Student Research Conference on Marketing(SRCM)
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Item Impact of e-WOM on Purchasing Intention Towards the Fashion Retail Industry Moderating Effect of Product Involvement with Special Reference to Western Province Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kadigawa, Ushadhi; Thilina, D. K.Since the rapid development of technology in the fashion industry, the competition is immense, and therefore it is needed to identify the market trend and adopt it. With that, marketers need to facilitate the decision-making process of the customer. As previous researchers state, 90% of people rely on online reviews for buying decisions, yet marketers are struggling to maximize the business value of e-wom. Hence, this study fills the vacuole of the practical and empirical gap in the present industry. As this study was quantitative in nature, data were collected through a self-administered questionnaire to gather primary data from the sample, which was identified via a non-probabilistic, convenience sampling technique. In terms of measuring hypothesis developed based on the conceptual framework, it has used SPSS 22. The results did not confirm that e-wom quality, e-wom quantity, and sender’s expertise positively impact purchase intention with the moderating effect of product involvement, but, except e-wom quantity e-wom quality and sender’s expertise have a positive impact on purchasing intention. As a conclusion note of the study, the researcher recommends fashion and clothing companies focus more on the e-wom on their online platforms, enhancing the consumers’ purchasing intention in the short and long run.Item The Impact of Social Media Marketing on Brand Trust: with Special Reference to Cosmetic Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kalpana, M. H. A. D. A. S.; Thilina, D. K.Building brand trust in the Sri Lankan Cosmetics industry is one of the marketer's major challenges. The digitized consumer behavior and social media revolution make it more challenging for marketers. Thus, this research aims to examine the impact of social media marketing on brand trust in relation to the Sri Lankan Cosmetics industry. Two research objectives and five hypotheses were tested as its conceptual framework developed with entertainment, interaction, word of mouth, customization, and trendiness towards brand trust. The study sample was identified through convenient sampling, and data were collected through a well- structured questionnaire. The questionnaire, which consisted of five-point Likert scale, was employed to gather 200 responses from the sample. It has been statistically proven that marketers can use social media marketing to increase brand trust in the Sri Lankan Cosmetics industry, as the results show that the above dimensions have a significant impact on brand trust.Item Word of Mouth Impact on Brand Evangelism of Supermarket Own Brands(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Gayangani, K. A. D. S.; Thilina, D. K.When considering the supermarket's own brands, the profit percentage of those products are high without many promotions, the reason for that is the word of mouth impact. So the study aimed to investigate the word of mouth impact on the brand evangelism of supermarket own brands in Sri Lanka. The researcher used a quantitative study approach with 384 responses. The sample was selected based on the convenience sampling technique. To assess overall questionnaire validity, KMO value was used, and its reliability was measured through Cronbach's Alpha. Data analysis was made with the support of statistical package for social science software. Multiple regression analysis was used to determine the impacts of independent variables on the dependent variable. The tested independent variables were brand identification, brand trust, brand satisfaction, brand salience & opinion leadership. All the hypotheses are accepted, and seems all independent variables are impacted on the dependent variable. The researcher found that opinion leadership plays a major role, while brand trust did not impact brand evangelism. The researcher suggested that industry focus more on the effect of brand evangelism on the service sector while considering customer behavior related concepts as independent variables. Further, it supports the industry to identify the weight towards each factor’s effect on word of mouth. The study supported filling the practice gap and theoretical gap related to the retail industry and contributed to academics, industry, and marketing.Item Factors Affecting the Adoption of Location-Based Mobile Application on Taxi Industry in Sri: in the Midst of Covid-19 Pandemic(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Bandula, S. D. P. M.; Thilina, D. K.As a future growing marketing opportunity, mobile taxi applications are becoming more famous. The purpose of the research is to investigate personal factors that affect the taxi industry’s location-based mobile application. Further, it intends to provide practical implications to reduce the gap between applications and personal requirements. Primary data of the research was collected through a questionnaire. Secondary data was collected through websites, articles, and journals. The questionnaire consisted of five points Likert scale. A total of 243 respondents were selected as a sample to carry out the research. The convenience sampling method that comes under non-probability sampling was used when collecting data and SPSS software was used to analyze the data. Perceived usefulness, perceived ease of use, perceived enjoyment, and perceived mobility were considered dependent variables that affect the location-based mobile application adoption in Sri Lanka. The analysis found all the dependent variables significantly impacted the adoption of location-based mobile applications in Sri Lanka. The study is contributing to the Mobile taxi application industry. Hence the study will contribute to the knowledge in planning new taxi applications or improve existing mobile taxi applications.Item The Influence of User Generated Content on Online Purchase Intention with Special Reference to Sri Lankan Handicraft Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Kularathne, R. D. D. D.; Thilina, D. K.This study was conducted to identify User Generated Contents’ influence on online purchase intention with special reference to the Sri Lankan Handicrafts industry. This study was based on the seven hypotheses which were constructed to reveal whether perceived credibility, perceived usefulness, perceived risk, and attitude towards UGC affect online purchase intention. These factors were identified based on previous literature; therefore, the study was based on a deductive approach. The researcher used a structured questionnaire for primary data collection. A convenient sampling technique was employed to gather data from Colombo, Kandy, Kegalle area. In terms of measuring the relationship between variables, the researcher employed SPSS tool. The hypotheses were tested by using regression analysis. The analysis results revealed that perceived credibility, perceived usefulness, and perceived risk positively impact attitude towards UGC, and Attitude towards UCG has a positive impact on online purchase intention. Further, there was a negative relationship between perceived risk and perceived usefulness. Finally, the researcher recommends that UGC increase the perceived credibility, perceived usefulness and minimize the perceived risk by providing reasonable compensation. It creates a positive attitude towards UGC and positively impacts increasing the online purchases of Sri Lankan Handicrafts products. Therefore, motivating customers to generate UGC is positively impact on increasing online purchases.Item Impact of Social Media Marketing on Consumer Purchase Intention: with Special Reference to Fashion Retail Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranwala, R. D. V. G.; Thilina, D. K.Fashion retail stores in Sri Lanka have always been innovative in their marketing activities, yet they always followed a traditional business management approach. To face and survive the recent unforeseen challenges of heated competition, the fashion retail industry in Sri Lanka is now utilizing social media platforms to create awareness and engagement. Thus, this study aims to interpret how social media marketing affects marketers’ purchase intention to make better and effective decisions. The research data were obtained from 200 respondents who use social media platforms in Sri Lanka from different provinces. All responses were collected by using an online questionnaire. The data gathered was analyzed to obtain descriptive statistics, comparing mean analysis (i.e., independent t-test and ANOVA) and other analyses (i.e., correlation analysis and multiple linear regression). It seems that attitude towards technology and the quality of information impacted consumers from a fashion retail store’s social media marketing perspective. This study helps to identify the impact of two main determinants of social media marketing on the fashion retail industry as a new implication by providing statistical findings to prove the relationship. At present, the fashion industry is one of the best performing sectors in the country’s economy; therefore, through this research, the researcher can provide information to come up with better strategic developments.Item Impact of Real-Time Social Media Content Marketing on Emotional Brand Attachment; with Special Reference to Sri Lanka Food and Beverage Industry(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Pathirage, Devika; Thilina, D. K.Using real-time situations for marketing campaigns is considered one of the most attractive methods to effectively approach the target consumer in the industry of food and beverages. Today, everyone is connected with the internet, and traditional advertising media are not that effective since people have started to move away from such media. This is why companies need to move to new media, specifically social media and start creating relationships that can also be challenging. Thus, this study aims to analyze whether real-time social media marketing can create a likability towards the brand and to which extent it impacts brand attachment in the industry of food and beverages. An online questionnaire was distributed among 211 respondents in the western province to collect information. In terms of measuring relationship between variables the researcher employed the study with SPSS tool. Comparing mean analysis, correlation analysis, and multiple regression analysis have been conducted to investigate the impact of real-time social media marketing on brand attachment and identify how different determinants might impact consumers' brand attachment. According to the study, it could be identified that creativity and quality of information are the factors which needed to be satisfied in the consumer, to have an impact on their attachment towards the brand. According to findings, the study makes sure that marketing communication is reaching the right person at the right time and a conversation is built over the topic, which results in consumer engagement with the brand.Item Impact of Job Satisfaction on Employee Retention in Apparel Industry of Sri Lanka: Examining the Moderating Effect of the Age Factor(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Hemarathne, D. J. C.; Thilina, D. K.This research mainly explores the employee satisfaction and it determinants how to impact on employee retention using of the sewing machine operators (SMOs) in apparel industry. In this aims to identify the factors that affect to employee retention in Garment factories because in garment factories employee retention is very low compare to other countries and industries. The study intent to use survey method where data collected through Google form and physically from sample of 383 machine operators employed in a leading garment factory and moderate factories in Sri Lanka. For that use Brandix, Vogue textile, M.A.S Unichela and Star garments which is located in Koggala free trade zone. Pay and benefits, working condition, supervisory support and promotion are positively correlate with the employee retention according to the Regression Linear process of the SPSS 25 tool. Through this research reveal that working condition and supervisory support highly affect to the employee retention. As well as in this showed age as a moderator and finding shows this moderator has positive and significant relationship between job satisfaction and the employee retention according to Andrew F. Hayes process in SPSS 25. As well as in Sri Lankan context, these variables impact need to understand for sustainability of the apparel industry.Item The Impact of Facebook Advertising on e-Brand Equity: Examining the Moderating Effect of Negative Sentiments with Special Reference to Telecommunication Industry in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Hewapathirana, N. T.; Thilina, D. K.Facebook advertising has become one of the most used social media advertising platforms in the Sri Lankan telecommunication industry. The industry is growing rapidly over the past decade of time and demand for telecommunication services have been enormously raised. In today's context, telecommunication service providers utilize Facebook advertising to accomplish specific marketing goals and objectives. Thus this study aims to interpret how Facebook advertising affects e-brand equity. Moreover, the researcher's secondary aim is to examine the moderate role of negative sentiments. This analysis was quantitative and structured questionnaires were used to obtain primary data from the sample. The study used the convenience sampling method, which comes under non-probability sampling and three hundred thirty-three responses were collected from the western province which includes Colombo, Gampaha and Kalutara districts. The data were analyzed using the software SPSS 25 to obtain descriptive statistics, comparing mean analysis and correlation analyses. The findings of the study revealed that Facebook advertising significantly impacted e-brand equity while negative sentiments significantly moderated the relationship between Facebook advertising and e-brand equity. Finally, the study contributes with several strategies for the telecommunication industry with their Facebook advertising practitioners in planning the advertising campaigns and improving the existing practices.Item Factors Affecting on Smartphone Purchase Intention of Customers in Sri Lanka: Examining the Moderating Effect of Age(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2021) Ranathunga, P. R. S. W.; Thilina, D. K.Freelance of digital marketing is a rapidly grown industry in these days. Since this COVID-19 situation most people were turn in to digital jobs and work from home. Advertisers and freelancers in Sri Lanka very surely know how much their web showcasing procedures, digital marketing strategies are making the clients towards the brand. So they try to go with this industry. But in here some people were very success in their career and some were not. And also there has no any correct guidelines, information for this industry. Main aim of this study to identify the Factors influence on online freelancing of Digital Marketing industry in Sri Lanka. By this research researcher can identify the factors that affecting to that industry. This analysis was quantitative. In here researcher used structured questionnaires for collect primary data. The sample size was two hundred eighty-six. Researcher used convenience sampling method under non-probability sampling. Those responses were collected from the western province. The data were analyzed using the software SPSS 25. The finding of the study demonstrate that online freelancing of digital marketing industry positively influenced by use of social media, awareness, willingness for online freelancing and smart technology. By this research, researcher can identify the favorable and unfavorable factors. So freelancers, future researchers and other relevant parties can use this information for create their strategies and find the best way to improve their carrier. And they can get a better understanding about the industry.