International Journal of Scientific Research and Engineering Development

In today's digitized world, social media is one of the most powerful platforms for communication, promotion, and brand building. In this regard, modern-era businesses are still engaging their customers on the platform of social media via Instagram, Facebook, YouTube, X, or Twitter in order to reaffirm their brand presence. This study wants to know the relation between social media engagement and brand loyalty, and how online interactions build a long-term relationship between brands and their customers. The research also aims at analysing how various engagement activities such as liking, comments, shares, feedback, influencer engagement, and community engagement build customer perception and loyalty towards a brand. Among other things, it sums up the dimensions of customers that create emotional attachment, satisfaction, and trust through continuous digital interactions. The data in this research have been obtained by using a structured questionnaire and analysed to have gained insight into how socialmedia-driven relationships drive repurchase and word-of-mouth activity. According to the results of this study, if the brand is more responsive and engages with its audience, customers will feel valued and, accordingly, this will establish trust and increase their satisfaction and loyalty. It aids in understanding various concepts of digital marketing strategy and focuses on continuous and meaningful engagement towards the building of long-term brand loyalty in a competitive virtual market.