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@article{193781,
        author = {Harsha Narayan Kalaburgi and Vinay Darbi},
        title = {THE EFFECT OF SOCIAL MEDIA ON BRAND IMAGE AND BRAND LOYALTY IN GEN Z},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {10},
        pages = {1506-1512},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=193781},
        abstract = {In this study, I examine the influence of social media marketing on brand image and brand loyalty among Gen Z consumers. Gen Z is a digitally native group that spends a considerable amount of time on social media platforms such as Instagram, TikTok, and YouTube, making these platforms a powerful medium for brand communication. The purpose of this study is to understand how social media content, influencer marketing, and user-generated content shape the perceptions and loyalty of Gen Z towards brands. 
Through an extensive review of existing literature, I found that Gen Z consumers prefer authentic, transparent, and interactive content over traditional forms of advertising. Social media marketing plays a significant role in building a positive brand image by enhancing brand awareness, credibility, and emotional connection. Influencer endorsements and real consumer reviews further strengthen trust and perceived quality among young consumers. 
The study also highlights that brand loyalty among Gen Z is developed through mediating factors such as brand trust, brand experience, and emotional attachment. Effective social media engagement helps brands build long-term relationships, leading to repeat purchases and stronger brand commitment. Overall, this study confirms that social media marketing is a crucial strategic tool for improving brand image and fostering brand loyalty among Gen Z consumers.},
        keywords = {Social Media Marketing, Gen Z, Brand Image, Brand Loyalty, Influencer Marketing, User-Generated Content, Brand Trust, Brand Experience, Digital Marketing, Consumer Behavior},
        month = {March},
        }