#5177. From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

August 2026publication date
Proposal available till 08-06-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Management of Technology and Innovation;
Marketing;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №5177.1 Contract №5177.2 Contract №5177.3 Contract №5177.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions. Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials.
Keywords:
Brand experience; Brand identification; Brand love; Brand loyalty; Millennials; Self-expressive brands; Social media engagement

Contacts :
0