Digital and Interactive Social Media among Middle East Women: Empirical TAM Study

Elareshi, Mokhtar; Ziani, Abdul-Karim

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%T Digital and Interactive Social Media among Middle East Women: Empirical TAM Study
%A Elareshi, Mokhtar
%A Ziani, Abdul-Karim
%J Media Watch
%N 2
%P 235-250
%V 10
%D 2019
%K Instant messaging applications; mobile phone applications; social media interaction; TAM; WhatsApp
%@ 0976-0911
%X 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.
%C MISC
%G en
%9 Zeitschriftenartikel
%W GESIS - http://www.gesis.org
%~ SSOAR - http://www.ssoar.info