http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/124 2026-04-10T18:30:54Z http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12422 Title: Are women-led micro, small and medium enterprises (WMSMEs) in Sri Lanka using social media as their transformative digital tool? Case study insights from Sri Lanka Authors: Dilogini, S Abstract: This study explores the use of social media tools by Sri Lankan women-led micro, small, and medium enterprises (WMSMEs) as empowering digital technologies for entrepreneurship transformation. Following a qualitative case study approach, the study draws on in-depth, semi-structured, prolonged interviews with ten Sri Lankan women entrepreneurs representing different industries, supported by thematic analysis. Results show that social media enables such entrepreneurs to overcome geographical and socio-cultural borders, expand markets, and engage with consumers via visual storytelling and niche messaging. Entrepreneurs strategically mix and match platforms using Instagram and YouTube for brand building, Facebook for promotion, and WhatsApp for personalized communications while increasingly relying on analytics in guiding content and marketing decisions. Despite challenges such as low digital literacy, poor connectivity, and gendered social constraints, the women entrepreneurs exhibited resilience and adaptability in navigating the digital space. Despite the growing focus on digital tools, little is known about how women entrepreneurs strategically use social media for transformative business outcomes in developing contexts. This study engages with theories of digital entrepreneurship and gendered innovation to reveal how WMSMEs use social media for market expansion, customer engagement, and cultural storytelling. The findings highlight the need for targeted digital literacy programs to bridge infrastructure and socio-cultural gaps. This research contributes to the academic discourse by signifying WMSMEs' analytically driven, multi-platform strategies, and provides actionable insights for inclusive digitalization for policymakers. 2026-01-01T00:00:00Z http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12191 Title: A Holistic Framework For 5s Sustainability In Jaffna Urban Council: Economic, Ecological And Social Dimensions Authors: Kuganesan, P.; Dilogini, S. Abstract: This study explores the long-term sustainability of the 5S methodology in the Jaffna Urban Council, focusing on how it can evolve from a short-term initiative into a permanent organizational practice. The purpose of the study is to identify the economic, structural, social, cultural and ecological determinants that influence 5S continuity in the public sector. Guided by an interpretivist, qualitative design, the study collected primary data through 58 semi-structured key informant interviews with top managers, co-workers and public beneficiaries selected through purposive sampling. The findings reveal five interconnected themes. First, sustaining 5S is viewed as essential to protect financial investments and ensure efficient public service delivery. Second, the lack of structural mechanisms such as formal duty integration and continuous audits weakens accountability. Third, negative staff attitudes, limited knowledge and inadequate training hinder long-term adoption. Fourth, both staff and the public emphasize the importance of shared ownership, internal awareness and citizen participation. Fifth, sustainability requires integrating environmentally responsible practices and aligning 5S with external governance demands. The study recommends establishing formal accountability systems, continuous capacity building and participatory engagement with communities. The study’s originality lies in offering a holistic, triple-bottom-line–aligned framework that reconceptualizes 5S as a comprehensive governance strategy, providing a novel body of knowledge for enhancing resilience and service quality in public-sector institutions. 2025-01-01T00:00:00Z http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12190 Title: A Qualitative Exploration of How Social Media Serves for Research Visibility And Altmetric Engagement Among Sri Lankan Academics Authors: Kalavathy, S.; Sharan, S.; Dilogini, S. Abstract: Background: Altmetrics (alternative metrics) have emerged as an extension of traditional research impact indicators by capturing online attention generated primarily through social media and digital platforms. Unlike citation-based metrics, altmetrics reflect immediate engagement with research outputs through platforms such as academic networking sites and social media channels. While global higher education institutions increasingly integrate altmetrics into research evaluation, empirical evidence on how Sri Lankan academics utilize social media driven altmetric mechanisms to enhance research visibility remains limited. Objective: This study aims to examine how social media enabled altmetric mechanisms contribute to research visibility among Sri Lankan academics, with specific attention to practices that enhance online engagement and visibility outcomes rather than perceptions alone. Methodology: A qualitative research design was adopted, involving semi-structured interviews with 33 academics and three focus group discussions conducted at the Open University of Sri Lanka, University of Jaffna, and University of Vavuniya. Participants were purposively selected based on prior experience in disseminating research through academic social networking platforms and social media channels, ensuring relevance to altmetric-related visibility outcomes. Data were analysed using thematic analysis supported by systematic coding, with themes refined until thematic saturation was achieved. Results and Findings: The findings demonstrate that research visibility was enhanced primarily through platform-driven engagement mechanisms associated with altmetrics, particularly via ResearchGate, LinkedIn and Google Scholar profile sharing. Academics who actively shared publications experienced increased article views, downloads, professional inquiries and collaboration requests key indicators of altmetric attention. However, visibility outcomes were uneven due to inconsistent social media engagement practices and limited institutional facilitation. General-purpose platforms such as Facebook were perceived as less effective for scholarly dissemination, while the absence of institutional strategies for tracking and leveraging altmetric data constrained systematic impact enhancement. Conclusion/Implications: This study reveals that altmetric driven research visibility among Sri Lankan academics is largely incidental rather than strategic. Universities can operationalize these findings by formalizing social media dissemination strategies, incorporating altmetric indicators into research performance frameworks, and providing targeted training on platform specific engagement for research visibility. These actions can transform altmetrics from passive indicators into active tools for academic impact 2026-01-01T00:00:00Z http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12189 Title: Exploring Digital Personal Branding Practices Through Linkedin Among Marketing Undergraduates: Evidence From The University Of Jaffna Authors: Pushpakumara, P.P.M.M.; Mendis, T.N.; Dilogini, S. Abstract: Background: In today’s competitive virtual environment, undergraduates must differentiate themselves to secure career opportunities. Although digital personal branding on platforms such as LinkedIn is increasingly recognized as important for professional growth, limited research has examined University of Jaffna undergraduates’ engagement with these practices. This study focuses on marketing undergraduates at the University of Jaffna, contributing insights from a less explored context. Objective: This study aims to examine how marketing students build and develop their digital personal brand exclusively through LinkedIn, identifying the opportunities and challenges involved. Methodology: A qualitative research design was adopted. Data were collected through thirty-two semi-structured interviews with marketing undergraduates at the University of Jaffna and analyzed using thematic analysis to identify common and unique personal branding practices and experiences. Key Findings: The study finds that undergraduates mainly use LinkedIn to build professional reputation, expand networks, and enhance employability. Peer recommendations and awareness of specializations were more effective in building trust than overall online visibility. However, challenges remain, including a stronger preference for Facebook over LinkedIn, difficulty in maintaining consistent updates, privacy concerns, and balancing professionalism with prevailing social stigma. Conclusion/Implication: The qualitative findings provide initial insights into digital personal branding in Sri Lankan higher education and highlight the need for systematic institutional support in teaching personal branding. The implications for teachers, students, and institutions show how digital presence can be better utilized for professional advancement. 2026-01-01T00:00:00Z