Vol. 6, Issue 2, Part C (2024)

This conceptual study investigates how consumer preferences for skincare products are shaped by social media influencers. As digital platforms such as Instagram, YouTube, Snapchat, and TikTok have grown in popularity, influencers have emerged as potent spokespersons for skincare companies and goods. The study looks at the relationship between customer trust, purchase intent, and brand loyalty-especially in the skincare sector-and influencer marketing. By analysing the dynamics of influencer-consumer interactions, the study highlights the factors that drive successful influencer campaigns, including authenticity, product expertise, and audience engagement. It also explores the psychological mechanisms behind why consumers are drawn to influencer recommendations. This research aims to provide insights for skincare brands on leveraging influencer marketing effectively to enhance brand visibility and consumer engagement. Understanding these dynamics is crucial for skincare brands looking to navigate the competitive digital landscape and influence consumer buying behaviour.