International Journal of Agriculture Extension and Social Development

author(s)
Setu Sharma, Shweta, Ayan Mukherjee, Hitendra Singh Chauhan, Ravinder Kaur and Shubhang Walia

abstract
This study examines the impact of social media marketing on brand loyalty in the consumer goods sector. In the digital era, social media platforms have become central to marketing strategies, enabling brands to engage directly with consumers and foster loyalty through personalized, interactive experiences. This research explores the influence of key social media marketing tactics—including content quality, engagement practices, influencer partnerships, and customer service—on consumer brand loyalty. Adopting a mixed-methods approach, the study integrates quantitative data from consumer surveys and social media analytics with qualitative insights from interviews with marketing professionals and focus groups. The findings reveal that high-quality content—marked by relevance, creativity, and informational value—significantly enhances brand loyalty. Interactive engagement practices, such as personalized responses, interactive campaigns, and exclusive promotions, contribute positively to consumer attachment. Influencer collaborations prove particularly effective among younger demographics, increasing both reach and credibility. Moreover, responsive and effective customer service via social media platforms is shown to strengthen consumer trust and long-term loyalty. Transparent and consistent brand communication further supports this trust. The study concludes that when strategically implemented, social media marketing is a powerful driver of brand loyalty in the consumer goods sector. The results offer actionable insights for marketers aiming to build enduring consumer relationships. Future research should investigate the long-term implications of these strategies and assess their applicability across different cultural and industrial contexts.