Prof. E.G.Ubayachandra

Senior Professor, University of Kelaniya, Sri Lanka

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Nirmani Chethana Eldeniya

Undergraduate, NSBM Green University, Sri Lanka

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ABSTRACT

In the field of marketing, the object, socialization of consumers subjected to the discussion made in this concept paper bears a timely significance due to the fact that now the time has come to make a commentary on the contradicting behavior of today’s certain dynamic, complex and in certain cases irrational and impulsive individuals dealing in the arena of market. Having made a rigorous search of respective literature, the authors intended to select some more important conceptual implications given in respect of considering phenomenon. Therefore, this attempt may look like crossing certain respective scholars’ threshold. Though some say existing studies relevant to socialization of consumers have focused on traditional antecedents and parties of the socialization, since those interpretations have somewhat valid nature in making a rigorous review of consumer decision making role, the review made here was extended to each indication of accepted studies.  In introducing holistic and comprehensive perspectives relevant to considering phenomenon, one can base the implications given by prevailing body of knowledge as a corner stone. Based on this view, this paper was outlined to allege meaning of the socialization of consumers, fundamentals of socialization theory, different definitions relevant to socialization of consumers, deviant and compulsive consumer behavior, antecedents of socialization of consumers and different parties of consumer socialization etc. It was found here that social media, mass media, families and peer groups have become key platforms in getting consumers socialized. Furthermore, it was identified that demographics, personality traits and structural variables also play a vital role in socializing consumers. Of them a dominant influence is made by personality traits here.

Keywords: Aberrant, Antecedents, Compulsive, Deviant, Socialization

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D.K.N.P Dassanayake

Doctoral Student, University of Kelaniya, Sri Lanka

Dr. H.M. R. P. Herath

University of Kelaniya, Sri Lanka

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ABSTRACT

It is obvious that customers are important stakeholders in organizations and their retention is a priority to the business. From the years, mobile telecommunications industry is evolving drastically by creating utmost competition resulting an increased level of customer penetration throughout years. Maintaining existing customers are less costly than acquiring new customers, thus this study is focused to identify factors affecting on customer retention and measure the impact of each identified factor on customer retention. Based on the literature, network quality, customer experience and perceived price are important factors that decides the level customer retention.  

Primary data were collected through survey method and sample techniques applied was convenience sampling and sample size is 384. The developed hypotheses were tested using Multiple Regression analysis in SPSS. All the hypotheses were accepted proving that network quality, customer experience and perceived price have a significant impact on the level of customer retention.

Keywords: Customer Experience, Customer Retention, Network Quality, Perceived Price

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D. Mathisha Chamikara

University of Kelaniya, Sri Lanka

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Nisal Gunawardane

University of Kelaniya, Sri Lanka

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ABSTRACT

The Social Influence is an influential mode that used by the society surround us to influence for what they have already influenced by others. In recent years this has been a popular concept which does grab the attention of the practitioners within the corporate world. Given this interest, the current researcher underlining the Face book Influence model intends to assess the relationship between Social Influence via the Face book and the Intention to participate in the context of the Entertainment Events in Sri-Lanka. Further, the literature evidence identified that dimensions of Social Influence namely Like, Comments, Shares, Ease of Use and Usability should be more focused when building a strong Social Influence as they do indicate a high relationship on Intention to participate. Hence, the current research identified that Social Influence is a significant predictor which does affect in manipulating the Intention to participate for Entertainment events in Sri-Lanka.

Keywords: Entertainment Events, Face book, Intention to participate, Social Influence

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M.C.B. Guruge

Assistant Lecturer, University of Kelaniya, Sri Lanka 

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ABSTRACT

Influencer marketing is one of the emerging tools in the field of marketing and it is an area that has gained the attention of the researchers. The concept of social influencers has evolved with the rapid popularity of using peer reviews, comments and tweets on products and services when making the purchasing decisions. Subsequently the marketers have identified the vitality of user-generated content and leveraging the power of social influencers in order to promote their brands. However, there is always a grey area about the return on investment of this tool from the client’s perspective. In contrary, the customer also has a doubt on whether the information provided by influencers are credible and unbiased. Most of the previous studies were conducted to investigate the impact of social influencers on purchasing intention, attitudes and public perception on social influencers and different attributes related to social influencers. Thus, limited number of researches have provided constructive models to analyze the attributes related to influencer marketing which affects the purchasing intention. In line with this concept, this paper reveals whether the models that are associated with celebrity endorsement such as source credibility model and attractiveness model can be adapted in order to identify the attributes related to social influencers. Furthermore, some of the new attributes were incorporated to the existing models as well. A deductive method was employed and extensive literature review was carried out as the main research tool in order to highlight the contextual explanations about the concept and finally, the paper presents future research directions in the field of social influencers.  

Keywords: Celebrity Endorsement, Influencer Marketing, Social Media Influencers, Source Attractiveness Model, Source Credibility Model

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