Browsing by Author "Ismail, N."

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Influence of Celebrity Worship Motives on Perceived Brand Evaluation of Endorsed-Brand,
(Proceeding of the International Conference on Advanced Marketing, 2017) Dissanayake, D.M.R.; Ismail, N.; Pahlevan Sharif, S.
The concept of Effectiveness of Celebrity Endorsement has been explained in different models and theories as a notion related to the characteristics of the celebrity and the management –related perspectives of its use. The impact generated through the effectiveness of celebrity endorsement on endorsed brand is referred as brand evaluation. In addition, Absorption–Addiction Model (McCutcheon, Lynn, Lange, & Houran, 2002) explains how psychological bond between respondents and the respective celebrity is determined via “Celebrity Worship Motives” influences brand evaluation. Accordingly, this paper reviews how celebrity worship motives operate as a mechanism to moderate the relationship between perceived effectiveness of celebrity endorsement and perceived brand evaluation contexts. An extended literature review was followed as the main research instrument by highlighting empirical research gaps postulated by recently held studies. Accordingly, this study aims to propose research propositions to services sector brands in line with the empirical research gaps postulated by recently held studies. Finally, researchers suggest research hypotheses based on the literature reviews and discussions connected to the notion of celebrity worship motives. Paper concluded claiming empirical gaps found in services sector to examine how celebrity worship motives moderates the effectiveness of celebrity endorsement on perceived brand evaluation.
Relationship between Celebrity Endorsement and Brand Attitude: With Reference to Financial Services Sector Brands in Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya, 2015) Dissanayake, D.M.R.; Ismail, N.
This study is focused on Sri Lankan service sector which has remarked a significant position in the local economy. The concept of Celebrity Endorsement has been tested in this study to evaluate on how it does relate with Brand Attitude towards financial services brands in Sri Lanka. It has followed a deductive approach in justifying the variables to conceptualize the variable relationships and measures were rationalized accordingly. Reliability was tested to verify the internal consistency of the variables. It has selected 160 respondents followed by stratified random sampling technique and hypotheses were tested by using correlation analysis via 2 tailed test. It revealed that celebrity characteristics namely Trustworthiness, Expertise and Attractiveness are highly correlated with Perceived Brand Attitude, and Similarity was found as weakly correlated factor with Perceived Brand Attitude. The characteristic of Respect was found as moderate level factor being correlated with Perceived Brand Attitude. It has proposed the propositions for the future studies referring to the research gaps found in Sri Lankan service sector followed by conclusion and notions for managerial implication at the end of the paper.
Social Media Marketing: An Empirical Review on Contents and Applications
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Siriwardana, A.; Ismail, N.
Today’s world being in the middle of a social media revolution, it is more evident, that social media are being widely utilized with the end goal of communication. A few of the most significant advantages of the utilization of social media networking are creating awareness, engagement, drive traffic, interaction, and communication with a gathering of advocates and fans and sharing of information and knowledge among various groups of individuals. These advantages likewise promote the expansion of communication skills among the individuals. Innovation of technology and online tools have enhanced communication in endless means, yet the very manner we communicate and even the ways in which we converse, exhibit the subsequent change in communication. This research aims to analyze the effect of social media marketing activities on awareness, engagement, drive traffic, interaction, communication with a gathering of advocates and fans and sharing of information. Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing context.