Social Media Marketing
Digital Marketing
Branding and Brand Strategy
Artificial Intelligence in Marketing
Consumer Psychology
Gender Equity and Equality
Women Empowerment and Leadership
SME Development and Digital Transformation
Consumer Behaviour and Decision-Making
Customer Relationship Marketing (CRM)
Jegashini, K. and Sathana, V. (2024). Personal branding through social media: The role of personal branding on professional growth, networking, and career development, 8th International Conference on Contemporary Management (ICCM – 2024) Under the sphere of Jaffna University International Research Conference -2024 (JUICe-2024), June 12 - 13, 2024, Page No 96. Article Link.
Jegashini, K, and Shivany, S (2024). Deceptive Social Media Marketing Tactics Utilizing Compromised Facebook accounts to Promote Fraudulent Bitcoin investment crimes: Evidence from Sri Lankan Facebook users, First International Conference on Criminology & Criminal Justice NEW HORIZONS IN CRIMINOLOGY AND CRIMINAL JUSTICE University of Sri Jayewardenepura, Sri Lanka October 3 – 4, 2024, Page No 54. Article Link.
Jegashini, K, and Shivany, S (2024). Building Brand Trust and Sustainability of MSMEs Through Storytelling: Strategies for Marketing Eco-Friendly Products, 3rd International Research Symposium on Management, Rajarata University of Sri Lanka. November 28, 2024, page No 172. Article Link.
Jegashini, K (2024). Assessing the Impact of AI Marketing Adoption on the Competitiveness and Economic Development of SMEs in Jaffna, 24th Annual International Postgraduate Research Conference (IPRC) – 2024 of the Faculty of Graduate Studies, University of Kelaniya, Sri Lanka. November 29, 2024, page No 129.Article Link.
Jegashini, K (2024). Exploring the Gender Pay Gap: Insights from Jaffna's Workforce. 2nd International Research Symposium on Gender Equity and Equality, Center for Gender Equity and Equality, University of Jaffna, Sri Lanka [IRSGEE-2024] December 2024, page No 66. Article Link.
Vinothiny, and Jegashini, K (2024). A Blind Woman's Journey of Education and Empowerment Against Gender-Based Harassment, 2nd International Research Symposium on Gender Equity and Equality, Center for Gender Equity and Equality, University of Jaffna, Sri Lanka [IRSGEE-2024] December 2024, page No 87. Article Link.
K.Jegashini,Shivany, S. (2024). AI-Powered Personalization and the Future of Customer Relationship Management (CRM) Strategies, 9th INTERDISCIPLINARY CONFERENCE OF MANAGEMENT RESEARCHERS (ICMR 2024), Sabaragamuwa University of Sri Lanka. (Best paper award) Article Link.
Sathyakumar, M., Shivany, S., Jegashini, K., & Dilogini, S. (2025). Identifying the challenges faced by Tamil individuals with deafness and hard of hearing in Sri Lanka: A study on sign language barriers. Second International Research Conference in Education (IRCE-2025), University of Jaffna, Sri Lanka, June 14–15, 2025, Page No. 49. Article Link.
Jegashini, K. (2025). Exploring first-year management undergraduate perceptions and learning outcomes of the flipped classroom approach in e-learning: A case study at OUSL, Jaffna Regional Centre. 29th Annual TASME Conference on Technological Advances in Science, Medicine, and Engineering, University of Toronto, Canada, July 5–6, 2025, Page No. 107.
Ganesan, N., Sangarathas, D., & Jegashini, K. (2025). AI usage by students in business information systems courses: An early survey. 29th Annual TASME Conference on Technological Advances in Science, Medicine, and Engineering, University of Toronto, Canada, July 4–6, 2025, Page No. 12.
Jegashini, K., & Shanmugathas, S. (2025). The role of generative artificial intelligence in shaping critical thinking skills among undergraduates. 29th Annual TASME Conference on Technological Advances in Science, Medicine, and Engineering, University of Toronto, Canada, July 4–6, 2025, Page No. 117.
Shivany, S. Dilogini, K.Jegashini, P.Pathmarajah (2024). The Emerging Digital Ecosystem of Online Marketing for Startups in the Covid-19 Era: Insights from Northern Province Sri Lanka. MENTOR The Journal of Business Studies, Faculty of Commerce and Management, Eastern University, Sri Lanka, Volume,8, Issue 2 Pages 67-84. Article Link.
Shivany, S , Dilogini, S , Jegashini, K & Thasika, T (2024). Fostering Gender Equality in Higher education: Incorporating outcome-based measures into review manuals to enhance the quality assurance in Sri Lankan state universities, 4th Ruhuna Quality Assurance Sessions – 2024 (RUQAS 2024), Pages 32-49. Article Link.
Goodwill, Sam. 2021. “Article Name Here.” Publication Name, January 1, 2023. Article Link.
Goodwill, Sam. 2021. “Article Name Here.” Publication Name, January 1, 2023. Article Link.
Goodwill, Sam. 2021. “Article Name Here.” Publication Name, January 1, 2023. Article Link.
Goodwill, Sam. 2021. “Article Name Here.” Publication Name, January 1, 2023. Article Link.
Goodwill, Sam. 2021. “Article Name Here.” Publication Name, January 1, 2023. Article Link.
Jegashini, K. (2025). Understanding customer journey mapping in digital marketing. Commerce Day Magazine, Kokuvil Hindu College. Article Link.