A study on the Impact of Social Media Analytics on Brand Loyalty in the Online Era

S. Velayutham

doi:10.69968/ijisem.2025v4i498-104

Authors

S. Velayutham Professor, Department of MBA, Bharath Institute of Higher Education and Research, 173, Agharam Road, Selaiyur, Chennai - 600 073, Tamil Nadu

DOI:

https://doi.org/10.69968/ijisem.2025v4i498-104

Keywords:

Social Media Analytics, Brand Loyalty, Customer Loyalty, Customer Satisfaction, Consumer Behaviour

Abstract

Particularly in competitive and dynamic market contexts, social media analytics (SMA) has emerged as a vital tool for boosting company and brand loyalty. The significance of social media analytics, how social media fosters brand loyalty, the function of social media analytics in brand development, and the effect of social media analytics on brand loyalty were all covered in this article. AI and ML-driven analytics are emphasized as the major factors that enabled businesses to switch their strategies from reactive to proactive. The data resulting from engagement metrics, sentiment analysis, and real-time feedback indicates that ongoing interaction, tailored communication, influencer marketing, and user-generated content are the major contributing factors to trust, customer satisfaction, and sustainable brand loyalty in the digital marketplace.

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