Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Exploring effect of instagram influencer likeability and personality traits on self-concept and impact on consumer buying intention towards cosmetic products Subject The topic of the resource Buying intentions; Likeability; Personality Traits; Self-concept; Self-congruity; Social media influencers Description An account of the resource With the advent of visual micro-blogging platforms like Instagram the communication environment for businesses has certainly undergone massive change. Over the years these platforms have evolved and brands have had to adapt themselves to gain visibility among the millennial audience by being available on the social media platforms. The disruptive force of these social media platforms has a great impact on the consumer decision making processes. As a result, consumers now rely more on recommendation from their peers. The sharing of views, experiences, opinions and expectations online by the users on various social media platforms have become a trusted source of information for the consumers. This had led to brands connecting to online celebrities known as Social media influencers (SMI) to distribute information and influence consumer's product perceptions i.e., the concept of influencer marketing. SMI's are referred to as online opinion leaders with large numbers of followers to drive messages through their promotional posts. A lot of research has been done to study the impact of celebrity endorsements but currently there is a gap in research pertaining to consumer's perspective towards the SMI's and SMI's effects on consumers. The online survey of self -concept and alters its buying intentions when an influencer posts promotional conducted in the studies how the likeability and personality traits of an influencer affects the consumer understanding posts on Instagram. Significant relationships were found for both, the likability traits and consumer self-concept and personality traits and consumer self-concept. Also using predictive analysis, the extent to which each of the consumer self-concept statements affected the buying intentions was determined. These results provide practical implications for brand managers who plan to invest in influencer marketing. 2021 Ecological Society of India. All rights reserved. Creator An entity primarily responsible for making the resource Suresh A.S.; Balaji V. Source A related resource from which the described resource is derived Indian Journal of Ecology, Vol-48, pp. 56-63. Publisher An entity responsible for making the resource available Ecological Society of India Date A point or period of time associated with an event in the lifecycle of the resource 2021-01-01 Identifier An unambiguous reference to the resource within a given context <a href="" target="_blank" rel="noreferrer noopener"></a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85113722210&amp;partnerID=40&amp;md5=e9d6c3ef974ba1c24dee9b61d22a405b" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85113722210&amp;partnerID=40&amp;md5=e9d6c3ef974ba1c24dee9b61d22a405b</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 3045250 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Suresh A.S., School of Business and Management, Christ University, Bangalore, 560 029, India; Balaji V., School of Business and Management, Christ University, Bangalore, 560 029, India