Unveiling the Dynamics: How Social Media Influencer and Variety Seeking Drive Brand Switching Behavior among Gen Z

The skincare industry, particularly goods such as skincare face wash, has increasingly become the subject of marketing research due to the importance of brand selection among Generation Z in the age of social media influencers and the desire for diversity. The purpose of this study is to gain a deeper knowledge of how social media influencers and variety seeking affect generation Z’s tendency to switch brands when it comes to skin care products, namely face cleansers. An online survey with 383 qualified respondents was used to perform the research, which was then analyzed using Structural Equation Modelling (SEM) with SmartPLS 3. This research findings show that social media influencers do not have a significant influence on brand switching behavior, while variety-seeking behavior has a strong correlation with brand switching behavior. This research also aims to help skincare firms in the beauty sector, in particular, create more creative, appealing, and customer-retaining marketing strategies in the face of a market that is becoming more complex and diversified. Associated industries can better fulfill the changing demands and tastes of this digital age by having a greater grasp of consumer behavior. Given the fact that Gen Z customers, who are becoming more and more influential in the skincare product industry, can be reached and understood through successful marketing methods, this research greatly advances that effort.