Journal of African Development

With an ever-evolving media landscape, social media has become a powerful communication method for businesses to engage with their target audience, especially the younger generation (Generation Z), who spend significant time on digital platforms. Social media influencers have become very powerful intermediaries that are able to influence user perceptions and preferences, as well as buying habits. The analytical study was carried out to delve into the role of social media influencers in creating brand loyalty among customers from the Gen-Z age group. The research investigates the effect of such factors as credibility, authenticity, expertise, attractiveness and engagement on the consumers' trust and loyalty towards brands. The method applied in the analysis is quantitative research which focuses on the analysis of the attitudes and actions of Generation Z consumers in responding to influencer marketing activities that exist in popular social media. This study explores how the relationships between ISS and the critical elements of brand loyalty: repeat purchase intention, brand advocacy, emotional attachment, and long-term commitment. According to the results obtained, social media influencers are found to play great roles in reinforcing brand loyalty through strengthening trust, increasing brand visibility, and building considerable consumer-brand relationships. Engaging, genuine, user-generated content is more powerful in influencing the process of loyalty building than traditional forms of advertising. Overall, the study offers valuable insights for marketers, brand managers, and businesses interested in effectively utilizing influencer marketing strategies as a way to reach the Generation Z consumer. It is also a part of the increasing oeuvre of digital marketing, consumer behavior, and brand management in the social media landscape