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Recent Submissions

Applicant Tracking System: A Definitive Pillar of Support for Employer Branding
(NSBM Green University, 2023-11-25) Kawya, M.V.T.; Wijesinghe, P.R.D.
Human resource management practices have undergone a significant transition as a result of information technology, including how data is collected, used, stored, and shared. Further, it allows organisations to keep track of all their human resources data. Organisations should ensure a well-established procedure to evaluate the pool of candidates because wrong onboarding may wreak havoc on the recruitment strategy. Particularly for entry-level jobs, organizations receive a large number of applications, and organisations take more weeks or months to proceed with the screening and shortlisting of top notch candidates, which may negatively affect employer branding. Therefore, Applicant Tracking Systems (ATS) can handle thousands of applications promptly, however, there is a dearth of research focusing on the impact of ATS and employer branding. The purpose of this study is to identify the influence of ATS on employer branding. Further, we have used the theory of job signalling to identify the opportunities and challenges of implementing the ATS for Small and Medium scale organisations in Sri Lanka. The data were collected from 413 school leavers and fresh graduates in Sri Lanka. Moreover, twenty-three (23) managers in SMEs took part in semi-structured interviews. Content analysis and Structural Equation Modelling (SEM) were performed to identify the association between ATS and employer branding. The findings of the study showed a positive association between ATS and strong brand image with the theory of job signalling. Further, the study showed the opportunities and challenges of implementing an ATS by SMEs to ensure employer branding. Consequently, the paper synthesises the findings from the works of literature related to the organization that is currently in the process of implementing an ATS. Theoretical and practical implications are provided in ATS and employer branding with job signalling theory.
Analyzing the Effectiveness of Newsjacking Public Relation Characteristics and Their Impact on Social Media Engagement (A Comparative Study of Sri Lankan Brand Campaigns)
(NSBM Green University, 2023-11-25) Piyumali, W.M.
With the rising popularity of social media, a vast number of brands entered to advertise their products and services on these platforms. However, the monotonous nature of brands’ marketing strategies has led to a decline in social media engagement between consumers and them. As a solution, the practice called newsjacking was identified as to gain attention of consumers and media exposure. Even though newsjacking is not a new practice on social media, there is little literature discussed about it. For this reason, the researcher’s purpose was to analyze the effectiveness of Newsjacking Public Relation characteristics and their Impact on Social Media Engagement. The study utilized several newsjacking campaigns to collect the data for the research behaviour. All this data was demonstrated in a theoretical framework established for consumers’ social media engagement using valid analysis techniques. According to the findings, the study found that newsjacking is formed of six elements: rapidness, relevant to the audience, humour, ability to decode the message, virality and creativity. Furthermore, the study observed that these characteristics could influence specific social media engagement activities of consumers. Therefore, these findings supported the theoretical gap that the fact of newsjacking public relations practice influences consumers’ social media engagement.
Accounting Information Systems Adoption: Understanding the Factors Driving the Employee Perceptions
(NSBM Green University, 2023-11-25) Perera, R.; Jayasinghe, I.G.V.D.
Effective utilization of Accounting Information Systems (AIS) would ensure the organization's survival in today’s fast driven digital platform. The awareness of employee perception towards AIS usage would crucially impact safeguarding the organizational stake's expectations. Hence the study aims to identify and analyze the prominent factors behind the employee perception of AIS within the business context. Accordingly, the user’s level of accounting knowledge, level of computer and information technology skills, and experience level of using accounting information systems have been tested in this study. It is intended to investigate the nature and gravity of the association between each of these variables against the employee perception towards AIS.The study follows an experimental approach that pertains to analyzing cross sectional primary data gathered from 161 employees from distinct organizations. The findings of the research demonstrate the significant applicability of user technology skills and user experience on the employee perception of AIS whereas it withdraws the significance of user accounting knowledge towards the dependent variable. Further, the study illustrates how the dynamics of internal resources can extend an impact on the success of AIS while enabling businesses to enhance and optimize the AIS implementation resulting in improved financial reporting and management.
A Study on the Importance of Introducing Railway Organizational Structural Reforms in Sri Lanka: A Passenger Transport Perspective
(NSBM Green University, 2022-11-25) Perera H.A.V.K.; Shaja M.M.M.
William Coase, introducing his theorem on cost efficiency in 1975, had explained that allowing free trade would result in the optimum outcome under any specific economic condition. Privatisation was the best solution that was presented over the world to cut the financial inefficiency that was created by the monopolies of state owned entities out. Even at that, structural reforms are encouraged over outright privatisation. ‘Regulatory Reforms’ is an on-going process that optimizes the regulatory performance of an economy. Many potential problem areas would occur, if we were to consider the long-term trial and-error process of introducing railway structural reforms; such as, (1) whether the structural reforms that will undertake will be appropriate for an industry as technically complex as railways, (2) whether a system of negotiated contracts will lead to lower transaction costs than a system of administered commands, (3) whether the vertical separation of infrastructure and operations will ignore the likelihood of pursuing the concepts of an integrated economy; such as investment planning and land-use planning at the strategic level, maintenance planning at the tactical level, and planning to recover from possible infrastructure failures at the operational level, (4) whether there will be practical problems, when determining the costs of regulating the infrastructure management, (5) whether there will be diseconomies of scope form jointly operating freight and passenger services, (6) whether a split into three or four operators will be more efficient than separating operations market into less than three or more than four competitors, (7) whether the franchising bid will not be competitive, (8) whether franchising contracts would be difficult to specify, award, enforce, and renew, even if there were some sort of a competition that system of administered commands, (3) whether the vertical separation of infrastructure and operations will ignore the likelihood of pursuing the concepts of an integrated economy; such as investment planning and land-use planning at the strategic level, maintenance planning at the tactical level, and planning to recover from possible infrastructure failures at the operational level, (4) whether there will be practical problems, when determining the costs of regulating the infrastructure management, (5) whether there will be diseconomies of scope form jointly operating freight and passenger services, (6) whether a split into three or four operators will be more efficient than separating operations market into less than three or more than four competitors, (7) whether the franchising bid will not be competitive, (8) whether franchising contracts would be difficult to specify, award, enforce, and renew, even if there were some sort of a competition that
A Study on the Impact of Digital Transformation on Job Roles of Accounting Professionals: Evidence from Sri Lanka
(NSBM Green University, 2023-11-25) Sooriyaarachchi, T.D
The study aims to identify the impact of digital transformation on the job roles of accounting professionals in terms of the functions of the role, the objective of the role, specific duties and responsibilities assigned to the role, and the knowledge and skills required to perform the job role.The study attempts to answer the following question: How has digital transformation impacted the job roles of accounting professionals in Sri Lanka?Accordingly, 25 Sri Lankan accounting professionals whose organizations have been subjected to digital transformation during their tenure were interviewed to identify the impact of digital transformation on their job roles.The study revealed that the use of blockchain technology, use of big data, artificial intelligence, and the use of cloud computing are the most prominent digital transformations that have impacted the accounting profession in Sri Lanka. Further, the study revealed changes in accounting job roles including job tasks, job tools, and required skills as a result of digital transformation.