The Impact of Media Specialists' Credibility on Interaction and Trust of the Saudi Public: A Study on Saudi Users of the 𝕏 Platform

Abstract

This study investigates the influence of media specialists on the 𝕏 platform regarding public knowledge and engagement in Saudi Arabia, focusing on credibility, trust, and audience interaction. A survey of 314 Saudi users revealed that perceived credibility significantly drives content consumption and engagement. Additionally, frequent interaction with and reliance on media specialists for information was associated with higher knowledge acquisition. The study underscores the importance of strategic content creation, audience engagement, and analytics while addressing challenges such as misinformation. By implementing trust-building strategies, media specialists can help foster well-informed digital communities. This research extends the concept of credibility theory to social media and offers practical insights; however, limitations include reliance on self-reported data and a focus exclusively on Saudi 𝕏 users, which may restrict broader applicability.