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

Key Points

• Influencer marketing significantly impacts purchase intentions among women in Hyderabad, shaping their buying behavior.
• The analysis reveals that credibility and engagement are crucial factors affecting women's cosmetic purchases.
• Observational analysis shows the role of social media in altering consumer-brand relationships in the cosmetics sector.
• These findings point to the growing importance of influencers as opinion leaders in women's cosmetic purchases.

Abstract