<![CDATA[This study examines how digital content quality and social media engagement shape brand awareness among Indonesian casual and streetwear fashion MSMEs, positioning brand positioning as an intervening (mediating) mechanism that channels these effects for Generation Z consumers. Using a cross-sectional online survey, data were collected from 150 respondents and analyzed with partial least squares structural equation modeling (PLS-SEM, SmartPLS 4). The model demonstrated an acceptable approximate fit (SRMR = 0.059) and explained 59.2% of the variance in brand positioning and 72.8% in brand awareness. Among the predictors, social media engagement recorded the largest total effect on brand awareness (0.534), followed by content quality (0.399); these magnitudes are interpreted comparatively rather than as evidence of causal dominance. Brand positioning partially mediated both relationships, with the indirect path accounting for 23.1% of the total effect for content quality and 19.3% for engagement (variance accounted for, VAF), indicating a predominantly direct pathway complemented by a positioning-mediated one. The findings extend consumer-based brand equity theory into algorithm-driven digital ecosystems and suggest that, rather than allocating fixed budget shares, MSMEs should prioritize engagement-building, supported by consistent content quality and a clearly differentiated positioning, to cultivate sustainable awareness among Generation Z.]]>
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