English and Arabic Language Trends in Social Media Marketing: Analyzing Linguistic Patterns and Their Impact on Audience Engagement in Zarqa, Jordan Market

This study examines the usage of Arabic and English in social media marketing in Zarqa, the third most populated city in Jordan, focusing on linguistic diversity and its impact on audience engagement. While the city has a heterogeneous linguistic background, language diversity in social media marketing still needs proper attention. The paper is presented in five sections. The first equates social media usage with language diversity. The second discusses the role of audience engagement in social media marketing. The third analyzes the linguistic patterns, and the fourth evaluates their effect of the level of audience engagement. The findings show unique language preferences and manners of language use in social media marketing which provide an important basis for marketers to approach language strategies in a new way. This paper provides an insight into the effects of language and its function as a tool in the process of audience interaction and behavior on social media marketing platforms.