Santos, Zélia de Jesus Calvário Raposo dosGu, Zhengming2025-11-112025-10-28http://hdl.handle.net/10362/190485Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis study examines the impact of consumer engagement in social media brand communities (SMBCs) on museum brand equity. Based on the Consumer-Based Brand Equity (CBBE) framework, the model incorporates brand awareness, perceived quality, and brand loyalty, with consumer engagement in SMBCs conceptualised as a second-order reflective construct comprising seven dimensions: enjoyment, enthusiasm, attention, absorption, learning, sharing, and endorsing. A two-stage reflective model was applied to data from 275 followers of the museum on social media. Results showed that behavioral dimensions, especially sharing and endorsing, play a dominant role in driving engagement with museum social media official pages. Consumer engagement significantly enhances museum awareness and perceived quality, while perceived quality positively predicts museum loyalty. Although the direct effect from awareness to loyalty was limited, an indirect impact via perceived quality was confirmed. The findings highlight the importance of emotional and behavioral participation in strengthening museum–audience relationships through social media.engConsumer EngagementSocial Media Brand CommunityBrand AwarenessPerceived QualityBrand LoyaltyMuseumSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis204074746