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@article{203727,
        author = {Dr. ASHA T JACOB and Aksa Maria Babu},
        title = {Influencer Marketing Impact on Brand Loyalty and Purchase Intention among Gen Z in Idukki District},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {1},
        pages = {1963-1978},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=203727},
        abstract = {Influencer marketing is a strategy where brands partner with individuals who have built trust and large followings on digital platforms to promote products, services, or brand messages. This study aims to examine the extent to which social media influencers impact brand loyalty and to identify the key factors that contribute to the effectiveness of influencer marketing along with the relationship between influencer marketing and customer retention among Gen Z in Idukki district. The population of the study includes all members of Generation Z in Idukki district who use social media platforms such as Instagram, YouTube, and other digital channels, and who are influenced by online influencers in their brand-related decisions, loyalty, and purchase intentions. A sample size of 50 respondents was selected for the research were chosen using a convenience sampling method. Both primary and secondary data were used for study where the primary data were collected through questionnaire and secondary data was collected from different books, journals, websites, and other publications etc.The data have been analyzed using mathematical and statistical tools like Percentage, and inferential tools like T-test and ANOVA.More than half of the Gen Z respondents prefer Instagram as the most used social media platform and preferred Fashion/Lifestyle and Travel influencers, depicting a higher interest in style-related and aspirational content. Majority of the Gen Z respondents often follow social media influencers, pointing to active and regular engagement rather than occasional following agreed that influencer recommendations increase trust in a brand, expressing confidence in their impact. Most of the Gen Z respondents agreed that influencer marketing influences their brand perception and having an emotional connection with brands endorsed by influencers, marking strong emotional attachment too. Majority of the Gen Z respondents accorded about the influence of influencer promotion on repeat purchase, implying a positive impact on repeat buying behaviour and believed that authentic and honest content improves the effectiveness of influencer marketing. Majority of the Gen Z respondents agreed about influencers' expertise, pointing out its positive impact on effectiveness and the trustworthiness of sponsored content, depicting confidence about its credibility. Majority of the Gen Z respondents agree that influencer marketing and influencer-provided discounts encourages repeat purchases, marking its positive role in driving loyalty. More than two-fifth of the respondents believe that influencer marketing plays a role in building brand loyalty while gender, age and educational qualification have no significant influence on brand loyalty and purchase intention.},
        keywords = {Brand Loyalty, Customer Retention, Influencer Marketing, Purchase Intention},
        month = {June},
        }