Osman, DinaSalama, IsraaOsman, MayarMohammed Hisham, Nada2022-08-112022-08-112022Faculty Of Management Graduation Project 2020 - 2022http://repository.msa.edu.eg/xmlui/handle/123456789/5119The purpose of this research paper is to measure the impact of social media influencers’ characteristics on self-concept and purchase intention in the skincare industry. Based on the literature review, the researchers proposed a conceptual model that was tested using a quantitative and qualitative approach. Online questionnaires were collected from 285 persons who are follow skincare social media influencers Zeina or Khaled. The non-probability convenience sampling technique was used throughout this research. SPSS software was used for data analysis. After the findings, the results indicated that there is a relationship between social media influencers’ credibility and self-concept of skincare industry. In addition, there is a relationship between social media influencers’ attractiveness and self-concept of skincare industry. Also, there is a relationship between social media influencers’ expertise and self-concept of skincare industry. Moreover, the findings showed that also there is a relationship between social media influencers’ credibility and purchase intention of skincare industry. Furthermore, there is a relationship between social media influencers’ attractiveness and purchase intention of skincare industry. Lastly, there is a relationship between social media influencers’ expertise and purchase intention of skincare industry. Finally, this research provides a practical implication as a form of insights and advices for the marketing agencies.enuniversity of modern sciences and artsMSA universityOctober university for modern sciences and artsجامعة أكتوبر للعلوم الحديثة و الأدابSocial media influencersSocial media influencers characteristicsCredibilityattractiveness, expertise, self-concept, purchase intentionOther