Student Research Conference on Marketing(SRCM)
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Item The Relationship between Social Media Marketing Activities and Consumer Purchase Intention: A Study with Special Reference to Mobile Telecommunication Industry in Sri Lanka.(Department of Marketing Management, University of Kelaniya, 2017) Arachchi, L.A.C.P.L.; Medis, A.Technology and the boom of the internet have encouraged people to connect with each other, share information and build relationships and the social web has presented a new form of communication through social media which allow people to interact and converse with each other. This presents marketers with the opportunity to affect consumers purchase intention through online marketing and social media. This social engagement by consumers has significant impact on marketing activities as marketers need to be aware of the factors affecting consumer’s purchase intention. The main objective of this research that follows is to identify the relationship between social media marketing activities and consumer’s purchase intention. The significance of this research study is that marketing communications has taken on a different dimension with the growth of online market places and the natural engage in social media marketing.Item A Study on Impact of Social Media Marketing Of Fashion Retailer Brands in Sri Lanka on Customer Purchase Intention.(Department of Marketing Management, University of Kelaniya, 2017) Wijegunawardhana, S.M.; Weerasiri, R.A.S.Due to the high competition of the fashion industry and the rapidly changing customer trends a fashion market has been challenging to the marketers like never before. The degree of customer involvement in the social media has further revoked industry by opening more avenues to the marketers while challenging them at the same time by making customers more knowledgeable and powerful. The purpose of this study to check how this social media marketing is actually affects the overall purchasing decision dynamics of the customers. This is an exploratory research; a pre tested questionnaire distributed among 100 young adults who purchase clothing with the use of convenience sampling technique to capture data for the study. The analysis of the study attempts to find whether social media usage affect purchase intention of fashion related products. The findings clearly states that more than 60% of the respondents are engaging with the social media posts of fashion retail outlets in Sri Lanka.. So this gives an idea if these social media posts are creating more impressions that its reach. So there is a chance of these social media posts making sales not only to their followers list but to others as well.Item A Study on Impact of Building Brand Awareness of Fashion Retailer Brands Using Social Media in Sri Lanka(Department of Marketing Management, University of Kelaniya, 2016) Madusanka, K.A.D.; Gayathree, D.A.P.G.K.Social media has been identified as one of the most innovative and impactful communication tools which facilitate two way communications. This 2 way communication makes the brand visibility and trust far better than traditional marketing communication methods. On the background of this, a research problem can be identified with special reference to fashion retailer industry in Sri Lanka. “How does the social media marketing effect on brand awareness when selecting a fashion retailer brand” The purpose of this research is to critically analyze the social media marketing practices which effect to consumers brand awareness when selecting a fashion retailer in Sri Lanka. The data required for the study will be collected from both primary and secondary sources. A structured questionnaire will be used to collect data in a formation. The sample for this study is going consider as a 100 respondents (Covering Colombo, Gampaha and Kaluthara areas) Collected data will be analyzed and interpreted to identify the solution for the research objectives. Since this is quantitative research findings will be interpreted using Bar charts, Pie charts and line charts and it will be more convenient to understand the weightings. The SPSS research analysis system will be used to analyze the research. There are 5 hypotheses have been tested and interpreted separately. According to the data collected, all hypotheses are proven and a conclusion can be taken as there is an impact to brand awareness of fashion retailer brands by the social media marketing activities. Thus it can be concluded that use of social media marketing on this industry and other related and similar industries will build brand awareness of the customersItem The Impact of Social Media Marketing on Brand Loyalty (the case in tourist hotel).(Department of Marketing Management, University of Kelaniya, 2016) Perera, P.K.D.P.; Herath, Renuka.Tourism is one of most emerging industry in day‘s context. It has widely spread around the every corner of the world. It has able to be a strong source of income for many. Countries such as Brazil, India, China and Sri Lanka social media play a vital role in of promoting the tourism destinations obtaining benefits from this emerging industries and most of the foreign and local tourist‘s use social media as a key information source and they are very assure about the information provided via social media. Social media has created a platform of two way communication and third part can involve with communication by reviewing the ratings and sharing experiences. It leads to improve brand trust and brand loyalty of the companies. Against such a background this study is focused on to understand the social media marketing on brand loyalty in tourist hotels Therefore the main objective of this study is to Identify and critically evaluate the social media marketing practices which effects on brand loyalty Both primary and secondary data were used for this research. Sample for the study was 100 and a structured questionnaire was the instrument for data collection. Using Excel and SPSS data has analysed. sspecially the regression analysis was carried out to identify the relation between the social media marketing and the brand loyalty in the tourist hotels and other descriptive tools such as frequency counts, mean scores, percentages and standard deviation were also calculated to get and overall idea.