The impact of social media marketing on consumer brand engagement in the Moroccan banking sector

THE IMPACT OF SOCIAL MEDIA MARKETING ON CONSUMER BRAND ENGAGEMENT IN THE MOROCCAN BANKING SECTOR Social media marketing (SMM) has transformed how businesses interact with consumers, especially in the banking sector, where digital engagement has become a key competitive advantage. This study explores the impact of SMM strategies on consumer brand engagement (CBE) within the Moroccan banking sector. Specifically, it investigates how five key SMM elements, customization, entertainment, interaction, word-of-mouth (WOM), and trendiness affect consumer engagement with banking brands. Additionally, it examines the moderating effects of demographic factors such as age, gender, education, income, and social media usage on consumer responses to these SMM strategies. Incorporating frameworks such as the Technology Acceptance Model (TAM) and Customer Relationship Management (CRM) theory provides valuable insights into how consumers build relationships with brands in the digital banking environment. This theoretical lens helps explain how consumers' perceptions of social media content influence their engagement and loyalty to banking brands. A quantitative research approach was used, employing an online survey to collect data from Moroccan banking consumers. Structural Equation Modeling (SEM) was applied to analyze the relationships between the SMM dimensions and consumer brand engagement. The findings indicate that interaction, entertainment, and customization are the most influential factors in fostering engagement. Consumers who perceive social media content as personalized and engaging are more likely to develop stronger emotional and behavioral connections with banking brands. Furthermore, demographic factors significantly moderate the effectiveness of SMM strategies, with different consumer segments exhibiting varying levels of engagement. These findings offer key managerial insights for the Moroccan banking sector. To enhance consumer engagement, banks should focus on creating interactive, personalized content and leverage strategies like influencer marketing and user-generated content. Segmenting consumers based on demographic characteristics will help tailor SMM campaigns, thereby maximizing their impact. By aligning social media marketing strategies with consumer preferences and expectations, Moroccan banks can improve brand loyalty, trust, and long-term engagement in an increasingly competitive digital landscape. This study contributes to the growing body of literature on digital marketing and offers a framework for future research on the role of SMM in the financial services industry. Keywords: Social Media Marketing, Consumer Brand Engagement, Moroccan Banking Sector, Digital Marketing, Demographic Factors, Structural Equation Modeling