Investigating the Effect of Social Media on Dependency and Communication Practices in Emirati Society

In the evolving landscape of information dissemination, the importance of social media has become crucial. This is especially apparent in the aftermath of the COVID-19 pandemic, where we observed social media integration into different parts of daily life, yielding myriad impacts. The present study investigates the effects of social media on the communication dependency of Emirati individuals who engage with these platforms, further leading to communication with friends, family, and professional connections in the post-pandemic era. Based on the media dependency theory, this research gathered data from 385 respondents that were further analyzed by using Partial Least Square-Structural Equation modeling (PLS-SEM). Results showed that Emirati users widely rely on social media for communication and interactivity. It is further found that social media use is significantly linked to communication with friends and families among the study respondents. Finally, the use of social media for professional communication also remained significantly related, indicating social media as a potential source of communication among Emiratis in the post-pandemic era. Thus, the broader agreement remained towards the role of social media as an agent to sustain socialization even after the disease outbreak. It is concluded that as we progress, both individuals and organizations must adopt the potential benefits of these platforms while also effectively managing the challenges they bring. Improving digital literacy and adaptability will be crucial for effectively navigating this growing communication environment.