Social Media Marketing and Brand Loyalty Among Gen Z Consumers

The project investigates how social media engagement affects brand loyalty among Generation Z in Sri Lanka, focusing on platforms like Instagram, TikTok, and YouTube.

🔹 Objectives

• To understand Gen Z consumer behavior on social media.

• To evaluate which types of content foster brand loyalty.

🔹 Methodology

Online questionnaire (n=150 Gen Z users aged 18–26), content analysis of 10 brand accounts.

🔹 Key Findings

• Influencer marketing and behind-the-scenes content build trust.

• Consistent posting and user interaction increase brand recall.

• TikTok content generates higher engagement than other platforms.

🔹 Conclusion

For Gen Z, engagement > advertisements. Brands must be authentic and interactive.