The Role of Social Media Influencers in Shaping Online Buying Behavior: A Study on Cosmetic Products in the Indian Market

Social media influencers (SMIs) have become a key component of digital marketing, especially in industries like cosmetics, where visual appeal and personal recommendations strongly impact consumer choices. This research paper examines the influence of social media influencers on online buying behavior, specifically in the Indian cosmetic industry. The study explores how factors such as influencer credibility, engagement levels, content authenticity, and brand collaborations shape consumer perceptions and purchasing decisions. Using a mixed-method approach, including surveys and content analysis, the research highlights the effectiveness of influencer marketing in driving cosmetic sales in India.