Research Publications

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Now showing 1 - 4 of 4
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    PublicationOpen Access
    An Investigation of Morphological Processes in Sri Lankan English; A Study Based on Selected YouTube Comment Sections
    (SLIIT City UNI, 2025-07-08) Ranthunga, S; Godage, S
    British rule left a lasting impact on Sri Lanka with the introduction of English language. In addition, English was considered as the official language of the country under the British government. After gaining independence in 1948, Sri Lanka evolved into a multi-ethnic country which subsequently affected its vernacular languages, which are Sinhala and Tamil. English language in Sri Lankan context emerged as Sri Lankan English (SLE), a new variety representing diverse cultural and social factors of the country. SLE has undergone numerous word formation processes and developed into one of the most major varieties of the English language. In the present day, the frequent use of social media platforms like YouTube comment section has become a dynamic site for the morphological processes in SLE. The content creators utilize new SLE words to facilitate audience engagement. This research aims to investigate the productive and frequently used morphological processes of SLE in selected YouTube comment sections. The study was designed as a qualitative content analysis. A sample of thirty words was selected employing judgmental approach where researcher’s knowledge on SLE morphology was utilized to select YouTube channels. According to the findings, compounding accommodates the largest number of entries in SLE vocabulary found in the You Tube comment section of the selected channels. Borrowing stands as the second-largest entry. Clippings and affixation respectively accommodate fewer entries. Thus, compounding and borrowing can be identified as the most productive and frequently used morphological processes in You Tube comment section in Sri Lanka. Moreover, most of the compounding and borrowings are influenced by the Sinhala language, revealing its significant influence on morphological processes in Sri Lankan English. In conclusion, it is evident that further research on the SLE morphological processes is essential to codify the modern trends in SLE vocabulary due to the influence of digital platforms like YouTube.
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    PublicationOpen Access
    Implications for Utilizing YouTube based Community Interactions for Destination Marketing
    (arXiv preprint arXiv:1305.5019, 2013-05-22) Sambhanthan, A; Thelijjagoda, S; Tan, J
    In recent time, YouTube has evolved into a powerful medium for social interaction. Utilizing YouTube for enhancing marketing endeavors is a strategy practiced by marketing professionals across several industries. This paper rationalizes on the different ways and means of leveraging YouTube-based platforms for effective destination marketing by the hospitality industry (hotels). More specifically, the typology of virtual communities is adapted to evaluate the YouTube platform for effective destination marketing. Comments made by YouTube users have been subjected to a content analysis and the results are reported here under the five broad clusters of virtual communities. Implications for utilizing YouTube-based community interactions for destination marketing are also highlighted as part of the outcome of this research.
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    PublicationOpen Access
    Virtual Community Based Destination Marketing with YouTube: Investigation of
    (International Journal of Web Portals, 2016) Sambhanthan, A; Thelijjagoda, S; Good, A; Scupola, A
    YouTube has now evolved into a powerful medium for social interaction. Utilizing YouTube for enhancing marketing endeavours is a strategy practiced by marketing professionals across several industries. This paper rationalizes on the different strategies of leveraging YouTube-based platforms for effective destination marketing by the hospitality industry (hotels) and provides insights on the critical drivers and challenges embedded within YouTube-based community interactions for destination marketing. The comments made by YouTube users have been subjected to a content analysis and the results are reported under the five broad clusters of virtual communities. More broadly, the typology of virtual communities is adapted to evaluate the YouTube platform for effective destination marketing.
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    PublicationEmbargo
    Investigation of an Extended Typology for Marketing Destinations with YouTube
    (IGI Global, 2018-07-01) Sambhanthan, A; Thelijjagoda, S; Good, A; Scupola, A
    This article describes how YouTube has been evolving as an e-tool for marketing activities over the past decade. Utilizing YouTube for enhancing marketing endeavours is a strategy practiced by marketing professionals across a growing number of industries. The research documented in this article investigates virtual community-based destination marketing using an extended conceptualisation of a virtual community typology. A non-participant netnographic investigation of virtual communities through a content analysis has been applied in this article to investigate the research questions. The contribution includes the application of an extended typology of virtual communities to YouTube leading to a number of managerial implications for marketing practice on using YouTube as an effective marketing tool.