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Dark Social (DS), referring to content sharing via private, untraceable channels such as WhatsApp and Instagram Direct, poses challenges for attribution but also offers unique marketing opportunities. Although DS is increasingly integral to digital communication, its impact on User Engagement (UE) remains underexplored. This study examines how DS affects UE in digital marketing. Data were collected through a structured questionnaire from 306 social media users, primarily students and professionals aged 18 to 35. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used for analysis. The results demonstrate DS’s significant influence on UE and highlight its potential as a strategic tool for marketers. User Generated Content (UGC) stands out as an important mediator, partially explaining the relationship between DS and UE. Additionally, Brand Advocacy (BA), defined as voluntary endorsement by users, and Social Proof (SP), the inclination to align with others’ actions or opinions, emerge as further mediating mechanisms that enhance engagement. The study offers practical recommendations for increasing UGC, nurturing brand advocates, and leveraging social proof within phased engagement campaigns. These findings contribute to academic understanding and inform industry strategies by clarifying how DS, along with UGC, BA, and SP, collectively shape user engagement in contemporary digital marketing.
Sharma et al. (Tue,) studied this question.