Social media marketing affects brand engagement by fostering direct communication between businesses and consumers. Platforms like Facebook and Instagram enable companies to share content, respond to inquiries, and engage in two-way conversations, creating a sense of community around their brand. This interaction enhances brand loyalty as consumers feel more connected and involved. Additionally, user-generated content and influencers can amplify brand messages, reaching wider audiences. Ultimately, social media serves as a vital tool for creating authentic connections and driving customer engagement.