Does Influencer Impact the Brand Loyalty of Fashion Products among Digital Natives: An Empirical Evidence

Key Points

• Brand loyalty in fashion products is significantly influenced by digital natives' engagement with influencers.
• Findings indicate a strong correlation between influencer marketing and brand loyalty among digital-native consumers.
• Empirical analysis was conducted to explore the effects of influencers on brand loyalty, particularly in the fashion industry.
• Understanding influencer impact on brand loyalty may enable marketers to design more effective campaigns, targeting digital natives.