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year 15, Issue 2 (2nd Spring 2026 2026)
Rooyesh 2026, 15(2): 47-56 |
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Ebrahimzadeh A, Afshari mehr A, Pourhosein R. (2026). The Relationship Between National Identity and Social Norms with Usage Patterns of Domestic and Foreign Messaging Applications in Iran. Rooyesh. 15(2), 47-56.
URL: http://frooyesh.ir/article-1-6269-en.html
URL: http://frooyesh.ir/article-1-6269-en.html
1- M. A. in clinical Psychology, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran, Iran.
2- M. A. in cognitive Psychology, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran, Iran.
3- Professor, Department of Cognitive Science, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran, Iran. prhosein@ut.ac.ir ,prhosein@ut.ac.ir
2- M. A. in cognitive Psychology, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran, Iran.
3- Professor, Department of Cognitive Science, Faculty of Psychology and Educational Sciences, University of Tehran, Tehran, Iran. prhosein@ut.ac.ir ,
Abstract: (13 Views)
This study investigated the relationship between national identity, social norms (descriptive and injunctive), and consumption patterns of domestic and foreign messaging applications in Iran. A descriptive-correlational design was employed, targeting all Iranian internet users in 2024. Data were collected from 3,624 participants via an online questionnaire administered through the SanjApp platform. The research instruments included the National Identity Scale by Armaki and Ghaffari (2004), the Social Norms Questionnaire based on Ajzen (2011), and a questionnaire assessing the usage of domestic and foreign messaging apps. Data were analyzed using Pearson correlation, K-means clustering, and multinomial logistic regression. Results revealed that national identity had a significant positive correlation with descriptive norms (p<0.01) and a significant negative correlation with injunctive norms, usage of domestic messaging apps, and usage of foreign messaging apps (p<0.01). However, national identity showed a significant positive correlation with the preference for domestic messaging apps (p<0.01). Cluster analysis identified four distinct consumption patterns: high-balanced consumers, low consumers, foreign-oriented, and domestic-oriented, each with unique psychological and demographic characteristics. Multinomial logistic regression confirmed that national identity, social norms, age, and gender were significant predictors of cluster membership. These findings highlight the cultural and social complexities in Iranian users’ digital behaviors and underscore the pivotal role of national identity and social norms in shaping messaging app consumption patterns.
Keywords: National Identity, Social Norms, Consumption Patterns, Domestic Messaging Apps, Foreign Messaging Apps.
Type of Article: Research |
Subject:
Social psychology
Received: 2025/05/10 | Accepted: 2025/06/2 | ePublished: 2026/04/29
Received: 2025/05/10 | Accepted: 2025/06/2 | ePublished: 2026/04/29
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