<![CDATA[ Purpose – This study aims to examine the effects of social media marketing, celebrity endorser, and brand identity on the brand image of Skintific skincare among Millennials and Generation Z consumers. Design/methodology/approach – This study employs a quantitative explanatory research design. The sample consists of 410 respondents from Millennials and Generation Z aged at least 18 years who are familiar with the Skintific brand and have accessed related information, regardless of purchase experience. Respondents were selected using a non-probability purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 29. Findings – The results indicate that social media marketing does not have a significant effect on brand image, while celebrity endorser and brand identity have positive and significant effects on brand image. These findings suggest that consumer perception of Skintific is more strongly shaped by brand identity consistency and celebrity endorsement than by general social media marketing activities. Originality/value – This study offers originality by simultaneously examining social media marketing, celebrity endorsers, and brand identity as predictors of brand image specifically for Skintific, a rapidly growing skincare brand. The findings provide valuable insights by revealing which elements meaningfully shape brand image, guiding companies in designing more effective branding strategies.]]>
Copyrights © 2025
