Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Roy, Rumpa; Rane, Sagar Ramesh; Komatiguntala, Dhanalakshmi; Sontineni, Ramesh Babu; Balakrishnan, Srinivasan Moharkonda; Bommisetti, Ravi Kumar Title A name given to the resource Evaluating social media content's effect on consumer engagement in the context of digital marketing Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Edelweiss Applied Science and Technology;Volume;9;Issue;6;pp.521-536 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.55214/25768484.v9i6.7828" target="_blank" rel="noreferrer noopener">https://doi.org/10.55214/25768484.v9i6.7828</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105007992253?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105007992253?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Roy R., Gulf University, Administrative Science Department, College of Administrative and Financial Science, Gulf University, Sanad, 26489, Bahrain; Rane S.R., Department of Computer Engineering, Army Institute of Technology, Dighi Hills, Alandi Road, Pune, 411015, India; Komatiguntala D., School of Business and Management, Christ University-Yeswanthpur Campus, Bangalore, India; Sontineni R.B., Department of MBA, KL Business School, Koneru Lakshmaiah Education Foundation, Guntur, 522302, India; Balakrishnan S.M., School of Business and Management CHRIST (Deemed to be University), Bangalore, India; Bommisetti R.K., Andhra Pradesh, India Description An account of the resource The advancement of social media platforms in promoting consumer participation in brand development and sustainable consumption has been substantial. Social media's popularity has increased significantly in the twenty-first century. To enhance sales performance, enterprises consistently seek novel strategies to integrate these platforms into their promotional initiatives. Social media functions as a platform for networking and communication; consequently, organizations must imbue their brands with personality to connect with consumers. Despite extensive academic research on corporate social media marketing techniques, the influence of these activities on consumer purchase choices remains largely unexplored. Organizations have recently embraced influencer marketing as a tactic to promote and publicize their content by leveraging the support of influential individuals. The growing frequency of product endorsements on social media highlights the importance of understanding the impact that these influencers have on customers. This research aims to analyze the influence of social media content and its characteristics on consumer engagement in the digital domain. Additionally, this study will serve as a foundation for future investigations in this area. The insights regarding the content elements of social media marketing that foster consumer engagement were contributed by seventy-five unique social media users. 2025 by the authors; licensee Learning Gate. Subject The topic of the resource Costs and metrics; Customer engagement; Customer experience; Customer reviews; Social media influence; Social media platforms Publisher An entity responsible for making the resource available Learning Gate Relation A related resource ISSN: 25768484; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access Format The file format, physical medium, or dimensions of the resource online