Building Brand Loyalty Through Digital Marketing: The Mediating Role Of Brand Trust

Abstract

This article examines how the rise of online communities has impacted the ability of businesses to acquire trust and loyalty from consumers. Here, we'll look at how marketing through social media and brand communities may improve the usability of brands, influence consumer sentiment, and, in the end, boost sales and loyalty. We investigated 85 participants on critical criteria such as brand consumption, social media, impression management, and brand communities using a quantitative survey-based method. Having trust in the brand is the connecting factor that makes all of these factors, according to our research, contribute to consumer loyalty. If the study's findings hold, marketers will have more information about their customers and their online behaviour to work with.