This Participatory Action Research (PAR) project sought to improve the digital presence and customer engagement of Maruthu Dum Biryani, a traditional MSME in Jaffna, by co-creating and implementing low cost digital ...

In an increasingly competitive marketplace, franchised fast food chains are turning to sensory branding as a strategic tool to cultivate consumer loyalty. Sensory branding, which engages consumers through sight, sound, ...

Electronic commerce has grown rapidly throughout the past twenty years to be one of the most dynamic channels of international trade, which essentially redefined conventional business strategies. However, beyond those ...

In the current digital economy, privacy concerns are becoming increasingly significant, especially in the online food delivery industry. Existing studies at global level have investigated the relationship between online ...

The preservation of the natural environment has been an important issue for the last few decades. Nearly every industry has embraced environmental protection practices. Nowadays, organizations pay more attention on the ...

Customer Relationship Marketing (CRM) has emerged as a critical strategy in healthcare, shifting the focus from episodic treatment to long-term patient engagement. This study examines how CRM practices—such as personalized ...

This study investigates the effects of AI-based personalization on consumer trust, consumer satisfaction, and purchase intention in e-commerce platforms, with a specific focus on the Jaffna District of Sri Lanka. AI-based ...

This research explores how basic digital branding tools, including Facebook, QR codes, and creative contents, allow small food businesses to increase their visibility and engagement with customers. Using a Participatory ...

This research investigates how AI-powered chatbots influence customer engagement in the e-commerce industry of Jaffna city, Sri Lanka. While such technologies are widely implemented to enhance digital customer service, ...

In an era of intensifying global tourism competition, the authenticity of destination brands has emerged as a critical factor influencing tourist loyalty. For culturally and ecologically rich locations such as Habarana ...