Impact of Social Media Influencers on Brand Loyalty among Generation Z
Influencer Marketing, Brand Loyalty, Generation Z, Social Media Marketing, Consumer Behavior, Influencer Credibility, Digital Marketing, Purchase Intention
The rapid expansion of social media platforms has significantly transformed modern marketing strategies, particularly in influencing younger consumers. Social media influencers have emerged as key opinion leaders who shape consumer perceptions, attitudes, and purchasing decisions. This study examines the impact of social media influencers on brand loyalty among Generation Z consumers. The research focuses on influencer credibility, authenticity, engagement, and platform preference as major determinants influencing consumer trust and long-term loyalty toward brands. A quantitative research approach was adopted using survey data collected from Generation Z respondents actively engaged on social media platforms. The findings indicate that influencer credibility and authenticity significantly influence consumer trust, which subsequently enhances brand loyalty. Furthermore, engagement and transparency were found to strengthen emotional connections between consumers and brands. The study highlights the strategic importance of influencer marketing in developing sustainable brand relationships among Gen Z consumers in the digital marketplace.
Registration ID: IJVRA_701988 Published ID: IJVRA2603460
"Impact of Social Media Influencers on Brand Loyalty among Generation Z", IJVRA - International Journal of Versatile Research and Analysis (www.IJVRA.org), ISSN:2984-8903, Vol.4, Issue 3, page no.518-520, March-2026, Available :https://ijpub.org/ijvra/papers/IJVRA2603460.pdf
Paper Reg. ID: IJVRA_701988
Published Paper Id: IJVRA2603460
Research Area: Management All
Country: Gorakhpur , Uttar Pradesh, India
ISSN: 2984-8903 | IMPACT FACTOR: 9.12 Calculated By Google Scholar | ESTD YEAR: 2023
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Publisher: IJVRA (IJ Publication) Janvi Wave
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