Impact of Social Media Engagement on Brand Loyalty Among Millennials

Impact of Social Media Engagement on Brand Loyalty Among Millennials

Abstract

This study examines the relationship between social-media engagement and brand loyalty among millennials. It investigates how likes, comments, shares, storytelling, and user-generated content influence customers’ emotional attachment to brands. Based on existing literature, the findings suggest that engaging social-media content increases millennials’ trust in and loyalty toward a brand. The study also emphasizes the importance of understanding consumer attitudes and purchase behaviour in a competitive digital environment.

Authors

Dr. Anjali, Rina Kumari, Ritesh, Sahil Kumar

Institution

Noida Institute of Engineering & Technology (MCA Institute), Greater Noida, India

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