http://drr.vau.ac.lk/handle/123456789/248 Tue, 11 Aug 2026 19:33:57 GMT 2026-08-11T19:33:57Z 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. Mon, 01 Jan 2024 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/2175 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. Mon, 01 Jan 2024 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/2174 2024-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2173 Exploring the Gender Pay Gap: Insights from Jaffna's Workforce Jegashini, K. Purpose: This study examines the perceptions of the gender pay gap in Jaffna’s workforce to understand how these perceptions influence career choices for both men and women. It aims to highlight the underlying societal and systemic factors contributing to gender inequality and inform policies that promote gender equity in the workplace. Design/Methodology/Approach: The research employs a mono-method approach, conducting semi-structured interviews with 10 employees and employers across various sectors to explore perceptions of the gender pay gap and its impact on gender equality in Jaffna's workforce. Cross-sectional data collection captures current perspectives, which are thematically analyzed to interpret the findings. Findings: The study highlights several interconnected themes influencing the gender pay gap in Jaffna’s workforce. Perceptions of Stability vs. Risk reveal that women often prioritize stable, lower-paying roles, avoiding high-risk positions due to societal expectations and family responsibilities. Career Aspirations and Gender Norms show that men are more likely to pursue higher-paying roles, aligning with traditional notions of being primary earners. While Acknowledgment of Pay Disparities exists among both genders, men perceive the gender pay gap as a less pressing issue. Systemic barriers, including Occupational Segregation and Traditional Gender Roles, further entrench disparities. These findings underscore the critical need for Targeted Policies, such as flexible working conditions and accessible childcare, to address systemic inequalities and promote gender equality in the workforce. Research limitations: The study is limited to a specific Jaffna region, which may not fully represent broader national contexts. Implications: The study highlights the need for policy interventions to address the gender pay gap and promote gender equality in the Jaffna workforce. These interventions should focus on challenging societal norms, providing support for women in higher-paying roles, and creating a more inclusive work environment. Additionally, organizations should implement equitabl Mon, 01 Jan 2024 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/2173 2024-01-01T00:00:00Z http://drr.vau.ac.lk/handle/123456789/2172 A Blind Woman's Journey of Education and Empowerment Against Gender-Based Harassment Vinothiny, R.; Jegashini, K. Introduction: A blind girl from Santhapuram, Kilinochchi, Sri Lanka, overcame poverty and discrimination with resilience, pursuing education despite challenges, inspiring others with her determination and courage amidst adversity. Context and Challenges: Growing up in a financially struggling household, she faced significant gender-based discrimination. With limited resources and undergoing 26 surgeries during Sri Lanka's war, she persevered to pass her O/L and A/L exams. However, attending the University of Colombo posed new challenges, including high bus fares and daily harassment on public transportation. Complaints were ignored, and the societal stigma around her disability left her vulnerable, exacerbated by insufficient financial support from Iniya Vaal Illam. Action taken: To ensure her safety during travel, she employed creative strategies such as pretending to be married, booking the seat next to hers, and avoiding interaction with individuals who offered help but displayed inappropriate behavior. These measures allowed her to navigate daily challenges while continuing her education. Achievements: She graduated from the University of Colombo, becoming a beacon of hope for women with disabilities and inspiring her community. In addition to her academic success, she is a talented music composer, capable of playing multiple instruments and singing. Her achievements prove that determination can overcome adversity and create meaningful change. Future Aspirations: She aims to advocate for the rights of disabled women in Sri Lanka, raising awareness about their challenges and creating safer public spaces. She plans to pursue her passion for music, using her talents to inspire others through composition and performance. Her vision is a future where women can pursue their education and dreams without fear of harassment, while also contributing to the arts in meaningful ways. Mon, 01 Jan 2024 00:00:00 GMT http://drr.vau.ac.lk/handle/123456789/2172 2024-01-01T00:00:00Z