Commerce and Management
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Item The Millennials as Stayers versus Switchers: The Context of Mobile Phone Services in Sri Lanka(Department of Marketing Management, University of Kelaniya, Sri Lanka., 2020) Karunaratna, A. C.The study was conducted to evaluate the nature of the behavioral aspects of the Millennials in terms of loyal and switching behavior as reference to the mobile phone services subscription. The study was conducted in two stages. At the initial stage, a customer survey was conducted with a sample of 521 respondents to identify the nature of retention and switching behaviour of the Millennials in the context of mobile phone services. The comprehensive analysis of customer responses extended the study to the second stage which involved in focus group discussions to probe the perceptions towards the decision of remaining loyal or switching and identify the nature and characteristics of each type of customer. Accordingly, the triangulation research approach involving both qualitative and quantitative data collection methods was adopted to achieve the desired objectives of the study. The study is significant as it evaluates the nature of the behaviour of the Millennials in the context of remaining versus switching and presents a semantic profile of customers with four types of loyalty namely fanatic, satisfied, brand loyal and captive and four types of switchers namely convenience seeker, discontented customer, variety seeker and price-conscious customer with respect to the mobile phone services industry.Item Influence of Social Media Advertising on Travel Decisions with the Moderating Effect of Travel Motivation; Study on Millennials and Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandakulani, A. M. Y.; Dissanayake, D. M. R.Millions of people around the world have been using social media to both inspire and plan their travel destinations. Perhaps, it is safe to assume that millennials and Gen Z are heavily reliant on social media influencers for their travel decisions. The purpose of this is to look at the effect of social media advertising on travel decisions and how travel motivation acts as a moderator. Furthermore, it investigates other ad elements specifically addressing how ad formats, Ad content, and ad engagement affect travel decision choices made by people, thus bridging an existing gap in the current body of literature about the subject of advertising. This study produced primary data through a structured questionnaire and convenience sampling from 434 respondents in a quantitative manner. In particular, descriptive statistics, correlation, and regression analysis consisting of 30 in IBM SPSS Statistics were used in data analysis, to provide a clearer interrelationship of variables in question. The findings concluded that travel decisions are affected by social media advertisements. This study was able to identify certain elements of advertising and marketing, such as ad content, engagement, and format which are influential when connecting consumers' behaviour with marketers. Even more, travel motivation was found to moderate the connection and thus increase the usefulness of social media advertising effectively to influence travel behavioral decisions. This study is limited by reliance on convenience sampling and self-reported information, which may introduce biases. Further, the focus on Millennials and Gen Z in a specific geographical area limits the generalizability of the findings to other demographic groups and settings. Conclusively, this study contributed to both theoretical and practical implications aligning social media advertising approaches with user preferences and motivations. Businesses operating in the travel industry could use the insights to develop tailored campaigns that could increase engagement, influence travel decisions, and foster long-term loyalty. Future research will examine the effects of emerging digital platforms and include a range of demographic and cultural settings to increase the generalizability of these findings.Item 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.Item 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.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.Item Adopting e-hailing Application Among Malaysian Millennials(The 7th International Conference on Cyber and IT Service Management (CITSM), Jakarta Convention Center – Jakarta, 2019) Razi, M.J.M.; Tamrin, M.I.M.; Nor, R.M.e-hailing apps dominate the public taxi transport sector all over the globe. Different researchers study this disruptive business model from a different perspective. The current researchers look at this phenomenon from the technology acceptance perspective. Technology Acceptance Model (TAM) make the base for the study. The variables Performance Expectancy (PE) and the Effort Expectancy (EE) and another two variables Trust, and Enjoyment are also considered in this study. Data were collected from 352 university students who are millennials. Out of the four hypotheses proposed, Effort Expectancy (H2), Trust (H3), and Enjoyment (H4) positively influence Intention. The hypothesis related to PE (H1) was not supported. Implications are discussed.