Consumer Engagement on Social Media and Brand Loyalty: A Literature Review on the Role of Trust and Brand Communities

Abstract

Social media enables consumers to interact with brands and with one another, creating opportunities to strengthen brand relationships. However, online engagement does not necessarily translate into lasting brand loyalty. This study reviews the conceptual and empirical literature on consumer engagement on social media and brand loyalty, with particular attention to the roles of brand trust and brand communities. A systematic literature review was conducted using PRISMA 2020 reporting principles. The review focused on peer-reviewed studies published between 2016 and 2026 and synthesized eight articles thematically. The synthesis indicates that engagement is best understood as cognitive, emotional, and behavioral involvement rather than as a count of likes, comments, or shares alone. Across the reviewed themes, engagement may support loyalty through trust-building interactions and participation in brand communities, where consumers share experiences and develop social connections around a brand. Empirical studies in the broader literature report associations among social media engagement, trust, community participation, and loyalty, although the relationships vary across platforms, industries, and consumer groups. Because comparable study-level effect estimates were not available in the synthesized results, this review does not calculate a pooled effect size or determine which pathway is strongest. The review concludes that trust and community participation are important relational mechanisms through which social media engagement may contribute to brand loyalty. Future studies should use consistent measures, compare contexts, and test the mediating or moderating roles of trust and community engagement.