Impact of Social Media Content on Brand Engagement and Purchase Intentions

Hargrove Asia

Co-Presenters: Kristal Resende, Jordan Lukowiak, Christian Pareja

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Singh, Shweta  

Abstract:

Brand engagement on social media plays a significant role in shaping how consumers interact with brands and make purchasing decisions. As digital platforms such as Instagram, TikTok, X, Facebook, and LinkedIn continue to grow, organizations increasingly rely on online content to connect with their audiences. However, not all social media content generates the same level of engagement. Factors such as content type, platform characteristics, emotional appeal, and message source can strongly influence how users respond to brand messaging.The purpose of this study is to examine how different types of social media content, platforms, and influencers affect consumer brand engagement and purchase intention. By identifying which strategies are most effective, this research aims to provide insight into how brands can better reach and resonate with their target markets.This study will use mixed methods of design through a structured survey. The survey will include closed-ended questions, such as multiple-choice and Likert-scale items, to measure participants’ attitudes and behaviors. A convenience sampling method will be used, and the survey will be distributed electronically. The collected data will be analyzed using descriptive statistics to identify patterns and relationships among key variables.Overall, this research highlights the importance of data-driven strategies in social media marketing. By analyzing both successful and unsuccessful tactics, the findings will provide practical insights for organizations seeking to strengthen consumer relationships and improve engagement in an increasingly competitive digital environment.Keywords: Social Media, Brand Engagement, Influence, Purchase Intention