Paper Details

Name: Rohini Marwaha
Country: India

Year: 2026
Volume: Volume No: 13, Issue: 1, Year: 2026
Page Number: 7-13
DOI: https://doi.org/10.5281/zenodo.18313307

ABSTRACT
The rapid proliferation of social media platforms has transformed the way businesses interact with consumers, making consumer engagement a central focus of contemporary marketing strategies. Social media marketing enables firms to create interactive, participatory, and relationship-oriented communication, which significantly influences consumer decisionmaking processes. This study examines the impact of consumer engagement in social media marketing on purchase intention. Consumer engagement is conceptualized as a multidimensional construct encompassing cognitive, emotional, and behavioral engagement. Primary data were collected from 250 active social media users through a structured questionnaire. The study employs descriptive statistics, correlation analysis, and regression analysis to examine the proposed relationships. The findings reveal that consumer engagement in social media marketing has a significant positive impact on purchase intention, with emotional and behavioral engagement emerging as the strongest predictors. The study contributes to the growing body of literature on digital marketing and provides practical insights for marketers seeking to enhance consumer purchase intention through effective
social media engagement strategies.

Keywords: Consumer Engagement, Social Media Marketing, Purchase Intention, Digital
Marketing, Consumer Behavior