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

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

Browse

Filters

20252

Settings

Author: search.filters.author.Udara, S. W. I.Subject: search.filters.subject.Influencer Marketing

Search Results

Now showing 1 - 2 of 2
  • No Thumbnail Available
    Item
    Investigating the Impact of TikTok Influencers on Purchase Intention of Cosmetic Products among Gen Z in Sri Lanka: Examining the Mediating Effect of Consumer Trust
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Thamel, W. S. N.; Udara, S. W. I.
    The rapid growth of social media platforms, particularly such as TikTok, significantly impacts influencer marketing in the form of the way the brands connect with consumers. This study addresses the critical role of influencer marketing in an era where trust and authenticity are paramount in driving purchases, especially in industries like cosmetics that rely on customer confidence. The study analyzes the impact of TikTok influencer attributes by five key attributes such as expertise, interactivity, popularity, argument quality, and homophily, on the purchase intention of cosmetic products among Gen Z TikTok users in Sri Lanka, focusing on the mediating role of consumer trust. By examining the impact of influencer attributes, the researcher provides a nuanced understanding of how TikTok’s unique engagement can leverage purchase intention among Gen Z consumers, shaping consumer trust and providing useful information for marketers, influencers, customers, brands, and stakeholders by concentrating on specific attributes of the TikTok influencers. Highlighting a recent case in the Sri Lankan cosmetic market, such as the promotion of unauthorized products, the study emphasizes trust and authenticity in the influencer-driven market strategies. In 2024, TikTok reached over 1 billion active users worldwide, resulting in one of fast growing social media platforms, particularly among Gen Z, who form a substantial segment of its user base as platform species for short form video content and algorithm driven personalized feed. A quantitative research method was used, and the data was collected from the Gen Z TikTok users by using a structured questionnaire from 412 Gen Z TikTok users in Sri Lanka. The data was analyzed by applying correlation, multiple linear regression tests, and other relevant techniques using SPSS to outline influencer attributes, consumer trust, and purchase intention. Mediator analysis was used to assess the role of customer trust. The framework was developed by integrating insights from the existing literature and expert opinions in the industry. Based on that, four hypotheses were generated for the study. Overall, all four main hypotheses have supported the study, determining that TikTok significantly impacts the purchase intention of cosmetic products among Gen Z in Sri Lanka. The findings suggest that homophily (0.878) and interactivity (0.846) of influencers are the most effective factors for encouraging purchase intention, while popularity (0.784) has minimal significance among others. However, using correlation and regression analysis, the study's results reveal that Expertise does not significantly influence purchase intention. It also shows that consumer trust can mediate the effect of the influencer attributes on purchase intention, which means that influencers need to be genuine. The brands must be aligned with the consumer preferences when selecting the influencers without depending only on the follower base. The study is geographically limited to the Sri Lankan context and focuses exclusively on the TikTok organic engagement of the influencers and consumers, as paid advertising has not yet been introduced in the local landscape. In addition, self reported survey data may include biases in customer preferences and individual behaviors. Understanding these managerial implications accurately indicates that brands should aim at engaging influencers with high audience values, improve credibility and drive customer engagement. Brands can build trust and maximize influencer marketing on TikTok, growing its audience’s engagement with the content. The findings suggest that influencer marketing significantly impacts the intention to purchase cosmetic products, and the trust of social media influencers strongly mediates the intention to purchase. This research is part of social media marketing discussions to extend the understanding of TikTok influencers’ contribution to consumer behaviour based on literature. Future research should examine these types of contexts in diverse regions and industries, especially because paid media will be available for TikTok in the near future, considering the development of social commerce and customer engagement in a dynamic environment.
  • Thumbnail Image
    Item
    Impact of Micro-Influencers on E-Brand Loyalty of Online Consumers in Sri Lankan Ayurveda Cosmetic Industry: Moderating Effect of E-WOM
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) De Silva, G. W. K. N.; Udara, S. W. I.
    This study examines how micro-influencers affect online consumers' e-brand loyalty in the Sri Lankan ayurvedic cosmetics industry, with a particular focus on the moderating role of electronic word-of-mouth (E-WOM). The digital era has significantly impacted the corporate environment, with social media marketing becoming a primary strategy for marketers to shape brand loyalty among their target audience. Influencer marketing has grown significantly in the digital era, with a global valuation of $21.1 billion in 2023. In Sri Lanka, the market for influencer advertising is expected to generate US$17.23 million in ad spending by 2024. Among various influencer categories, micro-influencers are seen as crucial in the growing significance of influencer marketing because they engage with niche audiences to shape consumer experiences with more personal and interactive content. Despite the growing importance of influencer marketing, gaps remain in understanding how micro-influencers influence brand loyalty, particularly in the Sri Lankan context. This study addresses these gaps by exploring how key micro-influencer attributes such as expertise, trustworthiness, and attractiveness impact e-brand loyalty and how E-WOM strengthens these relationships. A quantitative research approach was adopted, with data collected through an online survey. A sample of 385 participants was targeted, yielding 288 valid responses for analysis. The study measured key variables using a five-point Likert scale. Micro-influencers' trustworthiness, expertise, and attractiveness were considered independent variables, while e-brand loyalty served as the dependent variable, and E-WOM functioned as the moderator. Statistical analysis, including multiple linear regression and Andrew F. Hayes’ Process Macro in SPSS, was used to examine the relationships and moderating effects. The findings indicate that micro-influencer attributes significantly influence e-brand loyalty. Specifically, trustworthiness and attractiveness had a strong positive impact, whereas expertise showed no significant direct effect. However, the association between micro-influencer variables and e-brand loyalty was considerably modulated by E-WOM, which increased the influence of attractiveness and trustworthiness on e-brand loyalty outcomes. Given that the study focused exclusively on the Sri Lankan Ayurveda cosmetics market, its findings may not be generalizable to other industries or geographic regions. Additionally, reliance on self-reported data introduces potential biases, such as social desirability effects. Moreover, the study did not incorporate qualitative insights from brands or influencers regarding effective micro-influencer strategies, which could be explored in future research. This study makes important theoretical and practical contributions. It extends the literature on micro-influencer marketing by contextualizing its effects within the Sri Lankan market and examining the interplay between influencer attributes and E-WOM. By aligning with the Source Credibility Theory, the study enhances understanding of how micro-influencers foster brand loyalty through perceived trustworthiness and attractiveness, particularly when reinforced by E-WOM. From a practical standpoint, the findings offer valuable insights for marketers and policymakers, emphasizing the importance of building authentic, visually appealing, and trustworthy influencer relationships while leveraging E-WOM strategies to enhance consumer engagement. Additionally, the study provides a conceptual framework for future research in emerging economies, where digital marketing is rapidly evolving alongside cultural and technological shifts.