Interactive and personalized digital communication: Key predictors of political participation intention in young Moroccans
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Author(s)Hind SbaiLink to ORCID Index: https://orcid.org/0000-0002-5760-0643
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Souad Al BakaliLink to ORCID Index: https://orcid.org/0009-0001-1349-3700
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Hassan AzouaouiLink to ORCID Index: https://orcid.org/0000-0001-5511-453X
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Abdessamad DibiLink to ORCID Index: https://orcid.org/0009-0001-8691-5337
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DOIhttp://dx.doi.org/10.21511/im.21(2).2025.21
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Article InfoVolume 21 2025, Issue #2, pp. 260-275
- 42 Views
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Creative Commons Attribution 4.0 International License
Through a quantitative lens, this study examines the effect of interactivity and personalization in digital communication on young individuals’ political participation intentions within a non-Western context, specifically among Moroccan youth. Furthermore, it evaluates the mediating roles of attitude and perceived behavioral control. Adopting a positivist epistemological stance, the study utilized an online survey disseminated via social media. Data were collected during a post-election period in Morocco, a time marked by significant political engagement on social media. Subsequently, a purposive sample of 423 respondents was analyzed using Partial Least Squares regression. The findings reveal a positive and significant effect of both interactivity (p < 0.01; β = 0.363) and personalization (p < 0.01; β = 0.333) on young Moroccans’ political attitudes. However, interactivity exhibited the largest effect. While personalization had a positive effect, only professionally-oriented communications resonated, challenging broader notions of personalization’s universal positive effect on political attitudes. Additionally, perceived behavioral control was positively affected mainly by personalization (p < 0.01; β = 0.200), yet its variance was minimally explained (R² = 0.092) by digital communication features alone, suggesting that other political determinants are at play. Furthermore, both political attitude and perceived behavioral control significantly predicted political participation intentions, with perceived behavioral control demonstrating a stronger effect. Finally, mediation analysis confirmed that personalized interactive communication indirectly stimulates political participation intention through both attitude and perceived behavioral control (p < 0.05). These results extend existing models, highlighting the critical role of interactivity and personalization in shaping youth political participation intention in the Moroccan context.
- Keywords
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JEL Classification (Paper profile tab)M31, M37
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References51
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Tables10
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Figures2
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- Figure 1. Research model
- Figure 2. Validated research model
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- Table 1. Demographic profile of respondents
- Table 2. Synthesis of constructs and items after purification
- Table 3. Fornell-Larcker criterion
- Table 4. Cross-loading criterion
- Table 5. Direct effect
- Table 6. R-squared
- Table 7. Stone-Geisser Q² coefficient
- Table 8. GoF
- Table 9. Indirect effect and bootstrapped confidence interval
- Table A1. Synthesis of constructs and items
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Factors affecting users’ brand awareness through social media marketing on TikTok
Cuong Nguyen ,
Thao Tran ,
Tien Nguyen
doi: http://dx.doi.org/10.21511/im.20(1).2024.11
Innovative Marketing Volume 20, 2024 Issue #1 pp. 122-131 Views: 3341 Downloads: 1049 TO CITE АНОТАЦІЯTikTok is increasingly influential in promoting brand awareness and boosting purchase intention. From a social media marketing perspective, brand awareness significantly influences consumers’ purchasing decisions. The primary objective of this study is to investigate and measure the factors influencing the brand awareness of TikTok users through social media marketing communications. The paper employs exploratory factor analysis, Cronbach’s Alpha test, and regression analysis to test the hypotheses. 24 observed variables were divided into six groups. Each variable was assessed using a 5-point Likert scale. The sample size includes 240 valid responses from TikTok users collected via convenience sampling. The questionnaire was distributed to TikTok users from Vietnam via the link on Google Forms. The collected data were processed by SPSS 20 software. The results suggest that six independent variables positively affect brand recognition via social media marketing on TikTok, with a 95% confidence interval at Sig. = 0.000 (0.05). Each of the six variables positively impacts initial expectations and is statistically significant at 1%. The results show that trends (Beta = 0.299) are the most decisive factors impacting brand awareness of TikTok users. Besides, electronic word of mouth (Beta = 0.242), influencer (Beta = 0.220), entertainment (Beta = 0.206), interaction (Beta = 0.200), and storytelling (Beta = 0.179) also positively affect the brand awareness of TikTok users. Limitations and further research suggest that marketers should investigate the role of artificial intelligence (AI) in the consumer’s brand awareness-constructing process.
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Adoption of Mobile Banking and Perceived Risk in GCC
Kavita Chavali ,
Ajith Kumar
doi: http://dx.doi.org/10.21511/bbs.13(1).2018.07
Banks and Bank Systems Volume 13, 2018 Issue #1 pp. 72-79 Views: 2647 Downloads: 643 TO CITE АНОТАЦІЯThe study deals with the adoption of mobile banking services by respondents in UAE and the perception of risk factors by them. A model was developed on the Customer Adoption Process of mobile banking. The model is validated based on the data collected using the questionnaire from a sample of 90 respondents in UAE. Factor analysis is used to evaluate and analyze the responses. Belief in technology and the value it creates are the major driving force for respondents to adopt mobile banking. Respondents perceive that mobile banking helps in proper financial planning due to continuous monitoring the transactions and time saving. Lack of privacy in the mobile banking transactions and not all banks offering mobile banking services in UAE are the major challenges perceived by the respondents for non-adoption of mobile banking. Respondents identify time risk, financial risk and performance risk as the most predominant risk factors compared to other risks in the adoption process.
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The effect of industrial revolutions on the transformation of social and economic systems
Leonid Melnyk 
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Oleksandr Kubatko ,
Iryna Dehtyarova ,
Oleksandr Matsenko ,
Oleksandr Rozhko
doi: http://dx.doi.org/10.21511/ppm.17(4).2019.31
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