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

Filters

2020 - 20254

Advanced Search

Filter by

Settings

Subject: search.filters.subject.Facebook

Search Results

Now showing 1 - 4 of 4
  • Thumbnail Image
    PublicationOpen 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,S
    This 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.
  • Thumbnail Image
    PublicationOpen Access
    The role of platform interactivity in enhancing trust: unlocking purchase intentions for skincare products on Facebook
    (Cogent OA, 2025-10-07) Jayasingha, N; Kavindiya, W; Ranjith, D.P; Pathiranage, S.N; Wisenthige, K; Dayapathirana, N
    Social commerce, which integrates social media with e-commerce, has transformed how consumers engage with brands and make purchasing decisions. In Sri Lanka, the skincare product market on Facebook has seen significant growth, emphasizing the need to understand the factors influencing consumer purchase intention. This study explores how social media, perceived usefulness and platform interactivity influence trust in the seller and, in turn, affect social commerce purchase intention. Using purposive sampling, the study targeted active Facebook users who purchase skincare products. An online questionnaire was administered to 384 such users. Using structural equation modelling, the study found that perceived usefulness and platform interactivity significantly enhance trust in sellers. Additionally, trust in the seller plays a mediating role between these factors and purchase intention. The study offers theoretical contributions by extending the Technology Acceptance Model (TAM) into a high-involvement product context. The findings highlight that a more interactive and engaging platform experience increases consumer confidence in online sellers, ultimately encouraging purchase behavior. Social media platforms like Facebook not only provide a space for product promotion but also serve as trust-building environments through user engagement and perceived usefulness. This study finds that useful and interactive Facebook posts build trust and lead to more skincare product purchases. Brands should post better content to earn trust and boost sales. For businesses, especially skincare brands operating in social commerce environments, this study offers practical insights into developing strategies focused on enhancing platform interactivity and trust to drive consumer engagement and intention to purchase.
  • Thumbnail Image
    PublicationOpen Access
    Effect of Social Media Influencers’ Attributes on Customer Purchasing Behavior in Sri Lankan Context (Special References to Facebook and Instagram)
    (Emerald Publishing, 2022-12-01) Bandara, G; Jayasuriya, N; Nimnajith, M; Withanage, N; Fernando, K; Jayawardana, S
    This study aims to identify how social media influencer’s attributes can be useful to tune the customer purchasing behavior. Since social media influencer 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 on 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 behaviour 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.
  • Thumbnail Image
    PublicationOpen Access
    Association among Depression, Social Anxiety, and Aggression caused by Cyberbullying on Facebook among Sri Lankan Adults
    (Faculty of Humanities and Sciences (FHS) of the Sri Lanka Institute of Information Technology (SLIIT) Malabe, 2020-12-01) Gunathillake, N.A.; Perera, H.K.
    Cyberbullying has become a growing social concern as electronic platforms provide perpetrators an alternative medium through which they can easily target their victims from any place, at any time. The present study aimed to investigate whether depression, social anxiety, and aggression were significantly related to cyberbullying perpetration on Facebook among Sri Lankan adults. A cross-sectional, non experimental study was conducted using 168 Sri Lankan Facebook users between the ages 21 and 60. Data were collected using an online survey. Cyberbullying perpetration on Facebook, depression, social anxiety, and aggression were assessed using the Prevalence of Facebook Bullying Scale, Center for Epidemiologic Studies Depression Scale (CES-D-10), Interaction Anxiousness Scale, and Brief Aggression Questionnaire respectively. Results of the Spearman correlation analysis revealed that depression and aggression were significantly and positively correlated to cyberbullying perpetration, while there was no significant correlation between social anxiety and cyberbullying perpetration. The findings of the present study provide insight into the importance of addressing the psychological and behavioural issues of perpetrators using appropriate interventions in order to reduce the occurrence of cyberbullying. The study also emphasizes the importance of reporting the incidents of cyberbullying and taking necessary legal actions against the perpetrators.