The Impact of Social Media Marketing on Brand Loyalty in Nepal: Insights from Bibliometric and Survey Analysis

With the rapid growth of social media use in Nepal and their engagement with customers, understanding how these platforms support customer loyalty becomes essential for retail businesses. This study investigates the role of social media marketing in shaping brand loyalty among retail customers in Nepal through an integrated research design that combines systematic bibliometric and survey data analysis. The bibliometric findings suggest a clear progression in the literature, moving from a foundational emphasis on relationship marketing and loyalty theory toward a more integrated framework that incorporates social media engagement and, ultimately, measurable business outcomes. The quantitative results based on survey data conducted with 100 Nepalese consumers active on Facebook, Instagram, and TikTok show that effective social media strategies and the ability to address implementation difficulties significantly enhance brand loyalty. In contrast, the direct influence of customer trust is limited. The findings highlight the importance of tailored and interactive content, supported by appropriate digital practices, particularly in regions with developing infrastructure. This study offers practical recommendations to improve digital engagement, encourage retailers to collaborate with local influencers, respond to customer feedback, maintain transparency in messaging, and enhance digital capabilities to implement effective social media strategies. It also underscores the value of producing culturally relevant content that aligns with local interests and behaviours.