Consumers are comfortable with social media and accept firms occupying the same digital space. They consume and create content in social media at varying levels as some consumers more readily engage with firms online than others. Knowing the consumer factors that lead to online consumer engagement will help firms to more effectively plan and execute a social media marketing strategy. More specifically, research is needed to examine social media dispositions and social media goals as antecedents of consumer engagement in social media. Grounded in uses and gratifications theory, this study fills the gap in the literature by investigating the effect of consumer factors, namely social media dispositions (social media information sharing and social media trust) and social media goals (social media information seeking and social media experience) on consumer engagement. Regression analysis and structural equation models (SEM) are used to analyze the data from the completed surveys. The results show that social media experience mediates the relationship between social media dispositions and consumer engagement. Firms can more efficiently spend on social media marketing by providing mechanisms to enhance the social and self-promotion aspects of the social media experience.