📄 Abstract
This study investigates the impact of social media influencers attributes specifically attractiveness and information quality on consumers purchase intention for beauty products in Jamshedpur, Jharkhand. A quantitative, descriptive design was adopted, and data were collected from 100 social media users through a structured questionnaire using convenience sampling. The analysis involved Exploratory Factor Analysis, Confirmatory Factor Analysis, and PLS-SEM. Results showed that attractiveness significantly influences purchase intention (path coefficient = 0.411, T = 5.079, p = 0.000), supporting H1. Information quality also had a weaker yet significant influence (path coefficient = 0.144, T = 1.961, p = 0.050), supporting H2. Both attributes were found to positively impact on purchase intention. The study highlights the importance of influencer traits in driving beauty product purchases. These findings suggest that both influencer attributes contribute to shaping consumer behavior in the beauty sector.
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📚 How to Cite:
Ankita Mandal, Dr. Sayak Gupta , IMPACT OF SOCIAL MEDIA INFLUENCERS ATTRIBUTES ON PURCHASE INTENTION WITH REFERENCE TO BEAUTY PRODUCTS IN JAMSHEDPUR , Volume 10 , Issue 8, august 2025, EPRA International Journal of Research & Development (IJRD) , DOI: https://doi.org/10.36713/epra23710