In today’s digital era, social media plays a pivotal role in shaping consumer behaviour and influencing brand loyalty within the e-commerce sector. This study offers a comparative analysis of Myntra, Ajio, and Amazon, focusing on how these platforms use social media to build trust, engage customers, and drive loyalty. Drawing on both primary and secondary data, the research highlights consumer perceptions of transparency, authenticity, and data privacy while examining the impact of social media interactions on purchase decisions. The findings reveal differences in customer engagement and loyalty across the platforms and provide insights into promoting ethical and sustainable social media marketing practices to strengthen long-term brand relationships.
B et al. (Sun,) studied this question.