Abstract

Despite the rapid proliferation of social commerce, limited empirical attention has been directed towards understanding how marketer-generated content (MGC) shapes consumer digital engagement through consumer perceived behaviour—particularly in conflict-affected emerging economies characterised by constrained digital infrastructure. This study addresses this gap by developing and testing an integrated mediation model in which MGC influences consumer digital engagement (CDE) both directly and indirectly through consumer perceived behaviour (CPB) as a mediating mechanism. Grounded in the consumer engagement theory, signalling theory, and social influence theory, the study employs a quantitative, cross-sectional design using Partial Least Squares Structural Equation Modelling (PLS-SEM) via Smart-PLS 4.0, drawing on data collected from 234 Palestinian SMEs actively engaged in social commerce activities. Empirical findings confirm that MGC is positively associated with both consumer perceived behaviour (H1: β = 0.440, p < 0.001) and consumer digital engagement (H2: β = 0.293, p < 0.001), while consumer perceived behaviour shows a significant positive association with digital engagement (H3: β = 0.429, p < 0.001). Critically, consumer perceived behaviour emerged as a significant partial mediator of the MGC–digital engagement relationship (H4), with the model explaining 38.0% of the variance in digital engagement. Theoretically, this study advances the consumer engagement literature by uncovering the pathway through which MGC translates into sustained digital engagement on social commerce platforms—a pathway previously unexamined in conflict-affected emerging market contexts. Empirically, the study contributes rare evidence from Palestine, positioning this digitally constrained economy as a meaningful frontier for social commerce and digital inclusion scholarship. Practically, the findings offer actionable guidance for resource-constrained SMEs seeking to optimise MGC strategies to enhance social commerce engagement and commercial conversion.

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