UAE automotive companies are missing opportunities to target UAE college students through social media. The literature review discusses a report on the use of new media in the Arab world. It finds that technologies like mobile phones and their content are influencing the lifestyles and cultural awareness of young Arab users more than traditional literary practices. Social interactions are a major driver of social media use. However, increased use of media devices and sedentary content is associated with rising health issues like obesity in Arab nations' youth. The growth of internet access through various media is making young people in the Middle East more open to personal expression.