Impact of Social Media Brand Engagement: Investigating the Influence of Consumer Brand Knowledge, Social Pressure, and Brand Trust in the Western Province of Sri Lanka

Abstract

"This study aimed to assess how interactions with social media brands impact the brand knowledge, trust, and social pressure experienced by consumers in Sri Lanka. It delved into various aspects and theoretical perspectives surrounding the independent, mediator, and dependent variables, employing a range of theories and frameworks. By addressing a research gap, it shed light on the intricate dynamics of consumer brand knowledge, social pressure, and brand trust within social media interactions. Theoretical models such as Brand Knowledge, Theory of Reasoned Action (TRA), Brand Engagement Model, and Trust-Commitment Theory provided valuable insights into consumer behavior and brand interactions. Sampling techniques including simple random, proportionate, and stratified sampling ensured an unbiased representation in the research. These frameworks and methodologies offered essential guidance for marketers seeking to comprehend and engage with consumers effectively in the digital realm, equipping them with strategies to foster enduring relationships and maintain a competitive advantage. The study employed deductive techniques and a positivist philosophy to test hypotheses. Data collection utilized a randomly distributed questionnaire, garnering 307 valid responses. Quantitative analyses conducted using SPSS software encompassed normality tests, correlation and regression analyses, and hypothesis testing. Through mediation analysis employing Sobel's test, the study revealed that brand trust significantly mediates the relationship between social pressure, brand engagement, and consumer brand knowledge."