The effects of influencer characteristics on brand trust, brand attachment, and brand loyalty among SNS sportswear consumers: Focusing on the MZ generation consumers

This study aimed to empirically investigate the effects of influencer characteristics on brand trust, attachment and loyalty among social networking service (SNS) sportswear consumers and provide baseline information for influencer marketing strategies for sportswear brands targeting Millennials and Generation Z (MZ Generation). We surveyed users exposed to influencer marketing by sportswear brands on SNS using convenience sampling. The collected data was analyzed using descriptive statistics, exploratory factor analysis, reliability analysis, correlation analysis, and multiple regression analysis using SPSS 29.0. The results show that credibility and intimacy have a significant impact on brand trust, attachment and loyalty among influencer characteristics. Additionally, brand trust not only strengthens brand attachment but also contributes to higher brand loyalty. Furthermore, brand attachment plays a crucial role in solidifying brand loyalty highlighting the interconnectedness of these factors in shaping consumer behavior. These findings have strategic implications for sportswear brands looking to increase loyalty among MZ Generation consumers in the future by formulating effective social media influencer marketing strategies. Sportswear brands can tailor their influencer marketing approaches to better resonate with MZ Generation consumers on SNS, ultimately enhancing brand loyalty by leveraging these insights.