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Has files: YesSubject: search.filters.subject.Apparel

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    PublicationOpen Access
    Enhancing Export Potential: The Synergistic Impact of Digitalisation and Export Market Orientation in Driving Export Success in Sri Lanka's Apparel Sector
    (ICSDB 2024 and SLIIT Business School, 2024-12-10) Abeyruwan, N.; Wijesekara, H.; Weerasuriya, H.; Amarasekera, A.; Rajapakse, V.; Wisenthige, K.
    The purpose of this study is to examine the impact of digitalisation on the performance of Sri Lankan apparel exporters, both directly and indirectly. The indirect effect of digitalisation on export performance is evaluated through the mediation of export market orientation (EMO). EMO is the export ventures’ effort to infuse marketing strategies into its export activities. Given that apparel export ventures have embraced digital capabilities, the evaluation was conducted using data collected from 87 apparel manufacturing exporters in Sri Lanka operating on medium and large scale. Primary data was collected using a questionnaire instrument. The analytical technique employed in this study was partial least squares structural equation modelling (PLSSEM), which supported identifying the direct and indirect impacts vividly. The discoveries suggest that rather than the direct effect of digitalisation on export performance, the indirect effect of digitalisation through EMO has a significant impact on export performance. Also, the study reveals that EMO as a mediator plays a role of full mediation between the independent and the dependent constructs of the study. Digitalisation through EMO plays a crucial role in improving the export performance of apparel manufacturing exporters because effective adoption of digitalisation enables market sensing and eases the generation of export market intelligence, dissemination of that intelligence and responsiveness. The study provides significant insights for medium and large-scale apparel exporters, policymakers, and industry leaders on the importance of EMO strategies for enhancing export performance and survival in the global market while also serving as a guide for micro and small-scale ventures adopting digital practices.
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    PublicationOpen Access
    The influence of social media marketing on customer loyalty towards clothing stores
    (Sri Lanka Institute of Information Technology, 2016-04-06) Jayawickrama, M. T. N; Kodippili, G; Yugandari, O. W. D. Y; Pamudini, S. D. H; Samarasinghe, H. M. U. S. R
    Social Media has considerably affected to every person as well as every organization that no one cannot simply ignore. It has been a runaway success all over the world in every industry, including the Apparel, Fashion Retailers therefore it considers as an essential marketing tool. In the Sri Lankan context, the use of Social Media has not reached an agreeable phase even though Apparel, Fashion is one of the largest industries in the country and with the widespread of internet and customers having increased access to the internet, there is an opportunity for the Apparel Fashion Retailers to create and keep up strong relationship with customers where loyalty emerges. In this context, the purpose of this study is to explain how the social media marketing influence on customer loyalty towards clothing stores. The information is useful to the Sri Lankan Apparel, Fashion retailers to adjust the current social media marketing practices.