Factors influencing Millennials’ Perception of Trust and Loyalty Towards Facebook and Instagram Influencers in Myanmar

Htet, May Thu (2025) Factors influencing Millennials’ Perception of Trust and Loyalty Towards Facebook and Instagram Influencers in Myanmar. Masters thesis, Dublin, National College of Ireland.

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Abstract

Social Media Marketing has become an emerging trend all over the world, as well as in a small country, Myanmar, which is one of the Asian Countries. This study investigates the factors that shape Millennials’ trust and loyalty towards Facebook and Instagram Influencers in Myanmar. Through a quantitative research design including a set of questionnaires, data were collected from 219 respondents. It examines how influencer characteristics, platform type, influencer rank, and sponsored content impact purchasing behaviour and long-term brand loyalty. Statistical analyses, including one-way ANOVA and logistic regression, indicate that positing frequency and attractiveness are consistent predictors of loyalty. However, authenticity, expertise, and transparency were not significant in the Myanmar context. The findings also discovered that influencers from the beauty and fashion industry generate stronger loyalty than influencers from the food industry. This study provides some valuable insights and practical guidance for marketers and influencers focusing on connecting with millennial audiences and contributes to the developing literature on influencer marketing in emerging economies.

Item Type:	Thesis (Masters)
Supervisors:	Name Email MacDonald, Robert UNSPECIFIED Evans Fitzsimons, Jennifer UNSPECIFIED Loughnane, Ger UNSPECIFIED
Uncontrolled Keywords:	Influencer marketing; millennials; social media; trust; loyalty
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions:	School of Business (- 2025) > Master of Science in Management
Depositing User:	Ciara O'Brien
Date Deposited:	09 Jan 2026 14:16
Last Modified:	09 Jan 2026 14:16
URI:	https://norma.ncirl.ie/id/eprint/9081

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