The Impact of Social Media Engagement on Enhancing Brand Loyalty Across Platforms

Abstract

This study investigated the relationship between social media engagement and brand loyalty across different platforms with a particular focus on how various types of engagement behaviors—ranging from passive likes to active user-generated content—contributes to brand attachment and repeat purchase intentions. Drawing on both the Uses and Gratifications Theory and the Technology Acceptance Model, the research explored how content type, user interaction styles, and platform-specific features influence brand loyalty outcomes. Based on the analysis of the collected data, the findings confirm the main hypothesis that interactive forms of social media engagement—such as comments, shares, and user-generated content—exert a significantly stronger positive impact on brand loyalty compared to passive forms of engagement like likes or views. The results indicate that consumers who actively engage with brands through participatory actions demonstrate higher levels of emotional connection, trust, and long-term commitment. This suggests that brands aiming to build and sustain loyalty should prioritize strategies that encourage meaningful two-way interactions rather than focusing solely on metrics of passive engagement. The findings confirmed Hypothesis 1 (H1): active forms of engagement, such as commenting on brand content and generating user-created material (e.g., reviews, photos), had a stronger positive impact on brand loyalty than more passive behaviors like merely liking posts or viewing content. Respondents who actively engaged with brands demonstrated higher emotional connection, trust, and a greater likelihood of continued patronage. Hypothesis 2 (H2) was also supported: the effectiveness of engagement types varied significantly across platforms. Instagram and YouTube were found to be especially effective in fostering brand loyalty due to their strong emphasis on visual storytelling and interaction through comments, reels, and video content. In contrast, platforms like Twitter/X, with their fast-paced and concise communication style, were less influential in generating sustained loyalty. Hypothesis 3 (H3) was confirmed as well: the relationship between social media engagement and brand loyalty was moderated by platform-specific features and user behavior. Algorithms, content formats (e.g., short videos vs. text updates), and demographic differences (e.g., age group preferences) played a crucial role in shaping engagement outcomes. For instance, younger users preferred TikTok and Instagram reels for brand interaction, while older users leaned toward Facebook communities and long-form YouTube content. Recommendations For marketers and brands, the study emphasizes the need to prioritize active engagement strategies. Encouraging user-generated content, responding to comments, and hosting interactive campaigns (e.g., polls, contests) can foster stronger emotional bonds and long-term loyalty. Visual content, particularly videos and stories, should be central to engagement strategies as they were consistently preferred by users across platforms. Platform strategists should tailor engagement techniques based on each platform’s strengths where leverage influencer partnerships and visually rich stories should be for Instagram. On YouTube, use tutorials and storytelling formats. For Facebook, foster brand communities and use interactive posts. On TikTok, emphasize short-form, relatable content that aligns with trending challenges. To maximize engagement for brand loyalty, brands should: • Develop platform-specific content tailored to audience preferences and interaction habits. • Focus on emotional storytelling, authenticity, and responsiveness. • Use analytics to monitor engagement types and optimize for high-performing content. • Encourage two-way communication to build trust and long-term commitment. This research contributes to a deeper understanding of how digital engagement translates into customer loyalty. As social media continues to evolve, brands that adapt to platform dynamics and user expectations will be better positioned to cultivate lasting relationships and competitive advantage in the marketplace.