URSM - 2026

Browse by

Recent Submissions

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 ...

Search

Browse

All Collections
This Collection

My Account

Login

Discover

RSS Feeds