The influence of TikTok-based influencer marketing, brand awareness, and trust on consumer purchase intentions in the Fashion retail industry in the Colombo District

Abstract

This study investigates how TikTok-based influencer marketing impacts consumer purchase intentions within the fashion retail industry in Colombo, Sri Lanka, focusing on the mediating role of brand trust and brand awareness. A quantitative method was adopted, surveying 390 active TikTok fashion consumers. Data was analyzed using SPSS software, employing correlation, regression, and mediation analysis. Results show that while influencer marketing, brand trust, and brand awareness are positively correlated with consumer purchase intentions, regression analysis did not reveal significant direct or mediated effects. Demographic analysis highlighted a young, digitally savvy consumer base as the primary audience. One of the study’s limitations is its focus on a single geographic region and platform. Future research should expand across different industries and explore deeper psychological and behavioral factors influencing influencer marketing effectiveness.