Social Media Influencers as an Emerging Marketing Tool in India’s Cosmetics Sector

Abstract

ABSTRACT This paper examines how social media influencers are becoming a key marketing tool in India’s cosmetics industry, focusing on credibility, authenticity, informational value, audience alignment, trust, and buyers’ purchase intentions. It uses a narrative review method, synthesizing themes from thirteen academic articles along with relevant industry and regulatory sources for context. The findings highlight that influencer expertise, perceived honesty, genuine communication, valuable content, audience relevance, and alignment with brands are consistently identified as crucial factors. However, data on follower counts, platform benefits, and engagement are mixed. Indian research largely relies on cross-sectional and self-reported data, which limits causal inferences. The study contributes by integrating these findings through Source Credibility Theory, proposing a pathway linking influencer traits and content to credibility, trust, identification, brand perception, and purchase intent. For practical use, cosmetic brands should evaluate influencers based on expertise, reliability, audience fit, content quality, and transparency, rather than just follower numbers.

Keywords: Social Media Influencers; Influencer Marketing; Cosmetics; Consumer Behaviour; Source Credibility; Authenticity; Trust; Purchase Intention; India.