Browsing by Author "Janathanan, C."

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Impact of Electronic Word-of-Mouth Marketing on Customer Purchase Intentions: A Case Study of the Food and Beverage Industry with Specific Reference to Elephant House- Ceylon Cold Stores PLC, Colombo District
(19th Conference on Postgraduate Research, International Postgraduate Research Conference 2018, Faculty of Graduate Studies,University of Kelaniya, Sri Lanka, 2018) Fernando, A.M.S.; Janathanan, C.
Purpose Theresearch problem that this study focuses on is the contraction of the food and beverage (F&B) industry by -2.5% (CCSAnnualReport, 2016/17). Hence, the main purpose of this research is to identify whether eWOM is able to impact customer purchase intentions in order to drive a growth in the industry. In particular, the emergence and widespread use of the internet has given rise to a new form of marketing called electronic word-of-mouth marketing (eWOM) that allows individuals to make any positive or negative utterance about a product or brand which is readily accessible to numerous individuals through the internet. Therefore, the author focuses on the research question “Does eWOM have an impact on customer purchase intentions?” Particularly, customer purchase intentions is regarded as the dependent variable, and the four aspects of homophily (tendency of individuals to bond with similar others), credibility (being trustworthy), timeliness (interval between publishing and viewing of eWOM), and expertness (sender’s expertise) as the independent variables. To clarify, homophily is selected due to the conflicting nature of previous research findings where some lean towards a positive relationship (Saleem and Ellahi, 2017; Alisic, Netterstrom and Tropp, 2015) while others do not (Chu and Kim, 2011). Similarly, credibility (Park et al., 2011; Saleem and Ellahi, 2017) and timeliness (Sa’ait, Kanyan, and Nazrin, 2016; Schepers, 2015) are selected because of its apparent positive correlation with customer purchase intentions. Finally, the author considers expertness due to its positive relationship with the dependent variable as found by Saleem and Ellahi (2017) and Chang, Lee and Huang (2017). Furthermore, the study is specific to Elephant House- Ceylon Cold Stores PLC, which is a leading organisation in Sri Lanka’sfood and beverage industry. Accordingly, this research will be useful for researchers, marketers, as well as those engaged in eWOM. Design/Methodology/Approach A self-administered questionnaire was used to gather insights from 384 respondents using the convenience sampling method. In particular, the sample considers consumers of Elephant House beverages and ice cream, belonging to the age group 16-35, in the Colombo district, owing to the fact that individuals in selected age range and location would have a sound understanding of the internet and digital technology. In particular, a total of 550 questionnaires were digitally distributedout of which 384 were responded to, hence making a response rate of 69.82%. Consequently, the data thus gathered through a survey was analysed using IBM SPSS statistical software to derive reliability, normality, linearity, correlation, and regression. Findings The study found that there is a strong positive relationship between eWOM and customer purchase intentions based on the Pearson correlation value of 0.894 and the acceptance of all five hypotheses. In addition, credibility and expertness of eWOM were found to be the most effective factors influencing customer purchase intentions with strong positive correlations of 0.845 and 0.842 respectively. Hence, organisations must focus on triggering and monitoring electronic word-of-mouth through online platforms, to capitalise on the available opportunities and impact customer purchase intentions.
Impact of Social Media Marketing on Customer Purchase Intentions: A Survey on the Tourism Industry with Specific Reference to the Top 5 Hotel Groups within the Colombo District
(19th Conference on Postgraduate Research, International Postgraduate Research Conference 2018, Faculty of Graduate Studies,University of Kelaniya, Sri Lanka., 2018) De Livera, D.C,; Janathanan, C.
Purpose The research problem identified within this study is that a majority of the leading hotel groups in Sri Lanka are not engaging actively in social media marketing. Thereby, these hotel groups gain a disadvantage as customers opt to visit hotels which are active online. Therefore, the main purpose of this research is to find out the ‘Impact of social media marketing on customer purchase intentions for the top five hotel groups within the Colombo district.’ Accordingly, the reason for selecting the five hotels is due to the fact that these hotel groups are not actively engaging in social media marketing regardless of being top hotel groups. Moreover, the background to the research helps identify that through the introduction of the internet in the 21st century, the use of social media has swiftly risen in popularity as an innovative platform of marketing that permits users of social media to connect and engage with brands and one another in general. Similarly, the tourism industry in Sri Lanka is a growing industry and since gaining independence, Sri Lanka has attracted many investors and tourists due the strategic location and its ability to draw visitors due to its natural beauty Furthermore, after a thorough analysis it is identified that this research will help address the literature gap which was identified in the literature through the research question. Likewise, the author identifies the research question as ‘What is the impact that marketing through social media has on purchase intentions within the hotels in the tourism industry?’ The independent variables identified in this research are online advertisements (using the internet to target and deliver marketing messages to the customer), electronic word of mouth (interaction which takes place electronically) and online communities (virtual community where members interact via the internet) while customer purchase intentions (person’s ability and eagerness to pay for a particular product or service) is the dependent variable. Likewise, the sample size for the research was 300 questionnaires distributed among customers who have visited the hotel groups selected for this research. Finally, this research will be helpful for future researchers, marketers and others who engage in social media marketing. Design/Methodology/Approach 530 questionnaires were distributed online and 300 questionnaires were received which shows a response rate of 56.6%. Moreover, the selected companies for this research were Jetwing Hotels, Aitken Spence Hotels, John Keells Hotels, Hayleys Hotels and Hemas Leisure PLC. Furthermore, interviews were conducted among two of the marketing heads of the selected hotels and one from a tourist visiting Sri Lanka. Likewise, the data analysis tools that were used in this research were interviews and questionnaires. Additionally, to analyze the findings of this research SPSS version 21.0 was used to find the reliability of the data set. Findings The author developed hypotheses for the three independent variables and it was identified that online advertisements, electronic word of mouth and online communities directly impact customer purchase intentions due to the strong Pearson Correlations of 0.814, 0.774 and 0.783 respectively. Moreover, hotel groups must pay attention to online advertisements on social media when marketing their services as it is the most significant factor affecting purchase intentions.
Key Determinants of a Successful Hybrid Work Model: An Experiment on AIB e-learning HEI in Colombo, Sri Lanka
(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Janathanan, C.
The purpose of the study was to understand the right ingredients of a successful hybrid working model. The management of AIB (www.aibedu.org) were tasked with setting up a suitable system of hybrid working models that could keep the motivation levels, engagement, and results for the organization. Post-Covid19, post fuel crisis economy in Sri Lanka, required further hands-on participation by the board. Existing, available literature has highlighted the importance of remote working, results, better work-life balance, but has failed to identify the correct equation of determinants for successful Hybrid work model. Research methodology involves the adaptation of experimentoriented research methods. Observation and measurement of results around one organization. The total headcount in the organization in July 2023 is at 18. A positive research philosophy is adopted. An analysis of existing theories was carried out, and the results highlighted key learnings. The experiment was carried out over 30 days in July. It was identifiable (1) Hawthorne effect was valid, when a CCTV camera was placed productivity was higher (2) Three [3] day work weeks were more productive than five days of work (3) Attendance management systems instill punctuality (4) However, things to do and KPI oriented performance management is much more favorable than a 9-5 orientation. (5) Organizational politics is reduced and mitigated. The implications of these findings are the ability to provide new literature that can pinpoint the value of hybrid working with empirical evidence. Experiment validated information that is practically applied by the management. Management best practices could be further developed with larger sample sizes. Further, the role of leaders involved, organizational culture suitable for hybrid workplaces could be set out.