Marketing: Recent submissions

Now showing items 41-60 of 242

Identifying the Challenges Faced by Deaf and Hard-of-Hearing Tamil Individuals in Sri Lanka: A Study on Sign Language Barriers

Sathyakumar, M.; Shivany, S.; Jegashini, K.; Dilogini, S. (University of Jaffna, 2025)

This study aims to explore the communication challenges faced by Deafness and Hard-of-Hearing (DHH) Tamil individuals in Sri Lanka, with a specific focus on sign language-related barriers and the lack of a standardised ...
Fostering Gender Equality in Higher education: Incorporating outcome-based measures into review manuals to enhance the quality assurance in Sri Lankan state universities

Shivany, S.; Dilogini, S.; Jegashini, K.; Thasika, T. (University of Ruhuna, Sri Lanka, 2024)

The field of higher education in Sri Lanka is undergoing significant changes to align with global standards and foster inclusive growth. However, a notable gap exists among universities in measuring gender equality and ...
Employing Marketing Graduates in MSMEs for Achieving Sustainable Development Goals

Shivany, S.; Jegashini, K.; Dilogini, S. (South Eastern University of Sri Lanka, 2025)

This paper examines the integration of marketing graduates in MSMEs in Sri Lanka, focusing on their contribution to the achievement of SDGs. The study uses a qualitative methodology, collecting data from 30 MSMEs owners ...
The Emerging Digital Ecosystem of Online Marketing for Startups in the Covid-19 Era: Insights from Northern Province Sri Lanka.

Shivany, S.; Dilogini, S.; Jegashini, K.; Pathmaraj, P. (Eastern University Sri Lanka., 2024)

This study investigates the emerging digital ecosystem of online marketing for startups in the Northern Province of Sri Lanka during the COVID-19 era. Using indepth interviews with 18 entrepreneurs who started their ...
Does current pre-experience matter? A study of customer-perceived characteristics and MarTech usage behaviour of mobile banking application users in Sri Lanka

Dilogini, S.; Shanmugathas, S.; Malkanthie, M.A.A. (Asian Journal of Marketing Management (AJMM), University of Sri Jayewardenepura, Sri Lanka, 2023)

Purpose: The integration of Marketing Technology (MarTech) in Mobile Banking (MB) apps gains recognition in marketing automation, previous research lacks a comprehensive framework for understanding customer ...
Deceptive Social Media Marketing Tactics Utilizing Compromised Facebook accounts to Promote Fraudulent Bitcoin investment crimes: Evidence from Sri Lankan Facebook users.

Jegashini, K.; Shivany, S. (First International Conference on Criminology & Criminal Justice NEW HORIZONS IN CRIMINOLOGY AND CRIMINAL JUSTICE University of Sri Jayewardenepura, Sri Lanka, 2024)

This research investigates the exploitation of compromised Facebook accounts in fraudulent Bitcoin investment promotions, focusing on the intersection of deceptive marketing practices and cybercrime. It aims to understand ...
Developing Personal Brands through Social Media Platforms: A case of university academics in Sri Lanka

Rathna, S.N.K.K.; Shivany, S. (28th Annual Technological Advances in Science, Medicine, and Engineering (TASME 2024), 2024)

media’s Social widespread usage has made it possible for several developments to occur in higher education settings, including the personal branding of university academics to enhance their visibility, credibility, and ...
Building Brand Trust and Sustainability of MSMEs Through Storytelling: Strategies for Marketing Eco-Friendly Products

Jegashini, K.; Shivany, S. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

In a competitive market for eco-friendly products, MSMEs need effective marketing strategies to build brand trust and sustainability. Research shows that consumers increasingly prioritize sustainability in their purchasing ...
Human-Centric Digital Transformation in Industry 5.0: A Phenomenological Study of Family-Owned SME in Sri Lanka

Sangarathas, D.; Shivany, S. (Journal of the Electronic Journal of Information Systems in Developing Countries, 2025)

This phenomenological study explores human-centric digital transformation within Industry 5.0, specifically focusing on family-owned SMEs in Sri Lanka. Despite their crucial economic role, these businesses encounter distinct ...
Consumer Personality Traits, Service Expectations, and Loyalty: Evidence from Local Beauty Salon in Jaffna in Sri Lanka

Senevirathne, P.V.D.; Hansika, W.A.K.A.; Ranasinghe, K.R.P.M.; Karunathilake, R.L.A.M.; Thadikara, T.M.S.T.; Bandara, H.M.S.M.; Vithanage, M.Y.D.; Madushanka, K.D.N.; Kushan, E.M.C.; Bandara, K.W.H.D.S.; Puvitharan, R.; Dilogini, S. (Faculty of Management Studies | Rajarata University of Sri Lanka, 2025)

Customer loyalty is very important for the survival and growth of micro, small, and medium enterprises (MSMEs) in the beauty and personal care industry. Despite its significance, little research has explored how ...
Developmental Psychology Perspectives on Consumer Book Choices in a Small-Scale Bookshop

Dilogini, S.; Kamshanaa, T.; Jayathissa, T.M.I.M.; Kumarasinghe, K.M.I.N.; Ranathunga, S.A.T.H.; Disanayake, W.G.S.U.; Bens, A.N.; Samarawickrama, L.G.P.K.; Subasinghe, N.S.; Danieal, M.; Kumari, S.M.V.H.T. (Faculty of Management Studies, Rajarata University of Sri Lanka, 2025)

From a developmental psychology perspective, this study explores how small-scale bookstores create a distinct developmental setting compared to libraries or online platforms. Unlike libraries, they combine learning with ...
FROM OVEN TO ONLINE: A PARTICIPATORY ACTION RESEARCH ON ADOPT A BUSINESS SOLUTIONS FOR A BAKERY

Madarasinghe, H.V.; Dilrukshi, R.M.U.E.; Senevirathna, M.G.P.N.; Basnayaka, T.K.; Malshani, B.R.; Dilogini, S. (University of Vavuniya, 2025)

This research explores how basic digital branding tools, including Facebook, QR codes, and creative contents, allow small food businesses to increase their visibility and engagement with customers. Using a Participatory ...
SMALL STEPS, BIG IMPACT: CO-CREATING CUSTOMER EXPERIENCE AND ONLINE PRESENCE IN A TRADITIONAL SRI LANKAN RESTAURANT

Jayasinghe, J.M.T.D.N.; Dilogini, S. (2025)

This Participatory Action Research (PAR) article explores how simple steps and actions can lead to a positive customer experience, operational efficiency, and online visibility at Inpa Pillaiyar Veg Restaurant, a ...
UNDERGRADUATE-LED PARTICIPATORY ACTION RESEARCH DRIVING A SMALL RESTURANT DIGITAL TRANSITION

Hettiarachchi, E.S.P.; Sritharan, S.; Rathnayake, R.M.N.U.; Dharmasiri, D.M.S.R.; Nisansla, W.M.S.; Dissanayake, D.M.D.S.; Dilogini, S. (University of Vavuniya, 2025)

This Participatory Action Research (PAR) study assessed the integrated digital platforms Meta Business Suite, TikTok, and WhatsApp business as tools to support operational efficiency, customer engagement, and youth ...
CO-CREATING DIGITAL SOLUTIONS: EMPOWERING TRADITION THROUGH PARTICIPATORY ACTION RESEARCH

Rambukwelle, H.M.R.O.B. (University of Vavuniya, 2025)

This Participatory Action Research (PAR) project sought to improve the digital presence and customer engagement of Maruthu Dum Biryani, a traditional MSME in Jaffna, by co-creating and implementing low cost digital ...
Factor Influencing the Application of Social Customer Relationship Management in Women-Headed Small and Medium Enterprises

Sathana, V. (University of Jaffna, 2024)

Purpose: A growing number of small and medium enterprises (SMEs) are headed by women, contributing to the economic empowerment of women and the overall advancement of gender equality. The study aims to discover the factors ...
Role and Level of E-CRM in Women-Headed Micro, Small, and Medium Enterprises in Sri Lanka

Sathana, V. (University of Jaffna, 2024)

Purpose: Women in the SME sector play a prominent role in the development of Sri Lanka; at the same time, they have been facing huge problems and challenges to sustain in the environment. The purpose of this research is ...
Factors determining the development of SMEs in Jaffna District.

Sathana, V.; Velnampy, T.; Rajumesh, S. (University of Jaffna, 2018)

SMEs play prominent role in any economy through generating employments, contributing to Gross Domestic Product (GDP), embarking innovations and stimulating of other economic activities (ESBA, 2011). This sector is said ...
Exploring the Value Addition Strategies to Access Standards of Products of Micro, Small and Medium Entrepreneurs in Jaffna District

Sathana, V. (Macrothink Institute, 2018)

After the local war, micro, small and medium enterprises (MSMEs) have been facing huge problems in Jaffna District and they have poor quality of product and services. The purpose of this paper is to explore the meaningful ...
Exploring the Problems and Challenges of Micro, Small and Medium Enterprises in Northern Province

Sathana, V.; Velnampy, T. (Macrothink Institute, 2019)

The purpose of this study is to identify the problems and challenges of SMEs in the postwar situation of Northern Province. Researcher conducted qualitative exploratory research; explain the phenomenon of problematic ...

Now showing items 41-60 of 242

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