Investigating the role of social media language in Formation Digital Identity: The mediating effect of social influence

This research aims to explore the role of social media language in shaping individuals’ digital identity, focusing on the mediating role of social influence in this relationship. It is based on the hypothesis that the language used in the digital space not only conveys messages, but also contributes to shaping impressions and shaping self-image among others and among individuals. The research relied on a quantitative, descriptive, and analytical approach. Data were collected using a self-administered online questionnaire targeting a sample of 210 active social media users in KSA. Participants were selected using purposive sampling to ensure certain characteristics were present in the sample, such as active daily use and familiarity with digital language. To analyze the data, structural equation modeling (SEM) was employed using SmartPLS4 software. The validity and reliability of the instrument were tested using indicators such as Cronbach’s alpha coefficient, composite reliability, and discriminant validity using Fornell-Larcker and HTMT criteria, along with variance-invariance (VIF) tests and interpretability coefficients (R²) analysis. The results of the statistical analysis supported all research hypotheses. It was found that social media language has a direct and statistically significant impact on digital identity formation, and also has a very strong impact on social influence, while social influence has a moderate to strong impact on digital identity formation. The results also indicated that social influence partially mediates the relationship between digital language and digital identity formation. The study recommends encouraging young people to use language consciously on social media, given its significant impact on self-image and digital identity. It also calls for integrating the concepts of digital identity and linguistic awareness into educational and media curricula, with the aim of fostering a deeper understanding of the impact of the digital environment on individuals.