The Relevance of Culture Affecting Gen-Y Consumers on Brand Equity in Dubai: The Integration of Social Media Advertising

Abstract

The world has been moved towards the 4th industrial revolution. It has brought a big impact to the Gen-Y 
adaptation intobid data informative era. Indeed, Gen-Y has gone through a digital technology era in the 
80s and now needs to keep in track with new revolution. this research  examine and explore culture as a 
moderator on Gen-Y and social media advertising on  brand equity, and Gen-Y: Mediator among culture 
and social media advertising with brand equity,data collects and analyzes  from Dubai by using Structural 
Equation Model AMOS and SPSS software version 22®. This Finding shown significant differences between 
the respondent's culture based on their regional background,the study discovers that Gen-Y attitude 
towards brand equity increases among respondents who are less-culturally inclined to those with more 
cultural inclination. This leads that culture and social media technology in a little while will appear a new 
consumption of digital culture.