A STUDY OF THE IMPACT OF SOCIAL MEDIA INFLUENCER CREDIBILITY ON INTENTION TO PURCHASE ORGANIC SKIN CARE PRODUCTS AMONG COLLEGE STUDENTS
  https://doi.org/10.65725/JCMCE/2/4/020

JOURNAL OF CONTEMPORARY TRENDS IN MANAGEMENT, COMMERCE AND ECONOMICS (JCMCE) 
ISSN: 3108-3501
Volume 2 Issue 4, October -December 2026

Abstract:
The rapid growth of social media has significantly changed the way consumers obtain information about products and make purchasing decisions. Social media influencers have become an important source of product-related information, particularly among young consumers who frequently engage with platforms such as Instagram, YouTube, and Facebook. In the organic skin care market, influencers often share product reviews, demonstrations, recommendations, and personal experiences that may influence consumers’ perceptions and purchase intentions. This study aims to examine the impact of social media influencer credibility on college students’ intention to purchase organic skin care products. Influencer credibility is examined through dimensions such as trustworthiness, expertise, attractiveness, and authenticity, while purchase intention refers to the likelihood of students purchasing organic skin care products promoted or recommended by social media influencers. The findings of the study are expected to provide insights into how influencer characteristics affect the purchasing decisions of young consumers and may be useful to organic skin care brands and digital marketers in developing effective influencer marketing strategies.
Authors: Mrs. P. Mathivakani, Dr. M. V. Sathiyabama

Keywords: Social Media Influencers, Influencer Credibility, Purchase Intention, Organic Skin Care Products, College Students, Social Media Marketing