Influencer Marketing's Effect On Consumer Behaviour In The Indian Cosmetics Sector

Abstract

In the dynamic landscape of the Indian cosmetic industry, influencer marketing has emerged as a powerful strategy for brands to connect with consumers and drive purchasing decisions. This study aims to explore the impact of influencer marketing on consumer behavior in the Indian cosmetic industry, with specific objectives in mind. Firstly, the research aims to assess the influence of influencer marketing on brand awareness and purchase intent for cosmetic products in India. Through quantitative survey analysis and qualitative interviews, the study seeks to measure the extent to which Indian consumers are exposed to influencer marketing content and how this exposure impacts their awareness of cosmetic brands and their intent to purchase these products. By examining the correlation between influencer marketing activities and brand-related outcomes, the study aims to provide insights into the effectiveness of influencer marketing in enhancing brand visibility and driving consumer purchase intentions within the Indian cosmetic market. Secondly, the study seeks to analyze the factors that contribute to the effectiveness of influencer marketing for cosmetics in the Indian market. Through a comprehensive examination of influencer characteristics, content strategies, and audience engagement dynamics, the research aims to identify key determinants of influencer marketing effectiveness in the context of cosmetics. Factors such as influencer credibility, authenticity of content, relevance to target audiences, and platform suitability will be explored to understand their impact on consumer perceptions and behaviors.