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News media brands are fighting for consumer engagement and revenue gains in an extremely competitive environment. The present study highlights the combined role of entertainment and social interaction (SI) as a critical condition associated with stronger positive effects on consumer brand engagement (CBE) and purchase intention (PI) of news content. To do so, an online survey took place in two diverse cultural contexts, the USA and India. The results reveal a moderated mediation model, showing that consumers with stronger SI motive and greater appreciation for SI features derive greater satisfaction from entertainment. This heightened satisfaction, in turn, enhances their engagement with the brand and their intention to purchase content from the news media brand.
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Riskos et al. (2026) studied this question.
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