Research Publications
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Publication Open Access Study on Factors Affecting Purchase Intention of Fashion Clothes Advertised on Social Media Platforms(Department of Mathematics and Statistics, Faculty of Humanities and Sciences, SLIIT, 2025-10-10) Bandara, S. M.G. S.; Nethmini, K. A. D.; Nanayakkara,P. G. S. A.; Ranasinghe, H. M. D. K.; Niroshani, S. A.With the evolution of the digital world, social media has become a key player in the online fashion industry. This study on factors influencing purchase intention for fashion clothing through social media focused on how factors such as price, brand reputation, product quality, design variety, brand image, customer reviews, delivery time, return policy, and delivery quality impact purchasing decisions. A questionnaire featuring a five-point Likert scale was used to gather data. Using simple random sampling, 203 responses were collected within Sri Lanka. The importance of each factor was analysedby calculating the means from the Likert scale responses in MATLAB (R2018a). According to the Likert scale interpretation for a five-point scale, with (4.21–5.00) considered very important: price (4.66), product quality (4.79), delivery quality (4.59), variety of designs (4.23), customer reviews (4.43), delivery time (4.24), and return policy (4.28). Other factors, such as brand reputation (4.01) and brand image (3.63), fell within the important range (3.41–4.20). Overall satisfaction with online shopping (3.43) alsofalls within this range. Therefore, this study concludes that apparel businesses should focus their marketing strategies on these key factors via social media to improve customer engagement and increase sales.Publication Open Access Approach or Avoid? A Quantitative Study on the Dualistic Nature of Social Media Envy in Undergraduates in a Non-state University in Sri Lanka(Faculty of Humanities and Sciences, SLIIT, 2023-11-01) Perera, R; Abeysinghe, N; Galappaththi, KEnvy is a complex emotion studied recently, especially with the impact of social media. This study explored the dualistic nature of social media envy in Sri Lankan undergraduates from a nonstate university. Using a quantitative design, data from 155 participants were collected via Google Forms and analysed with Spearman’s Rank test. Results indicated statistically significant positive moderate relationships between social media usage and both benign envy and malicious envy. However, social media only accounted for 20% of benign envy and 8.8% of malicious envy, suggesting it’s only one of many contributors. Furthermore, the association between social media usage and benign envy was stronger than that with malicious envy, implying social media envy may be less severe than perceived in Sri Lanka. The study acknowledges limitations, such as sample size and focus on one university. Future research should address these limitations and explore the dualistic nature of social media envy in different populations and contexts. Overall, the study emphasises the need to understand the complexity of envy and how social media can amplify or alleviate it. Findings have implications for social media usage, regulation, and interventions promoting emotional well-being.Publication Embargo Online Socializing and Offline Alcohol Usage: Influence of Daily Social Media Usage on the Level of Alcohol Usage among Students at a Non-state University in Sri Lanka(Faculty of Humanities and Sciences, SLIIT, 2022-09-15) Galappaththi, S.K; Abeysinghe, NAlcohol misuse can affect both the individual and society negatively. Specifically, young adults exhibit close associations with alcohol and social media. Previous studies demonstrate that online alcohol advertising promotes young people using social media to consume alcohol. This study examines the relationship between alcohol use among young adults and their usage of social media in the Sri Lankan context and any differences between levels of alcohol consumption among males and females. 300 students from a non-state university in Sri Lanka between the ages of 18 and 25 participated in a cross-sectional study conducted via online survey. Correlation and independent-sample t-test were used for data analysis. There was no significant relationship between daily social media use and alcohol use among young adults in Sri Lanka. A significant difference was observed between the level of alcohol use among males and females. Young adults in Sri Lanka are significantly influenced by a variety of sociocultural influences in their use of social media and alcohol intake. The use of social media in Sri Lanka and various alcohol-related behaviours among young people should be the subject of exploratory research, thus according to researchers.Publication Embargo The Impact Of Social Media On The Academic Development Of School Students(Institute of Electrical and Electronics Engineers, 2022-09-18) Perera, U,D,H,L; Harshanath, S.M.BWhile social media has reached the peak of its popularity, the addiction to social media become a major issue. With the present pandemic the authorities are forced to close the schools and to shift to virtual classrooms. The students must therefore use a connected devise to participate to the classes which has contributed to the increased addiction to social media among the youth. Inappropriate or excessive usage social media may affect the studies as well as mental and physical health of the user. Spread of fake news through social media has also been a big problem. Mainly, due to its convenience of usage, social media, has become a daily necessity, especially among the youth. So, the primary goal of this study project is to determine the impact of social media on school students' academic performance and to suggest a separate social media platform which will meet their needs.Publication Open Access Impact of Social Media Influencer Marketing on Consumer Engagement: A Study on Cosmetic Consumers in Sri Lanka(Emerald Publishing, 2022-12-01) Thathsara, J. L. D; Basnayake, B.M.N.D; Ekanayake, K.M.H; Tharu, K.G.E.S; Munasinghe, A.A.S.N; Rathnayake, R. M. N. MSocial media influencer marketing has long been regarded as one of the most common and efficient ways for businesses to communicate marketing messages to their customers. Marketers are obsessed with striking the appropriate balance between their brand and the social media influencer marketing used to promote their products. This study discussed the impact of social media influencer marketing on consumer engagement in the context of the cosmetic industry focusing on social media influencer marketing toward consumer engagement in the cosmetics industry in Sri Lanka. The main findings include descriptive statistics based on the experience and opinions of the brand experts. Accordingly, semi-structured interviews with 12 cosmetics brand managers in Sri Lanka chosen through the purposive sampling technique, were used for data collection adopting a qualitative approach and using thematic analysis for data analysis. This study focused on consumer behavior toward cosmetics, consumer engagement, cosmetics categories, availability of foreign and local brands in Sri Lanka, usage of social media influencers, importance, and the ideas that surround them. NVivo software is used to analyze qualitative data. When analyzing the factors obtained via the interview and the literature, researchers were able to gather a few key findings and these key findings directly address the objective of the study. Findings showed that the brands are always being updated on what these cosmetic consumers are looking for and satisfying their needs and these brands were always concerned about what type of social media influencers they are using to promote their brands. All the brands under this study use social media and social media influencer marketing to promote their brand among cosmetic consumers which clearly shows that despite being local or foreign brands these cosmetics brands have identified that social media influencer marketing is the key factor to impact consumer engagement.Publication Embargo Deep Learning for Code-Mixed Text Mining in Social Media: A Brief Review(Springer, Cham, 2022-09-19) Panchendraraja, R; Saxena, AThe advent of social media in day-to-day life has made communications between people more often and easier than ever before. Analyzing the content in social media has opened up a massive amount of research and commercial opportunities. However, the content in social media is noisy and multi-lingual, which postures computational challenges ahead. Especially, the non-native English speakers and writers tend to mix their native language with English while generating social media content. Thus it requires a comprehensive prepossessing of text, including the identification of language for many language processing applications. In the area of language processing, deep learning has shown to be very successful, and the latest research works have witnessed the adoption of deep learning solutions to cater to the challenges in analyzing code-mixed text. Here, we highlight a comprehensive study of deep learning techniques used for analyzing the code-mix text of social media to understand the state-of-the-art and existing research challenges. We will discuss several applications of code-mixed text analysis and future directions.Publication Embargo Social media based personalized advertisement engine(IEEE, 2018-02-19) De Silva, H; Jayasinghe, P; Perera, A; Pramudith, S; Kasthurirathna, DOnline advertising has become a global phenomenon that affects the retail market substantially. Advertisements engines are an effective solution to the mobile application market to push advertisements. This paper reports evidence that AdSeeker, User Preference Based Advertisement Engine Based on Social Media is an effective solution to improve the business value of the marketing and advertising. Since the internet is used by vast number of people, it essentially needs a comprehensive method to push personalized advertisements to the right people. Adseeker is a system built using ontological mapping and social media content based semantic analysis to direct personalized. Identifying personal relationship hierarchy, and ontological approach for advertisement classification helps to identify the most appropriate advertisement for each user. AdSeeker uses the tweets posted by users to capture the preference of each and every user. Each user pushed advertisements based on their individual preferences. Based on the social experiments done using Adseeker, we could demonstrate that the social media profile based advertising is effective in providing highly relevant advertisements.