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A Study on Quantitative Analysis of Brand Loyalty in the Digital Age

Preeti Hati Baruah
Student of Dayananda Sagar Business School, Bengaluru, India

Abstract
This study explores the influence of social media marketing on consumer buying behaviour, with a specific focus on Starbucks. In the digital age, social media has become a vital marketing tool for brands to engage with customers, build brand loyalty, and drive purchasing decisions. The research aims to understand how Starbucks leverages social media platforms to influence consumer perceptions and buying patterns. A structured questionnaire was administered to gather primary data from a sample population. The findings indicate that interactive content, influencer collaborations, promotional offers, and visually appealing posts on platforms like Instagram and Facebook significantly impact consumer preferences and their intent to purchase. The study highlights the importance of consistent brand messaging and active digital engagement in shaping consumer behaviour. It concludes that effective social media strategies can enhance brand
image and foster stronger customer relationships, making social media marketing a critical component of modern business strategy.
Key Words: Social Media Marketing, Consumer Buying Behaviour, Starbucks, Brand Engagement, Purchase Intention