1st International Conference on Sustainable and Digital Business [ICSDB] 2022

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Author: search.filters.author.Wisenthige, KHas files: Yes

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    PublicationOpen Access
    Effects of Media Richness and Verbal Interactivity on Consumer Engagement
    (Emerald Publishing, 2022-12-01) Wimanthika, K; Wisenthige, K; Rathnayake, K; Edirisooriya, D; Cadir, I; Abeysekara, A
    Many brands are interested in their public profiles because they highlight the value of actively engaging in overall social media interactions in establishing their brand within and between consumers. As today's fashion customers have more choice and understanding, this provides a challenge to companies in terms of client loyalty. Fashion and clothing manufacturers are increasingly conscious of the link between brand recognition, fashionrelated conversations, and future purchasing behaviour. The emphasis of this study is on fashion brands' successful customer-engagement marketing techniques through Instagram. This study looks at the most up-to-date consumer engagement that takes place on Instagram with the variables of media richness and verbal interactivity. Basically, the entire research that has been carried out is based on Morgan table 384 and incorporates pages of 14 specific brands with more than 50k followers. The result was generated using multinominal logistic regression to analysis data. The findings show that, among the variables chosen, media richness has a greater influence than verbal interactivity. When examining each variable separately, it becomes clear that the media richness variable has a greater engagement rate for edited photos than for actual photos, carousels, and videos. The main objective of the study is to realise the increase of consumer engagement through the above-mentioned independent variables. Empirical studies were uncovered defining how modern marketing communications connect brands into customer perception, while claiming more investigation. In addition, this research article investigates the usage of Instagram for penetrating consumer interaction in the context of social media platforms.
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    PublicationOpen Access
    Organizational Culture Impact on Employee Loyalty in Private Banking Sector in Sri Lanka
    (Emerald Publishing, 2022-12-01) Wisenthige, K; Samarakoon, A; Lakmali, R; Samarakoon, D; Dissanayake, D
    Companies now recognize the need of investing in their people if they want to continue providing solid value to their clients. This research set out to quantify how much of an effect company culture had on loyalty among private bank employees in Sri Lanka's Western Province. Employee loyalty was used as the dependent variable, while the organization's culture was examined as the independent variable along four dimensions: managerial culture, open working environment, incentives and perks, and training and development. Data was gathered by self-administered questionnaires on a 5-point Likert scale from 374 bank employees chosen via simple random sampling. The effect was evaluated by a multiple-regression study. Based on the findings, improving the openness of management choices; providing value to a person's professional development; the positive culture with opportunities will help bank decision-making and planning; associated with people-centred ideas, which guide managers and to act in the best employees' interests of stakeholders. Schedule job-related training to satisfy the employer's and workers' goals. Government and Central Bank of Sri Lanka policymakers recognize that company culture must be used to increase employee loyalty. The procedures and approaches that are decided upon to carry out the study are discussed in the section of the paper titled "Methodology” and the population as well as the sample size of this study are considered, together with the technique of collecting data, the type of data collected, and the method of analysing data. The findings of this study revealed that organizational culture has an impact on employee loyalty.