10th International Congress on Information and Communication Technology

Authors - Enaam Youssef, Mahra Al Malek, Nagwa Babiker Yousif, Soumaya Abdellatif
Abstract - Social media algorithms are important in suggesting content aligned with users' needs. The relevant technology suggests content and ensures its suitability and relevance to users. Consequently, it is considered an important aspect of everyday life in enhancing community and cultural identity among youth. This research examines the effect of social media algorithms on the community and cultural identity of the young generation in the United Arab Emirates. Theoretically supported by Social Identity Theory, this research gathered data from 341 respondents using structured questionnaires. Results indicated that Social Media Algorithms positively affect Community Identity, implying that these platforms promote a sense of belonging by connecting them to local groups, discussions, and events, strengthening their cultural and social community ties. Results also revealed that the effects of social media algorithms on cultural identity remain positively significant. These findings indicate that social media content improves connection to cultural heritage and shapes cultural identity perceptions, although algorithms sometimes prioritize global over local practices. Overall, these results indicate a robust influence of social media in the UAE as a factor enabling the young generation to seek community identity and cultural belonging, which further helps them retain their overall social identity in the best possible manner. Study findings and limitations are discussed accordingly.