Structural Model Fit for the Empowerment of Iraqi Users Toward the Creation of Cultural Consensus in Social Networks

Abstract

Today, social networks play a significant and influential role in shaping the culture and values of societies. Therefore, empowering users to participate actively and responsibly in these networks will lead to cultural consensus and stronger social ties. This study aimed to fit a model for the empowerment of Iraqi users to foster cultural consensus through social networks. In terms of purpose, this research is applied, and methodologically, it is classified as a descriptive-survey study. From the perspective of the research strategy, it is a correlational study using a causal modeling approach. The statistical population in the quantitative section of this research includes all active users of virtual platforms in Iraq during 2024–2025, whose exact number is unknown. To estimate the sample size, Cochran's formula was applied, resulting in a sample of 384 individuals selected through convenience sampling. Data collection in the quantitative part of the study was conducted using a questionnaire derived from the analysis of qualitative data. The questionnaire’s content validity was confirmed by experts, and both convergent and discriminant validity were evaluated and validated. The reliability of the research instrument was confirmed using composite reliability and Cronbach’s alpha. Data analysis using SPSS and Smart PLS software indicates that virtual knowledge has a positive and significant effect on the empowerment of Arab users; empowerment positively and significantly influences digital cultural development; media anomalies and strategic platforms positively and significantly influence digital cultural development; and finally, digital cultural development has a positive and significant effect on cultural consensus.