IMPACT OF SOCIAL MEDIA MARKETING ON BRAND LOYALTY IN THE FMCG SECTOR: A STUDY IN KOZHIKODE DISTRICT, KERALA

This study investigates the impact of social media marketing on brand loyalty in the fast-moving consumer goods (FMCG) sector with special reference to Kozhikode District, Kerala.With the rapid expansion of digital platforms, social media has become a vital tool for businesses to engage consumers and foster long-term loyalty.The research focuses on how factors such as brand communication, interactive engagement, promotional strategies, and customer feedback mechanisms on platforms like Facebook, Instagram, and WhatsApp influence consumer perceptions and loyalty intentions.Using a structured questionnaire, primary data was collected from FMCG