Influencer marketings effekt på varumärkeslojalitet. En kvantitativ studie om hur influencer marketing påverkar varumärkeslojalitet hos Generation Z

Abstract

Brand loyalty plays a significant role in the success of a business through maintaining and retaining relationships with consumers. Despite companies' extensive use of influencer marketing in order to promote and create brand exposure within Generation Z, there is a lack of sufficient research on influencer marketing’s effect on brand loyalty. Therefore the purpose of this research is to investigate how influencer marketing affects brand loyalty within Generation Z. A quantitative research method was conducted by using a survey, whereby 193 respondents within the age of 18-29 participated. The survey consisted of 20 questions that were designed to establish influencer marketings effect on attitudinal and behavioral brand loyalty, specifically relating to fashion brands. Furthermore, the research findings reveal that there is no significant relationship between influencer marketing and either aspect of brand loyalty. Therefore the study concludes that influencer marketing does not have a significant effect on attitudinal or behavioral brand loyalty among Generation Z, with regards to the fashion brands. Thus, this study with both it’s limitations and contributions, highlights the need for further research within this area.