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RUSL-Institutional Repository: Recent submissions

Now showing items 1-20 of 6404

ANALYZING THE IMPACT OF SOCIAL MEDIA PLATFORMS ON CUSTOMER ENGAGEMENT: WITH SPECIAL REFERENCE TO THE RETAIL CUSTOMERS IN COLOMBO DISTRICT, SRI LANKA

Shashikala, R.G.D.; Marasinghe, M.A.I.T. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

This study focuses on the impact of social media on consumer engagement, with special reference to the retail sector in Colombo District. As social media reshapes customers' shopping behavior, retailers face challenges ...
YOUTH BUYING BEHAVIOR IN ONLINE SHOPPING: WITH SPECIAL REFERENCE TO THE CLOTHING CONSUMERS IN SRI LANKA

Wickramaarachchi, D.L.A.; Gunathunga, G.S.R. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

Ever wonder why you click "buy" on one dress and scroll past another? This study examines the online fashion world and explores the factors that influence youth purchasing decisions. As online clothing retailers expand and ...
THE IMPACT OF TIKTOK INFLUENCERS’ ATTRIBUTES ON CONSUMER PURCHASE INTENTION: WITH SPECIAL REFERENCE TO COSMETIC PRODUCTS IN SRI LANKA.

Pooliyadda, A.M.G.I.A.; Bandara, T.M.O.K.K. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

TikTok influencers are increasingly focused on creating high-quality content to develop a significant fan base, thereby generating income. It appears that the TikTok platform is now heavily focused on marketing. Many ...
IMPACT OF A SUPERMARKET WEBSITE'S QUALITY ON CUSTOMER SATISFACTION; WITH SPECIAL REFERENCE TO UNDERGRADUATES AT THE RAJARATA UNIVERSITY OF SRI LANKA

Chandrasiri, T.G.M.; Kularathna, Y.A.N.K. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

The effectiveness of e-commerce websites is critical for shaping consumer satisfaction and influencing purchasing behavior in an increasingly digital world. This study focuses on undergraduate students at Rajarata ...
THE IMPACT OF THE YOUTUBE BEAUTY VLOGGERS ON CONSUMER PURCHASE INTENTION: WITH SPECIAL REFERENCE TO THE COSMETIC PRODUCT INDUSTRY IN WESTERN PROVINCE, SRI LANKA

Weerasinghe, L.G.S.I.; Kularathna, Y.A.N.K. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

Technological advancements have transformed various aspects of life significantly. Today, beauty vloggers on YouTube share videos demonstrating cosmetic application techniques and providing information on beauty products ...
EFFECT OF EMOTIONAL STORYTELLING IN ADVERTISING ON BRAND LOYALTY WITH THE MEDIATION OF BRAND LOVE: SPECIAL REFERENCE TO THE CARBONATED SOFT DRINK MARKET IN THE WESTERN PROVINCE OF SRI LANKA

Deshanjana, H.G.S.; Hendeniya, H.M.U.S. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

The purpose of this study was to investigate the effect of emotional storytelling in advertising on brand loyalty through the mediation of brand love. This study primarily focuses on how brands, through emotional messages, ...
THE IMPACT OF GUERRILLA MARKETING ON PURCHASE INTENTION: THE MODERATING EFFECT OF BRAND IMAGE WITH SPECIAL REFERENCE TO FAST-FOOD INDUSTRY IN THE WESTERN PROVINCE SRI LANKA.

Lakshan, S.A.S.; Madhusanka, J.D.T. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

Guerrilla marketing is a creative and unconventional approach that aims to memorably promote products or services, often utilizing surprise and engagement to capture consumer attention. The effectiveness of guerrilla ...
IMPACT OF E-COMMERCE QUALITY ON CUSTOMER SATISFACTION; GENERATION Y PERSPECTIVE ON FASHION BRANDS (REFERENCE TO WESTERN PROVINCE, SRI LANKA)

Somasiri, D.A.A.T.; Suraweera, S.M.B.L. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

Consumer interactions and purchasing patterns have been significantly transformed by digital technology and the rise of the internet. In the competitive fashion e-commerce landscape, retaining existing customers is especially ...
DRIVERS OF REVERSE LOGISTICS AND CAPABILITIES ON OPERATIONAL PERFORMANCE: WITH SPECIAL REFERENCE TO PHARMACEUTICAL INDUSTRY

Pananwala, P.A.S.P.; Galahitiyawe, N.W.; Chamara, D.D.I.; Abeywardhana, H.M.D.S. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

Reverse logistics has seen rapid growth owing to an increase in production and consumption activities. This practice plays a crucial role, particularly when products remain on the market beyond their expiration date, which ...
FACTORS INFLUENCING ON SUPPLY CHAIN RESPONSIVENESS IN CLASSIFIED TOURIST HOTELS IN SRI LANKA (WITH SPECIAL REFERENCE TO CENTRAL PROVINCE)

Weerasinghe, W.M.P.D.; Jayawardane, S.M.D.N. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

The hospitality industry in Sri Lanka has had a significant impact on the country's economy for decades. Enhancing supply chain-related factors enables better customer service and cost efficiency and improves overall ...
THE IMPACT OF SUPPLIER RELATIONSHIP MANAGEMENT PRACTICES ON SUPPLY CHAIN PERFORMANCE IN APPAREL SECTOR IN SRI LANKA (WITH SPECIAL REFERENCE TO WESTERN PROVINCE)

Welagedara, W.A.A.; Jayawardane, S.M.D.N. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

The apparel industry in Sri Lanka is crucial for export and employment. Effective supply chain operations, particularly through Supplier Relationship Management (SRM), are crucial to competitiveness. This study examines ...
THE EFFECT OF NUTRITIONAL KNOWLEDGE ON CONSUMER EATING MOTIVATION AND THE MEDIATING EFFECT OF INTENTION TO DISCARD FAST FOODS: WITH SPECIAL REFERENCE TO FAST FOOD CONSUMERS IN COLOMBO DISTRICT IN SRI LANKA

Kaluwila, W.P.S.; Hendeniya, H.M.U.S. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

This study investigates the impact of nutritional knowledge on consumer eating motivation in the fast food industry, with a focus on the mediating role of the intention to discard fast foods. Despite growing awareness of ...
IMPACT OF WARNING LABELS IN TOBACCO INDUSTRY ON CONSUMERS’ PURCHASE INTENTION (WITH SPECIAL REFERENCE TO GAMPAHA DISTRICT OF SRI LANKA)

Premalal, P. G. D. S.; Chathurika, D.M.D. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

The tobacco industry has faced increasing regulatory pressure to incorporate warning labels into cigarette packaging to reduce smoking rates and promote public health. This study examined the impact of warning labels on ...
THE INFLUENCE OF B2CE-COMMERCE WEBSITE QUALITY ON CUSTOMER SATISFACTION WITH MEDIATING EFFECT ON PERCEIVED PLAYFULNESS SPECIAL REFERENCE TO THE MILLENNIALS GENERATION IN COLOMBO DISTRICT, SRI LANKA.

Lakmali, G.G.S.S.; Kularathne, Y.A.N.K. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

Understanding the factors driving customer satisfaction in the rapidly evolving e-commerce field is crucial for the success and competitiveness of online platforms. This study investigates the influence of key website ...
THE IMPACT OF CUSTOMER PERCEPTION OF SPONSORSHIP ON SPONSORSHIP RESPONSE WITH THE MEDIATION ROLE OF BRAND ATTITUDE: SPECIAL REFERENCE TO SRI LANKAN TELECOMMUNICATION INDUSTRY FOR SPORT SPONSORSHIP

Thaksala, W.P.K.; Hendeniya, H.M.U.S. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

The Sri Lankan telecommunications industry plays a significant role in sports sponsorships. With the growing competition in Sri Lanka, telecommunications companies are increasingly engaging in sponsorships to enhance brand ...
SUPERMARKET SERVICE QUALITY AND ITS IMPACT ON CUSTOMER LOYALTY: A STUDY IN THE BADULLA DISTRICT

Subasingha, S.S.N.A.; Pushpakumara, W.M.P.G.R. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

In recent years, global concerns regarding the retail industry have increased, with researchers primarily focusing on supermarkets. This study seeks to determine whether service quality is the reason why many consumers ...
THE IMPACT OF SPOKESMAN CREDIBILITY ON PURCHASE INTENTION: THE MEDIATING ROLE OF HERD BEHAVIOUR IN THE BEAUTY CARE INDUSTRY OF WESTERN PROVINCE, SRI LANKA

Wilwaraarachchi, S.P.; Madushanka, J.D.T. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

The Western Province of Sri Lanka has a highly competitive beauty care sector, where trends and influencer-driven marketing constantly change customer preferences. Within this context, spokesperson credibility and herd ...
DETERMINANTS OF INSTAGRAM INFLUENCERS' IMPACT ON YOUTH'S BRAND ENGAGEMENT: SPECIAL REFERENCE TO CLOTHING BRANDS IN WESTERN PROVINCE

Thathsarani, W.M.R.; Udurawana, Y.M.W.G.P.K. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

In the digital age, Instagram has emerged as a powerful platform for influencer marketing, particularly among young people. This study investigates the determinants of Instagram influencers' impact on brand engagement ...
IMPACT OF SOCIAL MEDIA BRAND ENGAGEMENT ON DESTINATION BRAND VALUE CO-CREATION AND THE MEDIATING ROLE OF DESTINATION BRAND PATRIOTISM: LOCAL RESIDENTS’ PERSPECTIVE IN THE TOURISM INDUSTRY IN SOUTHERN PROVINCE IN SRI LANKA

Jayaweera, W.M.A.M.; Madhusanka, J.D.T. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

This study aims to explore the impact of social media brand engagement on destination brand value co-creation, while considering destination brand patriotism as a mediating variable from the local residents' perspective ...
IMPACT OF AGILE MARKETING ON BRAND ATTACHMENT WITH THE MEDIATING ROLE OF BRAND TRUST WITH SPECIAL REFERENCE TO THE COSMETIC INDUSTRY IN THE WESTERN PROVINCE OF SRI LANKA

Wasana, K.M.L.K.; Madhusanka, J.D.T. (Faculty of Management, Rajarata University of Sri Lanka, 2024-11-28)

Agile marketing is essential for brands to navigate the rapidly changing consumer landscapes. Despite the growing recognition of agile marketing, its specific effects on brand attachment within the cosmetic sector remain ...

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