Social media boosts brand loyalty and consumer engagement

A new study in the International Journal of Business Performance Management highlights the growing importance of social media for companies. It shows that businesses are engaging directly with consumers, enhancing brand loyalty and gaining a competitive advantage. Researchers Radhika Madan and Manmohan Rahul surveyed 350 internet users. They found that social media is a faster and more cost-effective way to reach customers compared to traditional media like TV and print. The study emphasizes that social media allows for ongoing conversations between brands and consumers. This two-way communication enables instant feedback and helps businesses adapt their offerings based on consumer input.