Dynamics Of Social Media Research Articles

Social media as a primary source of information: Exploring its role in disseminating the current situation in Palestine

The proliferation of social media has changed the global information paradigm, enabling immediate and direct access to breaking news. This research examines the role of social media as a primary source of information, focusing on the context of the conflict in Palestine. Through a qualitative desk research approach, it explores how social media contributes to disseminating current events in Palestine. The analysis involved a review of literature related to social media development, conflict information dynamics, and its impact on public opinion. The results show that social media has become an essential tool in accelerating and expanding the reach of information about the situation in Palestine. Individual actions, such as sharing news or personal views, can trigger significant public responses and shape narratives that influence global perceptions. Moreover, the active engagement of social media users in relaying actual information plays a key role in shaping opinions and attitudes toward the conflict. This research provides insight into the complex dynamics of social media as a key source of information, illustrating how information is disseminated and understood in the context of the Palestinian conflict. The implications of this research can contribute to further understanding social media's role in shaping public opinion and influencing the global narrative on sensitive issues such as the Palestinian conflict.

Investigating Social Media Dissemination and Word-of-Mouth Effects: A Study on the Starbucks and Spotify Brand Collaboration

This paper investigates the dynamic interplay between social media dissemination and word-of-mouth effects in the context of the Starbucks and Spotify brand collaboration spanning the years 2015 to 2022. Recognizing the significance of collaborative marketing in the digital age, our study explores the cultural impact and consumer behavior dynamics underlying successful brand partnerships. Through an in-depth analysis of the Starbucks and Spotify collaboration, we uncover the evolution of the partnership, key milestones, and the strategies employed by both brands. Furthermore, our research scrutinizes the collaboration’s reach on various social media channels and assesses its impact on user-generated content virality. Delving into the qualitative realm, we explore how the collaboration influences consumer conversations, perceptions, and brand loyalty over time. The study culminates in a discussion and conclusion that interprets the findings in the context of existing literature, highlights implications for theory and practice, reflects on the collaboration’s adaptation to changes in social media dynamics, acknowledges study limitations, and outlines potential avenues for future research.

Mapping Europeanization in the Greek online public sphere: Assessing the Europeanizing dynamics of social media

For more than a decade, following the peak of the debt crisis, Greece has been facing multiple challenges. Amongthem, a pandemic (COVID-19) that brought the global and thus the Greek economy to a halt, an energy crisis that threatens to flatten entire social classes, a refugee crisis, and wider regional instability. All of these concurrent problems reflect crucial socio-economic transformations compounding the country’s unsustainable debt. Despite these adverse factors, in the present research the anti-European sentiments have almost entirely disappeared from the online public sphere. To examine the presence of Europe in the Greek online public discourse, a quantitative content analysis was conducted. The sample was based on 700 posts published on Facebook, Twitter and YouTube coming from mainstream media organisations’ accounts, individual users’ accounts, and public pages. According to the research findings, social media platforms function, to some extent, as alternative agenda setters, fostering the dissemination of topics, or the expression of viewpoints that are circumvented by the media organisations’ posts. Moreover, the online discussion regarding EU prospects and the European institutions’ policies are largely descriptive, devoid of any critical reflection or conflict. Therefore, Greece’s position in the EU looks like a one-dimensional issue, a feature that can be attributed to the fact that, in the Greek online public sphere, alternative voices and sources have a limited presence within the most viewed content of social media platforms.

Social Media and Radicalization: The Latest Threat to Religious Moderation

This research explores the impact of social media on radicalization and its implications for religious moderation. The research background reflects a shift in communication paradigms in the digital society, increasing vulnerability to radical ideologies. The research aims to analyze how social media serves as a primary channel for the dissemination of radical ideologies and identify moderation strategies that can be applied. The research methodology involves a critical analysis of scholarly literature discussing the role of social media in the radicalization process. Data collection techniques include searching and reviewing relevant articles, books, and scholarly papers. Data analysis is conducted through a thematic approach to identify patterns, trends, and conceptual relationships. The research findings highlight the complexity of radicalization challenges in the era of social media, emphasizing the importance of a profound understanding of online dynamics to design effective moderation responses. The research conclusion underscores the need for cross-sector collaboration and joint efforts to address this radicalization threat. The implications of this research include the necessity for proactive public policies to monitor and regulate online content and promote critical digital literacy. Overall, this research provides valuable insights for developing adaptive and responsive religious moderation strategies in the current dynamics of social media.

The Impact of Social Media Use on Mental Health and Family Functioning Within Web-Based Communities in Saudi Arabia: Ethnographic Correlational Study.

In recent years, increasing numbers of parents, activists, and decision-makers have raised concerns about the potential adverse effects of social media use on both mental health and family functioning. Although some studies have indicated associations between social media use and negative mental health outcomes, others have found no evidence of mental health harm. This correlation study investigated the interplay between social media use, mental health, and family functioning. Analyzing data from 314 users, this study explores diverse mental health outcomes. The study places particular emphasis on the Saudi Arabian sample, providing valuable insights into the cultural context and shedding light on the specific dynamics of social media's impact on mental well-being and family dynamics in this demographic context. We collected data through a subsection of an anonymous web-based survey titled "The Effect of COVID-19 on Social Media Usage, Mental Health, and Family Functioning." The survey was distributed through diverse web-based platforms in Saudi Arabia, emphasizing the Saudi sample. The participants indicated their social media accounts and estimated their daily use. Mental health was assessed using the General Health Questionnaire and family functioning was evaluated using the Family Assessment Device Questionnaire. In addition, 6 mental health conditions (anxiety, self-esteem, depression, body dysmorphia, social media addiction, and eating disorders) were self-reported by participants. The study demonstrates a pattern of frequent social media use, with a significant portion dedicating 3-5 hours daily for web-based activities, and most of the sample accessed platforms multiple times a day. Despite concerns about social media addiction and perceived unhealthiness, participants cited staying connected with friends and family as their primary motivation for social media use. WhatsApp was perceived as the most positively impactful, whereas TikTok was considered the most negative for our Saudi sample. YouTube, Instagram, and Snapchat users reported poorer mental health compared with nonusers of these platforms. Mental health effects encompassed anxiety and addiction, with age and gender emerging as significant factors. Associations between social media use and family functioning were evident, with higher social media quartiles correlating with a greater likelihood of mental health and unhealthy family functioning. Logistic regression identified age and gender as factors linked to affected mental health, particularly noting that female participants aged 25-34 years were found to be more susceptible to affected mental health. In addition, multivariable analysis identified age and social media use quartiles as factors associated with poor family functioning. This study examined how social media affects mental health and family functioning in Saudi Arabia. These findings underscore the need for culturally tailored interventions to address these challenges, considering diverse demographic needs. Recognizing these nuances can guide the development of interventions to promote digital well-being, acknowledging the importance of familial connections in Saudi society.

Public Reception of Dr Tirta Opinion About Vaccination on Instagram

This qualitative study investigates the public acceptance of Doctor Tirta's opinions on vaccination, disseminated through his personal Instagram account, amidst a backdrop of increasing social media users, reaching 88 million on Instagram in May 2021. Employing in-depth interviews, the research explores how individuals' experiences, backgrounds, and interests influence their reception of the doctor's vaccination discourse. The results categorize informants into three hegemonic groups: dominant, negotiated, and opposition. This study contributes valuable insights into the nuanced dynamics shaping public perceptions of vaccine-related information on social media, with potential implications for public health communication strategies. Highlights : Social Media Dynamics: This study delves into the intricacies of public reception of vaccination-related content on Instagram, acknowledging the platform's role in shaping opinions. Individual Factors: Examining how personal experiences, backgrounds, and interests influence the way individuals interpret and accept information about vaccinations shared by Doctor Tirta on his personal Instagram. Hegemonic Categories: The research categorizes informants into dominant, negotiated, and opposition groups, providing a nuanced understanding of the diverse public responses to vaccination discourse on social media. Keywords: Instagram, Vaccination, Public Perception, Social Media Influence, Qualitative Study

Backpackers' Perception on Instagram Explore Indonesia Account

The rapid development of Instagram in Indonesia has catalyzed the swift emergence of creative industries, with consumers increasingly leveraging the platform for innovative purposes. This study employs the uses and gratification analysis method to dissect backpackers' perceptions of the Explore Indonesia Instagram account, focusing on its role as a reference for tourist destinations. Numerous travel accounts, including @exploreindonesia, @exploresidoarjo, @explorejogja, @yoikimalang, and @indoBackpackers, have flourished on the platform. The research reveals that @exploreindonesia has become a primary source of information and reference for backpackers, influencing their travel choices. This study aims to contribute valuable insights into the evolving dynamics of social media's impact on travel behavior, with implications for both researchers and industry professionals. Highlights : Instagram's Role: Examining the influential role of Instagram in shaping backpackers' perceptions and choices in the context of Indonesian tourism. Explore Indonesia Account: Investigating the @exploreindonesia Instagram account as a prominent reference and information source for backpackers seeking travel destinations. Uses and Gratification Analysis: Applying a methodological approach to understand how followers utilize Instagram as a reference for tourist destinations, emphasizing user autonomy and influence in the process. Keywords: Instagram, Backpackers, Explore Indonesia, Tourism, Uses and Gratification Analysis

Exploring the Proliferation: A Study on the Growing Use of Social Media Networks among Teenagers in India

This research aims to conduct a comprehensive study on the escalating prevalence of social media usage among teenagers in India. Recognizing the transformative impact of social media on communication, socialization, and lifestyle choices, this study employs a mixed-methods approach to delve into the motives, patterns, and consequences of social media engagement among the adolescent demographic. The study incorporates qualitative research methods, including interviews, focus group discussions, and content analysis, to capture nuanced insights into teenagers' motivations for using social media and their experiences in the digital realm. Concurrently, quantitative surveys will be utilized to identify trends, usage patterns, and statistical correlations related to social media consumption among teenagers. The research explores various facets of social media engagement, including the types of platforms preferred, the content consumed and shared, the impact on social relationships, and the potential consequences on mental health and well-being. It also investigates the role of digital literacy and parental guidance in shaping teenagers' interactions with social media. The findings from this research are expected to provide valuable insights for parents, educators, policymakers, and social media platforms. By understanding the dynamics of social media use among teenagers, stakeholders can develop informed strategies to promote responsible digital citizenship, address potential challenges, and ensure a positive online experience for this demographic. This study serves as a foundation for informed decision-making and future research within the realm of teenage social media engagement in the Indian context.

Data and Democracy: Social Media Analytics in Political Campaign Strategies

This research explores the intricate relationship between social media and politics, focusing on the impact of digital media on political communication and engagement. The examined literature encompasses diverse dimensions, including the logic of connective action in contentious politics, the role of social media during uprisings, and the evolving landscape of election campaigns with platforms like Twitter. Case studies scrutinize the use of social media analytics in campaigns, shedding light on predictive modelling, personalized messaging, and ethical challenges. The study delves into the intersection of technology and democracy, emphasizing the power dynamics in play. The analysis extends to the global context, exploring online practices and the influence of social media on various movements. As a comprehensive review, this research contributes to understanding the multifaceted dynamics of social media’s influence on political processes.

Building relationships on Instagram: Enhancing customer engagement and visit intentions in restaurant

The study examines how Instagram interactions impact customer response in the restaurant context using the Stimulus-Organism-Response (SOR) framework. It explores how interactions on Instagram influence customers' intention to visit a restaurant, online engagement (OEG), and customer involvement (CI). The study highlights the significance of Instagram as a platform for effective interaction and relationship-building with customers, emphasizing its role in the hospitality industry. The study focuses on restaurant pages on Instagram, utilizing structural equation modeling to analyze data from a sample of 242 Instagram users in Turkey who are restaurant customers. The findings reveal that social media (SM) interactions are positively and significantly related to OEG, CI, and visit intention (VI). Furthermore, the results suggest that OEG and CI mediate the relationship between social media interactions (SMI) and VI, supporting the hypotheses concerning the indirect relationships between these variables. This research contributes to understanding SM dynamics and provides insights for restaurant marketers to enhance customer engagement and drive business growth.

SOCIAL MEDIA LANDSCAPE IN THE REPUBLIC OF KAZAKHSTAN: NAVIGATING YOUTH BEHAVIOR AND ENSURING INFORMATION SECURITY

In today’s digitally interconnected world, social media has emerged as a prominent force shaping the behaviors, attitudes, and interactions of youth populations worldwide. This research endeavors to explore the intricate relationship between social media engagement and cybersecurity within the context of the Republic of Kazakhstan.The primary purpose of this scientific inquiry is to investigate the ways in which Kazakhstani youth engage with social media platforms and to assess the associated cybersecurity challenges and implica-tions. Through a multidimensional approach, the study aims to delineate the main directions and ideas underlying the intersection of youth behavior on social media and the imperative of information security.This research holds significant scientific and practical importance by shedding light on the evolving dynamics of social media usage among Kazakhstani youth and the corresponding cybersecurity risks. By identifying key patterns, vulnerabilities, and protective measures, this study seeks to inform policymak-ers, educators, and stakeholders about the urgent need for comprehensive strategies to safeguard the digital well-being of young individuals.Employing a mixed-method research methodology comprising surveys, interviews, and data analy-sis, this study provides a comprehensive examination of social media dynamics and cybersecurity resil-ience among Kazakhstani youth. The main results and analysis reveal insights into the prevalent behav-iors, perceptions, and attitudes of youth towards social media, alongside an assessment of cybersecurity vulnerabilities and mitigation strategies.The research underscores the importance of proactive measures to enhance cybersecurity aware-ness, digital literacy, and regulatory frameworks to address the emerging challenges posed by social media usage among Kazakhstani youth. By contributing empirical evidence and actionable insights, this study enriches the relevant field of knowledge and informs policy interventions aimed at fostering a safer and more secure digital environment for youth in Kazakhstan and beyond.

Social Media and Sales Performance of Clothing Small Businesses in Nigeria

In Nigeria, small businesses are increasingly turning to social media as an approach for marketing and boosting their sales due largely to its wide reach and cost-effectiveness. The clothing industry is no exception, as small clothing businesses in Nigeria have begun to leverage social media to reach a wider audience and increase sales performance. Apparently, despite the huge potential of social media platforms available to prospective small businesses in Nigeria, existing and prospective small business owners still struggle to utilise these platforms to improve sales performance in the country. The paper examined the level of contributions of social media on small businesses' sales performance vis-a-vis customers purchasing behaviour. Also, it explored inherent challenges clothing businesses encountered on social media platforms for improved sales performance. The study was centred on descriptive research design through a qualitative approach, which relied on interviews. For the study, a purposive sampling technique was used to select 18 participants in the clothing business (shoes, fashion clothes, hairdressing and fashion accessories and hairdressing). By implication, social media usage has a multiplier effect on small businesses vis-à-vis the economic transformation of Nigeria if harnessed in line with the function framework. The study concluded that there is an apt need for small clothing businesses in Nigeria to grasp the trajectories and dynamics of social media and engage in effective and sustainable strategies to leverage social media for optimum benefit.

Multifaceted Impact of Social-Media: In the Context of Customers’ Fashion Products Buying Behaviour - A Comprehensive Review

Purpose: This study examines how social media affects the fashion business, paying particular attention to how it modifies customer choices, attitudes, and perceptions. It looks at user-generated content, influencers, and other aspects of social media dynamics. The ultimate objective is to influence marketing strategies and business practices in the fashion industry and contribute to a greater grasp of the current customer landscape. The study provides insights into the intricate interactions between social media and consumers' purchasing behaviour in the context of fashion items by synthesizing the body of current literature and empirical data. Design/Methodology/Approach: This study is mainly based on secondary data collected from various published works, including Statista reports on Accessories, Footwear, and E-Commerce in India facts and figures: 2023, Digital 2023 India, Wazier Analysis: 2022, ecommerceDB: 2023, ECDB: Fashion Market in India: 2023, and India Retail and Ecommerce Trends Report 2022. The information was also collected from reputed journal articles from different research websites like Google Scholar, ResearchGate, Web of Science, and Taylor & Francis. Findings: The different reports and published work show that social media is an important tool not only for communication but also for businesses. It also found that social media is an inspirational source as well as a place for making online purchases or shopping destinations, emphasizing the static nature of the customer journey. Originality/Value: This study examines consumer purchasing behaviour online and the body of literature to help manufacturers, business owners, and retailers comprehend how social media affects consumer purchasing behaviour and create winning marketing plans that boost revenue and profits. Paper type: Review of Literature

The Role of Social Media Marketing in Shaping Customer Perceptions of Modern Hospitality Brands in Ghana

Purpose: The main objective of this study was to investigate the role of social media marketing in shaping customer perceptions of modern hospitality brands.
 Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.
 Findings: The findings revealed that there exists a contextual and methodological gap relating to the role of social media marketing in shaping customer perceptions of modern hospitality brands. Preliminary empirical review revealed that in a rapidly evolving digital landscape, the study underscores the importance of adaptability and innovation within the realm of social media marketing for modern hospitality brands. By staying attuned to customer preferences and continuously refining their strategies, these brands can not only shape but also elevate customer perceptions, thereby gaining a competitive edge and fostering long-term success in the hospitality industry. As technology and consumer behavior continue to evolve, future research in this area will be essential to further understand the intricate dynamics of social media marketing's influence on customer perceptions and its implications for the modern hospitality sector
 Unique Contribution to Theory, Practice and Policy: The Social Identity theory, Information Processing theory and Two Step Flow theory may be used to anchor future studies on social media marketing in modern hospitality. The study recommended for a cohesive social media branding strategy, engaging actively and responsively with customers, leveraging user-generated content and social proof, investing in visual and interactive content, collaborating with social media influencers, monitoring and analyzing social media and adapting to emerging trends and platforms.

Byte-Sized Evolution: Navigating the Linguistic and Cultural Dynamics of Social Media

In the ethereal realm of social media, where the digital and the tangible collide, a linguistic and cultural metamorphosis unfolds, redefining the essence of human communication and societal dynamics. This abstract encapsulates the intricate ballet between language and culture in the vast expanse of online platforms, exploring the transformative power, paradoxes and challenges embedded in this digital world. At the linguistic crossroads, social media acts as both provocateur and preservationist. The brevity demanded by character limits births a new lexicon, where abbreviations and emojis transcend the informal to entwine with the formal. Linguistic evolution becomes a pulsating force, challenging traditional norms while offering a canvas for conciseness in an interconnected world. The influencer phenomenon adds an avant-garde layer, as online personas shape linguistic trends, creating digital subcultures that infiltrate mainstream discourse.Cultural narratives unfold through the alchemy of hashtags, becoming tools of expression and catalysts for societal change. The paradox of globalization surfaces, with social media as both a bridge and a potential bulldozer of linguistic diversity. The dominance of English and Western cultural influence raises concerns, but online communities emerge as bastions for the preservation and revitalization of endangered languages. Yet, the digital landscape is not without its pitfalls. Misinformation, like a shadow, looms large, challenging the integrity of language and the trust in societal narratives. The influencer’s power becomes a double-edged sword, fostering digital subcultures while also igniting ethical debates on cultural commodification and misinformation spread. As societal fault lines are exposed, the echo chamber effect emerges, testing social media’s potential to either unite disparate cultures or deepen existing divides. The journey through this digital linguistic and cultural landscape demands a nuanced approach—embracing innovation while safeguarding against oversimplification, misinformation and cultural appropriation.

Utilizing an Attention-Based LSTM Model for Detecting Sarcasm and Irony in Social Media

Sarcasm and irony represent intricate linguistic forms in social media communication, demanding nuanced comprehension of context and tone. In this study, we propose an advanced natural language processing methodology utilizing long short-term memory with an attention mechanism (LSTM-AM) to achieve an impressive accuracy of 99.86% in detecting and interpreting sarcasm and irony within social media text. Our approach involves innovating novel deep learning models adept at capturing subtle cues, contextual dependencies, and sentiment shifts inherent in sarcastic or ironic statements. Furthermore, we explore the potential of transfer learning from extensive language models and integrating multimodal information, such as emojis and images, to heighten the precision of sarcasm and irony detection. Rigorous evaluation against benchmark datasets and real-world social media content showcases the efficacy of our proposed models. The outcomes of this research hold paramount significance, offering a substantial advancement in comprehending intricate language nuances in digital communication. These findings carry profound implications for sentiment analysis, opinion mining, and an enhanced understanding of social media dynamics.

BUILDING POWER AND TRUST

This paper falls within a conjunction of translation studies, crisis communication, and social media communication. It sheds light on the critical role of translation in crisis management, with a focus on how the aforementioned elements of scrutiny converge and collaborate in the milieu of the outraging global pandemic. Likewise, the paper seeks to reveal the way translating information and information exchange enhances public trust. Therefore, it emphasizes how discourse can heavily contribute to building trust during a global health emergency and how translation can offer power to the source language/culture by relocating its emanating knowledge to the rest of the world. Likewise, the paper seeks to discuss the way translating information and information exchange enhances public trust. The present paper is a qualitative study that recovers data from selected translated discourses imparted by organizations as well as a questionnaire inquiring about the communicative content disseminated through social media networks during the COVID-19 pandemic. The article scrutinizes the data in terms of content, based on communication content analysis to shed light on how translation could be a powerful tool of relocating meaning production in establishing trust and the extent to which social media is effective as a crisis management mechanism. The further aim of this study is to demonstrate how internet communities and networking technologies can influence deep-rooted forms of communication adopted by governments and the way social media dynamics enhance or undermine the information-translation process at times of crisis. The preliminary data, contrary to what has been assumed, shows that non-expert reactions, attitudes, feelings, experiences, and trends are transmitted via social media and algorithmically analyzed, influencing the information cycle in real time. The networked-translation paradigm focuses less on a one-to-many communication style that uses language, context, and reasoning to persuade receivers and more on a many-to-many communication style that uses audiovisual means to mobilize crowds. (Van Dijck & Alinejad, 2020)

The Impact of Social Media Use on Entrepreneurial Opportunity: Evidence from Manipur, India

Objective: The present study aims to investigate the transformative influence of social media usage on entrepreneurial opportunity, recognition and exploitation in the unique context of Manipur, a northeastern state of India. This research aims to offer valuable insights into the dynamics of social media and entrepreneurship in a region which is characterized by its unique opportunities and challenges, ultimately contributing to a deeper understanding of the role of digital technology in fostering entrepreneurial growth.
 
 Theoretical Framework: This study is guided by seven hypotheses that lay the theoretical foundation, investigating the relationships among specific variables. The independent variable under study is the Social Media Usage (SMU) which is assumed to influence several aspects of entrepreneurial activity. Simultaneously, the study considers Prior Knowledge (PK), Entrepreneurial Alertness (EA) and Enhancing Social Networks (ESN) as intermediary variables, shaping the pathway from social media usage to entrepreneurial opportunity recognition and exploitation.
 
 Method: The authors surveyed 185 entrepreneurs in Manipur, India. Our study applied quantitative approaches to process data through PLS SEM.
 
 Results: The results of our study reveal that social media significantly enhances both entrepreneurial opportunity recognition and exploitation, as well as prior knowledge. However, Contrary to expectations, prior knowledge negatively influences entrepreneurial opportunity recognition and exploitation. Further, social media positively affects entrepreneurial alertness and has a significant impact on expanding social networks. However, the unexpected negative relationship between social networks and entrepreneurial opportunity recognition and exploitation was observed.
 
 Conclusion: In the context of Manipur, India, our study highlights social media’s pivotal role in boosting entrepreneurial opportunity recognition and exploitation, alongside positively affecting prior knowledge and alertness. However, the unexpected negative influence of prior knowledge and the surprising negative relationship between social networks and opportunities necessities further investigation.

Firms’ Response to Slacktivism: When and Why are E‐Petitions Effective?

AbstractE‐petitions have evoked an important debate about the potential for digital activism to pressure firms to change social policies and practices. One prevailing perspective is that slacktivism, a tendency of online supporters to provide only token support, undermines any possible impact. An alternative perspective is that social media dynamics underlying digital activism offer new pathways for social activists to pressure firms toward social change. To explore this debate, we combine insights from research on social movements, social media, and the logic of connective action to theorize the impact of social media mechanisms such as e‐petition connectivity and velocity. With a hand‐coded database of 1587 e‐petitions targeting Fortune 500 firms from 2012 to 2017 through the platform Change.org, we empirically evaluate whether these e‐petitions matter. Our empirical results strongly suggest that e‐petitions do matter, and we explain when digital activism has impact. The activation of social media mechanisms spreads negative information and directly intensifies the threat to the targeted firm's reputation, pressuring firms to concede to e‐petitioner demands. Furthermore, our findings indicate that firm visibility and resource availability can represent boundary conditions for the firm's vulnerability and ability to respond to digital activism.

Facebook and the Spiral of Silence: Examining the Social Media Dynamics among Female Students in Pakistan

The aim of this study is to investigate the way in which female Facebook users engage in political discourse, aligning its inquiry with Elisabeth Noelle-Neumann's seminal Spiral of Silence theory (1974). Focusing on key variables like participants' perceived opinion climate, willingness to express opinions, fear of social isolation, the research explores the dynamics within two distinct Facebook audience compositions: the expansive macro climate and the intimate micro-climate. The former encompasses a diverse range of connections, from old friends to online communities, while the latter involves daily interactions with friends, family, and significant others. Survey data (quantitative analysis) has been collected targeting university students in the federal capital and Rawalpindi. This study corroborates earlier findings, affirming the presence of the Spiral of Silence phenomenon on Facebook. Notably, it reveals that Pakistani women who use Facebook are more likely to express themselves in micro groups with friends and relatives compared to macro-Facebook communities with lots of individuals. The study confirmed that fear of isolation has a major impact on opinion expression in macro circles, and that opinion climate evaluation is significant for both circles.