Keywords
Influencers
Exposure Perception
Brand Loyalty
Purchase Intention
Trust
Credibility
L'Oréal
YouTube
How to Cite
Abstract
Influencer content on YouTube constitutes a strategic digital marketing resource. This study analyzed the impact of influencer content on brand loyalty toward L’Oréal among centennial women (19–24 years old) in Machala, Ecuador. A quantitative approach was employed, with a non‑experimental design and correlational scope. An intentional non‑probability sample of 384 participants was used (CI = 95%; ME = 5%). A survey was applied, and for the statistical analysis, a PLS‑SEM model was used, which showed adequate internal consistency (Cronbach’s α = 0.877–0.934; CR = 0.886–0.950) and convergent validity (AVE = 0.671–0.792). The findings demonstrated that the content influenced perceived exposure (β = 0.766), strengthening credibility (β = 0.804), trust (β = 0.536), and purchase intention (β = 0.379). Credibility impacted trust (β = 0.202), and purchase intention showed a direct effect on loyalty (β = 0.815). The model explained 63.9% of the variability in loyalty (R² = 0.639). It was concluded that influencer content reinforced brand loyalty by contributing exposure, credibility, trust, and purchase intention.
References
Adaba, G. B.,Frimpong, F., & Mwainyekule, L. (2025). Empirical Analysis of Social Media Influencers’ Effect on Consumer Purchase Intentions and Behavior. Platforms, 3(3), 11. https://www.mdpi.com/2813-4176/3/3/11
Almahdi, M., Alsayed, N., & Alabbas, A. (2023). In influencers we trust: A model of trust transfer in social media influencer marketing. American University of Bahrain. Media. https://doi.org/10.58014/aubh.24590973.v1
Angeline, G. (2023). The influence of brand experience and perception quality on brand loyalty mediated by brand trust (Empirical study: Mixue consumers in Jakarta). Asian Journal of Social and Humanities, 2(3). https://doi.org/10.59888/ajosh.v2i03.150
Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of social media influencers on customer engagement and purchase intention: A meta-analysis. Sustainability, 15(3), 2744. https://doi.org/10.3390/su15032744
Barria West, N., Chong, N., & Luo, J. (2022). Análisis del nivel de aceptación de los millennials sobre el fenómeno del internet de las cosas y su efecto en las decisiones de compra. Prisma Tecnológico, 13(1), 36-44. https://doi.org/10.33412/pri.v13.1.3113
Balatero, V. A. (2025). Social media influencer attributes’ impact on Generation Z Filipino consumers’ perceived parasocial relationships and purchasing behavior. International Journal of Research and Scientific Innovation, 12(15). https://doi.org/10.51244/IJRSI.2025.1215000141P
Cruz Estrada, I., & Miranda Zavala, A. M. (2021). El marketing de influencers en universitarios del norte de México. RECAI Revista de Estudios en Contaduría, Administración e Informática, 10(28). https://doi.org/10.36677/recai.v10i28.15514
Cueva Estrada, J., Sumba Nacipucha, N., & Duarte Duarte, W. (2021). Marketing de contenidos y decisión de compra de los consumidores Generación Z en Ecuador. ECA Sinergia, 12(2), 25-37. https://www.redalyc.org/journal/5885/588569075003/html/
Dalka, R. P., Sachmpazidi, D., Henderson, C., & Zwolak, J. P. (2022). Network analysis approach to Likert-style surveys. ArXiv. https://doi.org/10.48550/arXiv.2202.12281
Damayanti, C. P., Ninggar, D., & Sugiarto, C. (2024). The effect of influencer advertising on the intention to buy Wardah cosmetics in Indonesia. Innovative Marketing, 20(1), 88-100. https://doi.org/10.21511/im.20(1).2024.08
DataReportal. (2025). Digital 2025: Ecuador. https://datareportal.com/reports/digital-2025-ecuador
Coutinho, M. F., Dias, Á. L., Pereira, L. F. (2023). Credibility of social media influencers: Impact on purchase intention. Human Technology, 19(2), 220–237. https://www.ivysci.com/en/articles/4483932__Credibility_of_social_media_influencers_Impact_on_purchase_intention
Garg, M., & Bakshi, A. (2024). Exploring the impact of beauty vloggers’ credible attributes, parasocial interaction, and trust on consumer purchase intention in influencer marketing. Humanities and Social Sciences Communications, 11(235). https://doi.org/10.1057/s41599-024-02760-9
Gazca Herrera, L. A., Mejía Gracia, C. A., & Herrera Ramos, J. (2022). Análisis del marketing digital vs marketing tradicional. Un estudio de caso en empresa tecnológica. Cuadernos Latinoamericanos de Administración, 18(35). https://doi.org/10.18270/cuaderlam.v18i35.3773
Gurung, G., Shah, S. K., & Gurung, A. (2023). The social media influencers and consumer purchasing intentions among social media users. Nepalese Journal of Business and Management Studies, 2(1), 1–13. https://doi.org/10.3126/njbms.v2i1.67719
Gregor, B., & Olejniczak, A. (2023). Consumer preferences towards influencer marketing in the beauty industry on Instagram and YouTube platforms (Comparative analysis). Marketing of Scientific and Research Organizations, 49(3). https://doi.org/10.2478/minib-2023-0015
Instituto Nacional de Estadística y Censos. (2022). VIII Censo de Población y VII de Vivienda: Densidad poblacional [.XLSX]. https://www.censoecuador.gob.ec/wp-content/uploads/2023/10/2022_CPV_NACIONAL_DENSIDAD_POBLACIONAL.xlsx
Iqbal, L., Zaman, S. U., & Alam, S. H. (2024). Social media influencers and cosmetics: The role of trust and materialism in consumer purchase decisions. Journal of Regional Studies Review, 3(1), 297-313. https://doi.org/10.62843/jrsr/2024.3a065
Jayasuriya, N. A., Kodippili, N., Perera, K. M., Priyadarshani, L., & Wijesekera, B. D. (2020). The study on brand loyalty and repeat purchase intention of the shampoo market in Colombo. Journal of Business Studies, 7(1), 149–162. https://doi.org/10.4038/jbs.v7i1.57
Khurana, T., Pannu, S., Dalal, G., Vyas, P., & Rani, P. (2025). How do social media influencers’ credibility and brand trust drive purchase intentions for green cosmetics? Insights from SOBC approach. NMIMS Management Review, 33(3). https://doi.org/10.1177/09711023251352318
Liu, S. (2025). Exploring purchase intention in online influencer marketing campaigns through an integrated model. SAGE Open, 15(3). https://doi.org/10.1177/21582440251355184
L'Oréal Groupe. (s.f.). L'Oréal and influencers: The way we work with influencers and content creators. Recuperado el 28 de octubre de 2025, de https://www.loreal.com/en/articles/group/loreal-and-influencers/
Migkos, S. P., Giannakopoulos, N. T., & Sakas, D. P. (2025). Impact of influencer marketing on consumer behavior and online shopping preferences. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 111. https://doi.org/10.3390/jtaer20020111
Nagvanshi, S., Gupta, N., & Popli, S. (2023). Social media influencer marketing toward customers’ purchase intention: A case of sustainable cosmetic brands. Dynamic Relationships Management Journal, 12(2), 81-95. https://doi.org/10.17708/drmj.2023.v12n02a06
Olea Flores, D. F., Aldrette-Malacara, A., & Cuautle Gutiérrez, L. (2021). PLS-SEM a 2nd generation technique: Concepts, properties characteristics and phases for its application. World Journal of Advanced Engineering Technology and Sciences, 3(2), 007-023. https://doi.org/10.30574/wjaets.2021.3.2.0066
Putra, V. F. (2023). Analysis of the influence of brand experience, brand communication, brand trust, and satisfaction on brand loyalty. Social Economics and Ecology International Journal (SEEIJ), 5(2). https://doi.org/10.21512/seeij.v5i2.10030
Radita, F. & Sya, R. S., (2025). The Role of Influencer Marketing in Strengthening Brand Loyalty: A Case Study Approach. SSRN. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=5127616
Rajput, A., & Gandhi, A. (2024). The branding power of social media influencers: An interactive marketing approach. Cogent Business & Management, 11(1), 2380807. https://doi.org/10.1080/23311975.2024.2380807
Ringle, C. M., Wende, S., & Becker, J-M. (2024). SmartPLS 4. Bönningstedt: SmartPLS. Retrieved from https://www.smartpls.com
Santana-Vera, C. W., Romero-Redrovan, C. J., & Moscoso-Parra, A. E. (2021). Marketing de contenidos y su impacto en la conciencia de marca: Caso-estudio, Universidad Técnica de Machala. Revista Científica FIPCAEC - Fomento de la Investigación y Publicación Científico Técnica Multidisciplinaria, 6(3), 585–607. https://www.fipcaec.com/index.php/fipcaec/article/view/413/734
Serrano-Orellana, K., Molina-Andrango, V., Franco-Gómez, M. del C., & Coronel-Ojeda, A. (2025). Uso de tecnologías digitales por grupos sociodemográficos en Ecuador: Análisis de la generación Z y los teléfonos inteligentes. Sociedad & Tecnología, 8(1), 18–39. https://doi.org/10.51247/st.v8i1.459
Shah, S. A., Shoukat, M. H., Jamal, W., & Ahmad, M. S. (2023). What drives followers-influencer intention in influencer marketing? The perspectives of emotional attachment and
quality of information. SAGE Open, 13(2). https://doi.org/10.1177/21582440231179712
Sing, S., & Agrawal, N. (2024). The impact of social media influencers on Generation Z’s purchase intentions in the cosmetic and skincare industry. ShodhKosh: Journal of Visual and Performing Arts, 5(5, Part 1). https://doi.org/10.29121/shodhkosh.v5.i5.2024.2396
Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Utami, T. P., & Praswati, A- N., (2023). Purchase Intention is More Influenced by Authenticity Than Cosmetic Influencer Content: Social Exchange Theory. En Proceedings of the International Conference on Economics and Business Studies (ICOEBS-22-2). Atlantis Press. https://doi.org/10.2991/978-94-6463-204-0_58
Zhao, X., Xu, Z., Ding, F., & Li, Z. (2024). The influencers' attributes and customer purchase intention: The mediating role of customer attitude toward brand. SAGE Open, 14(2). https://doi.org/10.1177/21582440241250122
Zúñiga-Gómez, J. E., Rivera-Costales, J. A., & Cordero-Guzmán, D. M. (2025). La influencia del marketing digital en la percepción de marca de las generaciones Z. Revista Arbitrada Interdisciplinaria Koinonía, 10(1), 449-471. https://doi.org/10.35381/r.k.v10i1.4537
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.