http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/5691 2026-04-04T08:01:36Z 2026-04-04T08:01:36Z Dhanushanthini, A. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/3015 2022-10-21T08:07:40Z 2019-01-01T00:00:00Z

THE ROLE OF SOCIAL MEDIA MARKETING IN BUILDING CUSTOMER EQUITY- SPECIAL REFERENCE TO TRAVEL AND TOURISM INDUSTRY IN SRI LANKA Dhanushanthini, A. Due to its dynamic and emergent nature, the effectiveness of social media as a marketing communication channel has presented many challenges for marketers and more consumers are using them as a source of information about products, services and brands. On the other hand, the value a customer brings to a firm is not limited to the profit from each transaction but is the total profit the customer may provide over the duration of the relationship with the firm. Thus, customer equity has been considered as the most determinant of the long-term values of the firm. Based on that this study examined the research problem of whether the social media marketing (SMM) impacts on customer equity in Travel and Tourism Industry (TTI) in Sri Lanka. The objective of this study is to identify the impact of SMM on customer equity in Sri Lankan TTI. Furthermore, the conceptual model has been developed to link SMM and customer equity. Entertainment, interaction, trendiness, customization and word of mouth are considered as the dimensions of SMM. Similarly, value equity, brand equity and relationship equity are the dimensions of customer equity which were extracted from literature. Questionnaire was used to collect data. Fifteen, tourist hotels have been selected in Colombo District based on non-probability sampling method (quota sampling method). Multiple regression analysis has been used for the analysis. Findings revealed that there is a positive impact of SMM on customer equity in Sri Lankan Travel and Tourism Industry.

2019-01-01T00:00:00Z Selvarajan, P. Chathuranga, R.W. L. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/3014 2022-10-21T08:07:38Z 2019-01-01T00:00:00Z

THE IMPACT OF HEDONIC SHOPPING MOTIVATIONS ON IMPULSIVE BUYING BEHAVIOR OF CONSUMERS IN APPAREL SECTOR IN GALLE DISTRICT Selvarajan, P.; Chathuranga, R.W. L. The study attempts to examine the impact of hedonic shopping motivations on impulsive buying behavior of consumers. Based on the literature, Hedonic shopping motivations include the major six components called adventure shopping motivation, gratification shopping motivation, role shopping motivation, value shopping motivation, social shopping motivation and idea shopping motivation. The main objective of this study is to investigate the impact of hedonic shopping motivation on consumers’ impulsive buying behavior towards apparel sector in Galle district. The data were collected through a structured questionnaire from the respondents in Galle district. Researchers incorporated multiple linear regression analysis and reliability test by using the SPSS software of 20.0 version. The results showed that Adventure shopping, role shopping and idea shopping are significantly influencing on impulsive buying behavior. However, gratification shopping motivation, social shopping motivation and value shopping motivation showed an insignificant impact. Adventure shopping motivation and idea shopping motivation positively influence on impulsive buying behavior. Role shopping motivation is negatively influencing on impulsive buying behavior. It is concluded that the above stated six factors of hedonic shopping

2019-01-01T00:00:00Z Dhanushanthini, A. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2960 2022-10-21T08:07:37Z 2019-01-01T00:00:00Z

THE ROLE OF SOCIAL MEDIA MARKETING IN BUILDING CUSTOMER EQUITY- SPECIAL REFERENCE TO TRAVEL AND TOURISM INDUSTRY IN SRI LANKA Dhanushanthini, A. Due to its dynamic and emergent nature, the effectiveness of social media as a marketing communication channel has presented many challenges for marketers and more consumers are using them as a source of information about products, services and brands. On the other hand, the value a customer brings to a firm is not limited to the profit from each transaction but is the total profit the customer may provide over the duration of the relationship with the firm. Thus, customer equity has been considered as the most determinant of the long-term values of the firm. Based on that this study examined the research problem of whether the social media marketing (SMM) impacts on customer equity in Travel and Tourism Industry (TTI) in Sri Lanka. The objective of this study is to identify the impact of SMM on customer equity in Sri Lankan TTI. Furthermore, the conceptual model has been developed to link SMM and customer equity. Entertainment, interaction, trendiness, customization and word of mouth are considered as the dimensions of SMM. Similarly, value equity, brand equity and relationship equity are the dimensions of customer equity which were extracted from literature. Questionnaire was used to collect data. Fifteen, tourist hotels have been selected in Colombo District based on non-probability sampling method (quota sampling method). Multiple regression analysis has been used for the analysis. Findings revealed that there is a positive impact of SMM on customer equity in Sri Lankan Travel and Tourism Industry.

2019-01-01T00:00:00Z Selvarajan, P. Chathuranga, R.W. L. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/2959 2022-10-21T08:07:35Z 2019-01-01T00:00:00Z

THE IMPACT OF HEDONIC SHOPPING MOTIVATIONS ON IMPULSIVE BUYING BEHAVIOR OF CONSUMERS IN APPAREL SECTOR IN GALLE DISTRICT Selvarajan, P.; Chathuranga, R.W. L. The study attempts to examine the impact of hedonic shopping motivations on impulsive buying behavior of consumers. Based on the literature, Hedonic shopping motivations include the major six components called adventure shopping motivation, gratification shopping motivation, role shopping motivation, value shopping motivation, social shopping motivation and idea shopping motivation. The main objective of this study is to investigate the impact of hedonic shopping motivation on consumers’ impulsive buying behavior towards apparel sector in Galle district. The data were collected through a structured questionnaire from the respondents in Galle district. Researchers incorporated multiple linear regression analysis and reliability test by using the SPSS software of 20.0 version. The results showed that Adventure shopping, role shopping and idea shopping are significantly influencing on impulsive buying behavior. However, gratification shopping motivation, social shopping motivation and value shopping motivation showed an insignificant impact. Adventure shopping motivation and idea shopping motivation positively influence on impulsive buying behavior. Role shopping motivation is negatively influencing on impulsive buying behavior. It is concluded that the above stated six factors of hedonic shopping motivations have 70% impact on Impulsive Buying Behavior of consumers. It is recommended that the shopping store owners should display latest trendy cloths as much as possible to increase the hedonic shopping motivations of buyers.

2019-01-01T00:00:00Z