The Impact of Social Media Influencers on Customer Loyalty in Online Products: Basis for Digital Marketing Strategy

Lyra Jane Velasco Paular, MBA
https://orcid.org/ 0009-0000-9589-1632
lyrajaneavelasco@gmail.com
University of Perpetual Help System DALTA, Las Piňas City, Philippines

DOI: https://doi.org/10.54476/apjaet/73748

                                                                                          Abstract

This study investigates the relationship between social media influencers and customer loyalty, focusing on a sample of 100 e-commerce consumers in Manila. The explanatory correlational design was utilized in the study. Participants were surveyed to assess how social media influencers impact two key dimensions of loyalty: commitment and trust. The demographic analysis reveals a varied group of respondents, with a significant portion (40%) aged 51 and above, 60% female, and 80% holding college degrees, indicating that the consumer base is diverse and predominantly well-educated. This demographic diversity underscores the importance of tailoring marketing efforts to meet consumer groups’ needs and behaviors in the digital marketplace. The findings show that social media influencers are generally well-regarded for their content’s informativeness, originality, and diversity, which are critical in sustaining audience engagement. Consumers demonstrated a high level of commitment and trust. However, the analysis indicated that while influencers have a weak but significant effect on customer loyalty through commitment, their impact on trust could be more statistically significant. Drawing from these findings, the study concludes that while influencer marketing effectively encourages customer commitment, it plays a more limited role in cultivating trust. To enhance marketing outcomes, the study recommends designing campaigns that are responsive to the needs of diverse demographic groups, collaborating with influencers known for delivering high-quality content, and fostering trust through transparent communication and consistent service. This research offers valuable insights into the influence of social media personalities on consumer behavior and presents practical strategies for brands aiming to strengthen customer loyalty in today’s competitive e-commerce environment.

Keywords: Social Media Influencer, Consumers, Customer Loyalty, Online Business

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