Authors : Grishma Jung Karki

Volume/Issue : Volume 10 - 2025, Issue 8 - August

Google Scholar : https://tinyurl.com/6mnhtsve

Scribd : https://tinyurl.com/4r9r2pd6

DOI : https://doi.org/10.38124/ijisrt/25aug1165

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Abstract : The study examines how small and medium enterprises (SMEs) in Nepal, particularly within the Kathmandu Valley, cultivate customer loyalty in today’s digital environment. Utilizing a mixed-methods approach and responses from 202 participants, the research investigates the influence of social media engagement, personalized communication, online reviews, and digital loyalty programs on brand loyalty. The findings indicate significant correlations among digital content marketing (DCM), digital marketing capabilities (DMC), and digital marketing success (DMS) with DMC emerging as the most influential factor in fostering brand loyalty. The study concludes that SMEs should prioritize enhancing their digital marketing capabilities, alongside robust content strategies, to effectively retain customers and encourage brand advocacy. These insights contribute both academically and practically, guiding SMEs in adapting their strategies to maintain competitiveness in an evolving digital marketplace.

Keywords : Brand Loyalty; Digital Marketing Capabilities (DMC);Small and Medium Enterprises (SMEs);Customer Retention; Social Media Engagement.

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