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

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

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Author: search.filters.author.Wijenayaka, S. I.Subject: search.filters.subject.Purchase Intention

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    The Influence of YouTube Influencers' Trustworthiness on Followers' Purchase Intentions: A Study of the Sri Lankan Restaurant Industry
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Madhuranga, L. P.; Wijenayaka, S. I.
    This study explores the impact of YouTube influencers' trustworthiness on followers' purchase intentions, with a special focus on the Sri Lankan restaurant industry. The central research question guiding this study is: “Investigating the impact of trustworthiness of social media influencers on YouTube on followers' purchase intention: Special reference to the restaurant industry in Sri Lanka.” The primary objective is to identify how influencer trustworthiness influences consumer decisions in this sector. Additionally, the study examines the specific roles of honesty, content trustworthiness, reliability, and authenticity in shaping consumer behavior. Positioned within the growing literature on influencer marketing, this research provides insights relevant to both academia and industry practitioners. The conceptual framework illustrates the relationship between influencer trustworthiness and followers' purchase intentions in the restaurant industry. It posits that influencer trustworthiness—measured through honesty, expertise, and reliability—positively affects followers’ attitudes toward the influencer’s recommendations, ultimately increasing their likelihood of visiting or purchasing from promoted restaurants. This framework is supported by prior research, including Galina Ilieva (2024), which emphasizes the significance of these three trustworthiness dimensions in influencing consumer behavior. A quantitative approach was adopted, utilizing structured questionnaires distributed in the Western Province of Sri Lanka. The study targeted individuals familiar with the restaurant industry and influencer marketing, yielding 404 valid responses. Statistical analyses, including reliability testing, correlation analysis, and regression analysis, were conducted using SPSS to assess the relationships between trustworthiness dimensions and purchase intention. The hypotheses testing results confirm significant positive relationships between all three dimensions of trustworthiness—Honesty, Expertise, and Reliability—and Purchase Intention. Honesty (β = 0.123, p = 0.011) significantly influences followers' willingness to act on recommendations, highlighting the importance of authenticity. Expertise (β = 0.112, p = 0.023) further strengthens purchase intention by enhancing influencer credibility. Reliability (β = 0.219, p = 0.000) emerged as the strongest predictor, reinforcing the critical role of consistency and dependability in fostering consumer trust. These findings align with prior studies emphasizing the role of trustworthiness in influencer marketing and highlight the significant impact of reliability in shaping consumer purchasing behavior. However, the research is limited by its geographical scope, as the sample is confined to the Western Province of Sri Lanka. Additionally, the exclusive focus on YouTube influencers may not fully capture variations across other social media platforms. Future research could explore trustworthiness in broader regional or cross-platform contexts. Theoretically, this study contributes to influencer marketing literature by emphasizing key trustworthiness dimensions that drive purchase intention. Practically, the findings offer actionable insights for marketers, stressing the importance of selecting influencers with high reliability, honesty, and expertise to foster consumer trust. Policymakers may also leverage these insights to establish ethical guidelines for influencer marketing. Future studies could extend this research to other industries and explore cross-cultural or platform-based comparisons.
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    The Impact of Experiential Marketing on Purchase Intention: Mediating Role of E-Word of Mouth with Special Reference to Restaurants in the Colombo District
    (Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Herath, H. M. I. L.; Wijenayaka, S. I.
    This study was conducted to examine the impact of experiential marketing on purchase intention, with a particular focus on the mediating role of electronic word of mouth (eWOM) within the restaurant industry in the Colombo district of Sri Lanka. Experiential marketing, which involves creating memorable and engaging consumer experiences, has become a critical component in shaping consumer behavior, especially in industries such as restaurants, where customer perceptions and experiences directly influence purchasing decisions. The study explores how the five key dimensions of experiential marketing—sense, feel, think, act, and relate experiences—affect consumer behavior. Additionally, the research investigates how eWOM acts as a mediating factor that enhances the relationship between experiential marketing and purchase intention. The study employs a quantitative research approach, gathering primary data from 344 respondents, out of an initial sample of 385, who have dined at restaurants in the Colombo district. After data cleaning, 327 valid responses were analyzed using SPSS 26. The results confirm that experiential marketing has a significant and positive impact on purchase intention. Among the five dimensions of experiential marketing, the sense, feel, think, and act experiences were found to play critical roles in shaping consumer purchase behavior. These dimensions—each targeting different aspects of the consumer’s sensory, emotional, cognitive, and behavioral responses—are essential in influencing a consumer's decision to purchase. However, the study reveals that the relate experience dimension, which emphasizes creating connections between consumers and the brand or other customers, does not significantly impact purchase intention in this context. The study also highlights the important mediating role of eWOM in the relationship between experiential marketing and purchase intention. The findings underscore how eWOM serves as a powerful tool for amplifying the effects of experiential marketing by spreading information about dining experiences. Positive online reviews, recommendations, and shared experiences significantly influence consumers’ purchasing decisions, as eWOM increases awareness, builds trust, and encourages engagement. This highlights the importance of digital communication in restaurant marketing strategies, suggesting that eWOM is not only an extension of traditional word-of-mouth but also a vital mechanism for enhancing the marketing efforts of restaurant businesses. Despite its contributions, the study has several limitations. One of the key limitations is its geographic focus on the Colombo district, which may restrict the generalizability of the findings to other regions within Sri Lanka or internationally. Additionally, the cross-sectional nature of the research limits the ability to capture long-term trends or changes in consumer behavior over time. Future research could address these limitations by exploring similar dynamics in different cultural and industrial contexts and adopting longitudinal designs to better understand how consumer behaviors evolve over time, particularly in response to changing marketing strategies or external influences. This research contributes both theoretically and practically to the fields of experiential marketing and eWOM. Theoretically, it enriches the literature by exploring the impact of experiential marketing on purchase intention and by clarifying the mediating role of eWOM within the Sri Lankan restaurant industry. From a practical perspective, the findings offer actionable insights for restaurant managers and marketers. The study emphasizes the importance of designing sensory, emotional, cognitive, and behavioral experiences that resonate with consumers, and it highlights the potential of eWOM as a tool to amplify these experiences and encourage greater customer engagement. The results suggest that restaurant marketers should invest in creating compelling and memorable experiences while leveraging digital platforms to encourage satisfied customers to share their experiences with others, thus further driving brand awareness and purchase intentions.