9th Student Research Conference in Marketing (SRCM) - 2025

Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644

Browse

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Impact of Tik Tok Influencers' Endorsements on Consumer Purchase Intention with an Emphasis on Local Restaurant Brands in Sri Lanka
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Atigala, D. D. D.; Mirando, U. J.
    Social media has a significant impact on how the modern world is built and influenced, affecting many aspects of human behavior, connection, and communication. Particularly among younger generations, TikTok is one of the most popular and active social networking sites. TikTok is an app that lets users follow and discover other people who share their interests, as well as share images and videos with their followers and also explore and follow other users with similar interests. TikTok had more than 1.5 billion monthly active users as of October 2023, making it the third most used social media platform after Facebook & YouTube. TikTok is not only a medium for personal expression and social networking but also a potent tool for marketing and advertising. TikTok is widely used by companies and brands to interact with their consumers, showcase their goods and services, and increase brand awareness and loyalty. In the realm of local restaurant brands within Sri Lanka, the impact of TikTok influencer endorsements on consumer purchase intention remains a relatively unexplored territory. This research aims to fill this gap in knowledge by investigating the influence of TikTok influencers on consumers' purchasing decisions within the Western province of Sri Lanka, specifically focusing on the context of local restaurant brands. By shedding light on this under-researched area, this study seeks to provide valuable insights into the effectiveness of influencer marketing strategies in the Sri Lankan Food market. Drawing upon quantitative research design, this study employed non-probability sampling and distributed a structured questionnaire via Google Forms and various social media platforms. The questionnaire incorporated 5-point Likert scales to capture respondents' perceptions regarding the impact of TikTok influencer endorsements on their purchase intention towards local restaurant brands. A robust dataset comprising 390 responses was collected from individuals aged 18 to 55 years and above. The Western province of Sri Lanka serves as the population of interest for this research. However, due to the limited existing research on the population, reliable information regarding its size remains unavailable. This study focuses on consumers residing in the Western province who actively use TikTok as a social media platform and exhibit a keen interest in local restaurant brands, forming a target demographic likely to be influenced by TikTok influencer endorsements. The results of this study revealed that factors such as likeability, expertise, and attractiveness associated with TikTok influencer endorsements have a positive and significant impact on consumers' purchase intention for local restaurant brands within the Sri Lankan market. However, interestingly, the credibility factor was found to have no significant impact on consumers' purchase intention. By addressing the dearth of research on the impact of TikTok influencer endorsements specifically within the Sri Lankan market of local restaurant brands, this study contributes to a more comprehensive understanding of influencer marketing dynamics. The insights gained from this research will assist local restaurant brands in formulating effective marketing strategies to leverage the power of TikTok influencers, capitalizing on factors such as likeability, expertise, and attractiveness to enhance their competitiveness within the Sri Lankan market.