Exploring Language Preferences of EFL Bilinguals on Social Media: Influencing Factors and Their Impact on User Engagement Across Platforms

This study investigated the language preferences of bilingual users of English-as-a-Foreign Language (EFL) in Saudi Arabia across social media platforms (Snapchat, Instagram, TikTok, WhatsApp, and X), the factors influencing these preferences, and their relationship with engagement dimensions. While previous research has focused on multilingual communities or single platforms, this study addressed a gap in understanding bilingual language choices across multiple platforms in non-Western contexts. A quantitative approach was employed using a survey administered to 287 bilingual high school students aged 14–17 years. The results revealed platform-specific language preferences: English dominated platforms such as Instagram for their global reach and professional appeal, whereas Arabic was preferred on WhatsApp for personal communication. Mixed-language use was prevalent, adapted to diverse audiences. The key reasons for language choice included cultural identity, global connectivity, and language proficiency, which influenced different dimensions of engagement. Behaviorally, users preferred English to share posts, whereas mixed-language usage facilitated engagement with diverse audiences. Cognitively, English was favored for understanding complex ideas, whereas Arabic facilitated content creation. Emotionally, Arabic conveyed a sense of authenticity, whereas English fostered feelings of global belonging and facilitated humor. Overall, the English language demonstrated higher engagement across all dimensions. These results offer insights for policymakers and social media developers and suggest strategies for enhancing bilingual communication and engagement across platforms. Further research should expand on these findings to include diverse demographics and longitudinal studies.