<p>Social media platforms have become important environments in which consumers encounter brands, evaluate product claims, observe peer opinions and form expectations about future purchases. However, visibility and engagement do not necessarily produce a favourable brand image or customer loyalty. This conceptual paper examines how perceived social media marketing activities may shape brand image and how brand image may, in turn, contribute to customer loyalty among Generation Z consumers in India. Drawing on customer-based brand equity, consumer loyalty and social influence perspectives, the paper develops a framework linking five perceived social media marketing dimensions&mdash;entertainment, interaction, trend relevance, customisation and electronic word-of-mouth&mdash;to brand image and loyalty. The framework proposes that social media marketing activities contribute to brand image when content is useful, credible, consistent and responsive, and that a favourable brand image supports preference, recommendation and repurchase intentions. It also identifies authenticity, platform use, product category and consumer involvement as boundary conditions. The paper&rsquo;s contribution is a context-sensitive set of propositions and a research agenda for testing the model across India&rsquo;s diverse consumer settings. Practical implications emphasise meaningful interaction, transparent creator partnerships and outcome measures beyond reach and like. The propositions remain to be tested empirically.</p>