1,2Assistant Professor, SIES (Nerul) College of Arts, Science and Commerce (Autonomous) Navi Mumbai.
This study uses a behavioral finance approach to investigate how social media influencers affect women's cosmetic purchasing decisions. In addition to examining behavioral elements including herding behavior, emotional bias, and perceived credibility, the study looks into how influencer marketing influences consumer choices. The study also evaluates whether exposure to influencer content causes impulsive purchasing behavior and examines how influencer attributes, such as trustworthiness, knowledge, and beauty, influence women's purchase intentions. A structured Likert-scale questionnaire was used to gather data from 240 female consumers as part of a quantitative research strategy. To investigate correlations and group differences, statistical analyses were performed using SPSS and Excel, including descriptive statistics and one-way ANOVA. The findings show that exposure to influencer content promotes impulsive buying tendencies and that behavioral finance characteristics and influencer reputation have a substantial impact on cosmetic purchase intentions. These results provide useful information for marketers to create focused tactics that improve the promotion of cosmetic products by utilizing consumer behavior patterns and influencer credibility.
Keywords: Impulsive purchasing, behavioral finance, social media influencers, and cosmetic purchasing behavior
How to cite this article: Patil-Birje S and Jha S, The Impact of Social Media Influencers on Women's Cosmetic Buying Behaviour: A Behavioural Finance Perspective. Int J Drug Deliv Technol. 2026;16(5s): 864-870. DOI: 10.25258/ijddt.16.5s.104
Source of support: Nil.
Conflict of interest: None