Abstract:
The rise of social media platforms such as YouTube, Instagram, and TikTok has
established vloggers as powerful opinion influencers, particularly in the cosmetic
industry. This study investigated vloggers' physical attractiveness, social
attractiveness, and attitude homophily on purchase intentions of viewers, and the
mediating role played by relationship commitment among Generation Z consumers
in the North Central Province of Sri Lanka. The research problem addressed a
significant gap in current literature, where dimensions of attractiveness have been
explored independently without considering the functions of psychological trust and
emotional bonding (relationship commitment) in consumer behaviour. Guided by
Interpersonal Attraction, Social Influence Theory, and Commitment-Trust Theory,
the study adopted a positivist approach with a quantitative cross-sectional survey
design. The sample of 384 Generation Z consumers was given a standard online
questionnaire, selected through convenience sampling. The data was tested with
reliability and validity tests, correlation analysis, multiple regression, and mediation
analysis (SPSS & SEM) used to test the hypothesized hypotheses. Findings confirmed
that the three dimensions of vlogger’s attractiveness positively influence purchase
intention. Furthermore, commitment to the relationship also mediates these
relationships partially by focusing on psychological trust and emotional bonds in the
development of consumer behaviours. The findings established that while
attractiveness is the short-term reason for engagement, purchase intention is anchored
in the long run through relational commitment. Practically, the study offers
practitioner implications for cosmetic brands and marketers in developing influencer
partnerships beyond visual attraction to foster genuine, trustful, and emotionally
engaged consumer relationships.
