V2I6P36

To Study the Impact of Social Media Influencers and Brand Image on Consumer Buying Decision of Cosmetics in Hoshiarpur City

Damanpreet Kaur^1*, Simran²

Abstract

The Indian Cosmetic Industry has seen rapid growth from last few years due to the rise of social media influencers marketing or digital marketing. This study explores how social media influencers marketing and Brand image shape Consumer buying decisions of Cosmetics in Hoshiarpur district, Punjab. The main aim was to bridge the research gap as there is limited research which focus on Hoshiarpur region and localized insights. A casual research design was adopted in order to investigate the effect. A structured questionnaire was used for data collection, which reached a total of 200 participants by convenience sampling. The researcher has incorporated quantitative methods such as Descriptive analysis, Reliability test, Regression model, ANOVA and independent samples t-test to get accurate results or validate findings. The obtained results confirm that both influencers marketing and brand image influence the consumer buying decisions of cosmetics, but this study reveals that Brand image (mean-3.67) has significantly stronger impact on consumer buying decisions as compared to social media influencers (mean-3.61). Gender as a moderate factor also influence purchase decisions.

Keywords:

Cosmetic products, Social media influencers, Influencers marketing, Brand image, Gender