Influence of Perceived Brand Authenticity in Social Media on Audience Engagement and the Formation of Long-Term Loyalty

Citation: Mykola Soloviov, "Influence of Perceived Brand Authenticity in Social Media on Audience Engagement and the Formation of Long-Term Loyalty", Universal Library of Business and Economics, Volume 02, Issue 03.

Copyright: This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Abstract

In the context of accelerating digital transformation and growing consumer distrust, perceived brand authenticity in social media acquires strategic significance as a differentiator in the competitive arena. The study analyses how perceived authenticity—emerging at the intersection of digital communications and the physical customer experience—affects the degree of audience engagement and the formation of sustainable loyalty. The aim of the work is to propose a justified hybrid model of authenticity in which specific offline initiatives act as mechanisms for strengthening and verifying the online brand image. The methodological approach relies on a systematic analysis of relevant scientific sources and an in-depth qualitative examination of practical case studies, including the authors’ own solutions in the consumer electronics retail segment. The data obtained indicate that the inclusion of customer-oriented services—such as extended warranty offerings and multi-level feedback channels—into the social-media interaction strategy significantly enhances key engagement metrics and contributes to the reinforcement of loyal relationships with consumers. The scientific novelty of the work manifests itself in the re-conceptualisation of authenticity not as an isolated communication phenomenon but as an integrated reflection of real operational practices and the brand’s value proposition. This study is of practical and theoretical interest to scholars in the field of marketing as well as to managers and branding specialists seeking to build long-term, sustainable relationships with customers in the digital ecosystem.

Keywords: Brand Authenticity, Social Media, Audience Engagement, Customer Loyalty, Omnichannel Marketing, Customer Experience, Customer Relationship Management, Digital Marketing, Retail, Brand Communications.

https://doi.org/10.70315/uloap.ulbec.2025.0203021