Yemeni Researcher Earns Top Master's Degree for Study on Social Media Influencers

Yemeni researcher and media professional Amal Al-Shurami has achieved a distinguished academic milestone, earning a Master's degree with honors (Excellent) from the Institute of Research and Arab Studies. Her thesis, titled "Yemeni Influencers on Social Media and Their Role in Shaping Arab Youth's Perceptions and Knowledge of the Yemeni Cause," analyzed the impact of Yemeni influencers on social media platforms.

The study aimed to examine the role Yemeni influencers play across social media platforms in shaping Arab youth's awareness of the Yemeni cause. It also sought to assess their capacity to guide public discourse and foster a balanced understanding of current events in Yemen. The central research question posed was: What is the role of Yemeni influencers in shaping Arab youth's perceptions and knowledge of the Yemeni cause?

The research employed a descriptive methodology, utilizing a survey approach and a combination of integrated research tools. These included in-depth interview guides, questionnaires, and content analysis sheets. The theoretical framework was based on the uses and gratifications theory and the source credibility model.

The study surveyed a deliberate sample of 400 Arab youth, with 100 participants each from Egypt, Morocco, Jordan, and Saudi Arabia, aged between 25 and 45, representing diverse educational, social, and economic backgrounds. It also included a sample of 10 specialists from academia and fields related to media, politics, and Yemeni affairs, alongside a content analysis of five Yemeni influencers' social media pages.

Findings from in-depth interviews revealed that the Yemeni cause remains multifaceted and complex. The study indicated that Yemeni influencers' engagement with the issue on digital platforms oscillates between striving for positive influence and, at times, succumbing to political biases. The research also highlighted that the emotional impact of Yemeni content is most prominent among Arab youth, while cognitive and behavioral impacts were comparatively weaker, suggesting a gap between evoking emotions and achieving tangible cognitive or behavioral change.

Furthermore, participants emphasized the importance of developing Yemeni digital media discourse and enhancing influencers' competencies through adherence to professional and ethical standards. They also called for unified efforts to showcase Yemen's civilized and humanitarian image.

Regarding Saudi youth's evaluation of Yemeni influencers' coverage quality, results indicated an overall average rating, with interactivity scoring highest at 51%. This suggests that while audience engagement is acceptable, it does not reach a level of creativity or high impact. In contrast, Egyptian youth reported that cognitive impacts were the strongest, with 63% of participants noting a significant increase in this area, compared to 29% at a moderate level and only 8% at a low level, underscoring the notable role of influencer content in enhancing knowledge and shaping perceptions related to the Yemeni cause.

The examination committee, comprised of distinguished media professors, lauded the study's value and scientific significance, deeming it a qualitative addition to Arab media literature, particularly concerning the influence of digital media on political and humanitarian issues. The committee believes the research opens new avenues for understanding the role of influencers in shaping Arab public opinion.

This achievement reflects Ms. Al-Shurami's excellence in media and scientific research and affirms the presence of Yemeni talent in Arab academic forums. The defense was attended by numerous colleagues, media professionals, journalists, and Yemeni and Egyptian political and academic leaders, as well as the researcher's family. The committee announced the results, leading to widespread celebration. Ms. Al-Shurami expressed her deep gratitude to everyone who supported her research endeavors.