A machine-learning approach to examining users’ responses to travel content on YouTube

Background:Breast cancer is the major concern worldwide and in India too. Lack of awareness is one of the causes of increasing mortality rate in India. Social media is playing an important role in health communication including breast cancer information. In India, number of women are using social media.Objective:To explore the impact of social media usage and engagement in enhancing knowledge and practices to prevent breast cancer among women of India.Methodology:A cross-sectional study was conducted in Delhi-National Capital Region of India with a sample of 649 women (response rate 83.51%). The questionnaire consisted of three sections. In first section, sociodemographic details (four items) were collected, second section contained five items on social media use and engagement and third part included items on knowledge about risk factors (seven items), symptoms (eight items), and screening (six items) of breast cancer and practice (seven items). Descriptive statistics, Chi-square, Cramer-V test, and structural equation modeling-Analysis of a moment structure were used to identify the relationship between social media engagement and knowledge and practices of women.Results:Around 80% (431/542) of women have medium level of social media engagement and 20% are highly engaged. The slope coefficient of the relationship between social media engagement and knowledge is 0.805 and between knowledge and practice is 0.309, Chi-square value is 52.053 and 29.624, Cramer-V statistics is 0.310 and 0.165, respectively, which indicates significant relationship.Conclusion:The study result justified significant impact of social media engagement on knowledge and practices of women to prevent breast cancer.

BackgroundSocial media has emerged as a common source of dermatological information. Monitoring the patterns of social media use and engagement is important to counteract the limitations of social media. However, evidence in Vietnamese dermatology patients is lacking.ObjectiveThis study aimed to explore social media use and engagement by dermatology patients and to identify factors associated with social media use and engagement.MethodsA cross-sectional study was conducted with 519 participants at the Vietnam National Hospital of Dermatology and Venereology during September to November 2018. Data about sociodemographic characteristics, social media use, and social media engagement were collected. Multivariate logistic and tobit regression models were used to identify factors associated with social media use and engagement.ResultsInterest in information about “cosmetic, beauty, and skincare techniques” was the greatest (184/519, 46.2%). The mean engagement score was 8.4 points (SD 2.4 points). Female patients were more likely to use social media (odds ratio [OR] 2.23, 95% CI 1.23-4.06) and be interested dermatological information on social media (OR 3.09, 95% CI 1.35-7.09). Women also had higher social media engagement scores (coefficient=0.68, 95% CI 0.17-1.18). Higher social media engagement scores were related with Instagram use (coefficient=0.58, 95% CI 0.00-1.15) and higher credibility scores for “family members” (coefficient=0.15, 95% CI 0.03-0.26) and “dermatology companies” (coefficient=0.22, 95% CI 0.04-0.39).ConclusionsThis study discovered high social media usage among dermatology patients. However, only moderate utilization and credibility levels were reported regarding the use of social media as a source of dermatological information. More efforts should focus on involving dermatologists in the development of individualized information on social media targeting specific groups of dermatology patients.

The increasing use of social media has led government agencies to take initiatives for using social media as an additional platform, apart from websites, to disseminate information; especially, regarding the services offered by government agencies. However, a paucity of empirical research on social media engagement with regard to government agencies has been recorded. The present study explores social media usage and engagement on Malaysian government agencies’ Facebook pages. Eight government agencies with the highest usage of Facebook have been selected. Data are collected from Graph API for the publicly visible posts. The content analysis is conducted on texts and messages. The findings related to social media engagement are presented, revealing that likes are the most common mode of engagement. Further study is required, using statistical analysis, to measure social media engagement on government agencies social media platform.

Problematic social media use is becoming a significant social and clinical concern, and there is growing research interest in the psychological factors involved, such as personality predispositions and the fear of missing out (FOMO). The present study investigated both the dark triad (DT, namely, narcissism, Machiavellianism, and psychopathy) and trait emotion intelligence (trait EI) in relation to the problematic use of technology and social media engagement and the mediating role of FOMO. A total of 788 people between 18 and 35 years old (M = 24.22; SD = 3.91; 75% women) were surveyed. The results showed that social media engagement was positively related to problematic social media use and negatively related to trait EI. In addition, problematic social media use was positively related to DT and negatively related to trait EI. Fear of missing out was positively related to social media engagement, problematic social media use, and DT, and negatively related to trait EI. Fear of missing out had a mediating effect on the relationship between personality dimensions, problematic social media use, and social media engagement. The extent to which personality traits may underpin problematic use of social media and the practical implications of the findings are discussed.

Philippines Presidential election was conducted last May 9, 2022, and the voter turns out is 83% which is unprecedented. In this study, students at Cebu Technological University were asked for social media accounts and profiles and gathered Facebook posts 1 week before the Philippines May 9, 2022 election using a beautifulsoup and selenium scraper. A total of 300 student Facebook profiles were gathered and a total of 5321 Facebook posts were collected. Data pre-processing was performed to delete irrelevant data such as emoticons, images, and URL. After data pre-processing, a total of 3210 Facebook posts were processed using Latent Dirichlet Allocation (LDA) and K-means clustering. A total of 10 topic models were generated using LDA and 5 clusters were captured using K-means clustering. Open Coding technique was used to analyze the result of each algorithm and the result shows that the topic models are focused on the following narrative: {Marcos Golden Era, VP Leni Angat Buhay, Dilawan J}. For the clusters, the following narratives: { Marcos tops in Surveys, Presidential Debates, Unity of Candidates, Religious leaders endorsing, Marcos disqualification case}. The topic models and clusters were evaluated using human annotators and the result is 50.01% which denotes that the quality of topic and cluster models are on the average level. Sentiment analysis was also performed using Support Vector Machine with 70% training set and 30% evaluation. Each Facebook post was manually labeled in the category of “Negative”, “Neutral” and “Positive”. The accuracy of the model is 73%. All Facebook posts were classified and the result shows that 60% were negative.

The national youth and young adult tobacco prevention mass media campaign, truth®, relaunched in 2014 with the goal of creating “the generation that ends smoking.” The objective of this study was to assess whether the strategy of airing truth ads during popular, culturally relevant televised events was associated with higher ad and brand awareness and increases in social media engagement. Awareness of six truth advertisements that aired during popular television events and self-reported social media engagement were assessed via cross-sectional online surveys of youth and young adults aged 15–21 years. Social engagement was also measured using separate Twitter and YouTube metrics. Logistic regression models predicted self-reported social engagement and any ad awareness, and a negative binomial regression predicted the total social media engagement across digital platforms. The study found that viewing a popular televised event was associated with higher odds of ad awareness and social engagement. The results also indicate that levels of social media engagement for an event period are greater than for a nonevent period. The findings demonstrate that premiering advertisements during a popular, culturally relevant televised event is associated with higher awareness of truth ads and increased social engagement related to the campaign, controlling for variables that might also influence the response to campaign messages.

Social media engagement has become an integral aspect of modern life, with individuals increasingly using these platforms for various purposes, including social interaction, information sharing, gaming and other entertainment purposes. Psychological well-being is a state of positive mental health in which a person experiences a sense of happiness, contentment and fulfillment. A previous study showed that there is a link between social media engagement and increased mental health symptoms. This study aimed to explore the relationship between social media engagement and psychological well-being among emerging adults. A total of 145 participants were recruited using a convenience sampling method. Social media engagement was evaluated using the social media engagement questionnaire (SMEQ) and psychological well-being was evaluated using the psychological well-being scale. The data collected through online surveys, were analyzed using a correlational research design. It was found that social media engagement strongly correlates with the three aspects of psychological well-being among emerging adults. Results indicated that social media engagement was negatively correlated with autonomy, environmental mastery and positive relation with others. These findings suggest that the nature of social media engagement plays a significant role in influencing psychological well-being. Further studies should investigate these changes in greater depth, particularly with larger and more diverse samples, to gain a better understanding of how specific aspects of social media use affect mental health and psychological well-being.

Men’s cosmetic surgery rates are increasing globally. Existing literature suggests that social media engagement encourages women to undergo cosmetic surgery, yet the relationship between social media and cosmetic surgery for men remains underexamined. The aim of this study was therefore to explore if social media engagement impacted men’s interest in undergoing cosmetic surgery. Using an adapted version of the Passive and Active Use Measure to assess social media engagement, the relationship between social media engagement and cosmetic surgery consideration was explored. Among 311 American adult men (Mage = 37.7), passive social media engagement (e.g., viewing photos, browsing profiles) was found to have a small positive relationship with consideration of cosmetic surgery (p < .05, 95% CI [0.12, 0.49]). Conversely, Active Non-social media engagement (e.g., posting videos, tagging) and Active Social media engagement (e.g., posting statuses, commenting) did not predict cosmetic surgery consideration. These results demonstrate that the ways in which men use social media (rather than whether or not they use social media in general) determines their interest in cosmetic surgery. While social media engagement is a known correlate for appearance dissatisfaction in women, this study provides evidence that social media engagement is potentially also harmful to men’s body image. This preliminary research may contribute to informing best clinical practice for men experiencing body dissatisfaction. Namely, reducing passive social media use may alleviate men’s likelihood of pursing cosmetic surgery, in turn reducing their exposure to the physical and psychological risks associated with undergoing cosmetic surgery.

In this paper, we perform sentiment analysis and topic modeling on Twitter and Facebook posts of nine public sector organizations operating in Northeast US. The study objective is to compare and contrast message sentiment, content and topics of discussion on social media. We discover that sentiment and frequency of messages on social media is indeed affected by nature of organization’s operations. We also discover that organizations either use Twitter for broadcasting or one-to-one communication with public. Finally we found discussion topics of organizations – identified through unsupervised machine learning – that engaged in similar areas of public service having similar topics and keywords in their public messages. Our analysis also indicates missed opportunities by these organizations when communication with public. Findings from this study can be used by public sector entities to understand and improve their social media engagement with citizens.

Several variables influencing student loyalty formation include brand image, trust, and social media engagement. This research aims to understand brand loyalty within private universities in West Sulawesi Province, Indonesia. The study focuses on the influence of brand image and investigates the mediating roles of brand trust and social media engagement in shaping brand loyalty among students and alumni. The sample size of 148 respondents, including active students and non-graduating alums from public universities, was chosen to capture a diverse perspective on brand loyalty in higher education. The research method employed was Structural Equation Modeling (SEM), and the data was gathered from official social media accounts managed by four regional private universities. The aim was to provide a rigorous and comprehensive analysis. The results of this study indicate that the brand image of private tertiary institutions has a positive effect on brand trust, the brand image does not affect loyalty, brand image has a positive impact on social media engagement, brand trust has no effect on brand loyalty, social media engagement has no impact on brand loyalty, and there is no direct relationship between brand image loyalty through the variable brand trust and social media engagement and social media engagement. Brand image, trust, and social media engagement do not affect student loyalty. The company's managers strive through social media to provide information that consumers need anytime and anywhere, in addition to providing services related to advice and physical services offered on bicycle products through particular messages on social media.

Navigating Social Media in #Ophthalmology

Enhancing Customer Engagement in Social Media with AI – a Higher Education case study

研究目的在后疫情时期, 本地活动在重建关系和增加与当地社区的参与方面发挥着重要作用。本研究调查了潜在参与者对当地活动话题标签的使用如何促进社交媒体的参与, 进一步增强了他们参加当地活动的意愿。研究方法本研究采用了一种探索性的顺序混合方法。定性阶段采用了12次半结构化的深度访谈, 以探讨话题标签使用的动机, 并开发了用于测量话题标签使用和社交媒体参与的量表。定量阶段通过522份在线调查研究了动机与话题标签使用、社交媒体参与和行为意向之间的关系。研究发现在定性研究中, 话题标签用户的动机在当地活动背景下表现为四个主题：自我推广、搜索、总结和顺应。定量研究结果显示, 这些动机以不同方式影响主动和被动话题标签使用, 从而导致不同类型的社交媒体参与（即持续型、定制型和触发型参与）。所有社交媒体参与都能显著增强参加当地活动的意愿。研究创新本研究区分了主动和被动话题标签用户, 通过能力方法构想了话题标签使用下的社交媒体参与, 并为这些概念开发了测量工具。本研究强调了推动社交媒体参与的话题标签使用的重要性, 并为当地活动策划者提供了见解。

Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. The implications for practitioners are discussed on the basis of the empirical findings.

PurposeThis study aims to explore the impact of athlete brand image on fans’ social media engagement, purchase intentions, and also examines the mediating role of emotional attachment on these relationships, as well as the moderating role of perceived price value between emotional attachment and purchase intentions.Design/methodology/approachThe data are based on an online survey conducted in China (N = 572). The PLS-SEM (partial least squares structural equation model) and regression-based estimation method (PROCESS) are employed to test the hypotheses.FindingsThe results indicate a positive relationship between athletes’ athletic performance and fans’ social media engagement as well as purchase intentions. The impact of athletes’ attractive appearance and marketable lifestyle on fans’ purchase intentions is sequentially mediated by emotional attachment and social media engagement. Moreover, the mediation effect of athletes’ off-field image and purchase intentions is contingent upon fans’ perceived price value.Research limitations/implicationsAthletes and marketers could integrate and leverage both the on-field and off-field attributes to cultivate emotional connections with fans. Sports organizations and managers need to pay attention to fans’ social media engagement and provide content that increases engagement and converts into transactional behavioural intentions.Originality/valueThe study provides empirical evidence of the mediating role of emotional attachment between athlete brand image and fans’ purchase intentions. The explanatory mechanisms involving emotional attachment and social media engagement (non-transactional behavioural intentions) are anticipated to be a noteworthy addition to the traditional fan transactional behavioural intentions framework. Moreover, the research introduces and confirms perceived price value as a crucial moderating factor influencing the relationship between emotional attachment and purchase intentions.