A STUDY ON THE INFLUENCE OF SOCIAL MEDIA INFLUENCER MARKETING ON CONSUMER PURCHASING BEHAVIOR IN THE COSMETICS INDUSTRY WITH SPECIAL REFERENCE TO TIRUPUR CITY

M. Sathiya priya , S. Devi

Social Media Marketing. Influencer Marketing. Consumer Behavior, Cosmetic Industry.

In the modern cosmetic industry, influencer marketing plays a crucial role in shaping consumer behavior. This study examines the impact of social media influencers on consumer purchasing decisions for cosmetic products. The research aims to evaluate the demographic profile of cosmetic consumers, analyse key factors influencing their purchasing decisions, and identify the most effective social media platforms for engagement. A mixed-methods research design was employed, combining quantitative and qualitative approaches. Primary data was collected through a questionnaire survey of 100 cosmetic consumers influenced by social media marketing, while secondary data was gathered from literature reviews, industry reports, and market trend analyses. Statistical tools such as percentage analysis, descriptive analysis, chi-square tests, ANOVA, and Gallet Ranking were used to interpret the data. The findings provide valuable insights into consumer preferences, the effectiveness of influencer marketing strategies, and the role of trust and perception in purchase decisions. This study contributes to understanding how brands can leverage influencer marketing to enhance consumer engagement and drive sales in the competitive cosmetic industry.

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"A STUDY ON THE INFLUENCE OF SOCIAL MEDIA INFLUENCER MARKETING ON CONSUMER PURCHASING BEHAVIOR IN THE COSMETICS INDUSTRY WITH SPECIAL REFERENCE TO TIRUPUR CITY", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.10, Issue 3, page no.c305-c309, March-2025, Available :https://ijsdr.org/papers/IJSDR2503241.pdf

Volume 10 Issue 3, March-2025

Pages : c305-c309

Paper Reg. ID: IJSDR_301143

Published Paper Id: IJSDR2503241

Downloads: 000222

Research Area: Commerce All

Country: Tiruppur, Tamilnadu, India

Published Paper PDF: https://ijsdr.org/papers/IJSDR2503241

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2503241

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition