Digital Content Marketing, Consumer Trust, and Digital Engagement on Social Commerce Platforms: Effects on Brand Attitude in Iraq’s Hospitality Sector

Digital Content Marketing (DCM) has become a key tool for brands to influence Brand Attitude on social commerce platforms, but its impact on consumer perception remains poorly understood in the emerging market context of the hospitality industry. Based on the theory of Uses and Gratifications (U&G), this study aims to explore the direct and indirect impact of DCM on Brand Attitude, with Consumer Trust and Digital Engagement playing mediating roles among social commerce consumers in Iraq. A quantitative cross-sectional design was employed, with 386 respondents obtained using the social media distribution of a self-administered online questionnaire. Partial Least Squares Structural Equation Modelling (PLS-SEM) was used in Smart PLS 4.0 to analyse the proposed model. All eight hypotheses were supported. Consumer Trust (β = 0.487) and Digital Engagement (β = 0.361) were both positively influenced by DCM, and both mediators had significant positive effects on Brand Attitude (β = 0.394 and β = 0.286, respectively). The total indirect effect of DCM on Brand Attitude (β = 0.351) was significantly larger than the direct effect (β = 0.187), supporting the strength of mediated effects. Serial mediation through Trust and then Engagement was also confirmed. These findings extend the application of U&G theory within an Iraqi social commerce context and offer evidence-based implications for hospitality brands designing content strategies on digital platforms. The findings are only applicable within the context of Iraq and the non-probability sample studied.