2nd-2017
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/17332
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Item The Impact of Social Media use on building Brand Awareness with special reference to Sri Lankan Tourist Hotel Sector.(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Ranwala, R.M.N.H.; Perera, G.N.R.The tools and strategies for communicating with consumers have changed significantly since the emergence of Internet and with the world-wide penetration of social media. The internet and social media provides a platform for business community to deal with their customers. The purpose of this research study is to identify and critically evaluate the positive relationship between social media usage and the brand awareness with special reference to Sri Lankan Tourist Hotel sector. The researcher has undertaken the study concerning the different functionalities enabled by social media day by day. Both primary and secondary data was collected. The sampling method is convenience sampling and used structured online questionnaire. Collected data was critically analyzed and interpreted using SPSS analysis system. It is identified that the functionalities enabled for customers by social media can be used by organizations to build customer brand awareness towards brands, as the online appearance is much needed in modern marketing environment.Item Impact of Social Media Marketing on Brand preference of Smartphones among Sri Lankan Youth(Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Dilhani, K.N.; Perera, G.N.R.The social media has unique features compared to traditional marketing tools and using social media has become very popular among youth. A smartphone also has become an essential part of the life among youth. Smartphone market also has become very competitive and building brand preference for a smartphone brand is not a very easy as leading brands are coming up with innovations frequently. This study evaluates the impact of social media marketing on brand preference of smartphone brands among Sri Lankan youth with special reference to Facebook. A research gap was identified and the objective was to evaluate the impact of social media marketing on brand preference of smartphone brands among Sri Lankan youth. Social media visibility, Social media engagement and Social influence from social media were selected as independent variables. Facebook was the selected social media network for the study for the convenience of studying. Brand preference was the dependent variable and the relationship between the brand preference and each independent variable was studied analyzing the collected data from 100 respondents using a structured questionnaire distributed online. Identifying the impact of above independent variables on brand preference of smartphones were the specific objectives of the study.