Jayawardena, Nirma Sadamali, Bandyopadhyay, Chinmoy and Bibi, Gulshan (2024) From Interaction to Immersion : Exploring AR and VR's transformative role in consumer engagement. In: Improving service quality and customer engagement with marketing intelligence. IGI Global Publishing, pp. 143-166. ISBN 9798369368138

Mishra, Udgam, Jayawardena, Nirma Sadamali and Thaichon, Park (2024) Exploring the role of artificial intelligence for luxury hotel brands. In: Technology and luxury hospitality : AI, Blockchain and the metaverse. Routledge, London, pp. 278-294. ISBN 9781003488248

Jayawardena, Nirma Sadamali, Thaichon, Park, Quach, Sara and Bandyopadhyay, Chinmoy (2024) Future of ChatGPT in marketing. Ceylon Today.

Lavuri, Rambabu, Kaul, Dimple, Mohan, Geetha, Jayawardena, Nirma Sadamali and Thaichon, Park (2023) Identifying factors influencing purchase intention of sustainable luxury retailing products. International Journal of Retail & Distribution Management. ISSN 0959-0552 (In Press)

Jayawardena, Nirma Sadamali, Quach, Sara, Bandyopadhyay, Chinmoy and Thaichon, Park (2023) Exploring the differential effects of consumer brand attitude persuasion for printed advertisements in luxury and nonluxury brands. Asia Pacific Journal of Marketing and Logistics. ISSN 1355-5855 (In Press)

Behl, Abhishek, Jayawardena, Nirma Sadamali, Bhardwaj, Shikha, Pereira, Vijay, Giudice, Manlio del and Zhang, Justin (2023) Examining the failure of gamification in implementing innovation from the perspective of problematization in the retail sectors of emerging economies. Technovation. ISSN 01664972 (In Press)

Chavali, Kavita, Mavuri, Sudha, Jayawardena, Nirma Sadamali and Gupta, Manish (2023) What is the impact of knowledge hiding behavior on subjective career success? The role of career barriers for finance professionals in modifying their career prospects. International Studies of Management & Organization. ISSN 1558-0911 (In Press)

Jayawardena, Nirma Sadamali and Dewasiri, Narayanage Jayantha (2023) Food acquisition and consumption issues of South Asian countries: A systematic literature review and future research agenda. FIIB Business Review. ISSN 2455-2658 (In Press)

Jayawardena, Nirma Sadamali, Quach, Sara, Thaichon, Park, Ross, Mitchell, Weaven, Scott and Behl, Abhishek (2023) Organisational and regulatory strategies to combat false news circulation on social media. Journal of Strategic Marketing. ISSN 1466-4488 (In Press)

Behl, Abhishek, Jayawardena, Nirma Sadamali, Pereira, Vijay, Jabeen, Fauzia, Jain, Kokil and Gupta, Manish (2023) Engaging and motivating crowd-workers in gamified crowdsourcing mobile apps in the context of logistics and sustainable supply chain management. Annals of Operations Research. ISSN 02545330 | 15729338 (In Press)

Behl, Abhishek, Jayawardena, Nirma Sadamali, Pereira, Vijay, Jabeen, Fauzia, Jain, Kokil and Gupta, Manish (2023) Enhanced permeability of cellulose acetate ultrafiltration membrane by incorporation of cellulose graft copolymer. Annals of Operations Research. ISSN 1572-9338 (In Press)

Jayawardena, Nirma Sadamali, Chavali, Kavita, Dewasiri, Narayanage Jayantha, Perera, Charitha Harshani, Koswatte, Isuru, Pereira, Vijay, Gupta, Manish and Mardani, Abbas (2023) Exploring the challenges in developing and managing digital agility among sri lankan family business owners during the economic crisis situation. Journal of Global Information Management, 31 (08). pp. 1-22. ISSN 1062-7375

Koswatte, Isuru, Fernando, Chandrika and Jayawardena, Nirma Sadamali (2023) The dark side of online transition of exams in higher education: A perspective of an emerging nation. VINE Journal of Information and Knowledge Management Systems, 53 (05). pp. 1005-1024. ISSN 2059-5891

Behl, Abhishek, Jayawardena, Nirma Sadamali, Shankar, Amit, Gupta, Manish and Lang, Le Dang (2023) Gamification and neuromarketing: A unified approach for improving user experience. Journal of Consumer Behaviour, 23 (1). pp. 218-228. ISSN 1479-1838

Jayawardena, Nirma Sadamali, Thaichon, Park, Quach, Sara, Razzaq, Ali and Behl, Abhishek (2023) The persuasion effects of virtual reality (VR) and augmented reality (AR) video advertisements: A conceptual review. Journal of Business Research, 160: 113739. ISSN 0148-2963

Behl, Abhishek, Sampat, Brinda, Pereira, Vijay, Jayawardena, Nirma Sadamali and Laker, Benjamin (2023) Investigating the role of data-driven innovation and information quality on the adoption of blockchain technology on crowdfunding platforms. Annals of Operations Research. ISSN 1572-9338 (In Press)

Behl, Abhishek, Pereira, Vijay, Jayawardena, Nirma Sadamali, Nigam, Achint and Mangla, Sachin Kumar (2023) Gamification as an innovation: A tool to improve organizational marketing performance and sustainability of international firms. International Marketing Review. ISSN 0265-1335 (In Press)