The rapid evolution of digital technologies has reshaped consumer behavior globally, with Generation Z emerging as a pivotal demographic in the marketplace. In Nigeria’s consumer goods sector, Gen Z consumers are highly active on social media platforms, where they interact with brands, evaluate authenticity, and form loyalty patterns. Unlike previous generations, Gen Z places a premium on transparency, cultural relevance, and meaningful engagement, making brand authenticity a critical determinant of consumer loyalty. This study investigates the relationship between brand authenticity, social media marketing, and consumer loyalty among Gen Z in Nigeria, focusing on how platform-specific strategies influence consumer perceptions and behaviors. A mixed-methods research design was employed, combining quantitative surveys with qualitative interviews. Out of 300 distributed questionnaires, 250 valid responses were analyzed, complemented by 20 in-depth interviews. The findings reveal that authenticity is the strongest predictor of loyalty, with transparency, trustworthiness, and cultural relevance being highly valued attributes. Instagram emerged as the most effective platform for fostering authenticity and advocacy, TikTok excelled in emotional connection and relatability, while Twitter was less effective in building deep loyalty. These results confirm that loyalty among Gen Z is platform-specific and shaped by both authenticity and engagement strategies. The study supports global theories such as Brand Authenticity, Commitment-Trust, and Uses and Gratifications, while also highlighting contextual differences in Nigeria. Unlike Western contexts where Twitter plays a stronger role, Nigerian Gen Z consumers prioritize visual and interactive platforms. The findings underscore the need for firms to embed authenticity into their digital strategies and tailor approaches to the unique expectations of Gen Z. Policy implications include the need for investment in digital infrastructure to sustain social media engagement, regulatory frameworks that promote transparency and protect consumers, and incentives for cultural branding that reflect Nigerian identity. By addressing these systemic factors, policymakers can create an enabling environment for firms to build sustainable loyalty among Gen Z. This study contributes to both academic discourse and practical strategies, offering insights for managers, marketers, and regulators navigating the complexities of digital engagement in emerging markets.

Garba Blessed, Christy Modupe Oyelola, Agada Gloria Asabe,"Brand Authenticity, Social Media Marketing and Consumer Loyalty Among Gen Z: Evidence from The Nigerian Consumer Goods Sector" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(4): Page(617-625) July - August 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.