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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
Crossref DOI: Available
ISO Certification: 9001:2015
Publication Fee: 599/- INR
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

SOCIAL MEDIA BRAND MODELING: A PREDICTIVE STUDY ON CONSUMER ENGAGEMENT

M.DILIP MURTHY

DR.A.CHIRANJEEVI

School of Commerce and Managemant Mohan Babu University
DOI:https://doi.org/10.55041/ijcope.v2i5.083

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Plagiarism Passed Peer Reviewed Open Access

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Abstract

The proliferation of social media platforms has fundamentally transformed the landscape of brand-consumer interactions, necessitating sophisticated approaches to understand and predict consumer engagement. This research investigates the determinants of consumer engagement with brand communications on social media platforms, employing a predictive modeling framework that integrates behavioral, psychological, and technological factors. Drawing upon the stimulus-organism-response (S-O-R) paradigm and the uses and gratifications theory, this study develops a comprehensive model for predicting consumer engagement outcomes across multiple social media platforms.  The predictive model achieves an accuracy of 78.3% in forecasting high-engagement content, offering practical utility for brand managers. Platform-specific variations were observed, with visual-centric platforms demonstrating stronger effects of aesthetic appeal while text-based platforms showed greater sensitivity to informational value. The research contributes to both theoretical understanding and practical application by providing a validated predictive framework that enables brands to optimize their social media strategies for enhanced consumer engagement.

Keywords: Social media marketing, consumer engagement, brand modeling, predictive analytics, digital brand communication

How to Cite this Paper

MURTHY, M. (2026). Social Media Brand Modeling: A Predictive Study on Consumer Engagement. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.083

MURTHY, M.DILIP. "Social Media Brand Modeling: A Predictive Study on Consumer Engagement." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.083.

MURTHY, M.DILIP. "Social Media Brand Modeling: A Predictive Study on Consumer Engagement." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.083.

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  • •Published on: May 05 2026
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