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August 24, 2025EPRA International Journal of Research & Development (IJRD)Open Access

Impact of Social Media Influencers Attributes on Purchase Intention With Reference to Beauty Products in Jamshedpur

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Attractiveness significantly increases purchase intention for beauty products, and it is confirmed with a path coefficient of 0.411.
Information quality also impacts purchase intention, albeit weaker, with a path coefficient of 0.144 indicating its significance.
Data was collected through structured questionnaires from 100 social media users, utilizing convenience sampling.
The findings emphasize that the traits of social media influencers positively affect buying decisions in the beauty industry.

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Implication

Quantitative analysis shows attractiveness and information quality impact purchase intention for beauty products, suggesting influencer traits shape consumer behavior.

Cite This Study

Mandal et al. (2025) studied this question.

synapsesocial.com/papers/68af5bc1ad7bf08b1eadfd60 https://doi.org/10.36713/epra23710

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Implication

Quantitative analysis shows attractiveness and information quality impact purchase intention for beauty products, suggesting influencer traits shape consumer behavior.

Impact of Social Media Influencers Attributes on Purchase Intention With Reference to Beauty Products in Jamshedpur

Key Points

Discussion

Implication

Cite This Study

Impact of Social Media Influencers Attributes on Purchase Intention With Reference to Beauty Products in Jamshedpur

Key Points

Discussion

Implication

Cite This Study

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