alexa A Study of Business Studentsand#8217; Attitudes in Saudi Arabia: Generation C, Islamic Values, and Westernised Educational Video | OMICS International | Abstract
ISSN: 2167-0234

Journal of Business & Financial Affairs
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Research Article

A Study of Business Students’ Attitudes in Saudi Arabia: Generation C, Islamic Values, and Westernised Educational Video

G Martin Izzo1 and Shaza W Ezzi2*

1Fulbright Scholar, Visiting Associate Professor, Department of Marketing, King Abdulaziz University, Saudi Arabia

2Assistant Professor, Department of Marketing, King Abdulaziz University, Saudi Arabia

*Corresponding Author:
Shaza W Ezzi
Assistant Professor
Department of Marketing
King Abdulaziz University
Jeddah, PO Box 42623, 21551, Saudi Arabia
E-mail: [email protected]

Received July 23, 2013; Accepted August 30, 2013; Published Sptember 02, 2013

Citation: Izzo G M, Ezzi S W (2013) A Study of Business Students’ Attitudes in Saudi Arabia: Generation C, Islamic Values, and Westernised Educational Video. J Bus Fin Aff 2:111 doi:10.4172/2167-0234.1000111

Copyright: © 2013 Izzo GM & Ezzi SW. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.


The present study investigated the relationships between Saudi Arabian college students and the “connected” Generation C, their use of small mobile devices to access video, video usage in the classroom, and behavioral variables like the willingness to seek and share video outside the classroom. Additionally, the study explored the relationship between Saudi Arabian students’ attitudes about classroom learning through the use of Westernised videos where the content was presented in situations not in keeping with strict Islamic laws and traditions. Four research questions were generated and data was gathered using the Video Attitude Survey—a five point Likert scale instrument. The data was collected from college students (N=139) enrolled in business school classes at large public university. Descriptive statistics, Pearson correlations and selected Chi square analyses were conducted on the data. Frequency distributions were calculated to show the variables of interest for each research question, and then presented in concurrent tables.

The findings indicate that Saudi Arabian students living in a strict Islamic society still see themselves as part of the worldwide Generation C. That they use mobile devices to download and distribute video, more for social networking and trend-pacing than for news services. That their strong ties to Islamic tradition have a weak yet significant influence on learning from Westernised educational video. The study’s most promising findings were the positive relationships between students’ attitudes toward learning through educational video, improving their English speaking ability, and gaining a greater understanding of multi-cultural issues and differences.


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