Social Media’s Role in Shaping Jazan Region’s Economy in Saudi Arabia: Education, Culture, and Business Perspectives
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Social media penetration in Saudi Arabia has surged to 94.3% in 2024, transforming economic and social dynamics. This study examines how social media influences education, cultural engagement, career decisions, and business marketing in Jazan City, aligning with Vision 2030’s goals of economic diversification and digital transformation. Using a quantitative cross-sectional survey of 147 participants and a Discrete Choice Model (DCM), the study compares social media’s impact to traditional methods across four domains. Results show social media is preferred for learning (84.4% probability), cultural content (78.2%), career exploration (72.1%), and marketing (62%) over traditional alternatives, driven by higher gratification and lower effort. However, algorithmic biases favoring pop culture and potential distractions pose challenges. Findings suggest social media supports Vision 2030 by enhancing access to opportunities, but strategic interventions are needed to align content with cultural and educational priorities. Recommendations include optimizing algorithms and expanding longitudinal research.
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