Vol. 13 No. 3 (2025): Business & Management Studies: An International Journal
Articles

The mediating role of brand loyalty in the effect of self-congruity on purchase intention of Generation Z

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  • Ayben Ceyhan Günay
Ayben Ceyhan Günay
Assist. Prof. Dr., Istanbul Nişantaşı University, Istanbul, Turkiye
Bio

Published 2025-09-25

Keywords

  • Self-Congruity, Purchase Intention, Brand Loyalty, Digital Marketing
  • Benlik Uyumu, Satın Alma Niyeti, Marka Sadakati, Dijital Pazarlama

How to Cite

The mediating role of brand loyalty in the effect of self-congruity on purchase intention of Generation Z. (2025). Business & Management Studies: An International Journal, 13(3), 1353-1375. https://doi.org/10.15295/bmij.v13i3.2555

Copyright (c) 2025 Ayben Ceyhan Günay

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

The mediating role of brand loyalty in the effect of self-congruity on purchase intention of Generation Z. (2025). Business & Management Studies: An International Journal, 13(3), 1353-1375. https://doi.org/10.15295/bmij.v13i3.2555

Abstract

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.

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