THE INFLUENCE OF SOCIAL MEDIA ENGAGEMENT ON BRAND LOYALTY

Abstract

This study aims to analyze the influence of social media engagement on brand loyalty among consumers. In the digital era, social media has become a strategic platform for businesses to build interactions, strengthen relationships, and enhance customer loyalty. The research focuses on key dimensions of social media engagement, including likes, comments, shares, and interactive content, and how these factors contribute to the development of emotional attachment and long-term loyalty to a brand. A quantitative approach was used, involving a survey of respondents who actively follow and interact with brand accounts on social media platforms such as Instagram, TikTok, and Facebook. The data were analyzed using multiple linear regression to determine the extent of social media engagement's impact on brand loyalty. The findings indicate that social media engagement has a significant and positive influence on brand loyalty. Interactive communication, personalized content, and consistent brand presence on social media were found to be the main drivers that foster customer trust and loyalty. This study highlights the importance of strategic social media management for businesses to create meaningful engagement and maintain loyal consumers.