This research explores the intricate dynamics of brand-consumer relationships by focusing on social media interactions as a pivotal lens. The study delves into the quality of brand relationships forged through these digital interactions, seeking to unveil the underlying factors that contribute to a harmonious connection. Through a combination of qualitative and quantitative analyses, the research examines user engagement, sentiment, and the impact of social media strategies on brand relationship quality. The findings shed light on the nuances of brand-consumer interactions in the digital age, providing insights valuable for both marketers and researchers aiming to understand and enhance brand relationships in the dynamic landscape of social media.

Brand Relationship, Social Media, Interaction Quality

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