IMPACT OF SOCIAL MEDIA INFLUENCERS ON THE PURCHASE INTENTION OF INDIAN YOUTH FOR COSMETIC PRODUCTS

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
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