Building Social Media Brand Engagement: The Role of Content Quality, Source Credibility, and Customer-Based Brand Equity

Drawn upon the Elaboration Likelihood Model (ELM) and Social Identity Theory (SIT), this research aims to find interrelatedness between social media brand engagement (SMBE) and customer-based brand equity (CBBE), which is inconclusive in the literature. It examines the mediating role of CBBE between content quality and source credibility of FGC and UGC and SMBE. The results revealed that only the content quality of FGC influences SMBE, CBBE fully mediated the relationship between the content quality (FGC and UGC) and SMBE, while partial mediation occurs between the source credibility of FGC and SMBE. Suggesting that building brand equity through social media communication would lead to deeper engagement rather than creating engagement to enhance brand equity. Practical implications for managers to create enduring social media brand engagement. This research contributes to the fully mediating role of customer-based brand equity in the relationship between the content quality of (FGC and UGC) and SMBE, indicating that building strong brand equity through social media communication fosters deeper connections and enduring engagement with the brand on social media. The findings imply that brand managers deliver content on social media that meets high-quality standards for building CBBE.