BRANDING 4.0: HOW SOCIAL MEDIA TRANSFORMS PERCEPTION AND LOYALTY

Introduction: The objective of the study is to highlight the advantages of using social networks and the importance of this digital tool for brand building. Methodology: This article implements a systematic review using the PRISMA method, relying solely on publications available on the Scopus platform. The review was synthesized with the support of the Rayyan tool, analyzing 202 articles related to the benefits of using social networks for brand construction and strengthening in organizations. Results: The results of the systematic analysis of the 14 selected articles highlight that social networks are fundamental tools for brand building. They offer unique opportunities to interact directly with consumers, provide information, support and entertainment, and generate loyalty and emotional commitment to the brand. Discussion: Challenges were identified, such as the management of unexpected audiences and the negative impact of irrelevant or forced content. Conclusion: Social networks not only expand the possibilities of connection between brands and consumers, but also strengthen loyalty and virtual communities, key elements for success in the digital environment. However, strategic management is crucial to mitigate risks associated with negative perception and ensure relevant experiences for users.