Abstract:
Numerous industries have demonstrated outstanding improvements in marketing,
product variety, and many other areas as a result of technological advances. It is a fact
that the smartphone industry is one of the most competitive industries in the modem
world. The researchers explored the scope of the consumer buying behaviour with
many other factors and concepts, like the cost of gaining customers and those studies
raise the impact of brand consciousness on the relationship between social media
influencers and consumer buying behavior. Despite all of the findings that clearly
show a link between social media influencers, brand consciousness and consumer
buying behaviour, researchers haven't paid much attention to this phenomenon. The
knowledge available to identify the relationship between these three concepts is
limited. This research paper attempted to study the impact of brand consciousness
between social media influencers and the consumer buying behavior, specifically
referring to the smartphone industry in Sri Lanka. The objective of the research was to
determine whether there is a mediation effect of brand consciousness between social
media influencers and the consumer buying behavior of teenagers in the Kandy
district. Stratified randomly research model as a basic theory 384 customers was
selected in Kandy district. Data were obtained by using self - administrated
questionnaire and all analyzes were performed using SPSS 22 software. According to
major findings of the study, while There is a mediation effect of brand consciousness
between social media influencers and the have a direct and positive impact on
consumer buying behavior. The conclusion was finally made that there are positive
mediation effect of brand consciousness between social media influencers and the
consumer buying behavior of teenagers of smartphone industry Kandy district. The
finding show positive links between Consumer Buying Behaviour and Empathy,
Persuasion, Impact, and Communication. In view of the findings, suggestions have
been made towards supporting marketers make appropriate moves when making their
marketing strategies. Finally, relevant suggestions for further studies and limitations
of the study have been outlined.
