International Journal of Research and Innovation in Social Science (IJRISS)
The Impact of Image-Based Brand Content on Moroccan Consumers Engagement on Social Media
Published November 19, 2025 • Vol. 9, Issue 10, pp. 7565–7569Open Access
DOI: 10.47772/IJRISS.2025.910000616
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 Smart PLS 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
| Journal | International Journal of Research and Innovation in Social Science (IJRISS) |
|---|---|
| ISSN | 2454-6186 |
| Volume / Issue | Volume 9, Issue 10 |
| Pages | 7565–7569 |
| Publication date | November 19, 2025 |
| DOI | 10.47772/IJRISS.2025.910000616 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
EL MOKHTARI Soufiane, & OUIDDAD Smail (2025). The Impact of Image-Based Brand Content on Moroccan Consumers Engagement on Social Media. International Journal of Research and Innovation in Social Science (IJRISS), 9(10), 7565-7569. https://doi.org/10.47772/IJRISS.2025.910000616
BibTeX
@article{EL2025,
title = {The Impact of Image-Based Brand Content on Moroccan Consumers Engagement on Social Media},
author = {EL MOKHTARI Soufiane and OUIDDAD Smail},
journal = {International Journal of Research and Innovation in Social Science (IJRISS)},
volume = {9},
number = {10},
pages = {7565--7569},
year = {2025},
doi = {10.47772/IJRISS.2025.910000616},
publisher = {RSIS International}
}