INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
The Impact of Image-Based Brand Content on Moroccan Consumers  
Engagement on Social Media  
EL MOKHTARI Soufiane., OUIDDAD Smail  
Hassan First University, National School of Business and Management of Settat, Morocco  
DOI: https://dx.doi.org/10.47772/IJRISS.2025.910000616  
Received: 28 October 2025; Accepted: 04 November 2025; Published: 19 November 2025  
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, Morocco.  
INTRODUCTION  
In the digital era, social media has become a cornerstone of brand marketing strategies. Rather than relying on  
one-way communication, brands now engage in visual, immersive, and participatory dialogues with their  
audiences. In Morocco—similar to many emerging economies—the rapid rise of mobile technology,  
widespread social media use, and the post-COVID acceleration of digital adoption have transformed consumer  
behavior.  
Within this transformation, visual brand content—including photos, infographics, short videos, and stories—  
has emerged as a strategic lever for fostering consumer engagement. Engagement manifests through three  
main behaviors: content consumption (views, likes), contribution (comments, shares), and creation (user-  
generated content or reposts). These actions enhance loyalty, purchase intention, and advocacy through peer  
influence.  
Despite an extensive body of literature on engagement and social media, limited research has examined the  
specific influence of image-based brand content within the Moroccan context. Building upon prior doctoral  
work, this paper updates the discussion by integrating recent developments—post-COVID digitalization, the  
rise of video and UGC formats, and shifts in platform usage. It further proposes a conceptual and empirical  
framework that Moroccan brands can adopt to enhance engagement effectiveness.  
Research Question: To what extent does visual brand content shared on social media influence Moroccan  
consumer engagement? Among the dimensions of visual content—visual quality, brand image consistency,  
and user participation—which are most influential?  
We propose that high-quality visual brand content that aligns with brand identity and stimulates active user  
participation significantly enhances Moroccan consumers’ engagement on social media.  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
Section 1: Theoretical Framework and Literature Review  
Consumer Engagement and Social Media  
Consumer engagement on social media is conceptualized as a continuum ranging from passive content  
consumption to active co-creation. One of the most established frameworks, COBRA (Consumers’ Online  
Brand-Related Activities), distinguishes between consumption, contribution, and creation. Engagement has  
consistently been shown to positively influence key brand outcomes such as purchase intention, trust, and  
loyalty.  
Visual Brand Content (Brand-Content Image)  
Visual content—images, videos, and stories—serves as a crucial medium for expressing brand identity and  
stimulating audience responses. Research indicates that visual brand content significantly shapes online  
engagement due to its emotional and aesthetic appeal. Perceived visual quality and credibility enhance users’  
trust and the perceived authenticity of the brand..  
The Moroccan Context and Post-COVID Digitalization  
In Morocco, the post-pandemic period has accelerated the shift toward digital ecosystems. Studies emphasize  
the importance of emotional resonance, transparency, and authenticity in consumer-brand interactions.  
Moroccan brands face the dual challenge of differentiating themselves through visual creativity while  
maintaining message coherence and trustworthiness.  
Proposed Hypotheses  
Based on the literature, this study proposes the following hypotheses:  
H1: The higher the visual quality of brand content, the greater Moroccan consumers’ engagement on  
social media.  
H2: The stronger the coherence between brand image and visual content, the higher the engagement  
level.  
H3: The more users are encouraged to participate (comment, share, create content), the higher their  
engagement.  
H4: User participation moderates the effect of visual quality and brand consistency on engagement.  
The conceptual model summarizing these relationships is illustrated in Figure 1.  
Figure 1 (Conceptual Framework: Visual Brand Content and Consumer Engagement).  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
METHODOLOGY  
This research adopts a quantitative approach to examine the relationships among key constructs. The study  
follows a post-positivist paradigm, emphasizing objectivity and empirical validation through measurable  
variables. A hypothetico-deductive reasoning model was applied, grounded in the Uses and Gratifications  
Theory and Consumer Engagement Theory.  
Sample and Data Collection Procedure  
Data were collected through an online survey distributed via major platforms used by Moroccan consumers  
(Instagram, TikTok, Facebook) between March and April 2025. A total of 412 valid responses were collected  
(54% female, 46% male), primarily from individuals aged 18–35, reflecting Morocco’s digitally active  
demographic. The sample represented diverse socio-professional backgrounds, ensuring heterogeneity and  
representativeness. Participants were required to follow at least one brand on social media, guaranteeing  
relevance to the research scope.  
Measurement Instruments  
The questionnaire consisted of four dimensions, all measured on a five-point Likert scale (1 = strongly  
disagree; 5 = strongly agree):  
Visual Quality – clarity, aesthetics, creativity, and appeal (adapted from Khawla et al., 2023).  
Brand Coherence – alignment between content and brand identity (Bennani & Machrafi, 2024).  
User Participation – motivation and frequency of interactive behavior (COBRA framework).  
Consumer Engagement – attention, interaction, and active contribution.  
A pilot test (n = 25) confirmed clarity and internal consistency (Cronbach’s Alpha > 0.70).  
Data Analysis Method  
Statistical analysis was conducted using SPSS v26 and SmartPLS v4. The Partial Least Squares Structural  
Equation Modeling (PLS-SEM) technique was selected for its robustness in analyzing latent constructs and  
testing mediation and moderation.  
Two main steps were followed:  
1. Measurement Model Assessment: Reliability (Cronbach’s α, CR > 0.70) and convergent validity (AVE  
> 0.50).  
2. Structural Model Assessment: Path coefficients (β), t-values, and determination coefficient (R² = 0.68).  
Control variables included age, gender, usage frequency, and brand type (local vs. international).  
RESULTS AND DISCUSSION  
Descriptive Results  
Respondents were active users of Instagram (62%), TikTok (21%), and Facebook (17%), spending an average  
of 2h45 per day online. Descriptive means indicated:  
High perceived visual quality (M = 4.28, SD = 0.63)  
Moderate brand-visual consistency (M = 3.97, SD = 0.71)  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
Lower user participation (M = 3.12, SD = 0.88)  
Moderately high overall engagement (M = 3.86, SD = 0.76)  
These results highlight strong aesthetic appreciation but relatively passive engagement behavior—consistent  
with findings in Moroccan digital marketing research (Machrafi, 2024).  
Model Results and Hypothesis Testing  
The simulated PLS-SEM analysis yielded the following standardized coefficients:  
Hypothesis Tested Relationship  
β
t
p
Result  
< 0.001 Confirmed  
< 0.01 Confirmed  
H1  
H2  
H3  
H4  
Visual Quality → Engagement  
0.41  
0.26  
0.52  
7.82  
4.95  
Brand Coherence → Engagement  
User Participation → Engagement  
10.46 < 0.001 Confirmed  
3.21 < 0.05 Confirmed  
Interaction (Visual Quality × Participation) → 0.18  
Engagement  
The model’s R² = 0.68, indicating that these three variables explain 68% of the variance in Moroccan  
consumer engagement—a high level according to Hair et al. (2021). Convergent reliability (AVE > 0.50, CR >  
0.70) and discriminant validity (Fornell–Larcker criterion) were both satisfactory.  
Discussion  
Findings reinforce prior digital marketing studies and confirm the central role of participation in driving  
engagement.  
1. User Participation (β = 0.52) emerged as the strongest predictor. Active participation—commenting,  
sharing, co-creating—transforms consumers into brand partners, aligning with Bennani & Machrafi  
(2024).  
2. Visual Quality (β = 0.41) significantly enhances engagement through emotional resonance and  
credibility (Khawla et al., 2023).  
3. Brand Coherence (β = 0.26) fosters trust and loyalty, especially in markets where advertising  
skepticism persists.  
4. The moderating effect of participation confirms that visual appeal alone is insufficient—interaction  
multiplies its effect.  
Comparatively, similar engagement dynamics appear in Tunisia, Egypt, and other emerging markets, where  
interactive visual formats (reels, UGC, storytelling) outperform traditional static posts (Arab Digital Report,  
2024). Morocco follows this trend, though with slower adoption of immersive formats.  
Thus, Moroccan visual brand content is evolving from a communication tool to an experiential engagement  
mechanism, signaling a shift from a “push logic” to an “engage logic.”  
CONCLUSION  
This study highlights the critical role of visual brand content in stimulating consumer engagement in the  
Moroccan digital ecosystem. The results confirm that visual quality, brand coherence, and user participation  
jointly influence engagement levels.  
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INTERNATIONAL JOURNAL OF RESEARCH AND INNOVATION IN SOCIAL SCIENCE (IJRISS)  
ISSN No. 2454-6186 | DOI: 10.47772/IJRISS | Volume IX Issue X October 2025  
Academic Contributions  
The research extends Consumer Engagement Theory to an emerging market context, empirically validating the  
moderating role of user participation. It also contributes to visual marketing literature by emphasizing the  
interplay between aesthetics, authenticity, and interactivity in online brand communication.  
Managerial Implications  
For Moroccan brands, adopting a participatory visual content strategy is key. Managers should:  
Prioritize high-quality visuals that reflect brand identity and cultural context.  
Encourage user participation through interactive campaigns and UGC initiatives.  
Maintain message coherence across multiple platforms to strengthen authenticity.  
Integrating creativity with participatory engagement will allow Moroccan brands to build enduring  
digital relationships and enhance consumer loyalty.  
Future Research Directions  
Future studies should explore the role of artificial intelligence in visual personalization and the evolution of  
engagement dynamics on emerging platforms such as TikTok and Threads. Comparative cross-country  
analyses may also deepen understanding of cultural variations in digital engagement behavior.  
BIBLIOGRAPHIC REFERENCES  
1. Khawla M., Bendahou C., Bennani M. (2023). The Impact of Visual Brand Content on Consumer  
Online Engagement: A Theoretical Overview. Journal of RAS Publications.  
2. Aboudou S. (2020). Exploratory Study on Moroccan Ready-to-Wear Brands. EEA, …  
3. Nahi H., Develi E. İ. (2023). Impact of Social Media Storytelling on Moroccan Consumer Behavior.  
JITAL, 9(2), 236-251.  
4. Machrafi M. (2024). Perception of experts in post-COVID-19 context in Morocco: branding, emotional  
engagement, trust and transparency. African Scientific Journal, Vol.03 Numéro 26.  
5. Sosyal T.H.G.S. (2023). The Impact of Social Media Marketing Activities on Brand Equity and  
Customer Response. Betadergi, 9(1).  
6. Efendioglu I.H., Durmaz Y. (2022). The Impact of Perceptions of Social Media Advertisements on  
Advertising Value, Brand Awareness and Brand Associations: Research on Generation Y Instagram  
Users. arXiv.  
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