Published Paper Details:

For the last couple of years, the use of social media has been completely transforming between people's behaviour, especially, in terms of the cosmetics market. Influencer marketing is one of the most remarkable tactics that brands are using nowadays to reach customers. This paper focuses on finding out how influencer marketing affects consumer behaviour about cosmetic products. Influencer marketing is the process of getting people on social platforms such as Instagram, YouTube, or TikTok to promote products or services for sale. This research primarily aims at investigating how the influences of people-relevant consumers to bring behaviour changes entail attitudes toward brands with which one has a general disposition on cosmetic items. The study investigates consumer responses to influencer promotions, focusing on engagement drivers such as perceived influencer credibility, authenticity and brand value alignment. The impact of the personal brands and content styles of influencers on the likelihood of purchasing or engaging behaviour will also be evaluated. The possible psychological dimensions of consumer choice, such as ways in which recommendations from an influencer can affect attitudes toward a cosmetics brand, as well as how such endorsements can forge a sense of trust inside the individual brands, will also be investigated. The study also seeks to examine the efficacy of influencer marketing in the area of brand awareness and customer loyalty, which are far more permanent of behavioural changes associated with buying. The conclusion drawn is that there is definitely a strong influence of influencer marketing on the engagement and decision-making capacity of consumers. This influence reaches its highest peak when the influencers appear to be authentic and can convey human emotions toward their audiences. Evidence here illustrates how cosmetic brands can leverage influencers not just for creating visibility but also for creating perception, generating sales, and consequently, establishing consumer loyalty. This comprehensive study, therefore, gives important pointers to marketers in the cosmetic industry and suggests to them how to engage influencers to in still consumer behaviour change, shape brand image, and, finally, MAXIMIZE PROFITS.