“Impact Of Influencer Marketing on Consumer Buying Behaviour with Respect to Beauty Products - A Study of Gen Z”

Abstract

Social media’s growth has fuelled the establishment of beauty influencers, who have grown to be significant figures in the sector. These influencers have an effect on the purchasing habits of Gen Z customers. In particular, the beauty industry was the focus of this study’s attempt to understand how Gen Z consumers are influenced by beauty influencers.

152 Gen Z respondents between the ages of 18 and 26 participated in a convenience sample survey. The questionnaire asked questions on respondents’ exposure to beauty influencers, their purchase habits, and how much beauty influencers influenced those decisions. Percentage statistics, correlation analysis, the ANOVA test, and regression analysis were all used to analyse the acquired data.

The findings indicate that beauty influencers have a substantial impact on Generation Z’s purchasing decisions because the majority of respondents said they had bought a beauty product that an influencer had suggested. The survey also discovered that important aspects in influencing their purchasing behaviour were the influencer’s Expertise, Quality of information, brand familiarity and trustworthiness. For businesses and marketers in the cosmetics industry who are aiming to reach the Gen Z demographic, the study’s findings are significant.