Impact of Influencer Marketing on Consumer Buying Decision: With Special Reference to Millennials in Fashion Industry in Southern Province of Sri Lanka

Abstract

In the digital era, influencer marketing has become a dominant strategy in shaping consumer behavior. Among various types of influencers, micro-influencers with smaller, yet highly engaged followings are gaining attention for their perceived authenticity and trustworthiness. This study investigates the impact of micro influencer marketing on the purchasing decisions of millennials in the fashion industry, specifically in the Southern Province of Sri Lanka. The research focuses on four independent variables: credibility, physical attractiveness, brand match-up, and content quality. Data were collected using a close-ended structured questionnaire distributed among a sample of 384 respondents, and analyzed using SPSS. Reliability analysis showed high internal consistency across all constructs (Cronbach’s alpha > 0.9). Correlation analysis revealed strong positive relationships between the independent variables and the dependent variable (purchase decision), with coefficients of 0.874 for credibility, 0.851 for physical attractiveness, 0.801 for brand match-up, and 0.807 for content quality. The model's R² value of 78.9% indicates that a significant proportion of variation in purchase decision can be explained by the selected variables. Findings suggest that millennials view Instagram-based micro-influencers as credible and relatable sources of product information and inspiration. While direct purchases may not always follow, influencer content plays a critical role in shaping awareness and consideration. The study concludes that micro-influencer marketing is an effective strategy for brands targeting millennial consumers in the fashion sector.