http://drr.vau.ac.lk/handle/123456789/974 2026-04-04T08:00:56Z http://drr.vau.ac.lk/handle/123456789/3014 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 0031-12-19T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2960 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. 0031-12-19T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2958 NEXUS OF CREATIVITY, INNOVATION, AND ENTREPRENEURSHIP: A SYSTEMATIC REVIEW OF LITERATURE Mathushan, P In today's globalized business world, the phenomenon of entrepreneurship has been recognized as an overriding phenomenon toward the sustainable economic development of the country. Lucidly, the entrepreneur's mind turns around novel ideas and opportunities for innovation and strives to create more open doors eventually, making a dramatic impact on per-capita income, profit maximization, the lifestyle of the people, the thrust of entrepreneurship to survive and thrive is becoming increasingly more relies on creativity and innovation. Intriguingly, creativity and innovation have grown into most crucial facets within the ground of entrepreneurship because it is increasingly the situation that new markets, or even new market growth, may best be achieved through creative and innovative solutions. Studies of entrepreneurs, entrepreneurship, and growth have catalyzed the identification and promotion of innovative knowledge industries, rendering their economic importance increasingly significant. Thus, creativity and innovation are central concepts in reaping entrepreneurship success. Therefore, it is pivotal to embrace creativity and innovation within an entrepreneurial paradigm. The present study fills lacunae by emphasizing the dominant role of creativity, innovation, and entrepreneurship success. 0031-12-19T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2957 IMPACT OF BELIEFS ABOUT LEARNING A LANGUAGE ON SYNTHESIS OF READING AND WRITING Rasakumaran, A. This article presents the results of a study carried out among 48 sophomores of a Sri Lankan university to find out the relationship between the beliefs about language learning (reading and writing) and their ability to synthesis information from different sources into one piece of writing which summarizes the information from the texts. It also investigated the impact of synthesizing activities in learning achievement. The participants produced the results of this study in which three different texts on the same topic were read, and then a summarized text reveals that the ability of the participants to integrate and organize the content improved when their beliefs about reading and writing are transactional. It also revealed that there is a positive relationship between the quality of synthesized production and learning. 0031-12-19T00:00:00Z