The Impact Of Digital Marketing On Brand Identity, Brand Trust, And Brand Quality In Scientific Skincare Products

Abstract

In the rapidly evolving digital landscape, scientific skincare products increasingly rely on digital marketing strategies to strengthen brand identity, build consumer trust, and enhance perceived product quality. This study explores the factors influencing brand identity in the digital era and examines whether consumer belief in brands (CBB) moderates consumer purchase decisions (CPD). Grounded in the Resource-Based View and Social Identity Theory, the research develops a theoretical model that is validated using covariance-based structural equation modeling based on survey responses from representatives of 302 organizations and brands. The findings confirm that electronic word of mouth (e-WOM), digital infrastructure, skilled manpower, and digital marketing capability positively contribute to the development of brand identity, which subsequently influences sales strategies and consumer purchase decisions, with consumer belief in brands playing a significant moderating role. However, the study acknowledges that the findings are based solely on responses from individuals in India, limiting the external validity and generalizability of the results to broader contexts.