A Study on The Impact of Influencer Marketing on Consumer Buying Behaviour Towards Online Skin Care Products

The Rapid Growth Of Social Media Usage Has Significantly Transformed Marketing Practices, Particularly In The Skincare Industry. Platforms Such As Instagram, YouTube, And Facebook Have Become Powerful Channels For Product Promotion, Consumer Engagement, And Brand Communication. Among Various Digital Strategies, Influencer Marketing Has Emerged As A Highly Effective Approach For Promoting Online Skincare Products And Shaping Consumer Buying Behaviour. Influencers Create Product Awareness, Demonstrate Usage, Share Personal Experiences, And Provide Recommendations That Consumers Often Perceive As Trustworthy And Relatable. This Study Aims To Examine The Impact Of Influencer Marketing On Consumers’ Purchase Decisions Toward Online Skincare Products. It Analyses Key Influencing Factors Such As Influencer Credibility, Expertise, Attractiveness, Authenticity, Trustworthiness, And Electronic Word-of-mouth (e-WOM). In Addition, The Study Explores How Consumers Evaluate Other Aspects—including Product Ingredients, Price, Brand Reputation, Customer Reviews, And Perceived Risk—before Making A Purchase Decision. The Study Also Finds That Consumers Are More Likely To Be Influenced By Relatable Influencers Who Provide Honest Reviews And Demonstrate Genuine Product Usage. Furthermore, Transparency In Sponsored Content And Alignment Between Influencer Image And Product Type Strengthen Consumer Confidence. The Study Concludes That Influencer Marketing Plays A Crucial Role In Shaping Consumer Buying Behaviour In The Online Skincare Market. Credible, Authentic, And Knowledgeable Influencers Can Effectively Drive Consumer Engagement And Conversion, Making Them Valuable Partners For Skincare Brands In The Competitive Digital Marketplace.