Commerce and Management
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Item Social Media Marketing: An Empirical Review on Contents and Applications(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2020) Siriwardana, A.; Ismail, N.Today’s world being in the middle of a social media revolution, it is more evident, that social media are being widely utilized with the end goal of communication. A few of the most significant advantages of the utilization of social media networking are creating awareness, engagement, drive traffic, interaction, and communication with a gathering of advocates and fans and sharing of information and knowledge among various groups of individuals. These advantages likewise promote the expansion of communication skills among the individuals. Innovation of technology and online tools have enhanced communication in endless means, yet the very manner we communicate and even the ways in which we converse, exhibit the subsequent change in communication. This research aims to analyze the effect of social media marketing activities on awareness, engagement, drive traffic, interaction, communication with a gathering of advocates and fans and sharing of information. Paper followed a deductive approach and this paper attempts to review current scholarly on social media marketing literature and research, including its beginnings, current usage, benefits and downsides, and best practices. Further examinations to uncover the vital job of social media, inside a digitalized business period. As a result of the comprehensive analysis, it undoubtedly displays that social media is a significant power in the present marketing context.Item IMPACT OF AWARENESS AND USAGE OF E-LEARNING PLATFORMS ON THE ACADEMIC PERFORMANCE OF UNDERGRADUATE STUDENTS IN FACULTY OF MANAGEMENT, UNIVERSITY OF KELANIYA, SRI LANKA(Department of Human Resource Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Nimanthaka, J. A. S.; Welmilla, I.This study investigates the impact of awareness and usage of e-learning platforms on the academic performance of undergraduate students in the Faculty of Management at the University of Kelaniya, Sri Lanka. The research follows a quantitative approach, employing a structured questionnaire to collect data from 303 undergraduate students. The study's objectives include examining how students' awareness of e-learning platforms such as Learning Management Systems (LMS), Zoom, and Microsoft Teams, influences their academic performance as well as assessing the role of usage frequency and convenience in shaping learning outcomes. The methodology involved statistical analyses, including descriptive statistics, reliability and validity tests, and multiple regression analysis. The findings revealed that both awareness and usage significantly impact academic performance, with awareness exhibiting a slightly stronger influence. The results further emphasize the complementary nature of awareness and usage, where students with higher knowledge of e-learning tools tend to utilize them more effectively, leading to improved academic outcomes. The study presents several implications for university administrators, policymakers, and educators. Practical recommendations include increasing training programs, enhancing platform accessibility, and integrating digital tools into the curriculum more effectively. Limitations include the study's focus on a single faculty within one university, which may affect the generalizability of the results. Future research should explore similar relationships in other faculties and institutions, adopt a longitudinal approach, and consider additional moderating factors such as internet accessibility and digital literacy.Item Factors Affecting the Adoption of Mobile Money Payment Systems by Small Business Owners in Colombo District, Sri Lanka(Department of Finance, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Kawshalya, J. M. H.; Samarawickrama, A. J. P.Introduction: The adoption of mobile money payment systems has garnered global interest for its role in promoting financial inclusion and business efficiency. However, in Colombo district, Sri Lanka, small business owners demonstrate limited adoption of these systems. This study explores key factors influencing adoption, including perceived usefulness, ease of use, credibility, cost, awareness, promotions, and facilitating conditions. Methodology: This quantitative study used a structured survey of 387 small business owners in Colombo district, examining factors like perceived usefulness, ease of use, cost, awareness, and facilitating conditions on mobile money adoption. Data analysis involved SPSS with reliability, descriptive, correlation, and regression tests. Findings: The study highlights perceived usefulness and cost as key drivers of mobile money adoption, with awareness and facilitating conditions also influential. Perceived ease of use has a moderate effect, while demographic factors like education, income, and business type moderate these relationships. Conclusion: The findings emphasize the need for targeted initiatives to improve awareness, reduce perceived costs, and enhance the perceived usefulness of mobile money payment systems. Service providers and policymakers can use these insights to develop strategies that address the specific barriers faced by small business owners in Colombo, ultimately fostering greater financial inclusion and digital transformation.Item A Study on Awareness and Positive Attitudes Towards Cryptocurrency Investments Among Millennials in Sri Lanka.(Department of Finance, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Samarasinghe, S. K. S. D.; Herath, H. M. N. P.Introduction: The increasing interest in cryptocurrency investments among millennials has made understanding their awareness and attitudes toward these digital assets crucial. The current study focuses on assessing the influence of impact of awareness and positive attitude on the behaviour of Sri Lankan millennials regarding cryptocurrency investments. Methodology: The research adopted a quantitative-deductive approach, with data gathered through an online questionnaire from 394 Sri Lankan millennials. The independent variables were awareness and attitude, while the dependent variable was investment behavior. Statistical analyses using SPSS were conducted on reliability, descriptive, correlation, and multiple regressions. Findings: Based on the findings, it is evident that both awareness and positive attitudes have a significant influence on cryptocurrency investment behavior. Awareness appears to play a slightly stronger role in shaping investment decisions. The correlation analysis shows strong positive relationships among these variables, supported by inter-correlation, VIF, and Cronbach’s alpha values, which confirm the reliability of the data. Conclusion: The study highlights the need to enhance awareness and foster positive attitudes to promote responsible cryptocurrency investments among millennials. These insights can guide policymakers and educators in developing programs to improve financial literacy and investment decision-making.