9th Student Research Conference in Marketing (SRCM) - 2025

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644

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Author: search.filters.author.Dharmawardhane, M. N. S. H.

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    Impact of Technology-based Social Media Brand Voice on Farmer Technology Adaptation in the Agriculture Sector of Western Province of Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kavindi, H. K. S.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.
    This study explores the impact of technology-based social brand voice on farmers’ technology adaptation in the agriculture sector of the western province of Sri Lanka. It also identifies the major research themes, research trends, and findings regarding the impact of technology-based social media brand voice on farmers’ new technology adaptation. The data was taken from the Scopus database, which contains 300 articles. Then, I screened the articles to identify 5 papers that fit my criteria for analysis. As the agriculture sector becomes more complex and technology evolves, face-to-face communication will become more difficult. Online communication and social media have given agriculturalists an easier communication channel because they are free and practically instantaneous. The purpose of this study was to explore what type of communication appeals in social media are used to communicate agricultural information for sharing new agriculture technologies and what social media appeal has more impact on farmers’ new technology adaptation. This research study employs a positivist research paradigm and follows a deductive approach to examine facts using the developed models and theories. Primary data for the research will be collected through a well-structured questionnaire survey with 26 questions involving 384 respondents from the 18 – 55+ age category. The study regarding the agriculture industry in Sri Lanka raises concerns in social media communication regarding new technologies. This means that Agribusinesses need to be concerned about social media brand appeals when creating Technology-based social media brand voice. Furthermore, as technology evolves, farmers' adaptation of new technology also increases. Businesses promoting new technology-based agriculture solutions must carefully consider what technology-based social media brand appeal persuades farmers the most. The study has major implications for Sri Lankan Agribusinesses, to create the most suitable technology-based social media communication to peruse farmers. This study found that rational, humanized, and informative appeals significantly impact farmers' adaptation of new technology, while emotional and humor appeals have less impact. Therefore, when Agribusinesses create technology-based social media brand voices, giving high priority to rational, humanized, and informative appeals will be more effective, and giving less priority to humor and emotional appeals will persuade farmers the most. When guiding farmers to use the new agricultural technologies, it is important to consider what is the most effective technology-based social media brand voice, which gives the most positive impacts on farmers’ new technology adaptation the most.
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    Impact of Green Communication Strategies on Green Purchasing Behavior in the Personal Care Industry, with Special Reference to Gen Z in Sri Lanka: Moderating Effect of Digital Media Channels
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, H. C. T.; Patabendige, S. S. J.; Dharmawardhane, M. N. S. H.
    This study examines how green communication strategies impact green purchasing behavior in Sri Lanka's personal care industry, with a focus on Generation Z consumers. The study fills in the knowledge gap regarding how individual green communication strategies, such as advertising, corporate public relations, visual identifications, green labels and packaging, sustainable reporting, affect green purchasing behavior. It further explores the moderating effect of digital media channels, with a focus on how they strengthen the relationship between green communication strategies and green purchasing behavior. A previous study looked at the relationship between green purchasing behavior and green communication strategies. The three primary strategies of green communication green advertising, labeling, and packaging were the subject of the majority of these studies. They discovered that these strategies had a big impact on consumer preferences and purchases. Furthermore, a number of studies have looked at sustainability reporting as a green communication strategy intended to increase transparency and consumer confidence. The results indicate that companies can communicate their green marketing efforts through a range of strategies, including advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports. By combining advertising, corporate public relations, visual identification, green labeling and packaging, and sustainability reports, this effort will expand on this foundation. This will allow for a thorough examination of the ways in which each of these distinct green communication strategies affects consumers' decisions to make eco-friendly purchases. Furthermore, it is typically still unclear how green communication techniques should be implement, even when experts have researched their development, implications, and design in detail. Therefore, this study examines the relationship between green communication strategies and green purchasing behavior using digital media channels as an implementation tool. The personal care industry is a perfect environment for researching green communication strategies because of its strong connections to human wellbeing and environmental responsibility. As a result, it is extremely relevant to sustainability projects. Focusing on Generation Z makes strategic sense because they are growing in size and awareness of eco-friendly practices, offering an opportunity to expand on previous research and influence sustainable consumer behavior. In order to collect primary data for a quantitative study, 387 Gen Z respondents in Sri Lanka were chosen by convenience sampling and provided with a structured questionnaire. The analysis was conducted using IBM SPSS Statistics 25 and includes sample descriptions, validity and reliability evaluations, normality checks, mean value estimations, assumption testing, correlation analysis, hypothesis testing, and moderation analysis. The findings demonstrate that customers' decisions to make greener purchases can be significantly influenced by green communication strategies such as advertising, corporate public relations, visual identifications, green labels and packaging and sustainable reporting. Additionally, digital media channels act as a powerful moderator, enhancing the relationship between green communication strategies and green purchasing behavior. The study has several issues, even if the research findings are presented in a comprehensive way. The small sample size of 387 respondents who were selected using convenience sampling due to time constraints reduces the possibility of generalization of the results. Additionally, it was not feasible to gather data from every district in Sri Lanka due to time constraints and limited access, which may have led to a lack of representation of regional variances. Instead than focusing on how digital media platforms affect individual green communication strategies, the study looks at how they affect green communication strategies in general. Additionally, data is collected at a certain point in time due to the cross-sectional nature of the study. To understand how digital media channels influence the effectiveness of green communication strategies on Gen Z's green purchasing behavior in Sri Lanka's personal care industry. It introduces a framework examining the impact of individual green communication strategies advertising, corporate public relations, visual identifications, green labels and packaging, and sustainability reporting. Additionally, it highlights how digital media channels enhance the effectiveness of green communication strategies. The findings highlight how important it is to align these strategies with digital media channels to maximize engagement and encourage green purchasing behavior. Marketers are being encouraged to integrate digital media channels with green communication strategies in order to appeal to Gen Z's green purchasing behavior. Using these strategies on digital media channels can improve eco-conscious messaging, brand-consumer interactions, and green purchasing patterns. Future research should use a variety of approaches to examine the long-term effects of green communication strategies on green purchasing behavior by using longitudinal studies in order to better comprehend the situation to look at how people's attitudes and actions change over time. And it needed to understand how digital media channels affect the effectiveness of these individual strategies and think about combining quantitative and qualitative research techniques.