In the modern business environment, social media play a significant role in communication between companies and consumers, and represent an important tool for building relationships and strengthening loyalty. The aim of this paper is to examine the impact of social media management strategies on the customer loyalty of the company NIKE. The research focuses on key dimensions such as content quality, level of interaction, and personalization of communication, including macroeconomic factors as contextual variables. The empirical research was conducted using a survey method on a sample of 100 respondents, and the data were analysed using descriptive statistics, correlation, and regression analysis. The results show that all analysed strategies have a statistically significant and positive impact on customer loyalty, with content quality standing out in particular. Furthermore, the results indicate the importance of implementing modern digital solutions, such as AI chatbots, which contribute to greater engagement and a more personalized approach to users. Based on the obtained results, the proposed hypothesis was confirmed.

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