Name: Neha Joshi
Country: India

Year: 2026
Volume: Volume No: 13, Issue No: 1, Year: 2026
Page Number: 85-96
DOI: https://doi.org/10.5281/zenodo.19326653

INTRODUCTION
In the last decade, the rapid development of digital technology and internet accessibility has significantly transformed the marketing landscape worldwide. Social media platforms have emerged as powerful tools that allow companies to communicate directly with consumers, promote products, and build long-term relationships with their target audience. Platforms such as Facebook, Instagram, YouTube, and X (Twitter) have enabled organizations to move beyond traditional marketing methods and engage customers through interactive digital communication channels. Social media marketing enables companies to share brand-related
content, interact with consumers, and encourage participation in brand communities. This interaction between consumers and brands is commonly referred to as social media brand engagement. According to Brodie et al. (2013), consumer brand engagement refers to a psychological state that occurs due to interactive experiences between consumers and brands. Social media platforms facilitate this engagement by allowing consumers to like, comment, share, and participate in discussions related to brands.