Analysing the Relationship Between Social Content Marketing and Digital Consumer Engagement of Cosmetic Stores

The investigation focuses on how social content marketing techniques affect digital consumer engagement in Jordan's cosmetic retail industry. The goal is to investigate how cosmetic retailers’ content provided on social media platforms affects digital consumer engagement indicators that involve likes, shares, comments, and total brand interaction. A quantitative technique is used to collect data from a sample of Jordanian cosmetic retailers using questionnaires and social media analytics. Surveys are distributed to 437 customers to determine their opinions of the usefulness of social content in increasing engagement with cosmetic businesses. The obtained data is examined using structural equation modeling (SEM). The study's findings shed light on the success of Jordanian cosmetic businesses’ social content marketing methods, as well as their impact on digital customer interaction. The findings emphasize the sorts of material that are most popular with consumers, in addition to the elements that drive consumer involvement on social media platforms. This study adds to the current literature by presenting empirical data on the impact of social content marketing on digital consumer engagement in Jordan's cosmetic retail industry. Understanding how social content drives customer behavior and engagement allows cosmetic retailers to create more successful marketing strategies that connect with their target demographic while also driving brand loyalty and advocacy.