• The Influence of Search Engine Optimization on Consumer Decision-Making in E-Commerce in the Hotel Sector in Matara District, Sri Lanka 

  Samarakoon, J.C.; Sivanenthira, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  This study examines the influence of Search Engine Optimization (SEO) on consumer decision-making in the e-commerce hotel sector in the Matara District, Sri Lanka. The study concentrates on three important dimensions of ...
• The Impact of Instagram Travel Influencers’ Credibility on Destination Choice among Young Travelers in Kalutara District, Sri Lanka 

  Peiris, T.C.K.; Weerasinghe, K.P.W.D.R. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  This study investigates the impact of Instagram travel influencers' credibility on the destination choice of young travelers in the Kalutara District of Sri Lanka. Grounded in Source Credibility Theory, four dimensions of ...
• The Factors influencing Tourists’ Revisit Intention in the Hospitality and Tourism Industry in Sri Lanka 

  Navarathinarasa, S.; Dushyenthan, T. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  Tourism plays a significant role in the economic development of Sri Lanka, with emerging destinations such as Jaffna District gaining increasing attention due to their unique cultural heritage, historical significance, and ...
• Factors affecting Tourists' Satisfaction in Badulla District, Sri Lanka 

  Dissanayaka, D.M.C.J.; Sivanenthira, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  Tourists' satisfaction is a complex phenomenon that has been widely researched in the field of tourism. The study results indicate that all five independent variables; accommodation quality, tourist attractions, service ...
• The Effectiveness of Social Media Influencers on Promoting Marine and Coastal Tourism in Galle District, Sri Lanka 

  Sasmini, B.G.V.; Kajanthy, V. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  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, ...
• The Investigation of Use of AI-Powered Tools on Marketing Career Choices: Evidence from Marketing Undergraduates in Sri Lanka 

  Shawwaf, M.R.M.; Weerasinghe, K.P.W.D.R. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  The integration of Artificial Intelligence (AI) into marketing is reshaping professional practice and influencing the career aspirations of future marketers. However, empirical evidence on how AI affects marketing ...
• Factors influencing the Intention to Use Buy Now Pay Later (BNPL) Services for Consumer Electronics in Colombo District, Sri Lanka 

  Anuththara, M.S.; Dushyenthan, T. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  Buy Now Pay Later (BNPL) services have rapidly emerged as a popular financial technology payment option that is spreading worldwide. The increasing use of BNPL services has transformed consumer purchasing behaviour by ...
• Effect on Sensory Marketing on Consumer Impulsive Buying Behaviour: A study in Kitchens by Keells in Kalutara District, Sri Lanka 

  Gunarathna, S.R.Y.; Dushyenthan, T. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  Sensory marketing has emerged as a key trend in the retail sector to appeal to the consumers' sense of sight, sound, smell, taste and touch to drive their buying decisions. This research was conducted to assess the ...
• Impact of Virtual Reality on Hotel Reservations: Evidence from the Colombo District, Sri Lanka 

  Madhuwanthi, P.D.S.A.; Jude Leon, S. A. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  Over the past few years, Virtual Reality technology (VR) has become a promising marketing innovation in the hospitality industry owing to the advantages it provides in enhancing customer experiences as well as reducing ...
• The Influence of Virtual Tour Experience on Domestic Tourists' Decision-Making in the Kandy District, Sri Lanka 

  Amarasekara, G.P.M.P.; Jude Leon, S. A. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  The rapid advancement of digital technologies has transformed the tourism industry, particularly through the emergence of virtual tours that allow potential tourists to explore destinations remotely. This study examines ...
• The Impact of Social Media Advertisement on Purchasing Behaviour towards Automobile Industry: A Study of Young Customers in Kurunagale District, Sri Lanka 

  Ekanayaka, E.M.M.L.; Dushyenthan, T. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  The current study aims at exploring the impact of social media advertisement on purchasing behaviour of young customers (age range of 20-35 years) towards automobile industry in Kurunegala District in Sri Lanka. The current ...
• The Impact of Social Media Influencer Credibility on Consumers’ Buying Behavior for Tech Gadget Products: With Special Reference to Nuwara Eliya District of Sri Lanka 

  Fernando, N.G.D.A.; Sivanenthira, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  This study examines the impact of social media influencer credibility on consumer buying behavior for tech gadget products in the Nuwara Eliya District of Sri Lanka. With the rapid growth of social media platforms such as ...
• The Impact of Social Media Marketing Strategies on Consumer Buying Decisions: With Special Reference to the Apparel Industry in Jaffna District, Sri Lanka 

  Jeevananthavel, A.; Jude Leon, S. A. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  The focus of this paper is to examine how different social media marketing strategies impact on customer buying behaviour of apparel in Jaffna District Sri Lanka. Because of the fast pace of technological changes, and how ...
• The Role of Green Promises in Influencing Tourists' Choices in the Post Pandemic Era: Evidence from the Hotel Industry in Anuradhapura District, Sri Lanka 

  Sandakelum, H.A.G.H.; Jude Leon, S. A. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  This study investigates the role of green promises in influencing tourists’ accommodation choices in the hotel industry of the Anuradhapura District in the post-pandemic era. Following the COVID-19 pandemic, the tourism ...
• Impact of Instagram Reels Advertisements on the Impulsive Buying Behaviour of Generation Z Consumers Towards Fashion Accessories in the Western Province of Sri Lanka 

  Fernando, M. N. N.; Jude Leon, S. A. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

  In the present world where everything seems to happen digitally, the role of social media cannot be underestimated since it is now an inseparable part of consumers; lives. The use of social media by Generation Z consumers ...
• Conceptual paper on the Relationships among Green Supply Chain Integration, Green Innovation and Green Performance 

  Sithmini, S.P.D. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

  The preservation of the natural environment has been an important issue for the last few decades. Nearly every industry has embraced environmental protection practices. Nowadays, organizations pay more attention on the ...
• The Impact of Influencer Marketing on Generation Z's Purchase Intentions: A Study in Jaffna 

  Kinthuna, J.; Shanjievani, R.; Inthu, M. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

  In this study, the impact caused by influencer marketing to purchase intentions of Gen Z consumers in Jaffna, Sri Lanka, is investigated. The study focuses on the key influencer characteristics like credibility, consumer ...
• The Influence of Personalization Technology on Customer Satisfaction in Online Fashion Retail 

  Rasanjanie, R.D.S.; leninkumar, V. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

  This research explores the impact of personalization technology on customer satisfaction in online fashion retail. As e-commerce continues to expand, technologies such as AI-driven product recommendations, augmented ...
• The Impact of Data Privacy Concerns on Consumer Attitudes Towards YouTube Among Generation Z in Sri Lanka 

  Nimanthika, P.D.A.; Sarangan, B. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

  The paper examines how the concern of data privacy affects the attitudes of the Sri Lankan generation Z towards YouTube. Whilst the generation Z are digital natives, they highly engaged in online platforms, especially ...
• Simplifying Choices: How Brand Loyalty Guides Gen Z Cosmetic Buyers 

  Piyumi Navodya, S. M.; Ishar Ali, M.S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

  Choice overload is a significant challenge for Gen Z consumers in Sri Lanka when purchasing cosmetic products in the dynamic online shopping environment, often leading to decision paralysis and dissatisfaction. This ...

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