IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v34y2024i2p207-230.html
   My bibliography  Save this article

Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty

Author

Listed:
  • Suhaib Ahmed
  • Abdul Ghaffar
  • Syed Shahid Zaheer Zaidi
  • Tahir Islam
  • Muhammad Mumtaz Khan
  • Fazila Islam
  • Tomas Kincl
  • Altaf Ahmed Sheikh

Abstract

Factors developing brand loyalty through social media influencers (SMIs) are immensely important to academics and marketing practitioners since it is a remarkable driver of organizational success. This research investigates the impact of SMIs homophily in developing customer brand engagement (CBE) and its impact on BL. We collected valid data from 412 respondents using laptop brands in Pakistan and used structural equation modeling to analyze the data. The findings indicate that the SMIs homophily is crucial in establishing CBE and BL. The results further show that CBE’s emotional and cognitive dimensions significantly mediate the relationship between SMIs homophily and BL. However, the emotional CBE has a stronger mediating impact on BL. The study provides valuable insights for brand managers to hire SMIs who resemble their fans to grab their loyalty toward the brand. This study unfolds new avenues in social media marketing, consumer behavior, and branding literature by understanding the association between SMIs homophily, CBE, and BL.

Suggested Citation

  • Suhaib Ahmed & Abdul Ghaffar & Syed Shahid Zaheer Zaidi & Tahir Islam & Muhammad Mumtaz Khan & Fazila Islam & Tomas Kincl & Altaf Ahmed Sheikh, 2024. "Influencer-driven loyalty: Understanding the mediating role of customer brand engagement in the relationship between social media influencers and brand loyalty," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 34(2), pages 207-230, April.
    • Handle: RePEc:taf:jgsmks:v:34:y:2024:i:2:p:207-230
    DOI: 10.1080/21639159.2024.2308285
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2024.2308285
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/21639159.2024.2308285?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:34:y:2024:i:2:p:207-230. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.