1st International Conference on Sustainable and Digital Business [ICSDB] 2022

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Start date: 2022Subject: search.filters.subject.Social media influencer

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    PublicationOpen Access
    Impact of Social Media Influencer Marketing on Consumer Engagement: A Study on Cosmetic Consumers in Sri Lanka
    (Emerald Publishing, 2022-12-01) Thathsara, J. L. D; Basnayake, B.M.N.D; Ekanayake, K.M.H; Tharu, K.G.E.S; Munasinghe, A.A.S.N; Rathnayake, R. M. N. M
    Social media influencer marketing has long been regarded as one of the most common and efficient ways for businesses to communicate marketing messages to their customers. Marketers are obsessed with striking the appropriate balance between their brand and the social media influencer marketing used to promote their products. This study discussed the impact of social media influencer marketing on consumer engagement in the context of the cosmetic industry focusing on social media influencer marketing toward consumer engagement in the cosmetics industry in Sri Lanka. The main findings include descriptive statistics based on the experience and opinions of the brand experts. Accordingly, semi-structured interviews with 12 cosmetics brand managers in Sri Lanka chosen through the purposive sampling technique, were used for data collection adopting a qualitative approach and using thematic analysis for data analysis. This study focused on consumer behavior toward cosmetics, consumer engagement, cosmetics categories, availability of foreign and local brands in Sri Lanka, usage of social media influencers, importance, and the ideas that surround them. NVivo software is used to analyze qualitative data. When analyzing the factors obtained via the interview and the literature, researchers were able to gather a few key findings and these key findings directly address the objective of the study. Findings showed that the brands are always being updated on what these cosmetic consumers are looking for and satisfying their needs and these brands were always concerned about what type of social media influencers they are using to promote their brands. All the brands under this study use social media and social media influencer marketing to promote their brand among cosmetic consumers which clearly shows that despite being local or foreign brands these cosmetics brands have identified that social media influencer marketing is the key factor to impact consumer engagement.
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    PublicationOpen Access
    Effect of Social Media Influencers’ Attributes on Customer Purchasing Behavior in Sri Lankan Context (Special References to Facebook and Instagram)
    (Emerald Publishing, 2022-12-01) Bandara, G; Jayasuriya, N; Nimnajith, M; Withanage, N; Fernando, K; Jayawardana, S
    This study aims to identify how social media influencer’s attributes can be useful to tune the customer purchasing behavior. Since social media influencer highly affects the day-to-day life of people, he/she highly impacts on decision making of customers to purchase products in the market. Therefore, it is essential to identify how these significant attributes support him/her to influence on customer purchasing behavior. Through the literature, attractiveness, expertise, prestige, follower base, and trustworthiness are identified as major attributes and are considered as independent variables, while customer attitude and customer mimicry desire act as the mediating factors of the relationship between these attributes and customer purchasing behavior. The research is designed as a quantitative study and primary data were collected from a sample of 405 participants through questionnaire. All the Facebook and Instagram users in the country are considered as the population. Reliability and validity of data are ensured through pilot test and data were analyzed through factor analysis, correlation analysis developing multiple regression models and hypothesis testing. Considering the findings, all the attributes show positive correlation, and all the correlations are significant at the point of P = 0.001. The conceptual framework is acceptable since all the hypotheses are supported. The conclusion is that there is a positive and significant impact of social media influencer’s attractiveness, expertise, prestige, follower base, and trustworthiness on customer purchasing behaviour while customer attitude and customer mimicry desire act as mediators. Policy implication of the study is to identify the suitable social media influencer and determine the criteria for selecting the social media influencer for social media marketing. The selected influencer will highly support the company by marketing its products and ensuring the customer attraction. He can apply these results and improve his follower base earning more through effective marketing campaigns. Hence, he can ensure high demand for the product, maintain competitiveness, and contribute to profit maximization. Novelty of the study is that it shows the significance of social media influencer’s attributes on social media marketing. By utilizing these attributes, he can attract new customers, retain existing customers, change customer perception towards the brand. Eventually, he will cause the brand to become the market leader.