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

Durga Varma; Dr. K. Subha

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

Authors: Durga Varma , Dr. K. Subha

Unique Paper ID: 157858
Volume: 9
Issue: 8
PageNo: 134-137

Keywords: Social Media Influencers Cosmetic products Purchase Intention.

Abstract:
This research is directed towards finding the impact of Social Media influencers on the youthâ€™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 videoâ€™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.

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Cite This Article

ISSN: 2349-6002
Volume: 9
Issue: 8
PageNo: 134-137

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

Available:https://ijirt.org/Article?manuscript=157858

Impact Factor
8.01 (Year 2024)

UGC Approved
Journal no 47859

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