Digital Attention Scarcity in Social Media Marketing: The Moderating Role of Immersive Brand Experience

Abstract

This study investigated the challenge of digital attention scarcity in social media marketing and examined the moderating role of immersive brand experience in shaping consumer engagement. The problem emerged from the increasing saturation of digital content, which limited consumers’ ability to process marketing messages effectively. The objective of the study was to analyze how attention scarcity influenced consumer engagement and to determine whether immersive brand experience could strengthen this relationship. A quantitative research design was employed using survey data collected from 310 active social media users, and the data were analyzed using structural equation modeling. The findings indicated that digital attention scarcity negatively affected consumer engagement; however, immersive brand experience significantly moderated this relationship by enhancing emotional involvement and perceived relevance. The results suggested that immersive and interactive brand strategies could mitigate the adverse effects of limited attention and improve marketing effectiveness. The study concluded that creating meaningful and engaging brand experiences was essential for sustaining consumer attention and fostering deeper engagement in highly competitive digital environments