The Impact Of Social Media Influencers On Fashion And Beauty Purchase Decisions Among Female College Students In Kerala

Abstract

Social media has profoundly transformed the landscape of fashion and beauty, particularly influencing the purchase decisions of female college students in Kerala. This demographic, highly engaged and digitally savvy, is increasingly looking towards social media influencers for cues on the latest trends and products. These influencers, armed with substantial followings and perceived authority in style and beauty domains, wield significant influence over their audience’s choices by showcasing various brands and sharing their personal experiences with products. The interaction between influencers and their followers extends beyond simple transactions; it is deeply personal and highly persuasive, making these endorsements potentially more impactful than traditional advertising methods.

In Kerala, where education and cultural richness play a significant role in shaping youth identity and values, the influence of social media is particularly pronounced. Female college students often turn to these digital platforms for guidance on fashion and beauty, sectors that are continually influenced by global trends yet remain rooted in local aesthetics and cultural norms. Influencers serve not just as trendsetters but also as cultural intermediaries, blending international fashion with regional tastes. This role enhances their relevance and deepens their impact on their followers' purchasing decisions.

The study explores the significant effect of influencers on brand perceptions and buying behavior among young women in Kerala. It examines the importance of authenticity and trust in influencer-follower relationships and how followers evaluate the genuineness of recommendations versus sponsored content. Additionally, the psychological and social motivations that drive followers to emulate influencer preferences, including aspects of aspirational living and the social currency gained from brand affiliations, are analyzed.

The research intends to provide thorough insights into the changing relationship between social media influencers and consumer behaviour in the context of the fashion and beauty sectors by exploring these areas.

Understanding these relationships will not only illuminate current consumer behavior trends among young women in Kerala but also offer implications for marketers and brands aiming to engage with this influential consumer segment effectively.