This chapter examines the relationships between social media expression, customer engagement, brand pride, and e-commerce behavior in emerging African market. Drawing on self-concept theory, engagement theory, emotional attachment theory, and social norms theory, the research explores how digital self-expression fosters brand interactions and influences online purchasing decisions. The study utilizes a survey-based quantitative approach, employing structural equation modeling (SEM) to test direct, mediating, and moderating relationships across the two countries. The findings indicate that social media expression significantly enhances customer engagement, which, in turn, drives e-commerce behavior. Brand pride mediates the engagement-commerce relationship, emphasizing the importance of emotional investment in digital brand interactions. Additionally, social norms moderate the impact of engagement and purchasing behavior, highlighting cultural differences in digital commerce adoption. The study contributes to the theoretical advancement of consumer engagement models by contextualizing them within emerging market dynamics. Practical implications underscore the necessity for culturally tailored digital marketing strategies, improved consumer engagement techniques, and trust-building mechanisms to support sustained online commerce growth in African economies. The research provides critical insights for brands, policymakers, and platform developers seeking to optimize digital engagement strategies in diverse socioeconomic environments.