Research Papers - Dept of Business
Permanent URI for this collectionhttps://rda.sliit.lk/handle/123456789/1668
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Publication Embargo Rising from the crisis by raising their businesses exploring the social media strategies for micro-level women entrepreneur success(Emerald Publishing Limited, 2025-10-03) Nisha Jayasuriya, Krishantha Wisenthige, Naduni Kalansuriya, Sumudu Munasinghe, Pubuddi Shamila, Suranjith Swaris; Jayasuriya, Nisha; Wisenthige, Krishantha; School of BusinessPurpose – 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 opportunitiesin 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 – Thisstudy enhancesthe understanding ofsocial media strategiesin micro-entrepreneurship by identifying key successfactorsthat 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.Publication 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, SPurpose – 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.Publication Open Access Does financial literacy matter for firms? An empirical investigation on Sri Lankan SMEs(PloS one, 2026-07-21) Arachchi, G. K; Perera, I; Gamage, C; Wijesinghe, S; Wisenthige, K; Dayapathirana, NSmall and Medium Enterprises (SMEs) are vital to economic growth and job creation, especially in developing countries. However, their potential is not fully utilized due to challenges related to limited financial inclusion, poor resource management, and underdeveloped capital markets. Though financial literacy is well-researched in personal finance, its role as a knowledge resource at the firm level and its impact on firm performance remain underexplored. This study investigates the influence of owner-managers' financial literacy on firm performance, focusing on the mediating roles of FinTech adoption and access to finance. By taking a sample of 264 SME owner-managers in the Western Province of Sri Lanka, this study found that financial literacy significantly enhances firm performance (β = 0.241, p < .01). The findings indicate that financial literacy supports sound financial decision-making and risk mitigation and is positively associated with both FinTech adoption (β = 0.542, p < .001) and access to finance (β = 0.533, p < .001). These results underscore the necessity of enhancing financial literacy and promoting FinTech adoption to fully realize the potential of SMEs within developing economies. The study contributes a concise yet impactful framework for enhancing the performance of SMEs through the strategic application of financial literacy. Based on the study's findings, it is recommended that enterprise owners and managers prioritize achieving an adequate level of financial literacy. Furthermore, governmental institutions should revise their financial literacy programs, reconsidering their design and implementation strategies to effectively engage key personnel within enterprises. Current programs appear underutilized due to deficiencies in depth and practical applicability of the knowledge given in them.Publication Embargo Digital gig workers vs. artificial intelligence – a battle of the wits(Emerald Publishing, 2026-04-18) Kelly, S. N; Wisenthige, K; Perera, LPurpose – This article investigates in depth Sri Lankan gig workers' varying attitudes towards AI amid a hyper-digital world and its role of reshaping work patterns in developing economies. By exploring platform work transformations, it provides critical insights to guide equitable social policy and labour protections. Design/methodology/approach – This article is a qualitative study which utilises a semi-structured interview series consisting of fourteen platform-based gig workers across diverse professions, employing purposive sampling method to collect data and NVivo to run the analysis. Institutional ethical approval was obtained and ensured participant informed consent, anonymity and voluntary withdrawal rights throughout the interviews. Findings – This study assesses divergent AI attitudes among Sri Lankan gig workers: optimism towards efficiency gains, ambivalence regarding ethical trade-offs and pessimism concerning skill erosion. Segmentation occurs primarily by occupational specialisation, revealing patterning: IT gig workers embracing pragmatic efficiency while creatives defend identity-based skillsets. Given AI's structural impacts, proactive social policies leveraging gig worker insights are suggested to promote multiple sustainable development goals in emerging digital economies. Originality/value – This exploratory study examines AI attitudes through the lenses of Sri Lanka gig workers, suggesting occupational divergence (IT pragmatism versus creative resistance) in the nation's digital gig economy. It offers contextual empirical insights from gig workers lived experiences in the Global South, extending global AI research beyond existing GenAI and algorithmic management studies, which predominantly focus on quantitative analysis or ride-hailing platforms.Publication Open Access The Role of Virtual and Human Influencer Characteristics in Shaping Gen Z Purchases on TikTok: Hybrid SEM-ANN Approach(Multidisciplinary Digital Publishing Institute (MDPI), 2026-05-09) Peemanee, J; Udomlarp, T; Weber, P; Weerarathna, RThis study examines how human (HI) and virtual influencers (VI) shape consumer responses among Thai Generation Z users (Gen Z) on TikTok. Drawing on Source Credibility Theory (SCT), Parasocial Interaction Theory (PSI), and the Technology Acceptance Model (TAM), the study develops a comparative framework to explain how influencer characteristics affect attitude and purchase-related responses. Data were collected from 400 Generation Z TikTok users in Thailand and analyzed using Govariance-Based Structural Equation Modeling (CB-SEM). The results indicate that both human and virtual influencer characteristics positively influence influencer attitude (IA), which in turn significantly affects purchase decision (PD). However, the total effect of human influencer characteristics on purchase decision is substantially stronger than that of virtual influencers. These findings suggest that while virtual influencers contribute to favorable evaluations through innovation and visual consistency, human influencers remain more effective in translating attitudes into purchase-related outcomes. This study provides comparative evidence from a non-Western context and integrates credibility, relational, and technology-based perspectives into an integrated analytical framework.Publication Open Access Fast Fashion’s Waste Crisis: A Systematic and Bibliometric Review of Global Evidence (2015–2025)(University of Nigeria Department of Mass Communication, 2026-06-01) Dayapathirana, N; Siriwardhane, D; Galdolage, S; Ranasinghe, ABackground: The rising prominence of the fast fashion business model has generated significant concerns regarding textile industry waste and the availability of mitigation strategies. Analysing the consumption patterns driven by fast fashion is essential to determining their long-term environmental impacts. Objective: This study aims to synthesise existing research on fast fashion, textile waste, and sustainability to identify the principal areas of academic inquiry and research trends over the last decade. Methodology: The research analysed 124 articles indexed in Scopus between 2015 and 2025. Following the PRISMA protocol, a bibliometric analysis was conducted to determine publication trends, key authors, and dominant thematic clusters within the identified literature. Results: Three primary research domains were identified: 1) consumer behaviours, motivations, and psychological drivers; 2) environmental impacts of fast fashion; and 3) circular economy principles and sustainable consumption strategies, including industrial interventions. Unique Contribution: This study provides a comprehensive overview of the fast fashion and textile waste literature, filling an existing gap by establishing a wide-ranging research agenda that bridges the divide between consumer psychology and waste management. Conclusion: While sustainable fashion is an accelerating research field, a significant gap remains between theoretical research and the practical application of sustainable consumption and waste disposal models in the fast fashion sector. Key Recommendation: Future research should explore the interconnectedness of consumer purchasing habits, textile disposal behaviours, and the efficiency of existing waste management infrastructures to foster a truly circular economy.Publication Open Access Impact of technological heterogeneity on economic efficiency and total factor productivity change in developed and developing G20 economies(Elsevier B.V., 2026-07) Hassan Shah, W. U; Hao, G; Yasmeen, R; Yan, H; Kankanam Pathiranage, H. S; Yang, QIntroduction The G20 economies, comprising both developed and developing nations, exhibit significant economic efficiency and technological advancement disparities. Understanding these differences is critical for fostering sustainable growth, particularly optimizing resource utilization and narrowing technological gaps. Objectives This study evaluates economic efficiency, technological heterogeneity, and total factor productivity change (TFPC) among G20 economies from 1997 to 2022. It distinguishes between developed and developing nations to identify key challenges and opportunities for productivity enhancement. Methods We assess economic efficiency using Data Envelopment Analysis (DEA) with the Super-SBM model. Meta-Frontier Analysis measures technological disparities, while the Malmquist-Luenberger Productivity Index (MLI) decomposes TFPC into efficiency change (EC) and technological change (TC). Results The mean Meta-frontier efficiency score for G20 countries is 0.9556, indicating a 4.44% improvement potential. Developed economies (e.g., the U.S., Australia) exhibit optimal efficiency, whereas developing nations (e.g., Russia, China, India) lag due to slower technological integration. The Meta-Technology Ratio (MTR) reveals pronounced disparities, with developed economies scoring near 1, while emerging economies range between 0.8 and 0.9. Efficiency change (EC) drives productivity growth more substantially than technological change (TC). Conclusion Narrowing technological gaps, improving resource efficiency, and fostering innovation are vital for sustained economic development, particularly in emerging G20 economies. Policy recommendations include prioritizing R&D investments, technological advancement, and international collaboration to promote equitable and sustainable growth.Publication Open Access Global agricultural expansion and forest loss: a panel data analysis of major oilseed crop expansion and its impact on global forest cover across continents(Springer International Publishing, 2026-07-15) Fernando, G; Dilmith, T; Dassanayaka, T; Rajapaksha, T; Kankanam Pathiranage, H, SVegetable oil production has expanded rapidly over the past two decades, raising concerns about its environmental consequences. This study examines the impact of palm oil, soybean oil, sunflower oil, and rapeseed oil cultivation on agriculture-driven deforestation across six continents over 23 years (2001–2023). Using secondary data from the Food and Agriculture Organisation and Global Forest Watch, this study has constructed a balanced panel dataset of 138 observations (6 continents × 23 years). Panel regression analysis was employed, with model selection guided by Hausman and Breusch-Pagan tests, ultimately favouring the Random Effects estimator. Results indicate that palm oil (β = 0.109, p < 0.05) and soybean oil (β = 0.389, p < 0.01) are strongly associated with forest loss, particularly in Asia and South America. Sunflower oil also shows a positive impact (β = 0.189, p < 0.05), while rapeseed oil demonstrates a negative impact (β = − 0.151, p < 0.05), suggesting comparatively lower deforestation pressures in temperate regions. Confidence intervals and standard errors confirm the robustness of these findings. By integrating multiple oil crops simultaneously, this study provides a comprehensive assessment of how global demand for vegetable oils translates into forest loss. The results highlight the need for crop-specific and region-specific strategies to mitigate environmental impacts while balancing agricultural development with forest conservation.Publication Open Access Monetary incentives and green employee behaviour in the Sri Lankan hospitality industry(Springer Nature, 2026-12) Dilmi, K. A; Sannasgala, S; Weerarathna, R; Rathnayake, N; Pitipanaarachchi, S.M.; Rajapakse, V; Dushmanthi,N; Peemanee, JOne of significant contributors to the economy of the Sri Lankan economy is the hotel industry which however has its share of environmental challenges such as high consumption of energy, wastage and emission of greenhouse gases. Using Structural Equation Modeling (SEM), this paper aims explores the impact of Monetary Incentives and Green Employee Behaviour as one of the means of promoting green behavior among employees. Adopting a quantitative research design, data was collected through the use of standardized questionnaire, which was applied on 383 Colombo hotel employees. The research attests that monetary incentives positively impact on both in-role and extra-role green behavior and confirms that monetary incentives trigger environmentally friendly work behaviour. The paper reveals the need to develop incentive systems based on the specific socio-cultural and economic realities in Sri Lanka. It also indicates in the study that monetary rewards should be implemented as part of the comprehensive Green Human Resource Management mechanism in motivating long term environmentally sound behavior. The study has implications to hotel policy and managers in that effective monetary incentive schemes can have a role to play in the sustainability of tourism and the environment in Sri Lanka. Future researchers are advised to explore the role of non-financial rewards and assess the long-term sustainability of monetary incentive programmes in fostering green behaviour.Publication Open Access The impact of video game addiction on aggressive behaviour among tertiary students in Sri Lanka(Discover, 2026-01-30) Fonseka, W.Y.S; Hathurusinghe, B. M; Weerarathna, R,S; Rathnayake, R. M. N. M; Samindika, H, R.T; Ramasingha, L, T.D; Jayasuriya, N,U; Kumarapperuma, C; Dayapathirana, NThis research examines the impact of video game addiction on aggressive behaviour of tertiary students in Sri Lanka. Video game addiction, with its potential adverse impacts has raised concerns among the public, especially regarding its link to aggressive behaviour. Data was gathered from a sample of 382 undergraduates of local non-state universities selected employing cluster sampling technique to examine the correlation between video game addiction and aggression. The survey was conducted to collect data on video game addiction and aggression. Research findings reveal how gaming addiction leads to aggressive behaviour in addicted gamers indicating a strong positive relationship between video game addiction and aggressive behaviour. Therefore, researchers recommend balanced time management practices between game usage and other daily essential activities and promoting awareness about negative behavioural implication of game addiction. It is expected that this study provides insights to stakeholders including teachers, parents, and administrators to better understand the effects of video game addiction, and mitigation strategies to minimise the negative impact on students’ behaviour.