Motives for Saudi Youth's Exposure to the Pages of Influencers on the Internet and their Relationship to their Attitudes Towards Work

Abstract

The study aims to investigate the relationship between the motivations that drive Saudi youth to engage with influencer pages on the internet and their attitudes towards work. This will be achieved by monitoring their motivations for engagement and comparing them with their attitudes toward traditional employment and online work. The study belongs to descriptive research and employs a media survey methodology. The study sample was represented in Saudi youth, totaling 400 individuals, including both males and females. Out of this sample, 312 individuals were selected based on their exposure to influencer pages on the internet. Data was collected using a questionnaire as the survey instrument. The study reached a set of results, among the most notable of which are as follows: Snapchat emerged as the top social media platform preferred for following influencers, with a percentage of 67.1%. TikTok came in second place with a percentage of 52.9%. The motivations of entertainment and leisure, along with staying informed about news in general, shared the top position among the reasons why the participants in the study followed influencer pages on social media. In the second position, the motivation was to gain new ideas for work. Saudi youth selected the page of Ahmed Al Shugairi as the most followed influencer page for them, followed by Faiz Al-Maliki in the second position, and Najla Al Wadaani in the third position. Additionally, the statement "Combining traditional work and online work is possible" ranked at the forefront of the study sample's attitudes towards work, with a tendency towards agreement. Following this, the statement "Influencer pages have helped me acquire information that can be beneficial in the professional field" came in the second position.