Browsing by Author "Jayasuriya, N"

Now showing 1 - 11 of 11

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
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.
Embargo
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
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.
Embargo
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.
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.
Embargo
Unveiling the Current Extent of the Gig Economy Engagement in Developing Asian Countries
(University of Nigeria Department of Mass Communication, 2025-05-21) Dilmith, C; Jayathilaka, R; Jayalal, S; Devhara, T; Rathnayake, N; Jayasuriya, N
Background: The gig economy, driven by technological advancements, has shifted the labour market from traditional jobs to mainstream freelance and contract work via online platforms. Statistical evidence highlights the importance of examining gig economy engagement in developing Asian countries, which are key contributors to global platforms. Objective: This study sought to systematically analyse the rise of gig economy engagement in developing Asian countries and its implications for the future of work while providing insights for platform users. Methodology: This study was conducted in accordance with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, drawing on past research and numerous reliable resources from 1999 to 2024. Results: Findings reveal a growing research focus on the gig economy, particularly since 2016, with a significant increase in publications from 2019 to 2024. This highlights gaps in understanding gig workers' well-being, including stress, quality of life, and gender-specific barriers. Conclusion: Scholars must pay adequate attention to the expanding contributions of the gig economy, considering its potential to reshape workforce dynamics and drive economic innovation. Unique contribution: This study presents a graphical representation that illustrates the evolution of existing scholarly contributions, highlighting key gaps that require further exploration, and emphasises the vital importance of investigating this area. Key Recommendation: Policymakers need to focus on adopting a fair work framework while addressing the underexplored areas of gig workers' experiences and challenges to foster equitable and sustainable growth of the gig economy in developing Asian countries. © 2025, University of Nigeria Department of Mass Communication.