SOCIAL MEDIA ENGAGEMENT AND BRAND LOYALTY: AGE AS A MODERATOR IN THE DIGITAL BEHAVIOR OF INDIAN CONSUMERS

In this research, the role of social media engagement in causing brand loyalty among Indian consumers was studied, focusing on how age might change this impact. To build relationships with their brands today, marketers rely heavily on affecting people’s emotions, thoughts and actions. Drawing on answers from 247 active users of social media, this research determines which kinds of online interactions help develop trust, satisfaction and loyalty intentions. Especially, participants' age was an important factor that influenced the findings. The study found that younger consumers connect and feel more strongly towards the brand. The results suggest that marketers should design and deliver marketing messages in ways that fit particular age groups to make customers more loyal to the brand. Keywords: Social Media Engagement, Brand loyalty, Age Moderation, Digital Marketing, Consumer Behavior.