The Role of Social Media Awareness Campaigns in Enhancing Citizen Participation in Sustainable Water Management: Evidence from Meknes City, Morocco

This article focuses on a quantitative study that was implemented to explore the contribution of SMC2 in steering sustainable behaviors regarding issues related to water management. The study was conducted using a sample of 500 respondents representing citizens of Meknes city who use digital platforms, especially SM3, and who have been exposed at least once to campaigns about water management and conservation topics. Findings have shown a significant effect of SMC on citizens' awareness, attitudes, and sustainable behaviors. The study also revealed that these campaigns can directly influence citizens' behavior regarding water conservation. These findings provide a valuable vision of the value of SM as a communication tool that can be used for promoting sustainable water practices and supporting citizens' engagement. Lastly, practical implications for policymakers and water institutions in Meknes are also discussed.