Impact of The Influencer Marketing On Genz With Special Prefernce To Purchasing Haircare Products

Impact Of the Of Influencer Marketing Strategies On Gen Z's with
Special Preference to Purchasing of Organic Haircare Products
A dissertation submitted for the partial fulfilment of the program
Master’s in Entertainment Media & Advertising
Submitted by
AAYUSHI KATIRA
Roll No:
31032722020
Somaiya Vidyavihar
University,Vidyavihar,
Mumbai – 400077
2023-2024
1
Impact Of the Of Influencer Marketing Strategies On Gen Z's with
Special Preference to Purchasing of Organic Haircare Products
Submitted in partial fulfilment of requirements for the degree of
Master of Arts
Entertainment Media &
Advertising
Guide
Dr. Saranya T
Submitted by
Aayushi. Katira
Roll No:
31032722020
Somaiya Vidyavihar
University,Vidyavihar,
Mumbai – 400077
2023-2024
2
CERTIFICATE
This certifies that the entire work embodied in the final semester “Impact Of The Of Influencer
Marketing Strategies On Gen Z's with Special Preference to Purchasing of Organic Haircare
Products” has been carried out by Aayushi katira student of Master of Art in Entertainment Media and
Advertising, S.K. Somaiya College, Somaiya Vidyavihar University, during the year 2023- 2024.
The dissertation is submitted in partial fulfilment of the requirement of the Masters in Entertainment
Media and Advertising program conducted by Somaiya Vidyavihar University, Mumbai.
Dr. Saranya T Ms. Richa Chaudhary

Guide Coordinator
External Examiner CA Monica Lodha

Director
3
DECLARATION
I, hereby, declare that the thesis titled ‘Impact Of the Of Influencer Marketing Strategies
On Gen Z's with Special Preference to Purchasing of Organic Haircare Products
.’ Submitted to the Somaiya Vidyavihar University as a part of semester IV of the course
Master ofArts Entertainment Media and Advertising, 2023-2024, under the guidance and
supervision of Dr. Saranya T,Associate Professor Department of Mass Media at S.K. Somaiya
College, Somaiya Vidyavihar University, Mumbai; is a record of original research work carried
out. This thesis in whole or part has not been previouslysubmitted for any other Degree or
for other academic purposes. Such materials obtained from other sources are duly
acknowledged properly in this thesis.
Dr. Saranya T Aayushi katira

Guide
Student/ Researcher
4
ACKNOWLEDGEMENT
I would like to express my thanks to our Assistant Prof. Dr. Saranya T for her guidance and
direction throughout, and my Director CA Monica Lodha, HOD Mrs. Richa Chaudhary for
giving me this opportunity to research and for my learning throughout this. I must express my
sincere gratitude towards my parents and classmates of MA-EMA. To all my friends, siblings,
and others, for helping me out with the survey part of the research. I am thankful to every single
respondent who filled out my survey, to me, this was important as it helped me complete my
research.
Lastly, I am thankful to Somaiya Vidyavihar University and my College SK Somaiya College

for giving me the opportunity to carry out this research.
This topic was related to one of my interests so I selected it and worked genuinely on it.
AAYUSHI KATIRA
5
Index PAGE . NO
1 CHAPTER 1 : INTRODUCTION 12-16
1.1 Introduction 12
1.2 Organic Haircare 13
1.3 The Rise Of The Social Media Influencer 1
1.4 Influencer Marketing 14
1.5 Genz Buying Behaviour 14
1.6 Social Media Influencers Are Changing The Way 14

We Consume
1.7 The Impact Of Influencers On Social Media For Businesses 15
1.8 Chapterization Of Thesis 15
1.9 Summary 16
2 CHAPTER 2: REVIEW OF LITRATURE 18-14
2.1 Introduction 18
2.2 International studies 18
2.3 National studies 21
2.4 Theoreticial framework 22
2.5 Summary 24
3 CHAPTER 3: RESEARCH METHOLOGY 26-28
6
3.1 Introduction Of The Topic 26
3.2 Research Design 26
3.3 Statement Of The Problem 26
3.4 Objectives 26
3.5 Hypothesis 27
3.6 Study Variable 27
3.7 Detailed Description Of Locale Study 27
3.8 Selection Of samples 27
3.9 Distribution Of Sample Size And Study Area 27
3.10 Primary Data 27
3.11 Secondary Data 28
3.12 Pilot Study 28
3.13 Statistical Analysis 28
3.14 Operational Defination 28
3.15 Summery 28
CHAPTER 4: DATA ANALYSIS 30-50
4.1 Introduction 30
4.2 Demographics Of The Profile 34
4.3 Do You Follow Social Media Influencers? 36
4.4 What are your preferred social media platforms for following 37
influencers?
4.5 How Important Is It For You That The Influencer Shares Your 38
Values And Beliefs When Promoting Haircare Products?
7
4.6 Have You Ever Purchased A Haircare Product After Seeing It Promoted 39
By An Influencer?
4.7 Have You Ever Switched From Using Non-Organic To Organic 40

Haircare Products Due To Influencer Marketing?
4.8 How Often Do You Use Organic Haircare Products? 41
4.9 What Factors Influence Your Decision To Purchase Haircare 42

Products Promoted By Influencers?
4.10 Do You Believe That Influencer Marketing Impacts Your Perception 43
Of Organic Haircare Products?
4.11 Would You Be Willing To Pay A Premium For Organic Haircare 44
4.12 On A Scale Of 1 To 5, How Positivitely Do You Percieve The Quality 45
Of Organic Haircare Products Promoted By Influencers
4.13 How Likely Are You To Recommend Organic Haircare Products 46

Promoted By Influencers To Friends Or Family?
4.14 To What Extent Do You Strongly Agree That Influencers With Larger 47
Following Significantly Influence Your Preference For Organic
Haircare Products?
4.15 Do You Trust The Information Provided By Influencers When They 48

Promote Haircare Products?
4.16 Do You Agree That Following Influencers Endorsing Organic Haircare 49

Products Increases Your Brand Loyalty?
4.17 Do You Agree Cultural Background Significantly Influences Your 49

Responses To Influencer Marketing Campaign For Organic Haircare
Products?
Chapter 5: CONCLUSION 51-54
5.1 Introduction 51
5.2 LISTINGS AND FINDINGS OF THE STUDY 51
5.3 TEST OF HYPOTHESIS 51
5.4 IMPICATION OF STIDY 52
8
5.5 LIMITATIONS AND SUGGESTIONS 53
5.6 SUMMARY 54
BIBLOGRPAHY 55
QUESTIONNAIRE 59
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ABSTRACT
This study delves into the influence of influencer marketing on Generation Z's perceptions
and behaviour towards organic haircare products. By employing both quantitative surveys
and qualitative analyses, it seeks to unravel the intricate relationship between influencer
content and Gen Z's views on product quality, sustainability, and ingredient transparency.
Central to the investigation is the role of authenticity and relatability in influencer messaging,
considering Gen Z's preference for genuine, transparent communication. The research also
explores the impact of different types of influencers, including micro-influencers, on niche
segments within the Gen Z demographic.
Key findings emphasize the significance of authenticity and alignment with Gen Z's values,
particularly concerning sustainability and social responsibility. Micro-influencers, despite
having smaller followings, wield considerable influence over specific Gen Z audiences due to
their authenticity and relatability. This underscores the importance of selecting influencers
who authentically embody the brand's values and resonate with Gen Z's aspirations and
concerns.
Practical implications for marketers include the necessity of crafting content that aligns with
Gen Z's values and aspirations while ensuring transparency and authenticity in influencer
partnerships. By leveraging these insights, brands can effectively engage Gen Z consumers
and drive preferences and behaviour towards organic haircare products in the evolving
landscape of influencer marketing.
10
CHAPTER 1. INTRODUCTION
11
Impact Of the Of Influencer Marketing Strategies
On Gen Z's with Special Preference to Purchasing of
Organic Haircare Products
CHAPTER 1. INTRODUCTION
In recent times, influencer marketing has significantly impacted the preferences and buying
habits of Generation Z (Gen Z), particularly concerning organic haircare products. Gen Z, born
between the mid-1990s and early 2000s, is known for its adeptness with digital platforms,
reliance on social media, and preference for genuine and transparent brand interactions. In the
realm of organic haircare, influencer marketing strategies have profoundly influenced Gen Z's
attitudes and actions.
Primarily, influencer marketing has been instrumental in raising awareness and educating Gen
Z consumers about the merits of organic haircare items. Through sponsored content, product
reviews, and instructional videos, influencers have spotlighted the effectiveness and
sustainability of organic haircare brands, emphasizing their use of natural ingredients and
environmentally friendly packaging. By collaborating with influencers who share their values
and aesthetic sensibilities, Gen Z individuals are more inclined to perceive organic haircare
products as desirable and inspirational.
Additionally, influencers have become trusted sources of product recommendations and
lifestyle inspiration for Gen Z. Unlike conventional advertising, which may come across as
intrusive or insincere, influencer-generated content feels more personal and relatable to Gen Z
consumers. They often follow influencers who mirror their interests, identities, and aspirations,
fostering a sense of kinship and trust. When influencers endorse organic haircare products, they
lend their credibility and authenticity to the brand, making it more appealing and persuasive to
their followers.
Moreover, influencer marketing has revolutionized how Gen Z discovers and evaluates organic
haircare products. With the proliferation of social media platforms like Instagram, YouTube,
and TikTok, influencers have emerged as influential tastemakers and cultural gatekeepers. Gen
Z individuals actively seek out recommendations from influencers they admire, using their
platforms as virtual marketplaces for product exploration and discovery. By tapping into
influencers' expertise and influence, organic haircare brands can expand their reach and
cultivate devoted followers among Gen Z.
Furthermore, influencer marketing facilitates deeper engagement between organic haircare
brands and Gen Z consumers, fostering meaningful connections and brand loyalty. Through
collaborations, giveaways, and interactive campaigns, brands can involve influencers and their
followers in co-creating content and shaping brand narratives. This sense of community and
involvement resonates with Gen Z's desire for authenticity and inclusivity, nurturing positive
associations and emotional ties with the brand.
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In summary, the influence of influencer marketing strategies on Gen Z's preferences and
purchasing behaviour regarding organic haircare products is significant. By harnessing the
reach, trustworthiness, and authenticity of influencers, brands can effectively inform,
motivate, and engage with Gen Z consumers, ultimately driving awareness, consideration, and
conversion. As Gen Z continues to shape consumer culture, organic haircare brands must adapt
their marketing approaches to cater to the evolving needs and values of this influential
demographic.
The list of hair growth ingredients added in products provided encompasses a variety of natural
remedies that can effectively stimulate hair growth and improve overall hair health. From wheat
germ oil, rich in linoleic acid for nourishment and repair, to biotin, essential for keratin
production and preventing hair thinning, each ingredient offers unique benefits. Rosemary oil
and thyme oil boast anti-inflammatory properties, promoting blood circulation to the scalp and
preventing hair loss, while ashwagandha strengthens hair and reduces dryness. Argan oil and
jojoba oil moisturize and protect the hair from damage, while apple cider vinegar acts as a pH
balancer for improved hair strength and shine. Notably, onion extract, with its sulfur content,
stimulates blood circulation and combats hair loss effectively. These ingredients can be
incorporated into various haircare routines, from homemade treatments to commercial products
like shampoos, conditioners, and serums. Additionally, specific products tailored for beard and
hair growth, such as beard oil and hair serums, offer targeted solutions for men seeking to
enhance their hair growth journey. Overall, these natural ingredients provide multifaceted
benefits, including reduced hair fall, improved texture, and increased blood circulation,
contributing to healthier, more vibrant hair.
1.2 ORGANIC HAIRCARE

Organic hair care products have gained significant popularity in recent years as consumers
increasingly prioritize natural ingredients and sustainability. Unlike conventional hair care
products that may contain synthetic chemicals, organic hair care products are formulated with
plant-based ingredients that are grown without pesticides or chemical fertilizers. These
products often feature botanical extracts, essential oils, and other natural compounds known
for their nourishing and moisturizing properties. One of the primary appeals of organic hair
care is its focus on environmental sustainability and reducing exposure to potentially harmful
chemicals. By opting for organic products, consumers can support eco-friendly farming
practices and minimize their carbon footprint. Additionally, organic hair care products are
generally free from harsh additives and artificial fragrances, making them suitable for
individuals with sensitive scalps or allergies. Furthermore, organic hair care emphasizes
transparency in labeling, providing consumers with peace of mind regarding the ingredients
used in the products they use. Whether it's shampoos, conditioners, or styling products, organic
hair care offers a range of options to suit different hair types and concerns.. Healthy gummies
for skin and hair offer an easy and enjoyable way to boost your beauty routine. These delicious
treats are packed with essential vitamins and nutrients like biotin, vitamin E, vitamin C, and
collagen. Biotin strengthens hair and nails, while vitamins E and C protect the skin from
damage and promote a youthful appearance. Collagen supports skin elasticity and hydration,
ensuring a healthy glow. Incorporating these gummies into your daily routine provides a
convenient way to nourish your skin and hair from within, helping you look and feel your best.
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Overall, the growing demand for organic hair care reflects a broader shift towards cleaner, more
sustainable beauty practices that prioritize both personal health and environmental well-being
1.3 THE RISE OF THE SOCIAL MEDIA INFLUENCER

The rise of social media influencers has reshaped how individuals and organizations
communicate and market their products or ideals. Influencers wield significant influence over
their followers, impacting their purchasing decisions, beliefs, and behaviours. While
influencers have existed throughout history, the digital age has allowed for a unique
manifestation of this phenomenon. Social media influencers, typically characterized by their
ability to sway purchasing decisions, have become essential partners for businesses and
organizations looking to expand their reach and engagement. This form of marketing is not
new; businesses have been using individuals to influence consumer behaviour for over a
century. However, social media has democratized the process, giving consumers more power
to shape brand perceptions. Authenticity and relatability are key factors in influencer
effectiveness. Micro-influencers, with smaller but more engaged followings, can often be more
compelling than celebrities due to their perceived authenticity. Brands are increasingly
recognizing the value of micro-influencers in reaching niche audiences and driving genuine
engagement. Overall, the rise of social media influencers presents both benefits and challenges
for society. While influencers can help businesses reach new audiences and foster genuine
connections, there are concerns about manipulation and materialism. Understanding the
dynamics of influencer marketing is essential for businesses and consumers alike in navigating
this evolving landscape.
1.4 INFLUENCER MARKETING

Incorporating the sway of individuals possessing specialized knowledge, credibility, or social influence,
influencer marketing has emerged as a fusion of social media marketing and celebrity endorsements.
Micro-influencers, especially, have gained traction among Gen Z consumers due to their relatability,
authenticity, and alignment with specific niches. Collaborations between brands and influencers,
sponsored content, and product placements serve as avenues through which brands engage with the
interests and inclinations of Gen Z. For influencers to bolster customer trust and interaction, they must
embody authenticity and adhere to the values shared by Generation Z.
1.5 GENZ BUYING BEHAVIOUR

Gen Z is often characterized as more cautious in their purchasing decisions compared to
previous generations, with a tendency to avoid impulse buying. In India, where living with
parents until marriage is common, it's expected that many Gen Z consumers also live with their
parents, influencing their online shopping behaviour. While Gen Z does engage in activities
like online banking and product research on smartphones, they show less interest in activities
such as writing customer reviews or visiting special deal pages. When it comes to social media,
Gen Z follows general patterns but tends to be slightly more passive, with fewer interactions
with brands compared to millennials. This suggests a growing critique of materialistic values
and a preference for real-life connections. Brands should adapt to these trends by promoting
innovations to millennials and facilitating real-life connections for Gen Z. Overall, both Gen Y
and Gen Z in India have embraced online shopping due to their familiarity with technology
from an early age, influenced by rising affluence and globalization.
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1.6 SOCIAL MEDIA INFLUENCERS ARE CHANGING THE WAY WE
CONSUME
Social media has become ingrained in our daily routines, with influencers playing a key role in
promoting sustainable consumption. Their ability to sway consumer choices and gain
recognition from marketers hinges on their perceived importance and credibility among
followers. This study employs network theory and theory of mind to analyse how an
influencer's importance and credibility affect sustainable consumption. Through data from 427
consumers and structural equation modelling (SEM), we found that an influencer's importance
positively influences their credibility, which in turn positively impacts cognitive, affective, and
conative aspects of sustainable consumption. These findings underscore the significance of
influencers in driving sustainable consumption and offer insights for social marketers and
influencers to refine their sustainable marketing strategies.
1.7 THE IMPACT OF INFLUENCERS ON SOCIAL MEDIA FOR

BUSINESSES
The article explores the significant impact of social media influencers on reshaping brand
interactions with target audiences. It emphasizes their ability to establish credibility, amplify
brand visibility, drive engagement and conversions, humanize brand identity, navigate niche
markets, craft effective marketing campaigns, adapt to evolving consumer trends, foster
innovation and creativity, and enhance social proof and authenticity. By leveraging influencers'
authentic voices and engaging content, businesses can achieve sustainable growth, heightened
brand recognition, and lasting consumer loyalty.
1.8CHAPTERIZATION OF THESIS
The research will follow these five chapters, chronologically.
● Chapter 1: Introduction
In this chapter we will discuss the topic and its significance for study, which will also provide
general overview of the topics.
● Chapter 2: Review of Literature
This chapter will contain previous studies and reviews related to the topic. Furthermore, it
includes the study’s theoretical framework.
● Chapter 3: Research Methodology
This chapter contains information on the aims of the research, its hypotheses, the locale of the
study, the location of the respondents, and the survey questionnaire used to gather data.
● Chapter 4: Data Analysis
In this chapter we will process the data, which includes data tabulation, statistical analysis, and
content analysis.
● Chapter 5: Conclusion
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This chapter will include the findings, conclusions, and suggestions for further research will be
discussed followed by annexure, bibliography, and references.
1.7 SUMMARY
Social media influencers have emerged as significant players in reshaping brand interactions
and consumer behaviour. With their ability to establish credibility, amplify brand visibility, and
drive engagement, influencers play a crucial role in promoting sustainable consumption and
influencing purchasing decisions. Brands are increasingly collaborating with influencers to
reach target audiences, improve brand image, and increase profitability. Micro-influencers, in
particular, are valued for their authenticity and ability to connect with niche audiences. While
influencer marketing presents numerous benefits, there are also concerns about manipulation
and materialism. Overall, understanding the impact of influencers is essential for businesses
and consumers navigating the evolving landscape of social media marketing.
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CHAPTER 2. REVIEW OF LITERATURE
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CHAPTER 2. REVIEW OF LITERATURE
2.1 WHAT IS REVIEW OF LITERATURE?

Review of Literature is a collection of data, information from books, journal articles, research papers,
case studies and thesis related to a specific research topic or research question. It is often written as part
of a thesis, dissertation, or research paper, to create your work related to existing knowledge and to have
background information about your topic.
2.2 REVIEW OF LITERATURE

Linda McElveen, 2020 in article “Do Gummies for Hair Growth Work?” States that In the
quest for long, luscious hair, many have turned to hair gummies, often endorsed by celebrities
on social media. But do these gummies actually deliver on their promises? This article explores
the efficacy of hair growth gummies, breaking down their ingredients and examining their
potential benefits. Most hair gummies contain biotin and vitamins such as D, A, C, and E,
which are touted for their role in supporting hair health. While biotin has shown some promise
in promoting hair growth, additional research is needed to confirm its effectiveness. Moreover,
the U.S. Food and Drug Administration (FDA) does not currently approve any hair gummies
on the market, raising concerns about their safety and efficacy. Furthermore, any potential
benefits from hair gummies would only affect new hair growth, and visible results may take up
to six months to manifest. Ultimately, while hair gummies may seem appealing, maintaining a
balanced diet rich in fruits and vegetables is key to supporting natural hair growth. Individuals
experiencing hair loss should consult with a physician to explore underlying causes and
appropriate treatment options.
Lily Cai, 2023 in article” 6 Best Natural Ingredients for Hair Growth” says Natural
ingredients have gained attention for their potential to promote hair growth, offering
alternatives to medications like finasteride. These ingredients target various aspects of hair
health, including increasing blood flow, reducing inflammation, and regulating androgen
levels. Among the top contenders are pea sprout extract, saw palmetto, rosemary and
peppermint oils, caffeine, biotin, and ginseng extract, each offering unique benefits such as
stimulating growth, blocking DHT conversion, and promoting scalp health. By addressing
factors like inflammation and oxidative stress, these ingredients create an environment
conducive to hair follicle health and growth. While further research is needed to establish
optimal dosing and long-term safety, incorporating natural ingredients into hair care routines
can complement traditional treatments and support overall hair health.
Dina Gerdeman's 2019 piece "How Influencers Are Revolutionizing Beauty Marketing"
explores the evolving consumer landscape influenced by figures like Katie Jane Hughes. It
underscores the preference for genuine endorsements from influencers as opposed to
conventional marketing approaches, prompting established beauty brands to adjust. The rise of
direct-to-consumer brands partnering with influencers is driving significant momentum in the
influencer marketing sector, marking a substantial shift in the marketing and sales dynamics of
beauty products.
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Vy Huynh's thesis, "Exploring the Impact of Social Media Influencers on Consumer
Decision-making in the Vietnamese Beauty and Cosmetic Market," delves into the role of
influencers in shaping consumer choices within this specific market. Drawing on John Dewey's
five-stage decision-making process and existing literature on opinion leadership and influencer
marketing, the study aims to investigate consumer perceptions of social media influencers
(SMIs), their influence on decision-making, and offer practical advice for beauty brands in
Vietnam. Employing an inductive qualitative approach, primary data is gathered through
interviews with Vietnamese consumers, complemented by secondary data from various
sources. The research findings underscore the significant influence of SMIs in the early stages
of decision-making, attributed to their creation of relevant and valuable content. However,
concerns arise regarding the authenticity of product recommendations as influencers gain
popularity and sponsorships. These insights contribute to existing literature on influencer
marketing while providing unique perspectives from the Vietnamese beauty market. The thesis
concludes with actionable recommendations for brands to navigate the evolving landscape of
influencer marketing and suggests avenues for future research to quantify identified attributes'
effects.
Stefan Zak and Maria Hasprova's 2020 paper The Role of Influencers in the Consumer Decision-
Making Process, talks about how social media influencers have become really important in
today's globalized markets. They act like leaders on social media, affecting what people think
and buy. Influencer marketing, which is a part of social media marketing, has become really
popular. The research aims to organize what we know about influencers, looking at things like
their roles, types, and what makes them influential to consumers. They found that influencers
are especially powerful in areas like fashion, beauty, and services, but their influence can differ
depending on what they're promoting.
In 2019 article "Influencer Culture and How It Changes Markets," Emma Walogost talks
about how Lorraine Massey's Curly Girl Method has affected the hair care industry. She shows
how social media and influencers have a big impact on how products are made and how much
people trust them in online groups. The study says that trends like the Curly Girl Method might
not stick around forever and could be replaced by new ideas. It suggests that brands should
keep up with what people want, be ready to change, and know how to use social media well.
Jia Yi Chin, 2019 study titled "The Impact of Social Media Influencers on Beauty Product
Purchases: A Study on UCSI University Students," Jia Yi Chin looks at how influencers
affect what beauty products students at UCSI University buy. She uses a theory from 1990 to
see if students trust influencers based on how much they know, if they seem trustworthy, and
if they're attractive. The study also checks if different ethnicities see influencers differently.
They gave surveys to 234 students from the Faculty of Social Science and Liberal Arts. The
results show that students are more likely to buy products if they trust the influencer.
Interestingly, the study finds that students from different ethnicities see influencers similarly.
This means that companies can use influencers who seem knowledgeable, trustworthy, and
attractive to sell more products to their target customers.
Bognar, Puljic, and Kadezabek conducted a study in 2019 titled "Impact of Influencer
Marketing on Consumer Behaviour," aiming to investigate how marketing with influential
individuals influences consumer behaviours. The research analyzed how consumers perceive
influencers and whether they influence their decision-making process. The paper hypothesized
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that influencer marketing significantly affects consumer behaviours and their purchase
decisions. Using primary research, data was collected through a survey questionnaire
administered to a sample of 200 randomly selected consumers. Descriptive statistics were
applied to the collected responses to determine the correlation between influencers' impact and
consumer behaviour. The findings revealed that influencers have a positive effect on capturing
consumer attention, although consumers don't perceive influencers as directly influencing their
purchasing decisions. However, instances were noted where consumers buy products
recommended by influencers, regularly search for products used by influencers, and
recommend endorsed products to others. Consequently, the study supported the hypothesis,
concluding that influencers indeed impact consumer purchasing behaviour.
In her 2021 study, Priscilla Fungai Dube delves into the significant role of influencer
marketing on online platforms, driven by the widespread use of social media. Despite the
increasing prevalence of influencer marketing, there is a lack of research on how sponsorship
disclosure impacts source credibility, particularly in academia. The study unfolds in two main
parts: firstly, by examining the characteristics and importance of social media influencers, and
secondly, by investigating how sponsorship disclosure affects consumers' perceptions of source
credibility and their willingness to recommend organic hair care products. Instagram is chosen
as the primary social media platform due to its growing popularity among influencers, with a
specific focus on the thriving hair care retail industry. Dube employs Ohanian's Source
Credibility model as a theoretical framework and utilizes quantitative methods, including a
structured online questionnaire distributed to University of Cape Town students, mainly from
Generation Z. The collected data undergoes inferential statistical analysis, including a
structural equation model, revealing that sponsorship disclosure does indeed influence
perceived source credibility. Importantly, respondents indicate a higher likelihood of engaging
in word-of-mouth recommendations for products endorsed by influencers they perceive as
credible. This study offers valuable empirical insights into influencer marketing, providing
practical guidance for marketers in developing strategies for sponsored influencer marketing
campaigns while also contributing to academic understanding in this area.
Laura Lai's 2022 research on "TikTok Hair Care and Scalp Care Trends" The article
discusses how TikTok has become a major influencer in shaping beauty and personal care
habits, especially for Generation Z. With over 60% of TikTok users being Gen Z, the platform
has a big impact on trends and helps the high-end hair care industry grow. One popular TikTok
hashtag, #hairtok, covers a wide range of hair care topics. TikTok's influence is also seen in the
growing hair care market in Asia, where there's a focus on sustainability and treating hair like
skin. The study emphasizes the importance for personal care brands to keep an eye on TikTok
trends to understand what consumers like and how beauty products might change in the future.
Grafstrom. Jakobson, & Wiede in the year 2018, conducted a study titled ‘The Impact of
Influencer Marketing on Consumers Attitudes’ The purpose of this study was to find out
why Swedish millennials feel a certain way about influencer marketing on blogs and Instagram.
To do this, researchers talked to groups of young people from Jonkoping University. They
collected data and looked for patterns in what the participants said. They used deductive
reasoning, which means they used existing knowledge to guide their study, and abductive
reasoning, which means they used what they found to add new information to the existing
knowledge. The results of the study showed that millennials' attitudes towards influencer
marketing are influenced by different factors, like how well the promotions match the
20
influencer's style, how the influencer's style changes over time, and how much they trust the
messages.
Glaser, 2018 conducted a study on ‘Effectiveness of Influencer marketing-Which impact do
the congruity between follower and influencer on social media has on the intention to buy
of the follower?’ The study wanted to understand if people are more likely to buy things when
they feel similar to the influencer they follow on Instagram, especially in terms of their "ideal
selves." They picked Instagram because it's widely used. They gathered data through online
surveys. The findings revealed that when customers' ideal selves are similar to the influencer's,
they're more inclined to buy things. Surprisingly, when there's less similarity, customers are
even more likely to want to buy things.
In their 2023 article titled "Benefits of Organic Hair Care," Divyashree J and Ashith
Sashidhar discuss the rich tradition of Indian women's long, healthy hair, passed down through
generations. They advocate for incorporating natural methods and ingredients into hair care
routines for optimal health. Key steps include pre-conditioning with ingredients like curry
leaves and coconut oil, selecting shampoos with natural components like hibiscus and aloe
vera, and maintaining scalp health with regular moisturization and occasional hair spas.
Additionally, they emphasize the importance of a hair-healthy diet and caution against
excessive use of heat styling tools. Overall, the authors promote a holistic approach to hair
care, utilizing organic and natural ingredients for stronger, healthier hair in the long term.
Anupama Ray and Dr. S. Boopathy's 2019 research article "A Study on Impact of Instagram
Marketing on Personal Care Products in India" The research explores how Instagram
marketing influences people's choices when purchasing personal care products, which are
increasingly bought online. By surveying 208 individuals, the study investigated how various
elements on Instagram influence consumers' decisions. Analyzing the data with a statistical
tool called SPSS, the researchers found that factors such as age, gender, and occupation don't
significantly impact the decision to buy personal care products. However, the study did reveal
that Instagram marketing significantly influences people's decisions to purchase these products,
particularly in Bangalore.
Trivedi & Sama in the year 2019, conducted a study titled ‘The Effects of Influencer
Marketing on Consumers’ The study aimed to look at consumer electronics products and
compare how regular influencers and expert influencers influence how people buy things
online. The authors also wanted to see if feelings of admiration and attitude towards the brand
played a part in this. They surveyed 438 people and gathered information. Then, they used
different ways to analyze the data and test their ideas. They found that using experts in
influencer marketing was better for consumer electronics products than just using someone
who looks good. This suggests that using experts in influencer marketing can help businesses
do better.
Saima khan in 2020, A study titled ‘Effect of Social Media Influencer Marketing on
Consumers Purchase Intention and the Mediating Role of Credibility’, The study aimed
to understand how different aspects of influencers influence their credibility and affect the
purchasing behaviour of customers in Delhi NCR, India. The authors gathered data from 76
respondents using an online questionnaire created with Google Forms. They used a method
called quota sampling to select their sample group. The data was then analyzed using structural
equation modeling. The findings showed that attributes like information quality,
21
trustworthiness, and entertainment value had a significant impact on the credibility of
influencers. These attributes also indirectly affected the purchasing behaviour of customers.
Additionally, the study highlighted that customers' purchasing behaviour was directly
influenced by the trustworthiness and credibility of influencers.
In 2021, Govindan & Alotaibi conducted a study titled ‘Impact of Influencers on Consumer
Behaviour: Empirical Study’ to find out the impact of influence marketing on customers
buying behaviour and decision and what were the associated reasons behind decreased sales
obtained by influencers are by conducting a research using research methodology and data
analysis based on the data collected with help of author’s marketing internship experience. The
author collected literatures using many sources to find out more about influencer marketing
and the impact of influencers on customers buying decision behaviour. The primary data was
collected using survey questionnaires on a sample size of 20 respondents. Quantitative method
was applied to identify the impact of influencers on customers buying behaviour and decision
making by determining what causes decreased sales for an influencer. The results of the study
revealed the causes for decreased sales and how it affects the buying behaviour of the
customers. The results showed that 35 if required steps are taken to resolve the disadvantages
then profits can be produced through influence marketing.
Thakker (2021) A Study on the Impact of Influencer Marketing on the Buying Behaviour
of Consumers across Different Generations’ The study aimed to provide a comprehensive
understanding of influencer marketing, including its opportunities and challenges. It also
sought to determine the comparative impact of influencer marketing on the purchasing
behaviour of Millennials and Baby Boomers in Pune, Maharashtra. The authors wanted to
assess how effective influencers were in attracting and motivating customers to buy products.
To achieve this, primary research was conducted on 310 respondents using online
questionnaires filled through Google Forms. The results were analyzed using statistical
methods like T-test and one-way ANOVA. The findings revealed a significant difference in the
effect of influencer marketing on the purchasing behaviour of Millennials and Baby Boomers.
In June 2010 review titled "Indian Medicinal Plants Used in Hair Care Cosmetics: A Short
Review," authors Amit Gupta, Rishabha Malviya, Tej Prakash Singh, and Pramod Sharma
delve into the historical significance of plants as sources of both food and medicine. They
emphasize the importance of hair in reflecting an individual's personality and discuss the
longstanding use of plant materials in hair care formulations. The review provides a concise
summary of various Indian medicinal plants known for their hair care properties, outlining their
biological sources, active constituents, and biological activities. Through this exploration, the
authors highlight the traditional practice of utilizing natural remedies for hair care in India.
2.3 Theoretical Framework:

2.3.1 Uses and Gratification Theory
1. Application to the Research: In the study, the Uses and Gratification Theory can be applied
to understand how Gen Z utilizes influencer content on organic haircare products to fulfil
specific needs and gratifications. Researchers can explore the motives behind Gen Z's
engagement with influencers, such as seeking information, entertainment, social connection,
22
or personal identity reinforcement. By analysing how influencers cater to these gratifications,
the study can reveal the diverse ways Gen Z interacts with influencer marketing content related
to organic haircare.
2. Relevance to the Study: The Uses and Gratification Theory is highly relevant as it offers a
consumer-centric perspective, focusing on why and how individuals actively choose and use
media to satisfy their needs. In the context of influencer marketing on organic haircare
products, this theory helps in understanding the audience's motivations for engaging with such
content. By incorporating this theoretical framework, the study gains depth by exploring not
only the impact of influencer marketing but also the underlying reasons why Gen Z turns to
influencers for information, entertainment, or social connection in the realm of organic
haircare. This insight provides a holistic understanding of the dynamic relationship between
Gen Z, influencer marketing, and their preferences and purchasing behaviour.
2.3.2 Diffusion of innovation

1. Application to the Research: Applied to the study, the Diffusion of Innovation Theory
focuses on how the adoption of organic haircare products spreads among Gen Z. The theory
identifies different adopter categories, ranging from early adopters to laggards. In the context
of influencer marketing, researchers can investigate how influencers serve as early adopters,
embracing and promoting organic haircare trends. Analysing the diffusion process allows for
an examination of the factors influencing the acceptance and adoption of these products within
the broader Gen Z demographic over time. This perspective facilitates understanding how
influencers contribute to different stages of adoption, shaping Gen Z's preferences and
purchasing behaviour.
2. Relevance to the Study: It provides a framework for understanding the gradual acceptance
and spread of organic haircare trends among Gen Z. Influencers, acting as early adopters, play
a pivotal role in influencing the initial stages of adoption, impacting the broader demographic
over time. This theoretical framework is particularly pertinent in capturing the evolving
landscape of Gen Z's preferences and purchasing behavior. By examining how influencers
contribute to the diffusion process, the study gains insights into the dynamics of trend adoption
within this demographic, enriching the understanding of the impact of influencer marketing on
organic haircare product preferences.
2.3.3 Magic Bullet theory

1. Application to the Research: In applying the Magic Bullet Theory to the study, the focus
shifts to influencer marketing as a direct and immediate influence on Gen Z's preferences and
purchasing behavior for organic haircare products. The theory suggests that influencer content
acts as a persuasive "magic bullet," penetrating the audience's minds without much resistance.
Researchers can scrutinize specific instances where influencers showcase and endorse organic
haircare, examining the instantaneous impact on Gen Z's consumer choices. This application
allows for a concentrated exploration of how influencer marketing swiftly shapes individual
preferences and purchase decisions.
2. Relevance to the Study: It emphasizes the immediate impact of influencer marketing,
aligning with the fast-paced nature of Gen Z's online engagement. This theory underscores the
idea that influencers serve as powerful communicators who can swiftly mold preferences and
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drive purchasing decisions in the short term. By adopting the Magic Bullet Theory, the study
gains insight into the direct and rapid influence of influencer marketing on Gen Z's preferences
for organic haircare products. This theoretical lens contributes to understanding the quick-
response dynamics within this demographic, providing valuable perspectives on the immediate
effects of influencer strategies on consumer behaviour.
2.4 SUMMARY
This collection of research articles and studies explores the evolving landscape of influencer
marketing, particularly within the beauty and personal care industries. The studies delve into
various aspects of influencer marketing, including its impact on consumer behaviour, brand
loyalty, purchase intentions, and the effectiveness of different marketing strategies.
Researchers examine the role of influencers in shaping consumer perceptions, decision-making
processes, and purchasing behaviours, as well as the credibility and trustworthiness of
influencers. Additionally, studies explore the intersection of influencer marketing with
emerging platforms like TikTok and Instagram, as well as the challenges and opportunities
posed by this evolving marketing landscape. Overall, these studies provide valuable insights
for marketers, brands, and researchers seeking to understand and navigate the complex
dynamics of influencer marketing in contemporary markets.
24
CHAPTER 3: RESEARCH METHODOLOGY
25
CHAPTER 3: RESEARCH METHODOLOGY
3.1 Introduction of the topic

In recent years, influencer marketing has emerged as a dominant force in shaping consumer
behaviour, particularly among Generation Z. This demographic's interest in organic haircare
products intersects with influencer marketing strategies, as these influencers often promote and
endorse such products. Understanding the impact of influencer marketing on Gen Z's
preferences and purchasing behaviour towards organic haircare involves examining the
symbiotic relationship between these influencers and their audience, exploring how
authenticity, trust, and relatability influence consumer choices in the realm of sustainable and
organic products.
3.2 Research Design

The data collection method would be as follows –
1.The Study plans to do a detailed survey of 150 samples based on a structured questionnaire.
2. The Survey method is used and tool for data collection is a questionnaire in the form of a
google form with a total of 19 questions.
3.The areas of sample collection are Harbour, Central and Western divisions of Mumbai, India.
3.3 Statement of the Problem

In recent years, influencer marketing has emerged as a powerful tool for promoting products,
particularly among Generation Z (Gen Z), who are known for their digital savvy and reliance
on social media platforms. One area where influencer marketing has gained significant traction
is in the promotion of organic haircare products. However, despite the increasing popularity of
influencer marketing strategies targeting Gen Z, there remains a gap in understanding the
precise impact of these strategies on Gen Z's preferences and purchasing behaviour towards
organic haircare products.
This study aims to address this gap by investigating the influence of influencer marketing
strategies on Gen Z's preferences and purchasing behaviour towards organic haircare products.
3.4 Objective of study

1. Evaluate how influencer marketing shapes Gen Z's perception of organic haircare
products.
2. Assess influencer endorsements' impact on Gen Z's brand loyalty.
3. Investigate authenticity and trustworthiness in Gen Z's perception of products.
26
3.5 Hypothesis of the Study
1. H1: Gen Z exposed to influencer marketing promoting organic haircare products will
not exhibit positive perceptions of product quality, sustainability, and ingredient
transparency compared to those not exposed
2. H2: Exposure to influencer promotions does not significantly affect the likelihood of
purchasing a haircare product among Gen Z individuals.
3. H3: Influencers with larger followings will have a greater impact on Gen Z's
preferences and purchasing behaviour towards organic haircare products compared to
those with smaller followings.
4. H4: Gen Z consumers who follow influencers endorsing organic haircare products will
exhibit higher levels of brand loyalty compared to those who do not follow such
influencers.
3.6 Study Variables

1. Independent Variables:
- Influencer marketing strategies

2. Dependent Variables:
- Gen Z's perception, preferences, and purchasing behaviour towards organic haircare
products
3.7 Detailed description of locale study

The locale study will be conducted in urban and suburban areas with a significant Gen Z
population, utilizing online a data collection method. Urban areas with high social media
penetration and active influencer culture will be targeted to ensure relevance to the study topic.
3.8 Selection of samples

The method of simple random sampling is used for the survey. Structured questionnaires that
follow the Likert scale (five-point scale) has been used to obtain the result of the survey. The
questionnaires were distributed among 150 people which includes college going students of
different age.
3.9 Distribution of Sample size and Study area

The areas of study are Western, Central and Harbour divisions of Mumbai. The samples have
been distributed among college going students and office going youngsters. 150 samples have
been distributed among 3 divisions of Mumbai.
3.10 Primary data collection

The data collection source is primary in nature. It is done through the survey method using
structured questionnaires. 150 questionnaires have been distributed containing total 17
questions each.
27
3.11 Secondary data collection
Secondary data were collected to help with comprehension of terminology and concepts.
Several websites have been suggested for learning intricate ideas and obtaining statistics data
3.12 Pilot Study

Using a pilot study, the research design was modified. The created questionnaire was provided
to 10 participants in order to understand their responses and get their feedback. Ten responses
later, it was evident that the topic is important and that further research can be done on it.
3.13 Statistical Analysis

The primary focus of this research is the percentage analysis method.
3.14 Operational Definitions

"Influencer Marketing Strategies" Refers to specific tactics employed by influencers to
promote organic haircare products, such as sponsored posts, product reviews, endorsements,
giveaways, and influencer-created content featuring the products.
"Authenticity and Trustworthiness of Influencers" Measures the perceived genuineness and
credibility of influencers in promoting organic haircare products, based on factors such as
transparency, honesty, and alignment with personal values.
Understanding and Interest in "Organic Haircare Products" Assesses Gen Z's knowledge,
awareness, and curiosity about organic haircare products, including familiarity with
ingredients, benefits, and sustainability aspects.
3.15 Summary
This study examines how influencer marketing affects what Gen Z likes and buys when it
comes to organic haircare products. It looks at different types of influencers, cultural
influences, and factors like trust and authenticity. The goal is to understand Gen Z's interest in
these products, their loyalty to certain brands, and their concerns about the environment. By
studying these things, we can learn how influencer marketing influences Gen Z's choices and
helps companies sell more organic haircare products
28
CHAPTER 4. DATA ANALYSIS
29
CHAPTER 4. DATA ANALYSIS
4.1 INTRODUCTION
In recent years, influencer marketing has emerged as a powerful force in shaping the
preferences and purchasing habits of Generation Z (Gen Z), particularly in the realm of organic
haircare products. With their digital savvy and preference for authentic brand interactions, Gen
Z has been heavily influenced by influencers endorsing these products. These influencers play
a pivotal role in educating and raising awareness among Gen Z consumers about the benefits
of organic haircare items, emphasizing natural ingredients and sustainability. Through
sponsored content and product reviews on platforms like Instagram and TikTok, influencers
have become trusted sources of recommendations, fostering connections with their followers.
Their personal and relatable content builds credibility for brands, making them more appealing
to Gen Z. Concurrently, beauty influencers specialize in creating engaging content related to
beauty products, skincare, and makeup tutorials on social media platforms. They collaborate
with brands to promote products, leveraging their expertise and large following to sway
consumer preferences and shape beauty trends. Overall, both influencer and beauty marketing
significantly influence Gen Z's preferences and purchasing behavior, driving awareness,
consideration, and conversion for organic haircare and beauty products. Brands must adapt
their marketing strategies to align with the evolving needs and values of this influential
demographic.
1. PURNA GUMMIES
Purna multivitamins for women offer a comprehensive blend of over 20 essential ingredients
and 8 minerals, designed to support various aspects of daily health including energy, glowing
skin, bone health, weight management, hair strength, and immune function. These gummy
vitamins provide 100% of the recommended daily allowance for most essential vitamins and
minerals, making them an easy and enjoyable way to maintain health..
@ Officialpallavipatil
222K followers
385 following
52.2k views
30
2. Power Gummies
Power Gummies are convenient and delicious supplements that combat hair fall and promote
hair and nails growth. Enriched with essential nutrients like Biotin, Folic acid, and Zinc, they
offer nourishment from within to enhance overall hair and nail quality. Clinically proven
results show significant improvements in hair growth and scalp health with consistent use
over 90 days.
@kimmynagpal3
434K followers
2.2M Views
3. Raw Beauty
The Raw Beauty Shampoo, known as Back to Basics, is a conditioning and deeply nourishing
hair care product designed to prevent scalp flaking and premature greying of hair. Formulated
with natural ingredients such as Soapnut, Fenugreek, Hibiscus, and Amla, it adds visible luster
to the hair, giving it a shiny and well-cared-for appearance. Key highlights include its vegan
formulation, suitability for normal-dry scalp types, and safety for individuals above 3 years of
age, as well as pregnant and lactating women.
31
@jenny_thecurlymom
82.6K followers
20.4 K Views
4. Herbal Essence
Herbal Essence feature a blend of real natural ingredients, including Argan Oil, Coconut milk,
and Green tea, which are 90% naturally derived with minimal chemical processing. This
ensures safe and effective hair care products. The remaining 10% is dedicated to preserving the
freshness of our products from the moment they are packaged until the last drop is used. We
take pride in combining the natural goodness of Mother Nature with cutting-edge plant-based
science, incorporating powerful antioxidants, aloe, and sea kelp. Our commitment to using only
the freshest natural ingredients ensures that you receive the best in hair care.
@ishaborah
1.8M followers
31.7 M Views
5. Forest Essential
Forest Essentials is a renowned skincare brand deeply rooted in the ancient science of
Ayurveda. It blends traditional beauty rituals with a modern aesthetic, focusing on efficacy,
32
sensorial experience, and pleasure of usage. Following the Ayurvedic and Forest Essentials
standard for purity and naturalness, the brand believes in using living substances like plants or
their extracts, which contain the vibratory energy of life, to nurture the skin and promote eternal
beauty. Emphasizing purity, freshness, seasonality, and naturalness, Forest Essentials controls
the entire process from conception to sale, ensuring quality and purity across all products. The
brand harnesses the power of plant extracts to create effective and sustainably sourced skincare
solutions organically.
@maleeshakharwa
455K followers
514k views
4.2 Demographics Of The Profile
Age No. Of Respondents Percentage

14-16 05 3.3
16- 18 18 12
18- 20 35 23.3
20-24 92 61.3
Among The Respondents, A Minority, Comprising 3.3%, Fell Within The Age Bracket Of 14
To 16 Years. Moving Up The Age Spectrum, The Group Aged Between 16 And 18 Constituted
12% Of The Respondents, Indicating A Notable Increase. As We Transitioned To The Age
Range Of 18 To 20 Years, The Respondent Count Surged, Representing 23.3% Of The Total
Sample, Showcasing A Substantial Portion Of Young Adults. However, The Most Prominent
Cohort Was Observed Among Individuals Aged 20 To 24 Years, Constituting A Significant
Majority Of 61.3% Of The Respondents
33
Gender No. Of Respondents Percentage
Male 74 49.3
Female 73 48.7
Prefer Not To Say 3 2
The Recent Survey's Analysis Of Respondent Gender Revealed A Nearly Equal Split Between
Male And Female Participants. Approximately Half Of The Respondents, 49.3%, Identified As
Male, While 48.7% Identified As Female, Showcasing A Balanced Representation Across
Genders. Additionally, A Minority, Constituting 2% Of The Respondents, Opted Not To
Disclose Their Gender Preference. This Highlights The Significance Of Embracing Diversity
And Inclusivity In Research Endeavors, Ensuring A Comprehensive Understanding Of Varied
Perspectives.
34
Division Of Location No. Of Respodents Percentage
Central 55 36.7
Western 48 32
Harbour 47 31.3
The Survey's Geographical Breakdown Reveals A Diverse Distribution Of Respondents Across

Different Divisions. The Central Division Accounted For The Largest Share, With 36.7% Of
Respondents, Indicating A Significant Presence In The Study. Following Closely, The Western
Division Represented 32% Of Respondents, Demonstrating Substantial Participation From
This Region. Meanwhile, The Harbour Division Comprised 31.3% Of Respondents,
Highlighting Its Notable Contribution To The Survey. This Geographic Diversity Emphasizes
The Broad Reach Of The Study And The Inclusion Of Perspectives From Various Regions.
4.3 DO you follow social Media influencers?
Comparsion No. Of Respondents Percentage
Yes 43 76.7
No 28 10.7
Maybe 19 12.7
The Survey Delved Into Respondents' Engagement With Social Media Influencers, Revealing
Intriguing Insights. A Substantial Majority, Comprising 76.7% Of Participants, Affirmed Their
Active Following Of Social Media Influencers. This Robust Engagement Underscores The
Influential Role These Personalities Play In Shaping Consumer Behaviour And Preferences.
Conversely, A Minority Of Respondents, Total 10.7%, Indicated A Lack Of Interest In
Following Influencers On Social Media Platforms. Meanwhile, 12.7% Expressed
Ambivalence, Stating Uncertainty About Their Inclination Towards Following Influencers.
35
4.4 What Are Your Preferred Social Media Platforms For Following
Influencers?
Platforms No. Of Respondents Percentage
Instagram 130 86.7

Linkedin 40 26.7
Facebook 58 38.7
Youtube 64 44.7
Snapchat 22 14.7
Other 10 6.7
Instagram Emerges As The Dominant Choice, With A Significant Majority Of 86.7% Of

Participants Indicating It As Their Preferred Platform. This Underscores Instagram's
Prominence As A Hub For Influencer Content, Known For Its Visual Appeal And Influencer
Marketing Opportunities. Following Instagram, Youtube Ranks As The Second Most Favored
36
Platform, With 44.7% Of Respondents Opting For It. Youtube's Popularity Highlights The
Significance Of Video Content In Influencer Marketing Strategies. Additionally, Facebook And
Linkedin Also Garnered Notable Attention, With 38.7% And 26.7% Of Respondents Preferring
These Platforms, Respectively. Meanwhile, Snapchat And Other Platforms Trailed Behind,
With 14.7% And 6.7% Of Respondents Favoring Them, Respectively.
4.5 How Important Is It For You That The Influencer Shares Your Values
And Beliefs When Promoting Haircare Products?
Responses No. Of Respondents Percentage
Very Important 58 38.7

Important 37 24.7
Neutral 44 29.3
Not Very Important 6 4
Not Important At All 5 3.3
The Survey Shows That Many People Care If Influencers Share Their Values When Promoting
Haircare Products. Almost 39% Think It's Very Important, And About 25% Say It's Important.
However, Nearly 30% Are Neutral About It. Only A Small Number, 4% And 3.3%, Don't Think
It's Very Important Or Important At All. Overall, These Findings Highlight How Much
Influencer Values Matter To Consumers When It Comes To Buying Haircare Products.
37
4.6 Have You Ever Purchased A Haircare Product After Seeing It Promoted
By An Influencer?
Response No. Of Respondents Percentage
Yes 78 52
No 33 22
Maybe 39 26
The Survey Reveals That A Significant Portion Of Respondents Have Been Influenced By
Influencer Promotions When It Comes To Purchasing Haircare Products. Among The
Participants, 52% Affirmed That They Have Indeed Purchased A Haircare Product After Seeing
It Promoted By An Influencer. Conversely, 22% Stated That They Have Not Made Such
Purchases, Indicating A Level Of Resistance To Influencer Influence. Additionally, 26% Of
Respondents Expressed Uncertainty Suggesting That They Might Consider Purchasing
Haircare Products After Influencer Promotion But Are Not Entirely Sure.
38
4.7 Have You Ever Switched From Using Non-Organic To Organic
Haircare Products Due To Influencer Marketing?
Yes 81 54
No 47 31.3
Maybe 22 14.7
The Survey Data Indicates That Influencer Marketing Has Played A Significant Role In
Influencing Consumers' Decisions To Switch From Non-Organic To Organic Haircare
Products. A Majority Of Respondents, Accounting For 54% Of Participants, Confirmed That
They Have Indeed Made This Switch Due To Influencer Marketing. Conversely, 31.3% Of
Respondents Stated That They Have Not Transitioned From Non-Organic To Organic Products
As A Result Of Influencer Marketing Efforts. Additionally, 14.7% Of Respondents Expressed
Uncertainty, Suggesting A Potential Willingness To Consider Such A Switch But Without
Definitive Commitment.
39
4.8 How Often Do You Use Organic Haircare Products?
Daily 30 20
Weekly 50 33.3
Monthly 24 16
Rarely 35 23.3
Never 11 7.3
The Survey Asked Respondents How Often They Use Organic Haircare Products. The Results
Show That 33.3% Use Them Weekly, While 20% Use Them Daily. About 16% Use Them
Monthly. On The Other Hand, 23.3% Use Them Rarely, And 7.3% Never Use Them. These
Findings Reveal Different Levels Of Adoption Of Organic Haircare Products Among
Consumers.
40
4.9 What Factors Influence Your Decision To Purchase Haircare Products
Promoted By Influencers?
Influence’s Recommendations 26 17.3

Product Reviews By Other 36 24
Product Ingredients 43 28.7
Price 16 10.7
Brand Reputation 17 11.3
Packaging 2 1.3
Other 10 6.7
The Survey Shows What Influences People When Buying Haircare Products Promoted By
Influencers. About 29% Care About The Ingredients In The Product, While 24% Look At Other
People's Reviews. Influencers' Recommendations Matter To 17% Of Respondents. Brand
Reputation And Price Are Also Important, With 11% And 11% Of People Considering Them,
Respectively. Packaging And Other Factors Have Less Impact, According To 1% And 7% Of
Respondents. These Findings Highlight The Different Factors That Affect People's Decisions
When Buying Influencer-Promoted Haircare Products.
41
4.10 Do You Believe That Influencer Marketing Impacts Your Perception
Of Organic Haircare Products?
Strongly Agree 35 23.3

Agree 45 30
Neutral 54 36
Disagree 9 6
Strongly Disagree 7 4.7
The Survey Asked If Influencer Marketing Affects People's Views On Organic Haircare
Products. It Found That 23.3% Strongly Agree That It Does, And 30% Agree. About 36% Are
Neutral On The Matter. Conversely, Only 6% Disagree, And 4.7% Strongly Disagree.
42
4.11 Would You Be Willing To Pay A Premium For Organic Haircare
Yes 65 43.3
No 50 33.3
Maybe 35 23.3
The Survey Asked If People Would Pay More For Organic Haircare Products Promoted By
Influencers. It Found That 43.3% Said Yes, They Would Be Willing To Pay A Premium. About
33.3% Said No, They Wouldn't, While 23.3% Were Unsure Or Undecided.
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4.12 On A Scale Of 1 To 5, How Positivitely Do You Percieve The Quality
Of Organic Haircare Products Promoted By Influencers
Strongly Disagree 18 16
Disagree 23 8.3
Neutral 78 48.7
Agree 10 14.7
The responses indicate a diverse range of opinions regarding the influence of marketing on
perceptions of organic haircare products among Gen Z. A significant portion, comprising 16%
of respondents, strongly disagree that exposure to influencer marketing leads to more positive
perceptions. Additionally, 8.3% simply disagree with this notion. The majority of respondents,
representing 48.7%, express neutrality, suggesting that they neither agree nor disagree with the
statement. Conversely, 14.7% agree, and 12.2% strongly agree that influencer marketing
positively influences perceptions of product quality, sustainability, and ingredient transparency.
Overall, the responses suggest a mixed perspective, with a substantial portion exhibiting
skepticism or neutrality towards the impact of influencer marketing on perceptions of organic
haircare products among Gen Z.
44
4.13 How Likely Are You To Recommend Organic Haircare Products
Promoted By Influencers To Friends Or Family?
Very Likely 23 15.3

Likely 39 26
Neutral 63 42
Unlikely 10 79.3
Very Unlikely 15 10
The Survey Asked Respondents How Likely They Are To Recommend Organic Haircare
Products Promoted By Influencers To Friends Or Family. The Results Show That 15.3% Are
Very Likely To Recommend Them, While 26% Are Likely To Do So. A Significant Portion,
42%, Feel Neutral About Recommending Them. Surprisingly, There Seems To Be An Error In
The Data, As It Indicates That 79.3% Find It Unlikely To Recommend And 10% Very Unlikely
To Recommend. However, The Percentages Seem Incorrect. It's Possible That There Was An
Error In Data Entry, As The Total Percentage Exceeds 100%.
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4.14 To What Extent Do You Strongly Agree That Influencers With Larger
Following Significantly Influence Your Preference For Organic Haircare
Products?
Not At All 20 13.3

Slightly 31 20.7
Moderate 61 40.7
Very Much 24 16
Extremely 14 9.3
The Survey Asked Respondents To What Extent They Strongly Agree That Influencers With
Larger Followings Significantly Influence Their Preference For Organic Haircare Products.
The Results Show That 13.3% Feel That Influencers Have No Influence At All, While 20.7%
Believe The Influence Is Slight. A Majority, 40.7%, Feel The Influence Is Moderate, While
16% Say It's Very Strong. Additionally, 9.3% Feel The Influence Is Extremely Strong.
46
4.15 Do You Trust The Information Provided By Influencers When They
Promote Haircare Products?
Yes, Always 20 12.7

Yes, ,Most Of The Time 31 22.7
Sometimes 61 42.7
Rarely 24 12
Never 14 10
The Survey Asked If Respondents Trust The Information Provided By Influencers When They
Promote Haircare Products. The Results Show That 12.7% Always Trust The Information,
While 22.7% Trust It Most Of The Time. About 42.7% Trust It Sometimes, While 12% Rarely
Trust It. A Smaller Percentage, 10%, Never Trust The Information Provided By Influencers.
47
4.16 Do You Agree That Following Influencers Endorsing Organic
Haircare Products Increases Your Brand Loyalty?

Agree 44 28.9
Neutral 62 40.8
Disagree 17 11.2
The Survey Asked If Respondents Agree That Following Influencers Endorsing Organic
Haircare Products Increases Their Brand Loyalty. The Results Show That 10.5% Strongly
Agree, While 28.9% Agree. About 40.8% Feel Neutral On The Matter, While 11.2% Disagree.
A Smaller Percentage, 8.6%, Strongly Disagree With The Statement.
48
4.17 Do You Agree Cultural Background Significantly Influences Your
Responses To Influencer Marketing Campaign For Organic Haircare
roducts?

Agree 38 25.3
Neutral 65 43.3
Disagree 14 9.3
The Survey Asked If Respondents Agree That Cultural Background Significantly Influences
Their Responses To Influencer Marketing Campaigns For Organic Haircare Products. The
Results Show That 16.7% Strongly Agree, While 25.3% Agree. About 43.3% Feel Neutral On
The Matter, While 9.3% Disagree. A Smaller Percentage, 5.3%, Strongly Disagree With The
Statement.
49
CHAPTER 5: CONCLUSION
50
CHAPTER 5: CONCLUSION
5.1 INTRODUCTION
In recent years, influencer marketing has emerged as a powerful tool in shaping consumer
preferences and purchasing behaviour, particularly among Generation Z. This digitally native
cohort, born between the mid-1990s and early 2010s, has demonstrated a penchant for
authenticity, social responsibility, and sustainability in their consumption patterns. Organic
haircare products, aligned with these values, have seen a surge in popularity among Gen Z
consumers.
The influence of influencer marketing strategies on Gen Z's preferences and purchasing
behaviour towards organic haircare products is a compelling area of study. By leveraging social
media platforms like Instagram, YouTube, and TikTok, influencers can effectively
communicate the benefits and virtues of organic haircare products to their followers. Through
engaging content, personal testimonials, and demonstrations, influencers establish trust and
credibility, ultimately driving interest and purchase intent among Gen Z consumers.
Understanding the dynamics of how influencer marketing impacts Gen Z's attitudes and
behaviours towards organic haircare products is not only relevant for marketers but also sheds
light on broader trends in consumer culture and the evolving role of social media influencers
as tastemakers and opinion leaders. This study aims to explore the intricate relationship
between influencer marketing strategies and Gen Z's preferences and purchasing behavior
regarding organic haircare products, offering valuable insights for businesses seeking to
effectively engage with this influential consumer segment.
5.2 LISTINGS ALL THE FINDINGS OF RESEARCH

In The Survey Conducted We Have Total 150 Responses.
We Have 73 Female, 74 Males And 3 Other Responses
We Have 55 Responses From Central, 45 From Western And 47 From Harbour
5.3 TEST OF HYPOTHESIS

H1: Gen Z exposed to influencer marketing promoting organic haircare products will not
exhibit positive perceptions of product quality, sustainability, and ingredient transparency
compared to those not exposed.
Alternate Hypothesis (H1) in table 4.12 The responses reveal a varied perspective on the
influence of influencer marketing on perceptions of organic haircare products among Gen Z.
While some strongly disagree or disagree, others are neutral, and a smaller proportion agree or
strongly agree. Overall, the responses indicate a mixed viewpoint on this matter. The chi-square
statistic is 17.5764. The p-value is .024636. The result is significant at p < .05 So, the alternative
hypothesis is rejected and null hypothesis is accepted.
H2: Exposure to influencer promotions does not significantly affect the likelihood of purchasing a
haircare product among Gen Z individuals.
51
Null Hypothesis (H0): in the table 4.10 The Survey Asked If Influencer Marketing Affects
People's Views On Organic Haircare Products. It Found That 23.3% Strongly Agree That It
Does, And 30% Agree. The chi-square statistic is 42.5142. The p-value is < 0.00001. The result
is significant at p < .05. So, the alternative hypothesis is rejected and null hypothesis is
accepted.
H3: Influencers with larger followings will have a greater impact on Gen Z's preferences
and purchasing behaviour towards organic haircare products compared to those with
smaller followings.
Null Hypothesis (H0): in table 4.14 the survey results show a range of opinions among
participants, with the majority expressing moderate agreement. However, there are also
notable proportions indicating slight agreement or disagreement, as well as strong levels of
agreement. These findings highlight the complexity of the topic and suggest diverse
perspectives among respondents. Further analysis could provide valuable insights and inform
future research or decision-making processes. The chi-square statistic is 26.7999. The p-value
is .000756. The result is not significant at p < .05. So, the alternative hypothesis is rejected and
null hypothesis is accepted.
H4: Gen Z consumers who follow influencers endorsing organic haircare products will
exhibit higher levels of brand loyalty compared to those who do not follow such influencers
Null Hypothesis (H0): The Survey Asked If Respondents Agree That Following Influencers
Endorsing Organic Haircare Products Increases Their Brand Loyalty. The Results Show That
10.5% Strongly Agree, While 28.9% Agree. The survey assessed whether respondents believe
that cultural background significantly influences their responses to influencer marketing
campaigns for organic haircare products. Findings indicate that 16.7% strongly agree with this
notion. The chi-square statistic is 10.6711. The p-value is 221041. The result is not significant
at p < .05. So, the alternative hypothesis is rejected and null hypothesis is accepted.
5.4 IMPLICATION OF STUDY

Practical Implications:
1. Companies targeting Gen Z consumers can capitalize on influencer marketing to

effectively promote organic haircare products, optimizing resource allocation towards
influencer partnerships.
2. Insights from the study can guide product development efforts, enabling companies
to tailor organic haircare products to align with the specific preferences and values of
Gen Z consumers, such as emphasizing product quality, sustainability, and ingredient
transparency.
3. When planning marketing campaigns aimed at Gen Z, companies should

strategically collaborate with influencers, particularly those with larger followings, to
maximize the impact of their campaigns while also considering the niche appeal of
influencers with smaller but highly engaged audiences.
52
4. Building brand loyalty among Gen Z consumers can be facilitated by forging long-
term relationships with influencers to maintain a consistent brand presence and
reinforce positive associations with the brand.
Theoretical Implications:
1. The study contributes to consumer behaviour theory by highlighting the significant

influence of social media influencers on Gen Z's preferences and purchasing
behaviour, emphasizing the importance of social factors in shaping consumer
decisions.
2. By understanding the preferences and behaviours of Gen Z consumers towards

organic haircare products, the study informs market segmentation and targeting
strategies, enabling companies to tailor their marketing efforts to resonate with this
demographic's values and preferences.
3. The role of influencers in shaping brand-customer relationships, particularly among

younger consumer segments, is underscored by the study, highlighting the potential
for influencers to serve as intermediaries in establishing trust and loyalty between
brands and their target audience.
5.5 LIMITATIONS AND SUGGESTIONS

Limitations:
1. We might see a link between influencer marketing and Gen Z's behaviour, but it doesn't
mean one causes the other.
2. It's hard to measure things like product quality or sustainability accurately.
Suggestions:
1. Continuously gather feedback from Gen Z consumers through surveys, reviews, and
social media interactions to adapt influencer marketing strategies based on their
evolving preferences and feedback.
2. Test various types of influencer content (e.g., reviews, tutorials, endorsements) to see
which ones have the most significant impact on Gen Z's perceptions and purchasing
behaviour.
53
5.6 SUMMARY
In recent times, influencer marketing has gained significant traction, especially among
Generation Z, who prioritize authenticity and sustainability. This study aimed to understand
how influencer marketing impacts Gen Z's views and actions regarding organic haircare
products, a niche that's been growing in popularity.
The findings from a survey of 150 respondents showed diverse opinions regarding influencer
marketing's influence on perceptions of organic haircare products among Gen Z. While some
disagreed, others were neutral, and a few agreed. Surprisingly, exposure to influencer
promotions didn't significantly affect the likelihood of Gen Z purchasing haircare products.
Additionally, influencers' follower counts didn't seem to have a significant impact on Gen Z's
preferences and buying behaviour.
Despite the belief that following influencers endorsing organic haircare products boosts brand
loyalty among Gen Z consumers, the study's results suggested otherwise
Practically, companies targeting Gen Z can still benefit from influencer marketing by
optimizing influencer partnerships and tailoring product development efforts to align with Gen
Z's preferences. However, it's crucial to recognize that influencer marketing might not always
directly lead to increased product sales.
Theoretical implications include a deeper understanding of influencer impact and consumer
behaviour theory, offering insights into market segmentation strategies. While the study
provides valuable insights, there are limitations, such as the challenge of establishing causation
and accurately measuring concepts like product quality and sustainability.
Future research could focus on continuously gathering feedback from Gen Z consumers and
testing various types of influencer content to better understand their preferences and
behaviours. Overall, this study sheds light on the intricate relationship between influencer
marketing and Gen Z's consumer behaviour, particularly in the realm of organic haircare
products.
54
BIBLOGRAPHY
From Likes to Sustainability: How Social Media Influencers Are Changing the Way We
Consume
https://www.mdpi.com/2071-1050/16/4/1393
A Study of Social Media Influencers and Impact on Consumer
Buying Behaviour in the United Kingdom
https://ijbms.net/assets/files/1659111546.pdf
The Impact of Influencers on Social Media for Businesses
https://influencity.com/blog/en/the-impact-of-influencers-on-social-media-for-
businesses?hs_amp=true
The impact of social media influencers on young minds: Navigating the positive and
negative effects
https://brandmentions.com/wiki/Social_Media_Influencers_Impact
The Rise of the Social Media Influencer
https://viewpoint.pointloma.edu/the-rise-of-the-social-media-influencer/
How do Instagram influencers affect the consumer buying behaviour of Gen-Z?

How do Instagram influencers affect the consumer buying behaviour of Gen-Z?
The Role of Social Media Influencers in the Consumer Decision-making Process
The Role of Social Media Influencers in the Consumer Decision-making Process
55
The Effect of Social Media Influencers Featured in Beauty Care Products
Advertisements on Purchase Intention among UCSI University Students
The Effect of Social Media Influencers Featured in Beauty Care Products

Advertisements on Purchase Intention among UCSI University Students
Impact of Influencer Marketing on Consumer Behavior’ aimed at studying as to how

marketing with the help of influential people help or impact the behaviors of consumers
Impact of Influencer Marketing on Consumer Behavior’ aimed at studying as to how

marketing with the help of influential people help or impact the behaviors of consumers
TikTok Hair Care and Scalp Care Trends
TikTok Hair Care and Scalp Care Trends
The impact of influencer marketing on consumers' attitudes
The impact of influencer marketing on consumers' attitudes
The role of influencer–follower congruence in the relationship between influencer

marketing and purchase behaviour
The role of influencer–follower congruence in the relationship between influencer

marketing and purchase behaviour
STUDY THE INFLUENCE OF INDIAN ORGANIC BEAUTY
STUDY THE INFLUENCE OF INDIAN ORGANIC BEAUTY
The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online

Purchase Intentions: An Emerging Market Perspective
The Effect of Influencer Marketing on Consumers’ Brand Admiration and Online

Purchase Intentions: An Emerging Market Perspective
56
Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the
Mediating Role of Credibility
Effect of Social Media Influencer Marketing on Consumers’ Purchase Intention and the
Mediating Role of Credibility
Impact of Influencers on Consumer Behaviour: empirical study

https://www.researchgate.net/profile/Ibrahim-
Alotaibi/publication/349610125_Impact_of_Influencers_on_Consumer_Behaviour_empiri
cal_study/links/64909647c41fb852dd18c90b/Impact-of-Influencers-on-Consumer-
Behaviour-empirical-study.pdf
Influencer Marketing and Buying Behavior (A case study of Kay Beauty products)
Influencer Marketing and Buying Behavior (A case study of Kay Beauty products)
Indian Medicinal Plants Used in Hair Care Cosmetics: A Short Review
Indian Medicinal Plants Used in Hair Care Cosmetics: A Short Review
Benefits of including organic hair care products in your routine
Benefits of including organic hair care products in your routine
Do gummies work?
Do gummies work?
57
INFLUENCERS and BRAND COLLABORATION
purna gummies collabs with Pallavi Patil
jenny_thecurlymom and rawbeautywellness
Isha borah collabs with Herbal Essence
FOREST ESSENTIAL collabs With Maleeshakharwa
kimmynagpal3 and power_gummies
About Biotin Stats
rosemary statistics
Onion Juice: An Effective Home Remedy statistic
alma for hair growth
ayurveda for hair growth
58
QUESTIONNAIRE
Name *
Your answer
Age *
14-16
16-18
18-20
20-24
Gender*
Male
Female
Other
LOCATION *
CENTRAL
WESTERN
HARBOUR
Do you follow social media influencers?*
Yes
No
Maybe
What are your preferred social media platforms for following influencers? *
Instagram
Linkedin
Facebook
Youtube
Snapchat
Other
How important is it for you that the influencer shares your values and beliefs when
promoting haircare products?*
Very Important
Important
Neutral
Not very important
Not important at all
Have you ever purchased a haircare product after seeing it promoted by an

influencer?*
59
Yes
Maybe
No
Have you ever switched from using non-organic to organic haircare products due to
influencer marketing?*
Yes
No
Maybe
How often do you use organic haircare products?*

Daily
Weekly
Monthly
Rarely
never
What factors influence your decision to purchase haircare products promoted by

influencers?*
Influencer's recommendation
Product reviews by others
Product ingredients
Price
Brand reputation
Packaging
Other
Do you believe that influencer marketing impacts your perception of organic haircare
products?
Strongly agree
Agree
Neutral
Disagree
Strongly disagree
Would you be willing to pay a premium for organic haircare products promoted by
influencers?*
Yes
No
Maybe
On a scale f 1 to 5, how positivitely do you percieve the quality of organic haircare

products promoted by influencers
strongly disagree
disagree
neutral
agree
60
strongly agree
How likely are you to recommend organic haircare products promoted by influencers to
friends or family?*
Very likely
Likely
Neutral
Unlikely
Very unlikely
To what extent do you strongly agree that influencers with larger following significantly
influence your preference for organic haircare products?*
not at all
slightly
moderate
very much
extremely
Do you trust the information provided by influencers when they promote haircare
products?*
Yes, always
Yes, most of the time
Sometimes
Rarely
Never
Do you agree that following influencers endorsing organic haircare products increases
your brand loyalty?*
Strongly disagree
Disagree
Neutral
Agree
Strongly agree
Do you agree cultural background significantly influences your responses to influencer

marketing campaign for organic haircare products?*
strongly agree
agree
neutral
disagree
strongly disagree
Any additional comments or feedback about influencer marketing and organic haircare
products:
61
62

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Impact Of the Of Influencer Marketing Strategies On Gen Z's with

Special Preference to Purchasing of Organic Haircare Products

A dissertation submitted for the partial fulfilment of the program

Master’s in Entertainment Media & Advertising

Submitted in partial fulfilment of requirements for the degree of

Dr. Saranya T Ms. Richa Chaudhary

External Examiner CA Monica Lodha

Dr. Saranya T Aayushi katira

Lastly, I am thankful to Somaiya Vidyavihar University and my College SK Somaiya College

1 CHAPTER 1 : INTRODUCTION 12-16

1.5 Genz Buying Behaviour 14

1.6 Social Media Influencers Are Changing The Way 14

1.8 Chapterization Of Thesis 15

2 CHAPTER 2: REVIEW OF LITRATURE 18-14

2.2 International studies 18

2.3 National studies 21

2.4 Theoreticial framework 22

3 CHAPTER 3: RESEARCH METHOLOGY 26-28

3.2 Research Design 26

3.3 Statement Of The Problem 26

3.6 Study Variable 27

3.7 Detailed Description Of Locale Study 27

3.8 Selection Of samples 27

3.9 Distribution Of Sample Size And Study Area 27

3.10 Primary Data 27

3.11 Secondary Data 28

3.12 Pilot Study 28

3.13 Statistical Analysis 28

3.14 Operational Defination 28

CHAPTER 4: DATA ANALYSIS 30-50

4.2 Demographics Of The Profile 34

4.3 Do You Follow Social Media Influencers? 36

4.7 Have You Ever Switched From Using Non-Organic To Organic 40

4.9 What Factors Influence Your Decision To Purchase Haircare 42

4.13 How Likely Are You To Recommend Organic Haircare Products 46

4.15 Do You Trust The Information Provided By Influencers When They 48

4.16 Do You Agree That Following Influencers Endorsing Organic Haircare 49

4.17 Do You Agree Cultural Background Significantly Influences Your 49

Chapter 5: CONCLUSION 51-54

5.2 LISTINGS AND FINDINGS OF THE STUDY 51

5.3 TEST OF HYPOTHESIS 51

5.4 IMPICATION OF STIDY 52

1.2 ORGANIC HAIRCARE

1.3 THE RISE OF THE SOCIAL MEDIA INFLUENCER

1.4 INFLUENCER MARKETING

1.5 GENZ BUYING BEHAVIOUR

1.7 THE IMPACT OF INFLUENCERS ON SOCIAL MEDIA FOR

2.1 WHAT IS REVIEW OF LITERATURE?

2.2 REVIEW OF LITERATURE

2.3 Theoretical Framework:

2.3.2 Diffusion of innovation

2.3.3 Magic Bullet theory

3.1 Introduction of the topic

3.2 Research Design

3.3 Statement of the Problem

3.4 Objective of study

3.6 Study Variables

- Influencer marketing strategies

3.7 Detailed description of locale study