Browsing by Author "Jayasuriya, N.A."

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Open Access
Digital Marketing Strategies for University Student Recruitments in Sri Lanka
(Faculty of Humanities and Sciences, SLIIT, 2024-12-04) Bandara, K. M. G. C.; Jayasuriya, N.A.; Jayathilaka, R
This study aims to investigate the effectiveness of digital marketing strategies in attracting students into the non-state higher education sector in Sri Lanka. Many students in Sri Lanka sit for Advanced Level Examination but a few of them enrol in the non-state higher education institutions due to the ineffectiveness of marketing strategies of these institutions. Hence, the objective of this study is to explore the effectiveness of digital marketing strategies for university selection, and the effectiveness of involvement excellence (which includes first impression, brand recognition, intuitive navigation, and application submission) arising from digital marketing strategies for university selection. This qualitative study utilised judgemental sampling to select marketing managers for conducting structured interviews as the data collection method. The collected data have been analysed through thematic analysis. Findings show the effectiveness of social media, optimised website design, and search engine optimisation for university selection and the effectiveness of involvement excellence consisting of first impression, brand recognition, intuitive navigation, and application submission experience for university selection.
Open Access
The Impact of Electronic Word of Mouth on Brand Image and Purchase Intention – A Study on Hospitality Industry in Sri Lanka
(SLIIT Business School, 2021-06) Rathnaya, Y.; Jayasuriya, N.A.
Interpersonal influences and word of mouth are considered as the most influencial factors in customer purchase decision making. With the development of technology, the electronic word of mouth has become a very popular and trusted communication mode among consumers. Due to the intangible nature of hospitality services and high risk involved with the purchase, most consumers in the hospitality industry look for other customers’ recommendations prior to making their purchase decision. Hence this study focuses on evaluating the value of electronic word of mouth in generating a purchase intention in customers’ mind in the hospitality sector in Sri Lanka. Data was collected using the survey method from 100 tourists who were visiting Sri Lanka based on the convenient sampling method. Data analysis was done using correlation and regression analysis. The results indicate a strong positive impact of electronic word of mouth and brand image on their purchase intention. However, the results also indicate that electronic word of mouth does not have an impact on building a brand image. This study fills a void in Sri Lankan research in the field of tourism.
Embargo
ONLINE LEARNING DURING COVID-19: THE IMPACT ON SATISFACTION AND COMMITMENT OF LEARNERS
(SLIIT Business School, 2019-12-10) Ranadewa, D.U.N.; Gregory, T.Y.; Boralugoda, D.N.; Silva, J.A.H.T.; Jayasuriya, N.A.
The deadly Covid virus has impacted education across the world to temporarily close the educational institutes and shift towards online learning methods (Dhawan, 2020). The educational system in Sri Lanka usually follows the traditional method of in-class learning. Due to the fast-spreading Covid-19 and the government rule imposed on social distancing, the universities across the country facilitated the online delivery of lectures through their learning management systems (Hayashi et al., 2020). Due to this shift, the learners faced several consequences regarding academics, accessibility, and lecturers' commitment. Referring to empirical studies, the study points out how those consequences impacted students' satisfaction and commitment worldwide. Limited empirical studies have been conducted to test the online learning efficiency with regards to learner satisfaction and commitment. Hence, the study aims to investigate whether there is a significant impact between those consequences and students' satisfaction and commitment in the Sri Lankan context. The target population included undergraduates in state and non-state universities in Sri Lanka. The sample size was 384, and the method applied was purposive sampling. The Googleform questionnaire was distributed among the sample, and the results were analysed quantitatively using SPSS and AMOS software, following the multiple linear regression method. The results demonstrate that the academic issues, accessibility issues have a significant negative impact, and lecturer commitment has a significant positive impact on learner satisfaction, and learner satisfaction has a significant negative impact on the learner commitment, proving that learners are less satisfied and less committed to online learning. Considering the originality, this is one of the pioneer studies conducted to identify the impact of online learning on the satisfaction and commitment of Sri Lankan undergraduates during the Covid-19 pandemic. The findings would be favourable for the learners, lecturers, future researchers, universities, and other educational institutes in making solutions to enhance learner satisfaction and commitment.
Embargo
PESTER POWER: THE NEXT BIG GAME OF YOUNG CONSUMERS INFLUENCED BY INFORMATIVE FACTORS
(SLIIT Business School, 2019-12-10) Wasala, W.M.A.S.M.; Ravindran, N.; Bandara, W.A.S.C.; Pratheepan, T.; Jayasuriya, N.A.; Munasinghe, A.A.S.N.
The pester power of a young consumer has held the attention of scholars for decades, introducing them to a plethora of new research topics. According to the researchers, the goal of this study is to evaluate the child's influence on parental decisions in Sri Lanka's fast-moving consumer goods market, which is governed by informational characteristics exposed by children throughout their everyday activities. Adding to the quest for reality in respondents' narratives of their experiences and feelings, as well as the construction of indepth descriptions of the occurrences, this phenomenological study investigates the pester power of a young consumer in Sri Lanka. An in-depth interview and focus group conversations with children ages eight to eighteen were conducted, and the data were analysed using thematic analysis to reveal patterns and trends in the data. Previously conducted research has largely neglected this request relationship, as well as the consistent number of components that influence behavioural outcomes. As a result of this research, previously unknown informative characteristics have been unveiled that may explain why children in Sri Lanka play such a big part in family buying decisions. This is the first study of its kind in Sri Lanka, and it fills both the empirical and practical gaps that existed previously. A new generation of active, aware young consumers is emerging, yet the country's traditional culture continues to value group conformity and social acceptance, supporting a collectivist culture where youngsters are expected to be obedient. Innovative marketing strategies can be used to promote a company in the fast-moving consumer products industry, and marketers in this area can benefit from this singularity. Academics can conduct additional research on this universal and widely discussed topic children's behaviour, which is currently under investigation.