Understanding the Influence of Digital Influencers on Purchase Behaviour for Personal Care FMCG Products in Western Uttar Pradesh: An Implementation Research Study

Abstract

This study designs and evaluates a real-world influencer-marketing program for personal care FMCG brands in Western Uttar Pradesh (W-UP). Using a mixed-methods implementation research approach, we (i) establish a 2024–25 market baseline from secondary data, (ii) deploy a 12-week, multi-platform influencer intervention across urban and peri-rural districts, and (iii) evaluate effects on purchase intention, brand consideration, and verified sales uplift. The protocol complies with Indian disclosure rules (ASCI/CCPA) and emphasizes measurable, ethical, and scalable execution. We detail sampling, creator selection, content calendars, compliance safeguards, and statistical analysis (logit/SEM and difference-in-differences). Findings will inform how creator attributes and disclosure clarity translate into consumer action for personal care categories in W-UP.