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Stream/Area:
-
Subject:
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Paper ID:
IJSREM66879
Volume:
10 |
8 |
Aug 2026
Pages:
1--
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
MANAGEMENT
INSTITUTE OF MANAGEMENT STUDY, KOLKATA
MANAGEMENT
INSTITUTE OF MANAGEMENT STUDY, KOLKATA
MANAGEMENT
INSTITUTE OF MANAGEMENT STUDY, KOLKATA
The rapid growth of social media in recent times, has significantly transformed the beauty and cosmetics industry, establishing influencer marketing as a powerful promotional strategy. Platforms such as Instagram and YouTube have become major sources of product discovery and evaluation, particularly among young women. Existing literature emphasizes influencer credibility, authenticity, and trust as key determinants of consumer purchase intention. Drawing on Source Credibility Theory and the Stimulus–Organism–Response model, prior studies suggest that perceived authenticity enhances trust, which subsequently influences buying behavior. This study examines the impact of perceived influencer content authenticity on consumers’, particularly young women’s intention to purchase cosmetic products in Kolkata. It further aims to identify key factors influencing selection of influencers and attempts to develop a quantitative model linking authenticity to purchase intention. By focusing on a localized urban population, the study addresses the lack of statistically validated research in the Indian influencer marketing context. A quantitative design was adopted using a structured questionnaire administered to 250 respondents aged between 15 and 45 years. Perceived Authenticity (PA) was treated as the independent variable, and Cosmetic Purchase Intention (CPI) among young women, as the dependent variable. Data were analyzed using reliability testing, correlation analysis, regression analysis, and exploratory factor analysis. Results indicate a strong positive relationship between authenticity and purchase intention (r = 0.72, p < 0.001), with authenticity explaining 52% of the variance in purchase intention. Additionally, relational credibility—relatability, engagement, and cultural similarity—emerged as more influential in influencer selection than follower count. The findings confirm authenticity as a significant predictor of cosmetic purchasing decisions among women in Kolkata.
KEYWORDS
This study confirms that influencer content authenticity plays a critical role in shaping cosmetic purchase intention. The results show a strong positive relationship (r = 0.74) and high explanatory power (R² = 0.55), indicating that authenticity significantly drives consumer buying behavior. Regression analysis further establishes authenticity as a strong predictor of purchase intention. Additionally, relational credibility factors such as relatability and engagement are more influential than popularity metrics. Overall, authenticity emerges as a decisive factor influencing cosmetic purchasing decisions among young women in Kolkata.
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Publication Date
8/21/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
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