• Gauransh Srivastava

The major goal of most contemporary advertising campaigns is now widespread dissemination through social media. More and more people are being drawn to the internet, which increases its significance. This study set out to answer the question, "Does Facebook brand interaction affect customer retention rates?" This research examines the reasons people visit brand pages on Facebook by drawing on social influence theory, technology adoption models, and the uses and gratifications theory (UGT). This study combined qualitative and quantitative methods of inquiry. Using The empirical results of the investigation are presented in the paper's second section. The online survey included a total of 334 participants, and SEM was used to examine the data. In terms of customer engagement, technology, transportation, and hospitality brands outperformed those in the retail, consumer goods, and food & beverage sectors. Because they can easily locate what they're looking for, customers often engage with brand pages. Users are influenced to utilise a service by both financial and social pressures. Networking social media platforms. The information also suggests that return customers have a higher propensity to join in. The findings Understanding how platforms like Facebook and others influence customer engagement is furthered by these findings.

Consumer Brand , Engagement, Social , Networking, Loyalty, Brand

"CONSUMER BRAND ENGAGEMENT IN SOCIAL NETWORKING SITES AND ITS EFFECT ON BRAND LOYALTY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.b492-b498, May-2023, Available :http://www.jetir.org/papers/JETIR2305166.pdf

"CONSUMER BRAND ENGAGEMENT IN SOCIAL NETWORKING SITES AND ITS EFFECT ON BRAND LOYALTY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. ppb492-b498, May-2023, Available at : http://www.jetir.org/papers/JETIR2305166.pdf