Exploring TikTok Influencer Attributes and eWOM in Shaping Customer Trust: A Study on Skincare Products Among Young Adults in Biñan City, Laguna

This study was conducted with an aim to determine the most used skincare brand of the young adults; the level of TikTok influencer’s attributes in terms of attractiveness, interactivity, creativity, and confidence; the quality of electronic word-of-mouth; and their customer trust. Likewise, the relationship between the said variables were also assessed. A total of 384 young adults in Binan City, Laguna participated in the study employing a descriptive-correlational research design. The study utilized proportionate, purposive, and snowball sampling techniques in gathering information. The researchers used a modified survey questionnaire with consent form to gather data. Frequency count and percentage, weighted mean and standard deviation, and chi-square test were used to interpret the data. The study noted that the most used skincare brand by the participants is Brilliant Skin Essential and the least preferred is Herskin. On one hand, the findings revealed that the level of TikTok influencer’s attributes in terms of attractiveness is very attractive, interactivity as very interactive, creativity as very creative, and confidence as very confident. On the other hand, the quality of electronic word-of-mouth is excellent, while the level of customer trust is very high. Further, the results showed that the TikTok influencer’s attributes in terms of attractiveness, interactivity, creativity, and confidence have significant associations with customer trust. Electronic word-of-mouth was also found significantly associated with customer trust. Thus, the influencer’s attributes and electronic word-of-mouth were considered as factors in shaping customer trust.