The Influence of Social Media Engagement, Brand Authenticity, and Consumer Identity Expression on Brand Loyalty among Generation Z
Keywords:
Social Media Engagement, Brand Authenticity, Consumer Identity Expression, Brand Loyalty, Generation Z, Digital Marketing, Consumer BehaviorAbstract
This study examines the influence of social media engagement, brand authenticity, and consumer identity expression on brand loyalty among Generation Z, a cohort widely recognized for its strong digital presence and value-driven consumption behavior. As social media platforms increasingly shape consumer–brand interactions, understanding the mechanisms that drive loyalty within this segment has become critical for both scholars and practitioners. Drawing on established theories in digital marketing and consumer behavior, this research employs a quantitative approach using survey data collected from Generation Z respondents. The data were analyzed using multiple regression techniques to assess the relationships between the independent variables social media engagement, brand authenticity, and consumer identity expression and the dependent variable, brand loyalty. The findings reveal that all three factors significantly and positively influence brand loyalty. Social media engagement was found to enhance emotional and cognitive connections with brands, thereby strengthening loyalty. Brand authenticity emerged as a key determinant, indicating that Generation Z consumers are more inclined to support brands perceived as genuine, transparent, and consistent in their values. Additionally, consumer identity expression plays a crucial role, as individuals are more loyal to brands that align with and reinforce their self-concept and personal identity. Among the three predictors, brand authenticity demonstrated the strongest influence, highlighting the importance of trust and credibility in shaping long-term consumer relationships. This study contributes to the existing literature by integrating these three constructs into a single framework, offering a more comprehensive understanding of brand loyalty formation in the digital era. The results provide practical implications for marketers, emphasizing the need to foster authentic brand narratives, encourage interactive engagement on social media, and enable consumers to express their identities through brand affiliation. Despite its contributions, the study is limited by its cross-sectional design and reliance on self-reported data. Future research is recommended to explore longitudinal effects and additional moderating variables to better understand evolving consumer behaviors.
Downloads
References
Algharabat, R., Rana, N. P., Alalwan, A. A., Baabdullah, A., & Gupta, A. (2020). Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media. Journal of Retailing and Consumer Services, 53, 101767. https://doi.org/10.1016/j.jretconser.2019.01.016
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95. https://doi.org/10.1007/s11747-019-00695-1
Arif, H. M., & Windarsari, W. R. (2026). Between Algorithm and Adat: How Bugis-Makassar MSMEs Negotiate AI Marketing Through the Lens of Siri’ na Pacce. Economics and Business Journal (ECBIS), 4(3), 897–908. https://doi.org/10.47353/ecbis.v4i3.308
Bazi, S., Filieri, R., & Gorton, M. (2023). Customers’ motivation to engage with brands on social media: A systematic literature review and future research agenda. Journal of Business Research, 154, 113308. https://doi.org/10.1016/j.jbusres.2022.113308
Bhattacharya, A., & Sen, S. (2020). Consumer–brand identification: A framework for understanding consumers’ relationships with brands. Journal of Marketing, 84(2), 1–19. https://doi.org/10.1177/0022242920902662
Dipoatmodjo, T. S. P., Burhanuddin, & Arif, H. M. (2026). Employee Adaptation To Artificial Intelligence In The Workplace: A Phenomenological Study In South Sulawesi Companies. Economics and Business Journal (ECBIS), 4(2), 547–564. https://doi.org/10.47353/ecbis.v4i2.379
Djafarova, E., & Bowes, T. (2021). ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Ebrahim, R. S. (2020). The role of trust in understanding the impact of social media marketing on brand equity and brand loyalty. Journal of Relationship Marketing, 19(4), 287–308. https://doi.org/10.1080/15332667.2019.1705742
Gentina, E., & Parry, E. (2020). The new generation: Understanding Generation Z in the workplace and marketplace. Journal of Business Research, 110, 1–3. https://doi.org/10.1016/j.jbusres.2020.01.078
Ilicic, J., & Webster, C. M. (2021). Being true to oneself: Investigating brand authenticity. Journal of Brand Management, 28(3), 251–266. https://doi.org/10.1057/s41262-020-00214-9
Kaur, P., Dhir, A., Talwar, S., & Ghuman, K. (2021). The value proposition of food delivery apps from the perspective of theory of consumption value. International Journal of Hospitality Management, 92, 102745. https://doi.org/10.1016/j.ijhm.2020.102745
Kim, A. J., & Ko, E. (2020). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 11(1), 15–30. https://doi.org/10.1080/20932685.2019.1665675
Kumar, V., & Kaushik, A. K. (2022). Engaging customers through social media: Understanding the role of social media marketing activities. Journal of Business Research, 141, 529–539. https://doi.org/10.1016/j.jbusres.2021.11.016
Lee, J. E., & Watkins, B. (2021). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753–5760. https://doi.org/10.1016/j.jbusres.2016.04.171
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140, 439–458. https://doi.org/10.1016/j.jbusres.2021.11.014
Moulard, J. G., Garrity, C. P., & Rice, D. H. (2020). What makes a human brand authentic? Identifying the antecedents of celebrity authenticity. Psychology & Marketing, 37(12), 1809–1821. https://doi.org/10.1002/mar.21418
Pentina, I., Guilloux, V., & Micu, A. C. (2021). Exploring social media engagement behaviors in Generation Z. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
Prentice, C., Han, X. Y., Hua, L. L., & Hu, L. (2020). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 54, 102035. https://doi.org/10.1016/j.jretconser.2019.102035
Riu, I. A., Radjab, I., Arif, H. M., Haeruddin, M. I. W., & Aswar, N. F. (2026). Consumer Trust In Influencer-Based Digital Marketing: A Qualitative Study Among Beauty Product Consumers In Makassar City. Economics and Business Journal (ECBIS), 4(2), 533–546. https://doi.org/10.47353/ecbis.v4i2.378
Windarsari, W. R., & Arif, H. M. (2026). Differentiation of Engagement Quality in Social Commerce: A Systematic Analysis of Trust-Based Engagement on Repeat Purchase Behavior. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 4(6), 1692–1702. https://doi.org/10.57141/kompeten.v4i6.261
