A Study on the Role of Influencers in Skincare Buying Decisions

Author(s)	Ankita Mandal, Dr. Sayak Gupta
Country	India
Abstract	This conceptual research looks into how social media influencers affect consumers' preferences for skincare products. With the rise in popularity of digital platforms like Instagram, YouTube, Snapchat, and TikTok, influencers have become powerful brand ambassadors for skincare products and brands. The study examines the connection between influencer marketing and consumer trust, purchase intent, and brand loyalty, particularly in the skincare industry. The study identifies the elements that propel effective influencer marketing, such as audience engagement, product understanding, and authenticity, by examining the dynamics of influencer-consumer interactions. The psychological factors that contribute to customers' attraction to influencer recommendations are also examined. The purpose of this study is to give skincare companies advice on how to use influencer marketing to raise customer engagement and brand awareness. For skincare companies trying to influence customer purchasing decisions and negotiate the cutthroat digital market, it is imperative that they comprehend these dynamics.
Keywords	Skincare products, brand loyalty, social media influencers
Published In	Volume 7, Issue 4, July-August 2025
Published On	2025-07-06

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International Journal For Multidisciplinary Research