Published Paper Details:

This paper aims to deliver constructive insights on an emerging concept in the world of digital marketing communication: Influencer marketing. In this world of technology upgradation, especially in the realm of social media marketing its imperative and challenging to break the clutter of several ads in the health and beauty segment. Health and Beauty products today are perceived by the mass as a factor to define their lifestyles and consumption habits. Thus call for a more inclusive plan of action in the sphere of promotions. This industry has witnessed a study trend in influencer marketing therefore, the crux of this study provides a comprehensive understanding of various factors which play a major role in influencer marketing to drive purchase intention of consumers and successful implementation of this promotional tool. The characteristics (Factors) studied are Physical Appearance, Expertise, Experience, Credibility and Trustworthiness and their respective impact on purchase intent. Results of this study are based on respondents who are active users of various social media platforms and are exposed to various beauty influencers. The research findings confirm that the above stated factors are essential for drawing attention, engaging and affecting a behavioural change which in turn results in driving purchase decisions. This paper is instrumental in providing a checklist of various essential characteristics of influencers required by brands to create awareness and achieve the desired objectives in each stage of consumer buying behaviour model.