The Mediating Effect of Authenticity on the Effectiveness of Influencer Marketing on Purchase Intentions for Skin Care Products, with Special Reference to Generation Z

Abstract

In the contemporary competitive business landscape, a profound understanding of determinants shaping customer purchase intention and subsequent behavior is imperative. Hence, this research is aimed to scrutinize the relationship of brand awareness, perceived quality, and price discounts concerning the purchase intentions of apparel customers in the Colombo District. Conducting an explanatory cross-sectional study, both primary and secondary data were utilized. The primary data collection involved distributing an online questionnaire among 270 respondents through the snowball sampling method. Subsequently, the collected data underwent analysis using statistical tools such as SPSS. The findings underscored reliable and strong, significant relationships between the three independent variables (brand awareness, perceived quality, price discounts) and the customer purchase intention. Furthermore, the study's conceptual model demonstrated high model fitness. Nevertheless, the researcher advocates for future investigations to incorporate additional independent variables to comprehensively explore this domain.