ARCHIVES
VOL. 12, ISSUE 2 (2026)
Impact of influencer marketing on consumer buying behaviour of Gen Z women towards cosmetic products
Authors
Naina Kaur, Parveen Kaur Lamba, Dr. Mansi Bansal
Abstract
In today’s time, the brands have started to consider influencer
marketing as a tool to promote their products, particularly in the beauty and
cosmetic sector. Social media usage has drastically grown over the years where
influencers are a key part of the consumer platform awareness, as well as their
opinion and buying habits. This study compares influence of influencer
marketing on consumer buying behaviour of Gen Z women towards cosmetic products
in Delhi NCR. For more information, 240 young women were recruited with active
participation as beauty influencers. The findings from the collected data were
analysed using statistical analysis which included the Correlation Test and
Regression Analysis and it was found that almost 69% of these consumers let
influencers to make their final buying decision. SmartPLS-based PLS-SEM was
further employed to validate the measurement and structural models, confirming
construct reliability, validity, and that the three influencer factors explain
61.2% of the variance in Purchase Intention. While being authentic and a
"good fit" for a brand is important, the results prove that content
engagement like watching reels, liking, and sharing is the biggest factor that
actually pushes someone to hit the “buy” button. The results are also in
parallel with Sustainable Development Goal 12 that is Responsible Consumption,
which focuses on the role of authentic influencer marketing to make informed
and conscious purchase decisions. For brands to truly grow, businesses need to
build long-term, honest partnerships with creators who know how to keep their
audience's attention.
Download
Pages:136-144
How to cite this article:
Naina Kaur, Parveen Kaur Lamba, Dr. Mansi Bansal "Impact of influencer marketing on consumer buying behaviour of Gen Z women towards cosmetic products". International Journal of Commerce and Management Research, Vol 12, Issue 2, 2026, Pages 136-144
Download Author Certificate
Please enter the email address corresponding to this article submission to download your certificate.