• Medha Sarkar
• Dr. Abhilasha R.

Abstract Social media has significantly transformed the advertising industry by introducing new paradigms in marketing strategies, particularly through the rise of influencer marketing. Unlike traditional advertising, which relies on broad-reaching platforms like television and print media, influencer marketing leverages the personal connections and authenticity of social media influencers to reach targeted audiences. This research explores how social media has redefined the landscape of advertising by enabling brands to engage with consumers in a more personalized and interactive manner. The study will examine the mechanisms through which influencers—individuals with substantial social media followings—affect consumer behavior and brand perception. It highlights the shift from conventional celebrity endorsements to micro-influencers, who, despite having smaller audiences, often possess more engaged and loyal followers. This shift has allowed brands to craft more niche and effective marketing campaigns, often leading to higher conversion rates. The methodology includes qualitative content analysis of instagram feeds by fashion and beauty influencers, specifically Malvika Sitlani, Debasree Banerjee, Kritika Khurana, Mrunal Panchal and Komal Pandey. This study aims to provide a comprehensive instagram feed analysis of the fashion and beauty influencers, with a particular focus on the advertising appeals and marketing strategies.

Influencer marketing, social media advertising, influencers, advertising appeals, Millennials and GenZ.

"Exploring the strategies of Indian social media beauty influencers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 5, page no.l556-l570, May-2025, Available :http://www.jetir.org/papers/JETIR2505C53.pdf

"Exploring the strategies of Indian social media beauty influencers", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 5, page no. ppl556-l570, May-2025, Available at : http://www.jetir.org/papers/JETIR2505C53.pdf