The contribution of human values in the digital mobilization among Moroccan Internet users

  • Kawtar Mawas National School of Business and Management of kenitra, Ibn tofail University kenitra, Morocco
  • Abderrazak El Abbadi National School of Business and Management of fez, Sidi Mohamed Ben Abdellah of Fez, Morocco
Keywords: Digital mobilization, Human Values, Social media, Internet Users


Nowadays, an incalculable number of social, economic or political mobilization actions are triggered on the web. The Internet, with its participative, interactive and anonymous character, encourages citizens to free their speech and express their disagreement and dismay.

Whether it is the blogosphere, microglobbing systems such as Twitter or the social network Facebook, the digital guerrilla warfare gives rise to new actors exercising their right to citizenship in the context of a democratic transition, particularly in the Maghreb. This digital movement involves several variables and we chose through this paper to study the impact of human values in the digital mobilization led by Internet Moroccan users.

Our objective is to explore the role played by the typology of values, the nature of the profile users and their relationship to human values in online mobilization and the degree of this mobilization. Our main research field is Facebook, which we have chosen objectively as the first global network.

The methodology adopted follows a hypothetical-deductive approach: the conceptual model established is derived from the literature, the reliability of its structure is tested through the analysis of the structural equation model using the PLS-SEM approach, the verification of the research hypotheses and the study of the relationships between the variables are carried out through the empirical analysis of the structural model. The data are collected online by administering the questionnaire to Moroccan Facebook users. This paper does not only tend to describe a phenomenon that intrigues us but we aim to establish relationships between the aspects that identify it.


JEL Classification: D83

Paper type: Empirical research


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How to Cite
Mawas, K., & El Abbadi, A. (2021). The contribution of human values in the digital mobilization among Moroccan Internet users. International Journal of Accounting, Finance, Auditing, Management and Economics, 2(6-1), 632-653.