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    A Neural Network Analysis on Privacy Confidence on Digital Data among Members of LinkedIn Professional Network in India
    (9th International Conference on Business and Information (ICBI-2018), Department of Management Studies and Toc H Institute of Science and Technology, India, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka, 2018) Sreejith, S.; Raman, P.
    Privacy is an essential conception in law, social, cultural and ethical aspects. Nowadays everything and everyday life is connected and shared digitally. The major feature of digital era is data storage, data sharing and data analysis. In the context of digital records of information privacy propositions are based on both data accessibility and protection from data interceptions. Hence the present study aims to identify the perception about the confidence level of right to individuality, personal autonomy and privacy in the digital among Members of LinkedIn Professional Network in India. The study also tried to group the respondents based on their digital confidence. The study identified that there are two clusters as Cluster 1 represent high degree of digital confidence and Cluster 2 low degree of digital confidence. There are associations with both clusters and profile of the respondents such as age groups, education groups and occupational groups. Moreover the Neural network analysis revealed that the categories belonging to education groups and occupational groups are having high level of importance in determining the characteristics of digital confidence clusters
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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.