📄 Abstract
The rapid growth of social media platforms has significantly transformed marketing strategies across industries, especially in the cosmetic sector. Influencer marketing has emerged as one of the most effective digital marketing tools influencing consumer perceptions, purchase intentions, and brand loyalty. This study examines the influence of influencer marketing on consumer behaviour towards cosmetic products in Coimbatore. The study focuses on factors such as influencer credibility, product reviews, content quality, trustworthiness, brand awareness, and purchase intention. The research aims to evaluate how influencer marketing affects consumer decision-making and buying behaviour in the cosmetic industry. Data for the study were collected through structured questionnaires from consumers in Coimbatore using both qualitative and quantitative approaches. The findings reveal that influencer recommendations, authentic product reviews, and engaging social media content significantly influence consumers cosmetic purchasing decisions. Influencer marketing also increases brand awareness, trust, and repeat purchase intention among consumers. This study provides valuable insights for cosmetic brands and marketers in developing effective influencer marketing strategies that improve customer engagement, consumer satisfaction, and long-term brand loyalty.
🏷️ Keywords
📚 How to Cite:
Rajaabitha P T, Mr. T. Sivagnana Selvakumar , INFLUENCER MARKETING AND ITS INFLUENCE ON CONSUMER BEHAVIOUR TOWARDS COSMETIC PRODUCTS-A STUDY IN COIMBATORE , Volume 11 , Issue 5, May 2026, EPRA International Journal of Research & Development (IJRD) ,