Private label health care products have become an important segment of the health care market by offering consumers affordable alternatives to established national brands. Despite improvements in product quality and regulatory compliance, consumer trust c

Abstract

Private label health care products have become an important segment of the health care market by offering consumers affordable alternatives to established national brands. Despite improvements in product quality and regulatory compliance, consumer trust continues to be a significant challenge due to concerns regarding product safety, effectiveness, and brand credibility. Influencer marketing has emerged as an effective digital marketing strategy that enables brands to establish authentic relationships with consumers through credible and engaging content. This study investigates the role of influencer marketing in building brand trust for private label health care products by examining the influence of influencer credibility, authenticity, expertise, transparency, and consumer engagement on trust formation and purchase intention. A quantitative research approach was employed using structured questionnaires administered to consumers familiar with private label health care products. The collected data were analyzed using appropriate statistical techniques to evaluate the relationships among the study variables. The findings indicate that influencer authenticity, perceived expertise, and transparent communication have a significant positive effect on consumer trust and purchase intention toward private label health care products. Furthermore, higher levels of consumer engagement with influencer-generated content strengthen brand credibility and foster long-term customer relationships. The study concludes that influencer marketing serves as a valuable strategic tool for enhancing brand trust and improving consumer acceptance of private label health care products. The findings provide practical insights for marketers and health care retailers in designing effective influencer marketing strategies that support sustainable brand development and competitive advantage.