Student Research Conference on Marketing(SRCM)
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Item Impact of Sensory Branding on Brand Personality: with Special Reference to Carbonated Soft Drink Brands in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Gimhani, R. D. N. K.; Dissanayake, D. M. R.Most world-leading brands use sensory stimulation to induce desired behaviors among their customers because the five sensors play an important role in brand consumption. Although its effectiveness is recognized in a business context, empirical gaps have remained within different market contexts. This study focused on examining the impact of sensory branding on brand personality, referring to carbonated soft drink brands in Sri Lanka. This study used a quantitative research design with a deductive research approach. Online survey questionnaires were used to collect the primary data, and the sample was limited Western province of Sri Lanka. The sample was limited 200 respondents and selected by using the convenience sampling method. Both inferential and descriptive statistical tools were used to analyze the data, followed by normality assumptions. Results revealed that four dimensions, namely auditory, gustative, atmospheric & tactile factors impact brand personality whilst visual factors were not proven significant. As this study is limited to the carbonated soft drink industry, it finds limitations for generalization to other contexts. This study's findings contribute to marketing managerial aspects to create the brand personality through sensory branding applications. It proposes to extend the future studies for different product contexts and addressing to the prevailing practice gaps.Item Impact of Social Media Content on Social Media Engagement Behavior through Facebook: With Special Reference to Public Sector Commercial Banks in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Somarathna, D. D. P. M.; Dissanayake, D. M. R.Banks invest in social media to make customers more engaged with their brand. Nevertheless, managing content to drive engagement is worth investigating as most of the investments in digital strategy appears largely wasted. This study aims to determine social media content's effect under the rational and emotional message appeal on social media engagement behavior among Facebook users, based on a constructed framework using duel processing and uses gratification theory. Data was collected through convenience sampling using a structured questionnaire under a quantitative method with a deductive approach. Simple linear regression analysis was used to investigate the effects of content on consuming, contributing, and creating social media engagement behavior. The findings revealed emotionally appealing content has a significant effect in driving engagement among social media users over rational appealing content. This study is constrained to Facebook and public sector commercial banks in Sri Lanka thus, further investigations for other contexts are required to address the specific practice gaps that may exist. This study is one of the few studies examining the construct of social media content on social media engagement behavior to the Sri Lankan context regarding public sector commercial banks. Practical implications for social media managers are stated with guidelines and opportunities for strategic growth by enhancing social media content engagement.Item Impact of Value Co-creation on Brand Love among Generation Z with Special Reference to Fast Food Restaurants in the Western Province of Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Hendeniya, H. M. U. S.; Dissanayake, D. M. R.The concept of Value Co-creation is more practical to today’s context as consumers are pursuing trade-off value. Thus the impact of Value Co-creation on Brand Love is a claimed empirical gap within different market contexts. The influence of Value Co-creation on Brand love and evaluations has been studied in many contexts whilst research gaps are emphasized. Research depicts the factors' impact on Value co-creation, which comprises two dimensions: Customer participation behaviour and Customer citizenship behaviour, with each dimension having four components. With reference to the practice gaps found within the Fast food restaurant context in Sri Lanka, this study was carried out as a deductive study, and a quantitative method was employed. The sample was limited to 152 respondents and it used the convenience sampling method. Alongside, questionnaires were distributed among the generation Z consumers within the Western province of Sri Lanka. The data analysis was assisted by using Statistical Package for Social Science (SPSS) version 23. The findings revealed that there is a positive relationship between Value Co-creation and brand love. The study presented managerial implications by highlighting the applications of Value Co- creation methods to generate brand love while measures to be taken were also presented.Item Impact of Social Media Marketing on E-Brand Loyalty: Examining the Mediating Effect of E-Brand Trust towards E-Tailing Sites in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Udara, T. G. J.; Dissanayake, D. M. R.Today, firms are improving their online marketing talents with the development of web 2.0. With the ability to promote a firm’s brands into a wide scope under the minimum cost compared to the conventional media, most of the firms turn towards Social Media Marketing. However, the effectiveness of SMM in generating loyal customers in the online context is still a vague area. Therefore, this study focused on determining the impact of SMM on e-brand loyalty while examining the mediated effect of e-brand trust towards e-tailing websites in Sri Lanka. This study was carried out as a deductive study and quantitative strategy was employed. The sample was identified within the Western Province of Sri Lanka, and it was used the convenience sampling technique. In terms of measuring the relationships and effects according to the constructed hypotheses, regression analysis and several statistical techniques were used to achieve meaningful conclusions. The findings of the study revealed that there is a positive relationship between SMM and e- brand loyalty. It was also statistically proven that e-brand trust mediates the relationship between SMM and e-brand loyalty towards e-tailing sites. Findings of the current study provided valuable implications such as consumers’ thinking pattern in online context and best SMM practices for marketers and digital marketing agencies. Hence, this study contributed significantly to the existing body of knowledge and for future researchers.Item Influence of Online Reviews on Impulse Fashion Shopping Behavior in E-Retailer Sites(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Suleka, W. A. V.; Dissanayake, D. M. R.With businesses going online in the COVID 19 era, online reviews have become even more important, providing the validation and social proof necessary to drive purchases. However, few studies had examined how reviews may influence e-impulse shopping behavior. Thus, this study aims to measure the effects of consumers’ perceived value: utilitarian and hedonic value from reading online reviews (Online value review) on urge to buy impulsively and impulse buying behavior. Framework of this study was tested on five major e-retailers using a quantitative approach. A Survey was distributed among 305 participants who had experience using above e- retailers from convenience and snowball sampling methods. Multiple and Simple Regression analysis was applied using SPSS 20. Findings revealed that online value review influenced impulse buying with the urge to buy impulsively as a mediating impact. However, hedonic value had a significant effect. Urge to buy impulsively was influenced by online value review which in turn significantly drives impulse purchases. Since only e-retail platforms were considered, a degree of biasness may include. Consequently, data-driven best practices to drive impulse shopping by the strategic use of reviews is discussed. The findings will be insightful for online marketers in general and specifically in e-retail to improve conversions. Alongside, this study contributes managerial implications as one of the very few studies conducted on the influence of online reviews towards fashion impulse buying in e- retail to the Sri Lankan context.Item Impact of Brand Personality on Brand Affect Towards Cosmetic Brands: with Special Reference to Youth Segment in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Aluth Gamage, A. G. D. R.; Dissanayake, D. M. R.The concept of brand personality is the set of human characteristics related to a brand whilst the concept of brand affect refers to consumers’ overall favorable or unfavorable evaluation of a brand. Studies prove the link between these two concepts while managerial implications are found in different product scopes. However, the impact of brand personality on brand affect has been a claimed empirical gap in the literature. Meanwhile, the cosmetic industry is referred in few studies mentioning further investigations are required to address the industry- related issues within the scope of branding and consumer behavior. Therefore, this research study has been based on the empirical and managerial gaps investigating how brand personality influences brand affect with special reference to the cosmetic industry of Sri Lanka with a special focus on the youth segment. This study has been carried out as a deductive study, and a quantitative method has been used. The convenience sampling method was employed, and the sample was 160 respondents covering the Western province. Researchers used the online option to contact the respondents due to the prevailing Covid-19 pandemic situation. The data analysis was assisted by Statistical Package for Social Science (SPSS) version 23. The findings revealed that there is a positive relationship between brand personality and brand affect. It has presented the descriptive analysis mentioning how the sub-dimensions of brand personality are linked with brand affect. This research Study presented the managerial implications by highlighting the importance of brand promotions and activation strategies to develop the perceived brand personality to result in brand affect.Item Impact on Brand Activation on Brand Love: Examining Mediating Impact of Brand Attitude with Reference to Fast Moving Consumer Goods (FMCG) Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Imanthi, M. K. R.; Dissanayake, D. M. R.Brand activation is a Below the Line (BTL) communication tool which is used for a specific group of people to make customer and brand engagement. The impact of brand activation on consumer behavior is a claimed empirical gap within different product scopes and market contexts. The influence of brand activation on brand-related behaviors and evaluations has been studied in many markets while research gaps are emphasized. Hence, this study focused on examining the influence of brand activation on brand love using persuasive communication theory. Furthermore, the mediating effect of brand attitude on the impact made by brand activation on brand love is investigated. With reference to the practice gaps found within the FMCG industry in Sri Lanka. This study was carried out as a deductive study and a quantitative method was employed. The sample was limited to 150 respondents and it used the convenience sampling method. Alongside, questionnaires were distributed within the Western province of Sri Lanka. The data analysis was assisted by using Statistical Package for Social Science (SPSS) version 23. The findings revealed that there is a positive relationship between brand activation and brand love with the mediating impact of brand attitude. Study presented managerial implications by highlighting the applications of brand activation methods to generate brand love whilst measures to be taken to generate a positive brand attitude were also presented.Item Impact of E-Brand Trust on E-Loyalty towards Online Fashion Clothing Industry in Sri Lanka: Mediating Effect of E-Satisfaction(Kodithuwakku, M. T.; Dissanayake, D. M. R. (2021), Impact of E-Brand Trust on E-Loyalty towards Online Fashion Clothing Industry in Sri Lanka: Mediating Effect of E-Satisfaction, 5th Student Research Conference in Marketing (SRCM 2021), Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka. Page 42, 2021) Kodithuwakku, M. T.; Dissanayake, D. M. R.The dynamic consumer preferences have pushed the fashion industry for innovative solutions resulting in online platforms for shopping purposes are rapidly emerging. Alongside, the fashion industry has developed a strong position in online platforms where consumers tend to purchase more often from online platforms. However, the consumer behavior in the online fashion clothing industry hasn’t been tested under E-Brand Trust and E-Loyalty in literature. Hence researching this area will broaden the knowledge on the concepts and the industry as well. The study is focused on examining the impact of e-brand trust on e-loyalty towards online fashion clothing industry in Sri Lanka with the mediating effect of e-satisfaction”. This study employed a quantitative research design and deductive approach. The convenience sampling method was used to select the sample of this study, and 410 respondents were selected as the sample. Through conducting an online survey, data was gathered under structured questionnaire to measure main concepts of the study. The data analysis was assisted by using Statistical Package for Social Science (SPSS) version 23. The findings revealed that there is a significant relationship between e-brand trust and e-loyalty with the mediating impact of e-satisfaction. The study results stated that the managers should pay a lot of attention for all the dimensions of e-brand trust: security, privacy, brand name, word of mouth, quality of information, and good online experience.Item Impact of Product Attributes on Buying Decisions within the Moderating Impact of Social Media Advertising: A Study on State Made Wooden Furnitures in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Rodrigo, N. A. B. P. L.; Dissanayake, D. M. R.Furniture manufacturers and retailers are trying their level best to adjust their products based on the customer preferences and demand. Consumers evaluate a product based on various attributes before purchasing. This article aims to analyze how furniture product attributes impact on buying decisions as claimed in the previous studies. Also, this study explains the value of Social Media Advertising in order confirm how it does moderate the relationship between product attributes and buying decision. All the variables and indicators were based on the literature review, and it followed a deductive approach to frame the study and develop hypotheses. Data was collected from 240 respondents who belong to Western province in Sri Lanka. The survey was done as an online survey due to pandemic restrictions and SPSS Software was used to analyze the gathered data. The findings demonstrate a significant impact of product attributes on consumer buying decisions. The results further indicate that social media advertising moderates the relationship between furniture product attributes and buying decisions. The findings contribute to understand the value-enhancing potential of social media advertising and illustrate how this factor effects on consumer buying decision. Finally, paper presents the managerial implication considering the unique nature of the industry.Item Impact of User Generated Content on Purchase Intention Towards Boutique Hotels and Resorts in Sri Lanka with the Mediation Role of Brand Love(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Wijeratne, R. V. B.; Dissanayake, D. M. R.The tourism sector including hotels in Sri Lanka heavily applies digital content marketing for brand promotions. The main purpose of this research is to distinguish the relationship between User Generated Content of Travelers in Sri Lanka and Customer Purchase Intention whilst examining the mediating role of brand love supported by empirical and practice gaps. Study was based on a deductive approach and the conceptual framework was derived based on the literature. Due to the ongoing pandemic situation, respondents were given an online questionnaire followed by a convenient sampling method. Data was analyzed by using SPSS Software. The findings proved that there is a significant impact of User Generated Content on Customer Purchase Intention towards Boutique Hotels and Resorts in Sri Lanka. Further, the analysis also concludes that Brand Love mediates the impact made by User Generated Content on Customer Purchase Intention. The findings and discussions provide a direction for managerial implications for the hotel sector of Sri Lanka.