A Review of Research on Brand Loyalty in Social Media Marketing

DOI

10.2991/978-94-6463-874-5_118How to use a DOI?

Keywords

Social Media Marketing; Brand Loyalty; Cross Media Interactivity; Brand Trust

Abstract

With the widespread adoption of social media platforms and their evolving features—such as algorithmic recommendations, short videos, live commerce, and virtual communities—understanding how these channels influence consumer behavior has become critical for marketers. This paper reviews recent scholarship (2021–2024) on the mechanisms through which social media marketing shapes brand loyalty. Employing a systematic literature review and comparative case analysis, it examines both the positive pathways—enhanced interactivity, emotional connection, brand authenticity, and community engagement—and the negative effects, including algorithm-driven information cocoons, poor-quality user-generated content, and over-commercialization that can erode consumer trust. Findings reveal that social media strategies which foster meaningful two-way communication and authentic storytelling significantly boost consumers’ attitudinal and behavioral loyalty, while unchecked algorithmic filtering and homogenized content undermine long-term brand attachment. The study concludes by outlining future research directions—such as dissecting content-format effects, countering information silos, and leveraging digital intelligence—and offers practical guidance for firms aiming to balance technological empowerment with consumer-centric authenticity in social media marketing.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuanyuan Xie
PY  - 2025
DA  - 2025/11/03
TI  - A Review of Research on Brand Loyalty in Social Media Marketing
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 1023
EP  - 1030
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_118
DO  - 10.2991/978-94-6463-874-5_118
ID  - Xie2025
ER  -