Enhancing local bio-cosmetics perceived Quality through Social Media Storytelling

Abstract

This study aimed to examine the impact of social media storytelling on the perceived quality of local bio-cosmetics, with brand trust as a mediating variable and boycott behavior as a moderating variable. The study was conducted on IVOIRE NATURAL CARE, a local Algerian bio-cosmetics brand. The research model included social media storytelling as unidimensional independent variable, perceived quality as the dependent variable. Perceived quality which was measured through six dimensions: ingredient quality and naturalness, perceived efficacy and performance, sensory appeal, packaging and visual quality, consistency and reliability, and perceived superiority. Trust was measured by fiability (reliability) and intentionality. Data were collected using a questionnaire distributed online through various social media platforms, particularly Facebook and Instagram, with the support of pharmacists, specialized pages, and IVOIRE NATURAL CARE. The questionnaire was also distributed physically through QR codes placed in stores selling bio-cosmetic products to reach a wider audience. A total of 112 valid responses were obtained from natural cosmetics-oriented customers and usually exposed to content published via social media. The collected data were analyzed using SPSS and SmartPLS softwares to test the research hypotheses and validate the proposed model. The findings revealed that social media storytelling has a significant positive effect on brand trust but no direct significant effect on any dimension of perceived quality. However, brand trust significantly and positively influences all dimensions of perceived quality. The results also demonstrated that trust fully mediates the relationship between social media storytelling and perceived quality. In addition, boycott behavior was found to have a significant negative moderating effect on the relationship between social media storytelling and trust. Furthermore, respondents’ familiarity with IVOIRE NATURAL CARE significantly influenced their perceptions of storytelling, perceived quality, and trust, while no significant differences were found according to boycott behavior. The study highlights the central role of brand trust in transforming social media storytelling efforts into positive quality perceptions and provides practical insights for local bio-cosmetics brands seeking to strengthen their relationships with consumers.