Impact of Social Media Reviews on Brand Loyalty and Repeat Purchases Behaviour

In the age of digital marketing, social media has evolved from being mere interaction platforms to strategic battlefields where consumer views can break or make brand images. This study examines the dual function of social media reviews in creating brand loyalty and repeat purchase intentions. Based on a sample of 200 respondents from Delhi NCR, the study uses quantitative tools—descriptive statistics, Pearson correlation, and regression analysis—to gauge the behavioural effects of digital feedback. The results provide a statistically significant and positive relationship between consumer interactions with social media reviews and their brand loyalty and intent for repurchase. Not only do reviews affect first-time purchase but they also results further indicate, but also drive consumer trust and satisfaction and hence build brand relationships over time. Visual media such as Instagram and YouTube were found to be important mediums through which consumers critiqued peer feedback. The study thus concludes that consumer-generated content, such as reviews, likes, comments, and shares, needs to be at the forefront of brand strategies. Firms need to shift away from conventional forms of advertising and embrace responsive, transparent, and emotionally intelligent marketing to stay afloat in the era of a digitally empowered marketplace.