IMPACT INSTAGRAM INFLUENCERS’ SOURCE CREDIBILITY ON CONSUMERS’ BUYING INTENTION: WITH SPECIAL REFERENCE TO THE FASHION INDUSTRY IN SRI LANKA

Abstract

The objective of this research study is that examine the impact of Instagram influencers’ source credibility on consumer buying intention with special reference to the fashion industry. Businesses use different techniques to engage with their valuable customers and in now a days social media has become one of the famous and convenient promotional platforms. Currently, Instagram is 3rd growing platform in social media because of the attractive features included in Instagram. Then according to these research studies, the researcher has examined how influencer marketing impacts consumer buying intention. That means how Instagram influencers provide influence through the 3rd growing social media platform of Instagram. Furthermore, the Researcher has used the Source credibility model to conduct the research, and Attractiveness, Trustworthiness, and Expertise have been used as independent variables and buying intention as the dependent variable. The researcher also has used the quantitative method and through Google form researcher has collected the data. These 1 SEUSL Journal of Marketing, Vol. VII, No.2, 2022 ISSN 2513 – 3071 Page Number 33 – 74 research results can be used for further researchers to a better understanding of influencer marketing.