Abstract This paper develops a process model of the psychological transitions through which passive social-media content consumption may lead to purchase intention. Prior research distinguishes passive consumption from active participation and links social-media interactions with purchase intention through source- and content-related factors. Integrating these perspectives with evidence on browsing, engagement, and information processing in digital commerce, the model treats exposure, attention, evaluation, and engagement as analytically distinct stages rather than assuming a direct path from viewing to intention. It also identifies content characteristics and social cues as potential conditions shaping movement between stages, consistent with findings on user-generated brand content and peer communication. The framework offers a basis for examining how passive exposure becomes active consideration and, ultimately, stated purchase intention, while distinguishing intention from purchasing behavior.

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