In today’s digital age, social media’s vast reach and direct consumer interactions make it pivotal for marketers. However, research linking specific social media marketing (SMM) elements to brand-related outcomes remains limited. This study, grounded in the Stimulus-Organism-Response model and Uses and Gratification Theory, explores how SMM elements impact consumer–brand engagement (CBE) across cognitive, affective, and behavioral dimensions, considering varying consumer trust levels. The study also proposes a relationship between CBE and brand equity, offering theoretical and practical insights to enhance brand value through effective social media strategies.

Social media marketing, brand equity, consumer–brand engagement, SMM, brand management

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