Effectiveness of Influencer Marketing on Skin care Brand purchase Decision among Female Consumer in Pune

The study confirms that social media influencers are no longer just content creators but are pivotal decision-makers in the skincare consumer journey. While nearly 60% of consumers use influencer reviews as a final "check" before purchasing, trust is highly fragile and tied to an influencer's perceived knowledge and transparency. Ultimately, the "social proof" provided by an influencer's physical appearance remains the strongest driver of initial product interest for this demographic.

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