The Impact of Social Media Marketing (Twitter) on the UAE Youth’s Engagement and E-Word of Mouth: A Practical Study

Abstract

The current study aims to determine the impact of social media marketing platform (Twitter) on the youth’s engagement and E-Word of Mouth E-WOM. Customers follow social networking sites with a degree of interest. As the marketing activities via social media has become a strategy in line with the philosophical change in marketing theory. The study relied on the survey methodology to examine the study variables and test its hypotheses. A questionnaire was designed for students in UAE who are the target of the study (411 responses). The findings supported the hypothesized paths and found positive influence among these paths. Furthermore, the findings confirmed the growing significance of social media marketing channels (Twitter) on customers engagement and electronic word-of-mouth E-WOM. And this provides similar implication about the increasing concern with this method of marketing in building and maintain brand awareness, knowledge, interest, and intention.