SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
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Item Restricted Exploring How Social Media Advertising Shape Cultural Saudi Identity in Saudi Arabia(University of Sheffield, 2024-08-29) Alaydaa, Sarah; Ogunmuyiwa, HakeemInvestigating how social media advertising shapes Saudi cultural identity is the goal of this study. The research reviewed the previous studies that conducted in the last decade to derive its results and conclusions. Social media platforms have fundamentally changed how people interact and communicate. Thus it's important to understand how these virtual social phenomena are affecting our feelings and ideas about ourselves and each other. Finding out how social media advertising affects cultural identity in a good and bad way is the goal of the research. The benefits can be seen in the freedom to engage with others, pick up new information, and deal with the outside world, as well as in the education of other people about their cultures. The negative consequences could manifest as a person adopting Western values, breaking free from the dominant social norms, or acquiring values and customs that are incompatible with Arab culture. Thus, the researcher thinks that the social media has positive effects on cultural identity and on society.20 0Item Restricted The evolution of Convenience and the Transition from Traditional to Online Consumer Experiences : Exploring Perceptions in the Synergy Between Strategic Branding, Social Media, and Online Purchases of Luxury Dessert Products(University of Strathclyde Business School, 2024) Alhalwani, Abdelrahman; Pyper, KeithThis MSc research aims to explore the interaction between key identified elements of strategic branding, social media engagement, and online communications within the luxury dessert market, evaluating consumer behavior and perceptions. The study aims to achieve the following primary objectives: 1. To examine the impact of strategic branding strategies employed by luxury dessert brands on consumer preferences. 2. To analyze the role of social media platforms in shaping consumer perceptions related to luxury dessert products. 3. To investigate the influence of product presentation on consumer behavior among consumers in the luxury dessert sector. 4. To examine how communications in branding and social media influence customer perceptions The results were then categorized into the following two main themes: 1. Impact of Strategic Branding and Packaging on Consumer Preferences 2. Role of Social Media in Shaping Consumer Perceptions & Behavior The context and background of this dissertation are to assist future entrepreneurs in this niche sector seeking to establish a presence. The luxury dessert market can be distinguished from non-luxury brands due to its focus on exclusivity, quality, sophisticated presentation, and perhaps artificial scarcity. Thus, the research guides future luxury brands to use branding strategies and social media to appeal to customers, while also observing how product presentations affect purchasing decisions. Readers should concentrate on how luxury brands leverage strategic branding elements i.e. quality, reputation, etc. The reader should focus on how content that draws an emotional response from them (whether positive or negative); and examine how social media strategies can enhance or undermine a brand's image. Finally, the focus should be shifted toward how luxury brands utilize packaging and design elements to create a sense of value that influences purchasing behavior. This research utilized a qualitative research method using semi-structured interviews as a data collection method. The results were then assessed using the thematic analysis framework. Strategic branding heavily influences consumer preferences, and brands that highlight quality assurance along with a strong brand reputation were preferred. Another interesting fact was that familiarity with the brand also plays a pivotal role in consumer choice. Results also indicated that social media presence and the type of content published heavily shape perceptions. Participants noted that engaging and conscious messaging was effective despite the noticeable skepticism toward influencer endorsements. Brands that maintain consistency and transparency tend to build more trust with consumers. Conversely, a correlation can be drawn that since many participants were less engaged with social media, perhaps traditional advertising may still hold a significant value.17 0Item Restricted The Influence of Social Media on Travel Destination Choices Among Millennials and Generation Z in Saudi Arabia(Bournemouth University, 2024) Shaibi, Abdulkarim; Ladkin, AdeleThis dissertation investigates the influence of social media on travel destination choices among Millennials and Generation Z in Saudi Arabia, a rapidly evolving digital landscape. The research aims to elucidate how different social media platforms—namely TikTok, Snapchat, and Instagram—affect these generations' travel preferences and explore the impact of various types of social media content, including videos, reviews, and user-generated content. Additionally, the study examines the role of demographic and psychographic factors, such as income level, education, and frequency of social media use, in determining reliance on these platforms for travel inspiration. A quantitative research approach was employed, utilising a structured online survey administered to a representative sample of Saudi Millennials and Generation Z. Data analysis was conducted through descriptive statistics and inferential methods, including Chi-Square tests and multiple regression analysis, to test the research hypotheses. The findings demonstrate that visual-centric platforms like TikTok, Snapchat, and Instagram significantly shape travel destination choices, with videos emerging as the most influential content type. The analysis also reveals that the frequency of social media use is a critical factor in the reliance on these platforms for travel planning, while other demographic variables have a lesser impact. Perceptions of credibility and trustworthiness of social media content are consistent across both generations. In light of these insights, the study recommends that tourism marketers prioritise high-quality visual content, leverage user-generated reviews, and employ personalised marketing strategies tailored to the interests of these digital-native cohorts. The dissertation concludes with recommendations for future research, including the need for longitudinal studies and cross-cultural comparisons.33 0Item Restricted The Use of Social Media for Non-Profit Organisations to Meet Social Goals; An international comparison between Saudi Arabia and the United Kingdom(University of Reading, 2024-10) Basnawi, Abdullah; Molesworth, Mike; Zhang, RubyThis thesis explores and examines the impact of using social media for non-profit organizations (NPOs) to meet the social goals of their communities in relation to Saudi Arabia and the United Kingdom. The current study aims to identify the best practices for using social media as a tool to attract clients and donors, who are the main resources for NPOs in both Saudi Arabia and the UK. Additionally, it seeks to indirectly measure the level of competence of Saudi NPOs in social media marketing. This study, which employs an interpretivist inductive approach and a qualitative method, aims to gain a deeper understanding of the use of social media by non-profit organizations. The study conducted 52 interviews with ten non-profit organizations in both Saudi Arabia and the UK, using a case study approach to understand their use of social media for marketing purposes. The study found that the use of social media differs from one association to another in terms of activity, management, material capacity, and the human element controlling the content published on social media. In addition, each association has its own problems that hinder the optimal use of these auxiliary tools. As part of their strategic plans, social media has become a modern and important way to attract the attention of donors and customers. Collaborating with influential individuals is a key strategy for reaching the largest possible audience. The study also found that social media can help people connect, learn, and help each other, especially during crisis times like COVID-19.28 0Item Restricted Esports World Championship in Saudi Arabia, League of Legends World Championship 2025(Brunel University, 2023-12-13) Nader, Asmaa; Wayne, Michael; Coleman, JosephineThis study aims to identify key concepts and analyze public relations tactics that can be used in Saudi Arabia for the League of Legends World Championship press conference public relations campaign. It discusses how these tactics can be employed to enhance collaboration, communication, resource sharing, and impact measurement within the campaign. The research emphasizes on the importance of using effective strategies to achieve campaign goals and maximize its impact.61 0Item Restricted The Association Between Instagram Use And Social Anxiety In Young Adults: A Survey-Based Study In Saudi Arabia(Saudi Digital Library, 2023) Kadi, Mariam; Koya, KushwanthBackground: The past decade witnessed a rapid growth in social media usage, particularly among young adults. In Saudi Arabia, the use of visual media platforms like Instagram is gaining more popularity. Previous studies have examined the interaction between people and digital technology, including research on the effects of engagement with social media and the shift in communication patterns. Empirical evidence revealed both positive and negative effects of social media on its users, with negative impacts on psychological outcomes being notable. The increase in symptoms of social anxiety is one example of a decline in mental health linked to excessive social media use. Given that the prevalence of social anxiety in individuals under the age of 25 is shown to be higher, it prompted many studies to investigate the relationship between the use of social media and levels of social anxiety in younger people. When exploring the connection, the presence of facilitating factors is considered due to its complexity. Prior research has identified several underlying factors, including passive use, social comparison, and addictive tendencies, especially in the context of Instagram use. Aim: This study aims to investigate the different factors correlating Instagram use to high levels of social anxiety among Saudi Arabian young adults. Methods: The present study utilised a deductive approach by using a cross-sectional online questionnaire to obtain its quantitative data. The study sample consists of 51 Saudi undergraduate students from King Abdulaziz University. The participants self-reported by responding to questions regarding demographics, a Social Anxiety Scale (LSAS), and Instagram use patterns. The statistical tests performed during the inferential analysis included Spearman’s Rho correlation, Multiple Regression, and a Mediation model.35 0Item Restricted The Effectiveness of Social Media in Enhancing Saudi EFL Students' English Vocabulary and Language Proficiency(Saudi Digital Library, 2023-09-14) Altayyar, Amjad; Liu, JieDespite the potential of social media to help English as a Foreign Language (EFL) students improve their abilities and competences, some EFL students still hesitate to use it to help their language learning process. Some students are also not aware of the fact that disregarding social media in favour of more conventional learning methods can have unintended consequences for their interests and efforts. This study aimed to examine the effectiveness of social media on the English vocabulary and language proficiency of EFL students in Saudi Arabia. It unravelled the attitudes of EFL students towards the use of social media as a tool for English language proficiency in Saudi Arabia, the impacts of the use of social media on the English language proficiency of EFL students in Saudi Arabia, the challenges confronting EFL students in the process of the use of social media as a tool for English language proficiency in Saudi Arabia, and what the future holds for the use of social media as a tool for English language proficiency among EFL students in Saudi Arabia. This is a quantitative study, and a Likert scale questionnaire was employed to elicit data from a total of 67 EFL female and male students at Jeddah University in Saudi Arabia who are conversant and active on social media platforms. The data was analysed with the use of a frequency table, an arithmetic mean, and a standard deviation. The findings revealed that EFL students in Saudi Arabia generally have positive attitudes towards using social media as a tool for improving their English language proficiency. They perceive social media as a means to enhance their confidence, motivation, and overall language skills. Similarly, social media primarily excels in enhancing listening skills, followed by its role in overall proficiency, spoken fluency, exposure to language variations, and comfort in real-life conversations. The conservative cultural sensitivity and the evolving legal and regulatory landscape are the challenges that need to be most efficiently addressed among Saudi EFL students when using social media for language proficiency. The study concluded that there is a promising future for the continued use of social media as a tool for language development among EFL students in Saudi Arabia.48 0Item Restricted THE IMPACT OF SOCIAL MEDIA ON TOURIST BEHAVIOR AND DESTINATION CHOICE: A FOCUS ON MILLENNIALS FROM SAUDI ARABIA(Saudi Digital Library, 2023-11-30) Abaalola, Haifa; Velonaki, ArgyroThis study delves into the transformative impact of social media on the tourism industry, specifically focusing on its influence on Saudi Arabian millennials, a pivotal cohort shaping contemporary travel trends. As Saudi Arabia emerges as a burgeoning tourist destination, understanding the intricate ways in which millennials utilize social media to shape their travel decisions becomes imperative.34 0Item Restricted The Impact of Social Media on Saudi Cultural Identity: Applied Study on the Population of the Eastern Province of Saudi Arabia(Saudi Digital Library, 2023-11-09) Shareef, Lujain; Killick, EvanThis dissertation examined the influence of social media on Saudi cultural identity. It used a descriptive methodology by surveying 242 people in the Eastern Province of Saudi Arabia and interviewing ten specialists. The main objective was to examine how social media affects Saudi cultural values and traditions. According to other studies, social media helps preserve culture and promotes foreign values that could conflict with regional rules. Most participants in this study agreed that social media had influenced Saudi cultural identity by disseminating novel habits and rituals. The main positive results were promoting tourism and eliminating cultural stereotypes about Saudi Arabia. Social media has brought unfamiliar events like Halloween and New Year parties and new phenomena such as imitating social media celebrities. The ease of social media's reach and use, lack of control, and social engagement in social media applications are crucial elements that make it possible to have cultural consequences. The recommendations emphasised heritage advocacy, cultural education for youth, parental supervision of children's media use, and government actions to police inappropriate online content. Although social media has affected Saudi culture, this dissertation showed that efforts made in unison between individuals, schools, and governments can reduce dangers and maximise the advantages of the impact of social media on Saudi cultural identity.167 0Item Restricted Crisis Detection from Arabic Social Media(University of Birmingham, 2023-09-12) Alharbi, Alaa; Lee, MarkSocial media (SM) streams such as Twitter provide large quantities of real-time information about emergency events from which valuable information can be extracted to enhance situational awareness and support humanitarian response efforts. The timely extraction of crisis-related SM messages is challenging as it involves processing large quantities of noisy data in real time. Supervised machine learning classifiers are challenged by out-of-distribution learning when classifying unseen (new) crises due to data variations across events. Besides that, it is impractical to label training data from each novel and emerging crisis since obtaining sufficient labelled data is time-consuming and labour-intensive. This thesis addresses the problem of Twitter crisis classification using supervised learning methods to identify crisis-related data and categorising them into different information types in the multi-source (training data from multiple events) setting. Due to Twitter’s ubiquity during emergency events in the Arab world, the current research focuses on Arabic Twitter content. We have created and published a large-scale Arabic Twitter corpus of crisis events. The corpus has been analysed and manually labelled. Analysing the content includes investigating the main information categories of conversations posted during a range of crisis events using natural language processing techniques. Building these resources is considered one of this thesis’s contributions. The thesis also investigates the generalisation performance of different supervised classical machine learning and deep learning approaches trained on out-of-crisis data to classify unseen crises. We find that deep neural networks such as LSTM and CNN outperform the classical machine learning classifiers such as support vector machines and decision trees. We also evaluate different architectures of deep neural networks and several pre-trained text representations (embeddings) learnt from vast amounts of unlabelled text. Results show that BERT-based models are more robust to out-of-distribution target events and remarkably outperform other models on the information classification task. Experiments show that the performance of BERT-based classifiers can be enhanced when training on similar data. Thus, the last contribution of the present study is to propose an instance distance-based data selection approach for adaptation to improve classifiers’ performance under a domain shift. Using the BERT embeddings, the method selects a subset of multi-event training data that is most similar to the target event. Results show that fine-tuning a BERT model on a selected subset of data to classify crisis tweets outperforms a model that has been fine-tuned on all available source data.16 0