Symposia & Conferences
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Item The Impact of Influencer’s Message Value and Credibility on Consumer Trust: Special Reference of Luxury Branded Cosmetics in Sri Lanka(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Wickramasinghe, M. C. J.; Wijenayaka, S. I.Influencer marketing is a widely used marketing strategy in the Sri Lankan cosmetic industry today. However, many companies do not use this marketing strategy with proper understanding. For this reason, many brands do not improve their brand but rather damage it. Therefore, there is a decrease in trust among consumers. This study investigates the impact of influencers' message value and credibility on consumer trust within the context of luxury branded cosmetics in Sri Lanka. It seeks to address gaps in understanding how key components of influencer communication, such as information, entertainment, trustworthiness, attractiveness, and expertise, affect consumer trust. Building on existing literature, this research highlights cultural nuances specific to the Sri Lankan market, distinguishing it from global studies in the field. Key arguments and findings emphasize the roles of both emotional and informational appeal in shaping trust within high-value consumer sectors. The research adopts a quantitative approach grounded in a deductive methodology. Therefore, in this study, based on the literature, the study has developed an existing model and studied how influencer message value and credibility affect customer trust using a structured questionnaire survey with 27 questions involving 321 respondents aged 18 years or above. Statistical analyses were conducted using correlation and multiple regression techniques to test hypotheses derived from a conceptual framework. These analyses examine the relationships between influencers' message components and consumer trust within the luxury cosmetics sector in Sri Lanka. Results indicate that both message value and credibility significantly influence consumer trust. Informational and entertainment values were particularly instrumental in fostering trust, as were influencer attributes such as trustworthiness, attractiveness, and expertise. The study underscores the unique importance of culturally relevant and authentic marketing strategies in the Sri Lankan luxury beauty sector. The findings align with existing research in highlighting trust as a determinant of consumer engagement but contribute novel insights into local consumer dynamics and preferences. The study's scope is limited to luxury branded cosmetics within a single geographic market, potentially constraining the generalizability of findings. Additionally, reliance on self-reported data may introduce bias. Future research could expand the framework to include broader geographic contexts, as well as longitudinal analyses to observe changes over time. The findings offer theoretical contributions by validating and refining models linking message value and credibility to trust in the context of luxury goods marketing. Practically, the study provides actionable insights for brand managers and influencers in Sri Lanka, suggesting tailored strategies that prioritize credibility and consumer engagement. Future research should explore underrepresented factors such as parasocial relationships and the long-term effects of influencer collaborations.Item Impact of Social Media Influencers’ Credibility on Consumer Purchase Intention with Special Reference to the Beauty and Personal Care Industry among Females of Gen Z in Sri Lanka: with the Mediating Effect on Brand Trust(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Hulangamuwa, R. R. W. G. D. P.; Dissanayake, D. M. R.The personal care industry of Sri Lanka is features with significant dynamics whilst sector specific managerial and practical issues are also found due to market volatility. Accordingly, this study examines the impact of social media influencers’ credibility on consumer purchase intentions, with a focus on Gen Z females in Sri Lanka’s beauty and personal care industry. It investigates how influencers’ credibility characterized by attractiveness, trustworthiness and expertise affects brand trust and subsequently shapes purchasing behavior. The research aims to bridge empirical and practical gaps in understanding the mediating role of brand trust in influencer marketing within the Sri Lankan context. A quantitative research approach was employed, utilizing a structured questionnaire distributed among Gen Z females in Sri Lanka. The questionnaire measured influencers’ credibility, brand trust, and purchase intentions using a five point Likert scale. Data analysis involved correlation and regression tests to examine relationships among the variables, with special attention to the mediating effect of brand trust. The results demonstrate a significant positive relationship between influencers’ credibility and both brand trust and purchase intention. Brand trust was confirmed as a partial mediator, enhancing the direct effect of influencer credibility on purchase intention. These findings align with prior studies while emphasizing the critical role of influencers in shaping consumer perceptions and behaviors in the Sri Lankan beauty and personal care market. The study focuses exclusively on Gen Z females in Sri Lanka’s beauty and personal care sector, limiting the generalizability of findings to other demographics, industries, or cultural contexts. Furthermore, the rapid evolution of social media platforms and marketing strategies may influence the long-term applicability of the results. Theoretically, the study contributes to evaluate how influencer marketing could result in purchase intention whilst searching the power of brand trust as a mediating mechanism. As per the research context examined, this study offers actionable insights for marketers, emphasizing the need to collaborate with credible influencers to enhance brand trust and purchase intentions. Future research could further examine cross industry applications and the role of content quality and engagement metrics in influencer credibility.Item Impact of Influencer Marketing on Consumer Trust of Food Industry in Sri Lanka with the Mediating Impact of Consumer Perception(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Miranda, T. T.; Weerasiri, R. A. S.The research presented here examines the impact of influencer marketing on consumer trust in Sri Lanka's food industry while taking into account the mediating effects of consumer perception. In addition to the additional reading among other academics concentrating on the developing aspects of consumer trust and engagement, this study has helped to clarify the gaps between the many influencer attributes, such as image, credibility, innovation, and attractiveness. The results help us understand how these factors are interconnected and show the importance of influencers in establishing the relationship between customers and business entities. This study used a survey method to gather data from 404 respondents who were chosen by simple random selection as part of its quantitative research approach. A standardized online questionnaire with a 5-point Likert scale was used to collect data on factors like trust, consumer perception, and influencer attributes like creativity, innovativeness, attractiveness and image. To investigate relationships and validate the study's hypotheses, descriptive and inferential analysis, such as regression and correlation tests, were carried out using SPSS. According to the study, influencer qualities have a big impact on customer trust. Innovation had the most influence (72%), followed by trustworthiness (68%), attractiveness (65%), and image (60%). It was discovered that consumer perception successfully mediated these linkages, highlighting the part influencers play in establishing trust in the food sector. These results are consistent with earlier research highlighting the strategic value of influencer marketing in building customer trust. Based on the study's findings, consumer perception serves as a crucial mediating factor in the relationship between consumer trust in the Sri Lankan food industry and the four main components of influencer marketing: image, credibility, creativity, and content attractiveness. At 36%, influencer image held the biggest share, highlighting the significance of reputation, professionalism, and relatability in fostering trust. With a 29% contribution, credibility was the second most influential quality, highlighting the need for influencers to exhibit knowledge, dependability, and genuineness in order to inspire trust in their recommendations. At 21%, content creation highlighted how creative and captivating content can draw in customers and strengthen consumer trust at 14%, content attractiveness, on the other hand, demonstrated the importance of influencer attractiveness, and captivating narrative in maintaining customer trust. Credibility and trustworthiness were found to be the most important criteria overall, while appealing and original content was essential for preserving long-term customer trust. Assessing long-term trends is limited by the cross-sectional design of the study. Additionally, the sample is limited to Sri Lanka, which limits the findings' generalizability to other contexts, and the reliance on self-reported data introduces possible biases. By include consumer perception as a mediating variable, this study theoretically adds to the body of research on influencer marketing and trust. In practice, it provides marketers with useful information to create campaigns that prioritize creativity, innovativeness, attractiveness and image. Future studies can examine longitudinal patterns in the effects of influencer marketing or expand the geographic focus.