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The impact of social media on Sudan's uprising behaviour

Author

Listed:
  • Ashraf M. Attia
  • Merve Yanar Gürce
  • Rana A. Fakhr
  • Barry Friedman

Abstract

Despite its growing and significant influence on behavioural change globally, there is limited research published on the role of social media on behavioural and political change. This research proposes an integrative framework that exemplifies the impact of social media on Sudanese constituents' efforts to seek civil government. Trust, word of mouth, relationship, value, and loyalty were key social media mediating variables for the Sudanese behavioural during the uprising. These variables facilitated constituents' positive attitude toward change and the youth movement towards democracy.

Suggested Citation

  • Ashraf M. Attia & Merve Yanar Gürce & Rana A. Fakhr & Barry Friedman, 2020. "The impact of social media on Sudan's uprising behaviour," International Journal of Business Forecasting and Marketing Intelligence, Inderscience Enterprises Ltd, vol. 6(3), pages 186-203.
    • Handle: RePEc:ids:ijbfmi:v:6:y:2020:i:3:p:186-203
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