Consumer Engagement and E- Marketing in the MENA Region: Fossicking Social Media Effects

Abstract

This study investigates the effects of the dimensions of Uses and Gratifications Theory (UGT) on Consumer Engagement (CE) on social media platforms in the Middle East and North Africa (MENA) region. Employing a mixed-methods approach, this research focuses on the cases of Saudi Arabia, Turkey, and Egypt. The findings indicate that the UGT dimensions of entertainment, trendiness, sharing, information, and remuneration have a significant impact on CE, whereas customization and interaction do not exhibit a significant influence.