THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON GENERATION Z'S PURCHASE INTENTIONS IN THE COSMETIC AND SKINCARE INDUSTRY Article Swipe
Shikha Singh
,
Neelam Agrawal
·
YOU?
·
· 2024
· Open Access
·
· DOI: https://doi.org/10.29121/shodhkosh.v5.i5.2024.2396
YOU?
·
· 2024
· Open Access
·
· DOI: https://doi.org/10.29121/shodhkosh.v5.i5.2024.2396
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.
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Concepts
Metadata
- Type
- article
- Language
- en
- Landing Page
- https://doi.org/10.29121/shodhkosh.v5.i5.2024.2396
- OA Status
- diamond
- Cited By
- 1
- References
- 28
- Related Works
- 10
- OpenAlex ID
- https://openalex.org/W4403616898
All OpenAlex metadata
Raw OpenAlex JSON
- OpenAlex ID
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https://openalex.org/W4403616898Canonical identifier for this work in OpenAlex
- DOI
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https://doi.org/10.29121/shodhkosh.v5.i5.2024.2396Digital Object Identifier
- Title
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THE IMPACT OF SOCIAL MEDIA INFLUENCERS ON GENERATION Z'S PURCHASE INTENTIONS IN THE COSMETIC AND SKINCARE INDUSTRYWork title
- Type
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articleOpenAlex work type
- Language
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enPrimary language
- Publication year
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2024Year of publication
- Publication date
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2024-05-31Full publication date if available
- Authors
-
Shikha Singh, Neelam AgrawalList of authors in order
- Landing page
-
https://doi.org/10.29121/shodhkosh.v5.i5.2024.2396Publisher landing page
- Open access
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YesWhether a free full text is available
- OA status
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diamondOpen access status per OpenAlex
- OA URL
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https://doi.org/10.29121/shodhkosh.v5.i5.2024.2396Direct OA link when available
- Concepts
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Influencer marketing, Cosmetic industry, Business, Advertising, Social media, Marketing, Cosmetics, Medicine, Computer science, Marketing management, Relationship marketing, World Wide Web, PathologyTop concepts (fields/topics) attached by OpenAlex
- Cited by
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1Total citation count in OpenAlex
- Citations by year (recent)
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2024: 1Per-year citation counts (last 5 years)
- References (count)
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28Number of works referenced by this work
- Related works (count)
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10Other works algorithmically related by OpenAlex
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