The Impact of Social Media Influencer’s Credibility on Gen Z Purchase Intentions with the Mediating Role of Brand Image Special Reference to the Sri Lankan Restaurant Industry

Abstract

Social media has reshaped how businesses connect with their audiences, and the restaurant industry has eagerly embraced these changes. The growing influence of social media influencers has brought a fresh perspective to marketing, offering brands a way to engage directly with their target audiences. This study examines the role of influencer credibility defined by expertise, trustworthiness and attractiveness in shaping the purchasing decisions of Generation Z consumers in Sri Lanka. Additionally, it highlights how brand image acts as a bridge, amplifying the connection between influencer credibility and consumer purchase intentions. The research relies on the Source Credibility Model and the Elaboration Likelihood Model to ground its findings. A quantitative approach formed the backbone of this study, involving structured questionnaires distributed to 345 respondents. Using correlation and regression analyses the research reveals some fascinating insights. Among the three components of influencer credibility, expertise emerged as the most influential factor in driving purchase decisions. This suggests that Gen Z consumers in Sri Lanka gravitate toward influencers who demonstrate deep knowledge and authority in their respective niches. While trustworthiness and attractiveness also play important roles in swaying consumer behavior, their influence is somewhat secondary compared to expertise. The findings also underscore the importance of brand image as a mediator in this dynamic. A strong and cohesive brand image not only enhances the effectiveness of influencer endorsements but also solidifies consumer trust and interest. This highlights the strategic value of investing in a brand image that resonates with the target audience, making influencer marketing efforts more impactful. For marketers in the restaurant industry, these insights are especially relevant. The study emphasizes the need to collaborate with influencers who align closely with the brand’s identity and values. Generation Z, known for its digital savviness and preference for authenticity, responds positively to influencers who come across as both credible and relatable. At the same time, developing a compelling brand image becomes a critical part of the strategy, ensuring that influencer campaigns not only grab attention but also leave a lasting impression. What makes this study particularly valuable is its focus on Sri Lanka, a culturally distinct and dynamic market. By tailoring strategies to fit the preferences of local consumers, businesses can create more meaningful connections with their audience. The findings also contribute to the broader academic discourse on influencer marketing, shedding light on its impact in emerging economies. In summary, this research highlights how social media influencers, when paired with a well-defined brand image, can significantly influence consumer behavior. For businesses in the restaurant sector, it offers a clear roadmap focus on credible influencers, strengthening the brand image, and engaging with Generation Z on their terms. By doing so, marketers can stay competitive and relevant in a fast-evolving, digital-first marketplace.