PGIHS-RC 2023

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https://ir.lib.pdn.ac.lk/handle/20.500.14444/4740

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Browsing PGIHS-RC 2023 by Subject "Advertising"

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    A study of costumes and the use of motifs in the temple murals of the kandyan tradition: a study based on selected temple murals of low country
    (Postgraduate Institute of Humanities and Social Sciences (PGIHS), University of Peradeniya, Sri Lanka, 2023-12-15) Rathnayaka, R.M.T.D.K.; Sudarshana Bandara, W.M.P.
    Ancient visual art can be described as an archaeological tool that brings objective and absolute knowledge from past human culture to the present. It reveals a wide variety of information about humans from those days. The primary research area of this study focuses on the usage of costumes and their motifs in the temple murals of Kandyan tradition, specifically within two selected temples in the southern province, namely Kathaluwa Purwaramaya and Thotagamuwa Thelwaththa Viharaya. Although there have been a number of studies related to the nature of clothing and its use in the visual arts found in the Kandyan tradition, such research has focused on the surface nature of clothing, design patterns and the individual roles it portrays. However, a gap exists in scholarly inquiry into the underlying significance of clothing concerning styles, individual and social spaces, social status, ranks, power dynamics, respect, class, caste, regional identity, and other cultural influences. Therefore, since art is a social activity and a unique human activity, a close reading of the old visual arts can reveal much information about social culture, space, and individual ideology of that time. The costumes and their designs have the potential to function as a distinctive archaeological visual source, aiding in uncovering the authentic identity of the information disclosed by these sources. This holds true for the specified period, whether written sources are present or absent, contributing to the understanding of social character during the formation of the history of ancient visual arts. Therefore, this study aims to explore and analyse how the clothing and designs featured in Kandyan paintings can represent society during that period, investigating their potential as archaeological visual sources in historical reconstruction. The examination revealed that artists deliberately utilised designs, colours, and various costume types to visually express the social hierarchy and centralisation of power in that period. While this academic study primarily uses qualitative research methodology, a rational analysis is also expected to be carried out. The data collection procedure mainly focuses on primary sources and studies conducted on selected temple paintings, museum observations and interviews conducted with art historians and artists who belong to transitive traditions. Furthermore, as secondary sources, information is primarily expected to be collected from books, magazines, and articles.
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    Impact of social media advertising on consumer buying behavior in Sri Lanka with special reference to electronic goods
    (Postgraduate Institute of Humanities and Social Sciences (PGIHS), University of Peradeniya, Sri Lanka, 2023-12-15) Sandaruwan, W.H.A.
    Social media advertising has become essential to the electronic goods industry’s most successful marketing strategy in recent years. In the context of the growth of social media, a considerable number of electronic goods retailers are beginning to acknowledge the advantages of utilising social media platforms to establish brand value. This study examined the influence of social media advertising on consumer purchasing behaviour concerning electronic goods. This study aimed to fill the existing research gap in the impact of social media advertising on consumer behaviour. This study adopts a descriptive quantitative research design, and data was collected through a self-administered questionnaire, including socio-demographic information, social media advertising engagement, content, frequency of exposure, and platform popularity. The target population of this study is active social media users in Sri Lanka from different provinces, and a sample of 300 consumers was selected using the convenience sampling method. The hypotheses were tested using Correlation and Regression analysis using SPSS software since the study aims to measure the impact of the independent variable on the chosen dependent variable. According to the demographic and economic descriptive statistics, the majority of the respondents’ age group is between 26-35 (66%), implying that most of the young adult generation uses social media platforms. The R-square value in this study reordered the 0.546 value, suggesting that the independent variable explained 54.6% of the dependent variable. According to the linear regression model, Social Media Advertising engagement, content, frequency of exposure, and platform popularity positively and significantly impact Consumer buying behaviour. Therefore, the regression coefficient results imply that if the other things remain constant, a 1% change in social media interaction on social media platforms impacted increased consumer buying behaviour by 44.3%. Furthermore, this study found that the most suitable advertising types for changing consumer buying behaviour are WhatsApp, Facebook, and YouTube because consumers are more engaged with these social media platforms, and other social media advertising platforms have a lower impact on changing consumer behaviour. Therefore, marketers can follow up on these research findings to make more influential advertisement campaigns through the above social media platforms. Therefore, organisations must concentrate on producing excellent content, such as videos, pictures, and interactive posts that successfully highlight the features and advantages of electronic products. Including evidence may attract Sri Lankan customers’ attention, stimulate their curiosity, and eventually impact their purchasing behaviour.