Kelaniya Journal of Management

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    From Clicks to Carts: Exploring the Role of Unboxing YouTube videos in Driving the Smartphone Purchasing intention of Generation Z and Millennials in Sri Lanka
    (Faculty of Commerce and Management Studies, University of Kelaniya., 2023) Dilshan, H. P.; Patabendige, S. S. J.
    User-generated videos (UGVs), that is, videos generated by users as opposed to by manufacturers or sellers, have become increasingly popular, especially with Generation Zs and millennials. Using platforms like YouTube, UGVs create awareness and influence purchasing decisions through reviews. This study aims to better understand the effects of UGVs by focusing on their role in smartphone users' purchasing intention. The study draws on the uses and gratification theory, which contends that media users actively search for content that satisfies specific needs such as information seeking, social bonding, entertainment, and time passing. Data was sourced from an online survey involving 390 respondents from the Generation Z and millennial cohorts in Sri Lanka. Analysis revealed that viewing unboxing videos addresses all four gratification motives, while the information- seeking motive stood out as the primary driver. These findings provide valuable guidance for UGV creators and marketers in general on optimising content strategy.
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    The Impact of Organizational Identification and Moral Identity Centrality on Organizational Engagement of Millennials: The Moderating Effect of Work Values
    (Faculty of Commerce and Management Studies, University of Kelaniya., 2023) Udayangi, K. A. D. I.; Perera, G. A. T. R.
    This study investigates the moderating impact of work values of Millennials on their organizational engagement from a social identity perspective. Organizational engagement which is conceptualized as a dimension of engagement has been rather overlooked in literature. The study of Millennials’ work values and their impact on workplace attitudes and behaviour of Millennials is of timely importance given that they are becoming the largest generational cohort in global workforces. Social identity perspective is contemporarily applied in terms of various dimensions of engagement. The survey was conducted involving 285 Millennial MBA students in two of the leading universities in Sri Lanka, using a structured questionnaire. The data was analyzed using structural equation modeling. The results indicated no support for the premise that the work values of Millennials moderated the relationships between organizational identification or moral identity centrality and organizational engagement of Millennials. This study addresses the knowledge gap pertaining to the organizational engagement of Millennials and provides valuable insights into the work values of Millennials, through a social identity perspective. The findings imply that Millennials may not be different from others in terms of the relationships among organizational identification or moral identity centrality and engagement.