Z kuşağının benlik uyumunun satın alma niyetine etkisinde marka sadakatinin aracılık rolü

Today, with the acceleration of digitalisation, the impact of social media influencers (SMI) on consumer behaviour is becoming increasingly important. In this context, psychological factors such as self-congruity, brand loyalty, and purchase intention play a critical role in brands' interactions with Generation Z. This research aims to examine the mediating role of brand loyalty in the relationship between self-congruity (SC) and purchase intention (PI) among Generation Z consumers. The universe of the research consists of Generation Z social media users living in Istanbul and following at least one social media influencer (SMI). Data from 219 valid surveys, selected by convenience sampling method, were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) and the SmartPLS 4 program. The analysis findings revealed that self-congruity (SC) is an essential determinant of brand loyalty (BL) and the impact of BU on SN is realised through MS. These results contribute to the digital marketing literature by revealing the indirect effects of SMIs on the brand perception of Generation Z consumers. The study offers valuable insights for marketers seeking to understand the impact of brands promoted by SMIs on the self-congruence of Generation Z.