Paper Contents
Abstract
This study examines the impact of influencer marketing on brand loyalty towards smartphones, focusing on a comparison between Generation Z and Millennials. It explores how influencer motive, attitude towards influencers, and influencer credibility influence brand loyalty across these generational groups. The research conducted in the Mangaluru region with a sample of 253 respondents, random sampling and a descriptive design are used in the study.The findings indicate that influencer credibility and authenticity are critical in shaping brand loyalty. Generation Z values lifestyle alignment and authenticity, while Millennials are influenced more by credibility and professional alignment. The study concludes that brands should customize their influencer marketing strategies: emphasizing credibility for Millennials and authenticity for Generation Z.Keywords: Influencer Marketing, Brand Loyalty, Generation Z, Millennials, Influencer Motive, Attitude towards Influencers, Influencer Credibility
Copyright
Copyright © 2024 Sakshitha V. This is an open access article distributed under the Creative Commons Attribution License.
