Conceptual Review of Social Influencer Marketing on Purchase Intention; Dynamics in Fashion Retail Industry

Thilina DK

Lecturer, University of Kelaniya, Sri Lanka

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ABSTRACT 

The competition in the fashion retail industry is reaching new heights due to various demands of the fashion consumers. As per the significant growth in the fashion retailing sector, the marketers need to define the strategies to address their customer intentions. With the increase of ad blocking, shift from traditional media to online platforms and especially the rapid growth of the social networking sites (Facebook, Instagram, YouTube, Twitter), fashion retailers have to align their social media strategies with the online and offline behavior of the consumers. This researcher study mainly focuses upon understanding the impact of social media influencers and the purchase intention among the consumers. Objectives of this study were to understand the effectiveness of social influence on consumer purchase intention for fashion related products, therefore this study has investigated main construct of Influencer Credibility and Information Quality of the content shared by these social influencers and their relationship with both Attitude towards reviews and Purchase Intention respectively. Finally, the researcher further investigates whether there is a mediating effect of Attitude towards reviews on the relationship between effectiveness of social influence and Purchase Intention. The study commences with a general overview into the subject of focus, followed by an in depth review of the literature on the main concepts Influencer Marketing, Purchase Intention and Attitude towards reviews. Based on the understanding of the literature and concepts with regard to the area of study, the conceptual frame work was derived.

Keywords: Attitude towards Reviews, Purchase intention, Social Influence Marketing

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Innovation and its Impact on Consumer Brand Equity: With Evidence from Modern Trade Industry in Colombo, Sri Lanka

Oshan N.N. Liyanage

Doctoral Student of Business Administration, University of Kelaniya, Sri Lanka

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W.M.C.B. Wanninayake

Professor, Department. of Marketing Management, University of Kelaniya, Sri Lanka

ABSTRACT 

Innovations enable organizations to introduce novel products and services to its customers. However, within the Modern Trade Industry in Sri Lanka, firms deploy innovations, yet if that is influencing firms establish greater relationships with its customer’s, remains unclear. Similarly, firms focus greatly upon consumer-based brand equity within the modern trade industry but there are no sufficient empirical studies to confirm the contribution of innovation for enhancing consumer based brand equity in modern trade environment. Therefore, the purpose of this study is to investigate the innovation on consumer based brand equity in modern trade sector in Sri Lanka. Literature suggests that concept of innovation is formed using innovative outcomes and innovative planning. Hence authors used these two dimensions that form innovation as independent variables to determine the consumer-based brand equity. The research was designed as quantitative research based on positivist paradigm and data were collected through a survey. Accordingly, 280 self-administered questionnaires, were obtained from respondents who are modern trade consumers in Colombo, Sri Lanka. The collected data were analyzed by using both descriptive and inferential statistics tools. PLS-SEM was employed as the main measurement model for testing hypothesis by using Smart-PLS 3 as the main analytical software. The findings revealed that innovation as an outcome and innovative planning, both can significantly influence upon consumer-based brand equity. Hence, authors suggest management of modern trade retailers to develop innovative technology driven retail platform to provide pleasant shopping experience to the customers with the purpose of improving consumer-based brand equity. Authors suggests future researches to investigate the impact of leadership on the implementation of innovations within the modern trade retailers in Sri Lankan context.

Keywords: Consumer Brand Equity, Innovation, Innovative Outcomes, Innovative Planning, Modern Trade Industry, Sri Lanka

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Consumer Satisfaction towards Smart Ration Cards: A Study on Tirupur District, India

M. Sumathy

Professor, Bharathiar University, Coimbatore, India

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ABSTRACT 

Public distribution system has been implementing various initiatives to ensure the proper supply of ration items to the consumers.  There have been complaints towards the lack of transparency in the supply of ration items.  The stocks are not properly showed and unauthenticated billing of goods is made by the employees and at the same time, consumers are also misusing the ration cards.  The paper ration cards already issued have their own challenges.  Introduction of smart ration cards has been the only solution for all these challenges.  The government has introduced the smart ration cards in the year 2017.  Since then, there have been a lot of changes made in the public distribution system.  The present study has analyzed the satisfaction of consumers in Tirupur District towards the smart ration cards.  The factors influencing satisfaction of consumers towards smart ration cards have been analyzed and the relationship between demographic variables and the factors influencing satisfaction has been discussed in this paper.  It was found that the consumers were satisfied with the selected factors influencing satisfaction except the confidentiality of financial transaction of the consumers.  Suggestions have been offered for the effective use of smart ration cards as a part of the initiatives of e-governance practices.

Keywords: Consumer Satisfaction, Public Distribution System, Smart Ration Cards

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Impact of Green Attributes on Revisiting Intentions of Tourists in Sri Lankan Hotels: The Mediating Effect of Overall Satisfaction

J.A.S.C. Jayasinghe

Senior Lecturer, Department of Marketing, University of Colombo, Sri Lanka

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W.M.T.K. Weerasekara

Department of International Marketing, Adamjee Lukmanjee Exports (Pvt) Ltd

ABSTRACT 

In the Sri Lankan context, the publicly available research has not addressed precisely the relationship between green attributes and revisiting intentions so far. Therefore, this research mainly aimed to study the impact of Sri Lankan hotels’ green attributes on tourists’ revisiting intention. Besides how these said attributes affect overall satisfaction, and mediation role of tourists’ overall satisfaction on revisiting intention was also investigated. The present research is a positivistic study, and a survey was conducted based on a convenience sample selected from foreign and local tourists who had experience in hotels offered green attributes. The data were analyzed by two path models using AMOS 23. Findings show that some of the green attributes positively impact revisiting intentions, and some of the green attributes positively impact overall satisfaction. Furthermore, the overall satisfaction mediates the relationship between organic foods and revisiting, and also the relationship between water-saving attributes and revisiting intentions. These findings will help academics understand the theoretical relationships and for hoteliers to launch innovative and profitable green practices.

Keywords: Green Attributes, Overall Satisfaction, Revisiting Intentions, Sri Lankan Hotels

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