Abstract:
The aim is to identify the level and impact of social media influencers on consumer
decisions. The research utilizes a sample size of 385 respondents, selected using the
convenience sampling method to ensure a representative demographic of socialmedia
users within the Trincomalee District. Data were collected through a structured
questionnaire andanalyzed using correlation and regression techniques to examine the
relationship between various attributes of social media influencers and consumer
buying behavior' The results indicate a significant correlation between the expertise,
trustworthiness, likability, attitude, social attractiveness, and information quality of
social media influencers and the buying behavior of consumers. Specifically,
attributes such as trustworthiness and attitucle exhibit the highest correlation values,
emphasizing their critical role in shaping consumer decisions. Regression analysis
further confirms the substantial impact of these attributes on consumer buying
behavior, with the model explaining a significant portion of the variance in consumer
decisions. The findings conclude that social media influencers play a pivotal role in
influencing consumer behavior, and businesses should strategically leverage these
influencers to enhance their marketing efforts. Recommendations include focusing on
building the expertise and trustworthiness of influencers, as well as enhancing the
quality of information shared to foster better consumer:ingagement and drive sales.
Keywords: Social media
Attractiveness. Trust.
influencers, Customer buying behaviour. Social
