This study investigates the influence of beauty vloggers' credible attributes (trustworthiness, expertise, attractiveness), parasocial interaction, and trust on consumer purchase intention within the context of influencer marketing. Utilizing the source credibility model and parasocial interaction theory, the research employs structural equation modeling (SEM) with 357 North Indian respondents (aged 16-45) to analyze the relationships between these variables. Findings reveal that beauty vloggers' credibility positively influences consumer trust, which in turn mediates the relationship between credibility and purchase intention. Furthermore, parasocial interaction also significantly impacts purchase intention. The study offers valuable insights for cosmetic companies to strategically leverage influencer marketing.

Mukta Garg, Apurva Bakshi