The Influence of YouTube Influencers' Trustworthiness on Followers' Purchase Intentions: A Study of the Sri Lankan Restaurant Industry

Abstract

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.