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Document Type |
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Thesis |
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Document Title |
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The effectiveness of environmental awareness campaigns on digital platforms فاعلية الحملات التوعوية البيئية في المنصات الرقمية |
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Subject |
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Faculty of Communication and Media |
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Document Language |
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Arabic |
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Abstract |
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This study aimed to identify the extent of the Saudi youths exposure to environmental issues, including the awareness campaigns on digital platforms. Such goal was sought in light of three interrelated theories: social marketing, cultivation and uses and gratifications. Both qualitative and quantitative approaches were used in answering the theoretical and the field respectively. Initially and based on what was included in the field questions, the author used observation and monitoring the nature of the environmental awareness activity carried out by the concerned authorities on social networks in order to build the questionnaire to collect information, from 429 participant involved, male and female students of King Abdulaziz University in Jeddah, Saudi Arabia. They were selected according to the stratified random sampling method.
The study outlined several results, most notably: that students with scientific majors were more exposed to environmental issues represented by (56.2٪). The main motive for the study samples of using social networks is “entertainment” in the first place. While the statistical tests concluded that there were no statistically significant differences attributed to the sex variable with regard to the amount of environmental exposure to social networks, as well as to the “motives of the sample members’ use of such networks”, the study found that the average of “negative exposure” (who are not keen on the environmental subjects) was greater than the average of 'active exposure' (subjects who were self-interested in following up on these subjects). As for measuring the dimensions of the impact of environmental issues on the sample participants, it was found that the cognitive and emotional dimensions carry a greater degree than the behavioral dimension.
Keywords: environmental awareness campaigns, social networks, social marketing theory, cultural implantation theory, uses and gratification theory. |
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Supervisor |
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Prof. Muhammad Abdel Aziz Al-Hizan |
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Thesis Type |
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Master Thesis |
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Publishing Year |
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1444 AH
2022 AD |
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Added Date |
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Wednesday, March 1, 2023 |
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Researchers
| حسان علي الغامدي | Alghamdi, Hasan Ali | Researcher | Master | |
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