International Journal of Computer Engineering & Technology (IJCET)

Volume 7, Issue 3, May-June 2016, pp. 127136, Article ID: IJCET_07_03_012

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IAEME Publication

TYPOLOGICAL STUDY ON THE

BEHAVIOR OF THE MOROCCANS IN THE
SOCIAL NETWORKS
Dr. Hamid NAHLA
Professor of Management, Marketing and Communication at ENSEM
Laboratory of Informatics, System and Renewable EnergyTeam
Architecture of Systems (EAS)
Hassan II University ENSEM, Casablanca, Morocco
ABSTRACT
Within decade, the social networks upset in depth the modes of
communication so well in the personal sphere as in the professional domain,
by proposing new medias and supports to stimulate, fluidify, accelerate and
slow down the social interactions between individuals or established groups.
They modified the behavior and the reports between citizens, consumers,
companies, public authorities To see clearly more, we led a study on the
behavior of the users of the SN to Morocco. The analysis of the results and
their stepping allowed us of cnstruire maps of typologies of users' profiles.
This map places their motivations and their behavior
This work will be useful for diverse practices. To the IT specialists for
better devise their application on the Internet with the aim of a better
optimization of the social sites. To the Marketers to touch the targeted
segments. To the Managers strategists to understand the evolution of markets,
To the sociologists of the media to master better every support, etc.
Key words: Social Networks, Typology Communication, BehaviorMaroc
Cite this Article: Dr. Hamid NAHLA, Typological study on the behavior of
the Moroccans in the social networks, International Journal of Computer
Engineering and Technology, 7(3), 2016, pp. 127136.
http://www.iaeme.com/IJCET/issues.asp?JType=IJCET&VType=7&IType=3

1. INTRODUCTION
Social Network (SN) analysis is used widely in the social and behavioral sciences, as
well as in economics, marketing, and industrial engineering. The social network
perspective focuses on relationships among social entities and is an important addi
tion to standard social and behavioral research [1].
Morocco is a developing country which does not escape this rule. By its culture
and its History which draw from Berber, African, Arabic, Muslim and European
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Dr. Hamid NAHLA

origins, he keeps certain style which combines between the traditional and the
modern. By its geographical closeness of the West (the United States, and Europe
especially), it always adopted with great difficulty the technological discoveries from
their implementation in countries inventors. It was the case of the cinema, the
automobile, the plane, the telephone, the radio, the television, the computers etc. It
was also the social case of the Network.
Today, 14 million Moroccans (on 35) have Internet at home and 11 millions have
a Fb page (78,5%). They were only 2 millions in 2010, that is to say a 450% increase!
Such enthusiasm grows to ask about this new phenomenon in a society with an oral
tradition but strong trend towards any social, family, collective form of life...
The reasons are numerous and differ from a person in the other one according to
the age, the profession and the other factors which we shall examine in this article
which is dedicated to the behavior of the Moroccans in the face of these NTIC.
A thorough study was realized with a representative sample of this population, the
results are analyzed along the article.

2. LITERATURE REVIEW
There are numerous definitions of the social networks, but doubtless the simplest
consists in describing them as tools having for objective to facilitate the
communication and to build and to develop relations [2].
Since the men exist, the social networks were present, social groups formed about
diverse themes such as the religion, the arts or still the daily life. These networks
informal exist as soon as two people or more share their notices. Throughout the
history, these networks multiplied and diversified, meeting in Thermal baths during
the roman time to the labor union nowadays via the literary salons of XVIIth centuries
or still banquets during the July Monarchy, the men always have to try to meet to
share their opinions [3].
Social networks evolve over time, driven by the shared activities and affiliations
of their members, by similarity of individuals' attributes, and by the closure of short
network cycles [4].
The behavioral analyses in their motivationist shutter (empirical, theoretical and
mathematical) were the object of numerous researches among which those of
Wassermann who developed behavioral analyses in social sciences [1].
Rares les recherches qui ont tc consacres aux tudes typologiques. The best
known typological studies are those that were devoted to language. Typological
Studies in Language (or TSL) is a series of books published for
academics in linguistic typology by John Benjamins Publishing Company since 1982
[5]. Joseph H. Greenberg was honorary editor and Talmy Givn general editor at the
inception of the series [6].
In Management, Marketing or Communication, and set apart the studies of
sociostyles, there are only those who focus on thematic EU particular as the excellent
article of Nancy Adler, J. [7]. The socio styles are category-specific divisions
corresponding to a technique of segmentation based on the lifestyles. The sociostyles
various group individuals having behavior, living conditions and similar opinions.
They were created and popularized by the Advanced Center of Communication (CCA
(Socio-lifestyles)) from 1972, and on the basis of what was then called the "lifestyles
of the French people" [8]. But we found no reference to sociostyles concerning the
SN.

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Typological study on the behavior of the Moroccans in the social networks

In Morocco, set apart some summary articles in the press or on the Internet, rare
are the scientific wodedicated to the subject. We raise however some who stand out as
that of Yahya El Yahyaoui, a thesis which dealt with the cognitive logic, the
democratic logic and the logic of performance and transparency [9].

3. TYPOLOGICAL STUDY
3.1. Objectivities
The objective is to understand the behavior of the users of the SN in Morocco
quantitatively and qualitatively and to build a typological card on the behavior of the
Moroccans in the SN.

3.2. Research hypotheses

We already know that the Moroccans, as other similar peoples, are looking more and
more to exploit the new SN, to improve and to maintain their social relationships. The
hypotheses of our search should clear the types of behavior in groups of users of the
SN.

3.3. Research Methodology

To examine closely the influence of this phenomenon on the Moroccan society, we
realized a survey on the place which occupies the SN at the Internet users in Morocco.
Our basic hypothesis on the influence of the SN on the Moroccans was fragmented in
27 questions which were put in a representative sample of the population.
In a first time, we organized brainstorming sessions with our students of the
ENSEM [10] as part of our course. The objective is to understand the reasons why a
Moroccan can be in one SN. Then we made a pre selection of questions to ask. The
number of questions exceeding 50, we administered a test of this first long
questionnaire. Tedious and boring, we eliminated numerous questions to avoid the
redundancy and matters insignificant... We validated 27 questions of the final
questionnaire, among which 6 dedicated in the identification sheet and the others on
the motivations and the nature of the relation which maintains our sample with the
SN.
The survey was led between 2015 and 2016 jointly face to face, by telephone and
by Internet with a sample of 517 people representing the Moroccan population. We
opted for the method of the quotas by retaining 6 criteria having relation with our
theme: sex, Age, Level of studies, Marital Status, Place of house and socioprofessional categories. The identification sheet appears as follows:

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Table 1 Identification sheet
Sex
Male
Female

57%
43%

Family situation
Single
Married
Divorced
No response

85%
5%
6%
4%

Activity
Student
Employee-Worker
Boss, entrep.
Intermediate occup.
Artisan, shop.
Farmer
Unemployed
Other

68%
9%
7%
3%
3%
2%
1%
7%

Age
Less 25 years
25-50 years
Above 50 years

Level of education
Without
Primary
Secondary
Higher grade
Origin
Casablanca
Rabat
Marrakesh
Fez
Agadir
Tangier
Oujda
Other regions of Morocco

9
7%
3%

2%
1%
6%
91%

47%
11%
9%
8%
6%
6%
5%
8%

The obtained quantitative data were treated with two computing tools: the Sphinx
software and the on-line form of Google drive. After collecting all the informations
and begun the first analyses, it has proved that certain quantitative answers were not
enough for understanding certain behavior. We then organized 7 interviews with
thirty people in our sample. This qualitative phase allowed us to clarify some gray
areas.

3.4. Variables to study

Two major variable types must be validated: at first an identification sheet to identify
the variables of identification that are 6 aforementioned criteria; and the second
shutter concerning variables "Fame of the SN", "Frequency of attendance",
"Duration", "Period of the day, of l week, of the month, of the year", "Preferences by
SN, by theme, by profile", "Motivations which urged to use the SN" and" Brakes and
inhibitions".

3.5. Aanalysis of the motivations to be in a SN

A Moroccan facebooker told us its arrival on Fb: "when I discovered Fb in 2008, I did
not take it seriously. I inserted photos, established the contacts, exchanged the ideas,
the experiences, the music, the movies, the jokes then over time, I became used to
friends to whom we become attached more and more, I speak to them as if we know
for a long time to such a point that we forgot the distances and the borders. We
express ourselves when we want, we exchange as we can, we stay away, we get
angry, then we become reconciled without knowing too much either why or how New
human relations begin to settle down. A new mode of communication was born" [11].
In a discussion about Fb and in the question on the motivations of others to be on a
SN, here is some answers:

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Typological study on the behavior of the Moroccans in the social networks

Table 2 Some profiles
There are those who

Adapted qualifier

go out of their shyness and try to stand out with great difficulty
look at the others by far, quite discreetly (finally maybe )
mess it or pretend to mess it completely everything and nothing
always agree and those who are never
which discover the fiber of activist, of hero or of star
say anything and attribute him to Einstein or Paulo Coelho to collect
most of "likes" possible and give itself the dress of a "intellectual"
realize that they carry the germs of political leaders, not at all
"imagination" but "in the truth of the truth"
adore giving lessons, everywhere and onto everything, in the morality,
the religion, the cooking, the music, the soccer
pick up all the time and on all which moves, "An excess of indiscretion
doubled of uncalled-for voyeurism
are amateurs of the gossip which continues up to inbox
Etc.

the survivors
the Peeping Toms
the new bof
the monkeys
the hero without glory
the boasters
the heroes in spite of them
the lumber rooms
the desperadoes
the old wome, or CIA-KGB

The motivations to be in a SN are thus numerous. According to our studies, well,

in the order, the main motivations:
1. Exchange with known people (family, friends, colleagues, neighbors, former
classmates) (90%);
2. Search a friendship (75%);
3. Exchanging with strangers (58%);
4. Search soul mate for a possible marriage (54%);
5. Look for a job or grow a business (51%);
6. Having a social recognition (40%);
7. Inquire, learn (38%);
8. Defend noble causes (national, international) (34%);
9. Have a political, artistic or cultural profile ... (30%);
10. Other (23%);

The choice of the photo, then the background image is not fortuitous. Each tries to
deliver messages or signs through these illustrations to persuade us or make
understand whom he is. Sometimes, we are amazed that there is big gaps enter the
friend whom we really know and the one that we see on Fb. And then there is this
wild race towards the fame and the e-reputation. A segmentation was imperative of
itself gradually and numerous profiles got free by trying to identify them. To verify
the motivations to be on a SN, we retained a sharing balanced by sex. It gave us for
every type of moivation a light difference in favour of the male, less reluctant to
declare them motivations, in particular those who are too personal or more intimate

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Table 3 Main motivations to be on a SN
Motivations
Exchange with known people
Search a friendship
Exchanging with strangers
Search soul mate for a possible marriage
Look for a job or grow a business
Having a social recognition
Inquire, learn
Defend noble causes
Have a political, artistic or cultural profile ...
Other

Male
87%
83%
63%
52%
57%
48%
45%
43%
33%
31%

Female
93%
67%
53%
56%
44%
32%
31%
25%
26%
15%

Set
90%
75%
58%
54%
51%
40%
38%
34%
30%
23%

4. PROPOSAL OF A TYPOLOGY OF USERS OF SN

The behavioral analyses on the Moroccans are rare [12]. We propose here this
analysis which was possible for us thanks to the factorial analysis by correspondence
of 10 variables quoted in motivations, what allowed us to clear interactions of 10
motivations of the use of the SN in proportional bubbles in the size of every category
of users of the SN.
Figure 1 Typologies of the motivations Model: The mentalities and the behavioral currents of
the Moroccans on the SN

4.1. The Familio-Epicureans

It is the biggest segment with 90% of our sample. It includes those who use the SN, in
particular Fb to exchange with them families (Parents, children, brothers, sisters,
cousins, Nephews), their friends, their colleagues, their neighbors, their former
classmates. They often show photos with them parents (ascending or downward) and
proud to show their events in family.

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Typological study on the behavior of the Moroccans in the social networks

The followers of this current aspire to a family life far from the problems and the
political and social conflicts. The home represents, according to them, the refuge and
the rampart against the attacks of the outside world. Proponents of this current display
defensiveness by attachment to relative comfort. Taking advantage of simple things,
they do not necessarily try to fight to climb the social scale. The familio-centrists are
of any age. They remain attached enough to the principles and to the practice of the
religion, without excess in the shape. Little committed in the associative movement,
they are moderately interested in the current events by the reading.
They are also Epicureans as far as they are in search of sensory pleasures related
to the myths and to the aestheticism, to the luxury and to the worldly life. For this
current, the value of image takes him on the use value, making that an object costs
less by its functional use than by its esthetics, its material, its origin and its price [13].
The relation of the materialistic Epicureans with the money(silver) testifies of an
inhalation(pursuit) to demonstrate a know-how and a knowledge to be. They are
extravagant for the greater part. Thus little concerned savings products but widely
signing on the credits. The consumption of the signs will so characterize their inside
and their wardrobe (valuables, noble and expensive materials)... But also their food
(introduction of brave and rare products of any origins).

4.2. The pragmatic rigorous

It is the second segment of our sample with 75% which look for friends or for a work,
for an internship or for a business (51%).
This type of segments who covers several age brackets is known to use Fb only in
the optics to benefit from it. The rest is only detail. In life, the do-it-yourself, the
recovery and the self-sufficiency compensate in many situations for the purchase of
the sophisticated properties. As partisans of the necessary subject, pragmatic rigorous,
count a good proportion of conservative people who are little favorable, for example,
to the introduction of domestic appliances in the universe of the home. These
equipments are still considered as little justified investments. Their vision of the
woman remains reactionary: "she is made only for the home". The examination of the
behavior of savings of this category consolidates widely their membership in this
current as far as a large part of them declare to subscribe to institutional savings
products outside traditional savings.
Regarding daily consumption, the practical sense makes that it is especially the
functional value of the properties (goods) that prevails, their rigorous pragmatism
limits their ambitions of consumption to the satisfaction of the primary needs.
In terms of daily consumption, practical sense that it is primarily the functional value
of property prevails, their rigorous pragmatism limit their consumption ambitions to
the satisfaction of basic needs.

4.3. The intellectual hedonists

This is the third segment that encompasses those looking to exchange with foreigners
(58%) and those who hope to learn from SN or to be informed of all (38%).
For this category, personal development through information and culture is an
important motivation. He makes prevail the fact of existing by the knowledge. They
declare to make easily concessions on the material pleasures, the unconditional
esthetics and the indications of the social success The analysis of their
consumption distinguishes them by a sobriety at the level of the inside and the
clothing, but without these choices are the result of economic calculations. This

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current seems concerned enough the subscription in products of private insurance,

supplementary pension and certain savings products as guarantee of the future of their
offspring.
By the examination of their position and their identification sheet, they are also
hedonist. They are livened up by the thirst of the nature and the good to be as reaction
for the ascendancy of the materialistic culture. They grant more priority to the being
than to the credit note and are of festive mentality. Without sacrificing the comfort,
the representatives of this current declare themselves partisans of the feature. This
category consisted essentially of executives tends to decorate the life by taking
advantage of simple things (beauty and benefactions of the nature and the nature).
Hedonist authentic seem little concerned the savings. They will opt for a not
ostentatious comfort of furniture and clothes, as well as for a freshness of the healthy
food; the upholders of this current are rather concentrated in the age bracket of 30 - 40
years.

4.4. The activist Universalists

The universalist activists represent the users' second big current of Fb. He consists of
4 big categories: those who look for a social gratitude (40 %), those who try to have a
political, artistic or cultural visibility (30%), those who defend constantly a national or
international cause (34%) and those who are for other reasons, without admitting
them (23%).
The universalist activists post their membership in values and lifestyle universal.
Their wish is to see the country continuing in the way of the opening in other
countries and other cultures. Open to the progress and curious about the future. They
member by chance of the change. Their lifestyle demonstrates their inhalation to the
modernity.
By recutting the answers by correspondence factor analysis, we find that the
following interactions around a pressing need for communication.
Figure 2 Model of interactions of the behavior around the need for communication

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Typological study on the behavior of the Moroccans in the social networks

Of all these steppings, we can deduct the model of synthesis of comportament in

the biggest SN T table 4):
Table 4 Global model of synthesis of the behavior in the SN
Step

Less than 1 year

Discovery
Finding
Informati
on

1-2 years

3-4 years More

than 4 years

Do
not be
missin
g
To be present
Build a network of
friends
Differentiate,
distinguish in a niche,
acquire a credo
Create
an image

Be away
only to
return to
test the
reaction
of his
friends

2-3
years

Passive reaction =>

Illusion of being
helpless and
Frustration: Soft
Stop being on the
SN (5%)
Positive reaction
=> Must illusion of
being and feeling of
pride and selfesteem (92%)

Seek to become a star

Familiarisation

Partial
addiction

Total addiction

Maintaining his
star position at
any cost

4. CONCLUSION
Review the results of our study on SN is finally mitigated. It depends on the use
which we make. Free in each to know how to protect itself of their pernicious effects
because as much as they can favor the contact and the mutual aid, they can deprive us
of the real social link and to plunge us into the isolation by interposed screen.
One of the weaknesses of this study is to have under represented the rural area
(33% of the sample) while it represents 40% in 2015. It would be thus useful to
realize a survey (investigation) with rural areas to seize the phenomenon from a
potentially different point of view.
However, this article has the merit to have established a first behavioral mapping
through a concrete case that is the one Moroccans. It so opens the track to other
researches to analyze other situations worldwide, to compare while improving our
approach.

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