Consumer Brand Identification and Social Media Influencer’s Reputation on Brand Loyalty: The Mediating Role of Consumer Brand Engagement in the Chinese Context
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This quantitative research article aims to: (1) test the influence of Consumer Brand Identification (CBI) and Social Media Influencer’s Reputation (SMIR) on Consumer Brand Engagement (CBE); (2) test the relationship between CBE and Brand Loyalty (BL); and (3) investigate the mediating role of CBE in the relationship between CBI, SMIR, and BL. Data were collected via questionnaires distributed to consumer samples in China, resulting in 592 usable questionnaires for analysis. Data analysis utilized descriptive statistics and Structural Equation Modeling (SEM) The empirical results supported all proposed hypotheses. Both CBI and SMIR were found to have a significant positive influence on CBE, which subsequently contributes to the enhancement of BL. The results confirm that CBE acts as a complementary partial mediator in the structural model. Specifically, SMIR was identified as the most prominent antecedent influencing CBE (Standardized Estimate = 0.795), emphasizing the critical role of influencer credibility in this context.
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