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Though prior studies have explored the effects of firms' social media marketing activities on customer engagement, the dynamics characterizing this association in bottom-of-the-pyramid (BoP) markets remain tenuous, exposing a critical gap. Addressing this gap, we develop and test a model assessing (a) the effects of firms' sustainable social media marketing activities (SSMMAs) on BoP customers' engagement, satisfaction, and subjective well-being, and (b) the moderating role of environmental consciousness and customer empowerment. A self-administered survey with 414 BoP customers was conducted, with the data being analyzed using partial least squares structural equation modeling (PLS-SEM). The results reveal that SSMMAs drive BoP customers' engagement and satisfaction, impacting their subjective well-being. The findings also confirm the mediating role of customer satisfaction and engagement in the association of SSMMAs and subjective well-being. Finally, the results indicate that while perceived environmental consciousness moderates the association of SSMMAs and BoP customer satisfaction, empowerment moderates the relationship between satisfaction and subjective well-being. By exploring the effects of firm-based SSMMAs on customers' engagement, satisfaction, and well-being, this research adds to the literature on social media marketing activities by focusing on sustainable social media communications at the BoP, raising pertinent implications.