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Digital Research Repository: Recent submissions

  • 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 ...
  • Determinants of Youth Labor Force Participation in Agricultural Sector: Evidence from Buttala Divisional Secretary’s Division in Sri Lanka 
    Phillip, P.M.G.; Erangajith, R.M.D.; Thayaparan, A. (University of Sri Jayewardenepura, Sri Lanka., 2025)
    United Nations defines “Youth” as a period of transition from the dependence of childhood to adulthood’s independence and awareness of interdependence as members of a community. Youth participation in agriculture is very ...
  • A Study on The Influence of Globalization on the Consumer Behaviour 
    Shenbagavel; Anbu selvan; Sairam (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    This study explores the impact of globalization on consumer behavior, examining how increased interconnectedness and cultural exchange have transformed purchasing patterns, preferences, and decision making processes ...
  • A Comparative Study on Emotional and Incentive Based Loyalty: Unpacking The True Drivers of Customer Retention 
    Yashika, R.; Sruthi, S.; Janagan, J. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    The comparative effects of incentive-based and emotional loyalty on customer retention in the cutthroat market of today are examined in this study. Discounts and reward points are examples of incentives that draw short ...
  • How Social Media Influencers Shape the Buying Decisions of Gen Z: A Real-World Exploration 
    Soundarya, G.; Aishwarya, R.; Emelda Margarette, C. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    Influencers have a big say in how younger generations view products and make decisions in the social media era. This study examines the relationship between Generation Z's purchasing behaviors and social media influencers, ...
  • The study on children attitude towards junk food 
    Sanjayram; Aravind, R.; Yesvanth, B. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    The increasing consumption of junk food among children has become a serious public health issue. High in calories, sugars, and fats, junk foods have gained popularity due to their taste, convenience, and wide availability. ...
  • Sustainable Marketing Strategies: A Pathway to Consumer Loyalty and Brand Equity in the Green Economy 
    Charuhasini, K.; Priyadharshini, K.; Swetha, Y. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    In the evolving landscape of global business, sustainability has emerged as a key differentiator influencing consumer behavior and brand loyalty. This study explores the role of sustainable marketing strategies in shaping ...
  • Brand Management Strategies for Startups and Emerging Brands 
    Haripriya, K.; Jethentriyaa, V.; Kaaviya Sri, D. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    In today's fast-paced digital economy, brand management is no longer a luxury reserved for large corporations it is a necessity for startups and emerging brands striving to stand out in crowded markets. For these young ...
  • A Study on The Influence of Bundling Strategies on Consumer Buying Behaviour. 
    Yogeshwari, K.; Yuvaree Kanniga, P.; Shakthi Roshni, B. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    This research examines the influence of bundling strategies on consumer purchasing behaviour, particularly the psychological and economic determinants of buying behaviour. Using a mix of primary data collection and secondary ...
  • Tourism and Services Marketing: Smart Tourism, Artificial Intelligence, and Technological trends in Tourism. 
    Venkatraman, S.; Shri krithika Narayanan, S.; Akkshshaya, =N.S (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    AI plays a crucial role in personalizing travel experiences through chatbots, recommendation systems, and dynamic pricing algorithms. Virtual assistants like ChatGPT and AI-powered platforms provide real-time travel ...
  • Impact of AI-Powered Chatbots on Customer Engagement in the Sri Lankan E-Commerce Sector in the Urban Areas of Jaffna District 
    Kristkroshan, J. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    This research investigates how AI-powered chatbots influence customer engagement in the e-commerce industry of Jaffna city, Sri Lanka. While such technologies are widely implemented to enhance digital customer service, ...
  • From oven to online: A participatory action research on adopt a business solutions for a bakery 
    Madarasinghe, H. V.; Dilrukshi, R.M.U.E.; Senevirathna, M.G.P.N.; Basnayaka, T. K.; Malshani, B.R.; Dilogini, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    This research explores how basic digital branding tools, including Facebook, QR codes, and creative contents, allow small food businesses to increase their visibility and engagement with customers. Using a Participatory ...
  • Small steps, big impact: co-creating customer experience and online presence in a traditional Sri Lankan restaurant 
    Jayasinghe, J.M.T.D.N.; Dilogini, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    This Participatory Action Research (PAR) article explores how simple steps and actions can lead to a positive customer experience, operational efficiency, and online visibility at Inpa Pillaiyar Veg Restaurant, a ...
  • Undergraduate-led participatory action research driving a small restaurant’s digital transition 
    Hettiarachchi, E.S.P.; Sritharan, S.; Rathnayake, R.M.N.U.; Dharmasiri, D. M. S. R.; Nisansla, W.M.S.; Dissanayake, D.M.D.S.; Dilogini, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    This Participatory Action Research (PAR) study assessed the integrated digital platforms Meta Business Suite, TikTok, and WhatsApp business as tools to support operational efficiency, customer engagement, and youth ...
  • Co-creating digital solutions: Empowering tradition through participatory action research 
    Rambukwelle, H.M.R.O.B.; Wickramarathna, S.P.S.S.; Aberathna, W.L.P.N.; Senavirathna, P.G.H.M.; Sankalani, T.P.G.N.; Meegahawaththa, M.D.M.M.; Dilogini, S. (Department of Marketing Management, Faculty of Business Studies, University of Vavuniya, 2025)
    This Participatory Action Research (PAR) project sought to improve the digital presence and customer engagement of Maruthu Dum Biryani, a traditional MSME in Jaffna, by co-creating and implementing low cost digital ...