Analysing The Role Of Social Media In Shaping Brand Narratives And Consumer Engagement

Abstract

This study analyses the role of social media in shaping brand narratives and consumer engagement. The study was guided by three key objectives: to explore how social media platform user-generated content (UGC) encourages the construction and development of brand stories, to explore ways in which consumers cognitively and emotionally engage with brand-related UGC and influencer content on social media, and to compare differences in brand narrative interpretation and engagement strategies across different generational cohorts. The research applied a qualitative interpretative paradigm and a multiple-case study approach to investigate the impact of social media on brand narratives and engagement. The interviews were conducted with 15 intentionally selected individuals consisting of both users and brand experts using validated, piloted semistructured guides. The data analysis was done through content analysis using NVivo, while the trustworthiness was guaranteed through reflexivity, credibility, dependability, and ethical measures. The findings reveal that the processes of authenticity, co-creation, and the emotional– cognitive engagement significantly affect the interpretation. The dynamics of the platform are also accompanied by the construction of stories. The study found variations across generational cohorts. Gen Z likes unspontaneous, interactive content, while Millennials like curated, informative narratives. Brands are adapting the storytelling styles quite strategically to coincide with these audience preferences. In conclusion, meaning is not created in isolation but through collective perception. Consequently, brands can strengthen their authenticity by partnering with credible influencers who genuinely engage with their products.