From Classroom to Community: Assessing the Impact of a Student-Designed Social Media Campaign in Promoting Sustainable Consumption Among Teens (an experimental study)

Document Type : Original Articles

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college of language and communication,Arab Academy for Science, Technology & Maritime Transport

10.21608/jmis.2025.403679.1082

Abstract

The research at hand utilizes an experimental approach, assessing the effectiveness of a students designed social media campaign in raising awareness among teenagers, aged 14-17, on the importance of combating different forms of consumerism. The social media campaign is designed by graduating students as part of their graduating project under the researcher supervision. The study employs a qualitative quasi-experimental approach, where two groups of school students were divided according to their age group and exposed to the designed social media campaign on Instagram. The researcher then administered pre-and post-campaign surveys that measured students' understanding of consumerism and the campaign's effectiveness in terms of message retention, involvement, and overall awareness. Results showed that, regarding the consumption behaviour among those teens, they demonstrated a high level of technology consumption, whilst a moderate positive consumption behaviour of other resources like food and water. Furthermore, the results revealed a high level of the message retention, engagement and involvement with regard to the social media campaign under investigation.

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