Shaping Brand Loyalty through Social Media Influencers
The Mediating Role of Follower Engagement and Social Attractiveness
Bibliographic Data
| ID | 16913666 |
|---|---|
| Authors | Suhaib Ahmed (0000-0003-3496-8856, Near East University), Tahir Islam (0000-0001-7251-157X, Prague University of Economics and Business), Abdul Ghaffar (0000-0002-5994-8440) |
| Year | 2024 |
| Volume | 14 |
| Issue | 2 |
| Publication date | 2024-04-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | SAGE Open (JOURNAL) |
| Journal identifiers | ISSN: 2158-2440 • E-ISSN: 2158-2440 |
| Publisher | SAGE Publications (PUBLISHER • US) |
| DOI | 10.1177/21582440241242928 |
| OpenAlex | W4396973281 |
| Language | EN |
| Citations received | 4 |
| References cited | 65 |
This study explores the relationship between social media influencers (SMIs) and followers’ engagement, social attractiveness, and establishing brand loyalty. The study seeks to redefine current theoretical frameworks and provide practical insights for marketers by investigating the mediating role of followers’ engagement (FE) and social attractiveness (SA) and the moderating influence of parasocial interactions. The present study utilized a quantitative research methodology. The researchers employed the Smart PLS 4 structural equation modeling (SEM) technique to analyze the data. The data was obtained from the participants using the convenience sampling technique. This study’s findings reveal that the sole influence of social media influencers’ homophily on brand loyalty was insignificant; the presence of a substantial mediator, namely consumer engagement, suggests that engagement plays a role in channeling the impact of homophily on brand loyalty. Furthermore, the SA played a crucial role in mediating, emphasizing the significance of aesthetic and emotional appeal. The study revealed that parasocial relationships did not have a significant moderating effect on FE. However, they significantly modified the association between SMIs’ homophily and brand loyalty. These study findings highlight that marketers operating within the laptop industry specifically utilize engagement activities, emphasize visual harmony, and foster parasocial relationships to maximize the influence of influencers on brand loyalty
Advertising · Attractiveness · Brand Loyalty · Business · Influencer marketing · Loyalty · Political science · Relationship marketing · Social media · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing
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| Unique citing works | 4 |
|---|---|
| Citations per year | 4 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 4 |