INFLUENCER MARKETING ON CONSUMER BEHAVIOUR TOWARD COSMETIC PRODUCTS
Author(s):
Vanessa S. Alphonse, Tripti Shikha
Keywords:
Influencer marketing; Social media influencers; Para social relationship; Credibility; Brand trust; Purchasing behavior; Cosmetics; Consumer habits; Fashion; Beauty trends.
Abstract
The study of consumer habits is one of the fastest expanding academic fields. Knowing and understanding customers is not as easy as it may seem. How consumers would react in any scenario is notoriously difficult to predict. We, as consumers, show highly noticeable variations in our purchasing habits and play a crucial part in varying economic environments, such as those at the regional, national, and global levels. One of the few things that unites us all is that we are consumers, and the presence of customers with unmet or partly satisfied needs. and desires is the cause for the existence of a commercial enterprise. It is the study of how, what, when, and why consumers make purchases that constitutes consumer behavior. Although marketers have always been a part of human society, traditionalists who only associate marketing with advertising and promotion may be surprised to learn that modern marketers focus more on establishing trusting connections with consumers, assessing their wants and needs, and ultimately meeting their approval. It's stimulating to make a hasty buy. Success in business hinges on an understanding of customer behavior. One of the definitions of consumer behavior is "the mental and physical activity consumers participate in while deciding whether to acquire, use, or discard a product." (Loudon and Della Bitta, 1980)
Article Details
Unique Paper ID: 158317

Publication Volume & Issue: Volume 9, Issue 9

Page(s): 279 - 289
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