http://dlib.iit.ac.lk/xmlui/handle/123456789/741 2026-04-21T19:12:55Z 2026-04-21T19:12:55Z Wickramarachchi, Kaumadha Gayathri Senevirathne http://dlib.iit.ac.lk/xmlui/handle/123456789/823 2022-03-01T07:38:09Z 2021-01-01T00:00:00Z

Effective use of content marketing in promoting circular fashion among the Sri Lankan Consumers Wickramarachchi, Kaumadha Gayathri Senevirathne " With the development of the technology and consumers moving into online marketing platforms content marketing has taken an essential place in the digital marketing world to engage with consumers by creating awareness and knowledge. Through this research it identifies the impact of content marketing in promoting circular fashion among Sri Lankan consumers while contributing to the limited literature. Extensive literature review identified dimensions that enable successful content marketing: story, channel, process, conversation, and consume engagement. Theoretical frameworks like content marketing framework, SAVE framework, Hierarchy of Effect (HOE) model and Theory of Planned Behavior (TPB) were used to determine the relationship between factors affecting consumer engagement. The research methodology was conducted as an interpretivism philosophy with an inductive approach and case-study-based strategy. Thematic analysis and data triangulation were done through observations of the successful campaign and 6-month observation of content, and semi-structured interviews with the circular fashion brands in Sri Lanka. The data analyzed reflected that story was effectively used in content marketing to create consumer engagement, and conversation was identified as the second most important dimension for consumer engagement, while channel and process were less effective. Further, it was identified that content marketing for circular fashion had impacted the consumers' attitudes, emotions, and behavior. The research thus provided recommendations for future and current circular fashion brands to adhere when creating content in the future. Thus, it was identified that circular fashion brands in Sri Lanka used content marketing effectively to engage consumers to create awareness and knowledge. "

2021-01-01T00:00:00Z Samaranayaka, Dona Sasini Madhushika http://dlib.iit.ac.lk/xmlui/handle/123456789/822 2022-03-01T07:32:34Z 2021-01-01T00:00:00Z

The factors affecting reclaimed fashion buying behaviour in Sri Lanka a study on Pro- environmental purchase intentions of the millennial consumer Samaranayaka, Dona Sasini Madhushika " At the turn of the twenty-first century, greenhouse gas emissions and rising environmental temperature, along with natural disasters, have lead people to rethink their sustainable footprint. Over half of the world’s clothing is manufacturing in Asia, a continent suffering from deadstock and offcuts ending in landfills. Therefore the fashion retailers and academics are looking at re-sale models despite the Asian cultural taboos. There is a necessity for structured academic research to understand consumer’s reclaimed fashion buying behaviour. Empirical findings suggests, situational factors, consumer perceived values, subjective norms, and perceived behavioral control are suggested to drive reclaimed fashion buying. Theoretical models such as the theory of planned behaviour and sustainable purchase framework mainly identify the relationship with the reclaimed fashion buying behaviour. A positivistic philosophy is applied due to the highly structured nature of the study. The conceptual framework is developed, taking the deductive approach to deduce the hypothesis. A questionnaire is circulated amongst 260 participants underlying the questions based on determinants using mono method research choice to test the hypothesis. The quantitatively analyzed data suggested that the perceived behavioral control of a millennial consumer is the most crucial factor in determining reclaimed fashion buying behaviour while personal factors positively derive it. The results further implied that situational factors weakly perform in buying behaviour. According to the findings, it is evident that consumer’s decisions on adopting reclaimed fashion are based on both individual-related and peer-related surroundings. Based on the findings, this thesis provides insightful recommendations to retailers and future researchers. "

2021-01-01T00:00:00Z Yapa, Dileema Ravindi Dias Samarawickrama http://dlib.iit.ac.lk/xmlui/handle/123456789/821 2022-03-01T07:10:49Z 2021-01-01T00:00:00Z

The effect of the brick and mortar model on impulsive buying behaviour. A study on fast fashion outlets in Colombo Yapa, Dileema Ravindi Dias Samarawickrama " The brick and mortar retail format is known to be one of the most traditional retail formats. Therefore as time evolved retailers incorporated various strategies and elements to add value to the consumer retail experience. Therefore diverse studies have been conducted in different countries to identify the factors influencing the effectiveness of brick and mortar retail. Although there has been a growth in e-commerce platforms and social media businesses in Sri Lanka, consumers are seen to be more loyal towards brick and mortar retail over online platforms which in turn signify higher probability towards practice of impulsive buying behaviour. Therefore it was observed as necessary to conduct the following study to determine certain factors affecting impulsive buying behaviour of Sri Lankan consumers in a brick and mortar retail model. Further for the purpose of the study the researcher selected four variables based on the literature research and theoretical models. The factors selected were product assortment, store environment, customer experience and value shopping. Thereby the conceptual framework was designed and the hypotheses were deduced for the study. The research approach followed being deductive an online survey was circulated amongst a sample of two hundred and seventy respondents, whereas the structure involved the factors selected and the impulsive buying behaviour practiced in brick and mortar retail. According to the findings the consumers bear a positive attitude towards the variables studied with the exception of customer experience where consumers are neutral. Further in terms of the hypothesis analysis all four factors are significant in their relationship with impulsive buying behaviour and this relationship has been asserted in studies globally. Moreover the cumulative impact portrayed with the support of the III multiple regression analysis enables the researcher to develop a model in the form of a formula. This formula consists of product assortment, value shopping and customer experience. Most importantly based on the findings of the study recommendations and implications are made available to upcoming and existing fast fashion retailers"

2021-01-01T00:00:00Z Perera, Weliwattage Nayana Dharshani http://dlib.iit.ac.lk/xmlui/handle/123456789/820 2022-03-01T06:55:34Z 2021-01-01T00:00:00Z

"The impact of online relationship marketing on customer retention a study on Sri Lankan fashion customers " Perera, Weliwattage Nayana Dharshani " Nowadays the main form of trade for firms and customers have been Online interactions. The creation of online connections as interactions that are mediated through online networks provides problems and opportunities for companies. A vast and ever-evolving toolset allows marketers to manage their connections online in environments like e-commerce, media, online communities, mobile, Big Data, Artificial Intelligence and Enhanced Reality, while expansive progress is being made in computer technology. This study is focusing on how online relationship marketing can be utilized effectively to retain fashion consumers in local context. This study provides a thorough examination of the on-line marketing relationships in connection to their concepts, the development of business practice and empirical insights from academic research, for advancing academic understanding and guiding management decision-making. The conceptual framework for the study was designed to utilize quality services, price perception, convenience, technology and trust as independent factors and consumer retention as the dependent variable. This research will take a philosophical approach of positivism as it applies to highly organized quantitative research that uses theoretical and empirical research to evaluate the hypothesis. The deductive research technique is founded on positivist philosophy. The gathering of data is done by use of a 250-sample size questionnaire for hypothesis assessment. The research is mainly based on a survey with identified online relationship marketing dimensions. At the later part of the study, author suggests a developing internet marketing paradigm. The reliability and validity of the research comprising descriptive analysis and multiple regression analyses are tested using quantitative data to create a model. Recommendations are submitted based on the study findings. "

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