From Influence to Loyalty: How Social Media Influencers Shape Generation Z Soft Drink Preferences: Kenyan Perspective

Abstract

Purpose: This study examines the influence of social media influencers on soft drink brand loyalty among Generation Z students at the University of Nairobi, Lower Kabete Campus, Kenya. This is informed by how the growing reliance on social media influencers has transformed how brands engage Generation Z consumers, yet empirical evidence on how specific influencer attributes translate into brand loyalty in emerging markets remains limited.

Methodology: The study adopts a descriptive cross-sectional research design. Primary data were collected from 373 undergraduate Generation Z students using structured questionnaires administered online. Descriptive statistics and multiple regression analysis were employed to analyze the data.

Findings: The findings reveal that social media influencers have a strong and statistically significant effect on soft drink brand loyalty, explaining 38.8% of the variance in loyalty outcomes. Specifically, influencer relatability, authenticity, relevance, and credibility exert positive and significant effects on brand loyalty, with relatability emerging as the strongest predictor. In contrast, influencer trustworthiness was found to have a negative and statistically insignificant effect, suggesting a shift in how Generation Z evaluates influencer credibility in digital contexts. Overall, brand loyalty among respondents was moderate, reflecting fragmented preferences within a highly competitive beverage market.

Unique Contribution to Theory, Practice and Policy: The study makes three key contributions. Theoretically, it extends Social Influence Theory and the Consumer-Based Brand Equity model by demonstrating that identification-based mechanisms (relatability and authenticity) outweigh compliance-based trust cues in shaping Generation Z loyalty. Practically, the findings provide actionable guidance for soft drink brands and marketers in Kenya on prioritizing influencer selection criteria aligned with Generation Z values. From a policy perspective, the study underscores the need for clearer influencer marketing standards and digital transparency frameworks to support sustainable and ethical brand–consumer relationships in youth-driven markets.