The Role of Social Media Platforms in Promoting Positive Public Behavior Toward Animals: A Field Study

Abstract

The study aimed to investigate the role of social media platforms in promoting positive behavior towards animals among the public. The study examined the extent to which content published on social media affects individuals' awareness and interests in animal rights and care. The study employed the survey method, using an electronic questionnaire as a data collection tool. A sample of 206 respondents was surveyed, comprising diverse groups in terms of age, educational level, and occupation. The study yielded a set of results, the most significant of which is the lack of follow-up to pages specialized in animal rights and welfare, indicating low awareness or a lack of interest in the content published on animal rights and welfare. The positive impact of social media on awareness of animal rights, and the possibility of utilizing it as a means of promoting awareness. The significant role that social media plays in promoting positive behavior towards animals is that exposure to positive content on social media can promote positive behaviors towards animals. The study concluded with a set of recommendations, the most important of which are the use of visual content such as photos and videos through social media, posting on the most used platforms such as TikTok and Instagram for broader reach, launching awareness campaigns to promote interest in the issue, and encouraging concrete actions such as volunteering and financial support by Simplifying the process, and focusing on enhancing transparency and trust.