Effective marketing and advertising campaigns contribute to customer development, profitability, and business success in the long term. The evolving economies, globalization, and innovative technologies, which have quickly transformed the economic community, make present markets more attractive. Marketing firms are pushed in a new direction by social media marketing, such as Facebook, Twitter, and YouTube. Social media have reached so deeply into millions of people globally and it also has drawn the interest of advertisers. Considering the timeliness and relevance of the phenomenon, this study aims to identify the impact of online communities and e word of mouth on the purchase intention of generation Y. The relevant data were collected through a self-administered questionnaire from 150 individuals aged 25 to 40 years who are residing in the Colombo district based on the convenience sampling method. This study found a positive significant effect of e word of mouth on brand trust and purchase intention and the relationship between e word of mouth and purchase intention is mediate by the brand trust. Further, online communities have a positive significant impact on brand trust and the relationship between online communities and purchase intention is mediated by brand trust. This research fills the gap in the existing literature and provides valuable insights to organizations that use social media marketing as a communication tool.
Universities around the world are entering 'emergency mode' during the COVID-19 pandemic, radically transforming education by switching towards online learning and other distance-based education methods. An unintended consequence of these emerging changes is that many students who are either not willing to use e-learning or have no adequate skills to learn through electronic devices or have no resources to access them are marginalized. Considering the timeliness and the relevance of the phenomenon, this study aims to identify the factors influencing the adoption of e-learning by Sri Lankan university students. The relevant data were collected through a self-administered questionnaire which was distributed among 191 university students based on the convenience sampling method. This study found out positive impacts of performance expectancy, facilitating conditions, habit, price-value, and personal innovativeness in IT on to use elearning. Moreover, the intention has a positive impact on the adoption of elearning platforms. This research fills the gap in the existing literature and provides valuable insights to the course administrators in universities in Sri Lanka to better manage e-learning systems.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.