Algorithm Visibility and Influencer Marketing Effectiveness, A Quantitative Study on Tiktok and Instagram Users in Sri Lanka

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.