Year: 2025
Type: article
Study design: Observational Study
Abstract: This study investigates how social media marketing influences brand loyalty from the consumer’s perspective. As digital platforms increasingly mediate consumer-brand interactions, traditional loyalty models are evolving. This research leverages a mixed-methods approach, combining survey data and digital behavior analysis, to evaluate how content types, platform engagement, and influencer credibility impact consumer trust and loyalty. The findings reveal a strong correlation between personalized content, perceived authenticity, and brand commitment. Visual and interactive features, alongside timely responses and influencer collaborations, significantly enhance emotional attachment and long-term loyalty. The study advocates for a strategic, consumer-centered approach to social media marketing to sustain competitive advantage. Keywords Brand loyalty, consumer engagement, influencer marketing, digital trust, social media strategy, personalized content
DOI: 10.55041/ijsrem50431
Author: Shivam singh
Institution: Galgotias University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4411258502