Journal of African Development

This study seeks to investigate the determinants influencing customer involvement with brand sites on social media in the Indian setting. Primary data were gathered from 272 respondents living in Prayagraj via a standardized questionnaire. The study utilizes statistical methods, including Exploratory Factor Analysis (EFA) and multiple regression analysis, to ascertain and assess the principal factors influencing participation.

The results show that Indian consumers mostly interact with brand content to get knowledge, rewards, and a sense of belonging to a community. Moreover, Social Media Dependency (SMD), Parasocial Interaction (PSI), and Community Identification (CI) are identified as having a substantial favourable impact on engagement behaviour. The research enhances the current literature by situating global consumer engagement theories inside a developing economy and offers practical recommendations for digital marketers aiming to improve engagement methods.