IMPACT OF SOCIAL MEDIA INFLUENCER ON PURCHASE INTENTIONS OF FEMALE COSMETIC CONSUMERS AMONG BENSON IDAHOSA UNIVERSITY STUDENTS

ABSTRACT

This research investigates the impact of social media influencers on the purchase intentions of female cosmetic consumers, focusing on students at Benson Idahosa University. The study is structured into five chapters, encompassing the background, literature review, methodology, data interpretation, and conclusion. Key findings reveal that social media influencers significantly influence the purchasing decisions of female students, primarily through perceptions of authenticity, relatability, and trust. Personal narratives by influencers were identified as the most effective content type, resonating with 48% of respondents. Additionally, ethical practices such as transparent sponsorship disclosures are crucial in maintaining consumer trust. The study underscores the complex relationship between influencer strategies and consumer trust dynamics, providing valuable insights for enhancing influencer marketing effectiveness. Recommendations include ensuring consistent sponsorship disclosures and encouraging genuine personal narratives to drive engagement and influence.