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@article{207947,
        author = {Channabadav Maharudrappa Bolettin and Dr. Shruthi K H and Prashantha B},
        title = {EFFECTIVENESS OF INFLUENCER MARKETING IN BUILDING CONSUMER TRUST AND BRAND PERCEPTION, OF MAMAEARTH VITAMIN C FACE WASH},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {3},
        pages = {3462-3469},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=207947},
        abstract = {In the modern digital landscape, influencer marketing has become a cornerstone strategy for building direct, interactive connections with consumers. This study examines the impact of social media influencer campaigns on consumer trust and brand perception, focusing specifically on the highly popular Mamaearth Vitamin C Face Wash. Using a descriptive and analytical research framework, data was gathered from respondents engaged with digital skincare communities and evaluated to map the relationship between creator authenticity, short-form video content, and subsequent purchase intentions. The data shows that high levels of perceived influencer authenticity and practical product demonstrations significantly strengthen brand trust and lift consumer purchase willingness. The study details how digital-first skincare brands can optimise consumer-centric campaigns while mitigating audience skepticism toward paid promotions.},
        keywords = {Influencer Marketing, Consumer Trust, Brand Perception, Purchase Intention, Skincare Industry, Digital-First Brands, Mamaearth, Short-Form Video.},
        month = {August},
        }