Asma Mohammad Jdaitawi
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Asma Mohammad Jdaitawi has a total of 6 co-authors. Here are the top co-authors by number of shared publications:
- Abdullah A. M. AlSokkar
Assistant Professor, Faculty of Business, Department of Digital Marketing, Applied Science Private University, Jordan
1 shared publication - Ali Mohammad Mistarihi
Jordan University
1 shared publication - Firas Jamil Alotoum
Applied Science Private University
1 shared publication - Nawras M. Nusairat
School of Business, University of Jordan, Amman, Jordan
1 shared publication - Qais Hammouri
Applied Science Private University, Amman, Jordan
1 shared publication - Sakher Faisal AlFraihat
Department of Business Administration and Marketing, University of Seville, 41001 Seville, Spain
1 shared publication
Latest Publications
- Open Access
- 17 April 2025
- Published by Salud, Ciencia y Tecnologia in Data and Metadata
- Vol. 4, 918
Engaging Gen Z through Personalized Social Media Content: The Mediating Role of Perceived Relevance on Platform Engagement
The raising usage of social media lead to an increase in the importance of platform engagement by Gen Z through personalized content provided by these platforms. However, the aim of this study is to understand the role of both personalization and interactivity in supporting the experience of Gen Z through investigating the mediating role of perceived relevance on platform engagement. This study utilized a sample of 412 from Gen Z to explore the proposed hypotheses. The data was collected using a survey containing 17 items to measure the proposed constructs and the collected data analyzed using SEM-PLS. The findings revealed that all the proposed hypotheses are supported. Specififically, the study found that content personalization and content interactivity lead to support the perception of relevance. Moreover, the findings also revealed that perception of relevance could be enhance the platform engagement through their mediating role in the relationship between content personalization and platform engagement, and between content interactivity and platform engagement. Such findings contribute to implementing content strategies by marketers to support the engagement of Gen Z in social media.
- 17 April 2025
- Published by Salud, Ciencia y Tecnologia in Data and Metadata
- Vol. 4, 918
Open AccessEngaging Gen Z through Personalized Social Media Content: The Mediating Role of Perceived Relevance on Platform Engagement
The raising usage of social media lead to an increase in the importance of platform engagement by Gen Z through personalized content provided by these platforms. However, the aim of this study is to understand the role of both personalization and interactivity in supporting the experience of Gen Z through investigating the mediating role of perceived relevance on platform engagement. This study utilized a sample of 412 from Gen Z to explore the proposed hypotheses. The data was collected using a survey containing 17 items to measure the proposed constructs and the collected data analyzed using SEM-PLS. The findings revealed that all the proposed hypotheses are supported. Specififically, the study found that content personalization and content interactivity lead to support the perception of relevance. Moreover, the findings also revealed that perception of relevance could be enhance the platform engagement through their mediating role in the relationship between content personalization and platform engagement, and between content interactivity and platform engagement. Such findings contribute to implementing content strategies by marketers to support the engagement of Gen Z in social media.