Brand Authenticity and Brand Loyalty Among Generation Y and Generation Z the Case of Apple in the Social Era

The purpose of the thesis is to examine brand authenticity and brand loyalty among Generation Y and Generation Z Apple brand users in social media. Apple (brand) is chosen, as it has a high brand loyalty because of advertising campaigns like the shot on iPhone and its use of simplicity, innovation, and privacy that strengthen the impression of trust and authenticity. Based on the Theory of Planned Behaviour (TPB), the study explores how customer loyalty depends on attitudes towards brands, subjective norms (influenced by peers, family, and social media communities), and perceived behavioural control (ability to make purchase decisions) based on the social media presence of Apple and Generations Y and Z. The relationship of generational differences is addressed in only a few studies, particularly in the framework of technology branding in digital platforms. This study aims to address this gap by examining the ways these cohorts interpret and react to the authenticity cues in the social media communications of Apple. The study follows a positivist paradigm and quantitative research design, conducted in the form of an online survey consisting of 121 Apple users of Generation Y and Generation Z. The conceptual framework establishes authenticity as the fundamental independent variable, and TPB components evaluate its effects on brand loyalty. It has the capability to predict role of authenticity and TPB factors on loyalty. Results of the study may be theoretically and practically applicable by shedding light on the role of authenticity as a determinant of brand loyalty in the context of social media. Theoretically, it will apply the Theory of Planned Behaviour (TPB) to digital branding and the behaviour of generational consumers. In practice, it will offer marketers actionable information on how they can build trust, long-term loyalty, and engagement, particularly among younger digital audiences active in social media.