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Exploring the impact of beauty vloggers' credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing

Business

Exploring the impact of beauty vloggers' credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing

M. Garg and A. Bakshi

This study by Mukta Garg and Apurva Bakshi explores how the credibility of beauty vloggers influences consumer trust and purchase intentions. With insights drawn from 357 North Indian respondents, the research highlights the significant role of parasocial interaction and offers strategic implications for cosmetic companies in influencer marketing.

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