Social Media Influencers and Cosmetic Consumption Patterns: A Study on Youth Demographics of Kolkata

Abstract

The rapid digitalization of India has increased the popularity of social media influencers, and a new marketing technique, termed influencer marketing, has been introduced. This study explores the role of social media influencers in the selection of cosmetic products by young consumers aged 16-24 in Kolkata, India. Data were collected from 200 respondents using a structured online questionnaire that investigated factors such as cosmetic purchase habits, preferred sources for obtaining cosmetic-related information, and the credibility criteria of influencers. The findings demonstrate that social media platforms have become the main source of information on cosmetic products compared to traditional marketing platforms. Moreover, influencers’ recommendations influence brand attention and perceived trustworthiness. This study identifies three key characteristics of influencers that help build rapport with young consumers: authenticity, expertise, and information quality. Based on these insights, influencer marketing appears to be an effective strategy for enhancing brand visibility and trust, although it lags behind in purchase conversion. Therefore, brands must develop more advanced engagement strategies to connect with the youth demographic by aligning influencer traits. Both brands and influencers need to recognize that today’s youth are active and discerning consumers. They critically evaluate social media content and trust in only reliable and authentic sources.