Authors : EL Mokhtari Soufiane; Ouiddad Smail

Volume/Issue : Volume 10 - 2025, Issue 11 - November

Google Scholar : https://tinyurl.com/vkb6d428

Scribd : https://tinyurl.com/bd3h5tf7

DOI : https://doi.org/10.38124/ijisrt/25nov081

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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 SmartPLS 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.

Keywords : Brand Visual Content, Brand Image, Consumer Engagement, Social Media, Morocco.

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