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Enhancing Brand Engagement through Social Presence and Telepresence: A Study of Persuasion Routes in Social Media

Author

Listed:
  • Rumana Siddika Marufa

    (University of Scholars, Bangladesh)

  • Md. Rashed Chowdhury

    (University of Scholars, Bangladesh)

Abstract

Brand engagement now means something quite different from what it did 10 years ago, fueled by the continued rise and rise of social media. This study explores the impact of social and telepresence in brand engagement based on the central and peripheral routes using the ELM model in a Stimulus- Organism-Response (S-O-R) framework. A survey was conducted, with 373 brand interactors on social sites like Facebook, Instagram, and TikTok. Result shows that social presence and telepresence have a strong positive effect on central routes of persuasion and brand engagement, but not peripheral routes. These findings illustrate the role of creating human-like immersive brand experiences to heighten consumerss’ engagement. The findings offer useful implications for marketers in creating successful digital content strategies that cultivate consumer relationships and brand commitment.

Suggested Citation

  • Rumana Siddika Marufa & Md. Rashed Chowdhury, 2025. "Enhancing Brand Engagement through Social Presence and Telepresence: A Study of Persuasion Routes in Social Media," European Journal of Business and Management Research, European Open Science, vol. 10(6), pages 49-58, November.
    • Handle: RePEc:epw:ejbmr0:v:10:y:2025:i:6:id:52834
    DOI: 10.24018/ejbmr.2025.10.6.52834
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