Abstract:
Social media has become a powerful factor on consumer decisions, particularly in the
cosmetics industry where young consumers rely on online reviews, influencers, and
digital content. In Sri Lanka, however, limited research has explored how social
media content affects cosmetic purchase decisions, creating a need to understand
these influences in a local context. This study investigates four key factors including
influencer attractiveness, electronic word-of-mouth (e-WOM), information quality,
and credibility and their impact on the purchasing intention of young cosmetic users.
The main objective is to assess the influence of these factors and identify the strongest
effect. A quantitative survey of 323 respondents, aged 18–34 was conducted, and data
were analyzed using SPSS. Reliability tests confirmed consistency (Cronbach’s
Alpha > 0.7). Correlation results indicated significant positive associations between
all factors and purchasing intention (p < 0.01). Regression analysis (R² = 0.62, F =
130.25, p < 0.001) showed that credibility (β = 0.356) and information quality (β =
0.298) are the strongest predictors, while influencer attractiveness (β = 0.215) and e WOM (β = 0.198) also play notable roles. The findings highlight that Sri Lankan
youth value trustworthy and relevant social media content while also being influenced
by appealing influencers and peer recommendations. These insights provide practical
guidance for cosmetic brands to build effective digital marketing strategies and
contribute to the broader understanding of consumer behavior in emerging markets.
