Exploring Emotional and Symbolic Experiences of Influencer Marketing in Brand Loyalty Among Generation Z

Abstract

Influencer marketing has emerged as a dominant force in digital communication, reshaping how consumers particularly Generation Z form emotional and symbolic connections with brands. Despite increasing attention, current research largely overlooks the subjective experiences and meaning-making processes that underlie consumer-influencer relationships. However, limited understanding exists regarding the internalization of these relationships by young consumers and the specific mechanisms through which such interactions foster brand loyalty in digitally mediated contexts. This study employs an interpretative phenomenological approach to explore how Generation Z experiences influencer marketing as part of integrated marketing communication (IMC) strategies. Semi-structured interviews were conducted with eight participants who actively follow social media influencers and have engaged with influencer-endorsed products. Data were analyzed using Interpretative Phenomenological Analysis (IPA), which revealed four central themes: emotional closeness, trust through relatable narratives, symbolic identity alignment, and unconscious brand loyalty. These findings indicate that participants develop brand loyalty not through rational decision-making but through emotional resonance and identity-based connection with influencers. This research contributes to the theoretical discourse by framing influencer marketing as an emotionally constructed and socially embedded phenomenon. It also offers practical insights for marketers aiming to build long-term brand engagement among digital natives. Furthermore, it encourages future studies to further investigate the experiential dimensions of digital branding and identity formation in diverse cultural and media environments.