Honors Theses
Date of Award
5-2026
Document Type
Undergraduate Thesis
Degree Name
BS
Department
Marketing and Quantitative Methods
Faculty Mentor
Marianne Loes, Ph.D.
Advisor(s)
Nicole Sanders, Ph.D. and Britton Leggett, Ph.D.
Abstract
With rapid technological advancements and constant digital engagement, Generation Z (those born between 1997 and 2012) is more accessible than ever through strategic marketing channels. For this reason, Generation Z presents a unique and complex decision-making journey in today's dynamic consumer landscape and challenges traditional marketing approaches. As this generation begins forming lasting relationships with brands, social media influencers (SMIs) play a critical role in shaping their future consumer behavior. Understanding the various aspects and influences of SMIs is essential for businesses seeking to foster brand loyalty among consumers. To unravel the cohort's typical characteristics and touchpoints in their consumer journey, an investigation consisting of an in-depth literature review and a quantitative is presented. This study examines how social media influencers' perceived authenticity affects brand loyalty through the mediating roles of para-social interaction and the social value provided by brands and SMIs. The findings will allow marketing professionals to optimize strategies to build lasting relationships with this digitally savvy generation.
Recommended Citation
Ladner, Angelina, "Authenticity, Connection, and Value: Pathways to Gen Z Brand Loyalty" (2026). Honors Theses. 159.
https://jagworks.southalabama.edu/honors_college_theses/159
Included in
Advertising and Promotion Management Commons, Behavioral Economics Commons, E-Commerce Commons, Marketing Commons, Other Business Commons, Sales and Merchandising Commons