The Role of Social media in Promoting Values and Morals

(An analytical study of the impact of social media on users’ behavior and community values)

Abstract

This research aims to examine the vital role that social media plays in promoting values and ethics in the modern digital society in the Kingdom of Saudi Arabia. Through an analytical study of the impact of social media (Facebook - Twitter - Instagram) on users' behavior and societal values, the results in this research represent a comprehensive analysis of the public's response and interaction with content related to ethical topics on these platforms.   This comprehensive analysis of content published on social media platforms in Saudi Arabia shows that the most frequent platform for topics related to values and ethics is Facebook at 39%, followed by Instagram at 33.3%, and Twitter comes in last at 27.6%. In the area of language distribution, Arabic stands out at 67.3%, which indicates users' preference for communicating in their mother tongue. Dialect preferences also appear, with 53% preferring the use of colloquial dialect, reflecting the public's desire to communicate in a more accessible language. In the context of content types, the disparity in user choice is evident, with posts leading at 41.9%, the use of images at 27% and videos at 14.3%. In the field of interaction, 47.9% of likes on posts reflect the audience’s preference for simple and positive interaction. Based on these results, the recommendations were based on the importance of integrating strategies to direct content towards a positive impact on the digital society in the Kingdom of Saudi Arabia. The research emphasizes the importance of improving marketers and content managers' interaction with audience preferences and changes on social media to improve effectiveness in achieving desired goals.