The Impact of Influencer Marketing on Consumer Loyalty and Repeat Purchase Behavior

Abstract

This study's goal is to study the impact of influencer marketing on customer loyalty and wanting the product again behavior. Previous studies in the area of influencer marketing have mainly focused on the initial responses of the consumers such as awareness and intent to buy, while there are not so many studies regarding the long-term effects of influencer marketing. The whole research project was carried out using a quantitative cross-sectional method and the sample included 150 social media users who not only followed but also consumed the influencers' content on Instagram, TikTok, and YouTube. Descriptive statistics, correlation, and regression analysis were applied to evaluate the influence of marketing to the loyalty of customers and the behavior of repeat purchase. The outcome of the research showed that influencer marketing has a weak but at the same time significant positive effect on consumer loyalty (β = 0.229, p = .005) which means that trust and engagement with influencers have a slight but positive effect on emotional attachment to brands. On the other hand, influencer marketing shows a strong and significant impact on repeat purchase behavior (β = 0.701, p < .001) thus accounting for almost 50% of the variance which indicates its nature as an effective post-purchase reinforcement strategy. These results demonstrate a difference in the influence of marketing on consumer attitudes and behaviors, which underscores the importance of marketing in customer retention. One of the implications for both theory and practice is to have an influencer responsible for creating trustworthy and persistent content that can then be used to convert customer loyalty into repeat purchases, thus giving marketers practical insights into the long-term consumer engagement they want to create.