Impact of Social Media Influencers on Post-purchasing Dissonance of Sri Lankan Brand New Mobile Phone Industry; With Moderating Effect of Consumer Income Level

Abstract

This study investigates the impact of social media influencers in mitigating post-purchase dissonance within Sri Lanka’s brand-new mobile phone market, with a particular focus on the moderating role of consumer income levels. Addressing a critical gap in existing literature, the research examines how key influencer characteristics—attractiveness, trustworthiness, and expertise—affect consumers’ post-purchase perceptions. By integrating Source Credibility Theory and Social Exchange Theory, the study offers new insights into influencer marketing in an emerging market context and provides strategic implications for targeting income-diverse consumer segments.

A quantitative research approach was adopted, utilizing a structured survey distributed to 390 respondents across urban, suburban, and rural areas of Sri Lanka. The data were analyzed using regression techniques to evaluate the relationships between influencer characteristics, income levels, and post-purchase dissonance. The results provide strong empirical support for the study’s hypotheses.

Findings indicate that the expertise and attractiveness of social media influencers significantly reduce post-purchase dissonance among Sri Lankan consumers, reinforcing prior research based on Source Credibility Theory. However, trustworthiness did not have a significant impact, as consumers exhibited skepticism toward influencers who frequently promote brand-sponsored content. Additionally, income level emerged as a significant moderator, with lower-income consumers experiencing heightened post-purchase dissonance due to their greater sensitivity to financial risks. These findings underscore the importance of tailored influencer marketing strategies that consider consumer income variations.

Despite its contributions, the study is limited in scope to Sri Lanka’s mobile phone sector, making its generalizability to other industries uncertain. Moreover, reliance on self-reported data may introduce social desirability bias, and the absence of qualitative insights from influencers and brands restricts a deeper understanding of influencer marketing strategies.

From a theoretical perspective, this study extends the literature on social media influencer marketing by contextualizing it within an emerging economy, highlighting the intersection of influencer attributes and consumer income levels. Practically, the findings offer valuable guidance for marketers and policymakers, emphasizing the importance of authentic, visually engaging, and knowledge-driven influencer content to minimize post-purchase dissonance. The research also provides a conceptual framework for similar studies in other developing markets, encouraging further exploration of income-based segmentation strategies in influencer marketing.