authors
Anjana Soni, Deepak Kumar, Nikita Udenia and Swati Verma

abstract
The study “Influence of Digital Marketing Strategies on Brand Loyalty: An Analytical Study” explores how social media marketing activities shape customer engagement and brand loyalty in today’s digital environment. Using a descriptive and quantitative approach, the research examines consumer perceptions and behavioural responses toward digital marketing initiatives. The findings highlight that strategic use of social media, including interactive content, personalised campaigns, and consistent brand communication, significantly enhances customer engagement. Increased engagement, in turn, fosters stronger emotional and behavioural connections between consumers and brands, leading to greater trust, attachment, and long-term loyalty. The study emphasises the mediating role of customer engagement in translating digital marketing efforts into sustainable brand loyalty. These insights suggest that brands must focus not only on promotional activities but also on creating meaningful interactions and experiences for their audience. By understanding the mechanisms through which social media influences consumer behaviour, marketers can design more effective strategies that strengthen consumer-brand relationships, improve customer retention, and build competitive advantage in an increasingly digital marketplace.