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All Journal PHARMACON Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Manajemen dan Pemasaran Digital Jurnal Ilmiah Manuntung: Sains Farmasi dan Kesehatan Jurnal Lentera: Penelitian dan Pengabdian Masyarakat
Imam Jayanto
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Health Professions Immunology & microbiology Medicine & Pharmacology Nursing Public Health Social Sciences Other

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The Effect of Social Media Engagement on Brand Loyalty in the Digital Economy Antonius Ary Setyawan; Wahyudin Rahman; Eko Wahyu Widayat; Imam Jayanto; Dian Parwati
Jurnal Manajemen dan Pemasaran Digital Vol. 4 No. 2 (2026): Jurnal Manajemen dan Pemasaran Digital (April - Juni 2026)
Publisher : Siber Nusantara Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/jmpd.v4i2.640

Abstract

This study aims to analyze the effect of social media engagement on brand loyalty in the digital economy through a literature review approach. The rapid development of digital technology and social media platforms has significantly transformed consumer behavior and business communication patterns. Social media has become an essential strategic tool for organizations to establish relationships with customers and strengthen their market position. Therefore, understanding the relationship between social media engagement and brand loyalty has become increasingly important in the current digital environment. This study employed a literature review method by collecting and analyzing relevant studies published between 2015 and 2025 from academic databases and reputable journals. The analysis process involved identifying, evaluating, and synthesizing previous research findings related to social media engagement and brand loyalty. The findings indicate that social media engagement positively influences brand loyalty through emotional attachment, customer participation, and interactive communication processes. In addition, variables such as brand trust, customer experience, content quality, and online community participation strengthen the relationship between social media engagement and loyalty. The study concludes that effective social media engagement strategies contribute significantly to maintaining long-term customer relationships and enhancing sustainable competitive advantages in the digital economy.
Co-Authors A. Nururrochman Hidayatulloh afrilia saputri badu Alfamega Pinasang Anizir Ali Murad Antonius Ary Setyawan Axl Laurens Lukas Windah Bagus Riyanto Cakranegara, Pandu Adi Catalina Aurelia Jetty Makinggung Chelsi Stelin Christina Pangemanan Christy Eunike Launa Kawuwung Cindy R. Rotulung Dian Parwati Eko Wahyu Widayat Esther Karina Naomi Tandayu Eva B. Mare Fadli Fadli Gayatri Citraningtyas Irma Antasionasti Jonathan C. Rumangkang Jonathan Tumiwa Juan Sebastian Lambey Juita S. D. Tatara Karlah Frylina Kantu Ladika Ladika Mahendra Kusuma Nugraha Margareta Marcelina Monoarfa Meilani Jayanti Melanie Jenifer Togas Mustika Mustika Nadhirah J. Mokoginta Nurnisa Mayningsih M S Ipa Randy Tampa’i Ricka Islamiyati Rina Pratiwi Pudja I. A Rohmatun Nafiah Rustandi Rustandi Septi C. F. Hitto Stacy Harry Tamawiwy Surya Sumantri Abdullah Vera Fitriana Wahyu Bimantara Wahyudin Rahman Widya Astuty Lolo Widya Lolo