Download full text
(external source)
Citation Suggestion
Please use the following Persistent Identifier (PID) to cite this document:
https://doi.org/10.15655/mw/2019/v10i2/49642
Exports for your reference manager
Digital and Interactive Social Media among Middle East Women: Empirical TAM Study
[journal article]
Abstract This study investigates the use of interactive media (WhatsApp) by Bahraini
women to understand their decisions on how, why and when they use it. It
supports the use of mobile technology applications to expand efficient
communication and information among Arab women. Mobile technologies are
very... view more
This study investigates the use of interactive media (WhatsApp) by Bahraini
women to understand their decisions on how, why and when they use it. It
supports the use of mobile technology applications to expand efficient
communication and information among Arab women. Mobile technologies are
very accessible to Arab women these days. A sample of 1,137 responses was
collected, using a snowball sampling approach. Based on TAM literature, the
study found that interactive media (e.g., WhatsApp) has enabled Bahraini women
to communicate and share information with others. WhatsApp was used daily (2-
3 hours) and also for sending comics and entertainment clips, important and
rare news stories. Social interaction, communication, and escapism were found
to be the most popular reasons for using WhatsApp. Overall, WhatsApp served
as a platform used by Bahraini women to participate in social and communication
activities.... view less
Classification
Interactive, electronic Media
Free Keywords
Instant messaging applications; mobile phone applications; social media interaction; TAM; WhatsApp
Document language
English
Publication Year
2019
Page/Pages
p. 235-250
Journal
Media Watch, 10 (2019) 2
ISSN
0976-0911
Status
Published Version; peer reviewed
Licence
Creative Commons - Attribution-Noncommercial-No Derivative Works 4.0