The Impact of Image-Based Brand Content on Moroccan Consumers Engagement on Social Media

Abstract

This article examines the influence of brand visual content—particularly images disseminated through social media—on Moroccan consumer engagement. Using a hypothetico-deductive approach grounded in the Uses and Gratifications Theory and the Consumer Engagement Theory, a quantitative survey was conducted among 420 Moroccan social media users across major platforms (Instagram, Facebook, and TikTok). Data were analyzed using Smart PLS 4 through the Partial Least Squares Structural Equation Modeling (PLS-SEM) method.
The findings reveal that visual quality, authenticity, interactivity, and storytelling of brand content have a significant positive impact on the three dimensions of engagement: consumption, contribution, and creation. The study suggests that brands operating in Morocco should adopt a coherent, emotionally engaging, and participatory visual content strategy to strengthen consumer–brand relationships in the post-COVID digital environment.