PUBLIC AWARENESS AND PERCEPTION OF DERMATOLOGIST-RECOMMENDED VS. INFLUENCER-PROMOTED SKINCARE PRODUCTS: A STUDY OF TRUST, CREDIBILITY, AND CONSUMER BEHAVIOR AMONG YOUNG ADULT

Abstract

This research analyzes the differences between the effects of dermatologist recommendations and social media influencer endorsements on consumers’ behavior in the skincare industry. The research examines how two groups absorbed trust issues, with the younger demographic being the focus of the research due to the rapid growth of digital marketing and the usage of social media by youth. A total of 192 respondents, mostly female within the age bracket of 18–24 years, were administered an online questionnaire to measure the level of awareness, credibility, and spending behavior with the use of social media and influencer marketing. Research results indicate that while influencers are important for product awareness, dermatologists are believed to provide skin care advice with a much higher level of trust and preference due to their clinical background. They expressed greater skepticism toward products advertised by influencers due to concerns about authenticity and commercial bias. The study illustrates a marked preference from consumers for medically endorsed skincare products, with the purchasing decision being affected more so by outcome efficacy and professional endorsement rather than product popularity. The findings created brand restructuring options that allow using the authority of dermatologists and the popularity of social media influencers to increase consumer confidence and sales.