Doctor of Philosophy / Curriculum and Instruction Programs / Kay Ann Taylor / The purpose of this qualitative multiple participant case study was to identify the influence of social media on Saudi graduate students who are active social media users. Social media have been influencing Saudi students differently than those in other socio-cultural contexts due to the uniqueness of the Kingdom of Saudi Arabia (KSA) in terms of cultural, political, economic, and social life. This study contributes to educational technology broadly and understanding the experiences of Saudi graduate students who are active social media users specifically. This study sought to illuminate and clarify understanding of the influence of social media use on graduate students in the KSA. This study investigated the influence of social media on Saudi graduate students through the experience of six Saudi graduate students who have 200K or more followers/subscribers on YouTube, Twitter, Instagram, or Snapchat. Vygotsky-based social constructivism was used to analyze and interpret the findings of the research in an effort to understand and make sense of the impact of social media on education through the participants’ experiences as graduate students and active social media users. The significant findings of this research support social constructivism, in that learning occur through social interaction with the More Knowledgeable Other (MKO) in the Zone of Proximal Development (ZPD). The findings of the study included three emerging themes: (1) social media experience, (2) social media influence, and (3) changes brought by social media. Two categories emerged from the data under the first theme. The categories are (a) planned versus unplanned fame, and (b) social media preferred sites, activities and topics. Three categories and two sub-categories emerged from the second theme: (a) educational influence, which has two sub-categories —(i) formal teaching and learning (ii) informal learning —; (b) financial influence; and (c) gender issues in social media. The results contribute to the limited qualitative research on Saudi graduate students and social media and to the overall social constructivism research in the KSA higher education.

Media usage, as well as media advertising, is growing in tandem with each other. Media users will, regardless of which medium that is in use, encounter a considerable amount of advertising. As we are moving towards a more digitized world, and also a more digitized media sphere, a new communication landscape has been formed. The digitalization has provided new ways to communicate and also new ways to advertise. Now there is not only possible to advertise through traditional offline media channels, such as radio and television, but also possible to advertise through online media, such as Facebook and Instagram. Personalized advertising is an advertising format which has evolved with the growth of online advertising and the ability to collect media users’ data online. Personalized advertisements are formed to comply with the media users’ preferences and have been proven to be effective and in some cases appreciated. Though, this form of advertisements has brought up concerns regarding the media users’ integrity online and previous research does, therefore, claim that personalized advertising is a paradox. Furthermore, a question that can be asked regarding advertising and the new communication landscape that has emerged is: what can be said about media users’ attitudes towards advertising online compared to advertising offline? The purpose of this study is to examine media users’ attitudes towards advertising online, compared to attitudes towards advertising offline, and further investigate whether the mediums themselves seem to have an impact on the receiver’s attitudes towards advertising. The study’s three research questions compose the structure which is followed throughout the study. Furthermore, to answer the research questions, a survey has been implemented. The survey intended to investigate media users’ attitudes towards advertisements online and offline. The theories the study is based on are Marshall McLuhan’s theory The Medium is the Message, The advertising value model by Ducoffe and Personalization. Based on the study’s theory and theoretical framework, the result was analyzed and discussed. The result of the study shows that media users’ attitudes towards advertising are overall rather similar, regardless of age, gender and political position. Further, a pattern that shows connections between media users’ self-reported awareness, their consent of data collection and their appreciation of personalized advertising online was found. The study further examines differences between attitudes towards different mediums, however, we can conclude that the mediums themselves have been proven to not be determinant in media users’ attitudes towards advertising - the experiences of advertising are rather negative regardless of where the media user encounters them. This study contributes with information and insight regarding media users’ attitudes towards advertising in different mediums, further, how media users stand regarding online privacy and concession with data collection in relation to their attitudes towards personalized advertising.

A qualitative interview study aimed at investigating the role of training images for people and the needs of Instagram users. The study focuses on the Actic gym in Kalmar, which is a relatively unexplored area. The questions that the study asks are; What does Instagram mean for media users at Actic? What results of workout does skilled Instagram users experience on Actic? Is there any visible difference between the sexes that practice at Actic and their experience of exercise pictures at Instagram? Semi-structured interviews have been made with eight people age 18-24, as this is the age group that is most active on Instagram. The interviews were transcribed and resulted in a discussion that we lean against the Uses and Gratifications theory and the social comparison theory. The result shows a number of needs that users are considered to need to fill and the perception of training-influenced images that are both positive and negative. The needs are such as inspiration and motivation as well as the help that may be needed to go to the gym.

This study examines how young people, in particular adolescents in the ages 18 to 20 years old, use Tiktok to access news. A qualitative interview survey is conducted and analyzed based on the uses-and-gratifications theory and the perception of News-Finds-Me. The respondents taking part in the interviews explain how they use Tiktok to access news, discuss the apps algorithms and how they function on Tiktok. They also talk about in what ways they are influenced by Tiktok and their view on Tiktok and misinformation. Among the respondents, it becomes clear that young people in the ages 18 to 20 years old use Tiktok as their first hand choice as a news source and that they use it every day - for many hours a day. These young adults still find Tiktok as a necessary social media to use to stay updated with world news and what is going on in society and to stay in tune with popular trends. The findings show that these young adults also use Tiktok to stay in touch with relatives and close and distant friends. It also appears that the young adults see Tiktok as a platform to waste time on when bored and that the negative side of using Tiktok for news is that you get addicted to the app, because of its addictive design and algorithms that suggest what you want to see on the app.

This diploma thesis deals with usage of social networks in company communication strategy. It introduces the most popular and most used social networks in Czech and Slovak republic. It also characterizes the types of social networks users. In the end these informations are being used for proposing/making better of the communication strategy of actual company.

In recent years, there has been a substantial increase in the percentage of seniors using social media, yet few studies have been conducted to understand the challenges underlying social network utilisation by seniors. By understanding what motivates seniors to use social media, the difficulties they encounter while using them and what would be an inclusive social media from their perspective is paramount for designing inclusive user interfaces that suit this growing population. This study explores the accessibility challenges faced by older adults, specifically those aged over sixty, when using social media platforms by focussing on Facebook as a case study. Through a heuristic evaluation and a user study this research assesses Facebook’s compliance with Web Content Accessibility Guidelines (WCAG) and specific usability issues faced by people over sixty. The focus is on understanding the barriers that hinder effective engagement of older adults on social media platforms. Our findings highlight significant areas where Facebook fails to meet accessibility standards, potentially leading to digital exclusion of the elderly. The study also discusses the broader implications of these findings, emphasising the need for more inclusive design practices in social media platforms to accommodate the diverse needs of older adults. This research seeks to contribute to the field of inclusive design and accessibility by providing insights into how social media platforms can become more accommodating and accessible to older users.

Background:  Over the years, traditional entrepreneurs started businesses due to either pull or push factors within their environments. Research has been carried out in profiling different types of entrepreneurs and their characteristics. The social media influencers are new forms of entrepreneurs who recently appeared due to changes in the technological environments. The existence of social media platforms has enhanced the possibility of entrepreneurial activities online. The platforms are available for everyone, but some have more entrepreneurial orientation or characteristics than others.  Purpose: The aim of this research is to measure the entrepreneurial orientation and the characteristics of social media users, compare social media influencers with other social media users, to determine if differences exist. Methods:       This research uses the Individual Entrepreneurial Orientation scale (Bolton & Lane, 2012) and the Individual Personality Traits measuring scale (Al Mamun, Bin Yusoff, & Ibrahim, 2018). This is a deductive study, testing the above-mentioned theories on social media users, and a quantitative study aided using data collected from online survey. Conclusion:   The results of this study show that Social Media Influencer have higher entrepreneurial traits than non-Social Media Influencers.  The result also supports the three-factor structure and satisfactory reliability of the IEO scales and subscales. Subsequently, I found out that non-SMIs do create online contents and carry out entrepreneurial activities online too.