Introduction and purpose: The purpose of this research is to investigate the effect of social media influencer characteristics of sports stores on customer loyalty with the mediating role of perceived friendship.

Methodology: This research was descriptive-causal and applied. The statistical population of the research is all the buyers of sports goods online store, and due to the unlimited population, the number of sample members was considered to be 384 people using the probability sampling method and the Cochran formula. The data collection tool in this study is a questionnaire. Cronbach's alpha coefficient for the reliability of the whole questionnaire was 0.926. Data analysis was done in two descriptive and inferential parts with SPSS and AMOS software. We also used structural equations in this research.

Results: The results of the hypothesis test indicate that perceived friendship has a direct effect on brand loyalty. Also, the independent variable characteristic of social media influencers (similarity of interest, frequency of interaction and online content production) has a direct and indirect effect on customer loyalty to the brand as a dependent variable.

Conclusion: The results of the research findings can create a new perspective on the influence of media influencers and virtual networks on the level of customer loyalty to sports goods stores in the research literature and to the businesses that Increasing sales and profitability are looking for help from these people to increase the loyalty and trust of customers, and also, people interested in research in this field can help.