THE INFLUENCE OF OVERCLAIMS, PERCEPTIONS OF PRODUCT QUALITY, AND THE INFLUENCE OF INFLUENCERS ON CUSTOMER TRUST IN MARKETING SKINCARE PRODUCTS IN THE SOCIAL MEDIA ERA

Abstract

The project is focused on examining why overestimation, perceptions of the product's value, and influencers affect consumer trust in beauty brand advertising in the digital age. The overclaim phenomenon that occurs in skincare product promotions can influence consumers' perceptions of product quality and impact their level of trust. Apart from that, product quality and the role of influencers in introducing products via social media have a significant contribution to consumer decisions. This study, which used a quantitative methodology and multiplies regression-type techniques, discovered that influencers, product quality, and overclaim all positively impact consumer trust. The regression test's findings demonstrate the strong correlation between these three factors and fostering consumer confidence in skincare products. This examination is intended to offer insight for the anyone involved in the beauty sector designing more effective marketing strategies on social media, as well as avoiding excessive claims that can harm brand reputation and consumer trust.