The Influence of Social Media Beauty Guru or Influencers on Customers Purchase Intention
A positive review posted on social media can reach up to a thousand followers and friends, and it can be shared by other users to boost the number of favorable views. It can also help boost the number of people following a particular influencer. It's also possible that people spend more time on social media than in-person recommendations. In today's digital age, it is more important than ever that people have the necessary information when it comes to making informed decisions. Because of this, many companies have started utilizing social media marketing as a part of their marketing strategy. This review aims to analyze the various facets of social media and how it can affect word of mouth. It also delves into the characteristics of social media influencers and their potential impact on a consumer's decision-making process when it comes to buying a product.
Keywords - Beauty guru, e-WOM, Influencer, Purchase Intention, Social networking sites.