In the contemporary landscape of digital marketing, the influence of Viral Marketing and Social Media Influencers on consumer behavior, particularly in the skincare industry, has become increasingly pronounced. This study aims to explore and analyze the roles played by Viral Marketing campaigns and Social Media Influencers in shaping consumers' purchasing decisions regarding skincare products. By integrating theoretical frameworks with practical illustrations, this study investigates how Viral Marketing and Social Media Influencers influence consumer perceptions, attitudes, and behaviors within the skincare market. Furthermore, this research highlights the challenges and opportunities associated with these digital marketing strategies, emphasizing the importance of authenticity, transparency, and ethical practices in maintaining consumer trust and brand credibility. The findings of this study provide valuable insights for marketers, practitioners, and policymakers seeking to navigate the dynamic landscape of skincare marketing in the digital age, while also offering directions for future research in this burgeoning field. As such, this paper aims to investigate the role of Viral Marketing and Social Media influencers in purchasing skincare products among Malaysian consumers.
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