The study on the impact of influencer marketing on building brand loyalty towards smartphones: Comparison between Generation Z and Millennial

This study examines the impact of influencer marketing on brand loyalty towards smartphones, focusing on a comparison between Generation Z and Millennials.It explores how influencer motive, attitude towards influencers, and influencer credibility influence brand loyalty across these generational groups.The research conducted in the Mangaluru region with a sample of 253 respondents, random sampling and a descriptive design are used in the study.The findings indicate that influencer credibility and authenticity are critical in shaping brand loyalty.Generation Z values lifestyle alignment and authenticity, while Millennials are influenced more by credibility and professional alignment.The study concludes that brands should customize their influencer marketing strategies: emphasizing credibility for Millennials and authenticity for Generation Z.