Effectiveness of Social Media Influencer Marketing on Generation Z’s Skincare Product Purchase Decisions in India

Santhana Lakshmi E , Hepizbah R , Sireesha.P , Sidharth R

influencer marketing, skincare, credibility, authenticity, engagement, purchase behavior, generation Z

The art of marketing communication as experienced in the rapidly growing skincare industry in India has been revolutionized by the social media revolution. The present paper examines the effectiveness of social media influencer marketing in influencing the buying decision of Generation Z in regards to skincare using the most important influencer attributes of credibility, authenticity, attractiveness, and engagement. According to the source credibility and social influence theories, the study was quantitative and descriptive study with a structured questionnaire distributed to respondents (n=200) who are digitally active and belong to Gen Z and live in India. Factor analysis, correlation and regression, determined that credibility, authenticity and engagement are a strong variable that affects the purchase intent and attractiveness is a substantially less variable. The latter can also be supported by the fact that the micro- and nano-influencers are gaining momentum in the sphere of skincare. Respondents Connection and open communication styles appealing to the Generation Z consumers encourage the consumers to trust in their communication with the consumers. The study will contribute to the current research on digital marketing since it will concentrate on the authenticity-based practices and how they instill long-term consumer trust and loyalty in the Indian skincare market.

Published Paper   E-Certificate

"Effectiveness of Social Media Influencer Marketing on Generation Z’s Skincare Product Purchase Decisions in India", IJSDR - International Journal of Scientific Development and Research (www.IJSDR.org), ISSN:2455-2631, Vol.11, Issue 1, page no.a544-a550, January-2026, Available :https://ijsdr.org/papers/IJSDR2601058.pdf

Volume 11 Issue 1, January-2026

Pages : a544-a550

Paper Reg. ID: IJSDR_306827

Published Paper Id: IJSDR2601058

Downloads: 000384

Research Area: Management All

Country: Kancheepuram, Tamilnadu, India

Published Paper PDF: https://ijsdr.org/papers/IJSDR2601058

Published Paper URL: https://ijsdr.org/viewpaperforall?paper=IJSDR2601058

ISSN: 2455-2631 | IMPACT FACTOR: 9.15 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 9.15 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJSDR(IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition