Building brand loyalty in the digital age: The power of social media engagement
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.
Elevating Brand Loyalty With Optimized Marketing Analytics and AI;pp.133-158
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.4018/979-8-3693-9954-5.ch007 https://www.scopus.com/pages/publications/105004712731?origin=resultslist
Mukhopadhyay R., Christ University, India; Jha D., Christ University, India