V3I7P50

The Role of Consumer Engagement in the Relationship Between Social Media Marketing and Brand Awareness

R. Sumanth^1*, Dr. Pankajakshi R²

Abstract

The rapid growth of digital technologies has transformed the way businesses communicate with consumers, making social media marketing an essential component of modern marketing strategies. This study examines the Role of Consumer Engagement in the Relationship Between Social Media Marketing and Brand Awareness. The study adopts a descriptive and exploratory research design using a secondary data approach. Relevant literature published between 2009 and 2025 was collected from reputable academic databases, including Scopus, Web of Science, ScienceDirect, SpringerLink, Emerald Insight, Wiley Online Library, Taylor & Francis Online, SAGE Journals, and Google Scholar. A purposive sampling technique was employed to select high-quality peer-reviewed articles, and the collected studies were analysed using qualitative content analysis and narrative synthesis. The findings reveal that social media marketing positively influences brand awareness by enhancing consumer interactions, improving brand visibility, and strengthening customer relationships. The review further indicates that consumer engagement, reflected through likes, comments, shares, reviews, and online participation, plays a significant mediating role in translating social media marketing efforts into higher brand awareness. Organizations that create informative, interactive, and engaging content are more likely to achieve stronger brand recognition, customer trust, and long-term brand equity. The study concludes that effective social media marketing strategies supported by active consumer engagement are essential for building sustainable competitive advantage in the digital marketplace. The findings provide useful insights for marketers, business managers, and researchers in designing effective digital marketing strategies. Future research may validate the proposed conceptual relationships using primary data and advanced statistical techniques across different industries and geographical contexts.

Keywords:

Social Media Marketing, Brand Awareness, Consumer Engagement, Brand Equity, Digital Marketing