A STUDY OF SOCIAL MEDIA INFLUENCERS ON COI{SUMER BUYING BEHAVIOUR IN KANDY DISTRICT: MEDIATION BY BRAND CONSCIOUSNESS

Abstract

Numerous industries have demonstrated outstanding improvements in marketing, product variety, and many other areas as a result of technological advances. It is a fact that the smartphone industry is one of the most competitive industries in the modem world. The researchers explored the scope of the consumer buying behaviour with many other factors and concepts, like the cost of gaining customers and those studies raise the impact of brand consciousness on the relationship between social media influencers and consumer buying behavior. Despite all of the findings that clearly show a link between social media influencers, brand consciousness and consumer buying behaviour, researchers haven't paid much attention to this phenomenon. The knowledge available to identify the relationship between these three concepts is limited. This research paper attempted to study the impact of brand consciousness between social media influencers and the consumer buying behavior, specifically referring to the smartphone industry in Sri Lanka. The objective of the research was to determine whether there is a mediation effect of brand consciousness between social media influencers and the consumer buying behavior of teenagers in the Kandy district. Stratified randomly research model as a basic theory 384 customers was selected in Kandy district. Data were obtained by using self - administrated questionnaire and all analyzes were performed using SPSS 22 software. According to major findings of the study, while There is a mediation effect of brand consciousness between social media influencers and the have a direct and positive impact on consumer buying behavior. The conclusion was finally made that there are positive mediation effect of brand consciousness between social media influencers and the consumer buying behavior of teenagers of smartphone industry Kandy district. The finding show positive links between Consumer Buying Behaviour and Empathy, Persuasion, Impact, and Communication. In view of the findings, suggestions have been made towards supporting marketers make appropriate moves when making their marketing strategies. Finally, relevant suggestions for further studies and limitations of the study have been outlined.