المجلة الجزائرية لبحوث الإعلام والرأي العام
Volume 8, Numéro 2, Pages 320-329
2025-12-28
Narrate, Click, And Share Can Digital Storytelling And User-generated Content Rebrand Saudi Cities?
Authors : Alahmari Nada .
Abstract
Abstract This paper explores whether digital storytelling and user-generated content could influence Saudi cities' brands. Furthermore, this study examines which topics—whether in digital storytelling or other user-generated contents—are most effective in encouraging broader online sharing. An online survey was used to collect data from 385 participants, primarily targeting individuals interested in travel. The study applied a five-point Likert scale to measure variables and assess correlations using Spearman's correlation coefficient and the chi-square test of independence. The main findings underscore a significant impact of storytelling and user-generated content on Saudi city branding. Additionally, the study uncovers cultural topics that substantially enhance audience engagement, particularly when the topic highlights the cultural dimensions of Saudi cities.
Keywords
Keywords: Digital storytelling, Saudi cities’ branding, audience engagement, user-generated content.
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