The Influence of Social Media Marketing Elements on Consumer Brand Engagement and Its Impact on Brand Awareness and Brand Image

Social media marketing is a powerful tool for businesses to engage with consumers and build brand awareness and image. This study investigates the impact of social media marketing elements, namely entertainment, customization, interaction, EWOM, and trends, on consumer brand engagement and brand awareness in the smartphone industry. An online survey used to collect data from 185 experienced social media users finds that customization, interaction, EWOM, and trendy content are the critical social media marketing elements that influence consumer brand engagement, which leads to increased brand awareness and brand image. The findings can help marketers develop more effective social media marketing campaigns to enhance consumer brand engagement, brand awareness, and brand image.