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August 2, 2026International Journal of Technoentrepreneurship

Beyond likes and shares: A review of pathways from consumer engagement to brand loyalty in social media brand communities.

Chenhui Fan Daniel Palacios

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Key Points

This review examines the connections between consumer engagement and brand loyalty within social media brand communities.
Literature review of existing research on consumer engagement and brand loyalty.
Analysis of social media interactions within brand communities.
Identification of key pathways linking engagement to loyalty.
Consumer engagement behaviors significantly influence brand loyalty outcomes.
Social media interactions enhance emotional connections to brands, leading to higher loyalty.
Effective strategies can enhance consumer engagement, thereby increasing brand loyalty.

Implication

Review highlights how consumer engagement leads to brand loyalty in social media communities, suggesting effective strategies for brands.

Discussion

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Cite This Study

Fan et al. (2026) studied this question.

synapsesocial.com/papers/6a72e7c1226790f370656eb0 https://doi.org/10.1504/ijte.2027.10080337

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