SPATIAL-TEMPORAL ANALYSIS OF THE DISTRIBUTION PATTERNS OF GREIG'S TULIP (LAT. TULIPA GREIGII) IN THE LANDSCAPES OF TURKISTAN REGION AND OPPORTUNITIES FOR ECOTOURISM DEVELOPMENT

Despite a long-standing debate about the utility of species-centered conservation approaches (Roberge & Angelstam 2004), surrogate species remain popular because they provide useful—or even necessary—shortcuts for successful conservation programs (Caro 2010). Flagship species, a prime example of a surrogate, are primarily intended to promote public awareness and to raise funds for conservation (Veríssimo et al. 2011). In contrast, the protection of umbrella species is expected to benefit a wide range of co-occurring species (Roberge & Angelstam 2004; Caro 2010). Accordingly, the main criteria for selecting flagship species should be based on sociocultural considerations, whereas umbrella species should be chosen principally based on ecological criteria (Caro 2010; Veríssimo et al. 2011) (Table 1). Because these 2 concepts are often confused or mistakenly used interchangeably, Caro (2010:248) coined the term flagship umbrellas to describe species that explicitly integrate both functions. Li and Pimm (2016) recently demonstrated that the classic flagship species, the giant panda (Ailuropoda melanoleuca), can simultaneously act as an umbrella species because its protection benefits many co-occurring endemic mammals, birds, and amphibians. This challenges the often-held views that the umbrella concept has to be abandoned because it is not working efficiently at local scales (Caro 2015); that most flagship species are weak predictors for use in reserve planning (Caro 2010); and that ecosystem- or landscape-based conservation approaches should consequentially be favored over species-based approaches when feasible (Roberge & Angelstam 2004; Caro 2010). Furthermore, there is an increasing demand for a paradigm shift in conservation strategies to specifically target hidden or neglected biodiversity for its intrinsic value and its contribution to ecosystem processes (Dougherty et al. 2016). focus on flagship species specific for each target group (Castello et al. 2009; Ebner et al. 2016); focus on material and nonmaterial values; public outreach on their conservation needs eDNA and other metabarcoding approaches; new and updated biodiversity databases (e.g., Collen et al. 2014; IUCN Red List) We call for an updated conservation framework that covers multiple scales and all organisms, from single-celled organisms to vertebrates. We specifically focus on freshwater ecosystems to elaborate on the essential components of such a unified framework and on the usefulness of the flagship-umbrella approach. Freshwaters are of particular interest here because freshwater species face disproportionate extinction risks (Collen et al. 2014); conservation research and practice are insufficient for freshwater species relative to the anthropogenic threats they face (Supporting Information); inexpensive and noninvasive molecular tools for species detection have been developed and successfully tested in freshwater ecosystems (Hänfling et al. 2016); and the flagship approach has predominantly been deployed in the terrestrial realm, whereas there is little systematic research on the effectiveness of freshwater flagship species. Hence, we addressed the following questions: Which criteria should guide the selection of freshwater flagship umbrella species and what candidate species are discussed in the literature? What are the major obstacles to and what is necessary for successful implementation of the flagship-umbrella approach in freshwater conservation planning and evaluation? We suggest development and testing of conservation programs that take full advantage of the benefits of the flagship-umbrella approach by conceptually integrating them with ecosystem-based approaches to conservation. The most important features of an effective umbrella species are a large range size and complex habitat requirements (Roberge & Angelstam 2004; Caro 2010; Table 1). The effectiveness of the flagship function, in contrast, has to be evaluated on a sociocultural and economic basis (Veríssimo et al. 2011). Because criteria for flagship-species identification were primarily developed with terrestrial species in mind, applying them to freshwater species poses several challenges, such as the greater taxonomic distance of freshwater species to humans and the difficulties of observing these organisms in their natural environment (Table 1). One solution may be to target freshwater species that invoke human emotions because they have been a traditional food resource or are already integrated into established conservation programs (e.g., the arapaima [Arapaima spp.] in the Brazilian Amazonas [Castello et al. 2009]; and the red-finned blue-eye [Scaturiginichthys vermeilipinnis] in the Lake Eyre basin in Australia [Kerezsy 2014]). Ebner et al. (2016) proposed 3 main criteria to select potential flagship freshwater fishes for Australia based on their size, trophic position, and conservation status. Moreover, they defined and discussed different stakeholder perspectives that are important when applying the flagship-species concept (Ebner et al. 2016). However, a focus on large fish will not always be sufficient for successful freshwater conservation programs (Ebner et al. 2016) because, for example, locally restricted and small ecosystems such as ponds or artesian springs do not host large fishes. The small organisms living there, however, might also be suitable flagship species (Kerezsy 2014). Ideally, future attempts to evaluate flagship umbrella species should therefore adopt a multidisciplinary approach to assess a species' potential to attract public attention and funding for conservation programs as well as its potential to protect co-occurring biodiversity in all types of freshwater habitats. Toward this goal, we identified over 60 potential freshwater flagship umbrellas across the globe—multiple species and higher taxa—by scanning the conservation literature for proposed candidates. (See Fig. 1 for examples and Supporting Information for a complete list and methods.) In contrast to the flagship function, umbrella species should be selected based on high co-occurrence between them and other components of biodiversity (Table 1). However, previous work evaluating umbrella species has focused almost exclusively on terrestrial systems (Branton & Richardson 2011). Another general problem when evaluating the suitability of umbrella species is the limitations of current data sets. For instance, Li and Pimm (2016) note that data on species potentially protected by conservation of the giant panda are restricted to a few vertebrate groups. Clearly, more efficient planning and evaluation of conservation efforts requires more comprehensive information about biodiversity distribution, particularly for nonvertebrates. Obtaining this information in aquatic environments is particularly time-consuming, but global data sets of freshwater invertebrate distributions have been compiled recently for freshwater crabs, crayfish, and shrimps, and information for many regions is available for fishes, odonates, and molluscs (Collen et al. 2014; IUCN 2015). These data sets provide a timely opportunity for evaluating the potential use of umbrella species in freshwaters. Furthermore, recently developed molecular methods are becoming increasingly affordable for biodiversity monitoring. The analysis of environmental DNA (eDNA) combined with high-throughput sequencing (DNA metabarcoding) is an excellent source of information on aquatic species (Creer et al. 2016; Hänfling et al. 2016). The DNA metabarcoding allows identification of multiple species from water samples or from bulk samples containing entire organisms. These cost-efficient tools allow collection of data on aquatic biodiversity and provide comprehensive information on entire communities. Until now, eDNA has not been used widely in conservation assessment or planning, and its interpretation and application still requires methodological development (Creer et al. 2016). Even though biodiversity data obtained through eDNA are not identical to data obtained through classical approaches, results relative to community structure and stress response are similar, and eDNA data are sometimes more accurate than data derived from traditional approaches (Hänfling et al. 2016). These new tools can be combined with the new data sets on freshwater species distributions of the International Union for Conservation of Nature (Collen et al. 2014; IUCN 2015), which will allow for the development of a more complete, integrated approach to freshwater conservation. Together, such an advanced, evidence-based foundation for reserve planning and biodiversity assessment will improve the suitability of conservation programs, potentially protecting the multiple facets of diversity—from genes to ecosystems—with greater temporal and spatial accuracy. The tools for successful implementation of conservation approaches based on single species are now available and should be applied increasingly to enhance freshwater biodiversity conservation. Comprehensive databases on freshwater biodiversity and emerging molecular tools will help with the integration of previously neglected biodiversity into management planning and evaluation. In this way, they will improve the utility of the flagship-umbrella approach and help achieve the ultimate goal of identifying efficient flagship umbrella species for aquatic ecosystems that function, so to speak, as freshwater pandas. However, successful development and implementation of future approaches to protect biodiversity need the mutual efforts of conservation scientists and practitioners regardless of their main motivation and background (Green et al. 2015), which will consequentially include species-based and ecosystem-based approaches. Khoury et al. (2011) showed for the catchment of the upper Mississippi River that the combined implementation of "fine-filtered" (i.e., species) and "coarse-filtered" (i.e., ecosystem) conservation approaches is not only possible, but it even improves outcome and accuracy in conservation planning. Moreover, there is a growing consensus that only the joint efforts of people inside and outside academic conservation science can guarantee successful and sustainable protection of global biodiversity (Khoury et al. 2011; Green et al. 2015; Ebner et al. 2016). Hence, we believe Dougherty et al.'s (2016) call to boost conservation efforts to encompass hitherto overlooked and neglected biodiversity is timely and justified. It is true that the conditions for nature conservation have changed remarkably since the 1960s, when the World Wildlife Fund established the panda as the first flagship species decades before the term biodiversity became fashionable in the 1990s. Still, we believe the unique potential of many flagship species to engage society cannot be dismissed before such an updated flagship umbrella concept has been implemented and evaluated. Here, we show conceptually how such extended species-centered programs that follow clear guidelines for their sociocultural and ecological functions will likely work in favor of those parts of biodiversity that have been overlooked and neglected. This endeavor can only be successful if conservation scientists focus on the full range of biodiversity—from the smallest to the largest, from the most charismatic to the least appealing—and work together with practitioners and stakeholders to help save the amazing diversity of all forms of life on this planet (Green et al. 2015; Dougherty et al. 2016). This article was initiated at the workshop The Next Generation of Biodiversity Research held in 2015 and organized by the Cross-Cutting Research Domain Aquatic Biodiversity of the Leibniz-Institute of Freshwater Ecology and Inland Fisheries in Berlin, Germany. We thank all participants of the workshop for many fruitful and enlightening discussions that were crucial in developing this article. We particularly thank M. Gessner, M. Burgman, E. McDonald-Madden, and 3 anonymous referees for their helpful comments that substantially improved our manuscript. J.M.J. appreciates financial support from the Deutsche Forschungsgemeinschaft (JE 288/9-1) and S.C.J. by the German Federal Ministry of Education and Research (01LN1320A). Finally, we thank S. Gavney Moore, J. Gessner, R. Reeves, and the International Crane Foundation for their help in obtaining the species photographs. Please note: The publisher is not responsible for the content or functionality of any supporting information supplied by the authors. Any queries (other than missing content) should be directed to the corresponding author for the article.

This study investigates audience engagement metrics across streaming and social media platforms, highlighting the growing significance of these metrics in today's digital landscape. As content consumption habits evolve, understanding how users engage with different platforms becomes critical for content creators, marketers, and media professionals. The research focuses on three primary streaming platforms—Netflix, Hulu, and Twitch—and four leading social media platforms—Facebook, Twitter, Instagram, and TikTok. The study utilizes a mixed-methods approach, combining quantitative analysis of engagement data with qualitative insights gathered from industry reports and expert interviews. To assess engagement, key metrics were identified, including average watch time, interaction rates (likes, shares, comments), and user retention rates. Data collection involved analytics tools, surveys of user behaviors, and secondary data from available industry reports. The analysis revealed significant differences in engagement across the platforms. For instance, streaming platforms demonstrated higher average watch times, indicating that users are more likely to consume content for extended periods. Conversely, social media platforms exhibited greater interaction rates, showcasing users’ propensity to engage with content through likes and shares. The findings suggest that while streaming platforms excel in viewer retention, social media platforms foster a more interactive user environment. This distinction has important implications for content strategy, as creators and marketers can tailor their approaches based on the strengths of each platform. The study contributes to the existing literature by filling a gap in comparative analyses of audience engagement metrics, providing actionable insights for enhancing content performance across platforms. Future research could explore longitudinal studies to assess how engagement metrics evolve over time and impact content success.

Rethinking the Ph.D. dissertation in botany: Widening the circle.

BackgroundThe World Health Organization (WHO) plays a critical role in global health governance, but its popular legitimacy, a measure of public trust and support, has been contested, particularly during crises such as the COVID-19 pandemic. While legitimacy is widely studied through normative and elite-focused approaches, empirical assessments using public discourse remain limited. Social media platforms like X (formerly Twitter) offer real-time data for evaluating public sentiment toward the WHO.ObjectiveThis study aims to assess the evolution of the WHO’s popular legitimacy from 2008 to 2021 by analyzing public engagement metrics on X, with a particular focus on changes during the COVID-19 pandemic.MethodsWe analyzed 46,667 tweets from the WHO using computational methods, including the retweet-to-reply ratio, sentiment analysis, and longitudinal trend evaluation. Metrics such as likes, retweets, and replies were examined to quantify public sentiment, with the retweet-to-reply ratio serving as a key indicator of controversy and support levels.ResultsThe WHO’s popular legitimacy was stable from 2008 to 2019 but declined significantly during the COVID-19 pandemic, reflecting heightened public scrutiny and criticism. Engagement metrics revealed increased replies relative to retweets during this period, indicating greater controversy in public discourse.ConclusionsThis study demonstrates the feasibility of using social media metrics to measure international organization (IO) legitimacy over time. The findings highlight the impact of global crises on public trust and provide a replicable framework for assessing the legitimacy of other IOs. Social media engagement offers valuable insights for IOs to adapt communication strategies and maintain public trust during crises.

We assess the effectiveness of paid ads on social media platforms as a research recruitment tool with Latino men who have sex with men (LMSM). We deployed four paid ad campaigns July-September 2022 in English and Spanish on Meta and Grindr featuring happy or risqué images of LMSM, documenting engagement and cost metrics. The four campaigns generated a total of 1,893,738 impressions and 1078 clicks (0.057 click-through rate) with a total cost of $7,989.39. Of the 58 people who accessed the study screener, 31 completed it (53.4%), 13 were eligible (22.4%), but none enrolled. Comparing platforms, Meta had higher engagement metrics than Grindr, while Grindr had higher proportions of those who completed the screener (57.9%) and were eligible (26.3%) than Meta (52.6% and 21.0%, respectively). Challenges to using paid ads as an LMSM recruitment tool included intersecting pandemics (Mpox, COVID-19), and limited connection between platforms and staff for study enrollment.

The high prevalence of noncommunicable diseases and the growing importance of social media have prompted health care professionals (HCPs) to use social media to deliver health information aimed at reducing lifestyle risk factors. Previous studies have acknowledged that the identification of elements that influence user engagement metrics could help HCPs in creating engaging posts toward effective health promotion on social media. Nevertheless, few studies have attempted to comprehensively identify a list of elements in social media posts that could influence user engagement metrics. This systematic review aimed to identify elements influencing user engagement metrics in social media posts by HCPs aimed to reduce lifestyle risk factors. Relevant studies in English, published between January 2006 and June 2023 were identified from MEDLINE or OVID, Scopus, Web of Science, and CINAHL databases. Included studies were those that examined social media posts by HCPs aimed at reducing the 4 key lifestyle risk factors. Additionally, the studies also outlined elements in social media posts that influenced user engagement metrics. The titles, abstracts, and full papers were screened and reviewed for eligibility. Following data extraction, narrative synthesis was performed. All investigated elements in the included studies were categorized. The elements in social media posts that influenced user engagement metrics were identified. A total of 19 studies were included in this review. Investigated elements were grouped into 9 categories, with 35 elements found to influence user engagement. The 3 predominant categories of elements influencing user engagement were communication using supportive or emotive elements, communication aimed toward behavioral changes, and the appearance of posts. In contrast, the source of post content, social media platform, and timing of post had less than 3 studies with elements influencing user engagement. Findings demonstrated that supportive or emotive communication toward behavioral changes and post appearance could increase postlevel interactions, indicating a favorable response from the users toward posts made by HCPs. As social media continues to evolve, these elements should be constantly evaluated through further research.

BackgroundThe August 2023 wildfire in the town of Lāhainā on the island of Maui in Hawaiʻi caused catastrophic damage, affecting thousands of residents, and killing 102 people. Social media platforms, particularly TikTok, have become essential tools for crisis communication during disasters, providing real-time crisis updates, mobilizing relief efforts, and addressing misinformation. Understanding how disaster-related content is disseminated and engaged with on these platforms can inform strategies for improving emergency communication and community resilience.ObjectiveGuided by Social-Mediated Crisis Communication theory, this study examined TikTok posts related to the Maui wildfires to assess content themes, public engagement, and the effectiveness of social media in disseminating disaster-related information.MethodsTikTok posts related to the Maui wildfires were collected from August 8, 2023, to August 9, 2024. Using TikTok’s search functionality, we identified and reviewed public posts that contained relevant hashtags. Posts were categorized into 3 periods: during the disaster (August 8 to August 31, 2023), the immediate aftermath (September 1 to December 31, 2023), and the long-term recovery (January 1 to August 9, 2024). Two researchers independently coded the posts into thematic categories, achieving an interrater reliability of 87%. Engagement metrics (likes and shares) were analyzed to assess public interaction with different themes. Multivariable linear regression models were used to examine the associations between log-transformed likes and shares and independent variables, including time intervals, video length, the inclusion of music or effects, content themes, and hashtags.ResultsA total of 275 TikTok posts were included in the analysis. Most posts (132/275, 48%) occurred in the immediate aftermath, while 76 (27.6%) were posted during the long-term recovery phase, and 24.4% (n=67) were posted during the event. Posts during the event garnered the highest average number of likes (mean 75,092, SD 252,759) and shares (mean 10,928, SD 55,308). Posts focused on “Impact & Damage” accounted for the highest engagement, representing 36.8% (4,090,574/11,104,031) of total likes and 61.2% (724,848/1,184,049) of total shares. “Tourism Impact” (2,172,991/11,104,031, 19.6% of likes; 81,372/1,184,049, 6.9% of shares) and “Relief Efforts” (509,855/11,104,031, 4.6% of likes; 52,587/1,184,049, 4.4% of shares) were also prominent themes. Regression analyses revealed that videos with “Misinformation & Fake News” themes had the highest engagement per post, with a 4.55 coefficient for log-shares (95% CI 2.44-6.65), while videos about “Tourism Impact” and “Relief Efforts” also showed strong engagement (coefficients for log-likes: 2.55 and 1.76, respectively).ConclusionsTikTok is an influential tool for disaster communication, amplifying both critical disaster updates and misinformation, highlighting the need for strategic content moderation and evidence-based messaging to enhance the platform’s role in crisis response. Public health officials, emergency responders, and policy makers can leverage TikTok’s engagement patterns to optimize communication strategies, improve real-time risk messaging, and support long-term community resilience.

During a week-long celebration of science, run under the federally supported National Science Week umbrella, the Catch a Rising Star: women in Queensland research (CaRS) programme flew scientists who identify as women to nine regional and remote communities in the Australian State of Queensland. The aim of the project was twofold: first, to bring science to remote and regional communities in a large, economically diverse state; and second, to determine whether media and public engagement provides career advancement opportunities for women scientists. This paper focuses on the latter goal. The data show: (i) a substantial majority (greater than 80%) of researchers thought the training and experience provided by the programme would help develop her career as a research scientist in the future, (ii) the majority (65%) thought the programme would help relate her research to end users, industry partners or stakeholders in the future, and (iii) analytics can help create a compelling narrative around engagement metrics and help to quantify influence. During the week-long project, scientists reached 600 000 impressions on one social media platform (Twitter) using a program hashtag. The breadth and depth of the project outcomes indicate funding bodies and employers could use similar data as an informative source of metrics to support hiring and promotion decisions. Although this project focused on researchers who identify as women, the lessons learned are applicable to researchers representing a diverse range of backgrounds. Future surveys will help determine whether the CaRS programme provided long-term career advantages to participating scientists and communities.

Mammoth Cave National Park contains the longest surveyed cave system in the world, recording more than 587 km of mapped passages to date. The park exhibits a delicate connection between the subsurface and the landscape surface, including a unique relationship between geology and plant habitats. A suite of geospatial technologies are available to optimize the management of these natural resources. GIS, GPS, and geospatial modelling and visualization technologies were used in this study to demonstrate the use of geospatial technologies in solving environmental and natural resources related issues. We compiled a variety of geospatial data, such as geology, soil, vegetation, and land use history, in GIS to be used to address the many environmental issues at Mammoth Cave National Park. A detailed case study was conducted to assist the classification of the American chestnut (Castanea dentata) habitat at the Park. Geospatial technology provides the capability to solve natural resource issues at difference scales, which help the National Park Service manage their environmental issues, satisfy federal mandates, and present environmental information that is valuable to all citizens who enjoy national parks.

Social media platforms such as Instagram and TikTok have transformed how individuals seek and engage with dietary advice, leading to the rapid propagation of unverified nutrition information that can result in poor dietary choices, contribute to disordered eating and broader health issues(1). This study aims to measure the accuracy and frequency of nutrition misinformation, identify the types of thematic misinformation, and understand user engagement metrics on Instagram and TikTok. A mixed-methods approach was employed, analysing 500 posts (250 from each platform) collected over a six-month period from September 15, 2023, to March 15, 2024, using keywords like healthy eating, healthy food, diet, and weight loss. Posts were evaluated using a modified, previously developed, Social Media Evaluation Checklist(2) and evidence coding framework to measure accuracy. Results indicated a higher prevalence of misinformation on TikTok compared to Instagram, with a significant portion (p < 0.05) of users lacking relevant credentials. The most common characteristic was cooking/recipes and meal plans. TikTok posts with mostly accurate and completely inaccurate information had higher engagement than Instagram posts. TikTok had a larger proportion of completely inaccurate posts (10.8%), mainly related to weight loss. Descriptive statistics for engagement metrics showed TikTok posts had significantly (p < 0.05) higher likes and comments compared to Instagram posts across various accuracy levels. For Instagram, completely accurate posts had a mean of 4,318 likes and 40 comments, while mostly accurate posts had a mean of 25,153 likes and 186 comments. For TikTok, completely accurate posts had a mean of 146,327 likes and 423 comments, mostly accurate posts had a mean of 75,804 likes and 483 comments. An independent t-test revealed significant (p < 0.05) differences in likes and comments between platforms for posts with varying accuracy levels. The study highlights the need for social media platforms to verify the qualifications of individuals providing nutrition advice and implement measures to promote accurate information. Further research is necessary to develop effective strategies to mitigate the spread of misinformation via social media platforms and its impact on public health.

E-health and telehealth are rapidly evolving areas of intervention that may show high potential for use with LGBTQIA+ individuals. Research on the therapeutic utility of these with respect to mental health is limited, particularly in India. SAAHAS (Sexuality, Acceptance, Awareness, Health, and Support) is a queer-affirmative, cognitive behavior therapy-based group therapy model of intervention for LGBTQIA+ individuals. We describe here our facilitator experience with expanding the offline group therapy model to online platforms using Google Meet, with an analysis of attendance and modalities of engagement and a description of our therapy notes and themes of discussion. We describe facilitator experience of continued therapeutic support through WhatsApp by analyzing the chats and thematic coding of the same. We also describe here our attempt at using social media for community mental health outreach through dissemination of mental health messages on Instagram and Facebook; data was analyzed using engagement metrics. Observations of the utility and limitations of these video conferencing and social media platforms and suggestions for effective use are provided.

Spatially Explicit climate change vulnerability assessment of ecological systems along altitudinal gradients in the Indian Himalayan region

Social media platforms have become important channels for public access to health information. Recent studies have evaluated stroke-related videos on TikTok, Bilibili, and other platforms; however, evidence focusing specifically on Mandarin-language ischemic stroke-related videos remains limited. This study aimed to evaluate the content, quality, and reliability of Mandarin-language ischemic stroke-related videos on TikTok and Bilibili. In this cross-sectional study, the quality and reliability of Mandarin-language ischemic stroke-related videos on TikTok and Bilibili were evaluated on October 2, 2025. Video duration, engagement metrics, and uploader identity were collected. The Global Quality Scale (GQS) and modified DISCERN (mDISCERN) tools were used to assess video quality and reliability. Mann-Whitney U and Kruskal-Wallis tests were used for group comparisons, and Spearman rank correlation was used for correlation analysis. A total of 186 videos were included. The videos primarily focused on clinical manifestations (21.33%) and treatment (18.86%), with limited content on prognosis (9.35%). The median GQS score was 3.0 (interquartile range: 2.0-3.0), and the median mDISCERN score was 2.0 (interquartile range: 2.0-3.0). There were no significant differences in GQS and mDISCERN scores between platforms (P > .05). Videos uploaded by specialized healthcare professionals had the highest GQS and mDISCERN scores (P < .05). There was no correlation between engagement metrics (likes, comments, shares) and video quality (P > .05). The overall quality of ischemic stroke-related short videos on social media platforms is suboptimal, and professional background significantly influences video quality and reliability. Future efforts should strengthen content supervision on platforms and optimize health information dissemination strategies to enhance the accuracy of ischemic stroke-related video content.

In the past few years, there has been a significant focus on investigating the impact of social media engagement. Although previous studies recognize the importance of social media engagement, there is still a lack of in-depth analysis regarding the specific influences of likes, comments, and shares on consumer behaviour, especially concerning how these engagements affect different platforms. This study aims to examine the relationship between social media engagement metrics (likes, comments, and shares) and consumer purchase intention on two prominent platforms, Facebook and Instagram. By adopting a cross-sectional design, this study employed purposive sampling to gather data from Malaysian university students who have engaged in purchasing activities on social media platforms such as Facebook and Instagram. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) based on 265 completed responses, comprising 131 from Facebook users and 134 from Instagram users. The results reveal a significant positive relationship between likes and shares with consumer purchase intention on both Facebook and Instagram. However, comments were not found to be associated with consumer purchase intention on either platform. Furthermore, the study conducted a comparative analysis between Facebook and Instagram and found no significant differences in the relationships between engagement metrics and purchase intention. These findings have practical implications for marketers, emphasizing the importance of fostering engagement through likes and shares to drive consumer purchasing behaviour on social media platforms.

Social media platforms have become an essential part of our daily lives. While YouTube and Facebook continue to dominate the online landscape, Instagram, Snapchat, and TikTok have become the favorite social media platforms in the younger generation. TikTok, an app that allows users to create and share 15-s videos, is one of the fastest-growing social media platforms. Currently, almost half of young adults aged <30 years uses TikTok, and it has accumulated >1.1 billion active users worldwide [1]. In this issue of BJUI, the study by Xu et al. [2] investigated the misinformation and quality of information of prostate cancer-related videos on TikTok. A total of 55 TikTok videos with the hashtag #prostatecancer were reviewed and analysed. Although the videos had accumulated 134 944 individual views, the vast majority of them (98.2%) were of moderate to poor quality. Among the videos that provided objective information, 41% of them contained a significant amount of misinformation. Moreover, 10.1% of all videos had an apparent commercial bias. These results are worrisome, as the receipt of biased and false information can potentially influence the health-seeking behaviour of our patients. People 'surf' the web to gather information about uro-oncological diseases and the trap of 'fake news' is always around the corner [3]. In fact, dissemination of misinformation and poor-quality information on social media platforms are very common. This has been demonstrated consistently across different urological conditions on various social media platforms [4]. This is particularly concerning when contents with poor quality tend to attract more public engagement [4]. While it is difficult to establish laws to regulate the usage of social media for healthcare-related contents, we should think of ways to utilise social media in an appropriate and positive manner. As healthcare professionals, we should ensure high-quality information can be delivered to our urological patients. In this rapidly evolving digital era, we have to understand the immense potentials of social media and learn how to use it wisely. Social media platforms differ by their users' demographics and their styles of communication and interaction. The choice of social media platforms greatly depends on our target audience and the purpose of our social media activities. For example, Instagram may be a good platform for raising awareness of testicular cancer in young men, whereas Twitter may be a better platform for sharing experiences and exchanging medical knowledge among urologists. Creating contents that can yield maximal engagement is a skill that requires learning and a certain degree of expertise [5]. Social media analytics may also help us understand how we can reach our audience more effectively [6]. The general public and our urological patients should be educated on the possibility of encountering low-quality information and even misinformation on social media platforms. Urological associations, professional bodies, institutions and hospitals could also play an active role in the dissemination of high-quality urological information. The European Association of Urology (EAU) has established the EAU Patient Information portal (https://patients.uroweb.org) for patients to access reliable information on various urological conditions. The Urology Care Foundation (https://www.urologyhealth.org), the Official Foundation of the American Urological Association (AUA), has also produced numerous patient-education materials based on the AUA Clinical Guidelines. These are valuable materials that can be actively disseminated to the general public and patients who are in need of urological care. Misinformation in urology is a genuine problem and we must try our best to resolve it. None.