A Study on Impact of Social Media Influencers on Impulse Buying of Branded Cosmetic Products in India

This research aims to test the consequences of endorsements from social media influencers (SMIs)/Internet Celebrities (IC) on consumer trust in marketing campaigns, and how this in turn, impacts impulse purchases of branded cosmetics SMIs. The research focuses on five key elements that encourage impulsive purchases: SMIs popularity, audience identification with the SMIs, admiration for the SMIs, perceived social distance, and the perceived compatibility between the cosmetics brand and the influencer. A survey of 97 internet celebrity or influencer followers in India was conducted, revealing that trust is essential for influencing impulse buying behavior. Both identification with the influencer and perceived fit greatly increases impulsive purchases. Conversely, a great deal of social distance can erode the relationship between trust and impulsive purchases. The study suggests that branded cosmetics should collaborate not only with popular but also relevant SMIs with whom people relate more. SMIs that project a modest and relatable image are more likely to build consumer trust, thereby amplifying the effectiveness of their endorsements. The primary findings of this research have been that trust plays a crucial role in impulse buying of branded cosmetic products. This research also demonstrates that identification and adoration with SMIS impacts impulse buying as more people go toward their own personality closer to SMIS and are ready to buy products when recommended by them.