Social Networking Intent of the Zoomers: Evidence from Saudi Arabia

Abstract

With a young population and high internet penetration levels, Saudi Arabian users are more active than ever on social media. Close to 44% of Saudi Arabia’s users of online social networking sites are between the age of 18 and 24 years, also known as ‘zoomers’ or ‘Gen Z’. From this age group, students at the college level are one of the most prolific users of online social networks (Alaslani & Alandejani, 2020). Since this study was conducted on Saudi undergraduate students, we will refer to them as zoomers in this article as they are from the same age group. The Unified Theory of Acceptance and Use of Technology was adapted for the study to understand factors that influence the perception, acceptance and usage of online social networks by zoomers in Saudi Arabia. Data collected from 623 undergraduate students across the country reflect that while variables like task-oriented usage, trust and pleasure influenced the attitude of users, privacy was not a concern for students in choosing to use online social networks. Perceived behavioural control directly impacts the intention to use such networks; however, subjective norms or influence of peers and family did not impact the behavioural intention of the students to choose online social networking sites. A better understanding of the factors influencing the attitude of these zoomers (Gen Z) provides a massive opportunity for brands as well as social networking platforms to be able to not only reach this population effectively but also plan efficient approaches for revenue generation. This can also help academicians and government entities understand the behaviour of college-going students by exploring the constructs related to their behavioural intention to choose and use online social networks.