9th Student Research Conference in Marketing (SRCM) - 2025
Permanent URI for this collectionhttp://repository.kln.ac.lk/handle/123456789/29644
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Item Exploring the Impact of Influencers on Brand Trust in Cosmetic Brands: Examining the Mediating Role of Perceived Influencer Credibility and the Moderating Effect of Brand Experience in the Western Province, Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Senarathne, A. I. U.; Udovita, P. V. M. V. D.This study examines the impact of influencers on brand trust in Sri Lanka’s cosmetic industry, focusing on the mediating role of perceived influencer credibility and the moderating effect of brand experience. The research explores how influencer characteristics—expertise, trustworthiness, and attractiveness—shape consumer perceptions, with perceived influencer credibility acting as a bridge to foster trust. Grounded in the Source Credibility Theory and Brand Experience Model, the study addresses gaps in understanding the interplay between influencer attributes, credibility, and brand trust, offering localized insights into effective influencer marketing strategies. A quantitative, cross-sectional research design was adopted under a positivist philosophy. Primary data were collected through a structured questionnaire from 295 respondents in the Western Province, ensuring a diverse and trend-sensitive sample. Descriptive statistics characterized the demographic profile, while inferential analyses, including regression and structural equation modeling, tested hypotheses and explored the relationships between influencers, perceived credibility, brand trust, and brand experience. Ethical considerations such as informed consent and data confidentiality were strictly maintained. The findings confirm that perceived influencer credibility significantly mediates the relationship between influencers and brand trust. Influencer attributes—expertise, trustworthiness, and attractiveness—positively impact consumer confidence in endorsed brands. Additionally, brand experience moderates this relationship, where positive brand experiences enhance the trust-building effect of credible influencers, while negative experiences weaken this effect. These results underscore the importance of combining influencer marketing with strong brand experiences to build lasting consumer trust. The study is geographically limited to Sri Lanka’s Western Province, restricting its generalizability to other regions and industries. The cross-sectional design prevents an analysis of long-term trends in consumer behavior. Furthermore, reliance on self-reported data introduces potential biases, and the exclusive use of quantitative methods limits an in-depth exploration of emotional and psychological aspects of brand trust. Theoretically, this research extends the Source Credibility Theory by emphasizing the mediating role of perceived influencer credibility in trust formation. It also integrates the Brand Experience Model to highlight the moderating influence of experiential factors. Practically, the findings suggest that cosmetic brands should collaborate with influencers who demonstrate strong credibility and alignment with brand values. Additionally, delivering consistent and engaging brand experiences can amplify the effectiveness of influencer endorsements. Future research could explore additional moderating factors, such as cultural influences or technological advancements like virtual influencers, using longitudinal and mixed-method approaches for a deeper understanding of influencer marketing dynamics.