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    PublicationEmbargo
    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, S
    Purpose – 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.
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    PublicationOpen Access
    Effects of child’s pester power in the parent’s purchase decisions in relation to fast moving consumer goods market in Sri Lanka
    (Business Research Unit (BRU), 2021) Wasala, W. M. A. S. M; Ravindran, N; Bandara, W. A. S. C; Pratheepan, T; Jayasuriya, N. A; Munasinghe, A. A. S. N
    For decades, the Pester Power of a Young Consumer has piqued interest, providing new areas of research for interested parties. The goal of this research is to look into the involvement of the kid in the decision-making process of parents in Sri Lanka's fast-paced consumer goods market. The study is based on a thorough review of the literature in the topic of interest, which included evaluating publications to find elements that contributed to the emergence of pester power. The exploratory discovery shows a concept indicator model that reveals three distinct factors: demographic, socio-psychographic, and informative. Due to the scarcity of factors being examined in the Asian region, notably in Sri Lanka, there is an empirical gap. More study is needed to validate the indicator model and learn more about the phenomenon's impact on parent purchasing behaviour. This is the first time a study like this has been carried out in the Sri Lankan market. Despite the fact that Sri Lanka has a very traditional culture that places a high value on group norms and social acceptance, confirming a collectivistic culture in which children are expected to be subservient, there is a new wave of incredibly energetic, more informed young children who make their own consumer decisions. The majority of empirical research focuses on children's increased participation in family purchases and their conversion into active consumers in a rapidly developing market in Southeast Asian countries.
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    PublicationOpen Access
    The Study on Brand Awareness & Purchase Intention of the Shampoo Market in Sri Lanka
    (SLIIT Business School, 2021-12-10) Kodippili, N.; Perera, K.M.; Priyadarshani, L.; Wijesekera., B.D.; Jayasuriya, N. A.
    Brand Awareness is the ability for a brand to stand out amidst its competition. Customers that recognize a particular brand against their competitors are a huge asset to a company since it means that the brand is present in the customers: mind. Purchase intention is when a product is repurchased based on a previous purchase and its experience. If understood properly, the relationship between brand awareness and purchase intention can help companies prepare sound strategies led the market. The purpose of this research therefore is to study if brand awareness has an impact on purchase intention in the shampoo market in Sri Lanka. The objective is to identify the impact between brand awareness and purchase intention. In order to study this relationship, the non-probability convenience sampling technique and was tested on a sample of 384 people residing in the Colombo district in Sri Lanka. One of the major findings of this research is that males use shampoo more than females within the Colombo district and one of the most favorite brands of the population is Dove. In conclusion, the study also proves that purchase intention and brand awareness have a positive relationship with brand awareness having a significant impact on a customer's eventual purchase intention.