The Impact of influencer advertising on brand loyalty of confectionary products at Proton bakeries

Author

Magwenzi, Mary E.

Title

The Impact of influencer advertising on brand loyalty of confectionary products at Proton bakeries

Abstract

This study investigated the impact of influencer advertising on brand loyalty of confectionary products at Proton Bakeries in Marondera town. The study variables assessed included influencer advertising as the independent variable and four key dimensions of brand loyalty as dependent variables: brand trust, brand commitment, brand advocacy, and brand engagement. The target population comprised 2,100 regular customers who purchase confectionary products from Proton Bakeries in Marondera town, specifically adults aged 18 years and above residing in seven key residential suburbs: Cherutombo, Nyameni, Paradise, Garikai, Morningside, Rusike and Yellow City., A representative sample size of 327 respondents was used from the target population of 2,100 customers. The data was analyzed using SPSS software, employing both descriptive statistics and inferential statistics. The findings revealed strong and statistically significant linear relationships between influencer advertising and all dimensions of brand loyalty at Proton Bakeries. Brand commitment demonstrated exceptionally high F-values of 905.886, both with p-values of .000, indicating a robust positive relationship with influencer advertising. Brand advocacy showed strong linear associations with F-values of 815.478, both statistically significant at p<.000, confirming that brand advocacy increases consistently as levels of influencer advertising change. These results demonstrate that consumers increasingly rely on peer recommendations and digital influences when making purchasing decisions. Based on these findings, the study recommends that Proton Bakeries should establish a rigorous influencer vetting process that prioritizes authenticity and credibility over follower count, selecting partners whose values align with the brand's quality standards and target demographic preferences.

Date

June 2025

Publisher

BUSE

Keywords

Proton Bakeries

Influencer Advertising

Confectionary Products

Supervisor

Dr. T. Dube