The Role of Social Media Influencers in Shaping Online Buying Behavior: A Study on Cosmetic Products in the Indian Market

Authors

  • Mrs. Shadiya. M. S Ph.D Scholar, Mother Teresa Women’s University, Kodaikanal
  • Dr. S Chitra PhD supervisor, Professor & Principal, Nadar Saraswati college of Arts and Science, Theni.

DOI:

https://doi.org/10.69889/ijlapt.v2i03(Mar).106

Keywords:

Social Media Influencers, Online Buying Behavior, Cosmetic Industry, Influencer Marketing, Consumer Perception, Digital Marketing

Abstract

Social media influencers (SMIs) have become a key component of digital marketing, especially in industries like cosmetics, where visual appeal and personal recommendations strongly impact consumer choices. This research paper examines the influence of social media influencers on online buying behavior, specifically in the Indian cosmetic industry. The study explores how factors such as influencer credibility, engagement levels, content authenticity, and brand collaborations shape consumer perceptions and purchasing decisions. Using a mixed-method approach, including surveys and content analysis, the research highlights the effectiveness of influencer marketing in driving cosmetic sales in India.

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Published

2025-04-05

How to Cite

Mrs. Shadiya. M. S, & Dr. S Chitra. (2025). The Role of Social Media Influencers in Shaping Online Buying Behavior: A Study on Cosmetic Products in the Indian Market. International Journal of Linguistics Applied Psychology and Technology (IJLAPT), 2(03(Mar), 47–50. https://doi.org/10.69889/ijlapt.v2i03(Mar).106

Issue

Vol. 2 No. 03(Mar) (2025)

Section

Articles

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Copyright (c) 2025 All articles published in this journal are lincensed under a

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.