Browsing by Author "Moovendhan, V."

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Adoption of Social Media Technologies in Academic Entrepreneurship and Its Influence on Student Entrepreneurs
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Kumar, S. Senthil; Moovendhan, V.; Ganesan, P.
Academic institutions have started recognizing the importance of social media technologies in nurturing academic entrepreneurship. Academic leaders of university entrepreneurial ecosystem have created entrepreneurship education labs and business incubation centers to foster academic entrepreneurs by providing training in new technologies and facilitating them to utilize opportunities from social media technologies for their business startup. Despite of all these initiatives there will be slow progress in student's business startup process. This study aims to investigate the adoption of social media technologies in academic entrepreneurship and how it influences the student's entrepreneur's business startup. This study was aimed to answer two important questions 1. What are the significant issues involving in promoting social media technologies to student's business startup? 2. How do the institutional training on social media technologies will influence the student's business startup? Structured questionnaire was used collect the data from students who are pursuing bachelor and master level courses and also undergone entrepreneurship training. E-mails were sent directly to the students to record the data using convenience sampling.
Social Media Usage and its Influence on Consumer Purchase Behavior During Covid-19 Pandemic
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Ganesan, Geetha Krishnan P.; Moovendhan, V.
As the world begins its slow turn from managing the COVID-19 crisis to recovering and reopening economies, it is clear that the lockdown has had a profound impact on people's way of life. New consumer behaviours span all areas of life, from how we work to how we shop to how we entertain ourselves. Previous literature shows an extensive number of studies attempt to reveal the role and impact of social media on aspects of consumer purchase behaviour under normal circumstances. The use of social media and the exchange of information have increased during Covid-19 pandemic because people are secluded. The present study attempts to analyse the relationship between COVID-19 pandemic and consumer purchase behaviour and to determine the impact of frequency of media usage and Media pattern usage on consumer purchase intention across age, gender and income during COVID-19. A survey will be conducted using questionnaire from X and Y generation from the selected cities of using convenience sampling method to know their purchase intention during pandemic crisis in relation to social media usage.
A Study on Factors Influencing the Investment Pattern of Working & Non-Working Women Investors in Share Market
(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021) Sangeetha, N.; Ganesan, P.; Moovendhan, V.
Behavioral finance is a new approach to financial markets that has emerged in response to the difficulties faced by the traditional paradigm. It focuses on investors behavior and the decision making process. There is a growing literature that suggests an individual's investment decisions which are affected by behavioral biases. Due to high volatility, lack of adequate knowledge, inadequate guidance and many other factors in the share market women generally avoid investing their money in the share market. The main objective of this study are a) To analyse and compare the investment pattern of working and nonworking women investors in share market, b) To examine whether the level of financial literacy have an effect on the investment pattern of working and non-working women investors, c) To assess whether the factor investment experience have an effect on the investment pattern of working and non-working women investors, d) To analyze whether the factor income and risk perception of the investors have an impact on the investment pattern of working and non-working women investors. Primary data will be collected through a questionnaire from women investors who already invested in share market. Judgement sampling will be used for this study.