A STUDY OF SOCIAL MEDIA INFLUENCERS ON CONSUMER BUYING BEHAVIOUR IN ANURADHAPURA DISTRICT

Abstract

The study scientihcally and systematically reviews and synthesize the focus of research as an attempt to examine the level, relationship and effect of social media influencers on consumer buying behaviour. Social media Influencers is relatively new marketing strategy and effective for marketers willing to build relationships with their target market creatively. The objectives of this study are to identiff ttre level of social media influencers and consumer buying behaviour, determine the relationship among social media influencers and consumer buying behaviour, assess the impact of social media influencers on consumer buying behaviour in Anuradhapula district. To achieve these objectives data was collected from 300 consumers who individuals residing in the Anuradhapura district. The data werc analyzed by using desctiptive, correlation analyses and multiple regression analysis. Based on the decision rule, there is a significant positive relationship between social media influencers and consumer buying behaviour in Anuradhapura district. Keywords; consumer buying behaviour, marketing strategies, social media influencers, social media usage