Abstract:
1. Introduction
Increased internet usage has transformed digital marketing everywhere,
including in Sri Lanka. Social media platforms, particularly YouTube have
emerged as important tools affecting consumer choices. This study
examines how consumer’s intentions to visit restaurants in the southern
province of Sri Lanka get affected by YouTube food vlog marketing, with a
particular emphasis on the on millennials. Despite the fact that previous
research has examined the elements that influence patrons’ intentions to
visit restaurants, little of it has been conducted in the Sri Lankan context.
This study aims to fill the gap by examining the effects of vlogger’s
attractiveness, perceived attractiveness, perceived enjoyment, and
perceived usefulness on visiting intention.
2. Research Methodology
The research has been conducted based on theories like UTAUT, and
Celebrity attractiveness model. Study population was YouTube users aged
between 28-43 in Sri Lanka and a sample of 384 was picked up from the
convenient sampling method. Primary data was collected through a
structured questionnaire with a 5-point Likert Scale. Data were analyzed
using SPSS and the regression model was used to measure the hypotheses.
3. Findings and Discussion
The findings indicate that all variables have positively impact on YouTube
food vlog marketing on customer’s intention to visit towards restaurants in
southern province Sri Lanka special reference to millennials.
4. Conclusion and Implications
The rapidly growing digital landscape in Sri Lanka’s southern province has
seen platforms like YouTube influence millennial’s dining decisions,
especially through food vlogs. Entrepreneurs and restaurant owners can
optimize their brick-and-mortar businesses by collaborating with engaging
vloggers. Prioritizing attractive, interactive and enjoyable content boost
viewer engagement, enhancing brand visibility and driving customers to
visit restaurants in the southern province.
