Abstract:

This study investigates the influence of brand content imagery on consumer engagement within the Moroccan social media landscape. Adopting a quantitative approach based on structural equation modeling (PLS-SEM) using SmartPLS, the research analyzes a conceptual model comprising seven explanatory variables: informativeness, interactivity, emotionality, entertainment, celebrity endorsement, creative integrity, and storytelling. The model’s validation process involved reliability and validity assessments, including convergent and discriminant validity, ensuring the robustness of the constructs.