Title: The impact of social media on Sudan's uprising behaviour

Authors: Ashraf M. Attia; Merve Yanar Gürce; Rana A. Fakhr; Barry Friedman

Addresses: Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA ' Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA ' Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA ' Marketing and Management Department, School of Business, State University of New York at Oswego, Oswego, NY 13126, USA

Abstract: Despite its growing and significant influence on behavioural change globally, there is limited research published on the role of social media on behavioural and political change. This research proposes an integrative framework that exemplifies the impact of social media on Sudanese constituents' efforts to seek civil government. Trust, word of mouth, relationship, value, and loyalty were key social media mediating variables for the Sudanese behavioural during the uprising. These variables facilitated constituents' positive attitude toward change and the youth movement towards democracy.

Keywords: social media; Sudan; uprising; revolution; change.

DOI: 10.1504/IJBFMI.2020.111374

International Journal of Business Forecasting and Marketing Intelligence, 2020 Vol.6 No.3, pp.186 - 203

Received: 06 Jun 2020
Accepted: 08 Jul 2020
Published online: 23 Nov 2020 *

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