Vallis Aurea

"Exploring the Role of Social Media Marketing in Shaping Purchasing Intentions for T-shirts in Sri Lanka"

2023-10-16T09:18:38+02:00

This research investigates the impact of social media marketing on consumers' purchasing intention in Sri Lanka's T-shirt industry. It examines factors such as Informativeness, Trendiness, Interactivity, Personalization, and Word-of-Mouth (WOM) in relation to T-shirt purchases.

The study uses a quantitative approach, surveying 351 individuals in Colombo District who use social media. A structured questionnaire collects data on demographics, social media marketing factors, and purchasing intention.

Data cleaning ensures accuracy, employing Cronbach's Alpha coefficients for reliability testing. Correlation and linear regression analyses reveal that social media marketing significantly influences purchasing intention, explaining 19.8% of the variance.

This research offers empirical evidence for the impact of social media marketing in a specific industry and location, highlighting its relevance for T-shirt businesses in Sri Lanka. It also suggests avenues for further research.

Concepts for Integrating Music and Musical Tourism in Destination Growth

2023-12-05T08:39:36+01:00

Purpose – The aim of the research is to analyze the possibilities of implementing music and musical tourism in innovating tourist offerings and promotions based on the results and systematic analysis of existing literature with specific application in the repositioning of Croatian tourism.

Research Design – The conceptual research provides a comprehensive insight into the ways music is used in destination development. It focuses on various examples of implementing musical tourism.

Methodology – The research includes bibliographic analysis using the Bibliometrix software package through the Scopus and WoS databases, which were selected to provide an overview of previous research on the concept of applying music in destination development, creating recommendations for implementation.

Results – The results enable the identification of key determinants and concepts of musical offerings and promotions in Croatian tourism based on a systematic literature review and the specifics of Croatian tourism development at all levels.

Research Originality – The application of music in tourism, music management in tourism – audio management, represents an insufficiently explored area of scientific and professional research and concrete applications in global and Croatian tourism. The paper provides specific proposals and research based on key research concepts. On an applied level, this requires a complete reevaluation of how destination tourism incorporates musical offerings into its development system.

Digital communication of police officers during the Covid-19 pandemic

2023-11-13T09:00:16+01:00

This qualitative study aims to determine which digital communication channels and for what purposes were used by police in rural and suburban parts of Croatia during the COVID-19 pandemic and the obstacles they encountered in doing so. The purpose of the research is a scientific contribution to communication and police sciences, given the lack of such research not only in Croatia but internationally. The practical purpose is the identification of possibilities and limitations of digital communication in policing and aspects of police communication that are important during crises. The semi-structured interview was used in four focus groups of 10 research participants. The results show that during the COVID-19 pandemic, at the request of citizens, police officers often resorted to communication via social media, even though such a method of police communication was not defined as official at the time and despite other serious obstacles such as insufficient technological infrastructure and lack of access to the Internet. The need to create precise work guidelines was identified to avoid problems and prevent citizens’ resistance towards introducing such novelties. This research also points to establishing guidelines and communication protocols between public services to avoid confusion and misinformation.

Lifelong learning for sustainable development – student’s perspective

2023-12-05T08:38:56+01:00

Purpose – The purpose of this paper is to determine the knowledge, views and opinions of students about sustainable development and lifelong learning as a part of education for sustainable development.

Design – The empirical part of the paper consists of the results of a primary research conducted among students of higher education institutions.

Methodology - An online questionnaire was distributed among students using convenience and snowball sampling to select students from different backgrounds, who then completed standardized instruments. The research was conducted using the survey questionnaire technique. For analysing the data, descriptive statistics were used.

Approach - Quantitative method of research.

Findings -. Results of the empirical research on sustainable development and lifelong learning for sustainable development are presented. The research shows which learning outcomes, techniques and topics students found most valuable to achieve sustainable development.

Originality of the research – There is a lot of research on sustainable development, education for sustainable development as well as lifelong learning but a very small number connects the all of the above. This paper contributes to the discussion of the concept of education for sustainable development in the context of lifelong learning.

Bank Term Deposit Service Patronage Forecasting using Machine Learning

2023-09-28T08:26:51+02:00

Term deposit is one of the financial services offered by the bank. Effective bank marketing campaign to forecast possible customer to engage in personal term deposit marketing interaction is vital because it’s hard to stand out, considering that all banks offer similar products. Trailing to this, this study proposed the use of machine learning algorithms to develop a bank term deposit patronage forecasting models which have the ability to study the characteristics of customers to identify potential term deposit customers. Random Forest and Xtreme Gradient Boosting algorithms along with Portuguese institution marketing campaign dataset were used to develop bank term deposit service patronage forecasting model. The data balancing algorithm utilized is the Synthetic Minority Over-sampling Technique and Edited Nearest Neighbors (SMOTE-ENN) and feature selection was conducted using Information Gain. The Random Forest model achieved an accuracy of 95%, recall of 92% and f1 scores of 94%. Xtreme Gradient Boosting model achieved an accuracy of 97%, recall of 97% and f1 scores of 97%. The results of the experiment revealed the Xtreme Gradient Boosting emerged as the best model