Year: 2026 | Month: August | Volume: 13 | Issue: 8 | Pages: 550-558
DOI: https://doi.org/10.52403/ijrr.20260857
The Influence of Social Media Content Marketing on Brand Health
Dr. Rahil Yusuf Zai
Associate Professor, Department of Business Management, Indira Gandhi National Tribal University, Amarkantak (M.P.) 484887
ABSTRACT
Social media has changed the way people discover, evaluate, discuss, and remember brands. Brand communication is no longer a message created by a company and delivered to a passive audience. Consumers respond to posts, challenge claims, share experiences, recommend products, and create their own material around brands. This shift has made social media content marketing an important part of contemporary brand management.
This conceptual study examines how social media content marketing may influence brand health through brand awareness, brand image, perceived quality, trust, engagement, loyalty, and advocacy. It draws on customer-based brand equity theory, relationship marketing, consumer engagement theory, and the uses and gratifications perspective. The analysis suggests that content quality alone does not determine brand outcomes. Relevance, authenticity, consistency, credibility, interaction, and the ability to address consumer needs are equally important. Useful and engaging content can strengthen awareness, brand associations, trust, loyalty, and positive word-of-mouth. Repetitive promotion, exaggerated promises, weak customer service, and a gap between online claims and actual performance can produce the opposite effect.
‘The study proposes a framework in which social media content marketing shapes consumer responses, and these responses collectively influence brand health. It concludes by outlining implications for marketers and directions for future empirical research.
Keywords: Social media content marketing, brand health, brand awareness, brand image, brand trust, consumer engagement, brand loyalty, brand equity
[PDF Full Text]