Browsing by Author "Jayasuriya, N"

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Open Access
Bridging the chatbot connection: the role of AI-driven chatbot affordances in e-commerce purchase intentions
(Emerald Publishing, 2025-10-05) Yatawara, K.M.B; Sampath, T; Kalupahana, P.L; Rathnayake, S.O; Jayasuriya, N; Rathnayake, N
Purpose – This paper explores how AI-driven chatbots, using social support and affordance theories, influence consumer behavior and purchase intentions (PIs) in e-commerce, addressing challenges like limited understanding and security concerns. Design/methodology/approach – A quantitative study was conducted to collect data from 385 customers who had interacted with AI-driven chatbots on e-commerce platforms. Purposive sampling was employed to ensure the relevance of the respondents. Partial least squares-structural equation modeling (PLS-SEM) analysis was performed using SmartPLS 4 to test the hypothesized relationships and analyze the data. Findings – The results show a small direct effect of chatbot affordances on PI, with stronger indirect effects via customer satisfaction (CS) and trust. Notably, trust does not directly influence PI, suggesting a reliance on word-of-mouth. Customer engagement (CE) plays a minor mediating role, highlighting the importance of emotional and experiential factors. Originality/value – This pioneering study within the Sri Lankan context addresses the underexplored area of AI-driven chatbots and their influence on PI. Additionally, the study provides nuanced insights into the mediating mechanisms of CS, trust and engagement in the relationship between chatbot affordances and PI.
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Bridging tradition and innovation: exploring vegetable harvest loss reduction strategies in Sri Lanka
(Emerald Publishing, 2026-01-15) Jayasuriya, N; Yapa, C.G; Rathnayake, T.A; Dilhara, A; Rathnayake, I.D; Mathangadeera, R
Purpose – This study aims to address a significant gap in the literature regarding vegetable harvest loss reduction methods, exploring both traditional and modern perspectives in Sri Lanka, which is largely driven by an agricultural economy. This study explores the diverse strategies employed and how they are going to be integrated by Sri Lankan vegetable farmers, highlighting both traditional and modern pre- and post-harvest practices aimed at improving productivity, sustainability and resilience in agricultural systems. Design/methodology/approach – The study was conducted across key agricultural districts in Sri Lanka, with data collected through semi-structured interviews with vegetable farmers using the snowball sampling method. Thematic analysis was employed to identify patterns and themes in the data. Findings – The findings emphasize the importance of traditional methods, including cultural practices such as cultivating at auspicious times, established pest control and irrigation techniques. These are complemented by advanced agricultural innovations, modern harvest protection methods and improved packing and transportation techniques. This integrated approach showcases farmers' adaptability in reducing vegetable losses despite the challenges they face. Originality/value – Post- and pre-harvest loss reduction in Asian countries can be considered an understudied area. Furthermore, the focus on traditional methods is rare in the field. Therefore, this study provides a clear understanding of traditional and modern methods that are suitable for farmers in developing countries.
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Building tomorrow’s sustainable tourism today: analyzing tourists’ perceptions through online reviews
(Emerald Publishing, 2025-08-12) Jagoda, J; Jayasuriya, N; Dayapathirana, N
urpose Sustainable tourism enhances environmental sustainability, cultural integrity and community well-being, fostering accountable travel experiences. The narrow profit margins in Sri Lanka’s tourism sector necessitate strategies that meet tourists' needs amid market volatility. This research investigates key challenges and solution approaches for sustainable tourism to help Sri Lanka position its tourism industry as a global leader. Design/methodology/approach The research extracted data by reviewing Sri Lankan tourist destinations posted on leading travel websites. An analysis of the quantitative content involved binary coding, optimal scaling and path analysis, using a sample of 384 participants. Findings The research uncovered six main factors, including government responsibilities, social enhancement, destination management, environmental preservation, cultural preservation and service quality. The six key recommendations for improving beach tourism include reasonable pricing, adequate law enforcement, pollution control and measures for protecting tourist attractions, animals and cultural heritage. Research limitations/implications This study is limited to content analysis of online tourist reviews and may not capture the perspectives of all stakeholders, suggesting the need for future multi-source qualitative research. Practical implications The findings provide actionable insights for tourism authorities and service providers to improve destination management, pricing transparency and service quality, thereby aligning with sustainable tourism goals. Social implications The study emphasizes the importance of inclusive tourism strategies that protect cultural heritage and promote community participation. Originality/value The research has established a quantitative method for studying sustainable tourism perspectives among tourists. This study will guide public sector and industrial organizations in their resource management decisions.
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Determining Factors Related to Artificial Intelligence Adoption Among Sri Lankan ICT Service Providers
(Institute of Electrical and Electronics Engineers Inc., 2025) Nizar, Z; Lakshan, J; Wijayarathne, C; Jayasuriya, N; Oshani, W; Rathnapriya, S
This study investigates the factors influencing Artificial Intelligence (AI) adoption among ICT service providers in Sri Lanka, a developing economy where AI integration remains in its early stages. Using the Technology-Organization-Environment (TOE) framework, six key determinants were examined, relative advantage, data quality, top management commitment, employee adaptability, competitive pressure, and external support. Data was collected via a structured questionnaire distributed to 146 ICT service providers, with the sample size determined using G*Power software for statistical robustness. Ordered probit regression was employed to analyze the data, as it offers precise insights for ordinal variables. The findings identify DQ and RA as significant drivers of AI adoption, underscoring the critical role of high-quality data and the operational benefits of AI technologies. However, TMC exhibited a negative impact, highlighting barriers in leadership awareness and alignment with AI strategies. Although CP, ES, and EA were not statistically significant, they demonstrated potential as mediators or moderators in specific contexts. This study bridges a critical gap by providing localized insights into AI adoption challenges and opportunities in Sri Lanka. It emphasizes the importance of data management, leadership commitment, and strategic alignment, offering actionable recommendations for policymakers and industry leaders to enhance competitiveness and digital transformation in the global economy.
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Economic growth, poverty and female employment on crime rates at global level
(Springer Science and Business Media, 2026-12) Sivakumar, T; Raveendran, T; Jayathilaka, R; Wickramaarachchi, C; Jayasuriya, N
This study investigates the impact of female labour force participation, infant mortality rate, per capita gross domestic product, and urbanisation on crime rates globally and across different regions. Using panel regression techniques on secondary data collected from 106 countries over 34 years (1990-2023), the findings reveal that female labour force participation correlates positively with crime rates globally. The infant mortality rate is positively associated with crime in the European region. Conversely, per capita gross domestic product is negatively related to crime rates globally and in Asia, the Middle East and Europe. Urbanisation showed no significant association with crime rates globally or regionally. These insights may help government and law enforcement agencies formulate policies to reduce crime effectively.
Open Access
The Effect of Para Social Interaction on Impulse Buying in the Field of Marketing
(Emerald Publishing, 2022-12-01) Gunasekara, A; Udunuwarage, M; Senevirathne, R. E; Gregory, V; Jayasuriya, N
Most marketers and salespeople focus on inciting impulsive purchases to increase sales volume using marketing principles. To advertise their offerings, marketers employ a variety of personalities and sometimes, fictional characters who can influence consumers' decisions. According to marketers, these two principles complement one another well and are successful at boosting overall sales. This study's primary objective is to determine how "Para social Interaction" influences the "Impulse Buying Behavior" of customers in Sri Lanka, with comparison to Generation Y and Generation Z. This study quantitatively investigated the actual role that PSI plays in customer decision making process by gathering data cross sectionally through a survey and analyzing data through regression analysis techniques by using SPSS software. This is one of the earliest research projects to examine the relationship between Para social influence and impulse buying in the Sri Lankan context by comparing consumers of generations Y and Z. The research is important to marketers since it identifies the strengths and shortcomings when combining PSI and impulse buying to enhance sales. The findings of this study revealed a linear link between PSI and impulse purchases, with PSI having a favorable impact on impulse purchases. Remarkably, gender does not moderate the association between PSI and impulse purchases, and there is no difference between generation Y and generation Z when it comes to purchasing impulsively under the influence of PSI.
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.
Open Access
Effect of Social Media Influencers’ Attributes on Customer Purchasing Behavior in Sri Lankan Context (Special References to Facebook and Instagram)
(SLIIT,Business School, 2022-12) 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 influence 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 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 behavior 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.
Open Access
Factors influencing employee motivation in tile manufacturing industry in Sri Lanka
(2017-01) Jayasuriya, N; Kumarasinghe, W. H; Perera, H. S. C
This paper presents factors that affect to the level of employee motivation in ceramic tile manufacturing industry in Sri Lanka. The labour productivity in ceramic tile industry in Sri Lanka far lower (7200 Sq.) comparing to other countries. Among the other factors that impact on productivity, employee motivation is considered as direct influencer. Therefore, this research focuses on identifying factors that influencing the employee motivation in ceramic tile manufacturing industry and identifying areas to be improved regarding the employee motivation in the sector. In order to accomplish the objectives proposed, selfadministrative survey questionnaire has been used. Questionnaire was developed in two languages i.e. Sinhala and English. Data have been analysedusing SPSS and sample of 65 respondents. The findings shows pay and benefit as the most important factor in employee motivation while interpersonal relationship and job security as second and third important factors respectively. Then based on the survey findings the researcher presents some recommendations for the industry. In turn this research helps the measurement to formulate suitable policy to motivate the employees.
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From initiations to sales: leveraging social media referral initiatives on customer willingness to participate in the cosmetics landscape in Sri Lanka
(Emerald Publishing, 2025-06-03) Jayasuriya, N; Jayasinghe, P. S.K; Rajapaksha, A; Dharmasiri, T; Sumanasinghe, D; Dasanayake, A
Purpose: Referral marketing can be identified as the commercial form used to encourage word-of-mouth (WOM) communication. It has become popular in recent times, supporting organisations to attract new customers towards making strides in how customers are pursued to purchase certain types of products/industries. However, some factors impact the success of referral marketing programmes. This study focuses on analysing the impact of such factors as brand, rewards and celebrity endorsement on user engagement in social media referral marketing programmes. Design/methodology/approach: Further, this study discusses the moderating impact of social ties on this relationship mainly focusing on the cosmetic industry. The data were collected from respondents with exposure to referral marketing programmes through the social media platforms: Facebook, LinkedIn, WhatsApp and Instagram. The structural equation modelling (PLS-SEM) was used to analyse the data collected. Findings: The results of the study revealed that brand, reward and celebrity endorsement significantly impact the participation willingness of customers in social media referral marketing programmemes. Moreover, it showed that the social tie moderates only the brand impact on the participation willingness of customers, whereas it does not moderate the impact of rewards and celebrity endorsement on the participation willingness of customers. In doing so, the study looks extensively into the elements that drive or shape customer behaviour within this specific market niche by investigating the effect of brand, incentives and endorsements by celebrities on customer engagement. Originality/value: Accordingly, this study sheds light on the complex relationship among brands, rewards and celebrity endorsements, while also considering social ties within the context of social media referral marketing initiatives. It also delivers useful information for academics as well as practitioners. Limited studies have been conducted in this field, and therefore, this study adds some knowledge, also highlighting the moderation effect of social ties.
Open Access
Impact of Entrepreneurial Factors Influencing Social Commerce Adoption: Based on Sri Lankan Small and Medium Enterprises
(SLIIT Business School, 2023-12-14) Panditasekara, C.M.; Rasaputhra, S; Peiris, V; Navanjali, R; Wisenthige, K; Jayasuriya, N
Small and Medium Enterprises (SMEs) are required to understand social media and strategies for using social commerce for business expansions in this new digital era. SMEs are important to the economic growth of any country since they play a major role in most international economies. In the same manner, the COVID-19 pandemic has reformed people's mode of lifestyle and dealing with information. This study has led to the expansion of social commerce especially related to entrepreneurs and SME owners. This study focuses on the impact of entrepreneurial factors when adopting social commerce by SMEs in Sri Lanka. The framework has been developed with the factors of Attitude (AT), Innovativeness (IN), and IT Knowledge (IK) under the entrepreneurial factors. The present research conducted a thorough quantitative study of the impact of entrepreneurial factors when adopting social commerce by SMEs. The simple random sampling technique was utilized to select SMEs from the target population of SMEs listed at chambers of commerce. 384 SMEs in the Western Province were selected for the data analysis of this research. Structural Equation Modelling (SEM) was used to test the developed hypotheses. The results indicated that adopting social commerce in Sri Lankan SMEs is practical and hugely beneficial to all parties involved. Entrepreneurs who are interested in applying social commerce for their businesses will find the study to be insightful. The study's findings showed the importance of utilizing social commerce in daily business activities as most SME owners hold the belief of possessing the required knowledge, skills, and resources in their business operations on social media as the focal point with a special emphasis on entrepreneurial factors.
Open Access
Integrating industry 4.0 and 5.0 technologies in luxury fashion retail interiors: A systematic review of digital transformation, sensory design, and brand storytelling
(Elsevier Ltd, 2026-05-12) Ratnayake, Janitha C; Jayasuriya, N; Suraweera, T; De Silva, L
Emerging developments in Industry 4.0 and Industry 5.0 are transforming the cultural, sensory, and experiential character of luxury fashion retail interiors. These changes, driven by artificial intelligence, the Internet of Things, augmented and virtual reality, influence how individuals perceive space, form emotional connections, and engage with brand narratives across both physical and digitally enriched environments. Against this backdrop, this review aims to systematically synthesise how Industry 4.0 and Industry 5.0 technologies intersect with sensory experience, spatial design, and narrative expression in luxury fashion retail interiors, addressing the tendency of prior reviews to examine digital technologies or experiential aspects of retail in isolation. The study adopts a systematic literature review approach guided by the SPIDER framework and the PRISMA protocol. Fifty peer reviewed publications published between 2014 and 2025 were analysed to examine how digital transformation, sensory experience, and narrative expression intersect within luxury retail culture. The thematic analysis identified three closely connected areas: branding and customer experience, the interior environment of luxury stores, and the integration of advanced technologies within retail spaces. Together, these themes illustrate how contemporary luxury interiors operate as culturally expressive and emotionally charged settings shaped by new forms of technological mediation. Building on these insights, the study introduces the Multi-Layered Integration Framework, which explains the interaction between digital systems, spatial atmospheres, and brand storytelling in the creation of culturally responsive and human-centred retail interiors. The review contributes to the social sciences and humanities by demonstrating how emerging technologies reshape sensory engagement, symbolic identity, and cultural expression in luxury retail settings, while offering an expanded understanding of human experience within digitally influenced interior environments.
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Macroeconomic determinants of child mortality in low and lower-middle-income nations
(Emerald Publishing, 2025-05-18) Samarawickrama, P.A; Fernando, G; Bernadeen, R; Jayasuriya, N; Pathirana, U
Purpose: Child mortality remains a major problem in the world, especially for children under five, as many deaths are reported each year. Disproportionately high death rates are seen in low- and lower-middle-income nations. This study seeks to examine the impact of macroeconomic factors on child mortality in low- and lower-middle-income countries to formulate policies for those income levels to achieve SDG 3.2 by 2030. Design/methodology/approach: The study uses panel regression analysis to investigate the impact of macroeconomic factors including inflation, labor force participation female, Current healthcare expenditure and GDP per capita income on child mortality within the two income groups, covering 18 low-income and 41 lower-middle-income nations from the year 2000 to 2022. Findings: The findings of the study indicated that in low-income countries women’s employment positively and significantly affects child mortality, while GDP per capita and current health expenditure negatively and significantly affect child mortality. In lower middle-income countries, inflation and GDP per capita negatively and significantly affect child mortality. This demonstrates the significance of economic stability, health investments and modifications in labor force participation female in mitigating child mortality in low and middle-income countries while offering critical insights for achieving the Sustainable Development Goals (SDG) related to infant mortality reduction by 2030. Originality/value: Although previous research has investigated child mortality, there is a lack of comprehensive research that has examined the combined impact of inflation, labor force participation rate female, current healthcare expenditure and GDP per capita in these countries. This study offers new empirical evidence regarding the influence of macroeconomic conditions on trends in child mortality by implementing a rigorous methodological approach.
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Paradigm: Positivism, interpretivism, pragmatists, and critical thought
(IGI Global, 2023) Jayasuriya, N
This chapter aims to provide a simple but a complete idea about the difficult concepts in the research field. Research paradigm is a concept which is difficult for new researchers to understand and memorize. This chapter covers the key concepts in the research paradigm: ontology, epistemology, and methodology. Researchers can understand these concept and decide the best paradigm to investigate different phenomena. To make these difficult concepts simple, this chapter has been organized with brief explanations and graphs.
Open Access
Parent-Child Purchasing Interaction in Pester Power of a Young Consumer
(Emerald Publishing, 2022-12-01) Rupasinghe, N.S; Senavirathne, S.T; Champakamala, V.P.C.L; Ravinath, S; Jayasuriya, N; Jayasinghe, J.K.P.S.K
This study aims to elucidate the parental perspective on the parent-child purchase request interaction and pester power with regards to Fast Moving Consumer Goods (FMCG) in the context of Sri Lanka. This interpretive study helps to comprehend the experiences of respondents' children in relation to pestering. Due of the importance of the children's narrative, in-depth interviews with parents of children ages three to eighteen were used to build an interpretive theme. This request linkage and continuous level of elements influencing behavior have been almost entirely unreported till now. Contrary to earlier research, this study depicts the current parent-child purchase relationship as a positive one, and a tacit understanding and awareness of each other's obligations, techniques, outcomes, feelings, and perspectives of pester power proven to be quite beneficial.
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Product placement versus traditional TV commercials: new insights on their impacts on brand recall and purchase intention
(Emerald Publishing, 2023-05-15) Gamage, D; Jayasuriya, N; Rathnayake, N; Herath, K.M; Jayawardena, D.P.S; Senarath, D.Y
Purpose The purpose of this paper is to compare the effect of marketing communication techniques concerning product placement and TV commercials on brand recall and the purchase intention of consumers. Design/methodology/approach A sample of 420 participants randomly assigned to one of the four scenarios of an experiment watched a selected episode of a Sri Lankan TV show that consisted of commercial breaks. Then, their recall and purchase intention toward the advertised/placed brand were measured using a questionnaire and binary logistic regression was the analytical tool. Findings This research indicated that a combination of product placement and TV commercials forms the highest impact on both brand recall and purchase intention. The next highest impact is created solely by product placement, while sole TV commercials make the lowest impact comparatively. Practical implications This study is beneficial to brands and entrepreneurs looking for the most effective marketing communication methods to promote their brands and products to consumers. Originality/value As an initial study performed on a comparison between two commonly used marketing communication techniques, i.e. product placement and TV commercials, in the Sri Lankan context would also enrich the global marketing literature on the comparative effectiveness of both techniques, where studies are limited so far.
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Rising from the crisis by raising their businesses exploring the social media strategies for micro-level women entrepreneur success
(Emerald Publishing, 2025-10-03) Jayasuriya, N; Wisenthige, K; Kalansuriya, N; Munasinghe, S; Shamila, P; Swaris, S
Purpose – This study examines the social media strategies adopted by micro-level women entrepreneurs who successfully transitioned their businesses from “brick and mortar” to online operations during the coronavirus (COVID-19) pandemic. Design/methodology/approach – The research consisted of two phases: semi-structured interviews followed by focus group discussions (FGDs). Twelve participants were selected through a judgmental sampling method for the interviews. The sample included contemporary successful micro-level female entrepreneurs who shifted to online platforms during the crisis. New factors were identified as determinants of success for online-based small businesses. The FGDs provided insights into these determinants, which were analyzed thematically. Findings – The findings indicate that the success of online businesses is influenced by an active presence on social media, the maintenance of a strong online network with customers and industry partners, vigilance in seizing strategic opportunities in a diverse environment, and the generation of powerful word-of-mouth (WOM) through excellent customer service. In contrast to gender inequality typically observed in business across Asian regions, no such gender stereotype issues were found among micro-level Sri Lankan women entrepreneurs. Originality/value – This study enhances the understanding of social media strategies in micro-entrepreneurship by identifying key success factors that have been underexplored in existing literature. It challenges assumptions about gender barriers in Asian entrepreneurship, demonstrating that Sri Lankan women entrepreneurs navigate digital business environments effectively. Unlike prior studies focused on larger firms or developed economies, this research highlights unique success determinants in an emerging market. The study introduces a conceptual framework that integrates social media engagement, strategic adaptability and network strength as critical components for online business success. These insights provide a foundation for future empirical studies in digital entrepreneurship.
Open Access
Social Media Organic Promotions for Online Entrepreneurs
(Emerald Publishing, 2022-12-01) Amarasinghe, S.K.D.K.C.S; Rinas, M.R.M; Jayasuriya, N; Shamila, P
As the theory of marketing has expanded and new methods of market orientation have arisen, marketers have been increasingly focusing on identifying their customers. This has assisted in the collection of massive quantities of data for businesses to improve the efficiency of their Facebook marketing. This study's goal is to investigate the factors impacting the Effectiveness of Facebook Organic Promotions. Organic promotions are effective when marketers follow best practices. Therefore, this research focused on the techniques and skill sets that should be practiced by Sri Lankan Facebook entrepreneurs to bring out the most reaches of Facebook business pages. The sample of this research is Facebook users with a total of 384 and the research has used the Convenience sampling technique. This research has used primary data collection, which has been gathered via questionnaires. This research has used the multiple linear regression analytical technique. In this research Caption and Content both have a positive and significant relationship with the Effectiveness of Facebook organic promotions.
Open Access
Social Media Referral Marketing and Consumer Engagement in Sri Lanka's Cosmetics Industry: Unravelling the Moderating Impact of Social Ties
(SLIIT Business School, 2023-12-14) Rajapaksha, A; Sumanasinghe, D; Dharmasiri, T; Dasanayake, A; Jayasuriya, N; Jayasinghe, P
The aim of this research is to examine the influence of many variables, including brand, rewards, and celebrity endorsement, on consumer participation in social media referral marketing campaigns in the cosmetic sector. Furthermore, this study investigated the moderating effect of social ties on the influence of these factors on consumers' propensity to participate in referral marketing initiatives. A self-administered survey questionnaire was utilized to collect a total of 384 responses from individuals in Sri Lanka who utilize WhatsApp, Instagram, Facebook, and Linkedin. The researchers employed a convenience sampling strategy to choose the sample. The researchers conducted the final data analysis utilizing a structural equation model. The findings of this study indicate that the influence of brand and rewards on customer willingness to participate is greater compared to the impact of celebrity endorsement. Furthermore, based on the findings, it can be concluded that the presence of a social tie moderates only the impact of brand on customer willingness to participate, and it does not moderate the impact of rewards and celebrity endorsement on customer willingness to participate. This study corroborates certain findings from prior research while also presenting contradictory outcomes. Implications and suggestions for future research are discussed.
Open Access
Sustainable food waste management: A cross-country study of Australian and Sri Lankan hotel sector
(Elsevier Ltd, 2025-12) Jayasuriya, N; Wickramaarachchi, C; Wijesundara, H; Sriyananda, U; Rathnayake, V; Liyanage, T
Food wastage constitutes a critical global issue, with an estimated one-third of the food produced worldwide being wasted annually. The hotel sector represents a key contributor to this problem; however, it has received limited attention in the existing body of research. Therefore, this study seeks to undertake a comprehensive analysis of the underlying drivers of food wastage, the challenges encountered, and the strategies implemented to mitigate this issue within the hotel industry. Addressing the different contexts in developed and developing countries, this study has selected hoteliers in Australia and Sri Lanka. Data was collected from 20 hotel employees from both countries who are responsible for food handling and were analyzed thematically. The findings identified transportation waste, kitchen waste, and consumer waste as critical points of food wastage. Additionally, the role of technological equipment, combined with food safety precautions and regulatory measures, emerged as pivotal in managing food waste. These aspects are examined in detail alongside proposed mitigation strategies. Even though hospitality sector is largely contributed to these issues, the studies conducted on this sector in relation to the food wastage is very limited. Thus, this study focuses on filling the void in the literature by conducting an in-depth investigation on this topic.