“Visual Content as a Strategic Tool in LinkedIn Marketing: An Analytical Study”

In the context of the modern information war, the development of effective methods to counter disinformation and hostile propaganda has become critically important. The amount of false information and the speed of its dissemination necessitated the implementation of automated systems involving artificial intelligence to optimise the processes of creating visual counter-propaganda content. This research aimed to develop a methodology for the integration of artificial intelligence technologies into the processes of creating effective visual tools for countering disinformation, taking into account the principles of graphic design and the psychology of visual information perception. The research was based on a comprehensive approach that combined theoretical analysis of scientific literature, comparative analysis of the neural networks Midjourney, Stable Diffusion, and DALL-E, semiotic analysis of visual materials, as well as experimental implementation of the developed system for the automated creation of counter-propaganda visual content. A comprehensive approach has been developed for the creation of visual tools to counter disinformation, which combines the capabilities of automated information collection systems, artificial intelligence algorithms for generating graphic content, and the principles of effective graphic design. It has been found that the use of artificial intelligence in graphic design has optimised up to 20% of routine tasks in the creation of visual content, allowing designers to focus on the strategic and creative aspects of development. The developed recommendations for the use of artificial intelligence in graphic design may be implemented by state institutions, media, and public organisations to respond promptly to information threats

With the prevalence of social media and short video sharing platforms (e.g., TikTok, YouTube Shorts), the proliferation of healthcare misinformation has become a widespread and concerning issue that threatens public health and undermines trust in mass media. This paper focuses on an important problem of detecting multimodal healthcare misinformation in short videos on TikTok. Our objective is to accurately identify misleading healthcare information that is jointly conveyed by the visual, audio, and textual content within the TikTok short videos. Three critical challenges exist in solving our problem: i) how to effectively extract information from distractive and manipulated visual content in short videos? ii) How to efficiently identify the interrelation of the heterogeneous visual and speech content in short videos? iii) How to accurately capture the complex dependency of the densely connected sequential content in short videos? To address the above challenges, we develop <italic xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">MultiTec</i>, a multimodal detector that explicitly explores the audio and visual content in short videos to investigate both the sequential relation of video elements and their inter-modality dependencies to jointly detect misinformation in healthcare videos on TikTok. To the best of our knowledge, MultiTec is the first modality-aware dual-attentive short video detection model for multimodal healthcare misinformation on TikTok. We evaluate MultiTec on two real-world healthcare video datasets collected from TikTok. Evaluation results show that MultiTec achieves substantial performance gains compared to state-of-the-art baselines in accurately detecting misleading healthcare short videos.

This study aims to determine the effect of employer branding on electronic word of mouth in one of the cultural heritage hotels. Data were collected through a survey distributed to 121 employees population of one of the hotels in Bandung. In this study, the independent variable employer branding uses four dimensions, namely work culture, salary and incentives, diversity and ethics, and CSR. As for the dependent variable electronic word of mouth, the dimensions used are volume and valance. These dimensions were adopted from previous studies that used employer branding and electronic word of mouth as the main focus of research. Hypothesis testing, validity, and reliability were tested using PLS-SEM as the analysis method. The research results that have been stated, show that employer branding affects electronic word of mouth in employees and the effect of employer branding on electronic word of mouth is positive and significant.

The growing popularity of short-form video platforms has significantly transformed the landscape of digital advertising in India. In an era where audiences increasingly consume algorithm-curated content tailored to their interests, brands are rapidly shifting toward short-duration video formats to capture audience attention and enhance engagement. This study examines the effectiveness of short-form video advertising in enhancing brand popularity and compares the performance of Instagram Reels on Instagram and YouTube Shorts on YouTube. The research highlights the importance of short-form video as an emerging advertising strategy and explores the advantages of adopting such formats for brand communication. The study is theoretically grounded in key communication and cognitive frameworks, including the Uses and Gratifications Theory, Dual Coding Theory, and Cognitive Load Theory. These theoretical perspectives help explain short-form video as a multisensory, cognitively engaging, and persuasive format that operates within algorithm-driven digital environments. The study adopts a controlled experimental design, with data collected from 548 respondents aged between 18 and 35 years across three metropolitan cities in India. Participants were exposed to branded short-form video stimuli, after which both unaided and aided recall were measured. Statistical analysis reveals that exposure to short-form video significantly enhances brand recall outcomes (p &lt; .001), indicating that short-form videos function as a highly effective branding tool. The findings further indicate that Instagram Reels demonstrate greater effectiveness than YouTube Shorts in terms of brand recall. This difference can be attributed to higher engagement intensity and stronger perceived social interactivity on the Instagram platform. Regression analysis also reveals that emotional storytelling and the first three seconds of a video play a crucial role in attracting audience attention and improving recall performance. These elements operate within algorithm-based feeds that amplify engaging content and increase repeated exposure. By integrating platform-specific video characteristics with audience behavior and cognitive theories, this research provides a deeper understanding of short-form video advertising within algorithm-driven media ecosystems. The study highlights the strategic importance of short-form video as a powerful tool for digital brand communication in an increasingly competitive media environment.

Background: Social media is most commonly used tool to share information these days. So, it is an effective way to approach the target population using social media hence it is becoming popular for promoting social media marketing. Visual content like videos is an effective way for delivering messages. So the researchers are aimed at finding the efficiency of the using visual content (videos) for social media marketing.&#x0D; Methods: Standard questionnaire was designed, and a cross-sectional survey was conducted. 700 individuals were enrolled 456 males and 244 females. Data regarding study was obtained and then analyzed using SPSS.&#x0D; Results: Current studies showed that most of the sample population prefer to watch a video. They provide the reasons such as it provides a clear message and removes confusions. It is time saving and fascinating for the viewers. Instagram and Facebook are more frequently used than any other medium.&#x0D; Conclusion: From this study we may conclude that using videos for social media (Facebook and Instagram) marketing can attract people to watch more sports. One reason is that the Facebook and Instagram are easy to assess and very common in use these days. Moreover, video is easier to deliver the concepts clearly removing the confusions, and the main reason is that it saves the time of people and can effectively deliver the message than any other tool.

The proliferation of social media has driven significant changes in digital marketing strategies, particularly through the utilization of short-form videos on platforms such as TikTok, Instagram Reels, and YouTube Shorts. Short-form videos are considered more effective in capturing the attention of modern audiences who prioritize speed of consumption and emotional engagement. This research aims to analyze how the use of short-form videos can increase brand engagement and visibility, as well as identify the key success factors of content on the three platforms. The research approach used is descriptive qualitative, with data collection techniques in the form of in-depth interviews with brand social media managers and observation of content performance on each platform. The results showed that content based on emotional storytelling, interactive elements, and the use of trending audio consistently increased engagement rates and brand visibility. TikTok showed the highest engagement rate, while Instagram Reels excelled in increasing visibility, and YouTube Shorts were effective in converting new followers. The success of the content is greatly influenced by understanding the characteristics of each platform's algorithm, authenticity of the narrative, and adapting to dynamic social trends. This study concludes that short-form content creation strategies need to integrate emotional, entertainment, informational, and algorithmic adaptation aspects to achieve maximum effectiveness. The practical implication of this research is the need for a cross-platform content approach that is adaptive and responsive to changes in digital audience behavior.

To date, the use of applications for the generation of illustrative material with the help of artificial intelligence (AI) is one of the most progressive for creating content in the field of visual occupations (designers, architects, artists), for marketers, students and ordinary people. The main reason for using neural networks is to save time and create inspiring examples in any field of human activity. Currently, there are more than 20 independent programs that generate visual content, and many companies such as Adobe and Canva use neural network tools. The use of artificial intelligence is irreversible and requires practice and some experience in its work with the creation of visual content. The development and updating of the main programs in this direction, such as Midjourney and Leonardo, is constant and needs to be studied. The photo-realism and image detailing of the latest versions of Midjourney allows you to create visual content that can be used to generate new ideas and use it for creation quality visual content for advertising. The article compares the quality parameters of the visual content created on the basis of artificial intelligence by the Midjourney program using its different versions. The updates from the initial version to the latest V6.0 were phased in less than a year and a half. Certain deviations in the images are considered, which leads to the impossibility of their further use. Analyzed the parameters of writing explanations (promts), which will affect the final quality of the generated image, the possibility of writing complex promts with one and several images, as well as advanced promts. The possible use of neural networks that work with text for targeted writing of appropriate prompts for better automation of the generation process is considered. The article considers the possible use of the Midjourney program for various spheres of human activity that use various images, and also raises the question of the role of a person as the main creator and generator of creative ideas.

Vertical u horizontal? La interacción entre los formatos de orientación de los fotogramas y el contenido visual de los vídeos cortos turísticos Resumen Propósito Este estudio investiga cómo el formato de orientación del marco y el contenido visual de los vídeos cortos turísticos interactúan para influir en la intención de viaje de los turistas. Diseño/metodología/enfoque Se diseñaron y llevaron a cabo dos experimentos basados en escenarios a través de Credamo. Los investigadores reclutaron a 187 participantes para el Estudio 1 mediante un muestreo de conveniencia, y midieron el impacto de la orientación del fotograma de vídeo y el contenido visual en la intención de viajar realizando un análisis de covarianza de dos factores. El Estudio 2 volvió a probar el efecto de interacción utilizando 237 datos de muestra y realizó bootstrapping para examinar el efecto de mediación en serie de la fluidez de las imágenes y la inspiración para viajar. Conclusiones Los formatos de orientación de los fotogramas y el contenido visual influyen de forma interactiva en la intención de viajar del público del vídeo: Para los vídeos turísticos de corta duración centrados en un lugar, el formato de orientación horizontal puede ayudar a inspirar la intención de viajar del público; sin embargo, para los vídeos turísticos de corta duración centrados en una actividad, el formato de orientación vertical es más adecuado. La fluidez de las imágenes y la inspiración para viajar tienen efectos mediados en serie en las interacciones mencionadas. Implicaciones practices Los responsables de marketing de destinos pueden utilizar una combinación de formato vertical y contenido centrado en la actividad (o formato horizontal y contenido centrado en el sitio) para garantizar la eficacia de marketing de los vídeos cortos. Originalidad/valor Este estudio explora cómo la orientación del encuadre y el contenido visual interactúan para influir en la intención de viaje de los espectadores de vídeos. Los resultados cuestionan la interpretación tradicional de la selección de la orientación del encuadre en los vídeos cortos, proporcionan una ampliación significativa de la teoría del nivel de construcción y contribuyen a la investigación sobre los efectos visuales en los vídeos turísticos cortos.

Short videos on platforms such as TikTok, Instagram Reels, and YouTube Shorts (i.e. short-form videos) have become a primary source of information and entertainment. Many short-form videos are inaccessible to blind and low vision (BLV) viewers due to their rapid visual changes, on-screen text, and music or meme-audio overlays. In our formative study, 7 BLV viewers who regularly watched short-form videos reported frequently skipping such inaccessible content. We present ShortScribe, a system that provides hierarchical visual summaries of short-form videos at three levels of detail to support BLV viewers in selecting and understanding short-form videos. ShortScribe allows BLV users to navigate between video descriptions based on their level of interest. To evaluate ShortScribe, we assessed description accuracy and conducted a user study with 10 BLV participants comparing ShortScribe to a baseline interface. When using ShortScribe, participants reported higher comprehension and provided more accurate summaries of video content.

Concerns about the aging of the Chinese population (Y. Wang &amp; Su, 2024), and with the Chinese government's acknowledgment of the silver-haired economy's significant development, there is an urgent need for research into the social media engagement of the elderly. Short videos, representing a novel form of information dissemination and social engagement, offer the elderly a means to connect across time and space (Zhang &amp; Xiang, 2023). Short form video is dynamic and intuitive, making audio-visual information and public communication particularly accessible to older audiences. Notably, On 15th January 2024, the General Office of the State Council of China published the "Opinions on Developing the Silver Economy and Enhancing the Well-Being of the Elderly." This document marks the inaugural national policy directive specifically addressing the “Silver Economy” by the Chinese Government (Huang, 2024). The issuance of the Opinions policy underscores the critical role of the elderly demographic within the ambit of China's contemporary digital and cultural milieu, highlighting the government's commitment to integrating this segment of the population into the broader socio-economic framework. However, existing research, both domestically and internationally, has predominantly examined the participation of older adults in short video platforms from the user perspective, often overlooking the significant number of older individuals actively contributing as content creators within the short video culture. Consequently, this research addresses this gap and is dedicated to examining the involvement of Chinese elderly individuals in the realm of short-form video culture, specifically as content creators.

This article is part of a larger study of design as a cultural phenomenon. In this part of the study, the author examines the process that is currently taking place in the semiotic structure of design, associated with the active introduction of neural networks into the creation of visual content. Artificial intelligence products stylistically take the design away from the fourth-order simulacrum (from the flat design style) and return the design to using the third-order simulacrum as the main iconic form.The object of the research is the transformation of the semiotic design system. The subject of the study is a return to the third–order simulacrum in modern design. The purpose of the study is to show and try to explain how in modern design there is a return to the use of a third-order simulacrum. The research method is a semiotic analysis of modern design based on the methodology of R. Barth's semiotic analysis. The study is also based on J. Baudrillard's theory of semiosis in hyperreality and three orders of simulacra. The author sees the philosophical justification of the art of neural networks in the concept of flat ontologies. The study of the semiotic structure of design allows us to see that the logic of design development carries this phenomenon through successive stages of semiosis associated with a decrease in meaning and a diminution of being. In its development, the design consistently uses first index signs, a second-order simulacrum, then a third-order simulacrum as the main sign form. Nowadays, the main iconic form in design has become a fourth-order simulacrum. Next, design had to either end as a profession and phenomenon, or move into a new cultural paradigm that was not related to simulation. However, unexpected transformations have begun to occur in design, due to the active involvement of non–human agents - neural networks – in the creation of visual content. Neural network products are a typical example of a third-order simulacrum. Thanks to the use of neural networks, modern design finally acquires the vector of transhumanism and closes in simulation.

PurposeThis study explores the strategies employed and challenges faced by various stakeholder groups in Cyprus as they engage in rural place branding through social media.Design/methodology/approachQualitative research is used through 14 semi-structured interviews to understand the perspectives of local community representatives, government entities and small business owners and entrepreneurs in rural areas.FindingsThe research underscores the crucial importance of social media in strengthening rural place branding. Using strategies such as storytelling, visual content creation and short-form videos, create the identity and visibility of rural areas. Moreover, rural place branding by various stakeholder groups necessitates digital skills upskilling and reskilling and precise online content dissemination and segmentation to address the varied needs of potential visitors.Research limitations/implicationsThe relative homogeneity of professionals in the sample as well as their background and education, could generate agreement in some areas among respondents, leading to possible limitations in generalisations from the findings of this study.Originality/valueThe study was conducted in an island state where social media usage for rural place branding is at a relatively early stage.

General Background: In the digital era, social media has become a key medium for communication and institutional promotion. Specific Background: Educational institutions increasingly utilize these platforms to build and manage their public image. Knowledge Gap: However, there is limited comprehensive synthesis of effective branding strategies specifically tailored to the educational context through social media. Aims: This study aims to explore and analyze branding strategies via social media to construct institutional image, with a focus on educational settings. Results: Using a qualitative approach and literature study method, the research reviews 19 national and international peer-reviewed articles on educational branding through social media. The analysis identifies key strategies including consistent visual identity, interactive content, storytelling, and community engagement. These elements contribute to improved public perception, stronger institutional identity, and increased stakeholder trust. Novelty: The study offers a synthesized, literature-based framework of digital branding practices applicable to schools, bridging theoretical insights with practical application. Implications: The findings provide actionable guidance for educational institutions, particularly in optimizing social media as a branding tool to enhance image, attract students, and remain competitive in an increasingly digital educational landscape. Highlights: Social media shapes school identity and public perception. Key strategies include visual consistency, storytelling, and interaction. Literature synthesis offers practical guidance for digital branding. Keywords: Social Media Branding, Educational Institutions, School Image, Digital Identity, Community Engagement

This study examined the significant power of images and videos in visual storytelling and content marketing using Airtel Ovajara as a paradigm. In today’s digitally saturated landscape, the inability of content marketers to capture attention, convey complex ideas, and build brand authenticity using good images and videos has left some businesses in constant battle for audience/customer acceptability. Employing the Consumer behaviour theory which provided insights into the psychological processes that influence consumer responses to images and videos in visual storytelling, the paper explored the strategic ways in which Airtel Ovajara used images and videos to craft compelling narratives that not only showcased the brand but also fostered genuine connections with customers. The study adopted the mixed research methodology of content analysis and Key Persons Interviews (KPI) to understand the common themes, strategies and elements that position Airtel Ovajara’s visual storytelling as a successful marketing strategy. The use of images and videos as part of this strategy has revolutionised how brands engage with consumers, offering a dynamic way to communicate messages and evoke emotions. The study recommended a valuable insight into the strategic use of visual content to build stronger connections with audiences, demonstrating that effective visual communication was key to contemporary marketing.

This study examines the relationship between social media advertisement and customer interest in the context of luxury brands. Further, this study investigates the effective ways to utilize visual types (pictorial advertisement and video advertisement) and contents types (website link and hash-tag) in social media advertising by proposing a time-series model to estimate the long-term effect of social media advertising on social search. We find that the pictorial advertisements are more effective than video advertisements, which provides a different result from previous existing research. In addition, advertisements using hashtags are more effective than web links due to efficiency of the search feature. Finally, since the number of brand fans also have a positive effect on advertising interest, it is essential to utilize social media advertising for the enhancement of customers’ interests. Confirming that the effectiveness of social media advertising varies depending on how the visual contents and text are presented, this research can help marketing managers to assess predicted outcomes of using various methods of social media advertising.