BUYER BEHAVIOR/INTENTION

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Buyer Behavior/Intention

1.1  Introduction

Facebook, Twitter, and YouTube are among the predominant online networking sites that let people use virtual societies to create, share, and exchange information. For that reason, social media marketing has gained popularity, leading to many businesses hiring marketers to capitalize on digital platforms effectively. However, some organizations have ineffective online networking approaches that aim to determine consumer behavior. As a result, the goal of this proposal is to explore the importance of social media influencer activities on the purchase intention of consumers of beauty products; define how social media influencers impact purchase intention; and investigate which age group is most likely to be affected by influencers.

1.2 Aims and Objectives

The purpose of this proposal is to determine the impact of Social Media Influencers on consumers of beauty products.

1.2.1        Specific objectives

                    i.            To determine the importance of social media influencer activities in promoting beauty products to customers.

                  ii.            To establish the impact of social media influencers on the purchase intention of buyers.

                iii.            To determine the effect of social media influencers on consumers of different age groups.

1.2.2 Research Hypotheses

: There is a positive relationship between the integration of social media influencers in the marketing of beauty products and the purchase intention of consumers?

 Young age groups are likely to be influenced by social media influencers.

1.3 Scope of the Study

The research's scope and limitation are to investigate the influence of common factors related to endorsers and their effect on end-users' purchase intentions of beauty products. The study will focus on consumers of beauty products, as a result, the scope is selected because of the critical implications it has on determining effects of social media on buyers' behavior. As a consequence,...