SACM - United Kingdom
Permanent URI for this collectionhttps://drepo.sdl.edu.sa/handle/20.500.14154/9667
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Item Restricted Understanding and Predicting the Behavioural Evolution of Promotional Spambots on Social Media(University of Birmingham, 2025-05-15) Alzahrani, Ohoud; Hendleym BobSocial media bots are rapidly evolving, rendering traditional detection tools increasingly ineffective as these bots adapt their strategies. This research introduces a dynamic and predictive framework for modelling the behavioural evolution of online promotional spambots. Inspired by biological DNA, bot activities are encoded into behavioural sequences, with each block capturing seven distinct post-level features. Techniques such as sequence alignment, cosine similarity, and hierarchical clustering are used to group bots into behaviourally similar “families.” These families serve as the foundation for identifying behavioural mutations—insertions, deletions, substitutions, and alterations—that signal adaptive strategy changes. The model evaluates how these mutations propagate within and across bot families and investigates their predictive power through mutation transfer analysis and an event-driven case study. Results show that bots within the same family are significantly more likely to share and adopt behavioural mutations than those from different families. Closely related bots achieved high precision and F1 scores (up to 0.97) in mutation transfer prediction. These findings support the feasibility of a behavioural evolution model as a scalable, interpretable, and adaptive tool for anticipating future bot activity and offering a proactive approach to combating evolving threats on social media platforms.15 0Item Restricted The Impact of Social Media Marketing on Consumer Behaviour in Saudi Arabia(Loughborough University, 2023-05) Alsharyoufi, Sarah; Abu wardeh, MahmoudThe results identified a positive but weak correlation between consumer behaviours and SMM efforts linking to aspects like entertainment, interactivity, perceived relevance, and informativeness. However, the relationship between interactivity and informativeness with consumer buying behaviours was more robust than the variables. Also, there was a moderate link between eWOM and SMIs with the consumers’ buying behaviours. On the other hand, regression analysis indicated a weak link between purchasing behaviours through SMM efforts that develop trust and brand awareness and image and entertainment, interactivity, perceived relevance, informativeness, eWOM and SMIs.41 0Item Restricted The Effectiveness of Source and Message Characteristics on Consumers' Behavioural Response to Social Media Influencers Event Marketing Posts(Bournemouth University, 2024-07-25) Alawairdhi, Fatimah; Moital, MiguelWith social media being the centre of electronic word-of-mouth (eWOM) communication and connections, marketing strategies and initiatives have aligned with current trends. This is seen in all sectors, and the event industry is no exception. One of the strategies used is social media influencer (SMI) marketing and it continues to rise in prominence for its perceived ability in persuasive communication. This dissertation explores the effectiveness of source and message characteristics on consumer behavioural responses within the context of SMI marketing promotions for events, specifically focusing on the Riyadh Season events Boulevard World and Boulevard City. This study employs a quantitative approach, utilising an online questionnaire distributed via social media platforms to a sample of Saudi citizens. The research investigates key characteristics such as trustworthiness, likeability, message credibility, strength of delivery and richness, alongside the interpersonal factor of homophily. Different consumer responses were explored but the focus of this study is on behavioural. The study also explored theories such theory of planned behaviour (1898) and the AIDA model (1985) to understand consumer behaviour and response and to how efficiently persuade them to interact with marketing and promotional content. The choice of Saudi Arabia as the geographical focus for this research is justified by the Saudi society’s high social media usage and the significant role SMIs play in marketing within the region in addition to the surge of event the country is experiencing. The data collected revealed that message characteristics are more effective in generating a behavioural response from consumers to the event promotional content than source characteristics. Recommendations for future research include expanding the geographical scope to other Gulf regions, conducting longitudinal studies and exploring additional source and message characteristics.25 0Item Restricted Beyond the pain: A creative strategy to raise awareness about migraine disorder affecting Saudi professional women in the creative industry.(Univeristy of the arts london, 2024-02-16) Mashhor, Khaldah; Martin, MichaelMigraines are a neurological disorder affecting over a billion individuals globally (World Health Organization, 2016). They are more commonly found among young women than men due to the hormonal changes they undergo as they grow up (Wilhour, 2023). In Saudi Arabia, many individuals are diagnosed with migraine disorder compared to the global average (Albalawi et al., 2023). Despite the concerning findings and the high numbers of affected people, Saudi Arabia's acknowledgement of the disorder is considered low compared to other Western countries (Syed et al.,2020). Therefore, a gap between the prevalence of migraines and the level of public understanding within Saudi Arabia was discovered. Many people recognise migraines as ' just a headache' however, they cause debilitating pain, which can be described as a "throbbing and pulsing headache" (Cleveland Clinic,2021), usually affecting one side of the head. It disturbs someone's quality of life, leading them to endure more than mere pain. Migraines often strike young women during their peak years of professional productivity (Cimons, 2018), creating a dual challenge as they grapple with their condition while also meeting the demands of their careers. Saudi Arabia's flourishing creative industry is increasingly drawing in young, determined women, among whom are many managing the added complexity of living with migraines. These women frequently encounter daily factors like extensive technology usage and external environmental triggers in their workspace that affect their condition (Luccheetti, 2023), often compelling them to withdraw to a place of comfort to relieve their pain. Understanding and empathy are what those women seek from their surroundings, particularly from their work colleagues with whom they spend 8 hours a day, 5 times a week. During the research journey, key insights and findings were the stepping stones that determined what to focus on in producing the final outcome. Leading to the employment of a creative framework to fill in the found gaps. Therefore, The Double Diamond by IDEO (Design Council, 2023), known for its user-centric approach, was used as a guiding structure for this project. By prioritising the affected women, the methodology focused on understanding their needs and challenges by following its directing stages. Alongside that is the theory of change model, which this project leveraged its planning steps to reach an outcome that initiates a desired social and behavioural change. As a result, a tailored, creative, and strategic intervention has been crafted to enhance awareness of migraine disorders among professional creatives surrounding young women affected by migraines in the Saudi creative sector. While acknowledging that meaningful change takes time, this comprehensive strategy is planned over a four-year timeline. The output marks the implementation of the initial phase in the first year of this strategy, which consists of a digital social media awareness campaign. The visuals, content, and videos were crafted collaboratively, where the main stakeholder took part in creating the visuals. By doing so, the project encourages these women to share their voices to be heard and bring awareness to their colleagues. While the nature of the outcome might be challenging to measure due to the project's time restrictions, the desired effect this project aims to achieve would be raising awareness through a dedicated Instagram account. This digital platform bridges the communication of the awareness campaign and extends its reach to the Saudi creative industry as a whole. Another thing this project aims to achieve is to diminish the stigma surrounding the disorder, leading to the establishment of supportive and understanding working environments. Reflecting on this project's journey, launching the awareness initiative is not just about disseminating information; it is a heartfelt movement towards fostering empathy within a society that does not fully grasp the debilitating nature of migraines. The future of this dedicated account would be a potential start to address other unspoken disorders and shed light on those whom our Saudi society must acknowledge.33 0Item Restricted User-generated content, brands and value co-creation - Students critically evaluate how user-generated content contributes to value co-creation and co-destruction, as well as suggest ways of countering co-destruction.(University of Dundee, 2023-11-22) Alghamdi, Abdullah; Loannis, ZisisSocial media has empowered everyday consumers, granting them a wide variety of platforms to share their brand experiences. This user-generated content (UGC) represents a double-edged sword for brands. On one hand, it can build authentic connections, credibility and innovation. However, left unchecked, it also threatens brand reputations and relationships. This review explores the complex dynamic between User generated content, cocreation of value and co-destruction. By synthesizing 40 studies, the researcher has uncovered UGC’s multifaceted impacts. When governance policies respectfully harness real customer voices, UGC fuels value creation. However, neglect risks spirals of negativity and distrust. Key lessons emerge for brand building in this study which included fostering participatory experiences, customers care that is active and highly responsive, balanced governance with openness, systemic improvements from critiques etc. Furthermore, future research recommendations are also presented in this paper.32 0Item Restricted Online Personas, Offline Identities: Exploring the Use of Pseudonyms Amongst Saudi Twitter Users(Saudi Digital Library, 2023-08-17) Alshehri, Razan; Cheng, ZhiIn everyday life, people present themselves depending on who their audience is. The emergence of social media platforms collapsed various audiences into one virtual space, urging users to present a unified face to everyone. To navigate that, some have resorted to the use of pseudonyms rather than their full names when they create a profile on social media. The use of pseudonyms has been an interesting phenomena that researchers have explored in the context of self-presentation and self-disclosure. However, most previous literature has focused on Western cultures when they examine the affordance of a pseudonymous self-presentation and self-disclosure. Following a socio-technical approach, this study contributes to the scarce literature on the use of pseudonyms amongst non-Western users who come from collectivist societies. The study proposes two research questions: why and how do Saudi users use pseudonyms to present themselves on Twitter. The methodology followed in this study is qualitative semi-structured interviews followed by a thematic analysis. By integrating culturally-embedded theories, affordance and anonymity, this study deduces the dual privileges that pseudonymity provides to Saudi Twitter users: 'no strings attached' and 'no questions asked' between their online personas and offline identities. Additionally, it delves into how the audience, despite the veil of pseudonymity, plays a significant role in users' self-disclosure and self-presentation dynamics. This study contributes to the information systems literature by looking at affordances and anonymity as relational concepts, providing valuable insights that unpacks the complex and socially embedded nature of these concepts. By assessing self-presentation, anonymity, and related aspects in a Saudi context, the research offers nuanced insights potentially guiding a more inclusive design and policy-making of future social media platforms.52 0Item Restricted Evaluation of the Effectiveness of Media Policy in Protecting Social Media Users in Saudi Arabia from Hate Speech and Discriminatory Content: Transparency, Awareness, Trust, and Future Vision(Saudi Digital Library, 2023-08) Alghannam, Hussain Ali; Boyle, RaymondThis groundbreaking study delves into the effectiveness of media policies in Saudi Arabia in combating hate speech and discriminatory content on social media platforms. Through a comprehensive exploration of Saudi users' perspectives, this research measures exposure levels, evaluates awareness and trust in state-enacted policies, and gauges users' optimism for future developments. The integration of quantitative and qualitative methods provides a nuanced understanding of the data. Results indicate relatively low exposure to harmful content, with 66.48% reporting no encounter, yet 33.52% experienced such content. Qualitative insights reveal a consensus on defining hate speech, aligning with global perspectives. Awareness of policies is high but calls for intensified education emerged, emphasising the correlation between awareness and trust. Remarkably, 88.26% express confidence in Saudi media policies. Optimism about future policy development is widespread, with over 90% expressing positivity. Recommendations for future research include broader inclusion of stakeholders, comparative studies with other cultures, and exploring the dynamics of trust and awareness. This study contributes to media management research, emphasising the importance of effective policies in creating respectful and protective digital spaces. Despite its Saudi focus, the study's implications transcend borders, advocating for global collaboration in mitigating harmful online content.110 0Item Restricted The influence of Social Media on customer decision-making process: A Study on Restaurants in Riyadh, Saudi Arabia(Saudi Digital Library, 2023-11-28) Alenezi, Omaima; Cox, PeterThe rising prevalence of social media applications has significantly amplified the influence of online communication, particularly when it comes to recommending or advising against dining at specific restaurants. This study investigates the impact of online user-generated reviews on customer behavior and decision-making in Riyadh's restaurant industry, aiming to fill a research gap in this area within Saudi Arabia. Given the growing prominence of online reviews, understanding their power on customer choices is crucial for restaurants to remain competitive. This research employs theories like the Elaboration Likelihood Model (ELM), impulse buying behavior, communication process theory, electronic Word-of-Mouth (eWOM) credibility, and the theory of reasoned action to formulate five hypotheses and gain insights into the effect of comments on customers. Data was gathered from 184 participants in Riyadh, Saudi Arabia, through a 19-question survey featuring closed-ended questions with response scales, influential ratings, and binary options (yes/no). This methodology yielded primary quantitative data, which underwent statistical analysis to uncover patterns and relationships. Chi-squared test was applied to validate the hypotheses, and the findings were briefly presented through charts and tables. The study's outcomes highlight the significant influence of comments on social media platforms in shaping customer decision-making processes specifically in Riyadh, Saudi Arabia.70 0Item Restricted Social media usage and entrepreneurial development amongst 18- to 25-year-olds in Hail, Saudi Arabia.(Saudi Digital Library, 2023-11-14) Alyousef, Hattan; Biressi, Anita; Rixon, Paul; Kolb, AlexandraThe recent transformation endorsed by the Vision 2030 development plan in the Kingdom of Saudi Arabia has instigated a negotiation of modern values and norms in a youthful conservative nation. The rise of social media usage in Saudi Arabia and specifically in Hail has enabled these negotiations due to considerable technological advancement and its adoption by a youthful nation where almost 72% of the population are below the age of 35. The Saudi social media scene has not only become a recognisable career path, driven by the vast economic and socio-cultural reform, but a space where intersections of a power dynamic is visible and complex. Two main theoretical approaches have been adopted to examine and explore social media usage and entrepreneurial development. The first approach is Bourdieu’s work of field, habitus, and capital (1977, 1984, 1986) and more recent scholarly work on social, cultural, economic, and symbolic capitals. The second approach is informed by scholarship on presentational culture and communication, new media and creative industry, and social media studies. Although both theoretical approaches are from a western viewpoint, the experiences of Saudi youth provide new insight into the contextual negotiations between old values and norms and modernity in an era of development. In this qualitative study, the data will speak for themselves through the experiences and perspectives of social media users and entrepreneurs explored across an open-ended survey, focus groups and semi-structured interviews. While this work is focused on Saudi, it offers lessons and insights for other similar nations, or even for the west. The study raises questions relating to how Hail’s young men and women who maintain old values will utilise social media platforms to navigate and negotiate their online identity into an online entrepreneurial identity. Furthermore, having a diverse sample for each method – for instance, influencers and micro-celebrities from both rural and urban backgrounds – enabled me to capture different dimensions of the same entrepreneurial process. This entrepreneurial process identified different identity constructions and identity performances and crosschecking these practices with Hail’s young men and women demonstrates the complex ways in which the Saudi social media entrepreneur can participate in and contribute to the attention economy in this new Saudi era.27 0Item Restricted The Role of an online health forum for Women with Breast Cancer Treated by Chemotherapy(Saudi Digital Library, 2023-11-03) Aljehani, Shroog; Bath, PeterBreast cancer, which affects more women than men, is among the global death-leading chronic conditions that have triggered the need for online health forums as interventions to help meet various healthcare goals. Women with breast cancer treated with chemotherapy have diverse needs, some of which can be met through these forums. Therefore, this dissertation is a systematic review that evaluates evidence from different journal publications to investigate the role of an online health forum for women with breast cancer treated by chemotherapy. The PICO framework was the preferred method for developing the study’s research question, while the Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method was the selected methodology for presenting results for this systematic review. This study is important because the findings will inform the relevance and usage of online health forums, informational needs, and the perceptions and information-seeking behaviours of women with breast cancer treated by chemotherapy.10 0