THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON GENERATION Z'S PURCHASE INTENTIONS IN THE COSMETIC AND SKINCARE INDUSTRY

Abstract

Influencer marketing, the practice of analyzing, identifying, and endorsing beauty influencers who represent the brand's clientele, is a contemporary trend in the digital landscape across several social media platforms, providing firms with the possibility to promote through social media influencers. The researchers conducted a quantitative analysis utilizing Pearson Product Moment Correlation to assess the effectiveness of social media influencers in the cosmetics and skincare industry on the purchase intentions of Indian consumers. This research is unique since it focuses on the rapidly developing and rising cosmetic and skincare sector within the Indian market. This study is distinguished by the lack of research in India, where social media influencers are integral to brand marketing and advertising strategies. The research has identified four primary hypotheses. The influencing elements for Generation Z Indian consumers encompass Trust, Perceived Credibility, Perceived Image, and Brand Attitude. The data collected indicates that all hypotheses had a strong link and positive association with purchasing intention.