Role of blockchain in shaping trust and purchase intentions for beauty brands advertised online

Sangal, Shreya; Nigam, Achint; Behl, Abhishek; Gupta, Suraksha; Magliocca, Pierpaolo

Abstract

Corporate reputation is the public’s perception of a business and how people perceive an organization with their products, services, and behaviours. In the beauty industry, consumers are known to be more curious and conscious of the broader impact of their buying decisions. With significant purchasing power, consumers now prioritize safety and health considerations when it comes to beauty care. Our empirical study investigates the role of blockchain technology on consumers’ perceptions of quality, consumers’ trust, and their intention to buy beauty brands advertised on online beauty platforms, through an experiment. Drawing broadly on the theories of swift trust and trust-based marketing, the findings of the moderated-mediation analysis highlight that the application of blockchain technology on e-commerce platforms would lead to higher buying intentions for unpopular beauty brands than for popular beauty brands. The study is empirical evidence that highlights how blockchain’s transparency and traceability characteristics could be important indicators of consumers’ perceptions and trust in a beauty product brand which may lead to better brand image and corporate reputation.

Citation

Sangal, S., Nigam, A., Behl, A., Gupta, S., & Magliocca, P. (2025). Role of blockchain in shaping trust and purchase intentions for beauty brands advertised online. International Journal of Advertising, 1-23. https://doi.org/10.1080/02650487.2025.2482362

• Journal Article Type: Article
• Acceptance Date: Mar 11, 2025
• Online Publication Date: Mar 25, 2025
• Publication Date: Mar 25, 2025
• Deposit Date: Apr 4, 2025
• Publicly Available Date: Apr 8, 2025
• Journal: International Journal of Advertising
• Print ISSN: 0265-0487
• Electronic ISSN: 1759-3948
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Pages: 1-23
• DOI: https://doi.org/10.1080/02650487.2025.2482362
• Keywords: Blockchain technology; unpopular brands; conditional process analysis; brand popularity; consumer trust; perceived product quality
• Public URL: https://keele-repository.worktribe.com/output/1112778
• Publisher URL: https://www.tandfonline.com/doi/full/10.1080/02650487.2025.2482362?scroll=top&needAccess=true#abstract