Browsing by Author "Kumara, D.W"

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fUse of Digital Signage on Driving Customer Purchase Motives with Mediating Effect of Consumer Emotional Experience in Fashion Retail Industry

Dabare, P.U.I; Kumara, D.W (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021)

Digital technology has transformed the traditional advertising practices replacing the outof-home concept with Digital Signage. This concept mainly interferes with the fashion retail industry making a huge impact on customer ...
The Impact of Electronic Word-of-Mouth Communication on Online Purchase Intention: Mediating Effect of Brand Image

Rathnayake, R.W.M.D; Kumara, D.W (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2021)

The present study investigates the impact of electronic word-of-mouth (eWOM) communication on online purchase intention and whether this relationship is mediated by the brand image concerning e-retailers in Sri Lanka. The ...

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