14th SLIIT Business School Students Research Conference [SBSSRC] 2021

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Author: search.filters.author.Lokeshwara, A.A.End date: 2019

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    THE IMPACT OF MOBILE MARKETING ON FINANCIAL PERFORMANCE: CASE OF LISTED HOTELS IN SRI LANKA
    (SLIIT Business School, 2019-12-10) Premasinghe, P.K.S.D.; Ashintha, B.W.T.; Perera, M.A.D.C.H.; Fernando, D.L.P.T.; Kuruppu, C.L.; Lokeshwara, A.A.
    Digital tools, including mobile phones, have been widely popularised amongst both resident and non-resident tourists to explore vacation destinations and to make subsequent bookings. This provides a versatile platform for hoteliers and prospective clients to exchange information effectively. However, according to the past literature, it was revealed that the adaptation of digital marketing tools such as mobile marketing is scarce in the context of Sri Lanka. Furthermore, according to the preliminary interviews held with experts, one of the main contributory factors was identified as the lack of experience and confidence of hoteliers in investing in digital marketing solutions such as mobile marketing due to ambiguity in relating to financial and non-financial outcomes. Hence, this study aims to bridge the existing knowledge gap by evaluating the impact of mobile marketing on listed hotels’ financial performance in Sri Lanka. All thirty-seven (37) hotels registered in the Colombo Stock Exchange (CSE) under Listed Tourist Hotels category were chosen as the population sample for this quantitative study with Mobile Marketing as the independent variable and Return on Equity (ROE) as the dependent variable. The required data was collected through structured questionnaires distributed among the marketing managers of the firms. The Statistical Package for Social Studies (SPSS) was used to analyse and obtain results on the research objective from the collected data. Descriptive statistics, Correlation and Regression, were deployed in assessing the impact of mobile marketing on the financial performance of listed hotels. The findings revealed a significant positive impact on the financial performance of hotels from mobile marketing since its significance value is less than 0.05. This demarks that mobile marketing, if utilised appropriately, could influence the financial performance of hotels positively allowing firms to reap greater economic benefits. In addition, the results help allay the ambiguity and uncertainty that hotel managers have
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    COVID-19 MODIFYING THE DYNAMICS OF FINANCIAL REPORTING: AN EXPLORATORY STUDY
    (SLIIT Business School, 2019-12-10) Nagendrakumar, N.; Lokeshwara, A.A.; Naresh, R.; Abeywickrama, D.P.; Hewaarachchi, S.H.; Edirisinghe, A.M.I.E.
    The COVID-19 pandemic has influenced many business sectors worldwide, including the Accounting and Finance reporting perspectives. This motivated the researchers to investigate how the pandemic has affected the financial reporting of listed companies in the Sri Lankan context. It was evidenced that the empirical studies on the influence of COVID-19 on corporate financial reports based on accounting standards and techniques are still in the beginning stages; therefore, this paper sets the foundation in bridging the existing knowledge gap by examining how Covid-19 has modified the dynamics of financial reporting. This study is exploratory in nature, and the researchers adopted interpretivism philosophy and have used an inductive approach in conducting the research. The case study method was adapted, where in-depth and semi-structured interviews were applied to collect data. The study population is one hundred and fifty-eight (158) companies consisting of six (6) sectors: Banking, Materials, Consumer services, Diversified financials, Capital goods, and Telecommunication in Colombo Stock Exchange, out of which seven (7) sub-cases were chosen under the purposive sampling technique and the collected data were analyzed on thematic procedures using the Wordcloud analysis tool. Based on the findings, it was revealed that reporting aspects of different sectors were influenced differently by COVID- 19. LKAS 1(Going concern), LKAS 2 (Inventory), LKAS 16 (Cost of depreciation), SLFRS 13 (Fair value measurement) are a few of the standards generally mentioned by the respondents. The result of this study contributes to filling the existing knowledge gap and will be a value addition to contemporary academia.