Determinants of Brand Engagement on Social Media

Jonathan Touhill

Co-Presenters: Jason Chesnowski, Laticia Gray, Quintin Rossouw, Andrew Tucker

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Singh, Shweta  

Abstract:

Brand engagement on social media has become an important focus for marketers as brands increasingly rely on digital platforms to communicate with consumers. Engagement reflects how actively users interact with brand content and plays a key role in building relationships, increasing visibility, and influencing consumer behavior. However, not all content performs equally, and engagement levels often vary depending on content type, platform, and posting strategy. The objective of this study is to examine the factors that drive brand engagement on social media and to better understand how content characteristics, platform differences, and brand practices shape consumer interaction.This study uses a structured review and synthesis of recent academic research on social media brand engagement to identify the research objectives for this study. Data will be collected through a survey that will be created and sent out to consumers. Engagement is examined through common interaction behaviors such as likes, comments, shares, and replies, allowing for comparison across platforms and audiences without focusing on a single brand or dataset. This research will clarify how brands can improve engagement outcomes on social media and provides a foundation for future studies examining specific demographics or platform-based strategies.KeywordsBrand Engagement, Social Media Marketing, Content Strategy, Consumer Interaction, Digital Platforms and Customer Expertise