International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Social Media Influencer Attributes as Drivers of Brand Trust and Loyalty: Evidence from Millennials towards FMCG Brands in Salem City

Author(s) Mrs. Sangeetha N., Dr. Barshed Ahmed A
Country India
Abstract Social media influencers have changed the way FMCG brands communicate with consumers by creating more engaging and personalised brand experiences. This study investigates the influence of Social Media Influencer Attributes on Brand Trust and Brand Loyalty among Millennials towards FMCG brands. Four influencer attributes: Attractiveness, Information Quality, Interactivity, and Relatability, were considered for the analysis.
Primary data were collected from 212 Millennials in Salem City using a structured questionnaire. The data were analysed using descriptive statistics, multiple regression, simple regression, and Pearson's correlation analysis. The results indicate that Information Quality is the strongest factor influencing Brand Trust, followed by Attractiveness and Relatability, whereas Interactivity does not have a significant effect.
The findings further show that Brand Trust positively influences Brand Loyalty, while Social Media Influencer Attributes are positively associated with Brand Loyalty. The study offers practical insights for FMCG marketers in selecting influencers who can build consumer trust and strengthen long-term brand relationships.
Keywords Social Media Influencer Attributes, Brand Trust, Brand Loyalty, Millennials, FMCG Brands, Influencer Marketing
Field Sociology > Administration / Law / Management
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-08-10
DOI https://doi.org/10.36948/ijfmr.2026.v08i04.85509
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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