http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/119 2026-06-04T13:26:00Z 2026-06-04T13:26:00Z Tharshiga, P. Vijayakumaran, R. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12698 2026-06-03T04:22:43Z 2026-01-01T00:00:00Z

Title: Green Finance and Rural Entrepreneurship Development: Evidence from Sri Lanka on the Mediating Role of Perception of Green Finance Authors: Tharshiga, P.; Vijayakumaran, R. Abstract: Green finance has emerged as a central policy and financial tool for promoting sustainable and inclusive economic growth, particularly in rural economies dominated by small and medium-sized enterprises (SMEs). Rural entrepreneurs in post-conflict and agrarian regions such as Jaffna District, Sri Lanka, face structural constraints in accessing formal finance and adopting sustainable business practices, thereby limiting the effectiveness of green finance to financial availability alone. This study examines the relationship between green finance and rural entrepreneurship development in Sri Lanka, with a particular focus on the mediating role of green finance perception among rural entrepreneurs in Jaffna. A quantitative, cross-sectional design was adopted, with primary data collected via a structured questionnaire from 152 rural entrepreneurs (out of 200 distributed) across divisional secretariat areas in Jaffna. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) employing a two-step approach encompassing measurement model and structural model assessment. The results demonstrate that green finance positively influences rural entrepreneurship development both directly and indirectly through perceptions of green finance, with a total effect and an R² of 0.62. Green finance strongly shapes entrepreneurs’ understanding, trust, and valuation of environmentally oriented financial products, while perceptions of green finance have a substantial positive impact on entrepreneurial development. The mediation analysis confirms that perception functions as a critical behavioural channel through which green finance translates into entrepreneurial outcomes, indicating that financial resources alone are insufficient to drive sustainable entrepreneurship without accompanying awareness, trust, and understanding. By providing context-specific empirical evidence from a post-conflict and environmentally vulnerable region, this study contributes to the literature on green finance and sustainable entrepreneurship and offers policy-relevant insights for designing inclusive, perception-driven green finance initiatives that support rural development.

2026-01-01T00:00:00Z Tharshiga, P. Subramaniam, V.A. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12697 2026-06-03T04:15:54Z 2026-01-01T00:00:00Z

Title: Liquidity Risk and Asset–Liability Dynamics in Sri Lankan Licensed Commercial Banks Authors: Tharshiga, P.; Subramaniam, V.A. Abstract: The study examines the relationship between asset–liability structure and liquidity risk in Sri Lankan commercial banks. Unlike prior South Asian banking studies, this study specifically focuses on Sri Lanka’s licensed commercial banking sector, leveraging its monthly data frequency and extended sample period to capture both post-global financial crisis and post-Easter Sunday attack structural dynamics, thereby offering a differentiated empirical contribution. Liquidity management is a critical aspect of banking sector stability, particularly in economies where banks play a dominant role in financial intermediation. The primary objective of this study is to analyse how lending behaviour, funding structure, and balance-sheet adjustments influence liquidity risk over time. For analysis purposes, it employs monthly balance sheet data from commercial banks spanning January 2010 to December 2023, covering a long observation period. Liquidity risk is measured using the loan-to-deposit ratio as the primary balance-sheet-based indicator, capturing funding liquidity risk. This measure is preferred over regulatory proxies such as the LCR and NSFR, given data availability over the full sample period. Key explanatory variables include the loan-to-deposit ratio, borrowing dependence, and loan growth. An autoregressive distributed lag modelling framework is adopted to capture both short-run dynamics and long-run equilibrium relationships among the variables. ARDL is selected over VAR/VECM given the mixed order of integration among variables, confirmed by unit root tests. Seasonality and structural breaks in the monthly data are addressed through appropriate dummy variables. The potential for reverse causality between loan growth and liquidity risk is acknowledged and addressed through the ARDL framework's lag structure and robustness checks. The empirical findings reveal that liquidity risk exhibits strong persistence, indicating gradual adjustment following shocks. Lending expansion and rapid credit growth are found to exert immediate pressure on liquidity conditions, while subsequent adjustments reflect banks’ balance-sheet rebalancing. Borrowings are shown to provide short-term liquidity support; however, their lagged effects indicate increased vulnerability, suggesting that reliance on borrowing as a liquidity management strategy is not sustainable in the long run. The long-run results confirm the existence of a stable equilibrium relationship between liquidity risk and bank balance-sheet characteristics. The study highlights the importance of prudent asset–liability management in maintaining banking sector liquidity. The findings provide policy-relevant insights for bank managers and regulators, emphasising the need for balanced credit growth and stable funding structures to enhance financial stability in Sri Lanka.

2026-01-01T00:00:00Z Dilogini, S. Laxman, P.G.H.M. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12678 2026-05-26T05:29:50Z 2025-01-01T00:00:00Z

Title: Student Perceptions of Facebook Marketing in Higher Educations: A Case Study of the University of Jaffna, Sri Lanka Authors: Dilogini, S.; Laxman, P.G.H.M. Abstract: This study explores how Facebook marketing shapes student perceptions of Higher Education Institutions (HEIs), focusing on the state-owned University of Jaffna, Sri Lanka. While Facebook is a common global marketing tool for HEIs, its specific effectiveness and reception in state universities within developing nations remain underexplored. This research addresses that gap. A thematic analysis of interviews with 26 MBA students revealed six key themes. Findings highlight Facebook’s advantages: it is cost-effective, offers broad youth reach and fosters interactive communities among prospective students, current students and alumni. This access to peer insights and visual content directly influences application decisions. However, significant challenges were also identified, including content over-saturation, perceived credibility issues compared to official websites, algorithmic constraints on organic reach and risks from unmanaged negative feedback. While Facebook drives stronger general engagement than visually-focused platforms like Instagram or professionally-oriented networks like LinkedIn, it is less effective at reaching niche audiences such as international students. The study concludes that for state-owned HEIs in contexts like Sri Lanka, Facebook is a valuable yet limited tool. To maximize its potential, it must be integrated into a broader multi-platform strategy. Practical recommendations include creating engaging, credible content; using targeted ads to supplement organic reach; and proactively managing online reputation. This research offers original insights and actionable guidance for universities in developing nations to refine their social media marketing for improved student recruitment and engagement.

2025-01-01T00:00:00Z Shivany, S. Kavitha, S. http://repo.lib.jfn.ac.lk/ujrr/handle/123456789/12638 2026-05-08T04:17:33Z 2019-01-01T00:00:00Z

Title: Enlightening the Livelihoods of Handy Craft Producers in Jaffna District: The Ways Forward Authors: Shivany, S.; Kavitha, S. Abstract: The critical challenges in eradicating poverty to meet sustainable incomes, as the number of peoples’ livelihoods are at lifeless stage. Therefore, government and other related authorities need to set out critical measures to ensure that low income or marginalized groups such as handicraft producers, petty businesspeople and disabled people meet their basic need via sustainable income through their livelihoods. Due to 30 years of prolonged war, many traditional livelihood activities had been transformed as handicraft works. Post-war technology applications and the intention toward peace and back to normal life, many windows affected by war, selected handicraft as their choice their choice to generate income for their day-to-day life, but still they faced many difficulties, to withstand these livelihoods. Even though these handcraft producers have many potentials in future, few research tried to explore these likelihoods, and failed to consult them through application-oriented research. This study used case study as qualitative methodology, to explore their problems. Purposive sampling method was used to collect Primary data from 19 handicraft producers in Jaffna, through in-depth interviews. This study identified problems of handicraft producers as inadequate infrastructure facilities, higher raw material price, lack of marketing facilities, lack of formal loan facilities, inadequate training, high cost of production, lack of knowledge about latest designs, existing market demand and facing difficulties to reach large audiences. The study suggests to the handicraft related organizations in Jaffna districts to train the producers for their capacity development and supports should be given to adopt case specific strategies for enlightening their livelihoods as handicraft making.

2019-01-01T00:00:00Z