SLIIT Business School Students Research Conference [SBSSRC]

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The Conference is open for all the business research students in Sri Lanka. The goal of the conference is to promote student research, while gaining and increasing the enthusiasm among students for academic research. This conference gives the opportunity to showcase their scholarly work and to discuss the research interest with students with other Higher education institutions in Sri Lanka.

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End date: 2019Subject: search.filters.subject.Purchase Intention

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    IMPACT OF E-WOM AND BRAND IMAGE ON THE PURCHASE INTENTION OF CUSTOMERS TO SELECT A HOTEL IN SRI LANKA
    (SLIIT Business School, 2019-12-10) Wijesinghe, K.; Lakruwan, D.; Sazeem, M.; Rajapakshe, R.
    The most influential method of information transmission is e-WOM. Today's internet social networks are altering the way information is transmitted. In today's environment, marketing strategy and effective communication tools are generally acknowledged by the majority of users. The majority of companies in the hotel sector have concentrated on online marketing. People prefer to enhance their use of e-WOM by following current trends to share their experiences, information, and expertise. Even though e-WOM, brand image and purchase intention are highly discussed in the global context, a knowledge gap exists in the Sri Lankan context which will be addressed by the research. The purpose of this research was to evaluate the efficacy of e- WOM and brand image and how it would influence the perception of new local customers when choosing a hotel in Sri Lanka. To complete the study, the conceptual framework was developed by considering e-WOM and brand image as the independent variable while taking the purchase intention as the dependent variable. Primary data were gathered via a direct survey and a questionnaire designed in line with the study's goals. Digital marketing tools such as social media platforms were used to communicate the questionnaire with the respondents. Data was gathered from a sample of 348 Sri Lankan consumers. Multiple linear regression was used to evaluate the relationship e- WOM has on the purchase intention as well as to determine the impact brand image is having on the purchase intention. The results showcased that the e- WOM and brand image has a significant positive impact on the purchase intention of customers when selecting a hotel in Sri Lanka.
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    PublicationOpen Access
    Measuring the RQ Between Celebrity Endorsement and Young Femalé’s Purchase Intention (Study of Fairness Cream Industry)
    (SLIIT Business School, 2019-12-10) Bandaranayake, R. S.; Kulacathe, P. S. C.; Pathirage, H. C.; Perera, D. P. S H.; Bernard, D.T.K.
    The celebrity endorsement's involvement in advertising is gradually becoming essential in modern marketing. This study investigates the relationship between celebrity endorsement and the consumer purchase intention of young females in Sri Lanka. Considering the intense celebrity endorsement attachment, the study was based on the fairness cream industry in Sri Lanka. The attractiveness, trustworthiness, expertise, and the country of origin of celebrities were established as variables in the study. The required data was obtained from young females aged between 18-25 belong to 4 major subgroups namely; school students, undergraduate students, postgraduate students, and salon clients. The findings suggest that there is a weak positive relationship between celebrity endorsement and consumer purchase intention, and the strength of the relationship between each variable to purchase intention is discussed separately. This paper offers useful information to practitioners on selecting the best celebrity match for endorsing their brand as well as the study would facilitate effective brand promotion to develop existing business and upcoming entrepreneurs to assist competing with current and potential competitors in the market.