Family Values and Their Relationship to University Youth Attitudes towards Content Creators on Social Media Platforms

Document Type : Original Article

Authors

1 Department of Home and Institutional Management, Faculty of Home Economics, Menoufia University, Egypt

2 Department of Home Management / Faculty of Home Economics / Menoufia University

3 Home Economics Dept., Faculty of Specific Education- Benha University

4 Home and Institution Management Department - Faculty of Home Economics - Menoufia University

Abstract

The study aims to examine the relationship between family values across its four dimensions (social, economic, religious, and electronic ethical values) and university students' attitudes toward content creators on social media platforms, focusing on four main areas: attitudes toward the personality of content creators, attitudes toward the content's substance, attitudes toward imitating content creators, and attitudes toward the values embedded in the content. The research utilized various tools, including a general data form, a family values questionnaire, and a questionnaire on university students' attitudes. A sample of 440 university students from diverse disciplines and educational levels at Menoufia University was selected randomly. The study followed a descriptive analytical approach, and the data were analyzed using SPSS software (version 25). The findings revealed a statistically significant positive correlation between family values and university students' attitudes toward content creators on social media at a significance level of 0.01. Additionally, the independent variables (social, economic, religious, electronic ethical values, and family size) explained 93.4% of the changes in university students' attitudes. The social values dimension had the most significant influence on these attitudes, followed by economic values, religious values, electronic ethical values, and finally, family size. The study recommends implementing an advisory program to develop family values among university students and enhance their attitudes toward content creators on social media platforms.

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