The Role of Social Media in Building Consumer–Brand Relationships: An Empirical Study of the Fashion Industry in Delhi

Author(s)	Shreya Saini, Dr. Vivek Kumar Singh
Country	India
Abstract	In today’s digitally driven marketplace, social media has emerged as a transformative tool for fostering consumer–brand relationships, particularly in the dynamic and image-centric fashion industry. This research examines the impact of social media engagement on the development of trust, emotional attachment, and brand loyalty among fashion consumers in Delhi. Employing a quantitative research design, data were collected from 250 active social media users and analyzed using correlation, regression, and mediation techniques through SPSS and SmartPLS. The findings reveal that higher levels of social media engagement significantly enhance consumer–brand relationships, with consumer trust acting as a crucial mediating variable. Emotional attachment and influencer credibility were also found to be strong predictors of brand loyalty and advocacy behavior. The study concludes that interactive, authentic, and community-driven social media strategies can effectively transform passive audiences into emotionally connected and loyal brand advocates, providing valuable insights for marketers in Delhi’s fashion sector.
Keywords	Social Media, Consumer–Brand Relationship, Fashion Industry, Brand Loyalty, Consumer Trust, Emotional Attachment, Influencer Marketing, Digital Engagement, Delhi, Social Media Marketing
Published In	Volume 6, Issue 2, February 2025
Published On	2025-02-06

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