14. SOCIAL MEDIA, A CATALYST FOR AWARENESS AMIDST WATER CRISIS IN MOROCCO

In the last few decades, climate change has induced heightened global risk levels. On a continental scale, Africa suffers from major water scarcity. As temperatures rise and water resources decline, African governments are obligated to implement adaptation measures and raise awareness amongst all stakeholders. In this context, our study explores the role of social media in building a better understanding of the national water situation and promoting water-friendly behavior in Morocco. The main objective of our research is to address the discrepancy in communication between government institutions and stakeholders. We employed a mixed-method approach, including a bibliographic analysis of indexed literature and an automated web-based data gathering of water-related content in social media platforms (X/Twitter and Instagram). After collecting visibility metrics, the results underscore an insufficient communication regarding the issue. In one hand, government institutions show limited digital efforts. On the other hand, stakeholders manifest a low engagement and involvement in digital discussions. To mitigate this deficiency, we elaborated a five-step blueprint in order to enhance communication quality and promote efficient water-friendly behavior.

BANOUAR, AYMAN; BOUSLIHIM, AOMAR

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.67051

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/67051