Research Papers - Dept of Business
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Publication Embargo Exploring deceptive behavior in intra-organizational activities of teleworkers in the IT sector in Sri Lanka(Springer Science and Business, 2025-07-04) Rajapakshe, W; Bangsajayah B.S.AThis study aims to explore and validate a conceptual framework based on socio-technical systems and information manipulation theories to understand how deficiencies in IT infrastructure and interpersonal distrust lead to communication breakdowns and foster deceptive behavior. The research examines this phenomenon, which became particularly pronounced as companies shifted to remote work during the COVID-19 pandemic. The study employs moderated regression analysis (MRA) utilizing the PROCESS macro model 7 to assess hypotheses concerning the mediated moderation effect of deception. Data was collected from a judgmental sample comprising 200 remote IT workers to probe their motivations for deceptive practices within virtual work environments. Research findings demonstrate that the moderated mediation index (the interpersonal trust index) is −.1894. Moderated mediation is statistically significant, not including zero, as indicated by the 95% confidence interval (−.2380 to −.1385). Interpersonal trust moderates the indirect effect of IT infrastructure on communication deception. These findings imply that teleworkers can effectively communicate information if companies provide the infrastructure. Interpersonal trust can increase communication even in inappropriate household environments. Employers should prioritize managing trust and maximizing human capital to create a win–win situation for the company and teleworkers. This study sheds light on the role of interpersonal trust in shaping the relationship between communication and deception, filling a gap in the empirical literature on virtual work environments in the post-pandemic landscape. It provides novel insights by demonstrating how organizational trust moderates communication dynamics and mediates the influence of both deceit and IT infrastructure provision.Publication Open Access The role of platform interactivity in enhancing trust: unlocking purchase intentions for skincare products on Facebook(Cogent OA, 2025-10-07) Jayasingha, N; Kavindiya, W; Ranjith, D.P; Pathiranage, S.N; Wisenthige, K; Dayapathirana, NSocial commerce, which integrates social media with e-commerce, has transformed how consumers engage with brands and make purchasing decisions. In Sri Lanka, the skincare product market on Facebook has seen significant growth, emphasizing the need to understand the factors influencing consumer purchase intention. This study explores how social media, perceived usefulness and platform interactivity influence trust in the seller and, in turn, affect social commerce purchase intention. Using purposive sampling, the study targeted active Facebook users who purchase skincare products. An online questionnaire was administered to 384 such users. Using structural equation modelling, the study found that perceived usefulness and platform interactivity significantly enhance trust in sellers. Additionally, trust in the seller plays a mediating role between these factors and purchase intention. The study offers theoretical contributions by extending the Technology Acceptance Model (TAM) into a high-involvement product context. The findings highlight that a more interactive and engaging platform experience increases consumer confidence in online sellers, ultimately encouraging purchase behavior. Social media platforms like Facebook not only provide a space for product promotion but also serve as trust-building environments through user engagement and perceived usefulness. This study finds that useful and interactive Facebook posts build trust and lead to more skincare product purchases. Brands should post better content to earn trust and boost sales. For businesses, especially skincare brands operating in social commerce environments, this study offers practical insights into developing strategies focused on enhancing platform interactivity and trust to drive consumer engagement and intention to purchase.Publication Embargo Decrypting the Digital Vault by Understanding Cryptocurrency Adoption Challenges Among Gen Z: Case of Sri Lanka(University of Nigeria Department of Mass Communication, 2025-01-01) Mallawaarachchi, S; Hemachandra, U; Jayakody, D; Wickramarathne, U; Lokeshwara, A.A; Bandara, G.CBackground: As digital natives, Gen Zs are at the forefront of embracing cryptocurrencies for technological innovation and financial empowerment. This study is part of a larger effort to understand the evolving trends in the world of cryptocurrency, highlighting the need for more research in this area. Objective: This study sought to explore the diverse challenges faced by Gen Zs while adapting to the usage of cryptocurrencies within the Sri Lankan context. Methodology: The researchers conducted this study using an inductive qualitative approach. Data were gathered through in-depth interviews with 24 participants, employing snowball sampling to recruit participants. The collected data were then analysed using thematic analysis, and the findings were presented in prose form. Results: The results of this study revealed three key themes that significantly impact the usage of cryptocurrency as a digital asset among Gen Zs in Sri Lanka: (i) Trust and security concerns, (ii) Market volatility and investment risks, (iii) Regulatory approach and cryptocurrency transactions. Conclusion: Although cryptocurrency has gained acceptance among Gen Zs, its usage is determined by factors that ensure that users harness its full benefits. Contribution: This study has revealed the diverse challenges that Gen Zs embraced when adopting cryptocurrencies. © 2025, University of Nigeria Department of Mass Communication. All rights reserved.Publication Open Access Critical risk factors influencing the management of disruptions in construction projects: Insights from recent challenges in Sri Lanka(Elsevier Ltd, 2025-01) Rajapakshe, WThe construction industry has a significantly contribute to the economy of Sri Lanka. However, in recent years, its overall share of the national output has declined, primarily due to the impacts of the COVID-19 pandemic, political instability, and ongoing economic challenges. Many construction firms halted projects and laid off employees, highlighting the critical need for effective risk management during crises to predict and mitigate risks. This study explores emerging risk factors in Sri Lanka's construction sector post-crisis. Using a three-phase linear decision-making model, the research combines a literature review, a survey of 290 construction professionals, and structural equation modelling (SEM) to identify major risk factors across four phases of risk management. Key risks out of 23 include general factors like health and safety issues, material costs, regulations, political interference, corruption, and labor shortages, while phase-specific risks involve delays, budget overruns, payment delays, and cancellations. The study revises the risk registers to improve risk management strategies. While the findings are context-specific to Sri Lanka, they may offer indicative insights for other developing countries facing similar crisis-driven disruptions. The practical implications extend to multinational and local companies, supported by data from 22 countries, offering a comprehensive framework for addressing construction industry challenges in volatile environments. The novelty of this study lies in its use of theoretical triangulation to align Classical Risk Management theory with real-world operational risk factors, revealing critical overlaps, behavioral influences, and contextual gaps in traditional frameworks.Publication Embargo Conquerors of poverty – a case study of Colombo slum dwellers(Emerald Publishing, 2025-02-07) Nanayakkara Wasam Mudage, K; Weerasinghe, N; Madusanka, M; Saliya, C.A; Lokeshwara, A. A; Jayatissa, C. DPurpose: While extensive research has explored poverty in various dimensions, there remains a notable dearth of studies focusing on success stories of slum dwellers overcoming adversity. This research seeks to address this gap by investigating the strategies employed by individuals to transcend poverty. Moreover, it evaluates the practicality and effectiveness of existing theories in real-world contexts through careful interpretation. Design/methodology/approach: Data were gathered from two distinct cases through comprehensive, in-depth interviews. These narratives were subjected to scrutiny employing the Description Analysis Interpretation method. Subsequent interpretation and theoretical exploration were guided by Bourdieu’s class theory. The overarching goal was to shed light on the remarkable journeys of specific slum residents who surpassed the constraints of poverty. This endeavor not only highlighted the practical efficacy of these theories but also underscored their relevance in illuminating real-world scenarios through interpretation. Findings: The findings underscore the capacity of slum dwellers to rise above poverty, thereby emphasizing the practical utility of specific theories aimed at poverty alleviation in elucidating their experiences. Notably, social capital, a cornerstone of Bourdieu’s class theory, emerges as equally pivotal as economic capital in shaping individuals' trajectories. Research limitations/implications: The study’s scope is confined to narratives within the Colombo slums, offering a platform for future researchers to extend their investigations beyond this context. By employing alternative methodologies and exploring diverse geographical regions, scholars can broaden their understanding of poverty alleviation strategies and their applicability across varied socioeconomic landscapes. This calls for wider research for comprehensive exploration and comprehension of poverty dynamics beyond singular locales. Practical implications: The study provides invaluable insights for policymakers, governmental bodies and nongovernmental organizations, urging them to reconsider and reformulate policies, educational strategies and community development programs tailored to the needs of slum dwellers and their children. These insights offer a pathway toward more effective interventions aimed at fostering sustainable upliftment within these marginalized communities. Originality/value: This research fills a critical gap in poverty literature by exploring success stories of slum dwellers overcoming adversity, an area often overlooked. It uniquely investigates the strategies these individuals employ to transcend poverty, offering fresh insights into the practical application of poverty alleviation theories. Utilizing Bourdieu’s class theory, the study highlights the importance of both social and economic capital in these success narratives. By focusing on real-life experiences, it underscores the relevance and utility of these theories in real-world contexts, enriching the theoretical discourse and providing valuable perspectives for policymakers and practitioners.PovertyPublication Open Access Framework to create opportunities to maximize the contribution of differently abled employees in the Sri Lankan garment industry(Springer Science and Business Media, 2025-04) Gurudasa, P; Lokeshwara, A; Weerarathna, R; Thelijjagoda, S; Weerasinghe, C; Fonseka, S; Dananjaya, SThe primary focus of this study was on Differently Abled Employees’ (DAEs) work performance within Sri Lanka’s garment industry. Prior research revealed inadequate awareness among organizations regarding the provision of employment opportunities for DAEs. Notably, DAEs constitute a substantial portion of the economically inactive working-age population in Sri Lanka. In this setting, the study aimed to identify the crucial factors influencing the contribution of DAEs in the Sri Lankan garment industry. In this setting, the study sought to measure their impact and develop a framework that supports both DAEs and the garment industry, fostering a mutually beneficial work environment. Utilizing a mixed approach, the study encompassed a sample population of 270 DAEs. Data collection involved semi-structured interviews and a Likert scale questionnaire. Convenience sampling was deployed to interview 14 DAEs, while a sample of 159 DAEs was selected through simple random sampling for the distribution of the questionnaire. Thematic analysis and multiple linear regression analysis were employed to analyze qualitative and quantitative data. The results underscored the significance of the examined factors affecting DAEs’ contributions. Based on regression analysis results, the researchers developed a framework, which underwent further refinement through reviews and discussions. The findings proposed supportive strategies to achieve the overarching objective of the study to maximize DAEs’ contributions in the workplace.Publication 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, APurpose: 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.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 Environmental Degradation and Its Implications for Forestry Resource Efficiency and Total Factor Forestry Productivity in China(Multidisciplinary Digital Publishing Institute (MDPI), 2025-07-15) Wu, F; Yasmeen, R; Xu, X; Kankanam Pathiranage, H. M; Shah,W.U.H; Shen, JEnvironmental costs (carbon emissions) have come with China’s economic rise, and its forestry sector now faces difficulties in maintaining both its profit and the health of its ecosystems. This study assesses the impact of carbon emissions on forestry efficiency and total factor productivity (TFFP) in China’s 31 provinces between 2001 and 2021. Using the data envelopment analysis (DEA) model through the slack-based measure (SBM framework) and Malmquist–Luenberger index (MLI), we examine the efficiency and productivity growth of forestry, both with and without accounting for carbon emissions. The study reveals that when carbon emissions are not taken into account, traditional measures of productivity tend to overstate both efficiency and total factor forestry productivity (TFFP) growth, resulting in an average of 7.7 percent higher efficiency and 1.6 percent of additional TFFP growth per year. If we compare the regions, coast provinces with stricter technical regulations have improved efficiency in usage, but places like Tibet and Qinghai, with more vulnerable ecosystems, endure harsher consequences. Regardless of incorporating bad output into the TFFP estimation, China’s growth in forestry productivity primarily depends on efficiency change (EC) rather than technological change (TC).Publication Open Access Quantitative Action Research on Enhancing French Vocabulary Acquisition: The Efficacy of Flashcard-Based Learning Among Undergraduates(University of Windsor, 2025-11-18) Dayapathirana, N; Prabodini, M; Poornima, SThis quantitative action research investigates the effectiveness of a flashcard-based intervention in enhancing French vocabulary acquisition among Sri Lankan undergraduate learners. A sample of 60 beginner and intermediate French students was selected through convenience sampling. The study employed pre-test and post-test design, including a control group, with data analyzed using paired-samples t-tests and ANOVA. Over four weeks, participants engaged in a structured flashcard program incorporating French words, English translations, and visual aids. The results demonstrated a statistically significant improvement in vocabulary knowledge, affirming the efficacy of flashcards as a language-learning tool. The action research approach allowed for iterative refinement of the intervention, ensuring its relevance and applicability in real-world educational settings. Additionally, a positive correlation was identified between students' attitudes towards flashcard use and vocabulary gains. These findings contribute to the ongoing development of practical strategies for vocabulary instruction, with implications for language educators seeking to enhance student outcomes through evidence-based practices.