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Item The Impact of Online Communities and E Word of mouth on Purchase Intention of Generation Y: The Mediating Role of Brand Trust(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2021) Kamalasena, B. D. T. M.; Sirisena, A. B.Effective marketing and advertising campaigns contribute to customer development, profitability, and business success in the long term. The evolving economies, globalization, and innovative technologies, which have quickly transformed the economic community, make present markets more attractive. Marketing firms are pushed in a new direction by social media marketing, such as Facebook, Twitter, and YouTube. Social media have reached so deeply into millions of people globally and it also has drawn the interest of advertisers. Considering the timeliness and relevance of the phenomenon, this study aims to identify the impact of online communities and e word of mouth on the purchase intention of generation Y. The relevant data were collected through a self-administered questionnaire from 150 individuals aged 25 to 40 years who are residing in the Colombo district based on the convenience sampling method. This study found a positive significant effect of e word of mouth on brand trust and purchase intention and the relationship between e word of mouth and purchase intention is mediate by the brand trust. Further, online communities have a positive significant impact on brand trust and the relationship between online communities and purchase intention is mediated by brand trust. This research fills the gap in the existing literature and provides valuable insights to organizations that use social media marketing as a communication tool.Item Social Media Marketing and Customer Engagement: A Review on Concepts and Empirical Contributions(2019) Dissanayake D.M.R.; Siriwardana A.; Ismail N.The present context of digitalized business era reshapes marketing promotional strategies whilst social media plays a pivotal role within. Empirical investigations found clarifying how modern marketing communications connect brands into consumer life whilst claiming further investigations. Alongside, paper attempted to investigate the use of Social media in penetrating consumer engagement within the digital context. Additionally, it examines the application of web based social media marketing strategies whilst an extended focus is made on user generated contents (UGC) and social network sites (SNS) in digital business era. A deductive method was followed to execute a comprehensive literature review as the main research tool to build a constructive explanation. Accordingly, paper content empirical discussions published within the scopes of social media, consumer behavior and online businesses in overall. Paper discusses the key insights based on the literature review. Finally, it concludes the major thoughts of the paper whilst future research directions are suggested. Empirical explanations are found across the markets and product contexts unveiling how digitalized media strategies connect users to integrate with brands promoted. Such studies provide arguments and directions to overview the effectiveness of new media like social media options in business perspectives. In brief, arguments are still found claiming further studies to reveal the strategic role of social media within digitalized business era. Paper highlights the possibilities of using social media as a tool enhancing consumer engagements results brand-related behaviors. Empirical insights are discussed on how user generates contents (UGC) and social network sites (SNS) could be used in marketing applications.