Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Book Chapter Faculty Publications- Book Chapter Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Mukhopadhyay, Rishav; Jha, Deepak Title A name given to the resource Building brand loyalty in the digital age: The power of social media engagement Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Elevating Brand Loyalty With Optimized Marketing Analytics and AI;pp.133-158 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.4018/979-8-3693-9954-5.ch007" target="_blank" rel="noreferrer noopener">https://doi.org/10.4018/979-8-3693-9954-5.ch007</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105004712731?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105004712731?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Mukhopadhyay R., Christ University, India; Jha D., Christ University, India Description An account of the resource This book chapter aims to provide information on the role of social media as a Digital Platform or Tool for emerging brands. It aims to find how emerging brands can use social media as digital platform to enhance brand awareness, engagement, reputation and consumer loyalty. This chapter also addresses the effect of Covid-19 pandemic which accelerated social media's role in marketing, as brands sought new ways to interact with consumers online. Additionally, it underscores the increasing complexity of brand loyalty in social media era where influencer marketing significantly impacts consumer perception. The Chapter also reveals the importance of Instagram marketing for emerging brands in building brand awareness. It also helps in fostering engagement with consumers, driving brand loyalty to create a strong online presence and differentiate themselves in the competitive market. 2025 by IGI Global Scientific Publishing. Publisher An entity responsible for making the resource available IGI Global Relation A related resource ISBN: 979-836939956-9; 979-836939954-5; Language A language of the resource English Type The nature or genre of the resource Book chapter Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online