Browsing ReDM. by Title

Algorithm Visibility and Influencer Marketing Effectiveness, A Quantitative Study on Tiktok and Instagram Users in Sri Lanka

Wijekoon, M.G.N.D.S.K. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: The influencer marketing on social media are increasingly dictated by algorithm driven content distribution mechanisms. On TikTok and Instagram, features such as the for You Page and Explore Page play an ...

Branding Beyond Benefits: How Agile Values Strengthen Employee Retention in The It Industry

Shamini, S.; Thasika, T.; Mayuran, L. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Employee retention persists as a significant challenge within the information technology (IT) sector of Sri Lanka, where the competition for proficient professionals alongside global mobility consistently ...

Building Trust in The Digital Age: Insights from Sri Lankan Social Media Consumers

Mohamed Fazal, N.M. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Social media platforms (SMPs) have become pivotal in shaping consumer–brand relationships; however, most theories explaining digital consumer behaviour originate from Western, individualistic contexts. ...

Competing for Minds: Marketing Practices of Higher Education Institutions in Chandigarh

Kaur, R. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Higher education institutions (HEIs) increasingly adopt marketing practices to attract and retain students in a competitive education environment. In Chandigarh, differences among government, government-aided, ...

Determinants of E-Service Quality of Internet Banking on Consumer Adoption and Usage Behaviour in The Sri Lankan Banking Industry

Ransara, M.S.N.; Herath, D.M.H. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: In the digital era, internet banking plays a vital role in enhancing the effectiveness and efficiency of banking operations, benefiting both customers and banks. Despite these advantages, a considerable ...

Digital Leadership and Employee Engagement: A Catalyst for SMEs Growth in Northern Province, Sri Lanka

Umesh, T.; Shamini, S. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Small and Medium enterprises serve as crucial catalysts for economic advancement, employment generation, and sustainable development, particularly within emerging economies such as Sri Lanka. In the ...

Employer Brand Experience and Organizational Citizenship Behaviour: Mediating Role of Employee Engagement In Sri Lankan Banking Sector

Sreepriya, S.; Thasika, T.; Mayuran, L. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Attracting top talent is a critical concern in the banking sector, making employer branding a strategic priority for organizations. Banking employees’ perceptions of their organization’s employer brand play ...

Employer Brand Perception and Turnover Intention: The Mediating Role of Trust in Leaders in Sri Lanka’s It Sector

Thasika, T.; Mayuran, L. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Employer branding plays a critical role in retaining skilled professionals in Sri Lanka’s rapidly expanding IT sector. This study examines how employees’ perceptions of their employer brand (EBP) influence ...

Employer Branding and Talent Retention in Sri Lanka’s It Sector: The Mediating Role of Employee Engagement

Manjula, S.; Thasika, T.; Mayuran, L. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Sri Lanka’s IT sector faces growing challenges in retaining skilled employees due to intense competition and global job opportunities. Employer branding has become an important strategy for attracting and ...

Empowering SMEs for The Digital Era: The Role of Digital Leadership in Innovation Performance

Layassruthy, S.; Shamini, S. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Small and medium-sized enterprises (SMEs) play a crucial role as catalysts for economic growth and employment generation, particularly in developing nations such as Sri Lanka. Nevertheless, SMEs in the ...

Exploration of the Impact of Emerging Technologies & Artificial Intelligence on Digital Marketing

Chandralatha, R.; Edirisinghe, E.M.C.T. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: The rapid advancement of emerging technologies and Artificial Intelligence (AI) has significantly transformed digital marketing practices worldwide. Organizations increasingly rely on data-driven tools to ...

Exploring Consumer Perceptions of Authenticity in Beauty Influencer Marketing Campaigns: A Qualitative Study on Instagram Users in Sri Lanka

Jegashini, K. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Influencer marketing is a key promotional strategy in the beauty industry, especially on platforms like Instagram. Brands depend on influencers to influence consumer perceptions and purchasing decisions, ...

Exploring Digital Personal Branding Practices through LinkedIn among Marketing Undergraduates: Evidence from the University of Jaffna

Pushpakumara, P.P.M.M.; Mendis, T.N.; Dilogini, S. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: In today’s competitive virtual environment, undergraduates must differentiate themselves to secure career opportunities. Although digital personal branding on platforms such as LinkedIn is increasingly ...

Exploring the Impact of Ai-Driven Marketing Technologies on Customer Engagement and Business Strategies in Jaffna-Based it Companies

Sudugaran, C.; Atchchana, K.; Kamshanaa, T.; Kabilashani, S. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: This study investigates the influence of Artificial Intelligence driven marketing technologies on customer engagement and business strategies among IT companies in Jaffna. Objective: The study aims to ...

From Barriers to Integration: Understanding Digital Transformation in SMEs in Jaffna

Atchchana, K.; Sudugaran, C.; Kamshanaa, T.; Kabilashani, S. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: SMEs play an important role in economic growth, employment, and innovation, but many face challenges in adopting digital technologies, particularly where urban and rural communities differ in infrastructure, ...

Impact of Digital Marketing on Student Enrollment Decisions: Mediating Role of Institutional Brand Image in The Northern Province of Sri Lanka

Dhinesh Kumar, B. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Because of the increased competition in Sri Lanka’s higher education market, institutions must use creative approaches to draw in the anticipated number of students. Digital marketing has become a potent ...

The Influence of AI Chatbots on Enhancing Customer Experience

Kasunthika, R.K.; Wickramarathna, K.G.M.H. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: The increasing adoption of AI chatbots in academic services has transformed how universities interact with students by offering instant, automated support. Despite their growing use, empirical evidence ...

Investigating The Effect of Visual Content of Facebook on Customer Trust with The Mediating Perspective of Customer Engagement with Special Reference to Cosmetic Industry of Colombo District Sri Lanka

Madushika, P.G.H.; Rajarathnam, A. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Facebook visual content has become an important marketing tool for cosmetic brands to communicate with consumers and build customer trust. However, limited empirical research has examined how visual content ...

A Qualitative Exploration of How Social Media Serves for Research Visibility and Altmetric Engagement among Sri Lankan Academics

Kalavathy, S.; Sharan, S.; Dilogini, S. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Altmetrics (alternative metrics) have emerged as an extension of traditional research impact indicators by capturing online attention generated primarily through social media and digital platforms. Unlike ...

Storytelling and Influencer Marketing: Increasing the Awareness of Entrepreneurial Intention Among Special Needs Students in Mannar District

Ramyah, M. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

Background: Entrepreneurship is a crucial driver of social inclusion and economic growth; however, special needs students (SNS) face exclusion due to systemic barriers, societal stigma, and parental unawareness. In ...

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