IMPACT OF SOCIAL MEDIA INFLUENCERS ON THE PURCHASE INTENTION OF INDIAN YOUTH FOR COSMETIC PRODUCTS
Author(s):
Durga Varma , Dr. K. Subha
Keywords:
Social Media Influencers, Cosmetic products, Purchase Intention.
Abstract
This research is directed towards finding the impact of Social Media influencers on the youth’s purchasing intention. Additionally, the research identifies all other elements that significantly affect the purchasing habits of the targeted market group. 176 samples' responses were gathered for this study, with the majority of them falling within the 15 to 25 age range. According to research, there is no such connection between creative content of the social media influencer video’s and the customer response. More than the product's advertising of the influencers, the creative content has affected consumers. While the disclosure of the sponsorship has no impact on consumers' confidence in the influencer's judgement in product reviews, they do anticipate some degree of manipulation. The study demonstrates that customers primarily rely on brand recognition rather than influencer opinions, although brand recognition among influencers will have an impact on consumers' purchase patterns.
Article Details
Unique Paper ID: 157858

Publication Volume & Issue: Volume 9, Issue 8

Page(s): 134 - 137
Article Preview & Download


Share This Article

Join our RMS

Conference Alert

NCSEM 2024

National Conference on Sustainable Engineering and Management - 2024

Last Date: 15th March 2024

Call For Paper

Volume 10 Issue 10

Last Date for paper submitting for March Issue is 25 June 2024

About Us

IJIRT.org enables door in research by providing high quality research articles in open access market.

Send us any query related to your research on editor@ijirt.org

Social Media

Google Verified Reviews