Copyright © 2026 Authors retain the copyright of this article. This article is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

@article{183947,
        author = {NEETHU LEKSHMI G V and Dr Vinod S},
        title = {ROLE OF INFLUENCER MARKETING IN BRAND SWITCHING: A SPECIAL REFERENCE TO BEAUTY INDUSTRY},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {12},
        number = {3},
        pages = {3682-3688},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=183947},
        abstract = {Even though organizations use various promotional tools, marketing through social media today has a strong influence on customers. The main reason for this is the increasing use of social media among people. Beauty care products have always held a significant preference among customers and people tend to give more importance to the opinions of influencers than to suggestions received through advertisements. This research primarily focuses on understanding how much importance customers give to influencers’ words when purchasing beauty care products. The objective of this research paper is to understand the extent to which influencer marketing promotes brand switching. It also aims to identify the reasons why customers give more importance to the words of influencers. For this purpose, the study was conducted among 100 social media-active customers in Thiruvananthapuram district who use beauty care products. Data was collected using a questionnaire and analyzed using statistical tools, specifically the Chi-square test. The results of the study revealed that influencer marketing significantly promotes brand switching in the beauty care product category.},
        keywords = {Beauty Care Products, Brand Switching, Influencer Marketing, Social Media},
        month = {August},
        }