Marketing Management
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/218
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Item The Mediating Role of Perceived Authenticity on Relationship Between Social Media Influencers and Domestic Tourist Travel Decision: A Study Focusing on Multiple Tourist Places in Sri Lanka as Travel Destinations(University of Sri Jayewardenepura, Sri Lanka, 2025) Manojprasath S.; Dhuveeshan M.; Sivasangari Y.K.; Thilina D.K.Purpose: This study explores the impact of social media influencers (SMIs) on travel decision-making in Sri Lanka, aiming to fill a research gap on their role in shaping traveler behavior. It highlights the potential for SMIs to assist the country's tourism recovery post-crises like the 2019 Easter attacks and COVID-19. The findings offer strategic insights for marketing Sri Lanka as a tourist destination and fostering sustainable tourism growth. Design/methodology/approach: The study uses a quantitative approach and deductive reasoning to investigate how social media influencers (SMIs) affect Sri Lanka's domestic tourism destinations. Also, this study collected 368 qualified responses from Google form as the sample which was collected as primary data other articles and books referred to this as the secondary data source. For the data analysis, this study adopted the IBM SPSS software tool. Findings: This study examines how Social Media Influencers (SMIs) impact domestic travel decisions, focusing on SMI Content Relevance, Attractiveness, Expertise, and Trustworthiness. A strong correlation is found between these characteristics and travel decisions, with perceived authenticity playing a key mediating role. The analysis reveals a significant combined effect of these factors on shaping travel preferences. Originality: This research offers a unique exploration of social media influencers' impact on tourism decision-making in Sri Lanka, focusing on the often-overlooked mediating role of perceived authenticity. By examining how SMI attributes—such as content relevance, expertise, and attractiveness—affect independent travel choices, the study sheds new light on the intricate dynamics between influencers and tourists. Its findings provide novel insights for marketers and policymakers aiming to harness influencer power for sustainable tourism growth. Implications: This research enriches social influence theory by highlighting how social media influencers shape travel trends, particularly within Sri Lanka's cultural context. Practically, it emphasizes integrating influencers into strategic tourism marketing, especially for post-crisis recovery, enhancing domestic and foreign tourism appeal. The study provides a foundation for evidence-based decision-making, helping stakeholders align strategies with evolving consumer behavior trends.Item Beyond breathing exercises: rethinking mindfulness through a Buddhist lens to combat unethical decision-making in organizations(Emerald Publishing Limited, 2025) Perera, G.N.R.; Feranita, F.; Xavier, J.A.; B. Jaya Kumar, T.Purpose The purpose of this study is to explore the intersection of mindfulness practices and ethical decision-making within organisational leadership. Drawing from ancient Buddhist principles and contemporary neuroscience, this study aims to illuminate how mindfulness can enhance cognitive and emotional regulation, thereby fostering ethical behaviour and improved decision-making among leaders and employees. By examining the theoretical and practical implications of mindfulness in the context of organisational behaviour, this research seeks to contribute to the development of more compassionate, ethical and effective leadership practices, ultimately promoting a more mindful and sustainable business environment. Design/methodology/approach This concept paper explores the integration of mindfulness meditation practices with decision-making, particularly its influence on ethical choices, through a comparative study of modern techniques and the ancient teachings of the Tripitaka. Using a methodology that spans literature review in organisational behaviour and leadership, alongside in-depth analysis of the Tripitaka and contributions from scholars like Bhikkhu Bodhi, the paper examines the potential of mindfulness in enhancing ethical decision-making. It incorporates a range of sources, including peer-reviewed journals and seminal books across various disciplines, to underscore the transformative potential of mindfulness in addressing contemporary challenges and guiding leadership practices. Findings This discussion explores how mindfulness, rooted in ancient Buddhist philosophy and aligned with modern neuroscience, can significantly enhance managerial decision-making by fostering a balance between cognitive and emotional factors. It delves into the transformative potential of mindfulness in refining thought processes, promoting ethical decision-making and mitigating cognitive biases. By bridging traditional wisdom with contemporary scientific insights, the analysis underscores mindfulness as an active, dynamic process crucial for personal growth and effective leadership in complex environments. Research limitations/implications One limitation of this research is its reliance on theoretical frameworks and literature reviews, which may not capture the full range of practical challenges in implementing mindfulness practices within organisations. Additionally, the diversity in mindfulness methodologies and the subjective nature of mindfulness experiences may affect the generalisability of the findings. Future research should include empirical studies to validate the proposed benefits of mindfulness in organisational settings and explore the most effective strategies for integrating mindfulness practices into leadership and decision-making processes. This would help in understanding how mindfulness can be tailored to suit different organisational cultures and individual preferences. Practical implications The practical implications of applying mindfulness in organisational settings include enhanced decision-making abilities, improved leadership effectiveness and increased employee well-being. Mindfulness training can equip leaders and employees with the skills to manage stress, navigate complex ethical decisions and maintain focus amidst distractions, leading to more thoughtful and responsible business practices. Organisations might see a reduction in conflict, enhanced creativity and better teamwork, contributing to a more harmonious and productive workplace. Implementing mindfulness programmes could also support talent retention and attraction by promoting a workplace culture that values mental health and ethical behaviour. Social implications The social implications of integrating mindfulness into organisational decision-making and leadership, as suggested by the document, include promoting ethical behaviour, enhancing emotional regulation and improving team dynamics. Mindfulness practices can lead to more informed and conscious decision-making, reducing cognitive biases and fostering a culture of ethical awareness within organisations. This shift towards mindful leadership could potentially transform organisational cultures, encouraging greater compassion, ethical responsibility and collective well-being, thereby contributing positively to broader societal values and norms. Originality/value The originality and value of this research lie in its novel integration of mindfulness concepts derived from ancient Buddhist teachings with contemporary neuroscience and organisational behaviour studies. By exploring the deep-rooted philosophical underpinnings of mindfulness and their applicability to modern ethical decision-making and leadership practices, this work offers a unique perspective that bridges historical wisdom with current scientific understanding. It provides a comprehensive framework for understanding the transformative potential of mindfulness in organisational settings, highlighting its capacity to foster ethical leadership, enhance decision-making processes and contribute to a more mindful, compassionate and sustainable business environment.Item Customer Shopping Value on Brand Loyalty: Mediating Role of Customer Satisfaction: A Study on E-Commerce Industry in Western Province, Sri Lanka(2024) Madushika, R. A. L.; Dissanayake, D. M. R.; Udovita, ViduniThis study explores the impact of customer shopping value on brand loyalty within Sri Lanka's burgeoning e-commerce sector, emphasizing the roles of utilitarian and hedonic values. Utilizing a positivist philosophy and deductive approach, authors have collected and analyzed data from 384 respondents in the Western Province. The findings confirm that both utilitarian and hedonic values significantly influence brand loyalty, with customer satisfaction mediating this relationship. The study highlights the need for e-commerce managers to prioritize both functional and experiential aspects of shopping to foster loyalty. Future research should expand this investigation across various industries, demographic groups, and technological contexts, considering additional mediating and moderating factors such as trust, security, sustainability, and corporate social responsibility. These insights will help develop targeted strategies to enhance customer satisfaction and brand loyalty in diverse settings.Item Revitalising Export Orientated SMEs of Sri Lanka with Trade Credit Insurance(2024) Jayaweera, Asha; Bhaumik, Amiya; Liyanage, ChaturaFinancial losses due to unsettled receivables from commercial debtors, which expose them to enhanced credit risk, pose a serious challenge to the profitability and expansion of export-orientated small and medium enterprises (SMEs) the world over. Trade credit insurance is a specialised insurance product that aims to mitigate credit risk by protecting the account receivables of businesses involved in international trade. However, the adoption of trade credit insurance amongst export-orientated SMES remains strikingly low. The purpose of this paper was to examine the effectiveness of the use of trade credit insurance in raising the profitability levels of export-orientated SMEs, the reasons for its low adoption rate, and strategies to encourage enhanced utilisation of it among SMEs. The quantitative methodology was employed by way of a survey in conducting this study, which included a sample of 345 managers or owners of export-orientated SMEs in Sri Lanka. Descriptive analysis revealed that 20.9% of the respondents were unaware of the existence and benefits of trade credit insurance, and only 63.2% were utilising trade credit insurance. Ordinal logistic regression analysis revealed that SMEs that employed trade credit insurance in mitigating trade credit risk showed significantly higher growth in profitability in comparison to those who did not. Therefore, to revitalise the export-orientated SMEs and enhance their contribution towards the economic prosperity of the country, it is recommended to increase awareness of trade credit insurance among them and strengthen their risk management culture while improving the service quality of service providers.Item Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Young Business Executives’ Attitudes Towards Green Products in Developing Country Contex(2023) Cooray, W. H. H.; Patabendige, S. S. J.; Mirando, U. J.Green purchasing behavior, characterized by acquiring and consuming environmentally friendly products, has gained significant attention in recent years. However, scholars posit that transitioning to "going green" necessitates a fundamental shift in consumer behavior patterns. This study aims to enhance the understanding of green purchasing behaviour among young business executives (aged 24-39) in Sri Lanka's Western Province. It investigated the combined influence of environmental knowledge (both subjective and objective) and attitudes towards green products on green purchase intention. Specifically, the study examined the direct relationship between subjective and objective environmental knowledge with green purchase intention and the potential mediating effect of attitudes toward green products on this relationship. Employing a survey-based methodology, questionnaires were distributed through a convenient sampling technique to the target population within the Western Province. Data analysis utilized correlation and regression techniques via SPSS 26 software. The findings reveal that objective environmental knowledge exerts a greater influence on green purchasing decisions than subjective environmental knowledge. It is also found that more than environmental knowledge directly translating into green purchasing intention, it is the attitudes of the decision-makers toward the environment that act as a conduit. These findings, therefore, yielded valuable insights for marketers and others interested in promoting green consumption, empowering them to make informed decisions and develop effective strategies.Item Impact of supply chain agility on customer value and customer trust: Moderating effect of price sensitivity in healthcare industry(2024) Mirando, U. J.; Herath, H. M. R. P.This study investigates the impact of supply chain agility on customer value and customer trust while investigating the role of price sensitivity as a mediating variable in the healthcare industry. A quantitative methodological approach was used. This was crosssectional descriptive research based on a survey method, and data were collected using a structured questionnaire. The sample consisted of 384 respondents who had already used healthcare facilities. The sampling technique was convenience sampling and collected data were analyzed using structural equation modeling. The study indicated that supply chain agility positively impacts customer value and customer trust, while there is no moderation role of price sensitivity in the healthcare industry. Previous scholars revealed that there is a strongly available association between supply chain agility and customer value. But no attempt was undertaken to investigate the impact of supply chain agility on customer trust while moderating the role of price sensitivity.Item Security matters: Empowering e-commerce in Sri Lanka through customer insights(2024) Jayathilaka, Ruwan; Udara, Isurin the fast-paced, post-COVID digital world, e-commerce presents promising prospects for significant advancement. However, customers often feel uncertain due to persistent concerns about the robustness of security measures safeguarding e-commerce platforms. The primary objective of our study was to identify factors affecting the security of e-commerce platforms based on the perceptions of Sri Lankan customers. This research was conducted using data collected from Sri Lankan e-commerce users via both online and offline surveys. An ordered probit regression model was utilised, demonstrating that transaction security, privacy, vendor system security, and platform quality positively impact the perceived security of e-commerce. The e-commerce industry in Sri Lanka is expected to see growth and an increased user penetration rate. The findings of this study are anticipated to assist e-commerce business owners and policymakers in addressing critical security issues, namely vulnerabilities in transactional security, low privacy, inadequate system security, and poor e-commerce platform quality. These improvements are expected to build trust and credibility among consumers, maximising e-commerce success.Item A Conceptual Review on Impact of Green Practices on Green Brand Equity: With the Moderating Effect of Consumer Traceability Knowledge(Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2023) Fernando, A. L.; Dissanayake, A. G. M. D. C.A rapid increase in the implementation of green practices can be observed by companies to support sustainability objectives with the rise of environmental concerns. In today's cutthroat market, green brand equity (GBE), which represents a brand's perceived environmental friendliness, has emerged as a crucial component. Consumer traceability knowledge, which measures how well customers can track the environmental impact of a brand's products, is still not well understood in the context of GBE. Even though previous researchers have focused on the relationship between green practices and green brand equity, this research specifically seeks to determine the moderation effect of consumer traceability knowledge between the variables of green practices and green brand equity. The deductive research approach is adopted by the researcher, which is a formal and top-down way of conducting research based on existing literature. The researcher gathers primary data through a questionnaire to test the research study, hypothesis, and constructs. The researcher intends to use SPSS 25 to analyses the data, applying the hypotheses to the simple regression analysis and the Hayes process model. This study expects to yield several expected findings. One of the main anticipated results is that a company's green brand equity and the implementation of green practices are positively correlated. It is anticipated that the study demonstrates how consumer traceability awareness modifies the link between green practices and green brand equity. This study underlines the critical function of Consumer Traceability Knowledge as a moderator and the value of Green Practices in boosting GBE. It underlines the significance of transparency in building positive consumer views and offers insightful information for firms looking to develop sustainable brand equity. This study advances green marketing and sustainability strategies by thoroughly analyzing these dynamics, empowering businesses to successfully negotiate the shifting consumer environment of eco-consciousness.Item Frugal Innovation and Core Characteristics: A Systematic Literature Review(Scope, 2023) Velananda, Y.L.; Dissanayake, D.M.R.; Wickramasinghe, C. N.Making products that cater to the requirements of emerging and new markets may help businesses all around the world. The concept of frugal innovation has resulted in many successful products for various markets that save money, focus on the most critical aspects, and perform well. According to the literature study, organizations must have a frugal mindset to come up with frugal innovations. For this qualitative study, the SPIDER methodology was employed. Businesses must learn to think frugally to come up with innovative ideas on a limited budget. A comprehensive review of the literature was undertaken to identify the most important aspects influencing people's decisions on frugal innovation initiatives at work. The review of relevant literature yielded important parameters. The goal of this study was to establish an understanding of what frugal innovations mean to different researchers, and what characteristics are essential for launching and sustaining frugal innovations. The conclusions of this study have implications for academic research on frugal innovations and the frugal attitude, as well as for businesses seeking new ways to save money and expand their market opportunities while capturing an unserved market with frugal innovations. This paper examines the core characteristics of frugal innovation: Affordability, optimized for performance level, concentration on core functionality, simplicity, high quality, eco-friendly, and sustainability. The main research strategy used was the systematic literature review with some attention given to cases and practices based on the Sri Lankan context. The paper discusses different scenarios and cases guiding future research directions. It concludes research avenues by highlighting future research directions for extended studies.Item E-Learning Capability Maturity During Covid 19 Pandemic -A Qualitative Approach(QUALITY Access to Success, 2021) Herath, H.M.R.P; BANO, Yasmeen; Vasantha, S.Background of the study: Learning system that had been previously carried out through face to face approach inside the class room switched to the online learning activities during the pandemic and the most common online methods of e – interaction are Webinars, via sharing online materials in Learning Management Systems and social media platforms such as Whatsapp. Tirziu&Vrabie (2015) stated that online learning has become a standard component of various courses, which improve students’ attitudes and learning capability and make them to become more competent therefore, it is important to explore online learning capabilities that students have developed among themselves as a result of extensive exposure to online learning during COVID-19 epidemic. Objectives: This paper is based on above explained background therefore aimed to explore- learning capabilities that students have developed among themselves during the COVID19 pandemic. Methodology - Semi-structured interviews were conducted from 30 selected respondents based on a developed interview guide. A thematic analysis was then carried out with the interview transcriptions and coding was done based on a tree coding strategy. Altogether eight themes were found as a mix of priori and in-vivo coding. Findings: this study found various e- learning capabilities developed in students during the COVID-19 pandemic and revealed that online learning capability enhanced the students’ motivation and confidence level. Students have become more aware and familiar about digital learning tools. The study also revealed that how the e-learning capability has been developed during the pandemic and found that there are various factors that helped students to enhance their e-learning capability. Conclusion: This study is focused on identifying e-learning capability among the final year MBA students. Based on the result, it is concluded that students have developed various capabilities such as interpersonal capability, communication, confidence, attitude and cooperative learning. Further, the study also revealed the various approaches that help to identify the e-learning capability during the COVID-19 pandemic. the study concluded that e- learning capabilities have been significantly developed in during the COVID-19 pandemic and they have become more familiar with the digital learning tools. It helps to create the user friendly environment that motivates and increases their confidence.