To ascertain the role and influence of 'Social Media Influencers' on the Buying Behaviour of Indian Cosmetic Women Customers

Abstract

‘Influence’ means the power to have some sort of impact on people. The impact can be positive or negative, on anybody or anything, and in a direct or indirect manner. Selling strategies in business organisations have had influencer marketing as part since ages. Even though it might seem that it has gained popularity in recent times, it is the less sophisticated version of the word-of-mouth selling strategy that is being used since a long time. Influencer marketing might also be an extended version of the reference marketing strategy. Through this research the researcher examined the influence of social media influencers on the cosmetic buying behaviour among Indian consumers. The aim of the research is, “To ascertain the role and influence of 'social media influencers' on the buying behaviour of Indian cosmetic women customers”. The purpose is to identify the impact of ‘social media influencers’ on buying behaviour. The buying behaviour will be assessed using three specific factors which will be identified from the survey. The research uses exploratory research approach and survey method using structured questionnaire to capture participant’s opinion. The participants are selected using non-probability convenience sampling method. 170 responses are collected using this method in three weeks.