The Impact of Influencer Marketing on Digital Trust of Consumers in Cosmetic Brands

Cosmetic brands are constantly competing for consumer attention. In the era of global digitalization, "digital trust" of consumers stands out significantly. For new brands, a high level of digital trust is a key indicator of further development. The aim of this study is to determine the impact of influencer marketing on the digital trust of consumers towards cosmetic brands. The research methodology includes traditional literature analysis, qualitative analysis (conducting a series of in-depth interviews with company representatives), quantitative analysis - factor, cluster, regression, and descriptive statistics (based on a survey of respondents). The sample includes representatives of the target audience of cosmetic brands. The necessary criterion for selecting respondents is the experience of purchasing cosmetic brand products online; 392 people were surveyed during the study. The expected results include identifying the key factors influencing the level of consumer trust in cosmetic brands in the digital environment, as well as developing relevant recommendations for companies operating in the cosmetics industry.