A Study on Evaluating the Impact of Social Media Analytics on Consumer Behaviour and Brand Loyalty

  • S Ragul Department of Management Studies, Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, Chennai, India
  • Geeta Kesavaraj Associate Professor, Department of Management Studies, Vel Tech Rangarajan Dr. Sagunthala R&D Institute of Science and Technology, Chennai, India https://orcid.org/0000-0002-3044-4118
Keywords: Social Media Analytics, Consumer Behaviour, Brand Loyalty, Digital Marketing

Abstract

This study explores the impact of Social Media Analytics (SMA) on consumer behaviour and brand loyalty. The research aims to assess how businesses leverage SMA to track engagement, sentiment, and demographic trends, ultimately influencing consumer attitudes and purchasing decisions. A mixed-method approach, incorporating quantitative surveys and qualitative secondary data analysis, was employed to examine these relationships. Key findings indicate a strong positive correlation between effective SMA use and increased consumer engagement, trust, and brand advocacy. Study finds that SMA’s influence remains consistent across different demographic groups. These insights underscore the strategic advantage of data-driven marketing, highlighting that brands utilizing SMA effectively can foster long-term consumer relationships and enhance retention. The study emphasizes the necessity for businesses to integrate SMA into digital marketing strategies to maintain a competitive edge in an evolving online marketplace.

Published
2025-04-01
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How to Cite
Ragul, S., & Kesavaraj, G. (2025). A Study on Evaluating the Impact of Social Media Analytics on Consumer Behaviour and Brand Loyalty. Shanlax International Journal of Management, 12(4), 47-51. https://doi.org/10.34293/management.v12i4.8708
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Articles