International Journal of Media and Mass Communication (IJMMC)

Exploring Consumer Behavior in the Metaverse: Current Insights and Future Directions

2026-01-06T10:55:29+00:00

The metaverse, a virtual shared space blending physical and digital realities, is
fundamentally transforming consumer behavior by introducing unprecedented modes of
engagement. As businesses increasingly adopt metaverse platforms for marketing, social
interaction, and commerce, understanding consumer behavior in these immersive
environments has become critical for strategic decision-making. This review synthesizes
existing research on metaverse-driven consumer behavior, identifying key themes such as
virtual identity formation, digital ownership (e.g., NFTs), social influence dynamics, and
experiential immersion. Additionally, we explore emerging challenges, including privacy
concerns, digital addiction, and cross-platform interoperability issues, which shape user
adoption and retention. To advance scholarly and practical understanding, we propose a
conceptual model integrating psychological (e.g., self-expression motives), technological
(e.g., VR/AR usability), and social (e.g., community norms) factors that collectively
influence metaverse consumption patterns. This framework aims to guide future empirical
research and help businesses tailor engagement strategies in this rapidly evolving digital
landscape.

Awareness of Media Laws: A Study of the Impact of Understanding Regulations on Media Compliance in the Kingdom of Saudi Arabia

2026-01-06T12:49:18+00:00

This study aims to understand the impact of media regulations on the public's compliance
with them in the Kingdom of Saudi Arabia. The research objectives include analyzing the
level of public awareness of these regulations, identifying the factors influencing their
perception, and examining the effect of the language used in these regulations on
understanding and compliance. Additionally, the study seeks to explore the relationship
between the level of public understanding and their adherence to the laws, and to provide
recommendations for relevant authorities to enhance access to information regarding the
regulations.
The results indicate that the public's understanding of media regulations ranges from
moderate to good, with an urgent need for increased awareness, particularly among groups
not directly related to the media profession. It was also found that legal terminology and the
details of terms and conditions pose barriers to understanding, necessitating the
simplification of legal language to make the information clearer. Furthermore, the findings
confirmed that the language used in formulating regulations significantly affects public
compliance, as the use of simple language contributes to fostering a culture of awareness
and reducing violations .
The public primarily relied on digital media, such as social media platforms, as a source of
information about the regulations, highlighting the importance of improving these channels.
Finally, the research demonstrated that a lack of complete understanding of the regulations
may lead to unintentional media violations, underscoring the need for greater clarification
of the applicable media provisions.
A random sample of 200 individuals, representing citizens within the Kingdom of Saudi
Arabia, was studied over a two-week period. The study revolves around key questions
regarding the extent of public understanding of media regulations and how their
understanding affects their compliance .
The study recommends providing sufficient information about the regulations and
simplifying legal language, with a focus on the penalties associated with these violations .
Keywords: Media Laws, Media Literacy, Media Regulations and System

The Impact of Social Media on Social Cohesion in Sudan A Descriptive and Analytical Study Using the Social Cohesion Radar From (April 2023 – July 2025)

2026-01-07T06:50:35+00:00

Social cohesion is a fundamental pillar for societal stability, especially in contexts
marked by conflict and strife. This study aims to examine the impact of social media on
social cohesion in Sudan during the period from April 2023 to July 2025, amidst
escalating armed conflicts and weakening state institutions, and their effects on the social
fabric.
The study employs a descriptive-analytical approach, utilizing the Social Cohesion
Radar as a framework to measure indicators of trust, belonging, solidarity, and social
participation. Data were collected through a Likert-scale questionnaire administered to a
sample of social media users inside and outside Sudan, alongside a review of relevant
literature and studies.
Findings reveal a dual role for social media: on one hand, it enhances digital solidarity
and support exchange during crises; on the other hand, it contributes to deepening social
divisions, increasing hate speech, and eroding trust among individuals and institutions. A
decline in national belonging was observed in favor of regional and ethnic affiliations,
alongside limited civic participation on digital platforms, which often remains emotional
and non-institutional.
The study recommends developing educational and regulatory strategies aimed at
mitigating the negative impact of digital discourse and promoting the responsible use of
social media as a tool for strengthening social cohesion. Moreover, it suggests adopting
the Social Cohesion Radar as a national instrument for analyzing societal changes, to be
utilized by policymakers, researchers, and civil society organizations.
Keywords: Impact - Social Media - Social Cohesion - Social Cohesion Radar

Motives for the spread of misinformation and falsehoods via social media during the COVID-19 pandemic: An analytical and exploratory study on a sample of Sudanese professionals

2026-01-07T06:52:46+00:00

The COVID-19 pandemic led to an unprecedented surge in information across digital
platforms, coinciding with a scarcity of accurate scientific data in the early stages of the crisis.
This created a fertile environment for the spread of false and misleading information, a
phenomenon known as "Infodemic" as documented by the World Health Organization and
various academic studies.
This study aims to analyze the forms and types of misleading information, explore the
underlying motives behind its emergence and spread, and monitor its relationship with the
flow of official information, as well as its impact on public behavior and decision-makers.
The research adopted a descriptive-analytical approach using an electronic questionnaire
distributed to a purposive professional sample of 102 specialists (academics, journalists,
doctors, and social media activists) in the United Arab Emirates. Data was collected between
January and March 2025. Results showed that 79.4% of participants believe the spread of
fake news is linked to motives of attracting attention and achieving personal or commercial
gains. The survey revealed that the main drivers for the spread of misleading news were:
attracting attention (40.2%), journalistic scoops (23.5%), and entertainment (17.6%).
Furthermore, information scarcity (42.2%) topped the list of reasons contributing to the
spread of false news. News related to prevention methods was the most circulated (30.4%).
Additionally, 27% of participants indicated their reliance on traditional media as a primary
source of information.
The study concluded that the COVID-19 pandemic created a fertile ground for the
dissemination of false and misleading information due to the scarcity of official information
and increased reliance on social media. The findings emphasize the necessity of promoting
media literacy and digital awareness to limit the impact of false information, in addition to
employing artificial intelligence techniques for content verification on social platforms.
Keywords: Misinformation, COVID-19, Social Media, Infodemic

Cybersecurity and its impact on contemporary international relations: challenges and strategie

2026-01-07T06:55:04+00:00

Cybersecurity has emerged as a critical issue in the contemporary era, posing significant
challenges to states amid rapid technological advancements and growing dependence on the
internet and digital technologies across various sectors. Cyberspace has evolved into a new domain
for international interaction, directly impacting national and economic security. This evolution has
introduced a range of threats, including attacks on critical infrastructure and cyber espionage. Due
to the transnational nature of cyberattacks, international cooperation is imperative to counter these
threats and safeguard global stability. Such attacks have the potential to escalate tensions between
states, particularly when they target vital or economic systems, thereby affecting diplomatic
relations and potentially triggering conflict. Consequently, cybersecurity has become an integral
component of national and global security strategies. While modern technologies such as artificial
intelligence and cloud computing offer economic advantages, they also introduce novel
vulnerabilities. Addressing these threats necessitates comprehensive strategies involving
collaboration among governments, as well as international and regional organizations. This
research aims to analyze the impact of cyberattacks on international relations, evaluate existing
global and regional policies, and propose strategic frameworks to enhance international
cooperation and protect cyberspace—ultimately contributing to stability in global relations.
Keywords: Cybersecurity, International Relations, Cyber Threats, Cyberwars, Cyberspace, International
Law.

Representations of Moroccan Culture in Al Jazeera Documentary

2026-01-07T07:01:40+00:00

This paper is about representations of Moroccan culture in Al Jazeera documentary. It is a
discourse analysis of five documentaries produced and broadcast by Al Jazeera
documentary. The paper is based on theories of framing and orientalism.
The paper tries to discover and explain how Al Jazeera documentary framed the Moroccan
culture and approached it. It also tries to discover the aspects that Al Jazeera documentary
focused on and the themes tackled in the documentaries. The paper goes through concepts
and theories of culture, Moroccan culture, Framing theory, Orientalism, discourse analysis
and analyses the five documentaries that cover almost all aspects of Moroccan culture:
Music, urban life, rural life, architecture, history, folklore, cultural heritage, society,
cultural diversity, and civilizations.
Keywords: Moroccan culture, culture, Al Jazeera documentary.

Digital Activism, Social Media and Policy Advocacy: A Study of #DelhiAirPollution Campaign on Twitter (X)

2026-01-07T07:49:53+00:00

This study examines the intersection of digital activism and policy advocacy, focusing on
the #DelhiAirPollution campaign on Twitter (X). Over a six-month period (October 2023
to March 2024), it employs netnographic analysisto explore the themes emerging from the
campaign, as well as qualitative analysis of news articles and policy measures discussed
during the peak pollution season to assess the influence of digital activism on government
responses to air pollution in Delhi. Findings reveal that Twitter (X), as a platform for
collective action, has played a crucial role in mobilizing the general public, raising
awareness, and influencing short-term air quality measures. However, challenges remain
in ensuring long-term policy change. Through the netnographic analysis of campaign
tweets and the policy review, the study highlights the impact of digital activism in shaping
public discourse, influencing policy decisions, and raising awareness about air pollution in
urban environments.
Keywords: Digital Media, Digital Activism, Policy Advocacy, Twitter (X), Delhi Air Pollution ,
Netnographic Analysis