Purpose This research aims to reveal the mediating role of brand love in building brand loyalty for skincare products in Indonesia, focusing on young adults active on social media. Design/methodology/approach A quantitative approach was employed using an online self-administered questionnaire distributed via social media and beauty community forums. A total of 263 responses were collected through convenience sampling, a common method in consumer behavior research. Although non-probabilistic, demographic diversity was ensured to reduce sampling bias. Screening criteria were applied to target skincare users. The sample size exceeds the minimum requirement for structural equation modeling – partial least squares, supporting model complexity and validity. Findings The research findings indicate that influencer marketing is more effective in enhancing brand awareness than brand loyalty, except when supported by emotional engagement. Conversely, user-generated content (UGC) has a significant impact on fostering brand love. Furthermore, brand love is demonstrated to be a significant mediating variable in the relationship between both influencer marketing and UGC and brand loyalty. These findings suggest that effective marketing strategies should target the emotional aspects of consumers to establish long-term brand attachment. Additional multi-group analysis shows that the direct effect of influencer marketing on loyalty is stronger among older consumers, while UGC has a greater impact on loyalty among younger adults. Originality/value This research introduces a novel perspective by examining the mediating role of brand love in shaping brand loyalty for skincare products. Furthermore, this study offers strategic recommendations for skincare product marketers aiming to enhance consumer loyalty by strengthening emotional engagement through authentic and relevant content. The deployment of influencers should prioritize the creation of emotional experiences rather than mere product promotion. Another key insight emphasizes the importance of a user-centered approach that considers consumer values and brand closeness within an interactive digital environment.
Muhajir et al. (Tue,) studied this question.