Impact of E-Media Influencers on Purchasing Behaviour for Wellness Products

Author(s): Vikas SP and Dr. Geeta Joshi

Abstract:

The digital revolution has significantly reshaped consumer behaviour, especially within the wellness sector, where e-media influencers have emerged as powerful drivers of purchasing decisions. This study investigates how influencers on platforms such as Instagram, YouTube, and wellness blogs impact consumer choices related to skincare, fitness, dietary supplements, and other wellness products. Emphasizing authenticity, relatability, and trust, these influencers create persuasive narratives that often surpass the effectiveness of traditional advertising. The research explores key strategies employed by influencers, mechanisms of trust-building, and their influence on brand perception and loyalty. By analysing the relationship between influencer credibility and consumer purchase intentions, the study provides meaningful insights for marketers, businesses, and consumers in the evolving digital wellness marketplace.

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Pages: 84-88     |    2 View     |    0 Download