( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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IMPACT OF INFLUENCER CREDIBILITY (EXPERTISE AND TRUSTWORTHINESS) ON PURCHASE INTENTION FOR SKINCARE PRODUCTS: EVIDENCE FROM INDIAN SOCIAL MEDIA USERS

    2 Author(s):  DR. NITIN KISAN DESHMANE, MS. SAKSHI

Vol -  17, Issue- 3 ,         Page(s) : 115 - 123  (2026 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

Influencer marketing has become a major route through which skincare brands shape consumer perceptions and buying decisions on platforms such as Instagram and YouTube. This study examines how two dimensions of influencer credibility—expertise and trustworthiness—influence consumers

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