The Effectiveness of Influencer Marketing on Customer Purchase Intention of Cosmetics Among Women in Hyderabad

The rise of social media has reshaped consumer–brand interactions, making influencer marketing a powerful strategy in the cosmetics industry. In India, increasing digital adoption and cosmetic consumption among women highlight the growing role of influencers as opinion leaders. Examining attributes such as credibility, engagement, and brand alignment is essential to understand their impact on purchase intentions.