Book Title: Multidisciplinary Research in the Age of Artificial Intelligence
Chief Editors: Dr. Jagdish Kumar Sahu, and Dr. Byram Anand
Associate Editors: Dr. J. Jayamani, and Albeen Josebh Ahmed
Co-Editors: Dr. Sunakshi Verma, and Mr. Pankaj Bharat Devre
ISBN: 978-93-7183-018-8
Chapter: 25
DOI: https://doi.org/10.59646/781/25
Author: Simi Xavier
Abstract
Influencer marketing has emerged as one of the most effective digital marketing strategies, particularly in the cosmetics industry, where consumers increasingly rely on social media platforms for product information, reviews, and recommendations. The growing popularity of beauty influencers has significantly transformed consumer purchase behaviour by enhancing brand awareness, trust, and engagement. This study examines the impact of influencer marketing on consumer purchase behaviour in the cosmetics industry using an empirical approach. A descriptive research design was adopted to analyse the perceptions and purchasing decisions of cosmetic consumers. Primary data were collected from 60 respondents using a structured questionnaire through the convenience sampling technique, while secondary data were obtained from books, journals, research articles, and online sources. The collected data were analysed using percentage analysis and the Chi-square test to evaluate consumer responses and determine the relationship between influencer marketing and purchase behaviour. The findings reveal that a majority of consumers actively follow beauty influencers and consider social media platforms, particularly Instagram, as an important source of product discovery and evaluation. Influencer credibility, authenticity, product demonstrations, and informative reviews were identified as the key factors influencing consumer trust and purchase decisions. The statistical analysis confirmed a significant association between exposure to influencer marketing and cosmetic purchase behaviour, leading to the rejection of the null hypothesis. The study concludes that influencer marketing has become a powerful promotional tool that positively influences consumer attitudes, purchase intentions, and brand loyalty in the cosmetics industry. The findings provide valuable insights for cosmetic manufacturers, marketers, and digital advertising professionals in designing effective influencer marketing strategies. Furthermore, the study contributes to the growing body of literature on digital marketing and offers directions for future research on influencer-driven consumer behaviour in the rapidly evolving beauty and personal care market.
Keywords: Influencer marketing, Cosmetics, Consumer behaviour, Social media, Purchase intention