are facing significant complexities in understanding consumers’ social media engagement globally. As such this study attempts to investigate the literature in brand communication and typology strategies by the organization. Three main strategies were identified as functional, transformational and interactional. While the functional strategy focuses mainly on the fundamental information, organizations wanted to convey the transformational strategic focuses on the consumer psychological aspects. Functional and transformational strategies were coming from rigorous research finding and have been used in the traditional media over four decades. However, social media platform has given a new dimension for the marketers where the organizations can interact with the consumers at a personal level. The literatures indicate the further research is required on the interactional strategies and the optimal combination of using different strategies in brand communication. Also this study attempts to understand the transmission of the brand content communication and its impact on the organizational boarder marketing objectives.
Impact of Teaching and Learning Environment on Student Engagement: Moderating Effect of Education Technology Adaption in Higher Education in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, 2021) Chandramohan, S.; Yatigammana, M.R.K.N.
The student engagement concept has been a key determinant in the success of a higher education. Student engagement is proven to have multiple benefits to an academic institution where it has positive influence on the student satisfaction, academic performance, retention and overall loyalty towards the institution. However, what influence the student engagement needed further investigation. Therefore, this study is an attempt investigate the influencing variable of the student engagement in the higher education institution in Sri Lanka. Further this study extends its investigation on the education technology and its moderating influence over the student engagement. Based on the theoretical guidance of theory of involvement and the child development theory of Bioecological model, the student engagement has been investigated from the learning and teaching environment perspective. In the teaching and learning environment four variables namely Teaching, Teacher- Student Relationship, StudentPeer relationship and campus environment was investigated against the cognitive, affective and behavioral engagement of students. The study also integrated the education technology through the technology adaption model for the moderation influence over the student engagement. Empirical investigation was performed on state and non-state undergraduate and postgraduate students and, it was evident that the student engagement has been influenced by the teaching and learning environment variables. Out of the variables Teaching variable have scored significantly with the higher coefficient value followed by Student Peer Relationship and Campus Environment. The teacher- student relationship has shown less significant in the outcome. The moderation variable of education technology has shown a significant contribution to the overall model fitness.
IMPACT OF TEACHING AND LEARNING ENVIRONMENT ON STUDENT ENGAGEMENT; MODERATING IMPACT OF THE BEHAVIORAL INTENTION IN HIGHER EDUCATION IN SRI LANKA
(2024) Chandramohan, S.
Higher education institutions globally face challenges in addressing student satisfaction, retention, loyalty, academic performance, and employability. In Sri Lanka, these challenges are particularly pressing for both state and non-state universities, with student retention and employability being key concerns. The global pandemic and subsequent economic crisis have exacerbated these challenges, compelling universities to shift to virtual classrooms and digitalized activities. However, this rapid transition has raised concerns about fulfilling the fundamental objectives of higher education. This study aims to investigate student engagement, a critical factor within the control of universities, to address these challenges effectively. Grounded in Astin’s Theory of Involvement (1984), Bronfenbrenner and Ceci’s Ecological System Theory, and Kember and Leung’s Teaching and Learning Environment Model, this research explores the variables influencing student engagement in Sri Lankan higher education. Additionally, technology adoption models are employed to assess the moderating role of technology in student engagement. A deductive approach was adopted, with data collected from students in both state and non-state universities. The findings reveal that Teaching, Student-Peer Relationships, Teacher-Student Relationships, and the Campus and Institutional Environment positively influence student engagement. Furthermore, the study highlights that technology integration plays a significant moderating role in shaping engagement outcomes. These results provide valuable insights into enhancing student engagement amidst technological disruptions. The research establishes a comprehensive model tailored to the Sri Lankan context, emphasizing the importance of effective teaching strategies, supportive relationships, and a conducive institutional environment. It also underscores the necessity of managing technology integration to ensure it enhances rather than hinders engagement. The findings contribute to the broader understanding of how higher education institutions can address contemporary challenges and enhance student outcomes effectively.
A Study on Antecedent of Student Engagement and the Implication of Education Technology in the Higher Education Sector in Sri Lanka
(Faculty of Commerce and Management Studies University of Kelaniya, Sri Lanka, 2020) Chandramohan, S.
The student engagement is long researched, yet a complex concept. Researchers have found a significant relationship between learning outcome and the student engagement. The seminal work in student higher education research, the theory of involvement, has given the researcher the theoretical underpinning on the student engagement. Though the concept of engagement has been revolving in and around the teaching and learning environment, the holistic view to understand student engagement requires more focus. Also, Educational technology is considered to be one of the greatest tools for the higher education institutions to achieve their multi- dimensional objectives. However, with the increasing complication in the overall higher education landscape, studies argue that higher education institutions do not seem to have a clear strategy for a meaningful educational technology engagement with students. With this broader context, this study aims to explore the holistic view in conceptualizing the antecedent variable in the development of the student engagement concept in the higher education sector in Sri Lanka and the educational technological influence over the holistic constructs in the student engagement factors. A thematic literature review followed by a regression analysis will be used to reach the findings of the study. Astin's theory of involvement (1983) is the key underpinning theory of this study and this study attempts to investigate the involvement of the teaching and learning environment to enhance the student engagement. The academic teaching and learning environment included the large spectrum of university and the academic challenges, peer collaboration among students and the student capabilities of understanding the environment. In order to get the educational technological influence to the student engagement, the conceptual framework has been extended with the education technology variable based on the typology analysis of education technology which is proposed by Bower & Torrington, (2020).