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

• Published in: Shanlax International Journal of Management Vol. 12; no. 4; pp. 47 - 51
• Main Authors: Ragul, S, Kesavaraj, Geeta
• Format: Journal Article
• Language: English
• Published: 01.04.2025

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 a...