Investigating the Impact of Influencer Marketing on Long-Term Brand Perception and Consumer Loyalty
Authors
Merlyn Michelle Miranda
Issue Date
2025
Degree
Master of Science in Marketing
Publisher
Dublin Business School
Rights holder
Rights
Abstract
This study examines the long-term impact of influencer marketing on brand perception and consumer loyalty, addressing a research gap by focusing on sustained influencer collaborations. Grounded in Albert Bandura's social learning theory, the study analyses key factors, including influencer credibility, value alignment, messaging consistency, partnership duration, and the risks posed by over-exposure and controversies. A quantitative research design was employed, with data collected through an online survey targeting a global sample of Millennials and Gen Z. Results reveal that influencer credibility and value alignment significantly enhance long-term consumer engagement and loyalty, while controversies and over-exposure can undermine brand trust and reputation. The findings provide actionable recommendations for brands to optimize their influencer marketing strategies, highlighting the importance of authenticity, strategic alignment, and consistent messaging to foster sustained loyalty and positively shape brand perception over time.