A Study on Buying Behaviour Towards Gen Z Trust Influencer More Than Brands (Cetaphil Skin Care Product) in Coimbatore

In the last few years, social media has emerged as a principal determinant of consumer buying behaviour, especially for Generation Z consumers. Generation Z consumers follow social media influencers for product reviews, skin care routines, and buy recommendations. In the skin care industry, influencer endorsements often have a greater influence on consumer purchase decisions than brand advertising. Cetaphil is a skin care brand recommended by dermatologists, and its products are often endorsed by influencers on digital platforms. The current research examines the purchase behaviour of Generation Z and explores whether this generation trusts influencers more than the Cetaphil brand when making purchases. This research relies on primary data, which were collected through a structured questionnaire. For the analysis of data, the research uses statistical techniques such as percentage analysis, Chi-square tests. The findings reveal that influencer credibility, perceived authenticity, and content quality are significant determinants of Generation Z purchase intention.