Browsing by Author "Jayasuriya, N."

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Open Access
‘Rhetoric’ and ‘Reality’ of Artificial Intelligence in Apparel Sector in Sri Lanka: Comparative Case Study
(ICSDB 2024 and SLIIT Business School, 2024-12-10) Sandatharaka, S.; Neranjani, K.; Gayashan, N.; Himahansika, C.; Liyanage, T.; Jayasuriya, N.; Ehalapitiya, S.
Artificial Intelligence (AI) has emerged as a transformational force in today's rapidly changing business environment. The apparel sector in Sri Lanka increasingly embracing AI technologies for the forthcoming adoption of AI technologies within the industry. Referring to evidence from companies that have evolved in Sri Lanka's apparel sector, this study examines the gap between AI’s rhetorical promises and its practical (reality) application. It focuses on workplace perceptions of AI, bridging the gap between theoretical AI concepts and their implementation, the dynamics of integrating AI into organizational processes, future directions, and the reasons behind the adoption of AI technologies by case study organizations. Drawing from qualitative data, the study delves into the perceptions of AI among industry professionals, the integration of AI into organizational processes, and the strategic motivations behind adopting AI technologies. The findings highlight a significant disparity between the high expectations promoted by AI rhetoric and the reality and effectiveness of AI in practice. While AI is often heralded as a tool to enhance efficiency and reduce manual Labor, the reality within the case study organizations reveals a slower, more complex adoption process. This research paper further describes the rhetoric and reality insights of AI in case study organizations while extending the rhetoric institutionalism theory, how organizations develop specific rhetorical strategies when defining the organizational goals and how organizations strategically use symbols like (words and signs) to empower the ability of practicality in the organizations
Open Access
A Systematic Literature Review of Factors Affecting Online Behavioural Advertising
(ICSDB 2024 and SLIIT Business School, 2024-12-10) Madawala, A.I.B.W; Subharathi, A.; Shehara, N.; Karunarathne, D.; Jayasuriya, N.; Yapa, C.
This study aimed to summarize and identify factors affecting online behavioural advertising identified until 2024, and to create an integrated conceptual framework that explains relationships between these factors affecting OBA. Even though a significant number of recent studies have been published on online behavioural advertising during recent years, systematic reviews about online behavioural advertising is limited, which is the focus of this study. The study utilized the systematic review method to organize publications gathered from Scopus database, Emerald Insight and Google Scholar. Thematic analysis was used to identify and according to themes. Review of 46 publications revealed that, advertiser-controlled factors are the initial predictors of user-controlled factors, leading to OBA outcomes. By reviewing 46 publications it was revealed that, advertiser-controlled factors such as: ad-skip option, time display, content quality and source attractiveness affect user-controlled factors. User controlled factors that are highly prevalent in the existing literature are: privacy concerns, ad-scepticism, ad-relevance and user attitude. The impact from advertiser-controlled factors to user-controlled factors are moderated by social and cultural factors and personality traits. The final outcomes of OBA depend on each platform, context and group of users. As identified in the literature OBA outcomes are, OBA acceptance, OBA avoidance, ad-blocker use, purchase intentions and brand engagement. Influence from user-controlled factors to OBA outcomes is moderated by gender, trust and psychological ownership. This systematic review is unique because recent knowledge on personalised advertising is reviewed here through empirical findings, while providing an idea of the broader picture for advertising practitioners.