<![CDATA[Purpose – This study aims to analyze the effects of brand-generated content and social media engagement on purchase intention through the mediating role of consumer trust in the virtual office industry. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. The population consisted of social media users who had been exposed to Graha Office Surabaya content. A total of 372 respondents were selected using a purposive sampling technique. Data were collected through an online questionnaire and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Findings – The results indicate that brand-generated content and social media engagement have positive effects on consumer trust. Social media engagement and consumer trust also positively influence purchase intention, and brand-generated content has a positive effect on purchase intention. Furthermore, consumer trust significantly mediates the effects of brand-generated content and social media engagement on purchase intention, demonstrating its crucial role in converting social media activities into consumer purchase decisions. Originality/Value – This study contributes to digital marketing and consumer behavior literature by examining the mediating role of consumer trust in the relationship between social media marketing activities and purchase intention within the virtual office industry, a context that remains underexplored. The findings provide practical insights for companies by emphasizing the importance of developing credible content and meaningful social media interactions to strengthen consumer trust and improve purchase intention.]]>
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