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URSM - 2025: Recent submissions

Now showing items 21-40 of 45

A Study on The Influence of Globalization on the Consumer Behaviour

Shenbagavel; Anbu selvan; Sairam (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This study explores the impact of globalization on consumer behavior, examining how increased interconnectedness and cultural exchange have transformed purchasing patterns, preferences, and decision making processes ...
A Comparative Study on Emotional and Incentive Based Loyalty: Unpacking The True Drivers of Customer Retention

Yashika, R.; Sruthi, S.; Janagan, J. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

The comparative effects of incentive-based and emotional loyalty on customer retention in the cutthroat market of today are examined in this study. Discounts and reward points are examples of incentives that draw short ...
How Social Media Influencers Shape the Buying Decisions of Gen Z: A Real-World Exploration

Soundarya, G.; Aishwarya, R.; Emelda Margarette, C. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

Influencers have a big say in how younger generations view products and make decisions in the social media era. This study examines the relationship between Generation Z's purchasing behaviors and social media influencers, ...
The study on children attitude towards junk food

Sanjayram; Aravind, R.; Yesvanth, B. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

The increasing consumption of junk food among children has become a serious public health issue. High in calories, sugars, and fats, junk foods have gained popularity due to their taste, convenience, and wide availability. ...
Sustainable Marketing Strategies: A Pathway to Consumer Loyalty and Brand Equity in the Green Economy

Charuhasini, K.; Priyadharshini, K.; Swetha, Y. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

In the evolving landscape of global business, sustainability has emerged as a key differentiator influencing consumer behavior and brand loyalty. This study explores the role of sustainable marketing strategies in shaping ...
Brand Management Strategies for Startups and Emerging Brands

Haripriya, K.; Jethentriyaa, V.; Kaaviya Sri, D. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

In today's fast-paced digital economy, brand management is no longer a luxury reserved for large corporations it is a necessity for startups and emerging brands striving to stand out in crowded markets. For these young ...
A Study on The Influence of Bundling Strategies on Consumer Buying Behaviour.

Yogeshwari, K.; Yuvaree Kanniga, P.; Shakthi Roshni, B. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This research examines the influence of bundling strategies on consumer purchasing behaviour, particularly the psychological and economic determinants of buying behaviour. Using a mix of primary data collection and secondary ...
Tourism and Services Marketing: Smart Tourism, Artificial Intelligence, and Technological trends in Tourism.

Venkatraman, S.; Shri krithika Narayanan, S.; Akkshshaya, =N.S (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

AI plays a crucial role in personalizing travel experiences through chatbots, recommendation systems, and dynamic pricing algorithms. Virtual assistants like ChatGPT and AI-powered platforms provide real-time travel ...
Impact of AI-Powered Chatbots on Customer Engagement in the Sri Lankan E-Commerce Sector in the Urban Areas of Jaffna District

Kristkroshan, J. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This research investigates how AI-powered chatbots influence customer engagement in the e-commerce industry of Jaffna city, Sri Lanka. While such technologies are widely implemented to enhance digital customer service, ...
From oven to online: A participatory action research on adopt a business solutions for a bakery

Madarasinghe, H. V.; Dilrukshi, R.M.U.E.; Senevirathna, M.G.P.N.; Basnayaka, T. K.; Malshani, B.R.; Dilogini, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This research explores how basic digital branding tools, including Facebook, QR codes, and creative contents, allow small food businesses to increase their visibility and engagement with customers. Using a Participatory ...
Small steps, big impact: co-creating customer experience and online presence in a traditional Sri Lankan restaurant

Jayasinghe, J.M.T.D.N.; Dilogini, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This Participatory Action Research (PAR) article explores how simple steps and actions can lead to a positive customer experience, operational efficiency, and online visibility at Inpa Pillaiyar Veg Restaurant, a ...
Undergraduate-led participatory action research driving a small restaurant’s digital transition

Hettiarachchi, E.S.P.; Sritharan, S.; Rathnayake, R.M.N.U.; Dharmasiri, D. M. S. R.; Nisansla, W.M.S.; Dissanayake, D.M.D.S.; Dilogini, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This Participatory Action Research (PAR) study assessed the integrated digital platforms Meta Business Suite, TikTok, and WhatsApp business as tools to support operational efficiency, customer engagement, and youth ...
Co-creating digital solutions: Empowering tradition through participatory action research

Rambukwelle, H.M.R.O.B.; Wickramarathna, S.P.S.S.; Aberathna, W.L.P.N.; Senavirathna, P.G.H.M.; Sankalani, T.P.G.N.; Meegahawaththa, M.D.M.M.; Dilogini, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This Participatory Action Research (PAR) project sought to improve the digital presence and customer engagement of Maruthu Dum Biryani, a traditional MSME in Jaffna, by co-creating and implementing low cost digital ...
Reels to Revenue: Leveraging Instagram for Brand Engagement Among Generation Z Fashion Consumers in Uva Province, Sri Lanka

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 ...
Determinants of Online Impulse Buying in Fashion Industry: A study Focused on Western Province, Sri Lanka

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 ...
Exploring the Relationship Between Customer Engagement and Brand Loyalty in Online Cosmetics Industry in Sri Lanka

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 ...
Customer Experience as a Mediator: How Instagram Influencer Credibility Drives Consumer Engagement in Beauty Industry in Uva Province, Sri Lanka

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 ...
The Study on Behavioral Differences Between Online and in-Store Consumers

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 ...
Conceptual Paper on The Impact of TikTok User – Generated Contents on Generation Z’s Impulsive Buying Behavior with the Mediating Role of Perceived Credibility in Sri Lankan Cosmetic Industry

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 ...
Conceptual Paper on the Impact of Privacy Concerns on Online Purchase Intention in the Food Delivery Industry Among University Students in Sri Lanka.

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 ...

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