Research Papers - Dept of Business
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Publication 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, NBackground: 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.Publication Open Access Identifying the causes of adolescent malnutrition in Nuwara-Eliya District, Sri Lanka(Nature Research, 2025-05-06) Nandajeewa, S; Aluthwatta, S; Weerarathna, R; Rathnayake, N; Rajapakse, V; Wijesinghe, N; Liyanaarachchi, TMalnutrition, a persistent illness, significantly reduces fat, muscle and bone levels, harming internal organs. The economic crisis in Sri Lanka has led to widespread malnutrition among children, including adolescents experiencing growth spurts. This study identifies factors influencing malnutrition in grade 10 pupils in the Nuwara-Eliya District, with the highest rates of malnutrition and also a multicultural area with many estate sector residents. Using a cross-sectional, quantitative approach, the data was collected from 379 respondents via a Likert scale questionnaire. Structural Equation Model (SEM) analysis was conducted using Smart PLS 4.0. Key findings indicate that environmental factors, such as access to clean water and sanitation, significantly influence adolescent malnutrition. A comprehensive strategy incorporating education, healthcare, and environmental improvements is essential for this. Ongoing observation, community engagement, and cooperative tactics are crucial for sustainable solutions. Addressing environmental issues and promoting a holistic approach to health education and infrastructure improvements are vital to combat adolescent malnutrition in vulnerable populationsPublication Open Access Beyond compensation: effect of employee benefits on job motivation, performance, and turnover intention(Cogent OA, 2025-12-31) Peemanee, J; Weerarathna, R; Issarapaibool, A; Boonlua, S; Rathnayake, NThis study investigates the influence of employee benefits on motivation, performance, and turnover intention within contemporary workplaces that increasingly emphasize employee well-being. Addressing a key gap in the literature, it employs Structural Equation Modeling (SEM) and analyzes data from 387 Generation Y and Generation Z employees in Small and Medium Enterprises (SMEs) in Thailand. The analysis examines how diverse benefit types influence employees’ motivation, performance, and decisions to remain with their organizations. The findings reveal a direct and positive link between employee benefits, enhanced motivation, and improved performance, which together significantly reduce turnover intention. Specifically, attraction and retention strategies, organizational support mechanisms, and a growth-oriented, well-being-focused environment emerged as critical factors in motivating employees and elevating their performance. Overall, the study demonstrates that strategically designed employee benefit packages—aligned with employee needs and workplace realities—foster engagement, productivity, and loyalty. This study contributes valuable insights for organizational leaders seeking to refine benefit systems and extends the academic understanding of the strategic importance of non-monetary benefits in promoting employee satisfaction and retention.Publication Open Access Factors influencing migration intention of undergraduates in Sri Lanka: ‘About more than employment(Elsevier Ltd, 2026-01-26) Marawila, R; Weerarathna, R; Rathnayake, N; Guruge, R; Wehella, B; Udugahapattuwa, T; Weligodapola, MThe objective of this study is to examine the factors influencing Sri Lankan undergraduates' intention to migrate. Persistent economic, social, and political challenges have driven many youngsters and professionals to leave their Country of Origin (COO). The economic collapse triggered by COVID-19 further intensified this trend, leading to a sharp increase in outward migration. Recently, a growing number of Sri Lankan undergraduates and skilled professionals have expressed a strong desire to relocate abroad, often immediately after completing secondary education. For this study, a sample of 385 undergraduates from state and non-state universities across Sri Lanka was analysed. Given the national concerns of brain drain and shortages of trained and skilled workers, the study specifically focused on understanding undergraduates' aspirations to migrate. Structural Equation Modeling (SEM) was applied to identify and test the variables influencing migration intentions within the Sri Lankan context. The findings provide a holistic picture of the drivers of undergraduate migration. These carry important implications not only for students but also for policymakers and Higher Education Institutions (HEIs), by informing policies and strategies that could encourage young people to realise their potential within Sri Lanka rather than abroad.Publication Embargo THE PERSPECTIVES OF UNIVERSITY ACADEMICS ON THEIR INTENTION TO PURCHASE GREEN SMARTPHONES IN SRI LANKA(Informing Science Institute, 15 June 2023) Janak, P; Kumarasinghe; Huang, Q; Rathnayake, NAim/Purpose Most people use their phones for work and communication. Businesses today require sustainable mobile phones to limit the environmental impact of mobile phones. According to the Environmental Protection Agency (EPA), a green product uses less energy. Green smartphones need low radiation emission, are made from recyclable materials, and are designed to last longer than typical smartphones. Further, the manufacturing process needs to have a low environmental impact. The present study aims to identify the influence of variables (such as Green Awareness, Environmental Concern, Altruism, and Willingness to Pay) on green smartphone purchase intention among academics in the Sri Lankan higher education sector. Background With the swift technological advances, almost everyone has begun to use smartphones. Simultaneously, smartphone manufacturers have begun to release cutting-edge smartphone models to the general public. As a result, it has generated a significant amount of e-waste for the environment. As a result, therefore, the sustainability of green smartphones has become a major societal concern in the developed world, but this is not yet true in the developing world Methodology The study used a qualitative research method in which the authors attempted to acquire primary data by conducting in-depth interviews with academics from the Sri Lankan higher education sector using a semi-structured interview guide. Eight interviews were conducted, audio recorded, and word-to-word transcribed for content analysis. Researchers used content analysis to determine the presence, meanings, and linkages of specific words, themes, or concepts. Contribution The findings provide important environmental insights for smartphone makers and society, such as introducing waste reduction programs and energy-saving practices and creating awareness among people to change their consumption patterns. The study will provide valuable insights into the green smartphone phone purchasing intentions of academics in a developing country, especially helping green smartphone producers and marketers construct effective tactics with the insight of the current study based on university faculty members’ viewpoints. Findings The current study’s findings revealed that academics acknowledge the need for environmental protection with an awareness of the green concept and environmental concerns. According to the interviews, most participants intended to move from their present smartphone to an ecologically friendly phone, as they explained on altruism. This implies that even academics in underdeveloped countries are worried about environmental issues and have shown a more robust understanding of these issues and how environmentally aware individuals’ activities may assist the earth’s sustainability. Further, academics have a willingness to pay for a green smartphone. Recommendations for Practitioners Academics prioritize environmental conservation when making purchases. This implies that manufacturers and enterprises should focus on developing and innovating more environmentally friendly products. Recommendations for Researchers Using only academics as a sample approach is severely limited if the study’s population comprises people with various qualities. Nevertheless, this study presented only four independent variables, and more factors impacting green smartphone purchasing intention may exist. As a result, it is proposed that future research consider other factors. Impact on Society It was discovered that most participants displayed altruism in their product purchases, implying that policymakers must strengthen the moral practice of concern for the welfare and happiness of other humans, even in developing countries. Future Research A further in-depth study focusing on many perspectives, such as limits and motivations for purchasing green products in various socioeconomic groups with varying moderating factors such as gender, education, and rural-urban, would be advantageous. Individual (emotions, habits, perceived behavioral control, trust, values, personal norm, knowledge) and situational (availability, product attributes, subjective norm, brand, eco-labeling) variables should be included in future researchPublication 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.YPurpose 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.Publication Open Access How successful the online assessment techniques in distance learning have been, in contributing to academic achievements of management undergraduates?(Springer, 2023-03-06) Thathsarani, H; Ariyananda, D.K; Jayakody, C; Manoharan, K; Munasinghe, A.A.S.N; Rathnayake, NThe implementation of online teaching and assessments was prompted by the current COVID-19 pandemic. Therefore, all universities had to adopt the distance-learning method as the only choice to continue education delivery. This study’s main objective is to understand the effectiveness of assessment techniques followed through distance learning in Sri Lankan management undergraduates during COVID-19. Furthermore, utilizing a qualitative approach and thematic analysis for data analysis, semi-structured interviews with 13 management faculty lecturers selected through the purposive sample technique were used for data collection. The survey was conducted via an online questionnaire that was distributed to Sri Lankan undergraduates, and a total of 387 samples from management undergraduates were drawn for the quantitative data analysis using a simple random sampling technique. The study's main findings revealed that five online assessments are currently being utilized to evaluate management undergraduates' academic performance under distance learning, including online examinations, online presentations, online quizzes, case studies, and report submissions. In addition, this study statistically and with some qualitative empirical evidences in the existing literature proved that online examinations, online quizzes, and report submissions have a significant impact on undergraduates’ academic performance. Further, this study also recommended that universities should implement procedures for online assessment techniques in order to assess the quality assurance of assessment techniques.Publication Open Access How Do Different Types of University Academics Perceive Work from Home Amidst COVID-19 and Beyond?(MDPI, 2022-04-19) Rathnayake, N; Kumarasinghe, P. JThe COVID-19 pandemic resulted in a massive and unintentional shift to work from home (WFH) or working remotely, as well as broad adoption of web-based platforms. The goal of this research is to uncover the attitudes to WFH among different types of academics in the Sri Lankan higher education sector. An online questionnaire survey was conducted amidst a severe COVID19 wave during June–September 2021, and 337 valid responses were received. The questionnaire contained 49 questions under four sections excluding demographic questions. The gathered data were analysed using multiple regression models. Results of the study ascertained a significant (p < 0.01) positive attitude among academics towards online teaching (academic orientation), other than academics who from disciplines with more practical components, and there was a significant (p < 0.01) positive attitude among academics to conducting research (research orientation) while WFH. Further, the findings indicate a significant (p < 0.01) negative attitude to WFH when disseminating knowledge and engaging in community services with various stakeholders. When considering the criticality of demographics variables in the new normal, a hybrid working model can be introduced by reaping the benefits of WFH based on different types of academic orientations and their favourability towards the WFH model, rather than reverting to a full physical academic working environment. As a developing country, Sri Lanka can formulate policies on effective hybrid working models for academics to realise the potential from the lessons learned. This experience will enable the country to accomplish or move towards accomplishing the fourth goal of SDGs, quality education by 2030.Publication Open Access Evolving Expectations of HR Professionals Amid the Covid-19 Pandemic in Sri Lanka(researchgate.net, 2022-07) Weerarathna, R; Rathnayake, N; Perera, H; Wickramasena, D; Arambawatta, V; Kaluarachchi, RThis study explores the expectations of HR professionals in Sri Lanka in terms of their workplaces during the COVID19 pandemic. A qualitative research methodology was employed in this study with 16 semi-structured interviews of HR professionals in Sri Lanka. Results reveal that on-premise and hybrid work cultures are much preferred by HR professionals in Sri Lanka. Further, if the work culture transformation remains, their expectations are high regarding concerns in new work practices at the workplace triggered by the pandemic including worklife balance practices, crisis management practices, financial incentives, career progress and Work from Home (WFH) resources.Publication Open Access How Do Different Types of University Academics Perceive Work from Home Amidst COVID-19 and Beyond?(MDPI, 2022-04-19) Rathnayake, N; Kumarasinghe, P; Kumara, A. SThe COVID-19 pandemic resulted in a massive and unintentional shift to work from home (WFH) or working remotely, as well as broad adoption of web-based platforms. The goal of this research is to uncover the attitudes to WFH among different types of academics in the Sri Lankan higher education sector. An online questionnaire survey was conducted amidst a severe COVID-19 wave during June–September 2021, and 337 valid responses were received. The questionnaire contained 49 questions under four sections excluding demographic questions. The gathered data were analysed using multiple regression models. Results of the study ascertained a significant (p < 0.01) positive attitude among academics towards online teaching (academic orientation), other than academics who from disciplines with more practical components, and there was a significant (p < 0.01) positive attitude among academics to conducting research (research orientation) while WFH. Further, the findings indicate a significant (p < 0.01) negative attitude to WFH when disseminating knowledge and engaging in community services with various stakeholders. When considering the criticality of demographics variables in the new normal, a hybrid working model can be introduced by reaping the benefits of WFH based on different types of academic orientations and their favourability towards the WFH model, rather than reverting to a full physical academic working environment. As a developing country, Sri Lanka can formulate policies on effective hybrid working models for academics to realise the potential from the lessons learned. This experience will enable the country to accomplish or move towards accomplishing the fourth goal of SDGs, quality education by 2030.