• An Exploration of Social and Cultural Drivers of Consumer Preferences in Heritage Food Retail in Sri Lanka 

  Layassruthy, S.; Kiruththika, M.; Dharmasena, D.S.N.; Rodrigo, E.P.N.; Kavindi, M.T.S.A.; Weerasinghe, P.A.I.P.M.P.; Kumarasingha, B.M.G.A.D.; Disanayaka, D.M.L.M.; Liyanagunawardhana, R.S.; Herath, R.M.N.B.; Dilogini, S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  The study explores the cultural and social factors that shape how consumers choose heritage food outlets. Using a qualitative approach, the researchers gathered insights through four interviews with the store owner, ...
• Exploring the Role of WhatsApp Marketing in Enhancing Business Growth of Homemade Cake Entrepreneurs in Jaffna of Sri Lanka 

  Jegashini, K. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  This study investigates how homemade cake businesses use WhatsApp as a digital marketing tool to promote their products, engage customers, and manage orders in Jaffna. This study contributes by shifting the focus from ...
• A Study on Emotional Drivers in Consumer Gift Purchasing in Sri Lankan Local Retail Industry 

  Rathnasiri, P.B.I.D.; Afrath, R.M.; Rathnayaka, R.M.C.; Chethana, J.G.D.; Kumari, K.G.G.K.N.; Madushani, M.G.D.; Piumali, R.A.; Yanusha, R.; Dissanayaka, W.P.S.L.; Rathnayaka, R.M.A.U.; Dilogini, S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  Despite the importance of gift-giving in Sri Lanka’s cultural and retail context, little research has explored the emotional drivers that shape consumer gift-purchasing decisions, despite their relevance to established ...
• Psychological Insights into Emotion-Based Brand Experience in the Context of Bakery Microenterprise 

  Atchchana, K.; Leo, C.A.; Hansamali, D.K.C.; Bulathsinghala, D.R.P.; Rajapaksha, I.S.; Perera, J.A.I.C.; Mahanama, M.P.P.I.; Abejayarathna, M.V.; Fernando, M.A.L.; Chathurika, W.A.H.; Dilogini, S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  This study explores how emotions influence customer behaviour and loyalty in small bakery businesses in Northern Sri Lanka. Bakery microenterprises are an essential part of local economies and daily life in Northern ...
• Psychological Triggers of Impulse Purchases in Grocery Stores: Evidence from Northern Province of Sri Lanka 

  Sudugaran, C.; Thennakoon, T.M.J.V.K.; Gamage, T.S.; Dissanayaka, I.P.M.M.; Sivasooriya, S.; Fernando, J.J.K.D.; Wedikkarage, T.P.W.H.N.; Ranasingha, H.P.P.K.; Aslam, A.; Samadhika, A.D.; Kumararathna, I.J.; Dilogini, S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  This study explores how behavioural psychology influences impulse buying behaviour at grocery stores. Studying impulse purchases in Northern Sri Lanka is important due to unique cultural, economic, and retail-specific ...
• Impact of Experiential Marketing on Customer Loyalty with Mediating Role of Brand Credibility: Special Reference to Hospitality Industry of Sri Lanka 

  Pathirana, A.P.K.P.; Madhusanka, J.D.T. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  In today’s highly competitive hospitality sector, organisations must move beyond traditional marketing to strengthen relationships with customers and sustain long term loyalty. Experiential marketing, which emphasises ...
• Facebook Advertising Value and Destination Visit Intention: The Mediating Effect of Place Attachment in Nuwara Eliya, Sri Lanka 

  Sandamali, K.K.M.; Iroshana, H.M.U.K.; Cooray, N.H.K. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  With the increased penetration of social media, its use as a promotional tool has become a notable trend. This shift is particularly evident in advertising, where social media platforms have emerged as a more cost-effective ...
• Impact of Influencer Marketing on Customer Purchase Intention with Mediation of Brand Trust: Special Reference to Sri Lankan Fast-Food Industry 

  Silva, M.W.H.A. De; Adhikari, A.M.S.I. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  Social media and influencer marketing have become emerging topics in marketing and consumer behaviour, marking a new era of consumption where influencers increasingly shape everyday purchasing decisions. Although ...
• Impact of Facebook Celebrity Endorsements on Gen Z’s Purchase Intention for Skincare Products: The Mediating Role of Brand Attitude 

  Weerasooriya, A.W.D.W.; Iroshana, M.W.U.K.; Cooray, N.H.K. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  With the rapid rise of social media, consumer–brand interactions are evolving, and Facebook has emerged as a key platform for influencer marketing. While there are worldwide examples of the effectiveness of celebrity ...
• Impact of Short Message Service Marketing on Consumer Purchase Intention in Franchised Fast-Food Chains in Western Province of Sri Lanka 

  Gunarathna, P.T.D.N.; Jayawardhene, S.M.D.N. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  The study investigates the influence of various dimensions of SMS marketing (entertainment, informativeness, irritation, credibility, and relevance) on consumer purchase intention in the context of franchise-based ...
• Impact of Consumer Cosmopolitanism on Brand Addiction within Online Fashion Communities in Sri Lanka 

  Ravishka, D.D.A.; Cooray, N.H.K. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  Consumers are likely to negotiate their identities through the brands they consume, particularly in online communities where global and local branding intersect. Consumer cosmopolitanism refers to a worldview characterised ...
• Comparing Content-Driven and Influencer-Driven Strategies in TikTok’s Beauty Care Industry of Sri Lanka: A Comments-Based Study on Audience Engagement 

  Jayathissa, J.D.S.P.; Hendeniya, H.M.U.S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  With the rapid growth of social media platforms, TikTok has become a powerful medium for beauty care brands to build authentic connections with audiences. However, in Sri Lanka, limited scholarly attention has been ...
• Impact of Ambient Advertising on Brand Loyalty with Mediating Effect of Customer Engagement in Food and Beverage Industry of Sri Lanka 

  Malim, S.; Weerasiri, R.A.S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  In today’s dynamic and competitive market environment, consumer behaviour is rapidly evolving, requiring brands to adopt innovative advertising strategies to sustain long-term relationships. Hence, this study investigates ...
• Impact of Brand Relationship Quality on Brand Love with Mediating Effect of Customer Engagement with Special Reference to Beauty Care Industry in Western Province of Sri Lanka 

  Madhuwanthi, M.A.H.; Madhusanka, J.D.T. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  In today’s digital era, social media has reshaped consumer brand interactions, making emotional connections a crucial factor for loyalty in the beauty care industry. Despite growing evidence that brand relationship ...
• Mediating Role of Customer Engagement in the Relationship between Online Gamification and Brand Loyalty: A Study of Mobile Telecommunication Users in Kandy District of Sri Lanka 

  Sathsarani, W.P.K.; Iroshana, M.W.U.K.; Cooray, N.H.K. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  The growing use of gamification in mobile telecommunications has raised questions about whether such strategies foster genuine brand loyalty or simply short-term interaction. This study explained the effect of online ...
• Impact of Hedonic Shopping Motivation on Purchasing Decision with Mediating Role of Fear of Missing Out in Online Fashion Sector of Sri Lanka 

  Chathurika, K.A.D.R.; Hendeniya, H.U.M.S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  The growth of e-commerce in Sri Lanka has transformed consumer behaviour, with a noticeable rise in shopping driven by hedonic motivations. Despite this trend, a significant empirical and theoretical gap exists, as ...
• Brand Awareness as a Mediator in the Relationship between Instagram Influencer’s Credibility and Cosmetic Purchase Intention: A Study of Sri Lankan Market 

  Dilumini, W.J.; Hendeniya, H.M.U.S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  The Sri Lankan cosmetic market has rapidly expanded alongside increased social media use, yet little is known about how influencer credibility shapes consumer decisions. This study addressed this gap by examining the ...
• Mediating Role of Brand Awareness in the Relationship between Viral Marketing and Online Purchase Intention: A Study of Sri Lanka’s Clothing Industry 

  Nethmini, K.D.T.; Weerasiri, R.A.S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  In the digital era, consumer engagement is increasingly shifting toward online platforms, making viral marketing a powerful strategy for influencing purchasing behaviour. Despite its global importance, the effectiveness ...
• Mediating Role of Advertising Attitude in the Relationship between Advertising Value in Embedded Advertising of YouTube Influencers and Purchase Intention: Special Reference to e-Commerce Platforms in Sri Lanka 

  Jayasinghe, L.G.G.K.N.; Hendeniya, H.M.U.S. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  Sri Lanka’s e-commerce sector is rapidly growing, with YouTube influencers emerging as powerful channels for consumer engagement. However, the effectiveness of embedded advertising integrated into influencer content ...
• Impact of Unboxing Video Viewing Motivation on Purchase Intention: Evidence from Sri Lankan Gen Z Consumers’ e-Commerce Platforms 

  Madhubhashini, M.S.T.; Cooray, N.H.K. (Faculty of Management, Rajarata University of Sri Lanka, 2025-11-27)

  The rise of user-generated content, particularly unboxing review videos on YouTube, has transformed how consumers interact with and make decisions about products online. Despite this global trend, limited research has ...

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