• Dr. Surbhi Jain
• Ms. Ritu

Now-a-day Influencer marketing has become an important component of contemporary business strategies, significantly influencing brand visibility, customer engagement, and brand loyalty. It has emerged as a powerful tool in the beauty industry, shaping consumer perceptions, attitude, trust, loyalty and purchasing decisions. This study examines the impact of influencer marketing on consumer buying behavior, focusing on how social media influencers affect brand awareness among customers, product preferences, and purchase intentions. The research explores various factors that shape consumer buying behaviour are such as influencer credibility, engagement levels, content authenticity, and consumer trust. It investigates the role of social media platforms in influencing consumer decision-making and how beauty brands leverage influencer collaborations to drive sales and customer loyalty. The cosmetic industry, with its diverse range of products and increasing innovation, benefits significantly from influencer marketing, especially in promoting new and organic products. The findings highlight that consumers are more likely to trust in influencers and confidence in purchase are the most crucial factors in driving consumer behavior in the beauty industry. Seeing multiple influencers promoting a product increases trust, but the perceived quality of the product does not always lead to a purchase. Despite its advantages, there is a notable cynicism among consumers regarding influencer authenticity.

Influencer marketing, consumer buying behavior, beauty industry, social media, brand trust, purchase intention, influencer credibility

"A Study on Impact of Influencer Marketing on Consumer Buying Behavior in The Beauty Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 2, page no.g710-g719, February-2025, Available :http://www.jetir.org/papers/JETIR2502688.pdf

"A Study on Impact of Influencer Marketing on Consumer Buying Behavior in The Beauty Industry", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 2, page no. ppg710-g719, February-2025, Available at : http://www.jetir.org/papers/JETIR2502688.pdf