Role of Generative Artificial Intelligence (AI) in Social Media Engagement and Brand Loyalty: An Empirical Study

The present research work aims to study how generative artificial intelligence (ai) increases social media engagement and brand loyalty by producing highly personalised content and ads, towards offering instant customer support, and studying data to predict trends and understand customer opinions. Using generative ai helps build lasting growth and a stronger connection with customers, from creating personalised suggestions to developing interesting loyalty programs. This powerful technology is not just a passing trend but a major shift that helps brands build stronger and more meaningful connections with their audiences. From the creation of personalised suggestions to developing interesting loyalty programs, the use of generative ai helps build lasting growth and stronger connections with customers. Genai tools track social media activity in real time to spot new trends, helping brands respond quickly and produce timely content that grabs users' attention. The present study will help us understand how brands create deeper emotional bonds through personalised experiences, building trust and encouraging customers to return. Generative artificial intelligence, or genai, studies user data to deliver highly customised ads, content, and product suggestions that match each person's interests. The investigator conducted the study survey on a sample of 233 people from the marketing sector to explore the factors that determines different role of generative artificial intelligence (ai) in social media engagement and brand loyalty and found that personalised content creation, real-time interaction, optimised posting and customer support are the factors that shows role of generative artificial intelligence (ai) in social media engagement and brand loyalty.