Manoj Jinadasa

Senior Lecturer, University of Kelaniya, Sri Lanka

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Roshan Priyankara Perera

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P V M V D Udovita

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ABSTRACT

This paper identifies three key public relations concepts in order to explore how young men create sexual relations and emotional literacies through digital media.  The first concept to be examined is mutual understanding. This involves exploring the dynamics of interpersonal relationships in order to understand how young people express their identities and to establish their on- line communities. The second concept to be explored is reputation.  In public relation theory, ‘reputation’ refers to how people perceive the quality of the organization. In this section, reputation is used as a means of understanding how young people build up their image in order to create connections with similar people, other young people and wider society. Finally, the third concept to be discussed is activism. Activism in public relations refers to organizations providing opportunities to public’s voices without which they cannot create relationships with their stakeholders. 

Keywords: Interactive Communication, Mutual Understanding, Public Organization, Public Relation

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Hirunika Nirmani

Undergraduate, University of Kelaniya, Sri Lanka

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Poornima K. Gayathree

Senior Lecturer, University of Kelaniya, Sri Lanka

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Shantha Udaya Kumara

Britishway English Academy, Nittambuwa, Sri Lanka

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ABSTRACT

Fast food industry in Sri Lanka can be considered as a very competitive industry with the rivalry being intensified every single day with the entry of new players to the market. There are both local and international fast food brands currently operating in the country, adding to the competition. In such a situation, marketers are faced with the challenge of making their customers loyal to their fast food brand. Therefore, the purpose of this research is to identify the factors contribute in creating brand loyalty towards fast food industry in Sri Lanka, with special reference to internationally franchised fast food brands currently operating in the country.

The sample of 150 respondents of this study was selected from Colombo and Gampaha Districts representing the Western Province and a questionnaire based survey method was used to gather the primary data required for the study.  Various statistical techniques such as hypothesis testing, Pearson Correlation coefficient, Regression analysis were used to arrive at the research objectives. 

The results revealed that, food quality, brand image and promotions significantly influence the brand loyalty of the fast food brands. It also revealed that price and atmosphere were not significant factors in influencing the brand loyalty. Therefore, it is recommended that to induce brand loyalty fast food restaurants should provide quality foods and enhance the brand image with sound promotional campaigns. 

Keywords: Brand Loyalty, Food Quality, Promotions

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D M R Dissanayake

Senior Lecturer, University of Kelaniya, Sri Lanka

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A Munasinghe

Kelani Cables PLC, Sri Lanka

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ABSTRACT

Strategic acquisition and merges are quite challenging and risky decisions in the business world. The strategic decision made by ACL Cables PLC (hereafter refers as ACL), then market leader of cable manufacturing and marketing industry of Sri Lanka, acquired Kelani Cables PLC (hereafter refers as KCL or Kelani as required in the explanations) in the year 1999. However, both companies catered to the same market segments adopting different marketing strategies whilst strategic decisions were carefully managed by its senior management to find synergy between the value chain operations of two companies. However, by the time this case study is being written in 2017, KCL was able to mark its strategic position in the market with high-flying performances as a brand compared to the position of ACL had been. Presently, both brands are positioned in B2B and B2C scopes delivering customer expectations with differentiated value propositions. Authors followed case story style to organize and present this case study by focusing to strategic management as the main foundations of case explanations. Authors did comprehensive discussions with the present ownership and senior management of both companies whilst related publications of ACL and KCL were used to verify the information. Some of the empirical publications done on cable market of Sri Lanka were also associated to support the contents. 

Accordingly, this case study narrates the case story of the acquisition decision of ACL Cables PLC including the main highlights of the incident. Alongside, this case study presents the history of KCL, main incidents and millstones of both companies, implementation of acquisition decision and the post-acquisition scenarios of both companies.  Then, the core of the case study is to explain the strategic model and decisions implemented by the senior management of ACL and KCL to strategize the synergy effects of value chain operations of both companies. The operational insights of such strategic model need to be investigated to learn the managerial insights for practitioners. Thus, the case study unveils key operational aspects brought into implementation phase with related information sources.  Finally, authors concluded the main learning directions of the content whilst key insights of the case study were also summarized within the scope of strategic synergies.  

Keywords: Acquisitions, Cable Industry, Strategic Synergy, Value Chain.

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T.M Wanniarachchi

Peoples’ Leasing & Finance PLC, Sri Lanka

B. L. Sanjaya Thilakarathne

University of Ruhuna, Sri Lanka

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Bimali Wijesundara

University of Kelaniya, Sri Lanka

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ABSTRACT

This paper focuses on the impact made by social media characteristics on purchasing Intention towards fashion clothing through the online platforms. The main research objective of the study is to identify the level of influence made by the characteristics of trust, perceived online risk, convenience, and online reviews on the consumer buying intention. The survey method was used to collect data from the sample and a sample of 204 consumers were selected through convenient sampling method. A properly structured questionnaire was distributed among the selected sample. Likert scale questions were analyzed by coding different values for each response. Correlation and regression analysis have been employed to test the hypotheses based on the result. Qualitative data via open ended questions were used to get a deeper understanding on consumer purchasing intention and online platforms used by the industry. There is a strong positive relationship between online reviews and the consumer purchasing intention. Further, it was found out that there is a moderately positive relationship exists between the trust and the consumer purchasing intention. The empirical evidence suggesting the negative relationship of risk and the consumer purchasing intention was not supported with the statistical data and analysis of the study. This research would have given a broader idea on online buying intention if conducted covering all the segments in Sri Lanka. As a conclusion remark of the study, researchers recommend fashion and clothing companies to focus more on their core business activities on online platforms which may lead to positive reviews and recommendations. This would enhance the consumers’ purchasing intention in the long run. Further the study recommends that the online businesses should pay more attention on factors emphasized by the customers in purchasing clothing online.

Keywords: Convenience, Purchase Intention, Reviews, Risk, Trust

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