Social Media Capabilities Research Articles

Leveraging capabilities of social media marketing for business success

Social media platforms viewed as an integrated resources in marketing capabilities, yet there is a significant shortage and fragmentation of research articulating the dimensions of social media marketing (SMM) capabilities and their influence on brand and firm performance. The aim of this study in to investigate the influence SMM capabilities on brand equity and firm performance. Using a survey method, we gathered data from 326 firm presented at four separate exhibitions in Algeria. The structural equation modeling results shows that SMM capabilities have a positive effect on brand equity and firm performance. Furthermore, the findings shown that brand equity effect firm performance and plays a complementary role between SMM capabilities and firm performance. However, SMM capabilities have been found to have no influence on brand equity furthermore, there is no moderating effect for firm size on any of the investigated relations. The findings significantly contribute the understanding of the SMM as strategic resources and dynamic capabilities, guiding community managers, content creators, and digital analysis to optimize social media platforms abilities for communication.

Leveraging social media capabilities and digital fluency to foster employee green innovation behavior: from a social cognitive theory perspective

Leveraging social media capabilities and digital fluency to foster employee green innovation behavior: from a social cognitive theory perspective

ENHANCING SECURITY IN NIGERIA: THE IMPLICATIONS OF SOCIAL MEDIA-BASED CRIME REPORTING

With the widespread use of social media platforms, individuals have increasingly turned to these platforms to report crimes, creating an evolving landscape for law enforcement and security agencies. Social media-based crime reporting has emerged as a transformative approach to public safety, offering real-time updates, accessibility, and community engagement. This study examines how social media platforms like Facebook and Twitter promote community mobilization and real-time information sharing by applying Information Diffusion Theory (IDT) and Social Network Theory (SNT). Notable examples, such as the Aluu Four lynching, End-SARS movement, Chibok kidnapping and the 2023 presidential elections amongst other events, demonstrate how social media plays a crucial role in increasing public knowledge, coordinating group efforts, and impacting legislative reforms. However, this innovative method of reporting also brings forth several security implications that demand careful consideration. By examining the advantages and challenges of social media for crime reporting, this study aims to provide insights into how such practices can enhance security measures while mitigating potential risks. This study, therefore, explores these security concerns and strategies for enhancing the security implications of social media-based crime reporting. It discusses the potential risks of misinformation, privacy issues, tipping off perpetrators, and the inadvertent exposure of victims and witnesses. The results emphasize the importance of adopting a well-rounded strategy to utilize the capabilities of social media for reporting crimes, while also acknowledging the difficulties it presents. The study highlights the need for collaboration between law enforcement agencies, policymakers, social media platforms, and the public to develop a robust legal framework, promote responsible reporting practices, and protect evidence integrity. The study therefore recommends the use of sophisticated verification technology, the establishment of responsible reporting criteria, collaboration with social media platforms, and the implementation of strong privacy protection measures.

Entrepreneurial Orientation and MSME’s Tourism Performance: The Mediating Role of Social Media Capability

Entrepreneurial Orientation and MSME’s Tourism Performance: The Mediating Role of Social Media Capability

Entertainment social media based on deep learning and interactive experience application in English e-learning teaching system

With the rapid development of the Internet, e-learning is becoming more and more popular as a convenient and flexible way of learning. This study aims to explore the application of entertainment social media based on deep learning and interactive experience in English e-learning teaching system to improve students’ learning effect and motivation. The interface design of e-learning system incorporates gamification elements, and deep learning algorithms are used to analyze students’ learning habits and progress. The system can provide personalized learning paths and recommended content for each student to ensure that learning resources match students’ needs and abilities. A variety of interactive learning activities are built into the system to encourage students to actively participate in and practice their English speaking and listening skills. With integrated social media capabilities, students can create profiles on the learning platform, join interest groups, communicate with peers and study collaboratively. Through the data analysis of experiments and questionnaires, we found that entertainment social media based on deep learning and interactive experience can effectively improve students’ learning interest and motivation in the English e-learning teaching system. Students showed higher engagement and motivation when using the system and achieved better learning outcomes.

Evaluating social media in architecture, engineering, construction and operation industry: a Nigerian perspective on applications and benefits

PurposeIn several developing contexts, the delivery of Architecture, Engineering Construction and Operation (AECO) projects continually grapples with issues such as fragmented communication, a lack of transparency, safety and risk management concerns. These problems result from the use of traditional construction practices and insufficient technology integration. Therefore, there is a pressing need to enhance communication, transparency and collaboration within construction projects in these countries through the improved utilization of innovative tools. Consequently, this study empirically assesses both the application areas and the benefits associated with the adoption of social media within the Nigerian construction industry.Design/methodology/approachThis study employed a quantitative research approach that utilized a structured questionnaire to collect responses from construction professionals. The respondents were selected using a combination of purposive and snowball sampling techniques, resulting in a 75% response rate. Data analysis included mean score value (MSV), standard deviations and normality testing (Shapiro-Wilk) to assess data characteristics. The Kruskal-Wallis H-test was used for further analysis due to the ordinal nature of the data.FindingsThe findings of this study indicate that social media can be effectively used in project management, communication, safety management, as well as marketing and branding of AECO projects. The most significant benefits of using social media in construction activities include building trust and credibility, enhancing crisis communication and improving project collaboration.Originality/valueThis study introduces a fresh perspective by showcasing the transformative potential of social media, traditionally viewed as a communication tool, in addressing complex issues in construction project delivery. Consequently, the findings of this study can offer a paradigm shift in the way construction professionals, policymakers and industry stakeholders perceive and harness the capabilities of social media.

Social Media in times of change: a three-period analysis of sentiment and engagement on the romanian ministry of education's online presence

Introduction: This research investigates the role of social media in institutional communication, with a focus on its effectiveness in engaging stakeholders within the educational sector. It analyzes the impact of digital transformation on public institutions, focusing on how governments' strategic communication during the COVID-19 pandemic, the adoption of digital platforms, and Facebook's role in Romanian public administration demonstrate social media's capabilities. It highlights the effectiveness of social media in spreading information, engaging public sentiment, and enhancing communication strategies during crises. Additionally, it addresses the challenges of combating misinformation and underscores the importance of developing tailored communication strategies. Methodology: The study investigates the engagement of the Romanian Ministry of Education on social media, especially Facebook, during the pre-pandemic, pandemic, and post-pandemic periods. It aims to discern shifts in communication strategies and public engagement by analyzing posting frequency, engagement rates, sentiment analysis, and reaction types, employing tools like Fanpagekarma and RStudio for data collection and analysis. Results: The analysis indicates an uptick in post frequency by the Ministry of Education during the pandemic, with sentiment analysis revealing a consistently positive tone. This suggests a strategic shift towards more optimistic messaging. Engagement rates showed considerable variation pre-pandemic but stabilized during and after the pandemic, indicating effective content resonance with the audience. Conclusions: The study underscores the significant role of social media in crisis communication, evidenced by increased engagement and strategic positive messaging. It recommends institutions continue utilizing social media for flexible communication strategies, suggesting that a balance of optimistic messaging with transparent discussions about challenges can boost public trust and engagement, aiding in the development of a well-informed and resilient society.

How CEOs can Increase Public Engagement via Microblogs: The Role of CEO Gender and Content Orientation

AbstractIn the social media era, Chief Executive Officers (CEOs) are increasingly using microblogging sites to communicate with the public. Drawing on schema‐congruity theory and gender egalitarianism, we investigate how CEO gender and work–life content orientation interact to influence public engagement with CEOs on microblogs. Using China as our research setting, we conduct a content analysis of data collected from 63 high‐profile CEOs’ microblogs and four laboratory studies with some 2000 respondents. Our results show that for female CEOs, work‐related content leads to greater engagement than life‐related content; for male CEOs, the effect is reversed. We find that such outcomes are driven by the incongruity between stereotypical gender roles and content orientation, which enhances perceived novelty and audience interest, thus leading to greater engagement. This effect diminishes when the audience has a very high or very low perception of gender equality in their society; or when the audience supports male privilege values personally. Our research provides new theoretical insights for online leadership communication, public engagement and gender research. It also offers useful managerial guidance for executives to effectively leverage the capabilities of social media in engaging with the public.

Marketing Capabilities, Strategy, and Performance in International Small- and Medium-Sized Enterprises

When expanding abroad, small- and medium-sized enterprises (SMEs) experience various constraints, especially the liabilities of small size and foreignness. In this study, the authors examine postures, capabilities, and strategies related to international brand marketing that help SMEs overcome such challenges, establish a brand presence, and attain superior performance in foreign markets. Framing the investigation in the internationalization and capabilities perspectives, the authors employ multimethod approaches in a two-phase study among internationalizing SMEs based in Taiwan. In the first phase, they undertake an extensive literature review and then conduct case studies to formulate a conceptual model. In the second phase, the authors validate the model and associated hypotheses using survey data from a large sample of SMEs that target their products to markets worldwide. Results point to critical roles for these key constructs—international entrepreneurial orientation, international social media capability, and international market knowledge capability—as key antecedents to international branding capability and international brand strategy, in SMEs’ international performance. The authors discuss the theoretical and managerial implications of these findings, highlighting the role of the critical constructs identified previously in driving superior international performance in resource-constrained SMEs.

How Librarian’s Social Media Capabilities Influence their Agility in Developing the Services

This study developed a tool to measure social media capability's impact on librarians' agility in 20 Malaysian academic libraries. A 26-item survey gathered data from 200 librarians. Results, analyzed with SPSS and Smart-PLS, indicated strong internal reliability (Cronbach's alpha 0.787-0.945). While one hypothesis was unsupported, three others were confirmed, highlighting the significant role of social media capability in enhancing librarians' agility. The research suggests the potential for future studies in this area.

СОВРЕМЕННЫЕ ГЛОБАЛЬНЫЕ ТРАНСФОРМАЦИИ ОБЩЕСТВЕННОПОЛИТИЧЕСКОГО ПРОСТРАНСТВА ПОД ВЛИЯНИЕМ ЦИФРОВЫХ ИНФОРМАЦИОННО-КОММУНИКАЦИОННЫХ ТЕХНОЛОГИЙ

This article is devoted to the newest challenges posed to society by the rapid development of digital communication technologies, especially global social media. The relevance of the topic lies in the fact that social media are constantly strengthening their monopoly as channels of information dissemination and communication platforms. At the same time, the commercial nature of social networks and the focus of IT giants on maximizing profits leads to unforeseen consequences that essentially transform socio-political life around the world. The text examines the main problems associated with the specifics of the functioning of social media and significantly influencing the socio-political sphere starting with the so-called “human factors”, such as the deliberate use of the capabilities of social media by certain interest groups and the psychological characteristics of human behavior that influence formatting of the online space, and ending with the built-in mechanisms of social media, such as recommendation algorithms and the collection and analysis of gigantic volumes of personal data for commercial use, which is increasingly turning into use for political purposes.

The role of smartphone-based social media capabilities in building social capital, trust, and credibility to engage consumers in eWOM: a social presence theory perspective

The role of smartphone-based social media capabilities in building social capital, trust, and credibility to engage consumers in eWOM: a social presence theory perspective

The role of smartphone-based social media capabilities in building social capital, trust, and credibility to engage consumers in eWOM: a social presence theory perspective

The role of smartphone-based social media capabilities in building social capital, trust, and credibility to engage consumers in eWOM: a social presence theory perspective

Environmental Regulations-Enabled External Knowledge Acquisition and Proactive Environmental Strategy: The Moderating Effect of Social Media Capability

Environmental Regulations-Enabled External Knowledge Acquisition and Proactive Environmental Strategy: The Moderating Effect of Social Media Capability

Modelling the mediation role of digital learning platforms on social media capability and students’ academic performance

Modelling the mediation role of digital learning platforms on social media capability and students’ academic performance

Impact of social media technologies on new product development performance: theory and empirical evidence

ABSTRACT In current unpredictable environments, it is essential to understand customers’ needs as quickly as possible. Social media platforms are important sources of knowledge and developing a social media capability is critical in quickly sensing customers’ requirements. Social media capability can enable firms to co-create internal knowledge between employees, functional departments, and business units and external knowledge with customers. Despite the potential of social media for innovation, prior research has not studied the internal processes that should be developed to manage and leverage the information obtained through social media. Drawing upon the IT-enabled organisational capabilities perspective and the social media affordances theory, this study proposes a research model on the impact of social media capability, social knowledge co-creation, and NPD dynamic capabilities on NPD performance. The research model was tested on a sample of large European firms using survey and secondary data. Results show that social media capability enhances NPD performance by enabling firms to co-create knowledge and developing NPD dynamic capabilities. This study contributes by: (1) operationalising and measuring social media capability and social knowledge co-creation; and (2) demonstrating how social media capability improves NPD performance by co-creating knowledge and developing NPD dynamic capabilities to develop new products.

Pemanfaatan Media Sosial Instagram Dinas Komunikasi dan Informatika Pemerintahan Kota Padangsidimpuan dalam Publikasi Informasi

Today's technological developments greatly influence the growth of media, both conventional media and digital media such as social media. Social media now functions as a necessity that cannot be separated from the public. One of the most widely used social media is Instagram. How to use it and Instagram's interesting features make Instagram the most popular social media among the public. Users vary from young people, public figures, to government agencies. Government agencies utilize the capabilities of social media, especially Instagram, as a medium for disseminating public information, one of which is the Padangsidimpuan City Government Communication and Information Agency. Instagram was chosen to be one of the social media that is actively used by the Padangsidimpuan City Government Communications and Information Service. With the account name (@kominfopsp). Instagram is used in the use of Instagram social media as a medium of communication and information. The method used to conduct this research is descriptive qualitative, this method is used because the utilization used cannot be calculated or quantified or calculated based on data but requires further interviews and observations. The results of this research are that the Padangsidimpuan City Government Communication and Informatics Service Agency is considered quite successful in its use as a public communication and information medium, although along the way it requires criticism and suggestions from the public in order to build a better Padangsidimpuan City Government Communication and Informatics Service.
 Keywords: Instagram Social Media, Communication and Informatics Service, Information Publication

Becoming a mother: A role learning perspective on the use of online community resources to facilitate a life-role transition

Transitioning into motherhood can be stressful and resource-intensive, filled with numerous concerns and uncertainties during pregnancy, such as biological changes and unforeseen outcomes. Expectant mothers, those lacking prior motherhood experience, frequently seek solace within online communities, utilizing them as sources of social support to navigate the complexities of the first-time motherhood experience and to facilitate the exploration of their life-role transition. Drawing on role theory, conservation of resources theory, social support research, and socialization literature, this study explores how online communities can provide social resources for expectant mothers to facilitate their role learning, and examines the antecedents and outcomes of role learning. Based on a two-wave survey of 185 expectant mothers (pregnant with their first child), the results show that online community resources (i.e., informational support, emotional support, and social companionship) positively impact role learning (conceptualized as a higher-order factor, including role meaning, role competence, and role internalization), and role learning significantly enhances their subjective well-being. Moreover, role learning fully mediates the links between each type of social support and subjective well-being. A better understanding of the social support mechanisms involved in role learning may empower healthcare providers to leverage the capabilities of social media, thereby offering effective guidance to pregnant women confronting uncertainties in their transition to new life-roles.

Role of Influencers in Online Shopping

This article explores the multifaceted role of influencers in the digital age, focusing on their impact on marketing, consumer behaviour, and content creation. The swift progress in internet technology has resulted in the rise of social media as a dynamic platform for communication, content creation, and marketing. The extensive reach and interactive capabilities of social media make it a great asset for businesses, especially in the field of marketing communication techniques. Influencers, utilizing their prominence, trustworthiness, appeal, and authority, have become crucial in shaping customer behavior and buying choices. Their services include offering suggestions for products, building trust and credibility, increasing brand recognition, demonstrating social proof, and producing captivating content. Influencers enhance consumer engagement and cultivate loyalty by incorporating items into genuine and engaging stories. They have a role that goes beyond simply endorsing to actively influencing e-commerce trends and consumer behavior in the digital era. Therefore, it is crucial for businesses to acknowledge and utilize the power of influencers in order to establish significant relationships with consumers and traverse the ever-changing realm of online commerce.

Social Media Capabilities In Academic Libraries: Influence on librarians’ agility and relationship quality (librarian-user)

This study explores the impact of social media on academic libraries, focusing on librarians’ agility and relationship quality. It collected quantitative data from 30 librarians at Tun Abdul Razak Library using an online survey. The study’s objectives included measuring social media capability, assessing its influence on librarian’s agility and relationship quality, and examining how library policies moderate the relationship librarians’ agility and relationship quality with users. The findings indicate that respondents had a high level of social media capability, which positively influenced both librarians’ agility and relationship quality with users.