Social media has become a central channel through which brands communicate with consumers, build relationships, and shape purchasing decisions. For young consumers in particular, platforms such as Instagram, YouTube, Facebook, and short-video applications are primary sources of brand discovery, information, and engagement. This study examines the influence of social media marketing on brand loyalty among young consumers. Adopting a descriptive and analytical research design supported by a structured questionnaire survey, the study measures social media marketing activities across dimensions such as entertainment, interactivity, informativeness, personalisation, and influencer content, and relates them to brand loyalty measured through repeat purchase intention, brand preference, advocacy, and resistance to switching. The findings indicate that social media marketing has a significant positive influence on brand loyalty among young consumers, with interactivity, influencer endorsement, and personalised, entertaining content emerging as the strongest drivers, operating largely through increased brand engagement and trust.

Gaurav Sahebrao Patle, Dr. Nitin Ganorkar, "Influence of Social Media Marketing on Brand Loyalty among Young Consumers" International Journal of Scientific Research and Engineering Development, V9(5): Page(1117-1122) September - October 2026. ISSN: 2581-7175. www.ijsred.com. Published by Scientific and Academic Research Publishing.