• Swetha Pothu

Environmental conditions are currently shaped by brands that exist in a universe of data created by every post, comment and share; social media analytics (SMA) is today's common day-to-day tool of the manager. However, the body of research that integrates analytical ability into brand engagement and subsequently to brand outcomes still has a fragmented portfolio of articles related to: brand engagement measurement, content strategy, influencer marketing and text and sentiment analytics, as well as artificial intelligence (AI). These streams are incorporated into this conceptual paper through the indigenously developed synthesis of the recent peer-reviewed research in a purposive, theory-building approach. We suggest a new integrative model that argues that more “wider and deeper” the SMA capability, the higher the quality of insight; insight quality leads to content, context and platform fit; fit leads to engaging behaviors used in consuming, contributing and creating insight; and the value of engaging behaviors correspond to value of brand outcomes. Seven propositions are argued, three of which are moderating conditions, product type, platform and content context and governance and authenticity. The paper makes a contribution by connecting the capability of analytics to the engagement behaviors in a causal chain, by setting out an explanation of why more capable analytics don't guarantee better engagement, and by articulating a research agenda to be explored in the future. Issues regarding management perspectives in the investment of analytics and content planning are discussed.

social media analytics; brand engagement; consumer engagement behavior; sentiment analysis; influencer marketing; artificial intelligence; conceptual framework

"Social Media Analytics and Brand Engagement: A Conceptual Framework", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.13, Issue 10, page no.b440-b446, October-2026, Available :http://www.jetir.org/papers/JETIR2610146.pdf

"Social Media Analytics and Brand Engagement: A Conceptual Framework", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.13, Issue 10, page no. ppb440-b446, October-2026, Available at : http://www.jetir.org/papers/JETIR2610146.pdf