The Mediating Role of Brand Image in the Effects of Influencer Credibility, Viral Content, and User-Generated Content on Brand Loyalty

Ahmad Rojikun; Ahmad Darda

Authors

Ahmad Rojikun Fakultas Ekonomi dan Bisnis, Universitas MH Thamrin, Jakarta
Ahmad Darda Fakultas Ekonomi dan Bisnis, Universitas Teknologi Muhammadiyah Jakarta

Keywords:

Influencer Credibility, Viral Content Exposure, User-Generated Content, Brand Image, Brand Loyalty, TikTok

Abstract

This study examines the influence of influencer credibility, viral content exposure, and user-generated content on brand loyalty, with brand image serving as a mediating variable among university students using TikTok. The increasing importance of social media marketing has encouraged businesses to understand how digital interactions shape consumer perceptions and long-term brand relationships. This research employed a quantitative approach with an explanatory research design. Data were collected through online questionnaires distributed to university students selected using purposive sampling and analyzed using Partial Least Squares–Structural Equation Modeling with SmartPLS software. The findings reveal that influencer credibility, viral content exposure, and user-generated content positively and significantly influence brand image. However, only viral content exposure demonstrates a significant direct effect on brand loyalty, while influencer credibility and user-generated content show insignificant direct effects. Furthermore, brand image positively influences brand loyalty and significantly mediates the relationships between all three digital marketing factors and brand loyalty. These findings emphasize the crucial role of brand image in transforming digital marketing interactions into consumer commitment. The study contributes to digital marketing literature and provides practical insights for businesses seeking to strengthen brand loyalty through credible influencers, engaging viral content, and authentic user-generated content on TikTok.

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