International Journal of Science, Engineering and TechnologyAuthors: Durga Prasanth K, Dr.S.Shankarii
Abstract: Social media influencer marketing has become a cornerstone of brand building in the digital-first retail landscape. This study examines the impact of influencer collaborations on the brand equity of Nykaa, India’s leading beauty and wellness retailer. Following an empirical research design, the study identifies how influencers act as opinion leaders to bridge the trust gap in online shopping by providing social proof and product efficacy. Primary data was collected through a structured questionnaire from 150 respondents, focusing on their engagement with beauty content across platforms like Instagram and YouTube. Statistical tools, including percentage and correlation analysis, were utilized to interpret the relationship between influencer credibility and consumer behaviour. The findings indicate that attributes such as honesty and perceived expertise significantly enhance Nykaa’s brand associations and perceived quality, directly influencing purchase intentions. Furthermore, promotional strategies like influencer-specific discount codes and haul videos play a vital role in fostering brand loyalty and repeat purchases. The study concludes that for Nykaa to maintain its competitive edge, it must continue to leverage diverse influencer tiers while integrating technological innovations to enhance the digital customer experience.
