Leveraging Social Media Marketing to Drive Consumer Engagement in Quick Commerce Platforms

Abstract

This study explores the role of social media marketing (SMM) activities in driving consumer engagement on quick commerce platforms and influencing role of consumer engagement in quick commerce platforms on behavioural outcomes. This study adopted a qualitative, conceptual approach grounded in the Stimulus–Organism–Response (S–O–R) framework. The study identifies six key SMM activities, such as personalisation, informativeness, interactivity, trendiness, word-of-mouth (WoM), and entertainment, as critical stimuli influencing consumer engagement responses. The findings reveal that these activities enhance customer satisfaction, loyalty, and advocacy by stimulating emotional and cognitive engagement. The study emphasizes the need for quick commerce platforms to integrate personalized, interactive, and trend-driven social media strategies to sustain long-term engagement and competitiveness. The insights contribute to both theory and practice by contextualizing the S–O–R model within the emerging quick commerce ecosystem and highlighting consumer engagement.