8th-2024

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/28086

Browse

Search Results

Now showing 1 - 10 of 96
  • Item
    The Impact of Social Media Marketing on Consumer Purchase Decisions: Mediating Effect of Brand Awareness in Modern Trade Supermarkets in the Western Province of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Weerasinghe, B. P.; Jayawardena, S. M.
    With the proliferation of social media and its integration into modern lifestyles, more and more buyers and sellers are now meeting and transacting via social media platforms. Most modern consumers use a range of different social media platforms to facilitate various activities in their day-to-day lives. And the number of shoppers who use social media platforms to do their shopping is on the rise. The retail and modern trade sectors also contribute significantly to the GDP of Sri Lanka. Furthermore, the addition of social media platforms to complement the traditional brick-and-mortar models of selling is a fast-growing phenomenon in this sector. Therefore, this study analyses the impact of social media marketing on consumer purchase decisions and how that relationship is mediated by the effect of brand awareness in modern trade supermarkets. A quantitative research strategy was adopted for this study, and a questionnaire was used as the primary source of data collection from 384 respondents. The findings of the study demonstrate that social media marketing has a positive and significant impact on consumer purchase decisions, while brand awareness has positively and significantly mediated the impact of social media marketing on consumer purchase decisions. These findings provide valuable insight to decision-makers in the modern trade sector on how to utilise social media platforms more effectively in their marketing activities.
  • Item
    The Impact of Facebook Advertising on Young Consumers Purchase Intention of Casual Fashion Industry in Colombo District, Sri Lanka: Examining the Mediating Effect of Advertising Value
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Karunanayake, R. B. K. N.; Jayawardena, S. M.
    With the proliferation of social media and its integration into modern lifestyles, many modern marketing communication initiatives are being channeled using platforms such as Facebook. This is especially true for products such as casual fashion, which are primarily targeted at the youth segment of the market. The present study explores the impact of Facebook advertising on young consumers` purchase intentions in the casual fashion industry in Sri Lanka and how that relationship is mediated by advertising value. The advertising value model was used as a framework for this study. The independent variable of Facebook advertising was further subdivided into four-dimensional segregations such as informativeness, entertainment, credibility, and interactivity. A quantitative approach was adopted for this study, and data was collected from 388 Facebook users. The findings indicate that purchase intentions for casual fashion products are significantly influenced by the degree of informativeness, credibility, and interactivity of Facebook advertising. It was also demonstrated that advertising value can partially mediate the relationship between Facebook advertising and the purchase intention of youth consumers of casual fashion products. The findings contribute to understanding how the value-enhancing potential of Facebook advertising campaigns can be leveraged to inform and attract target customer groups. The study findings will also deepen our understanding of consumer behaviour within the casual fashion industry in Sri Lanka.
  • Item
    The Impact of Brand Personality on Brand Affect Towards Cosmetic Brands: Special Reference to The Youth Segment in Colombo District
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Soysa, L. U.; Jayawardena, S. M.
    A customer’s preference for a particular cosmetic brand is often influenced by a complex set of psychological influences that transcend functional utility. This study investigates the interplay between brand personality and brand affect in the Sri Lankan cosmetic industry, focusing on the youth demographic. Aaker's brand personality theory guides the exploration of how human-like traits, including sincerity, excitement, competence, sophistication, and ruggedness, influence consumers' overall assessments. Employing a deductive methodology with quantitative techniques, the study gathers data from 365 respondents in the Colombo District. The findings revealed a positive correlation between all the tested brand personality dimensions and the brand effect. The analysis emphasises specific sub-dimensions' intricate connections and their impact on overall brand impact. Among these dimensions, sophistication and ruggedness proved to have the strongest impact on brand perception. Beyond theoretical exploration, the research provides practical insights for cosmetic industry brand managers, highlighting the role of promotions and activation strategies in shaping consumers' perceptions and impacting brand affect. With a focus on the youth segment, the study offers actionable guidance for practitioners aligning branding strategies with unique youth preferences.
  • Item
    Impact of Web Characteristics on Purchasing Intention on Facebook Marketplace with Mediating Effects of Online Trust with Special Reference to Consumer Electronic Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Rathnayaka, R. M. H. P.; Jayawardena, S. M.
    With the proliferation of e-market platforms, the prominence of Facebook as a marketplace has grown very rapidly across the globe. Therefore, the impact of web characteristics and online trust on purchase intention has been explored across many different countries, markets, and products where buyers and sellers now meet on Facebook. And the ultimate impact on purchase intention has often varied based on many contextual factors. The main purpose of this study is to explore how web characteristics such as usability, information quality, interactivity, and aesthetics influence the purchasing intention of consumer electronic items sold on the Facebook marketplace in Sri Lanka. The study also analyses the mediating role of online trust in this relationship. Adopting a positivism approach, a quantitative study was conducted, in which responses were gathered from 391 respondents. A structured questionnaire was used as the primary source of data collection. The findings demonstrate a significant, positive impact of web characteristics on purchasing intention and further indicate that online trust significantly mediates the relationship between web characteristics and purchasing intention. These findings are useful for brand managers, e-marketplace website developers, and Facebook users to guide their designing, marketing, and purchasing decisions.
  • Item
    Impact of Store Atmosphere on Impulsive Buying Behaviour: Mediating Effect of Hedonic Shopping Value with Special Reference to Supermarket Industry in Western Province
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Madushani, B. M. U.; Jayawardena, S. M.
    Supermarkets are one of the fastest-growing areas within the retail industry. With the increasing competition, the store atmosphere has become a prominent differentiating mechanism in a saturated market. Along with the trends toward retail innovation and evolution, retailers and store managers are now keener than ever to understand how shoppers really get to experience shopping value while on their premises. Customers are also seeking an experience rather than a product or service. This study was conducted to examine the impact of store atmosphere on customers impulsive buying behaviour through hedonic shopping value. The present study has selected store color, music, lighting, and cleanliness as independent atmospheric attributes. The conceptual framework was developed based on the Mehrabian-Russel (MR) model. The study was conducted using a quantitative approach, and responses were collected from 396 shoppers. A self-administered questionnaire was used as the primary source of data collection. The study revealed that there is indeed a significant impact of store atmosphere on customer impulsive buying behaviour through hedonic shopping value. Store color, music, lighting, and cleanliness were highlighted as crucial atmospheric variables with a strong correlation with impulsive buying behaviour. These managerial implications provide valuable insight to marketers and store managers on how to refine store ambience to improve the profitability of their outlets.
  • Item
    Impact of Social Media Advertising on Consumer Buying Intention in Fashion Retail Industry: Special Reference to Local Fashion Retail Chains with the Mediating Effect of Consumer Brand Relationship in Western Province of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Dhanushika, P.; Jayawardena, S. M.
    The mass proliferation of social media and internet technology has created tremendous opportunities for both marketers and consumers. Hence, modern marketers are very keen to deepen their understanding regarding the purchasing behaviour of their consumers who buy using social media platforms. The present study aims to explore how social media marketing initiatives (such as entertainment, customisation, interaction, word-of-mouth, and trends) affect customers' intent to purchase local fashion retail brands, both directly and indirectly. The mediating impact of consumer-brand relationships is also analysed in this study. This study adopted a quantitative research approach. Hence, data was collected from 384 Facebook users by distributing a questionnaire. The findings of the analysis revealed that social media marketing and customer interactions had a noteworthy beneficial impact on consumers' purchase intentions. Furthermore, the entire mediation influence of customer relationships was also validated statistically. These findings provide valuable insight as to how fashion retailers can refine social media marketing activities to offer greater customer value and thereby generate greater traction. These findings also deepen the understanding of social media-based purchasing behaviour within the casual fashion industry in Sri Lanka.
  • Item
    Impact of Sales Promotion in Developing Impulsive Purchasing Moderation Trade Examining the Moderation of Brand Image
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Senarathna, N. R. S. D.; Jayawardena, S. M.
    As the popularity of modern trade has increased among Sri Lankan shoppers, so has the competition between different supermarkets. To balance the expectations of shoppers for greater value with their own objective of maximising revenue and thriving in a competitive landscape, modern trade outlets have often resorted to sales promotions. But beneath the surface of these attractive deals lies a complex interplay of psychological triggers, economic considerations, and, crucially, the moderating influence of brand image. It is important to investigate this interaction to understand how these flashy promotions trigger impulse purchases from shoppers. Therefore, this study aims to explore the impact of sales promotions on impulse buying behaviour related to modern trade and how such behaviour is moderated by the brand image of the supermarket. A quantitative study was conducted, with 385 responses collected through a questionnaire. The study findings indicated sales promotion attempts using price discounts, buy one, get one free offers, coupons, free samples, and loyalty programs do indeed tempt shoppers to purchase more impulsively. Hence, the findings of the study may be used by modern trade outlets to refine promotion and branding decisions that not only tempt purchase impulses but also create a sense of urgency among shoppers. Thus leading to improved brand traction, higher sales, and ultimately greater profitability.
  • Item
    Impact of Green Product Attributes on Green Purchasing Intention with Special Reference to the Sport & Malt Ready-To-Drink (RTD) Beverage Industry in Sri Lanka: Mediating Effect of Consumers’ Environmental Attitudes
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Wijerathna, K. D. S.; Jayawardena, S. M.
    Recent environmental concerns have greatly heightened the green product awareness of consumers globally. The Sport & Malt Ready-to-Drink beverage industry is a dynamic and fast-growing segment of the market that appeals to the emergence of an advanced active lifestyle among youth consumers and their preference for eco-friendly products. The objective of the study is to analyse the influence of green product attributes on customers’ green purchasing intentions with the mediating impact of consumer environmental attitudes, especially focused on the Sport & Malt Beverage category in Sri Lanka. A quantitative research strategy with a deductive approach was adopted for this study. Data was collected using a questionnaire from 385 carefully selected youth respondents from the Western Province of Sri Lanka. The study findings concluded that green product characteristics do have a significant impact on green purchase intention because of customers’ environmental attitudes. The physical attributes, perceptual attributes, and reflexive attributes were found to be significantly nuanced by the green purchasing intention. The mediating effect of consumer environmental attitudes was also statistically significant. Therefore, the findings of the present study provide valuable insight as to how marketers can optimise eco-friendly features of a product as well as environmental preservation efforts in order to build a deeper connection with the fast-growing segment of youth consumers who are more and more environmentally concerned. It also provides insight into the changing consumer behaviour patterns created by environmental concerns within the Sport & Malt RTD beverage industry in Sri Lanka.
  • Item
    The Impact of Cross-Cultural Advertising on Ethnocentric Consumerism with the Mediating Effect of Cultural Sensitivity: A Study in The Context of the FMCG Industry in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Sivasangari, Y. K.; Udovita, P. V. M. V. D.
    This research investigates the impact of cross-cultural advertising on consumer ethnocentrism in the context of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on the mediating role of cultural sensitivity. Positioned within the context of the globalised economy and increased cross-border trade, the research explores the complexities faced by multinational corporations in formulating effective marketing strategies. The study adopts a deductive approach, employing a structured questionnaire survey to collect data from 410 participants within the employed population of Sri Lanka. Surprisingly, the findings reveal a positive association between these variables, suggesting that individuals in the defense stage of cultural sensitivity, characterised by a heightened awareness of cultural differences and a preference for one's own culture, exhibit increased consumer ethnocentrism. Moreover, it highlights the defense stage of cultural sensitivity, where individuals perceive their own culture as superior, leading to increased consumer ethnocentrism. Managerially, the research underscores the need for nuanced cross-cultural advertising strategies, considering the interplay between cultural sensitivity and ethnocentrism. Similarly, the theoretical implications contribute to a more comprehensive understanding of these dynamics, urging scholars to reevaluate existing frameworks. Limitations include a focus on the FMCG industry, regional bias in responses, an age group discrepancy, and oversight of medium-specific impacts. Despite these limitations, the study provides valuable insights for marketers navigating the complex relationship between cross-cultural advertising, cultural sensitivity, and consumer ethnocentrism in the Sri Lankan context.
  • Item
    The Impacts of Brand Love on Brand Loyalty with the Mediating Role of Self-Esteem: A Study in the Fast-Moving Consumer Goods (FMCG) Industry of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024) Pathirana, I. N. P. K.; Udovita, P. V. M. V. D.
    This paper aims to enhance our understanding of the mediating role of self-esteem (SE) in the connection between brand loyalty and brand love, focusing on the fast-moving consumer goods (FMCG) industry in Sri Lanka. Addressing a literature gap, the study investigates how brand love influences brand loyalty through the mediating effect of self-esteem. Employing a deductive methodology and adopting the positivist research paradigm, the research utilises the Judgmental Sampling Technique to conduct a structured survey comprising 30 questions among 409 respondents. The results indicate that the relationship between brand love and brand loyalty is influenced by self-esteem, suggesting that customers develop strong brand loyalty when they have a positive association with their self-esteem. Self-esteem becomes a catalyst for brand loyalty. The study underscores the importance of brand managers intensifying marketing efforts within brand communities to highlight distinctive brand characteristics and capture consumer attention through alignment with self-esteem. The findings offer valuable insights for enhancing a brand's unique identity, leveraging self-motivation to foster consumer loyalty, and ultimately increasing a brand's revenue. Additionally, the study suggests that expanding brand communities, where acceptable peers influence purchasing decisions, can help retain existing customers and attract potential ones, thereby strengthening the brand's position in the market.