http://drr.vau.ac.lk/handle/123456789/241 2026-08-11T18:31:19Z http://drr.vau.ac.lk/handle/123456789/2181 Knowledge Domains and Research Frontiersin Employer Branding: A Bibliometric investigation Mathushan, P. The overriding aim of this study is to explore the patterns of thematicevolution, research gap, and the intellectual structure of employer brandingusing bibliometric techniques. The study utilises journal articles indexed inthe Scopus database. The study employs publication metadata andanalyses it using keyword co-occurrence and network analysis to determinethe dominant themes in the employer branding literature and the variousknowledge clusters. The results show that employer branding has emergedas a significant, central cross-field concept for integrating human resourcemanagement, marketing, organisational behaviour, and strategicmanagement. However, it further illustrates persistent theoreticalfragmentation and excessive focus on the recruitment and attractionoutcomes. The four main thematic clusters are: employer branding andorganisational attractiveness; HRM and talent management; employee-centric outcomes and organisational profile; and digital platforms and co-creation of the employer brand. The research also shows a plethora ofunderdeveloped areas in sustainability, employee experience, ethics, andcontextual diversity. This study shows that there is a need for multi-leveltheoretical integration and longitudinal, contextual research. The rediscoveryof employer branding as a dynamic, multi-level, and holistically relevantconcept in the study of sustainable and meaningful employmentrelationships is the value-add to the current literature on the human resourcemanagement employer branding phenomenon. 2026-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2180 The nexus between knowledge management practices and firm innovation Mathushan, P.; Kengatharan, N. While firms operate in an extremely hyper-competitive environment, innovation becomes the invader of the competitive game. Over the past two decades, knowledge management practices have gained considerable attention among researchers and practitioners as a salient enabler of firm innovation. Notably, the extant literature on knowledge management practices and firm innovation is sparse and evidences contradicting findings. Therefore, the study was designed to examine the effect of knowledge management practices on firm innovation. Data were garnered using a self-reported questionnaire from 118 managers and owners of small and medium-sized enterprises (SMEs) in Sri Lanka. The model’s validity and hypotheses were tested using partial least squares structural equation modelling (PLS-SEM). The study found that knowledge acquisition, knowledge application, and knowledge sharing have a significant positive effect on SMEs innovation. The findings shed new light on the importance of knowledge management practices and its interventions on firm innovation in SMEs from the perspective of a developing country. 2026-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2175 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. This research explores the exploitation of compromised Facebook accounts in fraudulent Bitcoin investment promotions, highlighting the intersection of deceptive marketing practices and cybercrime. By employing a qualitative approach, the study gathers data through in-depth interviews and multiple case studies of individuals whose accounts were hacked to promote these scams. Thematic analysis reveals that cybercriminals increasingly exploit social media platforms like Facebook to push Bitcoin investment scams, leveraging cryptocurrency transactions' irreversible and often untraceable nature. The study emphasizes the rising trend of cryptocurrency scams linked to compromised social media accounts and aims to provide valuable insights into the criminal landscape surrounding social media and cryptocurrencies. 2024-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2174 Building Brand Trust and Sustainability of MSMES through Storytelling: Strategies for Marketing Eco-Friendly Products Jegashini, K.; Shivany, S. 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 decisions. Storytelling is a powerful tool for achieving these goals. The objective of this study is to analyze how storytelling serves as an effective marketing tool for MSMEs to enhance brand trust and promote sustainability in eco-friendly products. To develop brand trust and sustainability for MSMEs that specialize in eco-friendly products, this study examined the critical role played by storytelling. This study employs a mixed-methods approach to examine the impact of narrative-driven marketing on consumer perceptions and behaviors. Surveys were conducted with 65 customers using convenience sampling, and participants were selected based on their availability and willingness. Focus group discussions were held with 18 MSMEs, chosen through purposive sampling to ensure relevant insights on narrative-driven marketing. This combined approach provided a well- rounded understanding of the topic from both consumer and MSME perspectives. The findings show that a strong narrative builds a stronger emotional bond between consumers and environmentally friendly products in addition to improving brand trust. Furthermore, the research delineates the pivotal tactics that MSMEs might employ to effectively convey their endeavors toward sustainability and ethical conduct, thereby fostering enduring patronage. This study advances the knowledge of environmentally concerned consumers' perceptions of sustainable marketing strategies and emphasizes the use of storytelling to elevate brand trust. MSME owners indicated that authentic narratives about sustainability practices foster transparency and increase consumer trust. Customers felt a stronger connection with brands that shared personal stories with founders and employees. The narratives highlight sustainability journeys, such as ethical sourcing and reducing environmental impact, appealing to eco-conscious consumers. Storytelling cultivates emotional connections by illustrating real-life impacts and encouraging customer loyalty and advocacy. This research provides actionable insights for MSMEs to enhance marketing strategies through storytelling focused on sustainability and strengthening brand identity and consumer trust. Policymakers can support these efforts by offering resources and training in effective storytelling and sustainable marketing practices, highlighting the potential of storytelling to engage consumers and promote sustainable practices in eco-friendly product marketing for MSMEs in Sri Lanka. 2024-01-01T00:00:00Z