Leveraging Social Media Engagement Metrics to Supercharge the Brand Promotion Strategies and Drive Lasting Customer Relationships

Abstract

This study analyzes the relationship between social media engagement metrics and brand loyalty, distinguishing between platforms and the mediating effect of customer satisfaction. A mixed-methods approach was employed to gather data on social media engagement (likes, comments, shares), customer satisfaction, and brand loyalty among consumers. The results reveal a positive relationship between social media engagement and brand loyalty, with Instagram representing the most effective platform for fostering loyalty. Furthermore, customer satisfaction mediated the relationship between engagement and loyalty. This study highlights the significance of developing optimal involvement strategies in social media, especially on visually driven social media, focusing on customer satisfaction to establish an enduring relationship between the brand and the customer.