Paper Contents
Abstract
In the dynamic and highly competitive fashion industry, social media platforms have become critical tools for fostering customer engagement and strengthening brand relationships. This study investigates the role of social media engagement in building brand loyalty among consumers of fashion brands. The research explores how different dimensions of engagementsuch as interaction, participation, and emotional connectioninfluence customer trust, brand experience, and ultimately brand loyalty. Drawing on the theories of relationship marketing and social identity, the study employs a quantitative research design with data collected from active social media users who follow fashion brands on platforms such as Instagram and Facebook. Statistical analysis, including correlation and regression, is conducted to examine the relationships among the variables. Findings are expected to reveal that higher levels of social media engagement significantly enhance brand trust and lead to stronger brand loyalty. The study contributes to marketing literature by emphasizing the strategic importance of meaningful online engagement for brand retention in the digital era. It also provides practical insights for marketers to design social media strategies that not only attract but also sustain loyal customers.
Copyright
Copyright © 2025 GOURAV KAMBOJ. This is an open access article distributed under the Creative Commons Attribution License.
