The Relationship between Social Media Marketing and Customer Engagement in the Kingdom of Saudi Arabia: The Mediating Role of Content Quality and Relevance

Abstract The main aim of the current study was to identify the relationship between social media marketing and customer engagement in the Kingdom of Saudi Arabia. It also sought to identify the role that content quality and relevance can play in mediating this relationship. The researcher adopted a descriptive-analytical approach as the research methodology. The questionnaire was developed to identify the viewpoints of the study sample regarding this relationship. Data were analyzed using SPSS. The findings of the study showed that social media marketing had a significant effect on customer engagement. In addition, content quality and relevance had a significant impact on customer engagement. Furthermore, content quality and relevance mediate the relationship between social media marketing and customer engagement. The researcher recommended that brands must consider using social media "influencers" in Saudi Arabia to help generate and promote content that resonates with their followers and creates more customer engagement.