Wijesundara T.R., (Dr.)

PhD(Wuhan, China), MSc (Agder, Norway), MBA (Sjp, SL), BBA (Ruh, SL) 

tharaka
Senior Lecturer 
Department of Marketing
Faculty of Management and Finance
University of Ruhuna, Matara
Sri Lanka

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Fixed Phone: +94 41 2222681/2

BIOGRAPHY

Dr. T.R Wijesundara is a Lecturer in Department of Marketing at Faculty of Management and Finance, University of Ruhuna, Sri Lanka. He completed his BBA degree (Major in Marketing) from the University of Ruhuna, MBA (Specialized in Marketing) from the University of Sri Jayewardenepura, M.sc (International Management) from the University of Agder, Norway and PhD from the Wuhan University of Technology, PR China. Further, he completed a Diploma in International Strategy at the University of Agder Norway. Moreover, he obtains a Diploma in Advertising from School Of Media Arts And Management, Sri Lanka. His teaching and research interests are Consumer Behavior ,Integrated Marketing Communications and Social Media Marketing.

JOURNAL 

Wijesundara, T. R. (2020). Shifting from autograph to Selfie: consumer self in the Facebook world. Journal of Business studies, 7(1), 2020-89.
Wijesundara, T. R., & Xixiang, S. (2018). Social Networking Sites Acceptance: The Role of Personal Innovativeness in Information Technology. International Journal of Business and Management, 13(8), 75-85
Wijesundara, T. R. Xixiang sun (2017). Impact of Personality on Social Media Usage Special Reference to Young Sri Lankan Consumers, International Journal of Social Media and Interactive Learning, 5(2), 151-163
Wijesundara, T. R. Xixiang sun (2017). Social media usage and acceptance of product placement in social media (社交媒体使用频率对社交媒体中产品植入接受度的 研究) –Manager’s journal (Chinese).
Wijesundara, T. R. (2014). Motivations and Usage Patterns of Social Networking Sites: Exploring Cultural Differences between United States & Sir Lanka. Canadian social science, 10(6), 179-189.

CONFERENCE

Full papers

D Silva, G.M.S.M, Wijesundara, T. R. (2021). Impact of Materialism on Fashion Consciousness: The Mediating Effect of Internet Innovativeness. 6th International Conference on Contemporary Management, University of Jaffna. Sri Lanka.
Dias,I, Wijesundara, T.R (2020), Impact of Personal Power Bases on Perceived Trustworthiness of Opinion Leaders in Social Media, 9th International Conference on Management and Economics , University of Ruhuna.
Wijesundara, T.R, Priyankara, R. (2017).Acceptance of Social Networking Sites Recruitment by Sri Lankan HR Practitioners. 2nd Research Symposium of IPM Sri Lanka.
Wijesundara, T.R, Xixiang Sun (2017) Acceptance of Product Placement in Social Networking Sites. 14th International Conference on Innovation and Management, UK.
Wijesundara, T.R, Xixiang Sun (2016). Impact of Personal Innovativeness of Information Technology on Intention to Use Social Networking Sites. 13th International Conference on Innovation and Management, Malaysia
Wijesundara, T. R. Galdolage, B.S (2014), the Impact of Personality on Social Media Usage: Special Reference to Undergraduates at Ruhuna University. Annual Academic Sessions, Open University of Sri Lanka.
Wijesundara, T.R., (2013), Consumer Attitude towards Product Placement in Programs, 2nd International Conference on Management and Economics. University of Ruhuna, Sri Lanka
Karunaratna, A.C. & Wijesundara T.R. (2011). Are loyalty programmes really worth in the mobile phones services industry? International Conference on Business and Information. University of Kelaniya, Sri Lanka.
Wijesundara, T.R. & Buddhika, S.A (2009). Impact of Celebrity Personality on Brand Personality in Malted Milk Powder Industry; Empirical Study using Young Consumers in the Southern Province, 6th Academic Sessions, University of Ruhuna, Matara, Sri Lanka.
C.V. Rathnayake, H.S.C. Perera, S.A. Buddhika, T.R. Wijesundara (2009). Attitudes towards Local and Imported Clothing: An Empirical Investigation among Young Consumers International Research Conference in Management and Finance, University of Colombo, Sri Lanka.

Abstract

Yapa ,D.A.J & Wijesundara T.R (2020), Impact of E-WOM on the Curiosity about the Hotels: The Mediation Effect of Product Involvement, 7th International Conference on Business Management, Lahore, Pakistan
Saleeth,S.S, Wijesundara T.R (2020), Excessive Social Networking Sites Usage and Online Compulsive Game Buying: The Mediating Role of Consumer Materialism, 7th International Conference on Business Management, Lahore, Pakistan
Wijesundara, T. R. (2014), Social Media Usage Pattern among the Undergraduates, 11th Academic Sessions, University of Ruhuna, Matara, Sri Lanka.
Wijesundara, T.R. & Rathnayake, C.V (2010). Media Planning Strategies and Consumer Media habits: the Case of Nestomalt, 7th Academic Sessions, University of Ruhuna, Matara, Sri Lanka

Books and book chapters

Kumara, P.A.P.S, Wijesundara T.R, (2021), Contemporary Business Management Teaching Case Development: A Perspective Case Method for Digital Natives, Teaching and Research, Ed Ajoy Kumar Dey, Bloomsbury Publishing, New Dhilli.
T.R Wijesundara. (2012), Multinational Organizations in Developing Countries, Benefits from Inadequate Institution in Sri Lanka, LAP LAMBERT Academic Publishing, ISBN 978-3-8484-9010-3
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