Abstract
This study was conducted to assess the influence of authenticity and transparency of influencersponsored content on consumer trust towards makeup products. In particular, the study aimed to determine the demographic profiles of the participants; determine the perception of the participants on the authenticity of influencers’ sponsored content on makeup products in terms of sincerity, visibility, and expertise; determine the perception of the participants on the transparency of influencers’ sponsored content on makeup products in terms of openness, clarity, and honesty; and determine the influence of authenticity and transparency of sponsored contents on consumers' trust towards makeup products. This study used a descriptive research design, and data was collected through self-administered survey questionnaires from 150 participants in Cavite. The findings indicate that most participants are females aged 18-25, single, and collegeeducated. The participants perceived influencer-sponsored content as authentic and transparent. Furthermore, authenticity and transparency highly influenced consumer trust in makeup products. The implications of this study suggest the importance of authenticity and transparency in influencer marketing for makeup products.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: International Journal of Research in Education Humanities and Commerce
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
