Abstract:
The Sri Lankan cosmetic market has rapidly expanded alongside increased social
media use, yet little is known about how influencer credibility shapes consumer
decisions. This study addressed this gap by examining the impact of Instagram
influencer credibility on purchase intention, with brand awareness as a mediating
variable. Specifically, the objectives are to investigate how attractiveness,
trustworthiness, and expertise influence purchase intention and to analyse the
mediating role of brand awareness in these relationships. A deductive, quantitative
design was employed. Data were collected from 384 Instagram users in Western
province via a structured questionnaire using convenience sampling. Data were
analysed using correlation, multiple regression, and mediation analysis in SPSS. The
findings indicated that attractiveness, trustworthiness, and expertise significantly and
positively influence purchase intention. Furthermore, brand awareness partially
mediated these relationships, reinforcing the link between influencer credibility and
consumer buying behaviour. These results suggested that credible influencers can
strengthen both brand awareness and purchase intention, underscoring their strategic
value in cosmetic marketing campaigns. The study contributes to academic literature
by extending source credibility theory within a South Asian context and highlighting
the mediating role of brand awareness. From a managerial perspective, the results
provide guidance for cosmetic brands to strategically select credible influencers and
encourage content that builds strong brand awareness, thereby enhancing consumer
engagement and conversion.
