Title: Navigating the shift in brand loyalty: the impact of social media influencers

Authors: M. Sivakoti Reddy; Sangeeta Malhotra; Laxmi Srinivas Samayamantri; Sangeeta Singhal; Sanjeev Kumar Saxena; Niharika Singh

Addresses: Department of Management Studies, Vignan's Foundation for Science Technology and Research, Vadlamudi, Guntur, Andhra Pradesh, India ' Department of Academics, Business Department, The Woolwich Institute, Knowledge Village, Dubai, United Arab Emirates ' Department of VP of Global Engineering-Digital Transformation, Nu Skin, Chicago, USA ' Department of US Engineering, Infosys, Warwick Road, Princeton Junction, New Jersey, USA ' Department of Hospitality and Tourism Management, Assam University, Silchar, India ' Institute of Business Management, GLA University, Mathura, Uttar Pradesh, India

Abstract: This study delves into the dynamic landscape of brand loyalty in the age of social media, focusing on the evolving influence of social media personalities. In the digital era, where social media has become integral to our lives, consumers increasingly rely on influencers for product recommendations and brand associations. We thoroughly analysed quantitative and qualitative research methods to gain a comprehensive understanding. The total sample size for the survey was 1,248 respondents, selected based on demographic distribution. Data analysis was performed using Microsoft Excel and MATLAB tools, ensuring precise and accurate insights. Our study shows that authenticity, trust, and engagement are key in the brand-consumer connection with social media celebrities. Consumer behaviour, marketing effectiveness, and customer satisfaction depend on these characteristics. Marketers and organisations can use the study's findings to utilise social media personalities in this changing marketplace. Understanding the primary determinants of brand loyalty in the digital era helps organisations adjust to changing consumer engagement and brand trust paradigms and succeed in a social media-driven market.

Keywords: brand loyalty; social media personalities; consumer behaviour; social media-driven market; marketers and organisations; customer satisfaction; brand associations.

DOI: 10.1504/IJIE.2025.145652

International Journal of Intelligent Enterprise, 2025 Vol.12 No.2, pp.148 - 170

Received: 11 Feb 2024
Accepted: 20 Aug 2024
Published online: 11 Apr 2025 *

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