Building Strawberry Generation Trust: #RepairYourSkinBarrier
1Chusnul Rofiah, 2Sapto Roedy Widijanto
1,2STIE PGRI Dewantara Jombang
https://doi.org/10.47191/jefms/v8-i1-09
ABSTRACT:
The phenomenon of digital marketing development has presented a new strategy in building consumer trust, especially for the Strawberry Generation who are known to be selective in choosing skincare products. The #RepairYourSkinBarrier campaign on TikTok is one example of an effort that integrates scientific education, transparency, and professional validation to attract audience attention. This study aims to analyze how this content builds the Strawberry Generation's trust in Skintific products and influences their purchasing decisions. The research method used was qualitative with a cyber phenomenology approach, which involved in-depth interviews with 10 informants from the Strawberry Generation and virtual participatory observation of TikTok content with the hashtag #RepairYourSkinBarrier.The results of the study showed that this content successfully met the Strawberry Generation's needs for transparency and professional validation. Professional and educational visual content, simple delivery of scientific information, and active interaction from content creators (Detective Doctors) were the main factors in building audience trust. Other findings showed that doctor validation, testimonials from other users, and science-based explanations increased consumers' sense of security and trust, especially for those with sensitive skin. The campaign also drives purchasing decisions through a combination of education, trust, and visual appeal.In conclusion, the #RepairYourSkinBarrier content is effective in building trust among the Strawberry Generation with an approach based on scientific education, transparency, and active engagement. The recommendation is for other brands to adopt a similar strategy by involving professionals to create content that is educational, transparent, and relevant to consumer needs. Further research is recommended to explore the effectiveness of similar campaigns on other platforms and across different audience segments.
KEYWORDS:
#RepairYourSkinBarrier, Strawberry Generation, consumer trust, professional validation, transparency, cyber phenomenology, TikTok, skincare education.
REFERENCES:
1) Akhmaeva, L. G., Dolgopolov, D. V, & Eremeeva, A. I. (2023). Customers’ behavior changes of Russian representatives of generations X and Z due to social and economic factors in 2022. Вестник Университета, 221.
2) Alhalwachi, L., Askar, E., & Zaidan, A. (2024). The Impact of Digital Marketing on SME’s Growth and Success as a Tool of Marketing Communication: A Case Study in Bahrain After the Pandemic. In Artificial Intelligence-Augmented Digital Twins: Transforming Industrial Operations for Innovation and Sustainability (pp. 523–540). Springer.
3) Alshaketheep, K., Mansour, A., Deek, A., Zraqat, O., Asfour, B., & Deeb, A. (2024). Innovative digital marketing for promoting SDG 2030 knowledge in Jordanian universities in the Middle East. Discover Sustainability, 5(1), 219.
4) Amaldoss, W., & Shin, W. (2023). Content Provision on UGC Platforms. Global Marketing Conference, 390.
5) Baudier, P., de Boissieu, E., & Duchemin, M.-H. (2023). Source credibility and emotions generated by robot and human influencers: the perception of luxury brand representatives. Technological Forecasting and Social Change, 187, 122255.
6) Chintakananda, A., & Liu, X. (2024). The price of kindness: perceived bribery pervasiveness and coping mechanisms in an emerging market. Asia Pacific Journal of Management, 1–26.
7) Cruz, E. F., & da Cruz, A. M. R. (2023). Digital solutions for engaging end-consumers in the circular economy of the textile and clothing value chain-A systematic review. Cleaner and Responsible Consumption, 100138.
8) Das, A., Kondasani, R. K. R., Deb, R., & Batabyal, D. (2024). Leveraging user-generated content (UGC) in pre-travel behavior: A PLS-SEM and necessary conditions analysis (NCA) approach. Tourism and Hospitality Research, 14673584241292254.
9) Dhounchak, R., Kavitha, V., & Altman, E. (2023). Viral marketing branching processes. Computer Communications, 198, 140–156.
10) Dragolea, L.-L., Butnaru, G. I., Kot, S., Zamfir, C. G., Nuţă, A.-C., Nuţă, F.-M., Cristea, D. S., & Ştefănică, M. (2023). Determining factors in shaping the sustainable behavior of the generation Z consumer. Frontiers in Environmental Science, 11, 1096183.
11) Duah, C. (2023). The Influence of TikTok Videos on Consumer Behaviour.
12) East, S. (2024). “Get Ready With Me for TV.” How Female Journalists Communicate Identity Through# GRWM Videos on TikTok. Regent University.
13) Erwin, E., Suade, Y. K. M., & Alam, N. (2023). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), 578–593.
14) Firdausi, F. F. (2023). Pengaruh Content Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Produk Skintific dengan Content Creation sebagai Variabel Intervening (Studi Kasus pada Pengikut Cut Rizki). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 23(1), 1–35.
15) Gök, T., & Baltacı, M. (2024). Digital Marketing and Consumer Behavior in Tourism. In Innovation Strategies and Organizational Culture in Tourism (pp. 61–69). Routledge.
16) Hazari, S., & Sethna, B. N. (2023). A comparison of lifestyle marketing and brand influencer advertising for generation Z Instagram users. Journal of Promotion Management, 29(4), 491–534.
17) Hochstein, R. E., Harmeling, C. M., & Perko, T. (2023). Toward a theory of consumer digital trust: meta-analytic evidence of its role in the effectiveness of user-generated content. Journal of the Academy of Marketing Science, 1–21.
18) Jayasree, R., Thangam, C., Kulanthaivel, L., & Subbaraj, G. K. (2023). Preventive Role of Nutraceutical Agents Against Aging. In Evidence-based Functional Foods for Prevention of Age-related Diseases (pp. 345–371). Springer.
19) Kaur, A., Soch, H., & Kaur, S. (2023). Interaction Behavior of Customers in Viral Marketing: An Analysis of its Impact on Customer Opinions. In Handbook of Evidence Based Management Practices in Business (pp. 292–304). Routledge.
20) Khamitov, M., Rajavi, K., Huang, D.-W., & Hong, Y. (2024). Consumer trust: Meta-analysis of 50 years of empirical research. Journal of Consumer Research, 51(1), 7–18.
21) Kim, S. Y. (2023). Investigating the effect of customer-generated content on performance in online platform-based experience goods market. Journal of Retailing and Consumer Services, 74, 103409.
22) Kim, W.-H., Park, E., & Kim, S.-B. (2023). Understanding the role of firm-generated content by hotel segment: the case of Twitter. Current Issues in Tourism, 26(1), 122–136.
23) Lee, J.-S., & Park, S. (2023). A cross-cultural anatomy of destination image: An application of mixed-methods of UGC and survey. Tourism Management, 98, 104746.
24) Liu, H., Wang, Y., He, G., Ma, R., & Fu, S. (2023). The impact of environmental information disclosure of origin using blockchain technology on online consumer behaviour: A combination of SEM and NCA approaches. Journal of Cleaner Production, 421, 138449.
25) Liu, M., Xu, J., Li, S., & Wei, M. (2023). Engaging customers with online restaurant community through mutual disclosure amid the COVID-19 pandemic: The roles of customer trust and swift guanxi. Journal of Hospitality and Tourism Management, 56, 124–134.
26) Liu, P., Tse, E. C.-Y., & He, Z. (2024). Influence of customer satisfaction, trust, and brand awareness in health-related corporate social responsibility aspects of customers revisit intention: a comparison between US and China. Journal of Quality Assurance in Hospitality & Tourism, 25(4), 700–726.
27) Meng, L. M., Kou, S., Duan, S., & Bie, Y. (2024). The impact of content characteristics of Short-Form video ads on consumer purchase Behavior: Evidence from TikTok. Journal of Business Research, 183, 114874.
28) Moroz, O., Trunina, I., Moroz, M., Zahorianskyi, V., & Vasylkovska, K. (2023). Digital Marketing Communications Transformation in Wartime. 2023 IEEE 5th International Conference on Modern Electrical and Energy System (MEES), 1–6.
29) Nguyen, Y. H. (2023). A Qualitative Exploratory Research Design Study of Asian American Consumer Acceptance of Biometric Technology. University of the Cumberlands.
30) Orea-Giner, A., & Fusté-Forné, F. (2023). The way we live, the way we travel: generation Z and sustainable consumption in food tourism experiences. British Food Journal, 125(13), 330–351.
31) Park, K., Kim, M., & Jung, K. (2024). A Character-Centric Creative Story Generation via Imagination. ArXiv Preprint ArXiv:2409.16667.
32) Pujianto, W. E., Purwono, R., Evendi, E., & Supriyadi, S. (2023). Spiritual dimension to organization citizenship behavior: The mediating role of adaptive leadership and quality of work life. Jurnal Ekonomi Modernisasi, 19(2), 70–85.
33) Rofiah, C. (2021). QUALITATIVE METHODS: SIMPLE RESEARCH WITH TRIANGULATION THEORY DESIGN. Develop, 5(1), 18–28.
34) Rofiah, C. (2022). Analisis Data Kualitatif: Manual Atau Dengan Aplikasi? Develop, 6(1), 33–46.
35) Rofiah, C. (2024). Cyberfenomenologi dan Evolusi Identitas Manusia Dalam Dunia Media Sosial: Pendekatan Studi Kualitatif. Develop, 8(2), 136–160.
36) See, X. Z., Yeo, W. S., & Saptoro, A. (2024). A comprehensive review and recent advances of vitamin C: Overview, functions, sources, applications, market survey and processes. Chemical Engineering Research and Design.
37) Traustason, A. M., & Jónsson, O. S. (2023). Analysis of the consumer behavior in the skincare market in Iceland.
38) Tsen, D. H. (2023). Transition as Dysrhythmia: Luo Yijun, Generational Logic, and Taiwanese Post-postmodernism. Remembering Transitions: Local Revisions and Global Crossings in Culture and Media, 38, 115.
39) Tuncer, İ., & Kartal, A. S. (2024). Do the importance of influencer‐and customer‐generated content on social media affect willingness to pay more for potential customers? Journal of Consumer Behaviour, 23(2), 1002–1013.
40) Von Hohenberg, B. C., & Guess, A. M. (2023). When do sources persuade? The effect of source credibility on opinion change. Journal of Experimental Political Science, 10(3), 328–342.
41) Wang, J., Shahzad, F., & Ashraf, S. F. (2023). Elements of information ecosystems stimulating the online consumer behavior: A mediating role of cognitive and affective trust. Telematics and Informatics, 80, 101970.
42) Wellman, M. L. (2024). “A friend who knows what they’re talking about”: Extending source credibility theory to analyze the wellness influencer industry on Instagram. New Media & Society, 26(12), 7020–7036.
43) Wu, W., Wang, S., Ding, G., & Mo, J. (2023). Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective. Journal of Retailing and Consumer Services, 71, 103217.
44) Yamagishi, K., Canayong, D., Domingo, M., Maneja, K. N., Montolo, A., & Siton, A. (2024). User-generated content on Gen Z tourist visit intention: a stimulus-organism-response approach. Journal of Hospitality and Tourism Insights, 7(4), 1949–1973.
ABSTRACT:
The phenomenon of digital marketing development has presented a new strategy in building consumer trust, especially for the Strawberry Generation who are known to be selective in choosing skincare products. The #RepairYourSkinBarrier campaign on TikTok is one example of an effort that integrates scientific education, transparency, and professional validation to attract audience attention. This study aims to analyze how this content builds the Strawberry Generation's trust in Skintific products and influences their purchasing decisions. The research method used was qualitative with a cyber phenomenology approach, which involved in-depth interviews with 10 informants from the Strawberry Generation and virtual participatory observation of TikTok content with the hashtag #RepairYourSkinBarrier.The results of the study showed that this content successfully met the Strawberry Generation's needs for transparency and professional validation. Professional and educational visual content, simple delivery of scientific information, and active interaction from content creators (Detective Doctors) were the main factors in building audience trust. Other findings showed that doctor validation, testimonials from other users, and science-based explanations increased consumers' sense of security and trust, especially for those with sensitive skin. The campaign also drives purchasing decisions through a combination of education, trust, and visual appeal.In conclusion, the #RepairYourSkinBarrier content is effective in building trust among the Strawberry Generation with an approach based on scientific education, transparency, and active engagement. The recommendation is for other brands to adopt a similar strategy by involving professionals to create content that is educational, transparent, and relevant to consumer needs. Further research is recommended to explore the effectiveness of similar campaigns on other platforms and across different audience segments.
KEYWORDS:
#RepairYourSkinBarrier, Strawberry Generation, consumer trust, professional validation, transparency, cyber phenomenology, TikTok, skincare education.
REFERENCES:
1) Akhmaeva, L. G., Dolgopolov, D. V, & Eremeeva, A. I. (2023). Customers’ behavior changes of Russian representatives of generations X and Z due to social and economic factors in 2022. Вестник Университета, 221.
2) Alhalwachi, L., Askar, E., & Zaidan, A. (2024). The Impact of Digital Marketing on SME’s Growth and Success as a Tool of Marketing Communication: A Case Study in Bahrain After the Pandemic. In Artificial Intelligence-Augmented Digital Twins: Transforming Industrial Operations for Innovation and Sustainability (pp. 523–540). Springer.
3) Alshaketheep, K., Mansour, A., Deek, A., Zraqat, O., Asfour, B., & Deeb, A. (2024). Innovative digital marketing for promoting SDG 2030 knowledge in Jordanian universities in the Middle East. Discover Sustainability, 5(1), 219.
4) Amaldoss, W., & Shin, W. (2023). Content Provision on UGC Platforms. Global Marketing Conference, 390.
5) Baudier, P., de Boissieu, E., & Duchemin, M.-H. (2023). Source credibility and emotions generated by robot and human influencers: the perception of luxury brand representatives. Technological Forecasting and Social Change, 187, 122255.
6) Chintakananda, A., & Liu, X. (2024). The price of kindness: perceived bribery pervasiveness and coping mechanisms in an emerging market. Asia Pacific Journal of Management, 1–26.
7) Cruz, E. F., & da Cruz, A. M. R. (2023). Digital solutions for engaging end-consumers in the circular economy of the textile and clothing value chain-A systematic review. Cleaner and Responsible Consumption, 100138.
8) Das, A., Kondasani, R. K. R., Deb, R., & Batabyal, D. (2024). Leveraging user-generated content (UGC) in pre-travel behavior: A PLS-SEM and necessary conditions analysis (NCA) approach. Tourism and Hospitality Research, 14673584241292254.
9) Dhounchak, R., Kavitha, V., & Altman, E. (2023). Viral marketing branching processes. Computer Communications, 198, 140–156.
10) Dragolea, L.-L., Butnaru, G. I., Kot, S., Zamfir, C. G., Nuţă, A.-C., Nuţă, F.-M., Cristea, D. S., & Ştefănică, M. (2023). Determining factors in shaping the sustainable behavior of the generation Z consumer. Frontiers in Environmental Science, 11, 1096183.
11) Duah, C. (2023). The Influence of TikTok Videos on Consumer Behaviour.
12) East, S. (2024). “Get Ready With Me for TV.” How Female Journalists Communicate Identity Through# GRWM Videos on TikTok. Regent University.
13) Erwin, E., Suade, Y. K. M., & Alam, N. (2023). Social Media Micro-enterprise: Utilizing Social Media Influencers, Marketing Contents and Viral Marketing Campaigns to Increase Customer Engagement. International Conference of Economics, Business, and Entrepreneur (ICEBE 2022), 578–593.
14) Firdausi, F. F. (2023). Pengaruh Content Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Produk Skintific dengan Content Creation sebagai Variabel Intervening (Studi Kasus pada Pengikut Cut Rizki). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 23(1), 1–35.
15) Gök, T., & Baltacı, M. (2024). Digital Marketing and Consumer Behavior in Tourism. In Innovation Strategies and Organizational Culture in Tourism (pp. 61–69). Routledge.
16) Hazari, S., & Sethna, B. N. (2023). A comparison of lifestyle marketing and brand influencer advertising for generation Z Instagram users. Journal of Promotion Management, 29(4), 491–534.
17) Hochstein, R. E., Harmeling, C. M., & Perko, T. (2023). Toward a theory of consumer digital trust: meta-analytic evidence of its role in the effectiveness of user-generated content. Journal of the Academy of Marketing Science, 1–21.
18) Jayasree, R., Thangam, C., Kulanthaivel, L., & Subbaraj, G. K. (2023). Preventive Role of Nutraceutical Agents Against Aging. In Evidence-based Functional Foods for Prevention of Age-related Diseases (pp. 345–371). Springer.
19) Kaur, A., Soch, H., & Kaur, S. (2023). Interaction Behavior of Customers in Viral Marketing: An Analysis of its Impact on Customer Opinions. In Handbook of Evidence Based Management Practices in Business (pp. 292–304). Routledge.
20) Khamitov, M., Rajavi, K., Huang, D.-W., & Hong, Y. (2024). Consumer trust: Meta-analysis of 50 years of empirical research. Journal of Consumer Research, 51(1), 7–18.
21) Kim, S. Y. (2023). Investigating the effect of customer-generated content on performance in online platform-based experience goods market. Journal of Retailing and Consumer Services, 74, 103409.
22) Kim, W.-H., Park, E., & Kim, S.-B. (2023). Understanding the role of firm-generated content by hotel segment: the case of Twitter. Current Issues in Tourism, 26(1), 122–136.
23) Lee, J.-S., & Park, S. (2023). A cross-cultural anatomy of destination image: An application of mixed-methods of UGC and survey. Tourism Management, 98, 104746.
24) Liu, H., Wang, Y., He, G., Ma, R., & Fu, S. (2023). The impact of environmental information disclosure of origin using blockchain technology on online consumer behaviour: A combination of SEM and NCA approaches. Journal of Cleaner Production, 421, 138449.
25) Liu, M., Xu, J., Li, S., & Wei, M. (2023). Engaging customers with online restaurant community through mutual disclosure amid the COVID-19 pandemic: The roles of customer trust and swift guanxi. Journal of Hospitality and Tourism Management, 56, 124–134.
26) Liu, P., Tse, E. C.-Y., & He, Z. (2024). Influence of customer satisfaction, trust, and brand awareness in health-related corporate social responsibility aspects of customers revisit intention: a comparison between US and China. Journal of Quality Assurance in Hospitality & Tourism, 25(4), 700–726.
27) Meng, L. M., Kou, S., Duan, S., & Bie, Y. (2024). The impact of content characteristics of Short-Form video ads on consumer purchase Behavior: Evidence from TikTok. Journal of Business Research, 183, 114874.
28) Moroz, O., Trunina, I., Moroz, M., Zahorianskyi, V., & Vasylkovska, K. (2023). Digital Marketing Communications Transformation in Wartime. 2023 IEEE 5th International Conference on Modern Electrical and Energy System (MEES), 1–6.
29) Nguyen, Y. H. (2023). A Qualitative Exploratory Research Design Study of Asian American Consumer Acceptance of Biometric Technology. University of the Cumberlands.
30) Orea-Giner, A., & Fusté-Forné, F. (2023). The way we live, the way we travel: generation Z and sustainable consumption in food tourism experiences. British Food Journal, 125(13), 330–351.
31) Park, K., Kim, M., & Jung, K. (2024). A Character-Centric Creative Story Generation via Imagination. ArXiv Preprint ArXiv:2409.16667.
32) Pujianto, W. E., Purwono, R., Evendi, E., & Supriyadi, S. (2023). Spiritual dimension to organization citizenship behavior: The mediating role of adaptive leadership and quality of work life. Jurnal Ekonomi Modernisasi, 19(2), 70–85.
33) Rofiah, C. (2021). QUALITATIVE METHODS: SIMPLE RESEARCH WITH TRIANGULATION THEORY DESIGN. Develop, 5(1), 18–28.
34) Rofiah, C. (2022). Analisis Data Kualitatif: Manual Atau Dengan Aplikasi? Develop, 6(1), 33–46.
35) Rofiah, C. (2024). Cyberfenomenologi dan Evolusi Identitas Manusia Dalam Dunia Media Sosial: Pendekatan Studi Kualitatif. Develop, 8(2), 136–160.
36) See, X. Z., Yeo, W. S., & Saptoro, A. (2024). A comprehensive review and recent advances of vitamin C: Overview, functions, sources, applications, market survey and processes. Chemical Engineering Research and Design.
37) Traustason, A. M., & Jónsson, O. S. (2023). Analysis of the consumer behavior in the skincare market in Iceland.
38) Tsen, D. H. (2023). Transition as Dysrhythmia: Luo Yijun, Generational Logic, and Taiwanese Post-postmodernism. Remembering Transitions: Local Revisions and Global Crossings in Culture and Media, 38, 115.
39) Tuncer, İ., & Kartal, A. S. (2024). Do the importance of influencer‐and customer‐generated content on social media affect willingness to pay more for potential customers? Journal of Consumer Behaviour, 23(2), 1002–1013.
40) Von Hohenberg, B. C., & Guess, A. M. (2023). When do sources persuade? The effect of source credibility on opinion change. Journal of Experimental Political Science, 10(3), 328–342.
41) Wang, J., Shahzad, F., & Ashraf, S. F. (2023). Elements of information ecosystems stimulating the online consumer behavior: A mediating role of cognitive and affective trust. Telematics and Informatics, 80, 101970.
42) Wellman, M. L. (2024). “A friend who knows what they’re talking about”: Extending source credibility theory to analyze the wellness influencer industry on Instagram. New Media & Society, 26(12), 7020–7036.
43) Wu, W., Wang, S., Ding, G., & Mo, J. (2023). Elucidating trust-building sources in social shopping: A consumer cognitive and emotional trust perspective. Journal of Retailing and Consumer Services, 71, 103217.
44) Yamagishi, K., Canayong, D., Domingo, M., Maneja, K. N., Montolo, A., & Siton, A. (2024). User-generated content on Gen Z tourist visit intention: a stimulus-organism-response approach. Journal of Hospitality and Tourism Insights, 7(4), 1949–1973.
