25, February 2026

Impact of Social Media Marketing on Brand Loyalty in Smartphones Industry in India

VOLUME-12; ISSUE-2; FEB-2026

Author(s): B Dileep Kumar

Authors Affiliations:

MBA 2nd Year, Department of Management Studies,

Vardhaman College of Engineering

DOIs:10.2015/IJIRMF/202602020     |     Paper ID: IJIRMF202602020


Abstract
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The study investigates the impact of social media marketing on brand loyalty within the smartphone industry in India, a sector that has witnessed rapid growth driven by increasing digital engagement. Four key components Social Media Advertising, Content Quality, Social Media Engagement, and Influencer Marketing were examined to understand their individual and collective influence on consumer loyalty. Primary data was collected from 198 smartphone users using a structured questionnaire based on a 5-point Likert scale. Reliability testing using Cronbach’s alpha confirmed excellent internal consistency across all variables. Regression analysis revealed that each social media marketing factor had a strong and statistically significant positive impact on brand loyalty, with Influencer Marketing emerging as the most influential predictor. Correlation analysis further supported the strong interconnectedness among all variables. The findings highlight the essential role of targeted, high-quality, and engaging social media strategies in strengthening consumer trust, emotional attachment, and long-term loyalty. Overall, the study provides valuable insights for marketers aiming to enhance brand loyalty through effective social media marketing initiatives in the competitive smartphone market.
Social Media Marketing, Brand Loyalty, Social Media Engagement, Content Quality, Social Media Advertising, Influencer Marketing, Smartphone Industry, Consumer Behaviour, Digital Marketing Strategies.

B Dileep Kumar (2026); Impact of Social Media Marketing on Brand Loyalty in Smartphones Industry in India, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-12, Issue-2, Available on –   https://www.ijirmf.com/

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