International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Volume 8 Issue 2
March-April 2026

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Trust is Not Homogenous: Segmenting Consumer Trust to Explain Endorsement Effectiveness in Skincare

Author(s) GAURI TYAGI
Country India
Abstract Trust plays a central role in shaping endorsement effectiveness, particularly in high-involvement categories such as skincare. However, existing research largely treats trust as homogeneous and focuses predominantly on influencer-led endorsements. This study challenges that assumption by segmenting consumer trust and examining how distinct trust profiles influence endorsement effectiveness for dermatologist- and influencer-endorsed skincare brands. Using survey data from 256 skincare consumers, the study applies regression analysis, paired comparisons, and K-means clustering to identify trust-based segments and evaluate behavioral differences. Results indicate that while dermatologist endorsements generate higher average trust and purchase intention, influencer endorsements exhibit stronger trust-dependence (R² = 0.831 vs. 0.544). Cluster analysis reveals three distinct trust profiles, with significant differences in purchase intention across segments (p < 0.001). The findings demonstrate that endorsement effectiveness varies systematically across trust segments, challenging aggregate-level assumptions in endorsement research. By reconceptualising trust as a segmentation mechanism rather than a uniform predictor, this study advances understanding of endorsement effectiveness in credibility-sensitive markets.
Keywords Consumer Trust, Endorsement Effectiveness, Trust Segmentation, Dermatologist Endorsement, Influencer Marketing, Purchase Intention, Skincare Marketing
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-03-05
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E-ISSN 2582-2160
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