• 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 ...
• 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 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 ...
• Student Experiential Learning in Digital Marketing Education: A Participatory Action Research Approach 

  Jayasinghe, J.M.T.D.N. (Asia Chartered Institute of Digital Marketing – ACIDM, 2026)

  Background: Digital marketing education now requires learning methods that go beyond classroom teaching. Students need real-life experience to connect theory with practice. Participatory Action Research (PAR) provides ...
• 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 ...
• 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 ...
• 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 ...
• 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 ...
• 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 ...
• 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 ...
• 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, ...
• 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 ...
• 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 ...
• 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, ...
• 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 ...
• 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 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, ...
• 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 ...
• 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. ...
• 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 ...

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