International Journal of Production Technology and Management (IJPTM)

Volume 9, Issue 2, July-December 2018, pp.134-153, Article ID:

IJPTM_09_02_010 Available online at
[Link] Impact
Factor (2018): 11.51 (Based on Google Scholar Citation)
ISSN Print: 0976-6383 and ISSN Online: 0976-6391 © IAEME
Publication

A STUDY OF EFFECTIVENESS OF
INFLUENCER MARKETING ON GENERATION
Z WITH RESPECT TO COSMETIC PRODUCTS
IN PUNE CITY
Dr. Jitender Kumar Sharma
Associate Professor, MILE-Management Institute for Leadership
and Excellence, Pune, India

ABSTRACT
This study “A study of the effectiveness of influencer marketing on Generation Z
concerning cosmetic products in Pune City ” was conducted in Pune and all the
participants that took part came from this city. This study aimed to examine the
impact of beauty influencers on the purchasing decisions of Generation Z individuals
in Pune, India. In recent years, Generation Z has become one of the most important
demographics for marketers to target. As such, understanding their behaviour is
essential to effectively reach out to them with marketing messages. In this study, we
will explore how Generation Z behaves as influencers and what implications this has
for research conducted in this field. This study aims to analyse the effectiveness of
influencer marketing on Generation Z in Pune City for cosmetic products. In recent
years, influencer marketing has skyrocketed in popularity and become a crucial part
of many companies' digital marketing strategies. It has allowed companies to reach
out directly to their target audience more effectively and influence their purchase
decisions using influential personalities such as bloggers and celebrities. However, it
remains unclear whether this strategy is effective for younger generations such as
Gen Z. This research will examine the effect of influencer marketing on Generation Z
in Pune City concerning cosmetic products and provide valuable insights for
companies who are interested in this type of marketing strategy.
Keywords: Marketing, Influencer Marketing, Generation Z,
Cosmetics, Product Marketing
Cite this Article: Dr. Jitender Kumar Sharma, A Study of
Effectiveness of Influencer Marketing on Generation Z With
Respect to Cosmetic Products in Pune City, International
Journal of Production Technology and Management (IJPTM),
9(2), 2018, pp. 134-153.
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 Dr. Jitender Kumar Sharma

1. INTRODUCTION
New-generation consumers like Gen Z have always considered social media as a tool
for both entertainment purposes and buying purposes. Billions of people spend
hours browsing through social media and a huge percentage of them is the younger
generation like Generation Z. Facebook, Instagram, Twitter, Pinterest, Tik Tok,
YouTube, Mauj, etc are some of the most notable sites where influencers and
influencer marketing is growing with leaps and bounds (Gaikwad, 2016). This study
is based on analyzing how influencer marketing and influencers are impacting
generation z consumers buying behaviour in markets such as the cosmetic industry
in Pune. Pune is a district of the state of Maharashtra in India. Having more than
10 million population, Pune is one of the fastest-growing districts in India. 200
individuals voluntarily took part in this study, this group of people was
Generation Z. This study focuses on influencer and influencer marketing and how
they are readily influencing Generation Z. Though this generation may not be the
primary decision maker because their age group varies between age 4 to 25 years,
they have the power to influence the buying decision process.
The top cosmetic brands that are well known in India like Neutrogena,
Procter’s, and Gambles, Nykaa, Purple, Huda Beauty, Sugar, the body shop, etc.,
have begun to realize that rather than traditional advertisement, social media
influencers and influencer marketing is becoming more and more popular among
generation Z individuals. And most of them have a followers’ range that crosses
millions of people, and cosmetic brands want to spread their message to these
people. Undeniable opinion leaders like beauty and cosmetic influencers have
become the voices of this industry in the last few years. Additionally, the study
suggests that females are more likely to purchase cosmetics that are endorsed by
their favourite influencers, indicating that influencer marketing is an effective
strategy for promoting cosmetics and gaining consumer trust. The data also
indicates that Generation Z individuals are active on social media and are
knowledgeable about current trends in the influencer industry, suggesting that
influencer marketing should be a key focus for businesses and organizations in the
cosmetic industry. Overall, the findings of this study provide valuable insights
into the consumption patterns and purchasing behaviours of Generation Z
individuals, which can be used to guide marketing strategies and product offerings
in the cosmetic industry.

2. INFLUENCER MARKETING: NATURE

Influencer marketing is defined as marketing communications in which influencers
promote a brand’s offerings on their social media pages. Brands are now using
influencers defined as “your average pal” who command a huge follower base on
social media to engage with their audiences. An influencer can be anyone, from a
fashion blogger on Instagram to a wedding photographer on Pinterest, to a cyber-
security expert who tweets on Twitter. Influencers are now playing a leading role
in forming a generation z’s opinions on a brand’s product or services.
Understanding the role of influencers and how cosmetic brands can utilize
influencers across various mediums to influence Generation Z consumers is
necessary. Cosmetic Brands can leverage close links by having influencers promote
their products to their followers who already embrace the image or views of those
influencers.

3. GENERATION Z
Their age is anywhere between 4-25 years. This generation believes that the

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 Dr. Jitender Kumar Sharma
Influencer is more credible than the celebrities endorsing the brands. Both
genders of Generation Z are in some way influenced by these influencers. A huge
percentage of this group makes their buying decision based on their favorite
influencer rather than your day-to-day advertisement. They are more inclined to
trust individuals who are relatable and who possess in-depth knowledge about the
product they’re promoting (Choudhury et al., 2024).

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City
For this reason, influences are extremely popular among Gen
Z. These are some of the influences that have the tremendous
amount of Gen z followers and standing at the top of the
influencer marketing industry: Huda Beauty, NikkieTutorials,
Kelseyanna Fitzpatrick, James Charles, Dajjrambo, The smokiest,
Em Ford, Danielle Marcan, Cutcreaser, Lauren Gore. These are
the beauty influences who feature prominently in the marketing
strategies of the cosmetics industry. They have growing
audiences on all platforms.

4. LITERATURE REVIEW
Grynow (2019) - Brief introduction about the influences and who
are the top hundred influencers in India now. This blog article
helped to determine that there are many cosmetic and beauty
influences in India now and some of them belong to generation z
as well. All these influencers have more than millions in
number of followers and according to the data, more than 80-85%
of these followers belong to Generation Z.
Corey Seemiller, Meghan Grace (2018) - This book provides insight into
almost every facet of Generation Z's lives, with a particular
focus on their educational preferences, career aspirations, and
religious beliefs and practices. It also discusses their
entertainment and hobby interests, social concerns,
relationships with friends and family, financial management,
health and wellness, and money management. It mentions what are
the factors that impact Generation Z individuals along with
their hobbies. Through this book, some general ideas can be
made about the behaviour of Generation Z.
Lee (2017) - Indicates that consumers who have a strong bond with
an endorser are indicated by a high level of credibility,
attitude, and buying interest. Furthermore, Lee also indicates
that brand attitude mediates the relationship between an
endorser’s attitude and consumer buying interest. But choosing
the right endorser with a brand/product campaign is one of the
most important keys.
Anjali Sharma et al. (2013) - It explore the influence of brand loyalty
on customer purchase behaviour for beauty goods and the factors
that influence this behaviour. Most of the respondents think
that when purchasing beauty products, quality is the most
essential aspect of brand and price.
Marwick (2011) - In the beauty industry, the use of influencer
marketing opens new possibilities. Its influencers present a
stylish picture of themselves, the things they consume, and
their opinions on the market or specific brands, providing
customers with an alternative and personal channel.
Gobe (2010) - Even though these two generational groups are still
maturing, the uniqueness of their emotional palettes and
passions is posing interesting marketing and emotional branding
issues. To establish a business climate that meets their needs
and expectations, Generation Z and Millennials will be
responsible for tearing down monopolies, and customizing media,
and politics that have been built through time by previous

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City
generations.
Jacoby and Olson (1970), Chen and colleagues (2011), Oliver (1999) - It is part of
the fundamental concept of consumer behaviour in the market.
Brand loyalty is also the product of a non-random, long-term
behaviour reaction, and it is a mental purchasing process
generated by certain decision units that consider multiple
brands.
Keller, K.L. (1998), Keller, K.L. (1998), Keller, K.L. (1998) - The goal of this study
is to investigate the factors that influence brand loyalty in
the cosmetics industry. As a result, before analysing such a
concept, it is necessary to define the term "brand." 'A brand
is a name, word, sign symbol, or design, or a combination of
them, designed to identify the goods or services of one seller
or group of sellers and to differentiate them from those of
competition,' according to the American Marketing Association.

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 Dr. Jitender Kumar Sharma
Gremlerand Brown (1996) - Broadened the notion of loyalty to
encompass intangible goods, and their definition of service
excellence includes three elements: purchase, attitude, and
cognition. According to Aaker and Keller (1990), loyalty is
intimately linked to several aspects, one of which is the user
experience. Customers may be loyal due to high switching
barriers caused by technological, economic, or psychological
factors that make switching costly or difficult. Customers may
also be loyal because they are happy with the brand.

5. RESEARCH OBJECTIVES
■ To understand the impact of Social Media Influencers
and their Endorsements on the generation z’s Intention to
buy cosmetic products in Pune
■ To analyse who are the potential influencers that are
in trend when it comes to cosmetic products
■ To understand the level of trust Gen Z of different
genders has on social media influencers
■ To study which category of social media influencers
have the Maximum audience

6. RESEARCH METHODOLOGY
This study is based on exploratory research design for the
following topic of “A study of effectiveness of influencer
marketing on generation z concerning cosmetic products in Pune
City”. The population of Pune is large, and this study will be
focusing on a specific group of people. More than 219 college
students and teenagers partook in this research activity.
Information was investigated in numerous ways. All the
participants belonged to the specific group, collectively known
as “Generation Z”.

Research Methods of Data Collection

Quantitative Method: In this study, quantitative research methods
are used to gather data from potential research subjects that
are Generation Z. In the form of online surveys, sampling
methods, and questionnaires, the data is collected.
Questionnaire: The questionnaire was made using the Google form
and has 25 questions. All the questions were relevant to this
study. Questions were framed taking consideration of
demographics like age, gender, and place. Also, it included the
previous experience of the generation with the influencers and
their trust in the endorsements done by their favourite
influencers.
Population: The current population of Pune amounts to
approximately 10 million people. It is differentiated into
rural and metro populations. This study is based on the metro
population of Pune. The total population in Pune i.e., the
metro portion is around 5 million. And in that Generation Z
amounts to around 37%.
Sample Size: Approximately 219 individuals of Generation Z
voluntarily took part in this study. The data was collected

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 Dr. Jitender Kumar Sharma
through distributing the questionnaire to the college students
of Pune City. The distribution was done using WhatsApp groups,
Instagram, and Facebook.
Sampling type: Focus group sampling type is used for this study.
Because this study is designated for a specific group of people
called Generation Z. The insight of this group of people is
used to analyse the research objectives. In this study the
focus group is Generation Z individuals born between 1996 to
2010, and the influencers that endorse cosmetic products. For
this study, all the respondents are college students and
teenagers between the age of 15-25. Data Analysis Tools Used: Excel is
a tool that analyses the data in the form of patterns and
trends. Using Excel, the data analysis will be done through pie
charts, percentage analysis, and graphs.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
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DATA ANALYSIS & INTERPRETATION
This study involved analysing data from a total of 219
respondents from Pune, India, who belonged to the Generation Z
demographic. The data analysis process included collecting,
cleaning, and organizing the data, as well as using various
methods and tools such as pie charts and percentage analysis to
analyse and visualize the data and extract meaningful insights.
This analysis aimed to identify patterns, trends, and
relationships in the data and interpret it in a meaningful way.
All the respondents in this study were between the ages of 15
and 25 and were residents of Pune, making them frequent users
of social media platforms.

7. DATA INTERPRETATION

Figure 1.

What is your age?

219 responses

• 15-18
• 18-25
# Above 25
# Below 15

Respondent Age 15-18 18-25 Above 25

Percentage % 21.9% 77.2% 0.9%
Total (219) 48 169 2

INTERPRETATION:
This study is based on a focus group that is on the people that
belong to the Generation Z group. The above pie chart shows
that 219 respondents took part in this study. And 169 people
were between the age group of 18-25 which is the highest group
and 77.2%. After that 48 people belonged to the age group of
15-18 which is 21.9%. Only 2 people were from the age that is
25 which is only 0.9%.
The results of this study indicate that females are more
proactive in using cosmetic products than males. This
interpretation suggests that there is a sizeable gender gap
when it comes to using cosmetic products, with females being
more likely to use them. These findings could have implications
for businesses and organizations, as they may need to tailor
their marketing strategies and product offerings to better
target the female demographic. This also implies that females

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 Dr. Jitender Kumar Sharma
are more proactive in their approach when it comes to utilizing
cosmetic products, thus suggesting the need for a more
concerted effort to better understand the consumption pattern
of males in the context of cosmetics.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City
Figure 2.
What is the year you are
born?
219 responses

• 1996-1998
• 1998-2000
• After 2000

Respondent Birth year 1996-98 1998-2000 After 2000

Percentage % 15.1% 42.9% 42%
Total (219) 33 94 92

INTERPRETATION:
Most of the participants in this study were born between 1998
and 2000, with 94 individuals falling into this age range.
Another 92 participants were born in or after 2000, while the
remaining 33 participants were born between 1996 and 1998. This
suggests that individuals between the ages of 15 and 25 are
particularly active on social media platforms, as they were
likely raised with technology and are more comfortable using
it.
It is important to interpret these results within the broader
context of societal gender norms and expectations, which may
influence how much individuals use cosmetic products. By
understanding the factors which influence these behaviours, it

Figure 3.

Respondent Gender Male Female Prefer Not to Say

Percentage % 29.7% 69.9% 0.5%
Total (219) 65 153 1

may be possible to create targeted interventions to better

support the overall wellbeing of all genders.

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 Dr. Jitender Kumar Sharma
INTERPRETATION:
In this study, there were 219 participants, with 153 of them
being female and 65 of them being male. This means that 69.9%
of the participants were female and 29.7% were male. The
proportion of female participants was more than double that of
male participants.
This can be interpreted as a sign that women are more likely
to invest in appearanceenhancing products than men, which could
be attributed to the effects of gender-based marketing and
advertising targeting women. Additionally, this study provides
an insightful view into the differences in purchasing

behaviours between men and women.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City
Figure 4.

INTERPRETATION:
Most of the respondents in this study were active on YouTube,
Facebook, Snapchat, and Instagram. Of the 219 respondents, 152
used all four platforms, while 15 used other platforms in
addition to these four. A smaller number of respondents
preferred to use only one of these platforms, with 18 using
only YouTube, 11 using only Snapchat, and 14 using only
Instagram. Overall, it appears that most respondents in this
study favoured using a combination of popular social media
sites. This can be interpreted as a sign that women are more
likely to invest in appearance-enhancing products than men,
which could be attributed to the effects of gender- based
marketing and advertising targeting women. Additionally, this
study provides an insightful view into the differences in
purchasing behaviours between men and women.

Figure 5.
Do you know what is a
social media
influencer?
219 responses

• Yes

• No

• Prefer nolle say

Responses Yes No Prefer Not to Say

Percentage 81.3% 13.2% 5.5%
Total (219) 178 29 12

INTERPRETATION:
The results of the survey are interpreted as follows: 81.3% of
the 219 respondents had a clear understanding of what a social
media influencer is and their role, while 13.2% (29) had no
idea about it. The remaining 5.5% preferred not to state their
opinion. This data provides valuable insight into how aware the
respondents are about the importance of social media
influencers and their involvement in marketing activities.

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 Dr. Jitender Kumar Sharma
Furthermore, it can help organizations identify gaps in
understanding and create relevant awareness programs to ensure
that their target audience has the necessary knowledge to
engage with social media influencers effectively.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

Responses Yes No Prefer Not to Say

Percentage 68% 28.3% 3.7%
Total (219) 149 62 8
Figure 6.
INTERPRETATION:
The data shows that most respondents (68%, or 150 individuals)
are aware of the current trends in social media influencers. A
smaller group (28.3%, or 62 individuals) reported not being
aware of these trends, while 3.7% of respondents did not
provide an answer. This data suggests that most of the
respondents are aware of current trends in the social media
influencer industry, indicating that a significant portion of
the Generation Z population is active on social media and has
knowledge about current trends in the industry. A smaller group
of respondents reported not being aware of these trends, which
may suggest that there is still a portion of the population
that is not as engaged with social media or is not as familiar
with the influencer industry. The small percentage of
respondents who did not provide an answer (3.7%) could be due
to a variety of reasons, such as lack of interest or difficulty
understanding the question. Overall, the data suggests that
most Generation Z individuals are active on social media and
are knowledgeable about current trends in the influencer
industry.

Figure 7.
Do you follow any of these
influencers?
219 responses

• Yes
• No
• Prefer not to say

Responses Yes No Prefer Not to Say

Percentage 69.9% 26.9% 3.2%
Total (219) 153 59 7

INTERPRETATION:
Of the total number of respondents (219 individuals), 153

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 Dr. Jitender Kumar Sharma
(69.9%) reported following one or more influencers on social
media. A smaller group of respondents (59 individuals, or
26.9%) reported not following any influencers, while 7
respondents (3.2%) did not provide an opinion on the matter.
These results suggest that a significant number of Generation Z
individuals are aware of and engage with social media
influencers. This suggests that social media influencers have a
strong presence among this demographic and that they are aware
of and engage with them.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

The small percentage of respondents who did not provide an

opinion on the matter may indicate that a small number of
individuals in this demographic are neutral or unsure about
their engagement with social media influencers.

Figure 8.

Responses Yes No
Percentage 81.2% 18.8%
Total (219) 177 42

INTERPRETATION:
The data suggests that a large majority of respondents
belonging to Generation Z (177 out of 219, or 81.2%) tend to
trust social media influencers more than celebrities. In
contrast, a smaller group of respondents (42 out of 219, or
18.8%) preferred celebrities over influencers.
Generation Z views social media influencers as more
trustworthy than celebrities when it comes to product
endorsements. This may be due to the perception that
celebrities are paid to endorse products and are not always
credible sources of information. However, a smaller group of
respondents still preferred celebrities over influencers.

Figure 9.

INTERPRETATION
Based on the data, a significant number of the 219 respondents
(54 individuals) chose to subscribe to influencers for multiple
purposes, including cosmetics, fashion, education, and
entertainment. Of these respondents, 41 chose to subscribe for
cosmetics, fashion, education, and entertainment, while 29
opted
https:for educationournal/IJPTM
//[Link]/Home/j and recommendations from friends. A smaller
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group of 17 individuals subscribed only for educational
 Dr. Jitender Kumar Sharma

purposes, while 22 subscribed solely for entertainment.

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 A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

This data suggests that a significant number of the 219 respondents chose to
follow social media influencers for multiple purposes, including cosmetics,
fashion, education, and entertainment. The largest group of followers were for
entertainment influencers, followed by educational influencers, and then cosmetic
influencers. The data also indicates that many respondents follow influencers
based on recommendations from friends, and a smaller group only follow influencers
for educational purposes. Overall, it appears that social media influencers are
followed for a variety of reasons and by a diverse group of individuals.

Figure 10.
Have you purchased any cosmetic products because an influencerwas using it?
219 responses

•
•
Yes

•
No
Prefer not to say

Responses Yes No Prefer Not to Say

Percentage 60.7% 35.6% 3.7%
Total (219) 133 78 8

INTERPRETATION:
According to the data, 133 individuals have purchased cosmetic products because
they saw an influencer endorsing it on YouTube, Instagram, or Facebook. And in
these buyers 117 were female and 16 were male. These cosmetic products can be from
any segment that is from skincare to SunCare and from fragrances to makeup
products.
The data also shows that these cosmetic products can be from a range of
segments, including skin care, SunCare, fragrances, and makeup products. Overall,
it appears that social media influencer endorsements are a powerful tool for
driving consumer purchasing decisions in the cosmetic industry, particularly for
female consumers.

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 Dr. Jitender Kumar Sharma

Figure 11.

INTERPRETATION:
Based on the data presented, a majority of individuals (119 out of 219) displayed
moderate to high levels of trust in influencer-endorsed products, particularly
cosmetics. On the other hand, a smaller group (25 out of 219) displayed average
levels of trust, while the remaining 75 individuals displayed low levels of trust

in these types of products.

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 A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City
This suggest that influencer marketing is an effective strategy for promoting
cosmetics and gaining consumer trust. The high number of individuals who displayed
moderate to high levels of trust in influencer-endorsed products indicates that
these individuals are likely to rely on the recommendations and opinions of
influencers when making purchasing decisions. Additionally, the relatively low
number of individuals who displayed low levels of trust suggests that there may be
a smaller group of individuals who are influencer-endorsed products or who may be
more likely to rely on other forms of marketing. Overall, the data suggests that
influencer marketing can be an effective way to gain consumer trust and promote
cosmetics products.

Figure 12.

Do you follow and trust cosmetic/beauty influencers, if follow then please mention
your gender.
219 responses

• Male
# Female

Responses Male Female

Percentage 32% 68%
Total (219) 66 153

INTERPRETATION:
The data indicates that a higher number of female respondents follow, and trust
beauty influencers compared to male respondents. Out of the total number of
respondents, 68% (153 individuals) were female and followed beauty influencers,
while only 32% (66 individuals) were male and followed beauty influencers. Based
on the data provided, it appears that a higher percentage of female respondents
follow, and trust beauty influencers compared to male respondents. Specifically,
68% of female respondents follow beauty influencers, while only 32% of male
respondents do so. This suggests that the beauty influencer market may be more
appealing or relevant to female audiences. However, it’s important to note that
this data is only based on a sample of respondents and may not necessarily reflect
the general population.

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 Dr. Jitender Kumar Sharma

Figure 13.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

INTERPRETATION:
Out of the 143 female respondents, 103 reported having moderate
to high levels of trust in influencers when it comes to
purchasing cosmetic products, while the remaining 40 females
had low to average levels of trust in influencers for this
purpose. Based on the data provided, it appears that most of
the female respondents (103 out of 143) have moderate to high
levels of trust in influencers when it comes to purchasing
cosmetic products, while a minority (40 out of 143) have low to
average levels of trust in influencers for this purpose. This
suggests that trust in influencers as a source of product
recommendations is relatively high among this group of women.
However, the data is based on a small sample of 143
respondents, so it may not be representative of the general
population.

Figure 14.

INTERPRETATION:
The data shows that, compared to females, males tend to have
lower levels of trust in influencers when it comes to
purchasing cosmetic products. Of the 76 male respondents, only
23 had moderate to high levels of trust in influencers for this
purpose, while 33 had an average level of trust and the
remaining 20 had a low level of trust. This data suggests that
males tend to have lower levels of trust in influencers when it
comes to purchasing cosmetic products. These results may
indicate that males are more sceptical of influencer
endorsements for cosmetic products and may be more likely to
rely on other sources of information when making purchasing
decisions.

Figure 15.

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 Dr. Jitender Kumar Sharma

Responses Yes No Prefer Not to Say

Percentage 65.3% 29.2% 5.5%
Total (219) 143 64 12
INTERPRETATION:
The data shows that a maj ority of the 219 respondents, or
65.3%, prefer to check the authenticity of influencers before
purchasing endorsed products. This is a significant number, as
143 individuals hold this mindset. In contrast, 29.25% do not
check the authenticity of influencers before buying endorsed
products, and the remaining 5.5% chose not to answer.
From the data provided, it appears that a majority of the
respondents prefer to check the authenticity of influencers
before purchasing endorsed products. This is a significant
number, as it indicates that many respondents are aware of the
potential for influencer fraud and are taking steps to protect
themselves. In contrast, a smaller percentage of respondents do
not check the authenticity of influencers before buying
endorsed products, suggesting that they may be more trusting or
less informed about the issue. The remaining chose not to
answer. Overall, the data suggests that influencer authenticity
is an important issue for many consumers and that they are
taking steps to ensure they are not being misled.

Figure 16.

Responses Yes No Prefer Not to Say

Percentage 65.3% 14.6% 20.1%
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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
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INTERPRETATION:
Out of 219 respondents, 65.3% (143 people) reported being aware
that there are different categories within the influencer
industry, while 14.6% (32 people) were not aware of this and
20.1% (44 people) were somewhat aware but uncertain. This
suggests that though majority are aware of the influencers and
the categories related to them. The respondents that are not be
as familiar with the influencers may be more susceptible to
being misled. Additionally, 20.1% of respondents are somewhat
aware but uncertain about the different categories in the
influencer industry, this indicates that they have some
understanding but not enough to make a clear distinction
between them. Overall, the data suggests that consumers are
becoming more aware of the different types of influencers and
are likely to be more discerning when it comes to choosing
which influencers to follow and engage with.

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 Dr. Jitender Kumar Sharma

Figure 17.

INTERPRETATION:
Based on the graphical representation of the data, it appears
that the majority of the respondents believe that the beauty,
entertainment, fashion, food, and education industries have the
most audiences. This suggests that these industries are
perceived as having the most influence and reach among
consumers. It is also notable that entertainment industry is
the preferred choice among the respondents, followed by the
food industry, then the beauty and fashion industries, and
finally the education industry. This may indicate that the
respondents are more likely to engage with and purchase
products from influencers in these industries, and that these
industries are more likely to attract more interest from
consumers and businesses. On the other hand, the travel
industry influencers have the smallest audience according to
the respondents, which indicates that there might be less
interest in this industry among consumers and less engagement
with influencers in this field. Overall, the data suggests that
the entertainment, food, beauty, fashion, and education
industries are perceived as having the most influence and reach
among consumers and that these industries are more likely to
attract more interest from consumers and businesses, while the
travel industry is perceived as having the smallest audience
and less engagement with influencers.

Figure 18.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

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 Dr. Jitender Kumar Sharma

INTERPRETATION:
Based on the data, approximately 75% of the respondents
reported following influencers in the beauty, fashion,
entertainment, and food industries. A smaller number of
respondents, about 24.7%, reported following influencers in the
education industry. Based on the data presented, it appears
that a majority of respondents reported following influencers
in the beauty, fashion, entertainment, and food industries,
with a significantly smaller number of respondents following
influencers in the education industry. Within the categories of
influencers that respondents reported following, entertainment,
beauty, and food industry influencers were the most popular,
followed by education and travel influencers.

Figure 19.

Responses Yes No Prefer Not to Say

Percentage 44.7% 46.1% 9.1%
Total (219) 98 101 20

INTERPRETATION:
Based on the data, it appears that a relatively small
percentage of the respondents (44.7%) reported being aware of
the top 10 cosmetic and beauty influencers of 2022. A larger
number of respondents (46.1%) reported having no knowledge of
these influencers, and an additional 9.1% of respondents may
have had some idea about the trendsetting cosmetic influencers
but were not certain if they were correct. This suggests that a
large portion of the respondents were not well-informed about
the current trendsetters in the cosmetic and beauty industry.

Figure 20.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

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 Dr. Jitender Kumar Sharma

INTERPRETATION:
Out of 219 respondents, the most well-known beauty influencers
are Huda Beauty, with 160 people aware of them, followed by
James Charles with 122, Nikkie's Tutorials with 80, and Lauren
Gore with 53. Cutcreaser is also somewhat recognized by 49
respondents. The remaining influencers, such as Danielle
Marcan, Em Ford, Dajjrambo, and Kelsseyanna Fitzaptrick, are
not as well-known among the respondents.
Based on the data, it appears that Huda Beauty is the most
well-known beauty influencer among the respondents, with 160
people reporting awareness of them. James Charles and Nikkie's
Tutorials were also recognized by a significant number of
respondents, with 122 and 80 people aware of them,
respectively. Lauren Gore and Cutcreaser were also somewhat
recognized by 53 and 49 respondents, respectively. However, the
remaining influencers, such as Danielle Marcan, Em Ford,
Dajjrambo, and Kelsseyanna Fitzaptrick, were not as well-known
among the respondents. This suggests that a certain group of
beauty influencers are more popular among the respondents than
others.

Figure 21.

Responses High Satisfaction Average Low Satisfaction

Percentage 49.31% 18.72% 32%
Total (219) 108 41 70

INTERPRETATION:
According to the data, more than 49% of the respondents
reported a high level of satisfaction after purchasing cosmetic
products endorsed by influencers. Most of these respondents are
female (92 out of the total number of respondents). A smaller
percentage of respondents, 32%, reported a low level of
satisfaction, and most of these were male (32 out of the total
number of respondents). Approximately 18% of respondents
reported an average level of satisfaction after buying the
endorsed cosmetic products. From the research data, a majority
of respondents reported a high level of satisfaction after
purchasing cosmetic products that were endorsed by influencers.
This trend was particularly prevalent among female respondents,
with 92 out of the total number of respondents being female. On
thehttps:
other hand, a smaller
//[Link]/Home/j ournal/IJPTMpercentage of respondents reported a
editor@[Link]
low level of satisfaction with the endorsed products, and most
A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

of these respondents were male (32 out of the total number of

respondents). Additionally, 18% of respondents reported an
average level of satisfaction with the endorsed products.
Overall, the data suggests that the endorsement of cosmetic
products by influencers has a positive impact on customer
satisfaction, with most respondents reporting high levels of
satisfaction.

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 Dr. Jitender Kumar Sharma

8. MAJOUR FINDINGS
■ In this study, a higher number of female participants were
involved compared to male participants, all the
respondents were the resident of the Pune city only and
belonged from a specific group called Generation Z.
■ The findings from this study suggest that there is a
significant gender gap when it comes to using cosmetic
products, with females being more likely to use them than
males. This could have implications for businesses and
organizations, as they may need to tailor their marketing
strategies and product offerings to better target the
female demographic.
■ Additionally, the study suggests that females are more
proactive in their approach when it comes to utilizing
cosmetic products, thus suggesting the need for a more
concerted effort to better understand the consumption
pattern of males in the context of cosmetics. The data
also indicates that females are more likely to purchase
cosmetics that are endorsed by their favourite influencers
compared to males.
■ The study also indicates that most Generation Z
individuals are active on social media and are
knowledgeable about current trends in the influencer
industry. This suggests that influencer marketing is an
effective strategy for promoting cosmetics and gaining
consumer trust.
■ Additionally, the data suggests that most individuals
display moderate to high levels of trust in influencer-
endorsed products, indicating that these individuals are
likely to rely on the recommendations and opinions of
influencers when making purchasing decisions.
■ Most of the respondents in this study belonged to the age
group of 18-25 years old. Additionally, all the
respondents reported being active on various social media
platforms such as YouTube, Facebook, Instagram, and
Snapchat.
■ The results showed that individuals are more likely to
purchase cosmetics if they are endorsed by their favourite
beauty influencers, as these influencers have a higher
level of trust with their followers and a stronger
engagement with them compared to celebrities.
■ Additionally, a significant number of respondents (143
individuals) reported checking the authenticity of the
influencer before purchasing a cosmetic product. This
suggests that respondents are aware of the potential risks
of following an influencer blindly and are taking steps to
verify the authenticity of the influencer before making a

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

purchase.
■ The respondents in this study were aware of the different
categories within the influencer industry, with many
reporting following influencers in the entertainment,
food, fashion, beauty, and education sectors. Among these
categories, the entertainment industry had the most
followers, while the travel industry has the least
follower base.
■ According to the survey, 44% of respondents were aware of
trending beauty and cosmetic influencers, while 46% had no
idea about them and the remaining respondents were unsure.
Among the 219 respondents, the most popular influencers
were Huda Beauty, James Charles, Nikkie's Tutorials, and
Lauren Gore, with 122, 80, 53, and 49 respondents
following them, respectively.
■ The survey also found that 108 respondents had a high
level of satisfaction with the cosmetics they purchased
after being endorsed by beauty influencers. However, 70
respondents reported a low level of satisfaction, with 32
of them being male.
■ The data gathered conveys perfectly that the influencers
have a high-level impact when it comes to their buying
decision, and generation z individuals specially females
have a higher tendency to trust them.

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 Dr. Jitender Kumar Sharma
■ Overall, the findings from this study provide valuable
insights into the consumption patterns and purchasing
behaviours of different demographics and can be used to
guide marketing strategies and product offerings for
businesses and organizations in the cosmetic industry.
Additionally, this data can be used to create targeted
interventions to better support the overall wellbeing of
all genders.

9. SUGGESTIONS
• Based on the findings of this study, it seems that
beauty influencers have a strong influence on the
purchasing decisions of individuals, particularly among
females in the Generation Z age group. Companies that sell
cosmetics may want to consider partnering with beauty
influencers to promote their products, as this may be an
effective way to reach and influence potential customers.
• Based on the data, businesses and organizations
should consider tailoring their marketing strategies and
product offerings to better target the female demographic,
as they are more likely to use cosmetic products. This
could include targeted advertising and promotions, as well
as developing products that are specifically geared
towards women. Additionally, organizations should consider
creating interventions to better understand the
consumption patterns of males in the context of cosmetics,
as they are less likely to use these products.
• It is also important for businesses to understand the
societal gender norms and expectations that influence
individuals' use of cosmetic products. By understanding
these factors, businesses can create targeted
interventions to support the overall wellbeing of all
genders.
• In terms of influencer marketing, the data suggests
that it is an effective strategy for promoting cosmetics
and gaining consumer trust. Organizations should consider
utilizing influencer marketing to gain consumer trust and
promote their products. Additionally, organizations should
consider creating awareness programs to ensure that their
target audience has the necessary knowledge to engage with
social media influencers effectively.
• It is also worth noting that a significant number of
respondents reported checking the authenticity of the
influencer before making a purchase, suggesting that it is
important for companies to ensure that they are partnering
with reputable and authentic influencers to maintain trust
with their customers.
• Additionally, the data indicates that it may be

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 Dr. Jitender Kumar Sharma

beneficial for companies to target their marketing efforts

towards females in the 18-25 age group, as they seem to be
more likely to purchase cosmetics that are endorsed by
influencers.
• Overall, businesses should consider targeting their
marketing efforts towards the female demographic,
understanding societal gender norms and expectations, and
utilizing influencer marketing to gain consumer trust and
promote their products.
• Finally, the study suggests that it is important for
companies to consider the level of satisfaction of their
customers after making a purchase, as a significant number
of respondents reported a low level of satisfaction with
the cosmetics they purchased. Companies may want to
consider ways to improve the quality of their products or
the customer experience to increase customer satisfaction.

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
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10. CONCLUSION
The conclusion is that social media influencer marketing is
effective at influencing the purchasing decisions of Gen Z
individuals in Pune, particularly when it comes to cosmetic
products. Beauty influencers are particularly influential for
this group. Gen Z individuals in Pune generally have trust in
influencers, with many of them checking the authenticity of
influencers before making a purchase.
Beauty influencers have a large following among Gen Z in
Pune. Additionally, different categories of social media
influencers have varying levels of audience size, with the
interests and preferences of the target audience impacting
which categories are the most popular. Entertainment
influencers have the largest followers followed by food
industry influencers, beauty influencers, and lastly education
industry influencers. Brands should identify these categories
to effectively target their marketing efforts and select the
most effective influencers for their campaigns. Finally, this
study found that Gen Z individuals of different genders may
have different levels of trust in social media influencers,
with various factors such as the gender of the influencer,
their authenticity, and the relevance of their content
potentially impacting this trust.
This could have implications for businesses and
organizations as they may need to tailor their marketing
strategies and product offerings to better target the female
demographic. Additionally, these results may be influenced by
societal gender norms and expectations, which may play a role
in how individuals use cosmetic products. Businesses need to
understand these factors to create targeted interventions and
support the overall well-being of all genders. The data also
suggests that influencer marketing is an effective strategy for
promoting cosmetics and gaining consumer trust, with most
respondents reporting moderate to high levels of satisfaction
and trust in influencer-endorsed products. However, it is
important to note that these results are based on a specific
group of individuals (Generation Z residents of Pune city) and
may not necessarily reflect the general population. Further
research is needed to understand the purchasing behaviours and
attitudes toward cosmetic products among different demographic
groups. Additionally, the data suggests that influencer
marketing is an effective strategy for promoting cosmetics and
gaining consumer trust, with most respondents reporting high
levels of satisfaction with influencer-endorsed products.
Furthermore, the study highlights the importance of
understanding the purchasing behaviours between men and women,
and how gender-based marketing and advertising can impact these
behaviours. The data also suggests that a significant portion

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A Study of Effectiveness of Influencer Marketing on Generation Z With Respect to Cosmetic Products
in Pune City

of the Generation Z population is active on social media and

has knowledge about current trends in the influencer industry,
making it an effective tool for promoting cosmetics. Overall,
this study provides valuable insight into the use of cosmetics
and the impact of influencer marketing on Generation Z
individual's trust and satisfaction.

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