Social media has become deeply integrated into our digital lives, serving as a primary channel for accessing information, consuming content, and interacting with others. On platforms such as Instagram, TikTok, and YouTube, users can browse content anytime, engage with influencers, and follow brand updates — creating unprecedented opportunities for businesses and creators.
The popularity of social media influencers has skyrocketed. Compared to traditional celebrities, influencers often bring a more authentic and relatable experience, making it easier for audiences to build emotional connections. In this context, understanding and influencing user loyalty has become a crucial priority for both brands and influencers.