Influencer Marketing for Sustainable Skincare Products: An Exploration of the Impact of Influencer Attributes on Consumer Purchase Behavior
Jindal Journal of Business Research
Published online on June 07, 2026
Abstract
Jindal Management Journal, Ahead of Print.
As skincare continues to dominate consumer spending, brands partner with influencers with specific attributes that influence purchasing decisions. This study investigates how key influencer attributes, namely, trustworthiness, expertise, attractiveness, ...
As skincare continues to dominate consumer spending, brands partner with influencers with specific attributes that influence purchasing decisions. This study investigates how key influencer attributes, namely, trustworthiness, expertise, attractiveness, ...