Faculty of Business Studies: Recent submissions

Now showing items 1-20 of 1037

The Influence of Search Engine Optimization on Consumer Decision-Making in E-Commerce in the Hotel Sector in Matara District, Sri Lanka

Samarakoon, J.C.; Sivanenthira, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

This study examines the influence of Search Engine Optimization (SEO) on consumer decision-making in the e-commerce hotel sector in the Matara District, Sri Lanka. The study concentrates on three important dimensions of ...
The Impact of Instagram Travel Influencers’ Credibility on Destination Choice among Young Travelers in Kalutara District, Sri Lanka

Peiris, T.C.K.; Weerasinghe, K.P.W.D.R. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

This study investigates the impact of Instagram travel influencers' credibility on the destination choice of young travelers in the Kalutara District of Sri Lanka. Grounded in Source Credibility Theory, four dimensions of ...
The Factors influencing Tourists’ Revisit Intention in the Hospitality and Tourism Industry in Sri Lanka

Navarathinarasa, S.; Dushyenthan, T. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

Tourism plays a significant role in the economic development of Sri Lanka, with emerging destinations such as Jaffna District gaining increasing attention due to their unique cultural heritage, historical significance, and ...
Factors affecting Tourists' Satisfaction in Badulla District, Sri Lanka

Dissanayaka, D.M.C.J.; Sivanenthira, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

Tourists' satisfaction is a complex phenomenon that has been widely researched in the field of tourism. The study results indicate that all five independent variables; accommodation quality, tourist attractions, service ...
The Effectiveness of Social Media Influencers on Promoting Marine and Coastal Tourism in Galle District, Sri Lanka

Sasmini, B.G.V.; Kajanthy, V. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

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 Investigation of Use of AI-Powered Tools on Marketing Career Choices: Evidence from Marketing Undergraduates in Sri Lanka

Shawwaf, M.R.M.; Weerasinghe, K.P.W.D.R. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

The integration of Artificial Intelligence (AI) into marketing is reshaping professional practice and influencing the career aspirations of future marketers. However, empirical evidence on how AI affects marketing ...
Factors influencing the Intention to Use Buy Now Pay Later (BNPL) Services for Consumer Electronics in Colombo District, Sri Lanka

Anuththara, M.S.; Dushyenthan, T. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya., 2026)

Buy Now Pay Later (BNPL) services have rapidly emerged as a popular financial technology payment option that is spreading worldwide. The increasing use of BNPL services has transformed consumer purchasing behaviour by ...
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 consumers ...
The Nexus Between Tourism and Economic Growth in Sri Lanka: Evidence from an ARDL Bounds Testing Approach

Ravinthirakumaran, N.; Thennakoon, D. (Sabragamuwa University of Sri Lanka, 2026)

This study investigates the nexus between tourism and economic growth in Sri Lanka from 1990 to 2021 using the Autoregressive Distributed Lag bounds testing approach. GDP growth is employed as the dependent variable, while ...
Economic Implications of the Recent Middle East Conflict for Sri Lanka: GDP Growth, Inflation, CA Balance, and Foreign Exchange Stability

Premaratna, S.P.; Ravinthirakumaran, N.; Francis, S.J. (Department of Economics, University of Colombo, 2026)

This study examines the macroeconomic implications of the ongoing Middle East conflict for the Sri Lankan economy, with a particular focus on key transmission channels including energy prices, remittances, trade, and ...
The Role of Taxation in Driving GDP Growth in Sri Lanka: ARDL Bound Test

Iresha, M.; Anjale, J.; Ravinthirakumaran, N. (CSIBER, 2026)

This study examines the relationship between taxation and economic growth in Sri Lanka over the period 1991 2023, with a particular focus on both short-run dynamics and long-run equilibrium effects. Employing the Autoregressive ...
Reasons Behind Back Sourcing Decision in Facilities Management Services: Expert Survey of Sri Lankan Cases

Rukshan, A.; Premanathan, T. (Faculty of Management and Commerce, South Eastern University of Sri Lanka, 2026)

Global interest in back sourcing has risen due to outsourcing failures, yet research on back sourcing in the facilities management services is limited. This study aims to identify back sourcing reasons in facilities ...
Personal Branding through Social Media: The Role of Personal Branding on Professional Growth, Networking, and Career Development

Jegashini, K.; Sathana, V. (Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka, 2024)

Purpose: This study explores how individuals utilize social media to establish personal brands, focusing on their impact on professional growth, networking, and career development, offering valuable insights into ...

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