1.
Thanalakshmi M.
– Francis Xavier Engineering College, Vannarpettai, Tirunelveli, Tamil Nadu, India.
2.
P. Stella
– Francis Xavier Engineering College, Vannarpettai, Tirunelveli, Tamil Nadu, India.
Abstract
This study looks into how Korean beauty influencers affect college students’ decisions to buy beauty products in Tirunelveli, Tamil Nadu. The study focusses on the rising popularity of Korean beauty standards and products and examines how factors like brand loyalty, product awareness, and perceived effectiveness affect students’ purchasing decisions. The study used a quantitative methodology to interview 120 college students in order to determine how much Korean beauty influences their attitudes, preferences, and purchase intentions. The results show that Korean beauty influencers have a big impact on buying patterns, and students show a preference for Korean beauty products because of their distinctive aesthetic appeals, effectiveness, and social media support. These findings highlight how important social media and global beauty trends are in influencing local consumer behaviour and offer insightful information to marketers and brand strategists looking to break into comparable markets.
