شــبكات التواصــل الاجتماعــي، القيــم، التســويق، الشــباب كلمــات مفتاحيــة: الخليجــي، الدراســات الســابقة.
Abstract: This study examines the role played by social media networks in marketing values among societal groups in general and youth in particular in the Arab Gulf states, which are approaching a stage of "digital affluence". In these states, the use of new digital technologies has become an essential component of quality of life, and they are moving at an accelerated pace toward integrating advanced technologies into all aspects of life—raising both hopes and concerns about the future of Gulf societies. The study adopts a descriptive-analytical approach to examine a corpus of research consisting of 28 studies conducted by Gulf researchers during the period from January 2013 to 7 October 2023. It also employs meta-analysis to analyse the study sample and to identify its patterns, trends and methodological, theoretical and knowledge gaps. The study combines theoretical and applied dimensions to scrutinise the factors influencing value-related issues through social media, identify the types of values prevalent among Gulf youth, the domains and issues in which these values are promoted, and the actors responsible for marketing them. The findings reveal multiple outcomes, most notably the emergence of new societal issues, particularly the widening gap among members of the same family, and the ways of engaging with youth amid digital transformation. The research corpus representing the study sample relies more heavily on the quantitative descriptive method than on other scientific methodologies. While this methodological perspective is very important for analysis, it is insufficient for understanding and interpreting human phenomena in general and the issue of values in particular. Social, religious and family values remain present among Gulf youth; however, there are no indicators of the strength or weakness of these values, which calls for more in-depth research. The study also notes a lack of attention to the transformations experienced by values in the Gulf region, as well as to the concepts applied to different types of values in light of the overwhelming flow of ideas, visions and concepts promoted by major digital corporations. Keywords: Social Media Networks, Values, Marketing, Gulf Youth, Previous Studies.
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