The appearance of the internet and social media has brought a whole new way of communication between customers and sellers. This paper tries to define social networks, show the history of their creation and explain the specifics of the most popular social networks. Also, some trends in two-way communication with customers via social networks are cited. Those are, for example, influencers and influencer marketing, video content, personalization of content presented via social networks, micro-influencers, customer support and social listening. There are numerous advantages and disadvantages to this type of communication, but it is certain that communication with consumers through social networks has some influence on their behavior, therefore many marketers decide to incorporate this method of promotion into their marketing strategy. Loyalty is a term that comes from the degree of customer satisfaction. It is influenced by a number of factors and in its creation, it is necessary first to build a strong and stable relationship with the consumer. Customer loyalty contributes to the stability of the company and ensures its status and position in the market. Besides, this way one can quickly and easily reach important information about their customers, learn about their wants, needs and preferences. The research conducted for the purpose of this paper shows, on a conveniant sample, how much customers are involved in social media communication and to what extent this factor influences their loyalty to the company of their favorite fashion brands.