Exploring the Influence of Instagram Influencers on Consumer Purchase Intentions for Cosmetic Products
Published: 2024
Author(s) Name: Josephine Alice Mary J., P. Stella |
Author(s) Affiliation: Xavier Institute of Business Administration, Palayamkottai, Tamil Nadu, India.
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Abstract
In today’s digital world, social media has become an essential tool for marketers. Platforms like Facebook, Instagram, Twitter, and YouTube are preferred for promoting products and services due to their strong influence on consumer purchase intention. This study focuses on the impact of Instagram influencers on consumer purchase intentions within the cosmetic industry. With billions of active users, Instagram is one of the most popular social media platforms. The cosmetic industry offers a wide range of products aimed at enhancing or altering individuals’ appearance, including skincare, makeup, hair care, and perfumes. Marketers in this industry heavily rely on Instagram influencers to promote their products, as they believe that electronic word of mouth is more impactful than other forms of promotion. The study aims to provide insights for businesses regarding the influence of Instagram influencers on consumer purchase intentions for cosmetic products.
Keywords: Social Media, Instagram, Consumer, Products
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