The aim of this study was to understand the social identity levels of adolescents and to analyze the negative effects of social media on their social identity from the perspective of social work. The researcher used a descriptive-analytical technique in this study. The study's sample consisted of 200 adolescents (male and female) in the secondary stage at age group (15–18 years). The researcher designed a questionnaire based on the four main levels of James Marcia's theory of social identity. The results showed a variety of negative effects of social media on the social identity of adolescents in terms of "achievement - postponement - closure - dispersion", this requires taking serious measures from the family, the school, and other institutions to care for the family and the child to strengthen how to face these risks to protect the identity of adolescents from violating their privacy and negatively affecting their intellectual principles.

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The study developed a set of universal challenges for social workers and investigated the impact thereof on social workers in the United Arab Emirates (UAE). Based on a qualitative analysis of previous research, a set of 10 universal challenges was developed. A questionnaire was created, and a survey was conducted among 304 respondents currently employed as social workers in the UAE. The survey results showed that most survey respondents selected the risk of infection as the strongest challenge. Emotional burnout, lack of reliable information, limited resources, staff capacity, problems with social distancing, lack of instructions/protocols, remote client service, and inadequate education obtained average scores meaning that they are important but not critical. Scientists and practitioners can use this set of universal challenges to investigate pandemic-related challenges for social workers in various countries and regions.

This study aimed to analyze the risks of social virtual relationships in social media on students. The study's sample consisted of 200 students from the Ajman University (UAE). The study used a questionnaire survey to identify the risks of virtual relationships. The finding was a moderate risk of virtual communication in social media affecting youth. The study offered recommendations to reduce the virtual communication risk through the cumulative effort of family and university, leisure-time activities, and awareness-rising classes.

In the conditions of digitalization, which has penetrated all spheres of human life and society, artificial intelligence (AI) and ultra-precise neural networks influence our thinking and form consumer demand and loyalty. Modern AI applications cover all the essential areas of activity: education, manufacturing, marketing, management, law, medicine, and e-commerce. The study aims to build a methodology for analyzing the influence of public opinion in social networks, particularly micro and nano influencers, through AI and machine learning on the effectiveness of companies' marketing activities. The authors studied the stages of consumer interaction with marketing profits and highlighted the role of AI technologies in each of them. They showed that public opinion was the main driving force for effective sales of products on the Internet. Based on empirical data, a strong direct relationship was found between the number of influencers and the dynamics of marketing profit: it was revealed that the correlation coefficients between the marketing profit index and the number of micro and nano influencers were 0.86–0.99 in all surveyed companies implementing AI technologies, regardless of the market niche. Based on the expert method, the company's marketing system is investigated. An integral indicator of its effectiveness is introduced, consisting of sub-indices of analysis, diffusion and marketing information management. The authors considered the factors of profit from marketing activities of five companies actively implementing AI in brand promotion, including those using the leadership opinions of influencers. The applied value of the developed methodology is the possibility of using it to construct Internet marketing strategies by companies. By permanently monitoring the relationship between the marketing profit index and the degree of brand popularization in social networks, companies can manage sales at all stages of consumer communications, optimizing the costs of influencers promoting products on different social platforms. The prospects for further research are to study the relationship between the degree of interactivity of the influencer with the audience, the content posted by it with the conversion rate and sales volumes; grouping and identification of influencers based on the clustering method.