Brand Loyalty in Gen Z

Abstract

This research investigates the changing nature of brand loyalty of Generation Z, a group of digitally-immersed and socially-aware consumers. Since traditional factors fuelling loyalty are generally becoming ineffective, this research examines how personalization, digital engagement, influencer marketing, brand values, and negative digital experiences affect Gen Z's loyalty behaviors. Data was collected using a quantitative, cross-sectional survey from individuals aged 18-27 who consume online. The results showed little correlation between digital engagement and brand loyalty, and influencer marketing had mixed effects on purchasing behaviors. Most of the respondents reported abandoning brands because of a negative digital experience, but the correlation was not statistically significant. Although perceived sustainability of brands was included as a variable, the majority of this sample did not seem to consider sustainability as central to their loyalty. The study suggests that Gen Z appreciates digital interaction and ethical branding, but any loyalty building strategy needs to focus on more substantial issues reflecting emotional and experiential concerns and not just flashy forms of engagement and contact. This research extends the marketing literature by building on insights regarding how brands can alter loyalty strategies to fit Gen Z's expectations and practice.