Digital and Interactive Social Media among Middle East Women: Empirical TAM Study

Abstract

This study investigates the use of interactive media (WhatsApp) by Bahraini women to understand their decisions on how, why and when they use it. It supports the use of mobile technology applications to expand efficient communication and information among Arab women. Mobile technologies are very accessible to Arab women these days. A sample of 1,137 responses was collected, using a snowball sampling approach. Based on TAM literature, the study found that interactive media (e.g., WhatsApp) has enabled Bahraini women to communicate and share information with others. WhatsApp was used daily (2- 3 hours) and also for sending comics and entertainment clips, important and rare news stories. Social interaction, communication, and escapism were found to be the most popular reasons for using WhatsApp. Overall, WhatsApp served as a platform used by Bahraini women to participate in social and communication activities.