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Influencer-led marketing has significantly shaped consumer behaviour in India, and the rise of Mamaearth as a personal care brand offers a clear example of how perception, learning, memory, and attitude formation influence consumer response. Mamaearth’s growth has been closely tied to influencer-driven campaigns on Instagram and YouTube, where beauty bloggers, parenting influencers, and lifestyle creators consistently promoted the brand’s “natural,” “toxin-free,” and “Made Safe” positioning. These campaigns did not merely create awareness but actively shaped how consumers interpreted, remembered, and evaluated the brand. From the perspective _______ ________ ______ _______ ____.
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