IMPACT OF SOCIAL MEDIA ENGAGEMENT ON LUXURY BRAND LOYALTY AMONG YOUNG CONSUMERS IN INDIA

Abstract

This study looks at how social media's changing the way young people in India think about luxury brands and if it affects their loyalty to these brands. India has a lot of people who are good at using digital things and the market for luxury items is getting bigger. So it is interesting to see how social media and buying luxury items are connected for people between 18 and 30 years old. This study is meant to find out more about this. The study used a mix of methods to get information from people. Some information was collected from a survey that people filled out online on platforms like Instagram and Facebook and also through emails. Two hundred young people in India helped us understand how they use media and what they think about luxury brands. Other information was collected from journals and reports from companies like McKinsey and Deloitte and from the government from 2020 to 2026. What we found out is that young people in India are very active on platforms like Instagram and YouTube which're important for luxury brands. Social media plays a role in helping people form opinions about brands through influencers and personalized messages and stories. For people in India luxury brands are not just about showing off but also about who they are and what they have achieved. There are five things about social media marketing that help people engage with brands: it is fun people can interact with each other it is about what is new and cool things can be customized and people talk about it with others. When people interact with brands they feel more connected to the brand and trust it more which makes them more loyal. We also saw that different groups of people engage with luxury brands in ways and that young people are not just buying luxury items to show off but because they really want them and care about quality and uniqueness. Even though they want luxury brands they are practical. Want to know the real story about the brands. There were some limitations to our study like how we chose the people for the survey and that we used information from sources. Because things are changing fast in the digital world it is hard to make general statements. If we study this more, we can learn a lot more about it. In the end it is clear that social media has an influence on what young people in India think about luxury brands and if they are loyal, to them. So luxury brands need to make sure they are using media in a way that is relevant and fun and works well on mobile devices if they want to attract and keep young Indian customers.