A STUDY OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BUYING BEHAVIOUR IN GAMPAHA DISTRICT SRILANKA

Abstract

The dynamic evolution of social media, propelled by technological advancements and increased smartphone usage, has significantly altered the way individuals interact and share content online. This transformation has led to the rise of social media influencers, who leverage their substantial follower bases to impact the purchasing decisions of their audience. By presenting themselves as experts and authentic voices, influencers have become pivotal in marketing strategies, offering unique advantages over traditional advertising methods. This study investigates the role of social media influencers in shaping consumer buying behavior, particularly in the Gampaha district of Sri Lanka, where social media usage mirrors global trends. Despite the growing utilization of influencer marketing in Sri Lanka, there is a notable gap in research specifically addressing its impact on consumer behavior in this region. This study aims to fill this gap by analyzing how social media influencers affect the purchasing decisions of consumers in the Gampaha district. Utilizing a combination of descriptive, correlation, and regression analyses, the research examines the levels of influence and the relationships between various influencer traits and consumer buying behavior. The study's findings indicate a strong positive relationship between influencer attributes such as empathy, persuasion, impact, and communication, and consumer buying behavior, highlighting the significant role influencers play in the consumer decision-making process. The research also explores the potential negative effects of influencer marketing, such as unethical practices and the promotion of materialism, which can adversely affect consumer trust and brand perception. By providing insights into both the positive and negative outcomes of influencer marketing, the study offers valuable recommendations for marketers and businesses on optimizing their strategies. The results contribute to the limited academic literature on influencer marketing in Sri Lanka and provide actionable insights for leveraging influencers to drive Sales and enhance consumer engagement in the Gampaha district.