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The Effectiveness of Influencer Marketing on Customer Purchase Intention of Cosmetics Among Women in Hyderabad

Year: 2025

Type: article

Abstract: The rise of social media has reshaped consumer–brand interactions, making influencer marketing a powerful strategy in the cosmetics industry. In India, increasing digital adoption and cosmetic consumption among women highlight the growing role of influencers as opinion leaders. Examining attributes such as credibility, engagement, and brand alignment is essential to understand their impact on purchase intentions.

Source: International Journal For Multidisciplinary Research

DOI: 10.36948/ijfmr.2025.v07i04.54711

Authors: Kothapally Susmitha, Nazia Sultana

Institution: Osmania University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W4413861552

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