This research investigates the pivotal role of social media in shaping hotel brand image and fostering customer loyalty, with a focus on Hotel Africana in Kampala, Uganda. The study draws on a historical perspective to contextualize the evolution of social media globally, in Africa, and specifically within the Ugandan hospitality industry from 2017 to 2023. Theoretical insights are derived from contemporary works exploring social media engagement, content strategy, and interaction quality, offering a conceptual framework that informs the study's design. The research addresses the problem of the limited understanding of how social media contributes to customer loyalty in the context of Hotel Africana. Through a mixed-methods approach, the study aims to identify the influencing factors, measure their impact, and provide strategic recommendations. The geographical scope is limited to Hotel Africana, justified by its prominence and relevance in the Ugandan hospitality sector. The study's significance extends to the Ministry of ICT, Hotel Africana, customers, researchers, and students, providing insights into effective social media utilization for enhanced brand image and customer loyalty. From the findings, the mean score of 3.75 suggested that well-curated and strategic content positively influenced how customers perceive the hotel and well-crafted content strategy fosters customer loyalty (Mean: 3.78, Stddev: 0.76): The data indicated a strong association between a well-crafted content strategy and customer loyalty. Training staff should ensure high-quality interactions on social media, emphasizing personalization and timeliness.