The Impact of Social Media Influencers on Consumer Engagement with Special Reference to International Education Consultancy Industry in Western Province: A Mediating Effect of Attitude Towards the Social Media Influencers

Abstract

This study examines the impact of social media influencers (SMIs) on consumer engagement in the international education consultancy industry in Sri Lanka’s Western Province. It explores the mediating role of consumer attitudes towards SMIs in bridging the gap between high consumer awareness and low engagement. The study identifies key influencer attributes—attractiveness, expertise, trustworthiness, and engagement quality—and assesses their influence on shaping consumer attitudes and engagement, contributing to effective marketing strategies in student recruitment.

A quantitative research approach was adopted, utilizing a structured survey instrument to collect primary data from 369 respondents in the Western Province. The conceptual framework links SMI characteristics, consumer attitudes towards SMIs, and customer engagement. Data were analyzed using IBM SPSS Statistics 25 through multiple regression models, correlation analysis, and descriptive statistics to evaluate the mediating role of consumer attitudes.

The results indicate that SMIs significantly influence consumer engagement in the international education consultancy industry. Attractiveness, expertise, and trustworthiness emerged as key predictors of favorable consumer attitudes, which, in turn, mediated the relationship between SMIs and consumer engagement. These findings align with previous research, reinforcing the effectiveness of personalized and relatable influencer marketing in fostering deeper consumer connections. The study highlights SMIs’ potential to enhance engagement by bridging the gap between consumer awareness and action.

The study is geographically limited to the Western Province, restricting the generalizability of findings to other regions or industries. Additionally, by focusing solely on the international education consultancy sector, the research does not account for variations in influencer marketing effectiveness across different industries. A longitudinal approach could be employed in future research to examine the long-term effects of influencer marketing on engagement.

Theoretically, this study contributes to the literature on social media influencer marketing by demonstrating the mediating role of consumer attitudes in driving engagement. Practically, the findings offer actionable insights for marketers in the international education consultancy sector. Organizations can enhance engagement by collaborating with credible, relatable influencers who align with their target demographic’s values and needs. This study provides a strategic framework for optimizing influencer partnerships to foster consumer trust, improve return on investment, and strengthen long-term customer relationships.