Social media impacts the way consumers interact with brands by creating a direct communication channel, fostering engagement and community. Customers can easily share feedback, ask questions, and express concerns, prompting brands to maintain a more responsive presence. Additionally, social media platforms allow brands to tailor their marketing strategies to target specific audiences through advertising. This dynamic interaction builds brand loyalty and trust, as consumers appreciate authentic engagement. Thus, social media redefines customer-brand relationships, making them more interactive and immediate.