When the ambitions of youth meet a changing reality, and bold questions are raised amid crises, research that makes a difference is born.

Within a step that reflects the new generation's awareness of market dynamics and shifts in consumer behavior, two students—Noor Faisal Al-Subai’i and Zainab Ahmed Al-Faiq—from International Business Administration Department (English Program) at Ar-Rasheed Smart University, presented their distinguished graduation research on Thursday, May 15, 2025, titled:

“The Impact of Social Media on Youth Purchasing Decisions in Yemen,”

as part of the requirements for earning a Bachelor's degree for the academic year 1446 (2024–2025).

The discussion, attended by the rector of the University Prof. Abdul Latif Haidar, Dean of Student Affairs Prof. Saif Salam Al-Hakimi, Dean of Engineering and Technology faculty Assoc. Prof. Abdulmalik Mo'men, along with department heads, faculty members, and a group of students, became a scientific dialogue platform exploring the deep influence that digital platforms have on purchasing decisions—how digital content, celebrities, and influencers have become decisive factors in shaping the behavior of young Yemeni consumers.

The examination committee—comprising prof. Salah Sanad (internal examiner), prof. Osama Al-Maamari (external examiner), and supervised by prof. Yasser Al-Zamani—commended the quality and methodological rigor of the research, praising the students’ strong analytical abilities and their engagement with a contemporary issue that touches both the local market and global trends.

As Ar-Rasheed Smart University continues to empower its students to tackle contemporary issues with critical thinking and scientific tools, it emphasizes that today’s generation is not merely a consumer of information, but rather a decision-maker and architect of their future.