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@article{174793,
        author = {Laxit Vaghasiya and Sneh Thanki},
        title = {The Impact of Digital Marketing on Brand Loyalty and  Consumer Engagement},
        journal = {International Journal of Innovative Research in Technology},
        year = {2025},
        volume = {11},
        number = {11},
        pages = {711-718},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=174793},
        abstract = {Digital marketing has transformed the way businesses interact with consumers, making a significant impact on brand loyalty and customer interactions. This study investigates the influence of online marketing strategies in building brand loyalty and consumer interaction. Employing primary and secondary data, this research investigates major online marketing channels like social media marketing, influencer marketing, content marketing, and email marketing to determine their efficiency in shaping consumer behavior. A systematic survey was carried out to collect data from consumers, examining interactions with brands on digital media. The results suggest that influencer marketing and social media have the biggest impact on buying behavior, followed by entertaining and informative content for attracting audiences. Loyalty programs and individualized marketing strategies were also shown to fortify consumer-brand relationships. The research offers helpful business suggestions for companies wanting to maximize their digital marketing efforts to construct durable brand loyalty and improve consumer participation in a growingly digitalized market.},
        keywords = {Digital Marketing, Meta Marketing, Brand Loyalty, Consumer Engagement, Instagram Marketing, Content Marketing, Email Marketing, Purchase Decisions, Brand Relationship, Consumer Trust, Loyalty Programs Personalized Marketing},
        month = {March},
        }