The Influence of Social Media Advertising on Fostering Brand Loyalty

The Influence of Social Media Advertising on Fostering Brand Loyalty

" Shahzada Irfan Bashir", "M Harshit Rao", "Jasmine Bhakta", "Ipsa Pani", "Shraddhanjali Garadia", "Madhurima Biswas"

Abstract—With the increasing integration of social media into everyday life, brands are turning to these platforms as a primary channel for engaging with consumers. This study examines the influence of social media advertising on fostering brand loyalty, focusing on key factors such as consumer engagement, influencer collaborations, and personalized advertising. A survey-based approach was used to collect data, and statistical analyses, including correlation and regression testing, were conducted to evaluate the relationship between social media influence, brand trust, and brand loyalty. The findings suggest that social media advertising, when personalized and interactive, significantly enhances consumer trust and brand loyalty. Additionally, factors like user-generated content and influencer marketing contribute to deeper emotional connections with brands. The study concludes by offering practical recommendations for businesses to leverage social media advertising strategies to strengthen long-term brand loyalty in the digital marketplace.

Keywords—Social Media Advertising, Brand Loyalty, Consumer Engagement, Influencer Marketing, Personalized Advertising, User-Generated Content.