Periods, platforms and purchase: the role of social media influencers in shaping menstrual product choices

Abstract

Purpose This study aims to investigate how social media influencers shape consumer behaviour, perceptions and purchasing decisions among young female consumers. Design/methodology/approach This study used a qualitative research design using semi-structured interviews with 17 female participants aged 18–25, selected through purposive non-random sampling. Data were analysed using thematic analysis to identify recurring patterns and insights. Findings Six themes emerged from the thematic analysis, namely, awareness and discovery, trust and credibility of influencers, decision-making drivers, consumer engagement, post-purchase satisfaction and authenticity and health considerations. This reflects that influencers play a critical role in raising awareness, particularly about lesser-known and sustainable products. Participants valued authenticity, transparency and relatable content. However, concerns regarding paid promotions and overhyped products exaggerated trust. Influencer credibility, affordability and alignment with consumer values significantly impacted purchase decisions. Originality/value This study adds to the expanding literature on influencer marketing by concentrating on the overlooked area of menstrual health. It provides insights into how influencers serve as informal educators and influence consumer attitudes towards intimate health products, particularly among young women in India.