Creating brand loyalty: Role of brand love, trust, product quality, customer service on customer engagement among social media users

Social media have evolved into a potentially important virtual arena, where they are used not only for socializing but also promoting businesses and their products. A brand's emotional relationship with customer is called engagement. Customers who extremely engaged more likely to buy, promote, remain loyal brand. Specifically, the purpose of this study discover if social networking sites play significant role in boosting engagement brand loyalty by exploring various independent factors like Brand love, trust, Product quality Customer Service. self-administered questionnaire was conduct survey model tested using SEM analysis. It concluded that majority customers believe best way interact brands.