EXPLORING BRAND EXPERIENTIAL SATISFACTION THROUGH CONSUMER BRAND ENGAGEMENT: A QUANTITATIVE ANALYSIS IN THE BEAUTY SECTOR

Abstract

This study explores the impact of Consumer Brand Engagement (CBE) on Brand Experiential Satisfaction (BES) in the beauty sector in Pakistan, focusing on the role of social media engagement. The rise of online shopping in the beauty industry has been driven by increased consumer interaction on platforms like Instagram and Facebook. Brands now rely heavily on social media strategies to build consumer trust and improve brand perception. Using a quantitative research design, data were collected from 334 respondents through a structured questionnaire based on a five-point Likert scale. Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) were conducted using AMOS 22.0 and SPSS 25.0 to validate the measurement and structural models. The results confirmed that CBE positively influences BES (β = 0.78, p < 0.001), and social media engagement strengthens this relationship (β = 0.66, p < 0.001). High levels of consumer interaction, including likes, comments, and shares, create emotional connections and enhance brand satisfaction. Furthermore, influencer marketing and direct brand communication emerged as significant factors in building brand trust and loyalty. The study concludes that brands should focus on creating interactive and personalized content, leveraging influencer partnerships, and maintaining consistent brand communication to enhance consumer engagement and satisfaction. These findings offer valuable insights for beauty brands seeking to strengthen consumer relationships and improve market competitiveness in the digital age.

Keywords: Consumer Brand Engagement, Brand Experiential Satisfaction, Social Media Engagement, Influencer Marketing, Beauty Industry, Pakistan.