Abstract:
Background: The influencer marketing on social media are increasingly
dictated by algorithm driven content distribution mechanisms. On
TikTok and Instagram, features such as the for You Page and Explore
Page play an important role in extending influencer- generated content to
reach beyond the immediate follower base. Despite the rapid growth of
influencer marketing in importance in Sri Lanka, there is a dearth of
empirical research into how algorithmic visibility shapes consumer
engagement, especially in emerging market contexts.
Objectives: Therefore, this study will analyze algorithmic visibility as a
moderating factor on influencer content quality and consumer
engagement on TikTok and Instagram in Sri Lanka.
Methodology: Specifically guided by the SOR framework, the quality of
the influencer content is conceptualized as a stimulus, while the organism
is consumer engagement, and algorithmic visibility acts as a contextual
moderation factor. To this effect, a quantitative research approach was
adopted, where the data from 283 active TikTok and Instagram users in
Sri Lanka were collected using a structured questionnaire on a self
administrative basis through non-probability sampling. Measurement
items adapted from validated scales in prior studies, after purification, are
used here, and SEM has been used to test the hypothesized relationships
and moderation effects.
Key Findings: The results show that the quality of the influencer
content significantly positively affects customer engagement. Besides,
algorithmic visibility significantly moderates such a relationship, with
increased levels of algorithmic visibility strengthening the effect of content quality on consumer engagement.
Conclusion / Implication: This research extends the SOR framework
by considering algorithmic visibility as a boundary condition of
influencer marketing effectiveness and contributes to digital marketing
theory by explaining how platform algorithms influence engagement
formation on TikTok and Instagram in an emerging market context.
