CURRENT SOCIAL MEDIA TRENDS AMONG UAE STUDENTS: A STUDY OF THE EFFECTIVENESS OF WHATSAPP AS AN INTERPERSONAL COMMUNICATION MEDIUM AMONG COLLEGE STUDENTS IN ABU DHABI

Human communication has dramatically evolved by means of the internet and other technological advancements, which significantly impacts all individuals on a global scale. WhatsApp is currently one of the world's leading instant messaging applications and has become a communication medium commonly used among college students in the UAE. To better understand the UAE's current social media trends; namely WhatsApp, it is important to study the effectiveness of the application with regards to it being a tool for interpersonal communication among college students. This study investigates the perceptions and trends of Abu Dhabi College students when considering WhatsApp as an effective interpersonal communication medium. The study also investigates whether "emoji's, voice-notes, text messaging etc." could be a replacement of the key face-to-face element during an interpersonal communication process. Lastly, the study evaluates the likelihood of college students experiencing miscommunication during WhatsApp conversations. A survey was conducted in Abu Dhabi among University students of both genders, using a questionnaire to evaluate their perceptions and activity on the application in order to effectively answer the research questions. Ultimately, this study found a positive reaction from the students, and WhatsApp has been considered an effective interpersonal communication medium among Abu Dhabi college students. There are miscommunications found when using the application, but the result varies mainly between genders.