EVALUATING THE EFFECTIVENESS OF SOCIAL MEDIA STRATEGIES IN BRAND PROMOTION AND CUSTOMER ENGAGEMENT: A CONSUMER BEHAVIOR PERSPECTIVE

DOI: https://doi.org/10.5281/zenodo.21478135

GOWSIKHA M, Dr. N. MAHESWARI

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Keywords:

Brand engagement, social media A intention, digital marketing, consumer behaviour, mediation analysis, social media marketing.

Abstract:

This study examines the mediating role of brand engagement in the relationship between social media interaction and purchase intention. Using a quantitative approach, the research reveals that while social media interaction has a direct effect (B=0.28, p=0.002) on purchase intention, its primary influence operates through brand engagement, accounting for 55.5% of the total effect (B=0.35, p<0.001). The findings highlight that meaningful consumer-brand interactions on social media foster emotional connections, which in turn drive purchase decisions. The study provides practical insights for marketers, emphasizing the need for engagement-focused social media strategies that strengthen brand relationships and enhance purchase intent.

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