THE IMPACT OF FOLLOWING SOCIAL MEDIA CELEBRITIES ON UNIVERSITY YOUTH IN SAUDI SOCIETY

Abstract

The study aimed to identify the impact of following social media celebrities on the values, behavior, attitudes, and future of university students in Saudi society. This study belongs to the descriptive study genre, which aims to describe and analyze the impact of following social media celebrities on university students in Saudi society. The study relied on a social survey method using a sample of students in the College of Social Sciences at Imam Muhammad ibn Saud Islamic University in Riyadh. The study population consists of students in the College of Social Sciences at Imam Muhammad ibn Saud Islamic University in Riyadh. The study sample includes a random sample of (386) students from the college's four departments. The researcher relied on a primary tool, a questionnaire for students in the College of Social Sciences at Imam Muhammad ibn Saud Islamic University in Riyadh. The study results confirmed that the degree of impact of following social media celebrities on the values ​​of university students in Saudi society came in at an arithmetic mean of (2.65) and a standard deviation of (0.64), with a (high) degree of agreement. This was represented by: the prevalence of individualistic values ​​among youth, the weakness of the social value system among youth, and the increase in opportunistic values ​​among youth. The degree of impact of following social media celebrities on the behavior of university students in Saudi society may The study had an arithmetic mean of (2.45) and a standard deviation of (0.82), with a "high" degree of agreement. These findings included the spread of Western behaviors among young people due to following social media celebrities, the increase in ongoing disputes between young people on social media, and the degree of influence of following social media celebrities on the attitudes of university students in Saudi society. The study had an arithmetic mean of (2.55) and a standard deviation of (0.73), with a "high" degree of agreement. These findings included: an increase in youth's unconscious imitation of social media celebrities, a significant increase in sports fanaticism among young people, and a weakening of youth's attitudes toward the necessity of continuing their university education. The study also found that the degree of influence of following social media celebrities on the future of university students in Saudi society had an arithmetic mean of (2.77) and a standard deviation of (0.67), with a "high" degree of agreement. These findings included: youth's benefit from social media celebrities in planning their futures, and the influence of social media celebrities on young people's outlook on the future.