Abstract:
Social media and influencer marketing have become emerging topics in marketing
and consumer behaviour, marking a new era of consumption where influencers
increasingly shape everyday purchasing decisions. Although existing literature has
paid considerable attention to understanding this phenomenon, there has been limited
focus on developing contexts, highlighting an important research gap. Therefore, this
study examines how social media influencer marketing affects customer purchase
intention in the fast-food industry of Sri Lanka's Western Province, addressing this
gap. Social media influencers have become influential marketing agents, shaping
consumer behaviour and brand perception. The research investigates how influencer
marketing can boost purchase intentions by fostering brand trust, offering strategic
guidance for fast-food businesses in competitive markets. Using a quantitative,
deductive approach, the study developed a theoretical framework linking influencer
marketing, brand trust, and purchase intention. Data were gathered through
convenience sampling, from 384 consumers in the Western Province and analysed
statistically to test hypotheses. Results reveal that social media influencer marketing
has a positive effect on purchase intention, with brand trust significantly mediating
this relationship. Key influencer attributes (attractiveness, expertise, and
trustworthiness) are essential in influencing consumer perceptions and decisions. The
findings contribute to academic knowledge by clarifying how social media
influencers impact consumer behaviour in the fast-food sector. Additionally, the
study provides practical recommendations for marketers aiming to strengthen brand
trust and customer engagement through targeted social media strategies. Overall, this
study highlights the strategic importance of influencer marketing in Sri Lanka's fast-food industry and underscores the crucial role of brand trust in driving customer
purchase intentions. These insights are valuable for businesses seeking to optimise
their digital marketing efforts amid a rapidly evolving social media landscape.
