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What are the most relevant drivers of the perceived trustworthiness of skinfluencers among gen Z consumers in German? Leading the way - future-proof employer branding
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Skinfluencers play a growing role in shaping Gen Z’s skincare choices, yet what makes them appear trustworthy remains underexplored. This study examines what the most relevant drivers of the perceived trustworthiness of skinfluencers among Gen Z consumers in Germany are. Based on a quantitative survey and subsequent exploratory factor analysis, it is found that Expertise, Transparency, Authenticity, Brand Fit, and Popularity show a substantial relative contribution to the perceived trustworthiness of skinfluencers. These findings contribute to influencer marketing literature and offer practical recommendations for the skincare industry to build trust-driven engagement with Gen Z consumers.
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Social media marketing Influencer marketing Gen Z Skincare CEMS MIM