An Analysis Of Mama Earth's Data On The Influencer Marketing Effect On Consumer Purchase Behavior

Abstract

The study investigates the profound influence of influencer marketing on consumer behavior within the cosmetics and beauty industry, with a focus on Mama Earth, a prominent Indian beauty and wellness platform. Employing a mixed-methods approach, it combines qualitative insights from interviews with consumers, influencers, and Mama Earth representatives, with quantitative data gathered through customer surveys. This comprehensive analysis identifies key factors impacting the effectiveness of influencer marketing on Mama Earth, including influencer credibility, content relevance, and the role of social media platforms in driving engagement. Moreover, it explores the significance of authenticity and transparency in building brand loyalty and fostering enduring consumer-brand relationships. By illuminating the mechanisms through which influencer marketing shapes consumer decision-making, the study offers valuable insights for marketers aiming to maximize brand awareness, engagement, and sales in the dynamic digital landscape of e-commerce platforms like Mama Earth.