IMPACT OF YOUTUBE FOOD VLOG MARKETING ON CUSTOMER’S INTENTION TO VISIT TOWARDS RESTAURANTS IN SOUTHERN PROVINCE SPECIAL REFERENCE TO MILLENNIALS

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.