Social Media Marketing and Customer Loyalty

Abstract

Social media marketing has become a key player in the modern business landscape as it provides companies with a powerful way to connect directly with customers and foster brand loyalty. The aim of this research is to understand the relationship between the use of social media platforms and customer loyalty. Specifically, it studies how various elements of social media marketing – such as engaging content, advertising, and customer engagement – help build strong and long-term relationships with consumers. The influence of social media positively impacts customer experience, making consumers use the product or services of that brand repeatedly. In addition, responding directly to consumer reactions, opinions, and feedback on social media helps increase customer satisfaction, thereby strengthening customer loyalty. This research attempts to understand the mindset of customers who are active on social media through interviews, surveys, and data analysis. The study concluded that brands that are consistently active on social media and communicate personally with consumers are more likely to increase customer loyalty. Additionally, it is recommended that companies should strategically use social media marketing to engage with customers, to further strengthen their brand loyalty.