Influence of Social Media Engagement on Brand Loyalty among Millennial Consumers in South Africa

Purpose: The aim of the study was to assess the influence of social media engagement on brand loyalty among millennial consumers in South Africa. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study indicated social media platforms serve as pivotal channels for interaction between brands and their audiences, facilitating personalized and immediate communication. This engagement fosters a sense of community and belonging among millennials, who value authentic and transparent interactions. Studies have shown that millennials are more likely to develop strong emotional connections with brands that actively engage with them on social media, responding to comments, sharing user-generated content, and providing valuable information. Moreover, the use of social media by brands to create engaging content, such as interactive posts, live videos, and stories, helps in maintaining the interest and attention of millennial consumers. This consistent and interactive presence enhances the perceived value of the brand, leading to increased trust and loyalty. Additionally, social media platforms enable brands to showcase their values and social responsibility, which resonates well with millennials who prioritize ethical consumption. Study also highlights that social media engagement positively impacts millennials' purchasing decisions and their willingness to advocate for the brand. Engaged consumers are more likely to recommend the brand to others, contributing to word-of-mouth marketing. Consequently, brands that invest in strategic social media engagement can build stronger loyalty among millennial consumers, translating to sustained customer retention and long-term business success. Overall, the findings underscore the critical role of social media in cultivating brand loyalty within this tech-savvy and influential demographic group. Implications to Theory, Practice and Policy: Social identity theory, uses and gratifications theory and social exchange theory may be used to anchor future studies on assessing influence of social media engagement on brand loyalty among millennial consumers in South Africa. From a practical standpoint, brands should focus on creating authentic user-generated content (UGC) to foster brand loyalty among millennials. On the policy front, it is essential to regulate influencer marketing practices to ensure transparency, authenticity, and ethical standards.