Research Publications
Permanent URI for this communityhttps://rda.sliit.lk/handle/123456789/4194
This main community comprises five sub-communities, each representing the academic contribution made by SLIIT-affiliated personnel.
Browse
17 results
Search Results
Publication Open Access Effect of Social Media Influencers’ Attributes on Customer Purchasing Behavior in Sri Lankan Context (Special References to Facebook and Instagram)(SLIIT,Business School, 2022-12) Bandara,G; Jayasuriya, N; Nimnajith,M; Withanage,N; Fernando,K; Jayawardana,SThis study aims to identify how social media influencer’s attributes can be useful to tune the customer purchasing behavior. Since social media influence highly affects the day-to-day life of people, he/she highly impacts on decision making of customers to purchase products in the market. Therefore, it is essential to identify how these significant attributes support him/her to influence customer purchasing behavior. Through the literature, attractiveness, expertise, prestige, follower base, and trustworthiness are identified as major attributes and are considered as independent variables, while customer attitude and customer mimicry desire act as the mediating factors of the relationship between these attributes and customer purchasing behavior. The research is designed as a quantitative study and primary data were collected from a sample of 405 participants through questionnaire. All the Facebook and Instagram users in the country are considered as the population. Reliability and validity of data are ensured through pilot test and data were analyzed through factor analysis, correlation analysis developing multiple regression models and hypothesis testing. Considering the findings, all the attributes show positive correlation, and all the correlations are significant at the point of P = 0.001. The conceptual framework is acceptable since all the hypotheses are supported. The conclusion is that there is a positive and significant impact of social media influencer’s attractiveness, expertise, prestige, follower base, and trustworthiness on customer purchasing behavior while customer attitude and customer mimicry desire act as mediators. Policy implication of the study is to identify the suitable social media influencer and determine the criteria for selecting the social media influencer for social media marketing. The selected influencer will highly support the company by marketing its products and ensuring the customer attraction. He can apply these results and improve his follower base earning more through effective marketing campaigns. Hence, he can ensure high demand for the product, maintain competitiveness, and contribute to profit maximization. Novelty of the study is that it shows the significance of social media influencer’s attributes on social media marketing. By utilizing these attributes, he can attract new customers, retain existing customers, change customer perception towards the brand. Eventually, he will cause the brand to become the market leader.Item Embargo Determining Factors Related to Artificial Intelligence Adoption Among Sri Lankan ICT Service Providers(Institute of Electrical and Electronics Engineers Inc., 2025) Nizar, Z; Lakshan, J; Wijayarathne, C; Jayasuriya, N; Oshani, W; Rathnapriya, SThis study investigates the factors influencing Artificial Intelligence (AI) adoption among ICT service providers in Sri Lanka, a developing economy where AI integration remains in its early stages. Using the Technology-Organization-Environment (TOE) framework, six key determinants were examined, relative advantage, data quality, top management commitment, employee adaptability, competitive pressure, and external support. Data was collected via a structured questionnaire distributed to 146 ICT service providers, with the sample size determined using G*Power software for statistical robustness. Ordered probit regression was employed to analyze the data, as it offers precise insights for ordinal variables. The findings identify DQ and RA as significant drivers of AI adoption, underscoring the critical role of high-quality data and the operational benefits of AI technologies. However, TMC exhibited a negative impact, highlighting barriers in leadership awareness and alignment with AI strategies. Although CP, ES, and EA were not statistically significant, they demonstrated potential as mediators or moderators in specific contexts. This study bridges a critical gap by providing localized insights into AI adoption challenges and opportunities in Sri Lanka. It emphasizes the importance of data management, leadership commitment, and strategic alignment, offering actionable recommendations for policymakers and industry leaders to enhance competitiveness and digital transformation in the global economy.Publication Embargo Bridging tradition and innovation: exploring vegetable harvest loss reduction strategies in Sri Lanka(Emerald Publishing, 2026-01-15) Jayasuriya, N; Yapa, C.G; Rathnayake, T.A; Dilhara, A; Rathnayake, I.D; Mathangadeera, RPurpose – This study aims to address a significant gap in the literature regarding vegetable harvest loss reduction methods, exploring both traditional and modern perspectives in Sri Lanka, which is largely driven by an agricultural economy. This study explores the diverse strategies employed and how they are going to be integrated by Sri Lankan vegetable farmers, highlighting both traditional and modern pre- and post-harvest practices aimed at improving productivity, sustainability and resilience in agricultural systems. Design/methodology/approach – The study was conducted across key agricultural districts in Sri Lanka, with data collected through semi-structured interviews with vegetable farmers using the snowball sampling method. Thematic analysis was employed to identify patterns and themes in the data. Findings – The findings emphasize the importance of traditional methods, including cultural practices such as cultivating at auspicious times, established pest control and irrigation techniques. These are complemented by advanced agricultural innovations, modern harvest protection methods and improved packing and transportation techniques. This integrated approach showcases farmers' adaptability in reducing vegetable losses despite the challenges they face. Originality/value – Post- and pre-harvest loss reduction in Asian countries can be considered an understudied area. Furthermore, the focus on traditional methods is rare in the field. Therefore, this study provides a clear understanding of traditional and modern methods that are suitable for farmers in developing countriesPublication Embargo Building tomorrow’s sustainable tourism today: analyzing tourists’ perceptions through online reviews(Emerald Publishing, 2025-08-12) Jagoda, J; Jayasuriya, N; Dayapathirana, Nurpose Sustainable tourism enhances environmental sustainability, cultural integrity and community well-being, fostering accountable travel experiences. The narrow profit margins in Sri Lanka’s tourism sector necessitate strategies that meet tourists' needs amid market volatility. This research investigates key challenges and solution approaches for sustainable tourism to help Sri Lanka position its tourism industry as a global leader. Design/methodology/approach The research extracted data by reviewing Sri Lankan tourist destinations posted on leading travel websites. An analysis of the quantitative content involved binary coding, optimal scaling and path analysis, using a sample of 384 participants. Findings The research uncovered six main factors, including government responsibilities, social enhancement, destination management, environmental preservation, cultural preservation and service quality. The six key recommendations for improving beach tourism include reasonable pricing, adequate law enforcement, pollution control and measures for protecting tourist attractions, animals and cultural heritage. Research limitations/implications This study is limited to content analysis of online tourist reviews and may not capture the perspectives of all stakeholders, suggesting the need for future multi-source qualitative research. Practical implications The findings provide actionable insights for tourism authorities and service providers to improve destination management, pricing transparency and service quality, thereby aligning with sustainable tourism goals. Social implications The study emphasizes the importance of inclusive tourism strategies that protect cultural heritage and promote community participation. Originality/value The research has established a quantitative method for studying sustainable tourism perspectives among tourists. This study will guide public sector and industrial organizations in their resource management decisions.Publication Embargo Macroeconomic determinants of child mortality in low and lower-middle-income nations(Emerald Publishing, 2025-05-18) Samarawickrama, P.A; Fernando, G; Bernadeen, R; Jayasuriya, N; Pathirana, UPurpose: Child mortality remains a major problem in the world, especially for children under five, as many deaths are reported each year. Disproportionately high death rates are seen in low- and lower-middle-income nations. This study seeks to examine the impact of macroeconomic factors on child mortality in low- and lower-middle-income countries to formulate policies for those income levels to achieve SDG 3.2 by 2030. Design/methodology/approach: The study uses panel regression analysis to investigate the impact of macroeconomic factors including inflation, labor force participation female, Current healthcare expenditure and GDP per capita income on child mortality within the two income groups, covering 18 low-income and 41 lower-middle-income nations from the year 2000 to 2022. Findings: The findings of the study indicated that in low-income countries women’s employment positively and significantly affects child mortality, while GDP per capita and current health expenditure negatively and significantly affect child mortality. In lower middle-income countries, inflation and GDP per capita negatively and significantly affect child mortality. This demonstrates the significance of economic stability, health investments and modifications in labor force participation female in mitigating child mortality in low and middle-income countries while offering critical insights for achieving the Sustainable Development Goals (SDG) related to infant mortality reduction by 2030. Originality/value: Although previous research has investigated child mortality, there is a lack of comprehensive research that has examined the combined impact of inflation, labor force participation rate female, current healthcare expenditure and GDP per capita in these countries. This study offers new empirical evidence regarding the influence of macroeconomic conditions on trends in child mortality by implementing a rigorous methodological approach.Publication Embargo Unveiling the robustness of apparel exporters' supply chains: exploring the influence of IT capability, supply chain collaborations and government support(Emerald Publishing, 2025-10-23) Jayasinghe, P.S.K; Kelly, T; Madhavika, N; Ehalapitiya, S; De Costa, D.S; Liyanage, M.K; Rishdha, F; Jayasuriya, NPurpose – This study investigates factors influencing supply chain resilience in Sri Lanka's export-oriented apparel manufacturing sector, emphasizing information technology capability, supply chain collaboration and government support. The aim is to identify key elements contributing to resilience amid a dynamic business environment. Design/methodology/approach – Adopting an exploratory sequential mixed method approach, the research combines Thematic Analysis and Structural Equation Modeling via SmartPLS 4 and NVIVO. Qualitative insights are derived from in-depth interviews, and 158 questionnaires are distributed to companies, enabling a comprehensive exploration of the multifaceted aspects of supply chain resilience. Findings – The study reveals the pivotal role of information technology capability, supply chain collaboration and government support in influencing supply chain resilience within Sri Lanka's apparel manufacturing sector. Findings, derived from both qualitative and quantitative analyses, provide a nuanced understanding of these factors and their impact on resilience. Originality/value – Contributing to existing knowledge, this research offers a holistic examination of supply chain resilience in Sri Lanka's apparel manufacturing sector. By blending qualitative and quantitative methods and focusing on specific factors, it provides original insights. The recommendations derived from the findings offer valuable guidance for supply chain experts operating in the dynamic business environment of the Sri Lankan apparel manufacturing sector.Publication Open Access Bridging the chatbot connection: the role of AI-driven chatbot affordances in e-commerce purchase intentions(Emerald Publishing, 2025-10-05) Yatawara, K.M.B; Sampath, T; Kalupahana, P.L; Rathnayake, S.O; Jayasuriya, N; Rathnayake, NPurpose – This paper explores how AI-driven chatbots, using social support and affordance theories, influence consumer behavior and purchase intentions (PIs) in e-commerce, addressing challenges like limited understanding and security concerns. Design/methodology/approach – A quantitative study was conducted to collect data from 385 customers who had interacted with AI-driven chatbots on e-commerce platforms. Purposive sampling was employed to ensure the relevance of the respondents. Partial least squares-structural equation modeling (PLS-SEM) analysis was performed using SmartPLS 4 to test the hypothesized relationships and analyze the data. Findings – The results show a small direct effect of chatbot affordances on PI, with stronger indirect effects via customer satisfaction (CS) and trust. Notably, trust does not directly influence PI, suggesting a reliance on word-of-mouth. Customer engagement (CE) plays a minor mediating role, highlighting the importance of emotional and experiential factors. Originality/value – This pioneering study within the Sri Lankan context addresses the underexplored area of AI-driven chatbots and their influence on PI. Additionally, the study provides nuanced insights into the mediating mechanisms of CS, trust and engagement in the relationship between chatbot affordances and PI.Publication Embargo From initiations to sales: leveraging social media referral initiatives on customer willingness to participate in the cosmetics landscape in Sri Lanka(Emerald Publishing, 2025-06-03) Jayasuriya, N; Jayasinghe, P. S.K; Rajapaksha, A; Dharmasiri, T; Sumanasinghe, D; Dasanayake, APurpose: Referral marketing can be identified as the commercial form used to encourage word-of-mouth (WOM) communication. It has become popular in recent times, supporting organisations to attract new customers towards making strides in how customers are pursued to purchase certain types of products/industries. However, some factors impact the success of referral marketing programmes. This study focuses on analysing the impact of such factors as brand, rewards and celebrity endorsement on user engagement in social media referral marketing programmes. Design/methodology/approach: Further, this study discusses the moderating impact of social ties on this relationship mainly focusing on the cosmetic industry. The data were collected from respondents with exposure to referral marketing programmes through the social media platforms: Facebook, LinkedIn, WhatsApp and Instagram. The structural equation modelling (PLS-SEM) was used to analyse the data collected. Findings: The results of the study revealed that brand, reward and celebrity endorsement significantly impact the participation willingness of customers in social media referral marketing programmemes. Moreover, it showed that the social tie moderates only the brand impact on the participation willingness of customers, whereas it does not moderate the impact of rewards and celebrity endorsement on the participation willingness of customers. In doing so, the study looks extensively into the elements that drive or shape customer behaviour within this specific market niche by investigating the effect of brand, incentives and endorsements by celebrities on customer engagement. Originality/value: Accordingly, this study sheds light on the complex relationship among brands, rewards and celebrity endorsements, while also considering social ties within the context of social media referral marketing initiatives. It also delivers useful information for academics as well as practitioners. Limited studies have been conducted in this field, and therefore, this study adds some knowledge, also highlighting the moderation effect of social ties.Publication Embargo Unveiling the Current Extent of the Gig Economy Engagement in Developing Asian Countries(University of Nigeria Department of Mass Communication, 2025-05-21) Dilmith, C; Jayathilaka, R; Jayalal, S; Devhara, T; Rathnayake, N; Jayasuriya, NBackground: The gig economy, driven by technological advancements, has shifted the labour market from traditional jobs to mainstream freelance and contract work via online platforms. Statistical evidence highlights the importance of examining gig economy engagement in developing Asian countries, which are key contributors to global platforms. Objective: This study sought to systematically analyse the rise of gig economy engagement in developing Asian countries and its implications for the future of work while providing insights for platform users. Methodology: This study was conducted in accordance with the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines, drawing on past research and numerous reliable resources from 1999 to 2024. Results: Findings reveal a growing research focus on the gig economy, particularly since 2016, with a significant increase in publications from 2019 to 2024. This highlights gaps in understanding gig workers' well-being, including stress, quality of life, and gender-specific barriers. Conclusion: Scholars must pay adequate attention to the expanding contributions of the gig economy, considering its potential to reshape workforce dynamics and drive economic innovation. Unique contribution: This study presents a graphical representation that illustrates the evolution of existing scholarly contributions, highlighting key gaps that require further exploration, and emphasises the vital importance of investigating this area. Key Recommendation: Policymakers need to focus on adopting a fair work framework while addressing the underexplored areas of gig workers' experiences and challenges to foster equitable and sustainable growth of the gig economy in developing Asian countries. © 2025, University of Nigeria Department of Mass Communication.Publication Open Access Sustainable food waste management: A cross-country study of Australian and Sri Lankan hotel sector(Elsevier Ltd, 2025-12) Jayasuriya, N; Wickramaarachchi, C; Wijesundara, H; Sriyananda, U; Rathnayake, V; Liyanage, TFood wastage constitutes a critical global issue, with an estimated one-third of the food produced worldwide being wasted annually. The hotel sector represents a key contributor to this problem; however, it has received limited attention in the existing body of research. Therefore, this study seeks to undertake a comprehensive analysis of the underlying drivers of food wastage, the challenges encountered, and the strategies implemented to mitigate this issue within the hotel industry. Addressing the different contexts in developed and developing countries, this study has selected hoteliers in Australia and Sri Lanka. Data was collected from 20 hotel employees from both countries who are responsible for food handling and were analyzed thematically. The findings identified transportation waste, kitchen waste, and consumer waste as critical points of food wastage. Additionally, the role of technological equipment, combined with food safety precautions and regulatory measures, emerged as pivotal in managing food waste. These aspects are examined in detail alongside proposed mitigation strategies. Even though hospitality sector is largely contributed to these issues, the studies conducted on this sector in relation to the food wastage is very limited. Thus, this study focuses on filling the void in the literature by conducting an in-depth investigation on this topic.