Browsing by Author "Gayathree, Poornima K."

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Brand Page Commitment in Creating Green Purchasing Intention of Sri Lankan Young Consumers
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Ekanayake, Gimhani; Gayathree, Poornima K.
Organisations which use social media platforms to market products and services are increasing than ever before. The brand pages of companies comprise of larger fan base and engagement of fans with the content posted on the brand pages are also extremely high. It is questionable whether the content these brand pages post creates intention to purchase the products. Even though many research articles could be found on social media marketing, there was very little research on the impact of brand page commitment on green product purchasing intention among the young consumers in the developing country context. The study focused on the green restaurants market and assessed the user's engagement with brand-related activities in the brand pages of those green restaurants. Further, the impact of this brand commitment on the green purchasing intention was assessed through the mediating impact of green brand awareness and e-WOM. The research is a quantitative study because the research question determines the impact of brand page commitment on green purchase intention. To collect data population under concern for the study is the youngsters who have visited brand pages of green restaurants in social media platforms within Sri Lanka. Around 300 self-administered questionnaires were distributed, while 249 were finally processed for data analysis, and the respondents were selected on convenience sampling method. AMOS 23 software and AMOS AxB Estimand were used for analyzing the data. The results show that Green Brand Awareness and e-WOM are strong (Full Mediation) mediators between Brand Page Commitment (BPC) and Green Purchasing Intention (GPI). This result proves that BPC converts to GPI only when awareness about the product is created by engaging in the brand page and with the e-WOM. Hence, Green Restaurants should encourage digital marketing campaigns on social media platforms to create awareness about its products and services while generating more e-WOM.
Green Advertising Appeals of Social Media Platforms on Green Purchasing Intention
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Kulasekara, Shalini; Gayathree, Poornima K.; Bandara, B.S.S.U.
Advertising via social media platforms becoming popular recently due to vast increase of social media users. Social media users are daily exposed to variety of advertisements and this research explores how advertising appeals can encourage consumers to engage in green consumption behaviour. Construal Level Theory (CLT) was used as the based theory and observations supported by empirical findings. Abstract and Concrete appeals were identified as advertising appeals that can influence changing brand attitude towards green products, while green product knowledge plays a moderating role. The study is quantitative in nature, and a structured questionnaire was used to gather data using the convenience sampling technique. To satisfy the study's objectives statistically, the SPSSv20 statistical software was used. The Andrew Hayes process macro was employed to test the mediation and moderating effects.The results of the hypothesis testing indicate that the abstract appeal has a higher impact than the concrete appeal .At the same time, brand attitude mediates the effect between advertising appeals and purchasing intention. The green product knowledge only moderates the relationship between abstract appeal and brand attitude. Based on the findings, the researchers recommend having more abstract appeals in the marketing communication process when marketing green products to develop a good brand attitude, which will ultimately increase consumers' purchasing intention.