Beauty Influencer on Social Media: Credibility, Perceived Value, Trust and Purchase Intention of Skin Care Products

Beauty influencers have emerged as a novel force within the beauty sector by effectively harnessing the potential of social media platforms to endorse products and engage with their followers. Nonetheless, there remains a need for further exploration into the role of beauty influencers in order to enhance the beauty industry's understanding of consumer purchasing behavior. Consequently, this study endeavors to investigate the impact of influencer credibility, perceived trust, and perceived value on the intention to purchase skin care products. The focus of this research is on active followers who have bought Skin care products as a result of information disseminated by beauty influencers via social media. The empirical analysis of the data utilizes component-based structural equation modeling (PLS-SEM). The findings of this study have demonstrably established that influencer credibility exerts a positive and significant influence on perceived trust and purchase intention. Moreover, perceived trust and value also exert a positive and significant influence on purchase intention. Beauty influencers have become a potent and indispensable strategy within the beauty industry, as they possess the ability to cultivate trust and expand their reach to a broader audience.