The Impact Of Social Media On Customer Loyalty: A Comparative Analysis Of Brand Communities

Abstract

Social media has developed as an important tool for increasing customer engagement and brand loyalty. This study examines the role of social media in developing customer loyalty via brand communities, comparing online and offline interactions within these communities. To investigate the impact of customer involvement, trust, satisfaction, and perceived value on loyalty, the study looks at data from 185 respondents. Essential findings show that social media channels are very important in improving emotional ties and advocacy activities, thereby stressing the importance of companies stressing community-building activities on digital platforms. These findings have significant implications for marketers trying to improve digital era customer retention and brand equity.