http://dlib.iit.ac.lk/xmlui/handle/123456789/1616 2026-04-21T22:43:11Z http://dlib.iit.ac.lk/xmlui/handle/123456789/2193 Impact of digital marketing on consumer acquisition of fashion retail outlets in Colombo Welhena, Hasini "Digital advertising and marketing have passed off in retail developing through many approaches of purchaser desirability. Customers call for a new series weekly and a fresh keep look every time they input. In present-day technology, digital advertising and marketing have revolutionized the way companies interact with purchasers, resulting in a profound impact on consumer acquisition strategies. This summary provides a comprehensive analysis of the outcomes of virtual advertising on consumer acquisition. It researches into the multifaceted aspects of this dynamic discipline, exploring various digital advertising channels, strategies, and their effect on customer behaviour. The take look starts off evolved via examining the essential principles of patron acquisition, outlining the conventional methods that have been widespread before the virtual age. It then highlights the paradigm shift delivered approximately through the proliferation of digital technology, which has created new opportunities and demanding situations for corporations in achieving their target market. Through a scientific evaluation of existing literature and case research, this summary identifies key virtual advertising and marketing channels, which include social media, search engine optimization (search engine optimization), content material advertising, email advertising and marketing, influencer marketing, and paid advertising. Every channel's particular traits and ability influences consumer acquisition are analysed, illustrates how businesses can leverage them effectively. Moreover, the summary delves into the importance of information analytics and customer insights in optimizing virtual advertising campaigns. It explores the role of big statistics, device learning, and artificial intelligence in information consumer preferences and tailoring advertising and marketing efforts to decorate client acquisition charges. The abstract additionally addresses the potential challenges and ethical concerns associated with digital marketing practices. The effect of advert fatigue, and the stability between personalization and intrusiveness are evaluated to provide a holistic view of the digital advertising landscape. Finally, the abstract affords a dialogue on future trends and possibilities for virtual advertising in customer acquisition. As the era maintains to enhance, organizations want to adapt their techniques constantly to stay in advance in an aggressive market. In the end, digital advertising has profoundly transformed the patron acquisition process. The mixing of innovative virtual channels and information-pushed insights gives organizations unheard-of opportunities to engage with their target market efficiently. With the aid of expertise in the various components of digital advertising and marketing and its effect on customer behaviour, corporations can expand properly-informed techniques to thrive within the ever-evolving virtual landscape." 2023-01-01T00:00:00Z http://dlib.iit.ac.lk/xmlui/handle/123456789/2192 Factors affecting fashion brands’ awareness and marketing in the support of LGBTQ community Mahawattage, Ganga "Inclusion of LGBTQ (Lesbian, Gay, Bisexual, Transgender, and Queer) in fashion marketing can be seen more prominent than ever as it’s a social call and more than just marketing. But this differ when it come sot the Sri Lankan fashion industry. Inclusivity in marketing specifically in relation to LGBTQ community is almost as if it doesn’t exist. Examining how fashion firms interact with and support the LGBTQ community is critical as society perceptions of sexual orientation and gender identity continue to change. This thesis investigates factors affecting fashion brands’ awareness and marketing in the support of LGBTQ community in Sri Lanka. This study examines the theoretical underpinnings and current research on fashion marketing, brand awareness, and LGBTQ inclusivity through a thorough literature analysis. It also explores Sri Lanka's distinct cultural, legal, and social contexts, identifying potential and obstacles for fashion companies looking to help the LGBTQ population The methodology for the study entails qualitative interviews with significant participants, such as representatives of fashion brands, LGBTQ individuals from Sri Lanka and individuals related to human rights activism. The data gathered will be evaluated using thematic analysis techniques with the goal of uncovering recurrent themes and patterns pertaining to factors that affect fashion brands' awareness marketing approaches for the LGBTQ population. The outcomes of this study can help fashion brands create strategies that will assist the LGBTQ population and raise brand visibility. It will also give policymakers, advocacy organizations, and other stakeholders new perspectives on how to support diversity and inclusivity in Sri Lanka's fashion industry. Overall, by examining the factors impacting fashion brands' awareness and marketing actions in favor of the LGBTQ population in Sri Lanka, this thesis seeks to add to the academic literature and industry knowledge. It aims to promote better communication and cooperation between the fashion industry and the LGBTQ community by emphasizing the potential, problems, and best practices, ultimately fostering inclusivity and acceptance within Sri Lankan culture." 2023-01-01T00:00:00Z http://dlib.iit.ac.lk/xmlui/handle/123456789/1712 A Study on the use of Local Crafts in the fashion Apparel industry in Sri Lanka Ranawana, Arunika "Abstract This study is critical in finding ways and means to use local craft in the fashion apparel industry in Sri Lanka. If this amalgamation does not happen the local craft may be forgotten and already it is at its last stages. The main aim is to revive the local craft and analyzing on how to sustain it. This study will help find new market opportunities locally an internationally and increase the local export revenue significantly as of countries like Italy and India whose exports have a greater percentage of craft that contribute to their GDP. The goal of this study is to is to discover variables that will help achieve the end goal. Using the research approach, it is possible to determine which elements are responsible for the decline of the craft industry. To bridge the gap between the two industries obtained dependable and accurate data that will be reviewed. To further understand the research problem, semi-structured interviews were conducted with both craft and industry experts. The researcher discovered six major causes that would assist in a sustainable integration of craft to apparel industry. Through his investigation and the discussion of the study, the researcher compares prior research studies to get a thorough insight on how the variable should align. Following which the researcher identifies option and describes in the recommendations." 2023-01-01T00:00:00Z http://dlib.iit.ac.lk/xmlui/handle/123456789/1711 Factors Effecting the Success of Online Fashion Retailers in Sri Lanka Bogahawela, Natasha "In the fast-evolving landscape of the fashion industry, the emergence of online fashion retail has revolutionized how consumers engage with and purchase clothing, accessories, and trends. Online fashion retail refers to the digital platforms that allow consumers to explore, select, and purchase a wide array of fashion products from the comfort of their own spaces. This shift from traditional brick-and-mortar stores to online platforms has not only reshaped the shopping experience but has also brought forth a new realm of opportunities and challenges for retailers. In this context, understanding the intricate factors that underpin the triumph of online fashion retail becomes paramount. The dimensions of website user experience, product assortment and quality, online marketing and advertising, customer service and support, and delivery and logistics collectively form the pillars upon which success rests. Delving into these dimensions through rigorous research uncovered valuable insights that not only guide retailers but also elevate the entire online fashion ecosystem. Following a deductive approach, the study employs an online survey questionnaire to collect data from respondents. By analyzing this data, the research revealed insightful correlations between these dimensions and the overall success of online fashion retailers. The study's outcomes revealed positive feedback regarding the impact of the factors under consideration on the success of online fashion retailers in Sri Lanka. Furthermore, leveraging SPSS software, a multiple regression analysis was performed and established a model to identify the pivotal elements contributing to the success of online fashion retail businesses in Sri Lanka. However, based on the findings from the multiple regression analysis, the model development focused solely on three variables: website user experience, product assortment and quality, and online marketing and advertising. Lastly, a set of recommendations was formulated, offering online fashion retailers’ actionable insights to position themselves for success by aligning with the preferences and expectations of the local consumer base and effectively resonating with them." 2023-01-01T00:00:00Z