Browsing by Author "Shamila, P"

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Open Access
Aggressive strategies of the COVID-19 pandemic on the apparel industry of Sri Lanka using structural equation modeling
(PLoS ONE, 2023-06-21) Rajapakshe, W; Karunaratna, D. S. M.; Ariyaratne, W. H. G.; Lakshani Madushika, H. A.; Perera, G. S. K.; Shamila, P
During the COVID-19 crisis, the apparel industry faced many challenges. Aggressive cost-cutting strategies became a top priority, and in turn, these influenced stressors and adversely affected business sustainability. This study examines the impact of aggressive strategies during the COVID-19 pandemic on business sustainability in the apparel industry of Sri Lanka. Further, it investigates whether the relationship between aggressive cost-cutting strategies and business sustainability was mediated by employee stress, considering aggressive cost reduction strategies and workplace environmental changes. This was a cross-sectional study with data collected from 384 employees in the apparel industry in Sri Lanka. Structural Equation Modelling (SEM) was applied to analyze the direct and indirect effects of aggressive cost reduction strategies and workplace environmental changes on sustainability with mediating effects of stress. Aggressive cost reduction strategies (Beta = 1.317, p = 0.000) and environmental changes (Beta = 0.251, p = 0.000) led to an increase in employee stress but did not affect business sustainability. Thus, employee stress (Beta = -0.028, p = 0.594) was not a mediator in the relationship between aggressive cost-cutting strategies and business sustainability; business sustainability was not a dependent variable. The findings proved that managing workplace stress, particularly improving stressful working environments and aggressive cost reduction strategies, can enhance employee satisfaction. Thus, managing employee stress could be beneficial for policymakers to focus on the area(s) required to retain competent employees. Moreover, aggressive strategies are unsuitable to apply during crisis to enhance business sustainability. The findings provide additional knowledge to the existing literature, enabling employees and employers to predict causes of stress and serve as a significant knowledge base for further studies.
Open Access
Crises, chaos and contemplations: the impact of economic downturn on academic performance: a study of undergraduate students in private universities in Colombo, Sri Lanka
(Taylor and Francis Ltd., 2025-04-02) Thennakoon, S. H; Wijesinghe, K.S; Weerarathna, R. S; Shamila, P; Wickramasinghe, Y
The impact of the economic downturn on academic performance is a matter of significant concern for the Sri Lankan undergraduates. This study examined the impact of the current economic recession on the academic achievements of undergraduate students enrolled in private universities in the Colombo district. A sample of 380 undergraduate students was selected from a population of around 40,000 using cluster sampling, and data were collected via online questionnaires. The study employed a quantitative research approach, with multiple linear regression analysis conducted using SPSS. Independent variables of this study are the economic status of students’ families, ability to fulfil academic needs, students’ expectations, and mental health, while academic performance is the dependent variable. The research findings highlight how mental health and the ability to fulfil academic needs make a considerable impact on academic performance. Therefore, expanding future studies is highly recommended to investigate the comprehensive picture of the impact on undergraduate students in Sri Lanka.
Embargo
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.