The rapid proliferation of digital technologies and social networking platforms has fundamentally transformed contemporary marketing practices, particularly within the personal hygiene industry. In the post-pandemic environment, heightened health awareness and increased digital engagement have amplified the role of social media marketing and influencer endorsements in shaping consumer attitudes and purchase intentions. Platforms such as Instagram and YouTube have evolved into dominant channels for brand communication, enabling interactive engagement, electronic word-of-mouth (e-WOM), and personalised promotional strategies. Drawing upon the Source Credibility Theory and the Theory of Planned Behaviour, this study investigates the influence of social media engagement, influencer credibility (trustworthiness, expertise, and attractiveness), content quality, and promotional attractiveness on consumer buying decisions of personal hygiene products.
A structured questionnaire was administered to 250 urban consumers aged 18–45 years. The collected data were analysed using reliability testing, exploratory factor analysis, and multiple regression analysis. The empirical findings indicate that influencer credibility and content relatability significantly and positively affect consumer purchase intention (p < 0.01), supporting prior research by Freberg et al. (2011) and Lou & Yuan (2019), which emphasises the persuasive power of digital influencers. Social media engagement also demonstrates a meaningful impact on consumer decision-making, consistent with the findings of De Veirman et al. (2017). However, promotional discounts and monetary incentives exhibit only a moderate influence compared to perceived authenticity and trust.
The study concludes that authenticity-driven influencer marketing strategies are more effective than purely price-based promotions in stimulating purchase decisions within the hygiene product segment. These findings offer strategic implications for marketers aiming to optimise digital campaign effectiveness and enhance brand loyalty in an increasingly competitive and digitally driven marketplace.
Social Media Marketing, Influencer Endorsement, Consumer Behaviour, Personal Hygiene Products, Purchase Intention, Digital Marketing, e-WOM.
. Influence of Social Media Marketing and Influencer Endorsements on Consumer Buying Decisions of Personal Hygiene Products. Indian Journal of Modern Research and Reviews. 2023; 1(1):102-107
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