The Role of Instagram Influencers’ Credibility on Customer Purchase Intention: A Case of Restaurant Sector Sri Lanka

The higher internet penetration rates and the upward trend in social media subscriptions point towards the higher potential in social media to be utilized as interactive media for marketing purposes. Influencer marketing is one such form of social media marketing. An exploratory pilot survey pointed out that even though consumers prefer referring to Instagram influencers for information on restaurants some Instagram users mentioned having issues regarding making the purchase decision based on influencers’ suggestions later on. 

 

Hence the purpose of this study was to find out whether Instagram influencers’ credibility impacts the customers’ purchase intention related to the restaurants promoted by these influencers. Apart from that, it was aimed to find out the credibility dimensions that impact the purchase intention and the most salient dimension/dimensions among those.

 

Survey data suggested that Instagram influencers’ credibility does have an impact on the customer purchase intention related to the restaurants promoted by these influencers.