Paper Contents
Abstract
In todays digital-first world, social media has grown far beyond its original purpose of connecting peopleit now plays a major role in shaping how consumers perceive and interact with brands. Platforms like Instagram, YouTube, and Facebook have become essential tools for businesses looking to build strong brand equity and maintain consumer trust and loyalty. With growing online competition and consumer expectations, the need for a brand to stand out through meaningful engagement has never been greater.This research investigates how social media influences consumer behavior, particularly in areas such as brand trust, loyalty, and purchasing decisions. A structured survey was conducted among 53 respondents, most of whom are in the 1824 age groupa demographic known for its heavy reliance on digital platforms. The study focuses on how content types, influencer marketing, and direct brand-consumer engagement contribute to long-term brand equity. The findings also incorporate insights from existing literature to highlight emerging patterns and provide actionable strategies for brands to strengthen their digital presence.Keywords: Social Media Marketing, Brand Equity, Consumer Engagement, Influencer Marketing, Digital Branding
Copyright
Copyright © 2025 Kushagra Chanda. This is an open access article distributed under the Creative Commons Attribution License.
