Abstract Social media platforms (SMPs) have emerged as pivotal mechanisms in shaping consumer–brand relationships; however, the majority of theoretical frameworks explaining digital consumer behaviour are derived from Western, individualistic contexts. Such models frequently overlook the collectivist, multilingual, and trust-oriented characteristics that define emerging economies such as Sri Lanka. To address this gap, the present study examines the influence of SMPs on consumer behaviour (CB), brand perception (BP), and engagement with marketing content (EMC) within Sri Lanka’s socio-cultural environment. Employing a cross-sectional survey design, data were collected from 435 active social media users across six provinces, thereby ensuring representation from urban, semi-urban, and rural populations. Measurement reliability was confirmed through Cronbach’s α, composite reliability, and average variance extracted. Structural Equation Modelling (SEM) was subsequently conducted using AMOS, with results indicating acceptable model fit (χ²/df = 3.12; CFI = .951; TLI = .936; RMSEA = .043; SRMR = .050). The model explained 52% of the variance in CB, 66% in BP, and 81% in EMC. Findings revealed that SMPs significantly predicted CB and EMC but exerted a significant negative effect on BP. Moreover, BP demonstrated a very strong influence on CB and a positive effect on EMC, while CB robustly predicted EMC. Mediation analysis further confirmed that BP and CB sequentially transmitted the majority of the SMP → EMC effect. The unexpected negative relationship between SMPs and BP highlights the risks of implementing culturally incongruent digital strategies. This study advances global marketing theory by introducing collectivist gratifications and collective self-congruity as critical mechanisms in South Asian contexts. It contributes theoretical refinements while offering practical guidance for managers in designing culturally aligned, trust-driven digital engagement strategies.
Namra Fazal (Wed,) studied this question.