Social media has become one of the most effective tools for marketing and promotion of brands. Given this importance of social media, it is therefore critical for brands to develop quality content for their brand pages and frequently interact with consumers. Using theoretical lens of Stimulus-Organism-Response (S–O-R) paradigm, this research aims to study the impact of content quality and brand interactivity on purchase intention via mediation of brand awareness. To this end, we collected data from n = 282 millennial shoppers of sportswear to test hypothesized relationships. Our findings suggest that content quality and brand interactivity significantly impact purchase intention. It is further revealed that brand awareness mediates the relationship between content quality and purchase intention as well as brand inter-activity and purchase intention. This research provides new theoretical insights into social media marketing and consumer behavior research by linking content quality and brand interactivity to purchase intention.