The Impact of Influencer Marketing and Brand Credibility on Brand Loyalty Among Gen Z
DOI:
https://doi.org/10.54536/jcbmm.v2i1.7862Keywords:
Brand Credibility, Brand Loyalty, Digital Marketing, Generation Z, Influencer MarketingAbstract
This study examined the impact of influencer marketing and brand credibility on brand loyalty among Generation Z consumers in the municipalities of Maramag, Don Carlos and Quezon in the third District of Bukidnon, Philippines. Employing a quantitative descriptive-correlational design, data were gathered from 400 respondents age range to 18 to 29 years old residing in the three municipalities through an adapted survey questionnaire and analyzed using descriptive statistics and Pearson correlation. Generation Z consumers perceived influencer marketing at a high level, with Authentic Content and Endorsement emerging as the most influential dimension. Brand credibility was likewise perceived at a high level, with Expertise rated as the most credible dimension. Brand loyalty was demonstrated at a high level, with Trust in the Brand as its most developed dimension. Pearson correlation analysis revealed significant positive relationships between influencer marketing and brand loyalty, as well as between brand credibility and brand loyalty. Authentic Content and Endorsement and Reliability emerged as the strongest-correlating dimensions within their respective constructs. The study concludes that both influencer marketing and brand credibility are strong and significant drivers of Generation Z brand loyalty in regional Philippine markets, underscoring the importance of authenticity, honesty, and reliable brand communication through digital marketing in cultivating long-term consumer commitment
References
Ahmed, R. R., Streimikiene, D., Rolle, J., & Pham, A. D. (2024). The influence of social media influencers on brand loyalty: Evidence from Pakistan. SAGE Open, 14(1). https://doi.org/10.1177/21582440241228678
Ahmed, S., Rafi, A., & Rasheed, A. (2024). Shaping brand loyalty through social media influencers. SAGE Open, 14(2). https://doi.org/10.1177/21582440241242928
Ajzen, I., & Fishbein, M. (1975). Understanding attitudes and predicting social behavior. Prentice-Hall.
Alcántara-Pilar, J. M., Blanco-Encomienda, F. J., Armenski, T., & Del Barrio-García, S. (2024). From likes to loyalty: Exploring the impact of influencer credibility and trust in TikTok marketing campaigns. Journal of Retailing and Consumer Services, 78, Article 103678. https://doi.org/10.1016/j.jretconser.2024.103678
Ambler, T. (1997). How much of brand equity is explained by sustainability? Journal of Brand Management, 5(1), 65–76. https://doi.org/10.1057/bm.1997.42
Angeles, E. V., Sta. Maria, M. R., & Reyes, J. L. (2024). Social media influencer attributes’ impact on Generation Z Filipino consumers. International Journal of Research Studies in Science, Engineering and Technology, 12(15). https://rsisinternational.org/journals/ijrsi/digital-library/volume-12-issue-15/1732-1798.pdf
Ateş, A., Sunar, H., & Erdem, B. (2024). The role of emotional attachment in the impact of Generation Z’s trust in digital influencers on unplanned purchase behavior. Galactica Media: Journal of Media Studies, 6(4), 169–188. https://doi.org/10.46539/gmd.v6i4.499
Bazi, S., Filieri, R., & Gorton, M. (2023). Social media content aesthetic quality and customer engagement: The mediating role of entertainment and impacts on brand love and loyalty. Journal of Business Research, 160, Article 113785. https://doi.org/10.1016/j.jbusres.2023.113785
Beresford Research. (2024). Age range by generation. https://www.beresfordresearch.com/age-range-by-generation/
Bhalla, G. (2025). The impact of influencer marketing on Gen Z’s purchase decisions: A comparative study across social media platforms. ISJEM. https://isjem.com/download/the-impact-of-influencer-marketing-on-gen-zs-purchase-decisions
Blau, P. M. (1964). Exchange and power in social life. John Wiley & Sons.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approach (4th ed.). SAGE Publications.
De La Salle University. (2024). Parasocial relationship, self-disclosure, and social media influencers’ impact on Filipino Gen Z. In Proceedings of the DLSU Research Congress 2024. https://www.dlsu.edu.ph/wp-content/uploads/pdf/conferences/research-congress-proceedings/2024/LCCS-06.pdf
De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003
Delgado-Ballester, E. (2004). Applicability of a brand trust model across product categories. European Journal of Marketing, 38(5/6), 573–592. https://doi.org/10.1108/03090560410530722
Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009
Eisend, M. (2006). Source credibility dimensions in marketing communication — A generalized solution. Journal of Empirical Generalisations in Marketing Science, 10, 1–33. http://www.empgens.com/wp-content/uploads/2006/06/SourceCredibility.pdf
Erdem, T., & Swait, J. (1998). Brand equity as a signaling phenomenon. Journal of Consumer Psychology, 7(2), 131–157. https://doi.org/10.1207/s15327663jcp0702_02
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
Erdem, T., Swait, J., & Louviere, J. (2002). The impact of brand credibility on consumer price perceptions. Journal of Retailing, 78(2), 141–156. https://doi.org/10.1016/S0022-4359(02)00064-5
Erdoğmuş, İ. E., & Çiçek, M. (2012). The impact of social media marketing on brand loyalty. Procedia – Social and Behavioral Sciences, 58, 1353–1360. https://doi.org/10.1016/j.sbspro.2012.09.1119
Ernest, E. A., Aidoo, K. A., & Mensah, I. (2025). Exploring the impact of brand authenticity on Generation Z emotional and behavioral loyalty. Open Journal of Business and Management, 13(9), 1–20. https://www.scirp.org/journal/paperinformation?paperid=145804
Ernest, K., Asante, B., & Frimpong, D. (2025). Brand credibility and emotional loyalty among urban digital natives: The role of influencer marketing. Journal of Digital Commerce and Consumer Behavior, 3(1), 77–94.
Fatima, N. (2023). Investigation of how brands using influencer marketing affect Generation Z buying decisions. Journal of Law and Economics. https://journals.gen.tr/index.php/jlecon/article/view/2117
Fincham, J. E. (2008). Response rates and responsiveness for surveys, standards, and the Journal. American Journal of Pharmaceutical Education, 72(2), Article 43. https://doi.org/10.5688/aj720243
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373. https://doi.org/10.1086/209515
Guled, M. A., & Rajkumar, D. C. (2025). Influencer marketing on brand awareness and purchase decision among Gen Z and millennials. Journal of Marketing & Social Research, 2(7), 164–170. https://jmsr-online.com/article/influencer-marketing-on-brand-awareness-and-purchase-decision-among-gen-z-and-millennials-370/
Hovland, C. I., Janis, I. L., & Kelley, H. H. (1953). Communication and persuasion: Psychological studies of opinion change. Yale University Press.
Hudders, L., De Jans, S., & De Veirman, M. (2021). The commercialization of social media stars. International Journal of Advertising, 40(3), 327–350. https://doi.org/10.1080/02650487.2020.1833355
IBM Institute for Business Value. (2023). Gen Z brand relationships: Authenticity matters [Industry report]. IBM. https://www.ibm.com/downloads/documents/us-en/10a99803fb2fdc2b
IEOM Society. (2022). Social media interactivity boosts loyalty via satisfaction. In Proceedings of the International Conference on Industrial Engineering and Operations Management. IEOM Society International.
Jain, S. (2024). The impact of social media content on Gen Z engagement: A comprehensive analysis. International Journal for Multidisciplinary Research, 6(4). https://www.ijfmr.com/papers/2024/4/26194.pdf
Julaeha, L. S. (2024). The role of content marketing in brand loyalty: An empirical analysis. MASMAN Journal. https://ejournal-nipamof.id/index.php/MASMAN/article/download/509/617
Kadence International. (2025). Gen Z loyalty through user-generated content [Industry report]. https://www.kadence.com/report
Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19–32). Sage.
Keller, E., & Lehmann, D. R. (2006). Brands and branding: Research findings and future priorities. Marketing Science Institute.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1–22. https://doi.org/10.1177/002224299305700101
Keller, K. L. (2013). Strategic brand management: Building, measuring, and managing brand equity (4th ed.). Pearson Education.
Kelman, H. C. (1958). Compliance, identification, and internalization: Three processes of attitude change. Journal of Conflict Resolution, 2(1), 51–60. https://doi.org/10.1177/002200275800200106
Ki, C.-W. C., Cuevas, L. M., Chong, S. M., & Lim, H. (2020). Influencer marketing: Who is the celebrity endorser? Journal of Interactive Advertising, 20(1), 1–17. https://doi.org/10.1080/15252019.2020.1718642
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486. https://doi.org/10.1016/j.jbusres.2011.02.009
Kim, D. Y., & Lee, S. (2021). The impact of social commerce on brand loyalty: The mediating role of brand credibility. Journal of Retailing and Consumer Services, 62, Article 102630. https://doi.org/10.1016/j.jretconser.2021.102630
Konnect Insights. (2025). Gen Z trust in influencer recommendations [Industry report]. https://www.konnectinsights.com/report
Lacap, J. P. G., Caber, M., & Llanes, J. C. (2023). The influence of social media interaction on self-disclosure, parasocial relationships, brand credibility, and brand loyalty. Spanish Journal of Marketing – ESIC, 27(3), 318–337. https://doi.org/10.1108/SJME-09-2022-0198
Liao, Y., & Chen, S. (2024). How do influencers’ authenticity management strategies shape digital engagement? Journal of Business Research, 172, Article 114435. https://doi.org/10.1016/j.jbusres.2023.114435
Lim, W. M. (2024). What is qualitative research? An overview and guidelines. Australian Marketing Journal, 32(3), 144–156. https://doi.org/10.1177/14413582241264619
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Malhotra, N. K. (2010). Marketing research: An applied orientation (6th ed.). Pearson Education.
Marie, A. (2024a). Impact of social media marketing on consumers in the Philippines. International Journal of Fashion and Design, 3(4), 28–39. https://doi.org/10.47604/ijfd.3014
Marie, A. (2024b). Social media and consumer behavior among Filipino Generation Z: Trends and implications. Philippine Digital Marketing Institute.
McMullan, R. (2005). A multiple-item scale for measuring customer loyalty development. Journal of Services Marketing, 19(7), 470–481. https://doi.org/10.1108/08876040510625947
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Menon, D. (2024). Brand trust and brand loyalty: Exploring the mediating role of brand commitment. Academy of Marketing Studies Journal, 28(1), 1–18.
Nafees, L., Cook, M., & Stoddard, C. (2021). Attractiveness enhances influencer credibility. Journal of Research in Interactive Marketing, 15(3), 435–455. https://doi.org/10.1108/JRIM-10-2020-0207
Nielsen. (2024). The digital consumer in emerging markets: Trends in influencer marketing [Industry report]. https://www.nielsen.com/insights/report/digital-consumer-emerging-markets/
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Special Issue), 33–44. https://doi.org/10.1177/00222429990634s105
Onofrei, G., Filieri, R., & Dinu, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of content quality and credibility. Journal of Business Research, 142, 100–112. https://doi.org/10.1016/j.jbusres.2022.01.019
Oracle. (2025). Gen Z consumer trends 2025 [Industry report]. https://www.oracle.com/genz-trends-2025
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123–205. https://doi.org/10.1016/S0065-2601(08)60214-2
Pew Research Center. (2019, January 17). Defining generations: Where Millennials end and Generation Z begins. https://www.pewresearch.org/short-reads/2019/01/17/where-millennials-end-and-generation-z-begins/
Philippine Statistics Authority. (2020). 2020 Census of Population and Housing (2020 CPH). https://psa.gov.ph/census-of-population-and-housing/2020
Pradhan, D., Kuanr, A., Anupurba Pahi, S., & Akram, M. S. (2023). Influencer marketing: When and why Gen Z consumers avoid influencer’s brand endorsement. Computers in Human Behavior, 145, Article 107779. https://doi.org/10.1016/j.chb.2023.107779
Price, P. C., Jhangiani, R. S., Chiang, I. A., Leighton, D. C., & Cuttler, C. (2017). Research methods in psychology (3rd American ed.). Pressbooks. https://opentext.wsu.edu/carriecuttler/
Priporas, C.-V., Stylos, N., & Fotiadis, A. K. (2020). Generation Z consumers’ expectations of interactions in smart retailing: A future agenda. Computers in Human Behavior, 108, Article 105728. https://doi.org/10.1016/j.chb.2020.105728
Rather, R. A., Hollebeek, L. D., & Rasoolimanesh, S. M. (2022). First-time versus repeat tourism customer engagement, experience, and value co-creation: An empirical investigation. Journal of Travel Research, 61(3), 549–564. https://doi.org/10.1177/00472875211011756
Reinikainen, H., Munnukka, J., Maity, D., & Luoma-aho, V. (2020). Influencer characteristics impact purchase intentions. Journal of Business Research, 109, 101–110. https://doi.org/10.1016/j.jbusres.2019.11.013
Republic of the Philippines. (2012). Republic Act No. 10173: Data Privacy Act of 2012. https://www.privacy.gov.ph/data-privacy-act/
Salesforce. (2024). State of the connected customer (6th ed.). Salesforce Research. https://www.salesforce.com/resources/research-reports/state-of-the-connected-customer/
Scratcher. (2025). Gen Z values brand authenticity through engagement [Industry report]. https://www.scratcher.com/report
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Spiralytics. (2025). Marketing to Gen Z in the Philippines: Authenticity and digital trends. https://www.spiralytics.com/blog/marketing-to-gen-z-in-the-philippines/
Spreng, R. A., & Mackoy, R. (1996). An empirical examination of a model of perceived service quality. Journal of Retailing, 72(2), 201–214. https://doi.org/10.1016/S0022-4359(96)90014-3
Sprout Social. (2025). Gen Z social media trends & usage. https://sproutsocial.com/insights/gen-z-social-media/
Statista. (2024). Influencer marketing spending worldwide 2016–2024. Statista Research Department. https://www.statista.com/statistics/1092819/global-influencer-market-size/
Trunfio, M., & Rossi, S. (2021). COBRA model systematic review. Journal of Business Research, 132, 744–757. https://doi.org/10.1016/j.jbusres.2021.04.067
United Nations. (2015). Transforming our world: The 2030 agenda for sustainable development (A/RES/70/1). United Nations. https://sdgs.un.org/2030agenda
Vrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(6), 617–644. https://doi.org/10.1111/ijcs.12647
Wallace, E., Buil, I., & de Chernatony, L. (2020). Consumers’ expectations of social media influencers’ sponsorship disclosures. Psychology & Marketing, 37(10), 1383–1397. https://doi.org/10.1002/mar.21404
Wiedmann, K.-P., von Mettenheim, W., & Hufert, F. (2020). Influencer endorsement fit and product outcomes: The role of authenticity. Psychology & Marketing, 37(8), 1066–1081. https://doi.org/10.1002/mar.21389
Yadav, M., Roy, S., & Jain, R. (2022). Impact of content quality in social media influencer marketing on brand loyalty. Preprints. https://www.preprints.org
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations. Free Press
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Regine Mae C. Barbacina, Daryl Jane A. Caballero
This work is licensed under a Creative Commons Attribution 4.0 International License.
