The Effectiveness of Social Media Applications in Empowering Saudi Women (Snapchat) as a Model Applied to a Sample of Female Users of the Application in the Kingdom of Saudi Arabia from May 2025 to February 2026

Abstract

The study focuses on social media, specifically Snapchat, which has attracted app users since its first year, reaching millions of subscribers. This research explores the use of Snapchat by Saudi women, identifying the fields and content preferred by Saudi women on Snapchat, determining the cognitive and emotional effects of Saudi women's reliance on Snapchat, measuring their participation and interaction, and expressing their opinions through the app, as well as understanding the effectiveness of Snapchat in empowering Saudi women cognitively, socially, and economically. The researchers used the descriptive survey method and designed a questionnaire consisting of 22 questions, which was distributed to the research sample selected from Snapchat users in the Kingdom of Saudi Arabia. The main results showed that most of the sample use Snapchat daily for 2-3 hours (32.6%) and more than 5 hours (25%). The primary purpose for most of the sample was social communication with family and friends (83% followed by entertainment and escape from daily stress (38%) The sample focused on certain fields in their use of the app Entertainment content accounted for 69%, home skills such as cooking and decoration 41.8%, professional skills (design, teaching, marketing) 41%, 45.7% and 37% strongly agreed. The respondents confirmed that Snapchat enables them to gain new knowledge and ideas. 42% of respondents stated that the Snapchat app contributed to introducing them to new regulations and laws in the Kingdom that benefit Saudi women. The app contributed to the respondents' ability to express their opinions by 44.6% to a moderate degree and 33.7% to a high degree.