Saudi Cultural Missions Theses & Dissertations
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Item Restricted Ethical Implications of Social Media Marketing Targeting Children: A Case Study of YouTube's Influence on Consumer Behaviour.(DE MONTFORT UNIVERSITY, 2024-09) Shabbaj , Ebraheem; Obey GM, PriscillaThe dissertation delves into the ethical considerations surrounding social media marketing aimed at children, specifically focusing on YouTube. Since YouTube has emerged as a key source of entertainment for children and a significant platform for advertisers, this study seeks to explore the impact of marketing strategies such as influencer marketing, branded content, and interactive ads on children's purchasing behaviour. The research aims to provide a comprehensive understanding of these marketing tactics using a mixed-methods approach involving content analysis of popular YouTube channels and surveys with parents. The findings indicate that YouTube marketing significantly shapes children's consumer behaviour, largely due to their relationships with influencers they perceive as friends. This makes children more receptive to ads that seamlessly integrate with their entertainment experiences. Moreover, the study highlights concerns about unclear advertising disclosures that many children struggle to comprehend. The research offers recommendations for policymakers, marketers, parents, and digital platforms. These suggestions include stricter regulations, more transparent advertising practices, improved parental guidance, and culturally sensitive content. The insights gleaned from this study contribute to the ongoing discourse about ethical marketing practices and lay the groundwork for future research aimed at protecting young audiences online.29 0Item Restricted Unveiling Factors for Sharing of Travel Experiences on YouTube by Inbound Tourists to the Kingdom of Saudi Arabia: A Social Influence Theory Perspective(TAYLOR’S UNIVERSITY, 2024) Alzahrani, Meshari; Lim, JoannThis research aims to investigate how the uploading of travel experiences on YouTube by inbound tourists to the Kingdom of Saudi Arabia is influenced by key determinants and how YouTube plays a role in their decision-making process, as explained by Social Influence Theory. The study employed an explanatory quantitative research method, surveying 402 inbound tourists who use YouTube during their travels. Multiple regression analysis was used to examine the interactions between factors such as Identification with vloggers, Internalization, Social norms, and Perceived Enjoyment in influencing travel decisions. The findings indicate that identification with YouTube vloggers, internalization of travel content, and compliance with social norms have a substantial influence on tourists' destination decision-making in Saudi Arabia, with Perceived Enjoyment playing a moderating role. Both practically and theoretically, this research provides valuable insights for tourism marketers on how to leverage emotional appeal on YouTube to engage potential travellers. Additionally, this study offers a conceptualization of Social Influence Theory within the tourism context, contributing a new perspective on how technology impacts travel behaviour. While few studies have applied Social Influence Theory to the use of YouTube in tourism marketing in Saudi Arabia, this research aligns with Saudi Arabia's Vision 2030, which aims to strengthen the country's international tourism brand.30 0Item Restricted EXAMINING YOUTUBE'S INFLUENCE ON THE PROMOTION OF SAUDI ARABIA'S TOURISM AS A TRAVEL DESTINATION: CONTACT ANALYSIS.(Wake Forest University, 2024-05-20) Alsafari, Shuruq Hassan; Hazen, Michael DavidThis thesis explores YouTube's role in boosting tourism in Saudi Arabia, aligning with the Saudi Vision 2030 plan to revive the tourism sector and stimulate economic growth. It investigates how digital platforms, particularly YouTube, influence travelers' perceptions and choices. By analyzing YouTube videos promoting Saudi tourism, the study emphasizes the significance of cultural aspects like cuisine and hospitality in capturing viewer interest. It also highlights the diverse attractions showcased in the videos, contributing to Saudi Arabia's image as an attractive destination. Viewer comments underscore YouTube's effectiveness in inspiring travel and cultural engagement. Ultimately, the thesis supports Saudi Vision 2030 by leveraging digital platforms to showcase the country's cultural heritage and drive sustainable economic growth in tourism.50 0Item Restricted The Role of Social Media Use Among Young Adults as it Relates to Fruits and Vegetables Intake and a Content Analysis of Fruits and Vegetables Videos on YouTube and TikTok(Saudi Digital Library, 2023-03-30) Nakshbandi, Sarah; Coccia, CatherineYoung adults have low fruits and vegetables intake, high use of social media, including YouTube and TikTok, and rely on social media to obtain nutrition information, which may affect food intake. This study examined the quality and reliability of fruits and vegetables videos on YouTube and TikTok using content analysis. A cross-sectional survey was also administered to young adults to examine the association between Social Cognitive Theory (SCT) constructs, including nutrition knowledge, social support, outcome expectation, reciprocal determinism, self-efficacy, and social media use on fruits and vegetables intake. Gender differences were also examined. The study analyzed 50 popular videos from YouTube and TikTok. Half of the YouTube videos were of good quality and reliability. Nearly half of TikTok videos were of moderate quality and poor reliability. Nutrition knowledge videos had the highest quality and reliability scores, 5 and 4, respectively. Online health organizations had minimal participation on YouTube. On TikTok, there were no nutrition knowledge videos, no videos from health organizations, and limited videos created by healthcare professionals. The study also included surveys with 275 young adults aged (18-30). Survey findings showed that higher reciprocal determinism, outcome expectations, and social support were correlated with higher self-efficacy to eat more fruits and vegetables (beta=.134, p=.052), (beta=.134, p=.022), and (beta=.421, p=<.001), respectively. Higher social media use was found to have an inverse relationship with self-efficacy to eat fruits and vegetables (beta=-.140, p=.010). Higher nutrition knowledge, self-efficacy, and social support were correlated with a higher daily intake of fruits and vegetables (beta=.149, p=.017), (beta=.269, p=<.001), and (beta=.287, p=.001), respectively. However, higher social media use was not correlated with a higher daily intake of fruits and vegetables (beta=.089, p=.157). There were no gender differences in social media use, self-efficacy, or total fruits and vegetables intake. Young adults' self-efficacy to consume fruits and vegetables may be negatively impacted by exposure to low-quality food content, like what was found on TikTok. These results may also indicate that social media use could be a useful nutrition education tool. Improved SCT constructs may assist young adults in enhancing their daily fruits and vegetables intake and self-efficacy. Further research is needed.24 0