Browsing by Author "Bandara, G"

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Open Access
The Appropriateness of Organizational Structure for Project Performance: An Exploratory Study of Public Sector Organizations in Sri Lanka
(SLIIT Business School, 2023-12-14) Bandara, G
The objective of this paper is to explore the most appropriate type of structure that can improve project performance of public sector organizations in Sri Lanka. The study utilized the qualitative approach conducting ten structured interviews with project management administrators in the selected five public sector organizations and performing thematic analysis on the coded responses. According to the findings, of the five types of structures; functional, weak matrix, balanced matrix, strong matrix and projectized, strong matrix and projectized structures are advantageous to achieve project scope, time, cost, and customer satisfaction. Hence, the senior authorities at Sri Lankan public sector organizations must take actions to revise their existing structure into a strong matrix or projectized structure for achieving eminent project performance by fulfilling project scope, time, cost, and customer satisfaction.
Open Access
Effect of Social Media Influencers’ Attributes on Customer Purchasing Behavior in Sri Lankan Context (Special References to Facebook and Instagram)
(Emerald Publishing, 2022-12-01) Bandara, G; Jayasuriya, N; Nimnajith, M; Withanage, N; Fernando, K; Jayawardana, S
This study aims to identify how social media influencer’s attributes can be useful to tune the customer purchasing behavior. Since social media influencer highly affects the day-to-day life of people, he/she highly impacts on decision making of customers to purchase products in the market. Therefore, it is essential to identify how these significant attributes support him/her to influence on customer purchasing behavior. Through the literature, attractiveness, expertise, prestige, follower base, and trustworthiness are identified as major attributes and are considered as independent variables, while customer attitude and customer mimicry desire act as the mediating factors of the relationship between these attributes and customer purchasing behavior. The research is designed as a quantitative study and primary data were collected from a sample of 405 participants through questionnaire. All the Facebook and Instagram users in the country are considered as the population. Reliability and validity of data are ensured through pilot test and data were analyzed through factor analysis, correlation analysis developing multiple regression models and hypothesis testing. Considering the findings, all the attributes show positive correlation, and all the correlations are significant at the point of P = 0.001. The conceptual framework is acceptable since all the hypotheses are supported. The conclusion is that there is a positive and significant impact of social media influencer’s attractiveness, expertise, prestige, follower base, and trustworthiness on customer purchasing behaviour while customer attitude and customer mimicry desire act as mediators. Policy implication of the study is to identify the suitable social media influencer and determine the criteria for selecting the social media influencer for social media marketing. The selected influencer will highly support the company by marketing its products and ensuring the customer attraction. He can apply these results and improve his follower base earning more through effective marketing campaigns. Hence, he can ensure high demand for the product, maintain competitiveness, and contribute to profit maximization. Novelty of the study is that it shows the significance of social media influencer’s attributes on social media marketing. By utilizing these attributes, he can attract new customers, retain existing customers, change customer perception towards the brand. Eventually, he will cause the brand to become the market leader.
Embargo
From Learners to Earners: The Role of Education in Shaping Online Freelancers within the Gig Economy
(University of Nigeria Department of Mass Communication, 2026-01-05) Dasanayaka, L.N; Madanayake, T.B; Jayasekara, K.G; Ileperuma, T.D; Chandrasiri, R; Bandara, G
In developing nations, education systems prioritise employability over broader academic goals, often overlooking the preparation needed for freelance platforms. Yet, the digital economy presents a rapidly expanding avenue for youth employment and economic empowerment. This systemic oversight leaves many undergraduates unprepared to capitalise on the increasing global demand for digital and professional freelance services. Objective: This study aims to identify the attitudes, behaviours, and skills that undergraduates need to succeed in online freelancing, addressing the knowledge gap between the popularity of digital self-employment and the factors driving undergraduate success in this field. Methodology: This study employed an inductive approach, focusing on undergraduate freelancers in Sri Lanka. Snowball sampling was utilised to select 21 participants, and in-depth interviews were conducted to collect data. The data were subsequently analysed using NVivo thematic analysis, with analysis continuing until saturation was reached. Results: The results of this study revealed six key themes that significantly impact making an online freelance career for undergraduates in Sri Lanka: (I) Growth Mindset, (II) Work-life balance, (III) Flexibility, (IV) Effective Communication, (V) Proactive engagement and (VI) Developing Core Competencies Conclusion: Although the rising popularity of freelancing online among undergraduates is a significant trend, success is primarily attributed to various factors that enable freelancers to reach their full potential. Addressing these factors will be the solution to helping undergraduates navigate the online freelancing field. Unique Contribution: This study makes a significant contribution by empirically identifying and systematically categorising the key competencies required for undergraduate success in transitioning to online freelancing. It provides a novel, evidence-based framework for educators and policymakers seeking to prepare students for sustainable career opportunities and economic empowerment in the digital economy (SDG 8). © 2025, University of Nigeria Department of Mass Communication. All rights reserved.