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<p>This study aims to examine how the attributes of social media influencers (SMIs), including credibility, trustworthiness, attractiveness, and relatability, impact brand advocacy among Generation Z (Gen-Z) consumers. It also investigates how brand advocacy subsequently drives various advocacy behaviors, such as virtual positive expression, brand defense, brand positivity, and brand information sharing. This study was quantitative in nature; a structured questionnaire distributed to Gen-Z social media users for data collection. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was used to test the hypothesized relationships and assess the significance of the proposed paths. The results reveal that credibility (β = 0.215, <i>p</i> &lt; 0.001), trustworthiness (β = 0.343, <i>p</i> &lt; 0.001), attractiveness (β = 0.240, <i>p</i> &lt; 0.05), and relatability (β = 0.245, <i>p</i> &lt; 0.001) significantly enhance brand advocacy. In turn, brand advocacy has a positive influence on virtual positive expression (β = 0.342, <i>p</i> &lt; 0.001) and brand positivity (β = 0.362, <i>p</i> &lt; 0.001). However, its effects on brand defense (β = − 0.062, <i>p</i> = 0.395) and brand information sharing (β = − 0.025, <i>p</i> = 0.649) were statistically insignificant. These findings highlight that while influencer credibility and trust can foster favorable brand behaviors, not all forms of advocacy are equally effective in achieving the goal. Practically, brands targeting Gen-Z should collaborate with influencers who are not only trustworthy and relatable but also perceived as authentic and engaging, as these attributes strongly shape advocacy intentions. Marketers should design campaigns that encourage positive emotional expression and brand enthusiasm, rather than merely expecting consumers to defend or share branded content. Strengthening influencer credibility and fostering brand trust can thus transform followers into active brand advocates.</p>

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Influencing the advocates: exploring how social media influencers (SMIs) drive brand advocacy in Gen Z

  • 期刊论文

  • 发表日期：

    2026年6月30日

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  • Md. Asaduzzaman Babu,
  • Md. Mehedul Islam Sabuj,
  • Shekh Md. Sahiduj Jaman,
  • Samia Sultana Nila,
  • Md. Foysal Hossain

摘要

This study aims to examine how the attributes of social media influencers (SMIs), including credibility, trustworthiness, attractiveness, and relatability, impact brand advocacy among Generation Z (Gen-Z) consumers. It also investigates how brand advocacy subsequently drives various advocacy behaviors, such as virtual positive expression, brand defense, brand positivity, and brand information sharing. This study was quantitative in nature; a structured questionnaire distributed to Gen-Z social media users for data collection. Partial Least Squares–Structural Equation Modeling (PLS-SEM) was used to test the hypothesized relationships and assess the significance of the proposed paths. The results reveal that credibility (β = 0.215, p < 0.001), trustworthiness (β = 0.343, p < 0.001), attractiveness (β = 0.240, p < 0.05), and relatability (β = 0.245, p < 0.001) significantly enhance brand advocacy. In turn, brand advocacy has a positive influence on virtual positive expression (β = 0.342, p < 0.001) and brand positivity (β = 0.362, p < 0.001). However, its effects on brand defense (β = − 0.062, p = 0.395) and brand information sharing (β = − 0.025, p = 0.649) were statistically insignificant. These findings highlight that while influencer credibility and trust can foster favorable brand behaviors, not all forms of advocacy are equally effective in achieving the goal. Practically, brands targeting Gen-Z should collaborate with influencers who are not only trustworthy and relatable but also perceived as authentic and engaging, as these attributes strongly shape advocacy intentions. Marketers should design campaigns that encourage positive emotional expression and brand enthusiasm, rather than merely expecting consumers to defend or share branded content. Strengthening influencer credibility and fostering brand trust can thus transform followers into active brand advocates.