This study investigates the relationship between social media engagement and brand loyalty formation among Generation Z (Gen Z) consumers in Kanpur, a tier-2 city in India. Employing a descriptive cross-sectional design with a structured survey administered to 200 Gen Z respondents aged 18–26, the research identifies content authenticity, peer-driven social proof, and community-oriented engagement as the three most significant predictors of brand loyalty. Instagram and YouTube emerge as the dominant platforms for loyalty formation, while information overload, algorithm opacity, and influencer fatigue constitute the primary barriers. Findings reveal that 80–85% of respondents regard perceived brand authenticity as the single most critical loyalty determinant — outweighing price and product quality. The study contributes original empirical insights on Gen Z brand behaviour in tier-2 urban India, an underrepresented context in existing digital marketing literature, and provides actionable strategic recommendations for brand managers, platform developers, and policymakers.

Keywords: Social Media Engagement · Brand Loyalty · Generation Z · Digital Marketing · Influencer Marketing · India · Tier-2 Cities · Consumer Behaviour