Published Paper Details:

In today's digital landscape, social media influencers play a pivotal role in shaping consumer perceptions and purchase decisions. This study titled "The Impact of Influencers' Trust in Shaping the Purchase Decisions of Cosmetic Products among Working Women in Coimbatore City" explores how the trustworthiness of influencers affects cosmetic buying behaviour among working women. A structured questionnaire was distributed through Google Forms to 15 respondents, and data were analyzed using percentage analysis, Chi-square, ANOVA, and correlation techniques. The findings reveal that while occupation significantly influences the frequency of cosmetic purchases, income level does not determine brand preference. Furthermore, trust in influencers is not related to online shopping frequency. Key trust factors such as authenticity, clarity, knowledge, and transparency were found to be interrelated and crucial in building influencer credibility. The study concludes that influencers who maintain honesty and transparency can effectively influence consumer decisions, emphasizing that trust is the cornerstone of successful influencer marketing in the cosmetic industry.