Saudi youth’s attitudes towards social platform influencers and their impact on their value system:

Document Type : Original Article

Authors

1 Associate Professor, Department of Media, King Saud University

2 PhD student in the Department of Mass Communication, King Saud University

3 PhD student in the Department of Media, King Saud University

Abstract

The study aimed to determine the attitudes of Saudi youth towards influencers of social media, reveal the impact of these attitudes on their value system, and analyze and find out the correlation between the demographic characteristics of the respondents and their attitudes towards social media platform influencers, by conducting a survey study on a purposive sample consists of 200 respondents from female Saudi youth, aged from 18 to 35 years. The study concludes to that the general trend in the degree of keenness of the study sample of Saudi youth to follow the accounts of influencers on social media was moderate. Snapchat came in first place for the most social networks through which the study sample was keen to follow influencers with a rate of 71.50%, followed by (TikTok) with a percentage of 60.50%, then in third place came (Twitter) with 56%. The attitude towards the credibility of influencers among Saudi youth was high, and the degree of social values, in general, exceeded the moral values among the Saudi youth in the study sample, as it came with SD (2.4950) Compared to (2.4150) for moral values. The study recommended the necessity of developing an ethics code of influencers’ practices on social media, based on the social customs and traditions of Saudi society.
 
 
 

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