9th Student Research Conference in Marketing (SRCM) - 2025
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Item Effectiveness of Social Media Influencer Credibility on Brand Loyalty towards Shampoo Brands: Testing the Mediating Effect of Brand Trust among Gen Z(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Fernando, W. P. S. H.; Dissanayake, D. M. R.This research investigates how social media influencer credibility impacts on brand loyalty towards shampoo brands testing the mediating impact on brand trust. Aligning to the research gap found with empirical evidence. And the study was aimed at Gen Zs who are tech savvy and are usually getting exposed to social media influencers. This motivation came about because, while an increasing number of businesses use social media influencers to promote their products, little is known regarding how effective this communications strategy is for certain product categories, such as personal care items. Thus, a systemic study was carried out to examine the relationship between brand loyalty and the three main elements that make influencers credible sources. Alongside, level of expertise, reliability, and attractiveness were examined as the inclusion of the credibility of influencers. A quantitative study was employed followed by a deductive approach to address the research questions. Alongside, 385 respondents found within Gen Z, born from 1997 to 2012, were picked through convenient sampling method. The survey was executed to assess the key concepts of social media influencers' perceived trustworthiness, expertise, and attractiveness; brand trust; and brand loyalty. Responses were analyzed by using IBM SPSS software after testing assumptions. The findings of the study reveal that each factor of the credibility of the influencer (namely, trustworthy, expertise, attractive) has a significant positive mediatory effect on brand loyalty. This illustrates the importance of these characteristics in consumer decision-making. According to this study, brand trustworthiness is a determining factor in the effect of influence credibility on brand loyalty. This implies that though the relationship between an influencer's creditability and the brand loyalty is itself strong, the trust toward the brand elevates the relationship to a much greater level. The study also found that brand loyalty might be formed without brand trust. However, if trust and credibility are combined, it will be a more accurate way to establish brand loyalty. These findings have real-world uses for marketers to select and manage influencers to result brand loyalty in the competitive market. However, this study focused on the shampoo industry and Gen Z consumers in Sri Lanka, limiting the generalizability of findings to other products, age groups, or regions. The cross-sectional design restricts analysis of long-term effects, such as sustained brand loyalty or the impact of prolonged influencer marketing. Additionally, the study does not address emerging social media trends or platform-specific dynamics that could influence Gen Z engagement with influencers. Variables like perceived quality and emotional attachment, which may significantly mediate the relationship between influencer credibility and brand loyalty, were not explored. The rapid evolution of social media platforms and the freshness of this research area further limit the applicability of conclusions over time. Future research could address these gaps by examining other mediators, diverse products, and demographics, as well as the long-term effects of influencer marketing on brand loyalty and trust. This study has both theoretical and practical implications. Theoretically, it enhances understanding of the relationship between influencer credibility, brand trust, and loyalty, focusing on Gen Z consumers. By introducing brand trust as a mediating variable, it deepens insights into the role of influencer marketing in shaping consumer loyalty, contributing to frameworks like Source Credibility Theory and Social Influence Theory. Practically, the findings guide marketers in selecting authentic influencers and crafting relevant content to build Gen Z loyalty. Emphasizing trust, credibility, and attractiveness in influencer marketing strategies ensures alignment with brand values and fosters long-term engagement. The study confirmed the importance of trust as a mediator between brand attitude and purchase intentions. Accordingly, future research could examine the impact of influencer’s credibility on other product categories, whilst determining the effect of deference demographic factors within the variable framework.