<![CDATA[This study investigates the impact of social media marketing on consumer engagement and brand loyalty among Generation Z in Indonesia, focusing on the role of social media engagement, content quality, and influencer partnerships. Utilizing a quantitative approach, data were collected from 500 respondents in Generation Z through an online survey, and the results were analyzed using Smart PLS for Structural Equation Modeling (SEM). Findings reveal that social media engagement and influencer partnerships significantly influence brand loyalty, with content quality serving as a key moderating factor. The study highlights that effective social media marketing strategies tailored to Generation Z’s preferences can strengthen brand loyalty and engagement. These insights offer practical implications for marketers looking to enhance brand loyalty in a digital landscape dominated by social media interaction]]>
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