http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/119 2026-05-26T09:34:46Z 2026-05-26T09:34:46Z Dilogini, S. Laxman, P.G.H.M. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12678 2026-05-26T05:29:50Z 2025-01-01T00:00:00Z

Title: Student Perceptions of Facebook Marketing in Higher Educations: A Case Study of the University of Jaffna, Sri Lanka Authors: Dilogini, S.; Laxman, P.G.H.M. Abstract: This study explores how Facebook marketing shapes student perceptions of Higher Education Institutions (HEIs), focusing on the state-owned University of Jaffna, Sri Lanka. While Facebook is a common global marketing tool for HEIs, its specific effectiveness and reception in state universities within developing nations remain underexplored. This research addresses that gap. A thematic analysis of interviews with 26 MBA students revealed six key themes. Findings highlight Facebook’s advantages: it is cost-effective, offers broad youth reach and fosters interactive communities among prospective students, current students and alumni. This access to peer insights and visual content directly influences application decisions. However, significant challenges were also identified, including content over-saturation, perceived credibility issues compared to official websites, algorithmic constraints on organic reach and risks from unmanaged negative feedback. While Facebook drives stronger general engagement than visually-focused platforms like Instagram or professionally-oriented networks like LinkedIn, it is less effective at reaching niche audiences such as international students. The study concludes that for state-owned HEIs in contexts like Sri Lanka, Facebook is a valuable yet limited tool. To maximize its potential, it must be integrated into a broader multi-platform strategy. Practical recommendations include creating engaging, credible content; using targeted ads to supplement organic reach; and proactively managing online reputation. This research offers original insights and actionable guidance for universities in developing nations to refine their social media marketing for improved student recruitment and engagement.

2025-01-01T00:00:00Z Shivany, S. Kavitha, S. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12638 2026-05-08T04:17:33Z 2019-01-01T00:00:00Z

Title: Enlightening the Livelihoods of Handy Craft Producers in Jaffna District: The Ways Forward Authors: Shivany, S.; Kavitha, S. Abstract: The critical challenges in eradicating poverty to meet sustainable incomes, as the number of peoples’ livelihoods are at lifeless stage. Therefore, government and other related authorities need to set out critical measures to ensure that low income or marginalized groups such as handicraft producers, petty businesspeople and disabled people meet their basic need via sustainable income through their livelihoods. Due to 30 years of prolonged war, many traditional livelihood activities had been transformed as handicraft works. Post-war technology applications and the intention toward peace and back to normal life, many windows affected by war, selected handicraft as their choice their choice to generate income for their day-to-day life, but still they faced many difficulties, to withstand these livelihoods. Even though these handcraft producers have many potentials in future, few research tried to explore these likelihoods, and failed to consult them through application-oriented research. This study used case study as qualitative methodology, to explore their problems. Purposive sampling method was used to collect Primary data from 19 handicraft producers in Jaffna, through in-depth interviews. This study identified problems of handicraft producers as inadequate infrastructure facilities, higher raw material price, lack of marketing facilities, lack of formal loan facilities, inadequate training, high cost of production, lack of knowledge about latest designs, existing market demand and facing difficulties to reach large audiences. The study suggests to the handicraft related organizations in Jaffna districts to train the producers for their capacity development and supports should be given to adopt case specific strategies for enlightening their livelihoods as handicraft making.

2019-01-01T00:00:00Z Shivany, S. Velnampy, T. Kajendra, K. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12637 2026-05-08T03:58:07Z 2015-01-01T00:00:00Z

Title: Literature survey on post war marketing strategies for the conflict effected areas of Sri Lanka Authors: Shivany, S.; Velnampy, T.; Kajendra, K.

2015-01-01T00:00:00Z Shivany, S. Inthusha, S. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12608 2026-05-06T09:23:53Z 2017-01-01T00:00:00Z

Title: Factors Influencing the Students' Adoption of ELearning Among Commerce and Management Undergraduates: Evidence From University of Jaffna Authors: Shivany, S.; Inthusha, S. Abstract: This Study Focuses on Examining the Factors Affecting Student Adoption of E Learning. This Is Designed to Conduct Undergraduates of Faculty of Management Studies and Commerce, University of Jaffna. Based On Different Theories Especially Technological Adoption Theory and Empirical Evidences, Individual Characteristics, Individual Perception, Perceived Usefulness Perceived Ease of Use, ICT Infrastructure, Experience, Social Influence Institutional Support and the E-Learning Process Are Factors Identified. Advanced Multivariate Analysis as Exploratory Factor Analysis Is Utilized to Find Out the Factors Affecting Student Adoption Of E-Learning. There Are Four Factors Identified Through Exploratory Factor Analysis. Institutional Support, Individual Characteristics, Perceived Usefulness and Perceived Ease of Use Are Factors Identified Which Affect Student Adoption of E Learning. Therefore, Efforts to Improve E-Learning Adoption Should Concentrate on Improving Institutional Support, Individual Characteristics, Perceived Usefulness and Perceived Ease of Use. The Faculty Should Invest More on Infrastructure Such as in Fast and Reliable Internet Access and Provide a Dedicated Mirrored Server For E-Learning. The Faculty Should Also Integrate E-Learning into the Faculty Strategic Plan and Annual Work Plans and Develops a Clear Policy and Also Fund E-Learning Initiatives.

2017-01-01T00:00:00Z