(Re)coding TikTok: The Memetic Interactivity Codebook for content analysis

<b>Purpose</b>. Neuroscience used for conducting market research is called Neuromarketing. Though the effectiveness of Neuromarketing over traditional research has been proven, its adoption is very limited. The automotive sector is one of the biggest industries worldwide and due to lack of detailed research on the adoption of Neuromarketing in the Automotive space, authors have tried to bridge this gap. They have identified the current adoption of Neuromarketing and have suggested solutions to overcome barriers. This research will help Automotive brands, market research companies and Neuro experts to come up with relevant solutions to increase the usage of Neuromarketing <b>Design.</b> The authors first reviewed any available literature related to the Automotive landscape. Then, in-depth discussions with Automotive players were conducted in order to clarify the Neuromarketing adoption in the current scenario. Finally, Neuro experts, viz. neuroscientists and research companies, were consulted for possible future solutions <b>Findings</b>. Literature reviews and discussions with Automotive companies revealed that Neuromarketing adoption is limited as compared to traditional market research methods. Though the majority are aware of Neuromarketing, limited companies have used it. It is mostly undertaken in advertisement and product testing, primarily using EEG and Eye tracking. Neuromarketing is perceived as being expensive and difficult to understand and having ethical concerns. It is also believed that Neuromarketing does not answer the ‘why’ behind the participants’ responses. The paper also validated Simon’s Bounded Rationality Theory where automotive organizations used conformity instead of maximum value in adoption of neuromarketing. Expert discussions clarified that most of the Neuromarketing limitations like ethics, cost, lower sample, lab setup, etc. mentioned by Automotive players can be overcome. Hence the next step is to take this science to maximum automotive players and make them aware of the development, conduct pilot studies, remove their inhibitions about Neuromarketing and complement it with traditional research methods.

Computer-aided engineering (CAE) is widely used in the industry as an approximate numerical analysis method for solving complex engineering and product structural mechanical performance problems. However, with the increasing complexity of structural and performance requirements, the traditional research paradigm based on experimental observations, theoretical modeling, and numerical simulations faces new scientific problems and technical challenges in analysis, design, and manufacturing. Notably, the development of CAE applications in future engineering is constrained to some extent by insufficient experimental observations, lack of theoretical modeling, limited numerical analysis, and difficulties in result validation. By replacing traditional mathematical mechanics models with data-driven models, artificial intelligence (AI) methods directly use high-dimensional, high-throughput data to establish complex relationships between variables and capture laws that are difficult to discover using traditional mechanics research methods, offering significant advantages in the analysis, prediction, and optimization of complex systems. Empowering CAE with AI to find new solutions to the difficulties encountered by traditional research methods has become a developing trend in numerical simulation research. This study reviews the methods and applications of combining AI with CAE and discusses current research deficiencies as well as future research trends.

BackgroundLong COVID—a condition with persistent symptoms post COVID-19 infection—is the first illness arising from social media. In France, the French hashtag #ApresJ20 described symptoms persisting longer than 20 days after contracting COVID-19. Faced with a lack of recognition from medical and official entities, patients formed communities on social media and described their symptoms as long-lasting, fluctuating, and multisystemic. While many studies on long COVID relied on traditional research methods with lengthy processes, social media offers a foundation for large-scale studies with a fast-flowing outburst of data.ObjectiveWe aimed to identify and analyze Long Haulers’ main reported symptoms, symptom co-occurrences, topics of discussion, difficulties encountered, and patient profiles.MethodsData were extracted based on a list of pertinent keywords from public sites (eg, Twitter) and health-related forums (eg, Doctissimo). Reported symptoms were identified via the MedDRA dictionary, displayed per the volume of posts mentioning them, and aggregated at the user level. Associations were assessed by computing co-occurrences in users’ messages, as pairs of preferred terms. Discussion topics were analyzed using the Biterm Topic Modeling; difficulties and unmet needs were explored manually. To identify patient profiles in relation to their symptoms, each preferred term’s total was used to create user-level hierarchal clusters.ResultsBetween January 1, 2020, and August 10, 2021, overall, 15,364 messages were identified as originating from 6494 patients of long COVID or their caregivers. Our analyses revealed 3 major symptom co-occurrences: asthenia-dyspnea (102/289, 35.3%), asthenia-anxiety (65/289, 22.5%), and asthenia-headaches (50/289, 17.3%). The main reported difficulties were symptom management (150/424, 35.4% of messages), psychological impact (64/424,15.1%), significant pain (51/424, 12.0%), deterioration in general well-being (52/424, 12.3%), and impact on daily and professional life (40/424, 9.4% and 34/424, 8.0% of messages, respectively). We identified 3 profiles of patients in relation to their symptoms: profile A (n=406 patients) reported exclusively an asthenia symptom; profile B (n=129) expressed anxiety (n=129, 100%), asthenia (n=28, 21.7%), dyspnea (n=15, 11.6%), and ageusia (n=3, 2.3%); and profile C (n=141) described dyspnea (n=141, 100%), and asthenia (n=45, 31.9%). Approximately 49.1% of users (79/161) continued expressing symptoms after more than 3 months post infection, and 20.5% (33/161) after 1 year.ConclusionsLong COVID is a lingering condition that affects people worldwide, physically and psychologically. It impacts Long Haulers’ quality of life, everyday tasks, and professional activities. Social media played an undeniable role in raising and delivering Long Haulers’ voices and can potentially rapidly provide large volumes of valuable patient-reported information. Since long COVID was a self-titled condition by patients themselves via social media, it is imperative to continuously include their perspectives in related research. Our results can help design patient-centric instruments to be further used in clinical practice to better capture meaningful dimensions of long COVID.

Purpose of the article: This article explores the limitations of traditional marketing research methods, such as surveys, experiments, and focus groups, which have been the mainstay for organizations in understanding consumer desires, needs, and attitudes. It highlights the critical shortcomings of these methods, particularly their reliance on honest responses and their inability to capture subconscious consumer behavior. Methodology: The study reviews existing literature to analyze the effectiveness of traditional marketing research compared to neuromarketing techniques. It categorizes neuromarketing tools into three groups: those that measure metabolic brain activity, those that record electrical brain activity, and those that do not require brain activity monitoring. Conclusions: The findings suggest that traditional marketing methods fail to predict consumer behavior accurately due to their focus on conscious decision-making processes. This results in a disconnect between research outcomes and actual consumer behavior at the point of purchase. Neuromarketing, by accessing subconscious processes, offers a more comprehensive understanding of consumer attitudes and can enhance the effectiveness of marketing strategies. Originality: This article contributes to the field of marketing by integrating neuromarketing insights, addressing gaps in traditional research methods, and emphasizing the importance of understanding the subconscious mind in shaping marketing messages.

In today’s digital age, the acquisition, dissemination, research, and reproduction of humanistic knowledge have undergone tremendous changes. Therefore, exploring the impact of the digital age and thinking about how traditional humanistic research methods can be combined with digital humanities have become important issues that humanities scholars cannot avoid. This study takes the cross-border issue of the Japanese book “History of Chinese Literature” between China and Japan as an example. Firstly, database resources were used to organize the publication and background information of relevant Chinese translations during the late Qing Dynasty and the Republic of China period. Then, traditional research methods were used to analyze their translation characteristics, translation motivations, translator mentality, and translation strategies. It was pointed out that such translations are not only a carrier for mutual reference and exchange between the Chinese and Japanese academic circles, but also a platform for Chinese and Japanese scholars to compete academically. The study of related translation activities can open up new spaces and perspectives for the research of cultural exchange between China and Japan. Finally, the introduction of digital humanities methods was discussed in terms of how it will promote cross-border research on the Japanese book “History of Chinese Literature”, as well as the obstacles it will face.

This article examines the relationship between traditional and creative research methods through the case study of The Social Studio (TSS), an art-based social enterprise in Melbourne, Australia. TSS aims to address systemic barriers to employment and education for people from refugee and migrant backgrounds through training and work experience in fashion and textiles. Specifically, the article reflects on the embodied, co-making learning space and model of TSS which addresses some of the barriers faced by migrant and refugee students in accessing formal education. Our research brings together traditional research methods, such as interviews and observation, as well as a creative workshop where both research subjects and researchers were taught a weaving activity. The article reflects critically on the limitations of traditional research methods, the challenges of researching in creative community contexts and also the need to document and analyse how material and embodied experiences impact on social and community development.

ABSTRACTEthnographic research has tended to be driven by traditional research methods—such as observation and interviews—to the exclusion of using visual sources of data. These can include illustrations or photographs, which are generally utilized by visual anthropologists. World Christianity has been the subject of social science research; however, analysis tends to be based on traditional ethnographic research methods. Through an analysis of personal interactions at Pentecostal churches in Cape Town, this article underscores the importance of incorporating visual data sources—particularly the use of photography—in the study of Pentecostalism through an exploration of the conceptual complexity, insights, and interpretations of the various representations of photography as a research method. By developing a conceptual framework of folding and enfolding, I posit that photography engenders cognitive memory and communicates complex messages that define the extent to which researchers or participants perceive photographs as useful.

In this article, I make the case for an underexplored research practice – participatory dissemination – and reflectively introduce a new research method, IBZM (Interview-Based Zine-Making), which I developed in my fieldwork research on the gentrifying neighborhood of Bushwick, Brooklyn, in New York City. Participatory dissemination is a practice that engages research participants in the interpretation of preliminary research findings, and through art-based methods, leads to the coproduction of visual outputs and research communication for diversified audiences, especially those beyond solely academic readers. Participatory dissemination has received little attention within academic debates thus far. The paper addresses this gap in the literature by outlining the rationale and potential for incorporating participatory processes within research dissemination, even where so-called traditional (non- or less-participatory) research methods are used. IBZM follows the technique of zine-making (that is, the practice of cutting, rearranging, and creatively pasting printed materials in a new pamphlet), but instead of using media texts and pictures as raw materials, IBZM works with transcribed texts from researcher-conducted interviews. The aim is to let the research participants (zine-makers) engage with the perspectives of the interviewees and find assonances, disagreements, and connections with their own thoughts. The output is a collectively produced zine to be further disseminated. IBZM offers a means of combining traditional detached research methods, such as interviews, with participatory and creative/visual research methods. As such, participatory dissemination can be helpful in bridging literatures and debates on participatory and traditional research methods, providing new avenues for researchers working primarily with the latter to incorporate participatory elements into their research process and outputs.

There has been growing enthusiasm amongst those who undertake research with children, for the development of participatory and visual research methods. The greater availability and affordability of digital technology (such as digital cameras, tablets and smart phones) has meant that there has been greater scope for digital technology to support participatory research methods, or augment more traditional qualitative research methods. While digital technology provides new opportunities for qualitative researchers, they also come with a series of challenges – some of which have been grappled with by those using more traditional research methods but also some which are new. Our study was undertaken in Victoria, Australia, and used a combination of interviews, focus groups and digital storytelling to bring together two strands of work which have historically occurred separately: work with children experiencing domestic violence and programs for men who use domestic violence. While digital storytelling proved to be an effective method of engaging children and young people in the research, a range of challenging ethical issues emerged. Some of these issues were considered as part of the formal ‘procedural ethics’ process, but additional and more challenging issues relating to anonymity and the complex safety considerations of using of the children’s digital stories within programs for men who use violence and dissemination emerged in practice. It is hoped that sharing our experiences and decision-making will contribute to the knowledge base for others considering engaging in sensitive research using digital technology.

The depiction of alcohol is the focus of a growing number of content analyses in the field of social media research. Typically, the occurrence and nature of alcohol representations are coded to measure the prevalence, normalization, or even glorification of alcohol and its consumption on different social media platforms (Moreno et al., 2016; Westgate & Holliday, 2016) and smartphone apps (Ghassemlou et al., 2020). But social media platforms and smartphone apps also play a role in the prevention of alcohol abuse when they disseminate messages about alcohol risks and foster harm reduction, abstinence, and sobriety (Davey, 2021; Döring & Holz, 2021; Tamersoy et al., 2015; Westgate & Holliday, 2016). Field of application/theoretical foundation: Social Cognitive Theory (SCT; Bandura 1986, 2009) as the dominant media effects theory in communication science, is applicable and widely applied to social media representations of alcohol: According to SCT, positive media portayals of alcohol and attractive role models consuming alcohol can influence the audience’s relation to alcohol. That’s why positive alcohol portayals in the media are considered a public health threat as they can foster increased and risky alcohol consumption among media users in general and young people in particular. The negative health impact predicted by SCT depends on different aspects of alcohol portrayals on social media that have been traditionally coded in manual content analyses (Beullens & Schepers, 2013; Mayrhofer & Naderer, 2019; Moreno et al., 2010) and most recently by studies relying on computational methods for content analysis (e.g. Ricard & Hassanpour, 2021). Core aspects of alcohol representations on social media are: a) the type of communicator / creator of alcohol-related social media content, b) the overall valence of the alcohol portrayal, c) the people consuming alcohol, d) the alcohol consumption behaviors, e) the social contexts of alcohol consumption, f) the types and brands of consumed alcohol, g) the consequences of alcohol consumption, and h) alcohol-related consumer protection messages in alcohol marketing (Moreno et al., 2016; Westgate & Holliday, 2016). For example, a normalizing portrayal shows alcohol consumption as a regular and normal behavior of diverse people in different contexts, while a glorifying portrayal shows alcohol consumption as a behavior that is strongly related to positive effects such as having fun, enjoying social community, feeling sexy, happy, and carefree (Griffiths & Casswell, 2011). While criticism of glorifying alcohol portrayals in entertainment media (e.g., music videos; Cranwell et al., 2015), television (e.g., Barker et al., 2021), and advertising (e.g., Curtis et al., 2018; Stautz et al., 2016) has a long tradition, the concern about alcohol representations on social media is relatively new and entails the phenomenon of alcohol brands and social media influencers marketing alcohol (Critchlow & Moodie, 2022; Turnwald et al., 2022) as well as ordinary social media users providing alcohol-related self-presentations (e.g., showing themselves partying and drinking; Boyle et al., 2016). Such alcohol-related self-presentations might elicit even stronger identification and imitation effects among social media audiences compared to regular advertising (Griffiths & Casswell, 2011). Because of its psychological and health impact, alcohol-related social media content – and alcohol marketing in particular – is also an issue of legal regulation. The World Health Organization states that “Europe is the heaviest-drinking region in the world” and strongly advocates for bans or at least stricter regulations of alcohol marketing both offline and online (WHO, 2020, p. 1). At the same time, the WHO points to the problem of clearly differentiating between alcohol marketing and other types of alcohol representations on social media. Apart from normalizing and glorifying alcohol portayals, there are also anti-alcohol posts and comments on social media. They usually point to the health risks of alcohol consumption and the dangers of alcohol addiction and, hence, try to foster harm reduction, abstincence and sobriety. While such negative alcohol portayals populate different social media platforms, an in-depth investigation of the spread, scope and content of anti-alcohol messages on social media is largely missing (Davey, 2021; Döring & Holz, 2021; Tamersoy et al., 2015). References/combination with other methods of data collection: Manual and computational content analyses of alcohol representations on social media platforms can be complemented by qualitative interview and quantitative survey data addressing alcohol-related beliefs and behaviors collected from social media users who a) create and publish alcohol-related social media content and/or b) are exposed to or actively search for and follow alcohol-related social media content (e.g., Ricard & Hassanpour, 2021; Strowger & Braitman, 2022). Furthermore, experimental studies are helpful to directly measure how different alcohol-related social media posts and comments are perceived and evaluated by recipients and if and how they can affect their alcohol-related thoughts, feelings, and behaviors (Noel, 2021). Such social media experiments can build on respective mass media experiments (e.g., Mayrhofer & Naderer, 2019). Insights from content analyses help to select or create appropriate stimuli for such experiments. Last but not least, to evaluate the effectiveness of alcohol marketing regulations, social media content analyses conducted within a longitudinal or trend study design (including measurements before and after new regulations came into effect) should be preferred over cross-sectional studies (e.g., Chapoton et al., 2020). Example Studies for Manual Content Analyses: Coding Material Measure Operationalization (excerpt) Reliability Source a) Creators of alcohol-related social media content Extensive explorations on Facebook, Instagram and TikTok Creators of alcohol-related social media content on Facebook, Instagram and TikTok Polytomous variable “Type of content creator” (1: alcohol industry; 2: media organization/media professional; 3: health organization/health professional; 4: social media influencer; 5: ordinary social media user; 6: other) Not available Döring & Tröger (2018) Döring & Holz (2021) b) Valence of alcohol-related social media content N = 3 015 Facebook comments N = 100 TikTok videos Valence of alcohol-related social media content (posts or comments) Binary variable “Valence of alcohol-related social media content” (1: positive/pro-alcohol sentiment; 2: negative/anti-alcohol sentiment) Cohen’s Kappa average of .72 for all alcohol-related variables in codebook* Döring & Holz (2021) *Russell et al. (2021) c) People consuming alcohol N = 160 Facebook profiles (profile pictures, personal photos, and text) Portrayal of people consuming alcohol on Facebook profiles Binary variable “Number of persons on picture” (1: alone; 2: with others) Cohen’s Kappa > .90 Beullens & Schepers (2013) d) Alcohol consumption behaviors N = 160 Facebook profiles (profile pictures, personal photos, and text) Type of depicted alcohol use/consumption Polytomous variable “Type of depicted alcohol use/consumption” (1: explicit use such as depiction of person drinking alcohol; 2: implicit use such as depiction of alcohol bottle on table; 3: alcohol logo only) Cohen’s Kappa = .89 Beullens & Schepers (2013) N = 100 TikTok videos Multiple alcoholic drinks consumed per person Binary variable “Multiple alcoholic drinks consumed per person” as opposed to having only one drink or no drink per person (1: present; 2: not present) Cohen’s Kappa average of .72 for all alcohol-related variables in codebook Russell et al. (2021) N = 100 TikTok videos Alcohol intoxication Binary variable “Alcohol intoxication” (1: present; 2: not present) Cohen’s Kappa average of .72 for all alcohol-related variables in codebook Russell et al. (2021) N = 4 800 alcohol-related Tweets Alcohol mentioned in combination with other substance use Binary variable “Alcohol mentioned in combination with tobacco, marijuana, or other drugs” (1: yes; 2: no) Cohen’s Kappa median of .73 for all pro-drinking variables in codebook Cavazos-Rehg et al. (2015) e) Social contexts of alcohol consumption N = 192 Facebook and Instagram profiles (profile pictures, personal photos, and text) Portrayal of social evaluative contexts of alcohol consumption on Facebook and Instagram profiles Polytomous variable “Social evaluative context” (1: negative context such as someone looking disapprovingly at a drunk person; 2: neutral context such as no explicit judgment or emotion is shown; 3: positive context such as people laughing and toasting with alcoholic drinks) Cohen’s Kappa ranging from .68 to .91 for all variables in codebook Hendriks et al. (2018), based on previous work by Beullens & Schepers (2013) N = 51 episodes with a total of N = 1 895 scenes of the American adolescent drama series “The OC” Portrayal of situational contexts of alcohol consumption in scenes of a TV series Polytomous variable “Setting of alcohol consumption” (1: at home; 2: at adult / youth party; 3: in a bar; 4: at work; 5: at other public place) Polytomous variable “Reason of alcohol consumption” (1: celebrating/partying; 2: habit; 3: stress relief; 4: social facilitation) Cohen’s Kappa for setting of alcohol consumption .90 Cohen’s Kappa for reason of alcohol consumption .71 Van den Bulck et al. (2008) f) Types and brands of consumed alcohol N = 17 800 posts of Instagram influencers and related comments Portrayal of different alcohol types and alcohol brands in Instagram posts Polytom

Background. Th e Internet and social media play an important role in the mental and personal development of children and youth. Recent studies have shown that the daily Internet activity of the digital generation (creating a profi le, chatting with friends, comments and likes, etc.) is associated with the establishment of personal identity, relationship with peers, social involvement, as well as self-expression. Th us, the analysis of social media becomes an important issue in the study of socialization and personality identity. Objective. Contemporary science around the globe has accumulated data on the cultural mediation of identity. Th e results of studies obtained in diff erent sociocultural contexts indicate that the use of social networks by the younger generation, their behavior on the Internet, the infl uence of the Internet and social media on identity largely depend on the cultural characteristics of a particular society. Results. Numerous though oft en contradictory results require systematization and generalization, analysis of the possibilities and limitations of the methods used to study online identity. In particular, the methods of big data analysis, which are gaining popularity, are widely praised for the possibilities they can provide. However, the application of these methods in social and psychological research remains ambiguous, which becomes topical in connection with ethical issues, such as invasion of privacy through the collection of personal data of users (especially when children and adolescents are involved). Moreover, it seems hard to neglect doubts about objectivity and accuracy of these methods. Th e relevance of a theoretical review in this area is due to the need to structure existing ideas on the role of culture in the development of identity in a digital society. One of the important tasks is to systematize the empirical data accumulated in diff erent ethno-cultural contexts through traditional and innovative methods of research. Current research focuses on the impact of Internet activity in social media on the identity development in a member of the “digital society”. Conclusion. Th e article considers modern ideas on the identity development of the younger generation in its connection with Internet activity and the use of social media. Th e results of studies that confi rm the cultural mediation of online identity are analyzed. Possibilities and limitations of the analysis of Internet activity and social media in the study of identity are demonstrated. Recommendations on the eff ective and ethical application of such analysis as well as on the combination of big data analysis with traditional socio-psychological research methods are summarized. Th e review will contribute to an in-depth study of global and culturally determined trends in the identity development of the digital generation at the present stage of cultural and historical evolution of society. It will also outline the prospects for analyzing Internet activity and social media while studying these trends.

Navigating Social Media in #Ophthalmology

Social media provide gold mines of data for communication research. Different from traditional social science research methods such as survey, experiment, or content analysis, a new set of methods are required to collect Big Data from social media. In the current entry, we introduce the general procedure of how to collect social media data on content, usage, and structure via direct scraping and application programming interfaces (APIs). We also discuss sampling strategy and ethical issues involved in data collection from social media.

PurposeThis paper aims to analyze the social media strategies of wineries from three quality Denominations of Origin (DOs): Alella, Empordà and Priorat (Spain). It explores how digitalization has become a crucial element in contemporary marketing communication strategies and examines the presence and use of social media by these wineries.Design/methodology/approachThe study employs a quantitative methodology to identify the most commonly used social media platforms among the selected DOs. Additionally, a content analysis is conducted to understand the themes these DOs use to engage with their audience. The analysis focuses on the social media presence and content strategies of the wineries within the specified DOs.FindingsThe study reveals that an increased understanding and utilization of new technologies by local citizens could enhance the digital development of these wineries. The research identifies the prevalent social media platforms used by the DOs and examines the content themes that wineries use to connect with their audience.Research limitations/implicationsThe findings emphasize the need to improve digital literacy among local communities to support the digital growth of wineries. The study also highlights the importance of understanding which social media platforms and content themes are most effective for engaging target audiences. Future research could explore the impact of specific digital strategies on business performance and consumer engagement.Originality/valueThis research contributes to the understanding of social media strategies in the wine industry, particularly within Catalan DOs, by providing insights into the use of digital tools and content themes in winery marketing.

“Don’t you recognize me…?”: Insights From Social Media Posts On The Impact of Alzheimer’s Disease On Care Partners