Impact of Customer Feedback on Social Media Engagement and Brand Loyalty

Impact of Customer Feedback on Social Media Engagement and Brand Loyalty

M.MANOJ                                                              DR. R. THAMILSELVAN

1.     Research Student, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu.

2.       Research Guide & Professor, School of Management Studies, Sathyabama Institute of Science and Technology, Chennai, Tamil Nadu.

Abstract
This study investigates the impact of customer feedback on social media engagement and brand loyalty in the digital marketing landscape. As consumers increasingly use social platforms to express their opinions and experiences, businesses are compelled to monitor and respond effectively. The research analyzes how different types of customer feedback—positive, negative, and neutral—affect user engagement metrics such as likes, shares, and comments, as well as their influence on customer trust and brand loyalty over time. Using a combination of qualitative content analysis and quantitative data from selected brand pages, the findings reveal that prompt and genuine brand responses to feedback significantly enhance customer engagement and strengthen loyalty. The study emphasizes the strategic importance of interactive communication and feedback management on social platforms to foster meaningful customer relationships.

Keywords: Customer feedback, Social media engagement, Brand loyalty, Digital marketing, Consumer behavior, Online reputation, Customer relationship management.