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Digital Research Repository: Recent submissions

Now showing items 1-20 of 1678

Conceptual paper on the Relationships among Green Supply Chain Integration, Green Innovation and Green Performance

Sithmini, S.P.D. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

The preservation of the natural environment has been an important issue for the last few decades. Nearly every industry has embraced environmental protection practices. Nowadays, organizations pay more attention on the ...
The Impact of Influencer Marketing on Generation Z's Purchase Intentions: A Study in Jaffna

Kinthuna, J.; Shanjievani, R.; Inthu, M. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

In this study, the impact caused by influencer marketing to purchase intentions of Gen Z consumers in Jaffna, Sri Lanka, is investigated. The study focuses on the key influencer characteristics like credibility, consumer ...
The Influence of Personalization Technology on Customer Satisfaction in Online Fashion Retail

Rasanjanie, R.D.S.; leninkumar, V. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This research explores the impact of personalization technology on customer satisfaction in online fashion retail. As e-commerce continues to expand, technologies such as AI-driven product recommendations, augmented ...
The Impact of Data Privacy Concerns on Consumer Attitudes Towards YouTube Among Generation Z in Sri Lanka

Nimanthika, P.D.A.; Sarangan, B. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

The paper examines how the concern of data privacy affects the attitudes of the Sri Lankan generation Z towards YouTube. Whilst the generation Z are digital natives, they highly engaged in online platforms, especially ...
Simplifying Choices: How Brand Loyalty Guides Gen Z Cosmetic Buyers

Piyumi Navodya, S. M.; Ishar Ali, M.S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

Choice overload is a significant challenge for Gen Z consumers in Sri Lanka when purchasing cosmetic products in the dynamic online shopping environment, often leading to decision paralysis and dissatisfaction. This ...
Concept paper on Impact of Sensory Branding on Brand Loyalty: Investigating the Moderating Effect of Brand Resonance in Franchised Fast Food Outlets in Western Sri Lanka.

Dissanayaka, M.D.S.; Leninkumar, V. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

In an increasingly competitive marketplace, franchised fast food chains are turning to sensory branding as a strategic tool to cultivate consumer loyalty. Sensory branding, which engages consumers through sight, sound, ...
Navigating Digital Deception: The Mediating Power of Brand Experience in Review Driven E Commerce

Jayasinghe, W.L.G.S.; Ishar Ali, M. S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This research examines the effects of fake reviews, a common tactic on the online shopping behavior of consumers, with special emphasis on the mediating role of brand experience with reference to beauty and skincare ...
The Impact of Eco-Friendly Practices of Manufcturing on Consumer Loyalty with A Special Reference to Waves Footwear.

Rathnapala, R.N.K.; Kajanthy, V. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

In recent years, eco-friendly practices have gained increasing attention in global marketing strategies due to growing consumer awareness of environmental sustainability. In Sri Lanka, companies are gradually integrating ...
A Sustainable Support Model for Economically Challenged Students Through an Inclusive Entrepreneurial Innovative Nexus City (IEINC)

Layassruthy, S.; Sudugaran, C.; Neeththira Bens, A. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

University students in developing regions, particularly in Northern Sri Lanka, face pressing socioeconomic challenges that threaten their academic success and overall well-being. Many students at the University of Jaffna, ...
The Role of Religious Values and Ethical Consumption in Sustainable Buying Behavior: A Cultural Analysis in Matale District, Sri Lanka

Rathnayaka, R.R.M.P.M.; Wijekoon, M.G.N.D.S.K. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

With respect to rising environmental and ethical concerns, cultural sustainable purchasing behavior drivers have come under more spotlight for researchers as well as practitioners This study investigates the role of ...
The Effects of AI-based Personalization on Consumer Trust, Consumer Satisfaction, and Purchase Intention of E-Commerce Platforms.

Lakshan, M.M.C.; Wijekoon, M.G.N.D.S.K. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This study investigates the effects of AI-based personalization on consumer trust, consumer satisfaction, and purchase intention in e-commerce platforms, with a specific focus on the Jaffna District of Sri Lanka. AI-based ...
A Study on Effectiveness of AI in Social Media Marketing Strategies

Bhuvaneshwar, D.; Amrutha, S.; Niranjana Devi, G. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

The research examines how Artificial Intelligence (AI) functions as a strategic component in social media marketing approaches. Digital platforms have transformed into powerful marketing ecosystems because AI tools ...
Conceptual Paper on the Green Promises and Traveler Choices: Analyzing how Sri Lankan Hospitality Brands Utilize Green Promises to Attract Post – Pandemic Tourists with Special Referral to Badulla District

Panawenna, P.W.S.H.; Sarangan, B. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

One of the most trending developments within the tourism industry is the focus on green promises which refers to strategic assurances given by any hospitality brand to minimize its environmental impact and lead to ...
A Study on The Customer Relationship Management.

Vaishnavi Gerogina; Udhaya Kumari (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

Consumer Relationship Marketing (CRM) is a key component of modern marketing that emphasizes building long-term relationships with customers rather than focusing solely on transactional exchanges. This research paper ...
Tourism in service marketing: A Strategic Path to Destination Success

Harishni, S. R.; Pooja, B.; Sai Mithra, K. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

Tourism, as a critical component of the service sector, contributes significantly to economic development, cultural exchange, and global connectivity. Tourism, unlike tangible things, provides intangible experiences ...
A Study on How College Startup can Use AI Free Zero Cost Digital Marketing

Sushmitha, T.; Sanjana, V.; Kumar Santhosh, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

In the digital-first society, college startups have a massive potential and a stiff competition in terms of customer reach and brand visibility. The professional marketing can be quite expensive, and most young entrepreneurs ...
The Rise of AI Influencers: Redefining Trust and Engagement in Digital Marketing

Mahalakshmi, R.; Nikhitha, B.; Renu Sri, K. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

The evolution of influencer marketing has entered a transformative phase with the emergence of AI-generated influencers- digital personas designed to replicate human interaction and emotion. This research investigates ...
Customer Relationship Marketing Practices and their Impact on Patient Satisfaction in the Healthcare Sector

Harini, K.; Prasadh, M.; Yokesh, T. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

Customer Relationship Marketing (CRM) has emerged as a critical strategy in healthcare, shifting the focus from episodic treatment to long-term patient engagement. This study examines how CRM practices—such as personalized ...
A Study on Brand Authenticity in Consumer Purchase Intentions in Amul

Salini; Subarajana; Dhivya (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

This study explores the role of brand authenticity in shaping consumer purchase intentions, using Amul as a focal brand. In today’s competitive marketplace, consumers increasingly seek brands that are perceived as ...
A Study on Customer Satisfaction on Purchasing The FMCG Goods in Chennai City

Abinaya; Lavanya; Swathi (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)

The Fast-Moving Consumer Goods (FMCG) sector plays a pivotal role in the daily lives of consumers, especially in urban markets like Chennai. This study explores the various factors influencing customer satisfaction ...

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