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@article{165696,
        author = {Mrs. Deeya David},
        title = {THE IMPACT OF SOCIAL MEDIA INFLUENCER PRESENCE ON BRAND LOYALTY AND CUSTOMER RETENTION AMONG GEN Z: A LITERATURE STUDY},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {11},
        number = {1},
        pages = {1685-1691},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=165696},
        abstract = {This study explores the impact of social media influencers on brand loyalty and customer retention among Generation Z. As social media marketing (SMM) evolves, it has become crucial for brands to leverage influencers to engage with this demographic. By examining the effectiveness of influencers in fostering brand loyalty, the research aims to understand how their presence influences customer retention. This comprehensive study reviews existing literature on SMM, brand loyalty, and the role of influencers, focusing on the intrinsic and extrinsic traits that contribute to influencer effectiveness. The findings suggest that influencers significantly impact brand loyalty through authenticity, relatability, and engagement, which in turn enhances customer retention. This review paper explores the impact of Social Media Marketing (SMM) on brand loyalty and purchase intentions, with a particular focus on the role of Social Media Influencers (SMIs). Drawing on a comprehensive body of literature, the study examines the shift from traditional marketing to SMM, the dynamics of brand loyalty in online and offline contexts, and the characteristics and effectiveness of SMIs. The paper highlights the major studies conducted on these topics and identifies gaps for further research, offering insights for future studies.},
        keywords = {},
        month = {},
        }