Author(s): Dillip Kumar Parida
Organisations encourages to provide social assistance and aid during recent pandemic. All expenses made on COVID-19-related activities will be added to the list of acceptable avenues for CSR spending. A directive from Government bodies given to encourage corporate social responsibility activities. The COVID-19 epidemic has turned life on its head. Corporates now have a moral obligation to step forward and assist in the reconstruction in every aspect. Organisations are working hard to help their employees and citizens. Social media marketing team also publicising these CSR activities to increase the brand loyalty among the employees and the needy. These CSR activities and help could help the employees and it will make them more loyal to organisation. The information on CSR activities is more active in organisation community and group. This paper is an attempt to understand the group and community behaviours towards brand loyalty and how the brand loyalty can be influenced by social media marketing.