Breaking Barriers: Social Media Influencers and the Evolution of Men’s Grooming Preferences

Indra Meghrajani; Neela Multani

doi:10.59890/ijist.v3i5.51

Authors

Indra Meghrajani Gujarat Technological University
Neela Multani Gujarat Technological University

DOI:

https://doi.org/10.59890/ijist.v3i5.51

Keywords:

Grooming Products, Impact, Purchase Intention, Social Media Influencers

Abstract

This research paper investigates the impact of social media influencers on consumer behavior and purchase intentions regarding men's personal hygiene products. In an era where social media platforms reign supreme, influencers wield substantial power to shape consumer preferences and behaviors, particularly in the men's grooming sector. This study examines the role of influencers as opinion leaders and explores the strategies they employ to influence purchasing decisions. By analyzing the motivations and perceptions of male consumers, the research aims to provide valuable insights to marketers and businesses operating within the male hygiene industry. Ultimately, the findings will contribute to a deeper understanding of the mechanisms underlying consumer decision-making influenced by social media, offering practical implications for enhancing marketing strategies in this evolving landscape

References

Chen, L., & Zhang, Y. (2020). Cultural perspectives on masculinity and grooming: A comparative study of East Asian and Western consumers. International Journal of Cultural Studies, 23(4), 567–582.

Gupta, A., & Sharma, P. (2023). Demographic differences in the effectiveness of influencer marketing: A meta-analysis. Journal of Consumer Behavior, 22(1), 78–95.

Johnson, R., & Lee, S. (2021). Visual content in influencer marketing: A study of consumer engagement. International Journal of Advertising, 40(2), 123–140.

Pradhan, B., Kishore, K., & Gokhale, N. (2023b). Social media influencers and consumer engagement: A review and future research agenda. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12901

Smith, J., Brown, T., & Green, L. (2022). The psychology of influencer marketing: Trust, relatability, and consumer behavior. Journal of Marketing Research, 59(3), 456–472.

Barber, N., & Venkatesh, A. (2002). Metrosexuality and consumer behavior: A study of men’s grooming practices. Journal of Consumer Research, 29(3), 123–140.

Chen, L., & Zhang, Y. (2020). Cultural perspectives on masculinity and grooming: A comparative study of East Asian and Western consumers. International Journal of Cultural Studies, 23(4), 567–582.

Elliott, R., & Elliott, C. (2005). Modern masculinity and consumer behavior: A study of men’s grooming practices in the UK. Journal of Marketing Management, 21(5), 567–582.

Gupta, A., & Sharma, P. (2023). Demographic differences in the effectiveness of influencer marketing: A meta-analysis. Journal of Consumer Behavior, 22(1), 78–95.Johnson, R., & Lee, S. (2021). Visual content in influencer marketing: A study of consumer engagement. International Journal of Advertising, 40(2), 123–140.

Kimmel, M. S. (1996). Manhood in America: A Cultural History. Free Press.

McNeill, L. C., & Douglas, K. M. (2011). Retailing masculinity: Gender expectations and social image of male grooming products in New Zealand. Journal of Retailing and Consumer Services, 18(5), 448–454.

Pradhan, B., Kishore, K., & Gokhale, N. (2023b). Social media influencers and consumer engagement: A review and future research agenda. International Journal of Consumer Studies. https://doi.org/10.1111/ijcs.12901

Sharma, P., & Gupta, A. (2023). The evolution of men’s grooming in India: A study of cultural and social influences. Journal of Consumer Behaviour, 22(1), 78–95.

Smith, J., Brown, T., & Green, L. (2022). The psychology of influencer marketing: Trust, relatability, and consumer behaviour. Journal of Marketing Research, 59(3), 456–472.