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September 5, 2025Open Access

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

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.

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Authors

Kothapally Susmitha

Nazia Sultana

Acharya Nagarjuna University

Journals

International Journal For Multidisciplinary Research

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

Key Points

Abstract

Citation Network

Connected Papers

Discussion

Authors

Journals

Actions

References and Citations

Citation Network

Connected Papers

Discussion

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