Published September 30, 2026 | Version CC-BY-NC-ND 4.0
Journal article Open

The Impact of Influencer Marketing on Consumer Purchase Decisions for Beauty Products among Gen Z and Millennials

Authors/Creators

  • 1. Assistant Professor, School of Management, SASTRA Deemed to be University, Chennai (Tamil Nadu), India.

Description

Abstract: Purpose: This study compares the effect of influencer marketing on consumers' purchase decisions for beauty products between the current generation and the millennial generation. Influencer marketing, in which people with a sizable online following work with brands to promote items through relatable, genuine content, is one of the most potent recent developments in marketing, especially in the beauty product industry. The study aims to determine whether influencer marketing through social media such as YouTube, Instagram, and Facebook affects the purchase decisions of Millennial and Gen Z consumers. Design: The study uses primary data collected from Millennial and Gen Z consumers through a structured questionnaire. The data were analysed using statistical techniques to examine the effect of influencer marketing on their purchase decision. Findings: The findings indicate how influencer marketing influences beautyproduct purchase decisions and reveal differences between the two consumer groups. Research limitations/implications: The study is limited to selected consumers, beauty products and social media platforms. Future studies may consider other product categories and consumer groups. Practical implications: The findings provide implications for beauty brands in developing influencer marketing strategies for different consumer groups. Social implications: The findings may help consumers make informed purchase decisions and help influencers and beauty brands develop appropriate influencer marketing strategies for different consumer groups. Originality/value: The study contributes comparative evidence on influencer marketing and beauty-product purchase decisions among Millennial and Gen Z consumers.

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Additional details

Identifiers

DOI
10.35940/ijmh.B1904.13021026
EISSN
2394-0913

Dates

Accepted
2026-09-15
Manuscript received on 05 September 2026 | Revised Manuscript received on 10 September 2026 | Accepted on 15 September 2026 | Manuscript published on 30 September 2026.

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