vol 25 no3,2025

Jordanian Youth's Use of Social Television in the Qatar World Cup

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Jordanian Youth's Use of Social Television in the Qatar World Cup.

Abstract:

This study aims to identify the extent to which Jordanian youth use social media as a visual medium for watching the FIFA World Cup in Qatar, and the factors influencing their acceptance and use of social media. The study employed a survey methodology, administering a questionnaire to a purposive sample of 232 young Jordanian men and women. The results showed a high overall average for the factors influencing Jordanian youth's acceptance and use of social media as a visual medium for following the FIFA World Cup in Qatar.The study found that the expected effort domain was the most influential factor in Jordanian youth's acceptance and use of social media. The statement, "Learning to use social media to watch the FIFA World Cup in Qatar is easy for me," ranked first with a mean score of 4.34. Similarly, the expected performance domain saw the statement, "Social media contributed to increased audience engagement with the FIFA World Cup in Qatar," rank first with a mean score of 4.26.The results also showed that in the area of ​​social influence, the statement "My friends and acquaintances motivate me to use social media to follow the Qatar World Cup" ranked first, with a mean score of 4.01.The study also revealed that the statement "I have the ability, knowledge, and experience to use social media to follow and watch the Qatar World Cup" ranked first, with a mean score of 4.29.The results further indicated that the statement "Weak technical support for internet services among Jordanian youth" ranked first, with a mean score of 4.29, among the difficulties Jordanian youth face in using social media to achieve their goals.

Keywords: Jordanian youth, social television, digital networks, FIFA World Cup.

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