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URSM - 2025: Recent submissions

Now showing items 41-45 of 45

Impact Of Social Media Influencers' Credibility On Consumer Purchase Intention Towards Green Cosmetics Among Sri Lankan Females: Evidence From Matara District, Sri Lanka.

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. ...
A Conceptual Paper on The Impact of Personalized Social Media Advertisements on Consumer Buying Decisions in the Fashion Industry of Sri Lanka

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 ...
Conceptual Paper on the Impact of Perceived Risk Factors on Online Purchase Intention in E Commerce Platforms: A Study Among University Students in Sri Lanka

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 ...
Impact of Gamification Strategies on Eco-Tourism Choices in Sri Lanka

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, ...
The Impact of Destination Brand Authenticity on Tourist Loyalty: The Mediating Role of Destination Brand Engagement With Special Reference to Habarana, Sri Lanka.

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 ...

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