Symposia & Conferences

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    The Impact of Storytelling Ads on Consumer Purchase Intention with Special Reference to the Sri Lankan Hospitality and Tourism Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ramanayaka, I. M.; Wijenayaka, S. I.
    This research examines the impact of storytelling advertisements on consumer purchase intention within Sri Lanka’s hospitality and tourism industry. Storytelling has gained prominence in digital marketing as an engaging strategy to capture consumer interest. This study specifically investigates the influence of key storytelling dimensions—irritation, word-of-mouth (WOM), entertainment, memorability, informativeness, and time duration—on purchase intention, aiming to understand how these elements shape consumer behavior. A structured quantitative methodology was employed, with survey responses collected from a representative sample of individuals engaged in tourism-related activities. Advanced statistical analyses ensured the reliability and validity of the findings. A quantitative research design was adopted, utilizing a convenience sample of 384 respondents. Data was collected through an online questionnaire, making it accessible to a broad range of participants. The study followed a cross-sectional approach, capturing consumer perceptions at a single point in time. Data analysis was conducted using SPSS, and hypothesis testing was performed through multiple regression analysis to examine the relationships between storytelling dimensions and purchase intention. This approach enabled a comprehensive assessment of the factors influencing consumer decision-making within the hospitality and tourism sector. The coefficient table highlights the specific contributions of each component to purchase intention. The constant value of 0.189 signifies the baseline purchase intention in the absence of experiential factors. The findings confirm that WOM (β = 0.101, p = 0.003), entertainment (β = 0.124, p = 0.004), and memorability (β = 0.779, p < 0.001) significantly enhance purchase intention. Memorability demonstrated the strongest influence, indicating that advertisements leaving a lasting impression are most effective in driving consumer decisions. Conversely, irritation (β = -0.035, p = 0.257), informativeness (β = -0.046, p = 0.219), and time duration (β = 0.004, p = 0.887) showed non-significant effects, suggesting that while factual content and ad length are considerations, they do not directly impact purchase behavior in this context. These insights offer substantial implications for marketers in the hospitality and tourism industry. The study underscores the importance of crafting emotionally compelling and memorable storytelling advertisements to maximize consumer engagement. WOM plays a crucial role in amplifying the reach and credibility of marketing messages, while entertainment-driven content fosters greater audience retention and interaction. Marketers are encouraged to prioritize creative and immersive storytelling techniques that build strong consumer connections, ultimately influencing purchasing decisions. Despite its contributions, the study has some limitations. Its cross-sectional design restricts the ability to analyze long-term behavioral changes, and its industry-specific focus limits the broader applicability of findings. Future research could explore these dimensions across different sectors and cultural contexts, incorporating longitudinal studies to examine evolving consumer perceptions over time. By refining storytelling strategies and leveraging consumer psychology insights, businesses can enhance the effectiveness of digital advertising and strengthen their market positioning.
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    Exploring Consumer Motivational Factors for Creating User-Generated Content in Sri Lanka’s Western Province Cosmetic Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Sandamali, K. B. S.; Wijenayaka, S. I.
    User-generated content (UGC) has rapidly evolved into a crucial marketing tool with the widespread adoption of social media. Despite its growing presence, there remains a significant gap in understanding how effectively UGC influences different industries, particularly in consumer-driven markets. Many marketers have yet to fully grasp its potential, as the motivations behind content creation are not always clear. Existing research underscores the need for further exploration into the specific factors that drive individuals to generate content, making it essential to identify what truly encourages consumers to actively participate in content creation. This study aims to bridge this gap by analyzing the key motivational factors that inspire individuals to create UGC within the cosmetic industry in Sri Lanka’s Western Province. To achieve this objective, a structured research methodology was employed, following a deductive approach within the positivism paradigm. Data was collected through an online survey distributed via Google Forms, yielding a total of 384 valid responses. The questionnaire was meticulously designed, comprising 30 questions across seven sections, each aligned with critical independent variables, including economic benefits, self-expressiveness, entertainment, knowledge sharing, community engagement, and UGC generation. Additionally, demographic data was collected to ensure consistency and relevance in participant profiles. This study was anchored in the Uses & Gratifications Theory, supported by empirical literature, to establish a strong theoretical foundation. The findings of this research revealed that three key motivational factors, economic benefits, community engagement, and overall consumer motivations significantly influence the creation of UGC. These results highlight that consumers are more likely to generate content when they perceive financial incentives, feel a sense of belonging within a community, or derive personal gratification from their participation. The study’s conceptual framework was rigorously tested and validated, reinforcing its relevance in understanding consumer behavior in the digital landscape. While this research provides valuable insights, it is not without limitations. The study focused exclusively on consumers within the Western Province of Sri Lanka, which may restrict the generalizability of findings to a broader population. Future research should consider expanding the sample to include diverse geographic regions, ensuring a more comprehensive understanding of consumer motivations across different cultural and economic contexts. Additionally, incorporating qualitative methods such as focus group discussions and in-depth interviews could offer richer insights into the underlying psychological and emotional drivers of content creation. From a strategic standpoint, businesses can leverage these findings to develop more effective marketing initiatives that encourage UGC participation. By offering tangible incentives and fostering a strong sense of community among consumers, brands can create an environment that naturally inspires content generation. Moreover, facilitating seamless content-sharing experiences through user-friendly digital platforms can further amplify consumer engagement. As UGC continues to shape digital marketing landscapes, brands that successfully harness its potential will benefit from enhanced visibility, greater consumer trust, and, ultimately, increased sales and brand loyalty.
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    Factors Affecting the Attitude towards Facebook Advertisements – With Special Reference to Colombo City Customers.
    (Department of Marketing Management, University of Kelaniya,Sri Lanka., 2017) Sandaruwan, P.M.D.; Gayathree, D.A.G.P.K.
    In today environment, online social networking, especially Facebook is almost impossible to ignore, hence it has become a part of people’s daily life activities. Advertisers, marketers and companies have therefore identified the opportunity of this habit and incorporate Facebook into their marketing strategies. Advertising through the Facebook enhanced the value of advertising in terms of brand awareness, profit and return on investment. But on the other hand, the effect of Facebook advertising depends on the factors that affect to customers’ attitude toward advertising because it would not make any sense for advertisers to put effort in Facebook advertising without knowing the impact on customers’ attitude. The aim of this study is to examine some factors that possibly would have an influence on the customers’ attitude toward Facebook Advertising with special reference to Colombo city customers in Sri Lanka. This research study provides some insights to companies, marketers and advertisers that may draw current and potential consumers’ positive attitude toward advertising on Facebook.
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    Impact of Web Quality on Consumer’s Online Purchase Decision with Special Reference to Online Shopping Market in Sri Lanka.
    (Department of Marketing Management, University of Kelaniya, 2017) Aponso, G.D.R.; Kumara, W.D.
    This study examines the impact made by the web quality on the consumer’s online purchase decision with special reference to online shopping market in Sri Lanka. Dimensions of Web quality model (usefulness, ease of use, entertainment and complimentary relationship) identified as independent variables and online purchase decision identified as dependent variable. A quantitative and descriptive research design was followed, and 200 responses were collected through self-administered questionnaires from local online shoppers who live in western province in Sri Lanka. The findings proved that there exists a moderately strong yet positive relationship between web quality and consumer online purchase decision. Therefore this research will give industry practitioners some insight in to the perceptions regarding the quality of web sites and how it will generate more online consumers to the business in order to allow the organizations to make changes accordingly. Therefore researcher would like to recommend for players who play their business in online shopping market to build up quality web site enhancing the usefulness, ease of use, entertainment and complimentary relationship with its consumers.
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    The Impact of Web Quality on Consumer’s Offline Patronage Decision (With Special Reference to Casual Dining Restaurant Industry in Colombo).
    (Department of Marketing Management, University of Kelaniya, 2016) Anushika, B.M.G.L.; Wijesundara, C.B.
    The role of web sites has grown significantly in recent years. Previously known for being a marketing tool to supplement the efforts of salespeople and retail outlets, web sites now fulfill a vital function in the consumer’s buying behavior. Web sites are frequently utilized because of their convenience, allowing browsers to visit 24 hours a day, seven days a week and provide potential customers the ability to comparison shop multiple brands and/or products. Previous research has shown that web sites can be an important tool for hospitality and tourism marketing. Oftentimes, restaurant companies are found in a position of embracing the presence of a company web site as the complete internet marketing solution. Restaurant websites appear to be fairly strong in providing information in a technologically savvy environment. The primary focus of this research is on web site quality of casual dining restaurants in Colombo to study its relationship with consumer offline patronage decision. Based on a sample of 188 respondents drawn from Colombo district, the study measured the relationship between web quality and patronage decision following the quantitative methodology of conducting research. Researcher utilized the questionnaire method as the mean of primary data collection. The results proved that there exists a moderately strong yet positive relationship between web quality and consumer offline patronage decision. This research will give industry practitioners some insight in to the perceptions regarding the quality of web sites and how it will generate more patrons to the business in order to allow the organizations to make changes to their web strategy accordingly.