stdClass Object
(
    [id] => 16752
    [paper_index] => 202506-01-022757
    [title] => IMPACT OF SOCIAL MEDIA INFLUENCERS ON CONSUMER PURCHASE DECISION IN FASHION AND BEAUTY INDUSTRY
    [description] => 
    [author] => Purvi, Ms. Ankita Shrivastava
    [googlescholar] => 
    [doi] => https://doi.org/10.36713/epra22757
    [year] => 2025
    [month] => June
    [volume] => 11
    [issue] => 6
    [file] => fm/jpanel/upload/2025/June/202506-01-022757.pdf
    [abstract] => This study explores how social media influencers shape consumer purchase decisions within the fashion and beauty industry, focusing on a digitally engaged demographic. Utilizing a structured quantitative survey with 300 Indian consumers aged 18–35, it investigates how influencer attributes impact consumer behavior. The research emphasizes two critical constructs—influencer credibility and parasocial relationships—as foundational to developing trust and persuasion. These psychological mechanisms influence how consumers evaluate endorsements and integrate influencer advice into their purchase journeys. This positions influencers not merely as content creators but as key actors in digital brand-consumer dynamics.
The findings reveal strong positive correlations between influencer credibility, emotional connection, and purchase intention. High-quality, engaging content and strong product-influencer alignment enhance consumer trust and responsiveness. Authenticity and expertise reinforce message effectiveness. Together, these factors amplify the impact of influencer marketing in the digital space.
By integrating Source Credibility and Parasocial Interaction theories, the study offers a robust framework for understanding influencer marketing outcomes. It provides actionable insights for brands to enhance engagement by aligning with authentic, relatable influencers. The findings highlight the need for data-driven, platform-specific strategies to foster loyalty and drive conversions.

    [keywords] => Social media, Influencer marketing, Fashion industry, Beauty industry, Consumer purchasing decision.
    [doj] => 2025-06-26
    [hit] => 
    [status] => 
    [award_status] => P
    [orderr] => 208
    [journal_id] => 1
    [googlesearch_link] => 
    [edit_on] => 
    [is_status] => 1
    [journalname] => EPRA International Journal of Multidisciplinary Research (IJMR)
    [short_code] => IJMR
    [eissn] =>  2455-3662 (Online)
    [pissn] => - --
    [home_page_wrapper] => images/products_image/11.IJMR.png
)
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