Authors : Dr. S. Valluvan; P. Niranjana

Volume/Issue : Volume 11 - 2026, Issue 6 - June

Google Scholar : https://tinyurl.com/4spjt65n

Scribd : https://tinyurl.com/dcxyc6dt

DOI : https://doi.org/10.38124/ijisrt/26jun1557

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : One of the most successful approaches in digital marketing in the era of social media is influencer marketing. Brands are increasingly engaging with influencers to market their products or services, shape consumers' perceptions, and develop strong relations with customers. This research explores the effect of influencer marketing on the development of consumer brand loyalty in Coimbatore. This research aims at studying the influence of influencer characteristics such as credibility, authenticity, expertise, reliability, and quality of content on the attitude formation of consumers towards the brand and the intention of consumers to demonstrate brand loyalty. The research uses a descriptive research design and gathers primary data from customers in Coimbatore using a structured questionnaire. The statistical techniques of percentage analysis, Likert scale analysis, and ranking are used to analyze the responses of the customers. From the results obtained from the analysis, it is observed that influencer marketing influences positively brand loyalty as it increases brand awareness, customer trust, emotional bonding, and repurchase intention. Customers tend to be more loyal to brands whose influencers are trustworthy and authentic. The use of social media has gained great importance in influencing the buying behavior of customers. This study has proven the importance of influencer marketing in encouraging brand loyalty among consumers in Coimbatore and provides useful information for marketers who want to develop an influencer-based promotional strategy. This research helps to understand consumer behavior in the online marketing environment and gives useful suggestions for developing consumer loyalty in collaboration with social media influencers.

Keywords : Influencer Marketing, Brand Loyalty, Consumer Behavior, Social Media Influencers, Consumer Trust, Purchase Intention, Brand Awareness, Coimbatore.

References :

1. Mehta and Sharma (2025) examined the integration of artificial intelligence in influencer marketing strategies. The study found that AI-driven personalization enhances consumer engagement and brand loyalty.
2. Singh and Verma (2025) analyzed influencer transparency and its impact on brand loyalty among Indian consumers. The findings revealed that honest disclosure increases trust and reduces skepticism.
3. Johnson et al. (2025) investigated influencer consistency and long-term collaborations. The study concluded that repeated and aligned endorsements enhance credibility and loyalty intention. Sustainable influencer partnerships improve customer retention.
4. Rao and Prakash (2024) studied micro-influencer impact on urban South Indian consumers. The research highlighted credibility and relatability as key drivers of loyalty. Instagram engagement was found to significantly influence purchase behavior.
5. Campbell and Farrell (2023) emphasized strategic influencer selection over follower count. The study showed that micro-influencers generate stronger engagement and higher ROI. Audience alignment enhances loyalty outcomes.
6. Apostol (2023) explored the “de-influencing” trend and consumer skepticism toward overcommercialization. Transparency and honest reviews were found to improve trust. Ethical influencer marketing supports sustainable brand loyalty.
7. Chetioui, Lebdaoui & Chetioui (2022) The study found that influencer credibility significantly impacts brand trust and loyalty. Trust mediates the relationship between influencer attributes and loyalty outcomes. Authenticity enhances consumer confidence.
8. Wongkitrungrueng & Assarut (2022) This study examined live-stream influencer marketing. Real-time interaction increased trust and emotional attachment. Engagement during live sessions positively influenced brand loyalty.
9. Schouten, Janssen & Verspaget (2020) The study compared micro and macro influencers. Micro-influencers were perceived as more authentic and trustworthy.
10. Sokolova & Kefi (2020) The study demonstrated that influencer trustworthiness strongly impacts purchase intention. Parasocial interaction mediates consumer behavior. Credibility supports brand loyalty development.