The Impact of Social Media Marketing on Brand Loyalty: A Consumer Perspective

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