• The Impact of Social Media Marketing on Consumer Purchase Decisions: Mediating Effect of Brand Awareness in Modern Trade Supermarkets in the Western Province of Sri Lanka 

  Weerasinghe, B. P.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  With the proliferation of social media and its integration into modern lifestyles, more and more buyers and sellers are now meeting and transacting via social media platforms. Most modern consumers use a range of different ...
• The Impact of Facebook Advertising on Young Consumers Purchase Intention of Casual Fashion Industry in Colombo District, Sri Lanka: Examining the Mediating Effect of Advertising Value 

  Karunanayake, R. B. K. N.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  With the proliferation of social media and its integration into modern lifestyles, many modern marketing communication initiatives are being channeled using platforms such as Facebook. This is especially true for products ...
• The Impact of Brand Personality on Brand Affect Towards Cosmetic Brands: Special Reference to The Youth Segment in Colombo District 

  Soysa, L. U.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  A customer’s preference for a particular cosmetic brand is often influenced by a complex set of psychological influences that transcend functional utility. This study investigates the interplay between brand personality ...
• Impact of Web Characteristics on Purchasing Intention on Facebook Marketplace with Mediating Effects of Online Trust with Special Reference to Consumer Electronic Industry in Sri Lanka 

  Rathnayaka, R. M. H. P.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  With the proliferation of e-market platforms, the prominence of Facebook as a marketplace has grown very rapidly across the globe. Therefore, the impact of web characteristics and online trust on purchase intention has ...
• Impact of Store Atmosphere on Impulsive Buying Behaviour: Mediating Effect of Hedonic Shopping Value with Special Reference to Supermarket Industry in Western Province 

  Madushani, B. M. U.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  Supermarkets are one of the fastest-growing areas within the retail industry. With the increasing competition, the store atmosphere has become a prominent differentiating mechanism in a saturated market. Along with the ...
• Impact of Social Media Advertising on Consumer Buying Intention in Fashion Retail Industry: Special Reference to Local Fashion Retail Chains with the Mediating Effect of Consumer Brand Relationship in Western Province of Sri Lanka 

  Dhanushika, P.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  The mass proliferation of social media and internet technology has created tremendous opportunities for both marketers and consumers. Hence, modern marketers are very keen to deepen their understanding regarding the ...
• Impact of Sales Promotion in Developing Impulsive Purchasing Moderation Trade Examining the Moderation of Brand Image 

  Senarathna, N. R. S. D.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  As the popularity of modern trade has increased among Sri Lankan shoppers, so has the competition between different supermarkets. To balance the expectations of shoppers for greater value with their own objective of ...
• Impact of Green Product Attributes on Green Purchasing Intention with Special Reference to the Sport & Malt Ready-To-Drink (RTD) Beverage Industry in Sri Lanka: Mediating Effect of Consumers’ Environmental Attitudes 

  Wijerathna, K. D. S.; Jayawardena, S. M. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  Recent environmental concerns have greatly heightened the green product awareness of consumers globally. The Sport & Malt Ready-to-Drink beverage industry is a dynamic and fast-growing segment of the market that appeals ...
• The Impact of Cross-Cultural Advertising on Ethnocentric Consumerism with the Mediating Effect of Cultural Sensitivity: A Study in The Context of the FMCG Industry in Sri Lanka 

  Sivasangari, Y. K.; Udovita, P. V. M. V. D. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  This research investigates the impact of cross-cultural advertising on consumer ethnocentrism in the context of the Fast-Moving Consumer Goods (FMCG) industry in Sri Lanka, with a specific focus on the mediating role of ...
• The Impacts of Brand Love on Brand Loyalty with the Mediating Role of Self-Esteem: A Study in the Fast-Moving Consumer Goods (FMCG) Industry of Sri Lanka 

  Pathirana, I. N. P. K.; Udovita, P. V. M. V. D. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  This paper aims to enhance our understanding of the mediating role of self-esteem (SE) in the connection between brand loyalty and brand love, focusing on the fast-moving consumer goods (FMCG) industry in Sri Lanka. ...
• Impact of Social Media Advertising on Brand Loyalty with Special Reference to Cosmetics Industry in Western Province, Sri Lanka: Mediating Effect on Brand Engagement 

  Premakumara, D. P. G. H. P.; Udovita, P. V. M. V. D. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  This study investigates the impact of social media advertising on brand loyalty in the cosmetics industry within the Western Province of Sri Lanka, emphasising the mediating role of brand engagement. Adopting a deductive ...
• Impact of Greenwashing on Consumer Purchase Intention Special Reference to Cosmetics Industry in Sri Lanka: Mediating Effect of Word of Mouth 

  Karunarathna, K. D. P. T. D.; Udovita, P. V. M. V. D. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  In today's era of ecological awareness, people are increasingly concerned about environmental issues, which increases the desire for sustainable practices to protect the planet for future generations. As consumers prioritise ...
• Impacts of Green Packaging on Consumers’ Green Purchasing Intention of Food and Beverage Industry in Sri Lanka with the Moderating Effect Price Consciousness 

  Chathurika, N. S.; Udovita, P. V. M. V. D. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  This study investigates the dynamic relationship between green packaging and consumer green purchase intention within Sri Lanka's growing food and beverage industry, while also examining the potential moderating influence ...
• Impact of Facebook Advertising on Consumer Purchase Intention with Special Reference to Cosmetic Industry in Western Province 

  Henry, D. D. C. S.; Udovita, P. V. M. V. D. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  This study delves into the impact of Facebook advertising on consumer purchase intention, with a specific focus on the cosmetic industry in the Western Province. Recognising Facebook's pivotal role as a tool for product ...
• Impact of Electronic Word of Mouth on Purchase Intention in the Fast-Food Industry in Sri Lanka, with the Mediating Effect on Brand Image 

  Jayasinghe, A. Y. M.; Udovita, P. V. M. V. D. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  This study explores the influence of electronic word-of-mouth (eWOM) on purchase intention in the Sri Lankan fast-food industry, considering brand image as a mediating factor. Unlike prior research focusing on limited eWOM ...
• Impact of Consumer Buying Motivations on Online Purchasing Intention Special Reference to Fashion Industry in Sri Lanka: Mediating Effect of Consumers’ Attitude towards Social Media Advertising 

  Madapatha, A. S.; Udovita, P. V. M. V. D. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  This study investigates the impact of consumer buying motivations on online purchasing intention, with a specific focus on the fashion industry in Sri Lanka, and explores the mediating role of consumers' attitudes towards ...
• The Impact of Social Media Influencers on Domestic Tourist Travel Decisions and The Mediating Role of Perceived Authenticity: A Study Focusing on Multiple Tourist Places in Sri Lanka as a Travel Destinations 

  Shivakumar, M.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  In recent times, social media influencers have become crucial sources of travel-related information, significantly influencing tourists’ behaviour in choosing travel destinations. This is particularly evident in the context ...
• The Impact of Social Media Influencer Marketing on Purchasing Intention of Mobile Devices: Moderating Role of Brand Credibility with Special Reference to Gen Z in Sri Lanka 

  Arshaq, M. A. M.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  The rapid growth of social media usage and the mobile phone industry in Sri Lanka, particularly among Generation Z, has underscored the urgency of comprehending influencer marketing strategies and assessing their efficacy. ...
• The Impact of Firm-Generated Facebook Content on the Purchase Intention of Natural Cosmetics in Sri Lanka: Examining the Moderating Role of Consumer Involvement 

  Budsarani, S. V. I.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  In today's digital world, businesses increasingly use social media platforms to connect with customers and promote products. Among these platforms, Facebook stands out due to its large user base and wide reach. However, ...
• The Impact of Facebook Word of Mouth on Consumer’s Purchase Intention: Special Reference to Facebook Fashion Clothing Brand Pages of Sri Lanka 

  Gunathilaka, W. A. M. D. R.; Thilina, D. K. (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya Sri Lanka, 2024)

  The retail fashion industry in Sri Lanka has experienced significant growth, which has increased competition and forced marketers plan to meet changing consumer needs. The growing impact of social media sites such as ...

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