Hettiarachchi, H.A.J.M.; Ishar Ali, M.S.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
In the digital era, social media platform such as Instagram have changed the way of marketing and one of the
best ways of engaging brands is through Instagram Reels, especially among the generation Z consumers.
Investigating ...
Gunasena, K.N.S.; Ishar Ali, M.S.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
Online impulse buying behavior is one of the major phenomena in the fast-emerging e-commerce industry in
Sri Lanka and especially in the fashion industry. The factors that lead to online impulse buying in the Western ...
Iresha, M.A.D.; Ali, M.S.I.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
Customer engagement has become an important factor affecting brand loyalty, especially for digital
marketspaces. This research explores the influence of customer engagement on brand loyalty in the online
cosmetics ...
Uresha, D.M.N.; Ishar Ali, M.S.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
The role of influencer credibility is increasingly becoming a major determinant of consumer engagement,
especially in the cosmetic industry which is volatile, uncertain, complex and ambiguous. The present study
aims ...
Sruthi, S.; Vaishnavi, S.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
This research analyzes the behavioral differences between online and in-store customers, with an emphasis on
current trends and consumer tastes in markets all over the world. It emphasizes the appeal of online shopping ...
Dilshani, H.P.D.; Sarangan, B.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
Social media growth has accelerated and increased significantly over years and billions of people worldwide
use internet on daily basis for variety of purposes. TikTok is the most popular social media platform with a ...
Rukmal, W.D.; Sarangan, B.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
In the current digital economy, privacy concerns are becoming increasingly significant, especially in the online
food delivery industry. Existing studies at global level have investigated the relationship between online ...
Wijesinghe, V. U.; Kajanthy, V.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
The rapid evolution of digital marketing has led to the emergence of social media influencers as a transformative
advertising tool. Social media stands as one of the strongest forces shaping consumer Intention today. ...
Dilki, Y.M.A.G.P.; Sarangan, B.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
Personalized advertising is a significant factor influencing consumer buying decisions, especially in social
media marketing. Even though a lot of international studies conducted on this issue to observe the effects of ...
Pannala, P.M.L.N.K.; Sarangan, B.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
Electronic commerce has grown rapidly throughout the past twenty years to be one of the most dynamic
channels of international trade, which essentially redefined conventional business strategies. However, beyond
those ...
Vithukshya, C.; Kajanthy, V.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
In recent years, digital marketing has experienced rapid growth, transforming how tourism experiences are
promoted and consumed worldwide. With the global rise in sustainable travel trends and digital marketing
innovations, ...
Bandara, E. M. K. G. D. S.; Madhusanka, J.D.T.(Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
In an era of intensifying global tourism competition, the authenticity of destination brands has emerged as a
critical factor influencing tourist loyalty. For culturally and ecologically rich locations such as Habarana ...