The Impact of Social Media Marketing on Customer Brand Engagement among Jordanian Consumers

Social media has changed the way businesses connect with customers and create meaningful relationships with their customers. The purpose of this study is to analyze the effect of social media marketing on the customer brand engagement on Jordanian consumers and identify its effects on the three elements of interactivity, informativeness, and entertainment. The method used was quantitative research and structured questionnaire was used to collect data from the Jordanian consumers. The data obtained were analyses by Partial Least Square Structural Equation Modeling (PLS-SEM) to evaluate the measurement model, structural model and test the proposed hypotheses. The measurement model had acceptable levels of reliability, convergent validity and discriminant validity. The model results showed that all three dimensions of SMM are positive and statistically significant in explaining the Customer Brand Engagement. Specifically, interactivity had the strongest positive effect on customer brand engagement (β = 0.419, t = 15.816, p < 0.001), followed by entertainment (β = 0.372, t = 12.944, p < 0.001) and informativeness (β = 0.300, t = 9.843, p < 0.001). Moreover, the model was found to have a high level of explanatory power (R² = 0.753) and determine 75.3% of the variance of customer brand engagement. The results point to the need for creating interactive, fun, and informative social media marketing strategies to enhance the interaction between consumers and brands. The research offers both theoretical and practical implications for researchers and marketing practitioners interested in improving customer–brand relationships in the Jordanian digital environment.