TO STUDY THE ROLE OF SOCIAL MEDIA MARKETING IN BRAND AWARENESS AND CUSTOMER LOYALTY

Abstract

The present study was undertaken to examine the role of social media marketing (SMM) in building brand awareness and fostering customer loyalty among urban Indian consumers. With digital platforms becoming the primary touchpoint between brands and consumers — particularly in the post-pandemic era — understanding how social media influences consumer perception, purchase intent, and brand attachment has become a strategic imperative for marketers across all sectors. The study was conducted using an analytical research design. Primary data was collected through a structured questionnaire administered to 62 respondents drawn from an urban, digitally active population. Secondary data was sourced from academic journals, industry reports, and digital publications. The survey captured respondents' social media usage patterns, exposure to brand content, and perceptions of brand awareness and loyalty. Key findings revealed that Instagram (96.7%) and Facebook (65.6%) were the dominant platforms among the surveyed demographic, predominantly aged 18–34. Social media advertisements emerged as the single most influential channel of brand discovery, accounting for 56.5% of first-contact brand encounters. Product demonstrations (38.7%) and customer reviews and testimonials (25.8%) were the content formats generating the highest consumer engagement. . Amajority of respondents (66.2%) confirmed that social media brand engagement increased their likelihood of making a purchase. However, only 27.4% reported genuine brand loyalty toward socially active brands. A notable 59.7% expressed that social media marketing did not have a lasting impact on their brand relationships, highlighting the gap between short-term engagement and long-term brand commitment. 5 The study concluded that social media is a potent tool for brand visibility and consumer discovery, but sustained customer loyalty required more personalised, consistent, and trust-driven communication strategies. Recommendations have been provided for businesses to optimise their social media marketing approaches, with emphasis on authenticity, two-way engagement, and integration of offline-online loyalty strategies.