Analyzing social media marketing engagement among millennials in Saudi Arabia’s evolving tourism industry

Alsubaie Haifa Nasser (), Wong Foong Yee () and Manisah Othman ()

International Journal of Innovative Research and Scientific Studies, 2025, vol. 8, issue 6, 2633-2640

Abstract: This study investigates the factors influencing consumer engagement among Generation Y on Facebook within Saudi Arabia’s tourism sector, aligning with Vision 2030 goals of economic diversification and digital transformation. A quantitative, cross-sectional survey was conducted using structured questionnaires distributed via Facebook Messenger. Data from 580 respondents were analyzed using reliability testing, correlation, and multiple regression to evaluate seven predictors: functional value, self-concept value, social interaction value, hedonic value, remuneration, co-creation value, and media richness. Results revealed that all predictors significantly influenced consumer engagement, explaining 66% of the variance. Media richness, co-creation value, and hedonic value emerged as the strongest drivers of engagement. Engagement is shaped by rich, interactive, and co-created content, reinforcing the need for experience-driven marketing strategies. Tourism marketers should prioritize immersive media, consumer participation, and emotionally appealing storytelling to convert passive viewers into active brand advocates.

Keywords: Positivism philosophy; Saudi Arabia; Social media platforms; Technology; Tourists. (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aac:ijirss:v:8:y:2025:i:6:p:2633-2640:id:10184

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