The Impact of Social Media Marketing on Brand Loyalty in the Digital Era

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摘要

In the digital era, social media has become an indispensable tool for enterprises to carry out marketing activities, and its impact on consumer brand loyalty is increasingly prominent. This paper aims to explore the relationship between social media marketing practices and consumer brand loyalty, and clarify the key mechanisms through which social media marketing affects brand loyalty. By combing relevant theoretical research and analyzing typical enterprise cases, the study summarizes three core dimensions of social media marketing: interactive content marketing, influencer collaboration marketing, and user-generated content (UGC) guidance. It is found that effective social media marketing can enhance consumer brand trust and emotional connection, thereby promoting the formation and maintenance of brand loyalty. Specifically, interactive content marketing strengthens consumer participation and sense of belonging; influencer collaboration marketing leverages the credibility of influencers to reduce consumer decision-making risks; UGC guidance enhances consumer recognition of brand values. However, improper social media marketing, such as excessive promotional information and ignoring consumer feedback, may have a negative impact on brand loyalty. This research provides practical guidance for enterprises to optimize social media marketing strategies and improve brand loyalty, and enriches the theoretical research on digital marketing and brand management.

文献引用

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