THE IMPACT OF INFLUENCER MARKETING ON BEAUTY INDUSTRY

Abstract

The developing world is giving a lot of technologies which are avidly being used by people all over the world. These emerging technologies have created platforms which today serve as a marketplace for firms to showcase their products ditching the traditional marketing practices. The use of Instagram and other social media platforms is increasing on a daily basis which gives a livelihood and fame to people. Unlike famous personalities, these people (influencers) have created their own audience who are religiously following them and accepting their say on different things. These influencers have now become the face of these brands who are considered reliable by people. These influencers are also content creators who present their ideas and make their followers to interact with them by using likes, comments, and following. These influencers hence, are affecting the purchasing behaviors of these people as they are deemed to be authentic. This has been studied in an Indian context where top ten beauty influencers are taken in the study and a primary data collection has been conducted to understand the buying behavior of consumers of a beauty and personal care product on the basis of likes, comments, and online reviews. We have also tried to find out the impact of engagement rate and hashtags used by these influencers to increase/decrease the engagement on their Instagram handles.