Wickramasinghe, M. C. J.Wijenayaka, S. I.2025-07-182025Wickramasinghe, M. C. J., & Wijenayaka, S. I. (2025). The Impact of Influencer’s Message Value and Credibility on Consumer Trust: Special Reference of Luxury Branded Cosmetics in Sri Lanka. 9th Student Research Conference in Marketing. Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka.http://repository.kln.ac.lk/handle/123456789/29750Influencer 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.AttractivenessCredibilityEntertainment ValueExpertiseInfluencer MarketingInformational ValueLuxury Branded CosmeticsMessage ValueTrustworthinessArticle