This study examines the impact of Social Media Advertising Content (SMAC) and Social Media Sales Promotion Content (SMSPC) on Brand Image (BI) and customer behavior (CB) within the emergent context of container food courts in Indonesia. Focusing on Jakarta and Surabaya, which are cities at the forefront of culinary innovation, this study aims to uncover how digital marketing practices shape consumer perceptions and behaviors in this novel sector. The study employed rigorous methodology, including G*Power for sample size determination and SmartPLS for data analysis, and engaged 292 participants through a carefully designed survey. The findings indicated significant relationships between SMAC and SMSPC on BI, and subsequently on CB, underscoring the critical role of social media content in enhancing BI and shaping CB. Additionally, this study examines the generational differences between Generation Y and Generation Z, offering insights into tailored marketing strategies that cater to their distinct preferences. This study enriches academic discourse on the impact of digital marketing in the food industry and provides practical recommendations for practitioners aiming to leverage social media to enhance BI and foster positive CB in container food courts. The insights gained from this study not only illuminate the dynamics of social media marketing in an Indonesian context but also suggest avenues for future research in an ever-evolving digital landscape.