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@article{205016,
        author = {Poornima Y and Chaitra HR and Anusha G},
        title = {Consumer Behaviour in The Era of Social Media Influencers: With A Special Reference to Haircare Products},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {5121-5131},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=205016},
        abstract = {In the contemporary digital landscape, social media has revolutionized the way consumers interact with brands, with social media influencers playing a pivotal role in shaping consumer behavior. This study focuses on the growing influence of social media influencers in the context of the haircare industry. It aims to investigate how influencer marketing affects consumer attitudes, preferences, trust levels, and purchasing decisions regarding haircare products.
The research delves into key factors such as content relatability, authenticity, engagement through reviews and tutorials, and the perceived expertise of influencers. Platforms like Instagram, YouTube, and TikTok are examined as primary channels through which influencers impact consumer perceptions and establish emotional connections with their audiences. The study also highlights generational preferences, showing that younger consumers are more inclined to trust influencer recommendations over traditional advertisements.
Using a mixed-methods approach that includes quantitative surveys and qualitative interviews, the study provides insights into behavioral shifts, brand loyalty development, and the role of user-generated content. It explores how influencers bridge the gap between brands and consumers by acting as relatable opinion leaders and trendsetters. The findings suggest that influencer marketing has not only enhanced brand visibility but also redefined the consumer journey in the haircare sector. The study concludes with strategic recommendations for brands to build effective collaborations with influencers and emphasizes the importance of maintaining transparency and ethical practices in influencer endorsements to ensure long-term consumer trust.},
        keywords = {},
        month = {June},
        }