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The Mediating Role of Self-Congruence in the Effect of Influencer Marketing on Digital Natives’ Brand Loyalty

Year 2025, Volume: 26 Issue: 2, 339 - 353, 30.04.2025

Ayben Ceyhan Günay

https://doi.org/10.37880/cumuiibf.1597562

Abstract

With the proliferation of social media, the influence of Social Media Influencers (SMIs) on consumers has also increased. Influencer marketing is one of the digital marketing methods frequently preferred by brands for product promotion. Generation Z, who prefers to learn through photos and videos is are therefore visual learners, is the consumer group that interacts most with SMIs and is defined as “digital natives.” In this study, the mediating role of self-congruence in the effect of SMIs on the brand loyalty of Generation Z consumers was analyzed. In the analysis process of the research, Partial Least Squares Structural Equation Modeling (PLS-SEM), which is frequently used to examine the relationships between multiple variables, was used. The data set consisting of 286 participants was analyzed with Smart PLS 4, which is one of the analysis programs that use ECT- SEM together. According to the results of the study examining the mediating role of self-image congruence in the effect of SMIs on the brand loyalty of Generation Z, the credibility of SMIs, image congruence with the product they promote and meaning transfer do not affect consumers' self-image congruence with the promoted brand. However, the attractiveness of the SMI positively affects consumers' self-image congruence. In another finding, credibility and meaning transfer have a positive effect on brand loyalty. In line with these results, the brand loyalty of Generation Z consumers will increase if the SMI is trustworthy, shows honesty, has knowledge about the product or service it promotes, is competent in forming public opinion and has effective communication skills. In addition, self-congruence fully mediated the effect of meaning transfer and trustworthiness on brand loyalty and made the relationship insignificant. This result, which will fill an important gap in the literature, is the most important output of the research. In this context, the credibility and meaning transfer ability of SMIs positively affect the brand loyalty of digital consumers of Generation Z, but these consumers do not develop any loyalty relationship with brands that are not compatible with their self-image. This research offers important insights for marketing professionals.

Keywords

Influencer marketing Social media marketing Self-congruity Source credibility Brand loyalty

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Influencer Pazarlamasının Dijital Yerlilerin Marka Sadakatine Etkisinde Benlik Uyumunun Aracılık Rolü

Year 2025, Volume: 26 Issue: 2, 339 - 353, 30.04.2025

Ayben Ceyhan Günay

https://doi.org/10.37880/cumuiibf.1597562

Abstract

Sosyal medyanın yaygınlaşmasıyla birlikte, Sosyal Medya Influencer’larının (SMI) tüketiciler üzerindeki etkisi de artmıştır. Influencer pazarlaması, günümüzde ürün tanıtımı için markalar tarafından sıklıkla tercih edilen dijital pazarlama yöntemlerden biridir. Özellikle fotoğraf ve videolarla öğrenmeyi tercih eden, dolayısıyla birer görsel öğrenici olan Z kuşağı, sosyal medya influencer’larıyla en çok etkileşime geçen ve “dijital yerliler” olarak tanımlanan tüketici grubudur. Bu çalışmada, SMI’ların, Z kuşağı tüketicilerin marka sadakatine etkisinde benlik uyumunun aracılık rolü analiz edilmiştir. Araştırmanın analiz sürecinde birden fazla değişkenin birbiri arasındaki ilişkilerin incelenmesinde sıklıkla kullanılan Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (EKK-YEM) kullanılmıştır. 286 katılımcıdan oluşan veri seti, EKK-YEM’in birlikte kullanıldığı analiz programlarından Smart PLS 4 ile analiz edilmiştir. SMI’ların Z kuşağının marka sadakatine etkisinde benlik uyumunun aracılık rolünün incelendiği araştırmanın sonuçlarına göre; sosyal medya etkileyicilerinin güvenilirliği, tanıttıkları ürünle imaj uyumu ve anlam transferi, tüketicilerin tanıtılan marka ile benlik imajı uyumunu etkilememektedir. Ancak, sosyal medya etkileyicisinin çekiciliği, tüketicilerin benlik uyumunu olumlu yönde etkilemektedir. Diğer bir bulguda ise güvenilirlik ve anlam transferinin marka sadakati üzerinde olumlu bir etki yarattığı görülmüştür. Bu sonuçlar doğrultusunda, takip edilen sosyal medya fenomeninin güvenilir olması, dürüstlük göstermesi, tanıttığı ürün veya hizmet hakkında bilgi sahibi olması, kamuoyu oluşturma konusunda yetkinliğe sahip olması ve etkili iletişim becerilerine sahip olması Z kuşağı tüketicilerin marka sadakatini artıracaktır. Ayrıca anlam transferi ve güvenilirliğin marka sadakatine etkisinde benlik uyumunun tam aracılık etkisi gözlemlenmiş ve ilişkiyi anlamsızlaştırmıştır. Literatürdeki önemli bir boşluğu dolduracak olan bu sonuç, araştırmanın en önemli çıktısıdır. Bu bağlamda, SMI’ların güvenilirliği ve anlam transfer yeteneği takipçisi olan Z kuşağının oluşturduğu dijital tüketicilerin marka sadakatini pozitif yönde etkilemekte fakat bu tüketiciler, kendi benlik imajlarıyla uyumlu olmayan markalarla herhangi bir sadakat ilişkisi geliştirmemektedir. Bu araştırma, pazarlama profesyonellerine önemli içgörüler sunmaktadır.

Keywords

Etkileyici pazarlama Sosyal medya pazarlaması Benlik uyumu Kaynak güvenilirliği Marka sadakati

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Primary Language English
Subjects Business Administration
Journal Section Makaleler
Authors

Ayben Ceyhan Günay 0000-0001-5191-9787

Publication Date April 30, 2025
Submission Date December 6, 2024
Acceptance Date January 30, 2025
Published in Issue Year 2025 Volume: 26 Issue: 2

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APA Ceyhan Günay, A. (2025). The Mediating Role of Self-Congruence in the Effect of Influencer Marketing on Digital Natives’ Brand Loyalty. Cumhuriyet Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 26(2), 339-353. https://doi.org/10.37880/cumuiibf.1597562
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