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Uses and gratifications of social media in the Middle East North Africa region
This study explores the relation between the adoption of various social media platforms and the demographic variables of users consuming these platforms in the Middle East and North Africa (MENA) region. It also provides a better understanding of the positive and negative gratifications acquired whe...
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| Format: | Thesis |
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AUC Knowledge Fountain
2020
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| _version_ | 1867613412191633408 |
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| access_status_str | Open Access |
| author | Taha, Yousra Osama |
| author_browse | Taha, Yousra Osama |
| author_facet | Taha, Yousra Osama |
| author_sort | Taha, Yousra Osama |
| collection | Thesis |
| dc_rights_str_mv | The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy. |
| description | This study explores the relation between the adoption of various social media platforms and the demographic variables of users consuming these platforms in the Middle East and North Africa (MENA) region. It also provides a better understanding of the positive and negative gratifications acquired when users adopt social media in the region. The uses and gratifications (U&G) perspective is the theoretical grounding of the study applied to newer media, social media platforms in specific. A quantitative questionnaire, conducted within the social media users whose home countries are from the MENA region (N=561) to indicate the behavior of social media adoption in relation to 8 motivation variables. Three in-depth interviews were also conducted to analyze the findings and result, presenting insights on the assumed hypotheses. Findings of the study showed that there's a significant relation between using social media and the use of media utilities in terms of content creation and content engagement. It also showed that social media delivered not only positive gratifications, but also negative ones. Users may gain better online social activity, online learning opportunities, online active citizenship and online efficiency, but on the other hand, they also risk personal privacy violations, social media addiction, and distractions from daily tasks. |
| format | Thesis |
| id | oai:fount.aucegypt.edu:etds-1815 |
| institution | American University in Cairo (Egypt) |
| last_indexed | 2026-06-10T12:35:43.583Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from AUC Knowledge Fountain — bepress |
| publishDate | 2020 |
| publishDateRange | 2020 |
| publishDateSort | 2020 |
| publisher | AUC Knowledge Fountain |
| publisherStr | AUC Knowledge Fountain |
| record_format | dspace |
| source_str | AUC Knowledge Fountain — bepress |
| spelling | oai:fount.aucegypt.edu:etds-1815 Uses and gratifications of social media in the Middle East North Africa region Taha, Yousra Osama This study explores the relation between the adoption of various social media platforms and the demographic variables of users consuming these platforms in the Middle East and North Africa (MENA) region. It also provides a better understanding of the positive and negative gratifications acquired when users adopt social media in the region. The uses and gratifications (U&G) perspective is the theoretical grounding of the study applied to newer media, social media platforms in specific. A quantitative questionnaire, conducted within the social media users whose home countries are from the MENA region (N=561) to indicate the behavior of social media adoption in relation to 8 motivation variables. Three in-depth interviews were also conducted to analyze the findings and result, presenting insights on the assumed hypotheses. Findings of the study showed that there's a significant relation between using social media and the use of media utilities in terms of content creation and content engagement. It also showed that social media delivered not only positive gratifications, but also negative ones. Users may gain better online social activity, online learning opportunities, online active citizenship and online efficiency, but on the other hand, they also risk personal privacy violations, social media addiction, and distractions from daily tasks. 2020-02-01T08:00:00Z thesis application/pdf https://fount.aucegypt.edu/etds/816 https://fount.aucegypt.edu/context/etds/article/1815/viewcontent/U_26G_20of_20Social_20Media_20__20Final_20Thesis.pdf The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy. Theses and Dissertations AUC Knowledge Fountain MENA Region Social Media |
| spellingShingle | MENA Region Social Media Taha, Yousra Osama Uses and gratifications of social media in the Middle East North Africa region |
| title | Uses and gratifications of social media in the Middle East North Africa region |
| title_full | Uses and gratifications of social media in the Middle East North Africa region |
| title_fullStr | Uses and gratifications of social media in the Middle East North Africa region |
| title_full_unstemmed | Uses and gratifications of social media in the Middle East North Africa region |
| title_short | Uses and gratifications of social media in the Middle East North Africa region |
| title_sort | uses and gratifications of social media in the middle east north africa region |
| topic | MENA Region Social Media |
| url | https://fount.aucegypt.edu/etds/816 https://fount.aucegypt.edu/context/etds/article/1815/viewcontent/U_26G_20of_20Social_20Media_20__20Final_20Thesis.pdf |
| work_keys_str_mv | AT tahayousraosama usesandgratificationsofsocialmediainthemiddleeastnorthafricaregion |