An Analysis on the Strategic Role of Influencer Marketing for Consumer Behaviour at Nykaa Cosmetics (Online) in the NCR Region

An Analysis on the Strategic Role of Influencer Marketing for Consumer Behaviour at Nykaa Cosmetics (Online) in the NCR Region

RESEARCHER, SAMEER KHAN, DEPATMENT OF MANAGEMENT, SCHOOL OF BUSINESS, GALGOTIAS UNIVERSITY
PROFESSOR, DR. NISHTHA DWIVEDI DEPARTMENT OF MANAGEMENT, SCHOOL OF BUSINESS, GALGOTIAS UNIVERSITY

Abstract

This research paper explores the strategic role of influencer marketing in shaping consumer behavior at Nykaa Cosmetics in the National Capital Region (NCR) of India. In recent years, influencer marketing has become an essential tool for digital brands, especially in the beauty and cosmetics industry. The research aims to understand how Nykaa leverages influencers on platforms such as Instagram, YouTube, and Facebook to drive brand awareness, influence purchase decisions, and create customer loyalty. The study highlights consumer perceptions, engagement metrics, and trust-building elements associated with influencer campaigns. This paper utilizes theoretical frameworks including Innovation Diffusion Theory and PESTEL analysis to investigate the external and internal forces that govern influencer marketing. It also includes a case study to illustrate real-world applications of influencer campaigns. The findings contribute to understanding the evolving digital marketing landscape and offer insights for managerial strategies. The research concludes with key recommendations on optimizing influencer collaborations for sustainable consumer Introduction