Effective Use Of Social Media Research Articles

Undergraduate Students’ Perception of Social Media Use: Opportunities and Threats

Studies on the effective use of social media for academic purposes are not new, but limited studies exist on undergraduate students’ perceived social media use. Anchored on Grounded Theory, this study explored undergraduate student perception of social media use at two universities in the Philippines and the Kyrgyz Republic. Results show that undergraduates use social media for communication, education, awareness of current events, entertainment, self-expression, doing and engaging in business, and as a source of motivation and inspiration. Moreover, the perceived negative impact of social media use includes a negative impact on health, productivity, psychological and mental health, socialization, and information veracity. Slight differences between the two groups were noted. A reflection on the opportunities and threats of social media use deduced from the findings vis-à-vis the literature are provided.

Factors Influencing Social Media Platform Engagement among Thai Students: A Quantitative Study

This study delves into the complex landscape of social media utilization among undergraduate students in higher education institutions in Thailand, investigating the pivotal factors that shape their engagement with these platforms. Employing a quantitative research approach, the investigation utilizes a meticulously crafted multi-stage sampling methodology coupled with a robust data collection process. Through applying multi-correlation and multiple-regression analyses, the research unveils significant insights into the determinants of social media usage among Thai youth. Notably, motivation for social media use, access, creativity, and participation through these platforms emerge as substantive predictors. This aligns seamlessly with existing research, underscoring the critical roles played by motivation and accessibility in influencing online engagement. The resultant predictive equation is a pragmatic instrument for comprehending and forecasting social media engagement patterns among Thai undergraduate students. The findings underscore the importance of motivation, access, and creativity as driving forces behind social media utilization. This research equips educators, policymakers, and researchers with valuable insights, emphasizing the imperative of fostering responsible and effective use of social media within this demographic. The study's contribution to the academic landscape is noteworthy because it sheds light on unexplored facets such as cultural dynamics, peer networks, and individual traits, enriching our understanding of the intricate social media landscape among Thai undergraduate students. Doi: 10.28991/ESJ-2024-08-02-011 Full Text: PDF

Role Of Social Media in Stakeholder Engagement in Universities in Kenya

Researchers and practitioners agree that stakeholder engagement is an important aspect of universities in the 21st century. Social media is changing the way people and businesses communicate and collaborate. Research shows that organizations struggle to develop social media management systems to engage with stakeholders. In today's digital age, social media platforms have become powerful tools for communication and engagement. However, there is limited research examining the role of social media in facilitating stakeholder engagement in universities in Kenya. Therefore, this study sought to fill this knowledge gap by exploring how social media is utilized and its impact on stakeholder engagement within the university setting. The research objectives were formulated to guide the study and include: Assessing the current use of social media platforms by universities in Kenya for stakeholder engagements: Identifying the key stakeholders involved in social media engagements by universities: Examining the benefits and challenges associated with using social media for stakeholder engagements: This study used innovation diffusion theory and excellence theory. To achieve the study objectives, a mixed-methods approach was utilized. The target group included 270 participants. The sample size was 161 participants. Stratified random sampling was used to provide representation from the various universities and departments. data were collected through questionnaires, interviews, and focus group discussions. The data were analyzed using SPSS version 26 and thematic analysis to derive meaningful insights. Analyzed quantitative data was presented through mean, frequency, and standard. The assessment of current social media used by universities indicated that they are actively utilizing platforms such as Facebook, Twitter, and Instagram to engage with their stakeholders. The identification of key stakeholders involved in social media engagements highlighted the importance of targeting students, prospective students, alumni, and the wider community. The examination of benefits and challenges associated with using social media for stakeholder engagements revealed that social media platforms provide opportunities for increased reach, immediate communication, and fostering a sense of community. However, maintaining content quality, and managing negative feedback were also identified. Furthermore, the analysis of the impact of social media on stakeholder perceptions and relationships showed that effective use of social media can enhance stakeholder satisfaction, create a positive institutional image, and foster stronger connections between universities and their stakeholders. However, ineffective use or mismanagement of social media can lead to negative perceptions and strained relationships. The paper concluded that social media plays a vital role in facilitating stakeholder engagements in universities in Kenya. Effective utilization of social media platforms leads to improved stakeholder relationships, enhanced reputation, and increased engagement with the university community. The study recommended that universities should develop a comprehensive social media strategy aligned with the university's goals and target audience and regularly monitor and analyze social media engagement metrics to evaluate effectiveness. This study contributes to the existing literature by providing insights specific to the context of universities in Kenya and emphasizing the significance of social media in stakeholder engagements

Barriers and Strategies for Digital Marketing and Smart Delivery in Urban Courier Companies in Developing Countries

AbstractThis study aims to analyze the impact of digital marketing on urban courier companies in the municipality of Valledupar, Colombia. It also aims to propose strategies for smart delivery in urban courier companies in developing countries and identify barriers to be overcome in these activities. A quantitative approach with a descriptive research design is used. Given the nested nature of the data, a correlation analysis was performed to gather information on the relationship between the variables studied and the strength and direction of those relationships. A correlation analysis was conducted to identify the correlation coefficient between two specific variables. The ordinary least squares (OLS) regression method examined the relationship between the dependent and independent variables. The results indicate that the use of social media has a significant positive impact on the dependent variable. In contrast, the use of email and websites does not show statistical significance. The proposed strategies include real-time tracking of shipments, personalized notifications, scheduled delivery, integration of augmented reality, use of smart lockers, and geolocation technology. As barriers to be overcome in urban courier activities in developing countries, the following are identified infrastructure limitations, limited access to technology, costs associated with technology adoption, digital divide and skills, and resistance to change. The study was conducted in small and medium-sized courier companies in developing countries, so the implications of the results should be generalized to only some companies worldwide. The research highlights the importance of developing digital marketing skills and addressing barriers to implementing smart delivery strategies. Strategies such as real-time tracking of shipments, personalized notifications, scheduled delivery, augmented reality integration, smart lockers, and geolocation technology are proposed. It is concluded that digital marketing can enhance urban courier services and provide competitive advantages to companies that adopt it. This study provides valuable insights to develop specific strategies and solutions that help improve the operational efficiency of urban courier companies, including website optimization, effective use of social media, and email, and increased visibility in search engines. It enhances service quality, providing a more satisfying customer experience and fostering customer loyalty. Additionally, it emphasizes the importance of developing engaging and relevant content and establishing effective communication with customers through digital channels.

Online Marketing Strategy Optimization to Increase Sales and E-Commerce Development: An Integrated Approach in the Digital Age

In the face of the challenges of intensifying competition in the rapidly growing world of e-commerce, this research focuses on investigating, identifying, and optimizing online marketing strategies to increase sales and support the growth of the e-commerce industry. This research aims to provide in-depth insights to online business owners by thoroughly understanding consumer behavior, technology trends, and digital market dynamics.This research adopts a mixed qualitative and quantitative approach by analyzing data from multiple sources. Customer surveys, sales data analysis, and case studies on successful e-commerce platforms provide the foundation for exploring consumer needs and preferences. Special emphasis is placed on assessing the sustainability of digital marketing strategies, utilization of social media, and implementation of the latest technologies in the e-commerce ecosystem.The research results are expected to provide comprehensive guidance for online marketing practitioners and e-commerce business owners. The findings not only include an in-depth understanding of consumer desires and market opportunities, but also provide valuable information on the effective use of social media, content strategies, and the latest ways to increase brand awareness, consumer engagement, and sales conversion. The use of technology is also emphasized as a key element in improving the competitiveness of e-commerce companies in the era of increasing digitalization.

Mass Communication Strategy in Encouraging the Adoption of a Healthy Lifestyle in Society

Healthy lifestyle has become the main focus in efforts to prevent the increasing prevalence of non-communicable diseases in society. In this context, mass communication strategies play a central role in forming awareness and encouraging the adoption of a healthy lifestyle. This research aims to explore and analyze mass communication strategies that are effective in changing people's behavior regarding healthy lifestyles. The main objective of this research is to identify the most effective mass communication strategies in encouraging the adoption of healthy lifestyles in society. In addition, this study aims to evaluate the impact of this strategy on the level of awareness and behavior change regarding various aspects of a healthy lifestyle. This research uses the literature review method as an analytical framework. Data was collected from various sources such as scientific journals, articles and books related to mass communication strategies and healthy lifestyles. Data analysis involves detailing the various mass communication strategies that have been implemented and identifying patterns of success in changing people's behavior. the use of N.Vivo analysis can help in identifying patterns, trends, and relationships between various concepts and findings that emerge from these articles. \The research results show that mass communication strategies that rely on interesting narratives, effective use of social media, and involvement of community leaders have a significant impact in encouraging the adoption of a healthy lifestyle. The ability to create community engagement and respond to local cultural dynamics also plays an important role in the success of this strategy.

Analyzing Kylie Cosmetics’ Marketing Strategies and Charting its Future Path

This investigation derives into evaluating the current marketing strategies of Kylie Cosmetic, one of the well-known celebrities originated cosmetic brands started in 2015 and now values over 1.7 billion US dollars. The brand first specialized in selling lipsticks and progressively developed other cosmetic products for expansion. The performances of Kylie Cosmetic are intimately associated with Kylie Jenner, a reality star with over hundred million followers on social media, and its effective use of social media marketing as the main channel of communication. However, Kylie Cosmetics has been gradually outcompeted by its competitors with declining sales while competitors doubled in years. This situation is more noticeable in recent years as the taste and preferences rapidly change in the cosmetic market. This research will explore opportunities and areas for improvement for Kylie Cosmetic to remain competitive in the highly intense cosmetic market by comparing the brand to its several top competitors, especially Fenty Beauty, a cosmetic brand that is highly similar to Kylie Cosmetic.

Efficacy of Social Media in Wars and Conflicts Brief Review of Russia-Ukraine War

Social media has evolved over time as a weapon, as more useful tool in modern wars, though the concept of informational warfare is as old as wars and conflicts. From the Chief Executive of the state to the battlefield commander, everybody is using social media tools to communicate, either with the outside world or their own people. If the Chief Executive is using it for strategic communication, Ministries involved in the war effort would be using it for narrative building, and the field commander may be using it to update his position to raise the morale of his soldiers. Social media has now been fully weaponized in the context of opinion formation through narrative building and at times deter the opponent through misinformation, disinformation, and fake communication. This article is aimed at exploring the efficacy and impact of social media on wars and conflict, particularly on the ongoing Russia-Ukraine war. The paper concludes that an effective use of social media can have an overriding impact on the outcome of the battle in the changed paradigm.

Pendampingan SDM Tata Kelola Kawasan Kuliner Kelurahan Ledok, Kecamatan Argomulyo Kota Salatiga

This community service activity aims to provide assistance and assistance to cassava business actors in Ledok Village, Argomulyo District, Salatiga City. Problems identified include a lack of understanding of digital marketing, a lack of attractiveness in packaging design, and the need for increased product branding. Apart from that, the impact of the COVID-19 pandemic has also caused a decrease in their business turnover.
 This activity involves training, workshops and individual consultations to increase the understanding and skills of business actors in digital marketing, packaging design development and effective branding design. Apart from that, the creation of social media accounts and e-commerce platforms is also carried out to facilitate online product marketing.
 The results of this activity include increased understanding and skills of business actors, changes in more attractive packaging designs, more effective use of social media and e-commerce, as well as increased sales turnover. The impact involves empowering the local economy, strengthening the business of cassava entrepreneurs, and becoming an inspiration for other business actors

Socialization, education and learning for the internet (SELFI): development and pilot of a social media skills program for autistic adults

PurposeThe purpose of this paper is to describe the development and pilot of a novel program to support autistic adults with social media use. Social media use among autistic adults has been associated with increased happiness and closer friendships. However, autistic adults are at risk of social media challenges such as cyber-victimization. To date, no programs exist that specifically support autistic adults with safe and effective social media use. The primary aim of this study was to develop and pilot test a novel social media skills program for feasibility and acceptability. A secondary aim was to explore changes in Facebook activity as a proxy for online social engagement.Design/methodology/approachThe socialization, education and learning for the internet (SELFI) program was developed by identifying relevant target skills, goals, considerations and evidence-based strategies to help autistic adults with online social communication. The developed SELFI program was then pilot tested with six autistic male young adults to explore initial feasibility (fidelity of delivery, attendance) and acceptability (attrition, enjoyment and programmatic feedback). Facebook data were collected to explore differences in the frequency of likes/reactions, comments and posts after completion of the program.FindingsEach participant completed all procedures and attended every session. There was no attrition from the program. The average fidelity score for recorded sessions was 85.1%. Most participants endorsed agreement with program enjoyment and that it helped them maintain current relationships. Participant feedback provided valuable information regarding areas of strength and areas that needed improvement. Each participant who completed the study demonstrated increased Facebook engagement across likes/reactions, comments and posts.Research limitations/implicationsLimitations include a small all-male sample, exclusion of adults with intellectual disabilities and adolescents and dependence on Facebook data. Additionally, the developed program did not incorporate feedback from relevant stakeholders, including autistic adults.Originality/valueTo the best of the authors’ knowledge, this is one of the first studies to explore support for autistic adults specifically related to social media use.

Social Media for the Good of the Community

Today, social media platforms are widely used by individuals, organizations, and companies who want to promote themselves and interact with different audiences. Based on a quantitative content analysis procedure, this research aimed to discover how effectively the NGOs from Brașov County, active in the social services field, use social media platforms to attract community engagement. A total score of effective use was calculated for each NGO. Our findings suggest that nonprofit organizations have low levels of effective social media use.

Al-Qaeda’s Activities on the Internet: Forms, Types and Tools

The article is devoted to the analysis of the media content of one of the largest international terrorist organizations - Al-Qaeda in the context of the strengthening of media terrorism in the modern globalized world. Researchers state that, like the Islamic State (IS), Al-Qaeda relied on the effective use of social media in its activities: recruitment of terrorist supporters, calls for terrorist attacks, propaganda of brutality and violence. Al-Qaeda has developed a successful media strategy directed against the countries of the Western world, mainly against the United States. At the same time, al-Qaeda’s information operations against the West, organized in the digital space, have not achieved the same resonance as IS. They were mainly aimed at highlighting the weaknesses of the states of the Western world. The main areas of use of social media by Al-Qaeda are: propaganda of terrorism, intimidation, operational planning and coordination of terrorist acts, recruitment and training of supporters, collection of intelligence data and targets, financing of maintenance.

Effect of social media on employee's work performance

PurposeThe paper validates a framework using the media synchronicity theory (MST) to study the effect of Social Media Use at Work (SMUW) on the performance “Work Performance” (WP) of the employee. For this, the study initially observed the effect of SMUW on shared vision (SV), network ties (NT), and trust (TRUST) on the knowledge transfer (KT) and the effect of all (SV, NT, TRUST and KT) on the WP of the employees.Design/methodology/approachA survey method was used to collect responses from 157 employees working at middle and lower-level managerial positions in the chemical companies of India. The data analysis uses variance-based, partial least square SEM, which has established a relationship between the constructs.FindingsThe results found a significant effect of SMUW on the WP of the employees. It was observed that the SV and TRUST can be significantly improved with the help of SMUW, contributing to the KT and simultaneously affecting the WP of the employees.Practical implicationsThe study has examined the positive and significant effect of SMUW on the employees' SV, NT and TRUST. Improving SV, NT and trust (dimension of social capital) through social media allows employees to transfer more knowledge. An increase in KT among the employees further positively affected the individual and group performance within the organization. SV positively affected the employee's WP, but NT and trust negatively affected the WP. The research thus provides useful insight to the managers for effective use of social media in the workplace.Originality/valueThe study used MST to understand the effect of the use of social media in the workplace. The study is kind of first in the Indian context which has examined the effect of employees at managerial level in chemical companies, and thus contributes to the existing literature on social networks/social media from the organizational context.

Effective Use of Social Media in a Digitalizing Landscape

This paper addresses the increasing importance of considering social media in strategy formulation as well as tactical implementation to achieve strategic goals. The primary areas focused on reside around social media in the lens of strategic use, tactical use, and a comprehensive view to understand how interconnected social media decisions are in a digitalizing society. The primary research method used was through literature review, where current discussion on social media was gathered. Most of the body of literature seemed to focus on social media solely in the context of strategic level considerations or in the tactical implementation aspect. It seemed that if a comprehensive view was brought up briefly, much of the interconnected aspects were left indirectly touched on in favor of the singular focus. Thus, the application of this paper aims to offer a view for how social media decisions impact strategic level and tactical level actions and provide a clear picture of the importance in fully considering social media decisions with a comprehensive view in mind.

Student motivations for social media use and their effects on academic performance- a meditational approach in emerging market

PurposeDue to the incredible criticisms by scholars of the excessive use of social media networks, this study aims to explore students’ motivation for social media use (SMU) and its effects on academic performance (AP) in the light of uses and gratification theory.Design/methodology/approachUsing the simple random and snowball sampling techniques, this study has considered 299 responses and critically analyzed them using structural equation modeling through the AMOS version 24. The mediation analysis has been done to explore the effective use of social media networks.FindingsThe results reveal that video clip watching and nonacademic learning intentions significantly influence SMU and AP. Besides, socialization through friends and family connections has tremendously fostered SMU intention, while it could not benefit AP. This study found an exceptional result that the entertainment intention of the students did not influence SMU but dramatically impacted their AP. Again, SMU has robust effects on enhancing students’ academic achievement. This study also concluded the results of the mediation analysis.Practical implicationsThe learners, professionals, higher education policymakers, etc. may benefit from following this study's guidelines for using social media networks.Social implicationsThis study may tremendously contribute to changing the mindset of youth from addiction to SMU and improving AP.Originality/valueThe prime novelty of this study is to justify the mediation analysis for SMU to explore whether it can truly influence students’ AP and critically examine the deep insight of certain factors associated with SMU.

Digitalization Of Kedai Industry: Analysis of The Role of Internet Marketing Orientation and Innovation on Marketing Performance

The digitization of the store industry has become an increasingly important trend in today's digital era, and internet marketing orientation and innovation are considered key factors in achieving competitive advantage in a digital environment. This study aims to analyze the role of internet marketing orientation and innovation in digitizing the shop industry and its impact on marketing performance. This study used a quantitative analysis method using primary data collected through a survey of shop owners and managers in Waru District, Sidoarjo Regency, East Java. The research sample consists of 50 shops that have carried out the digitization process. Sampling used accidental sampling which was then analyzed with multiple linear regression. The results of the analysis show that internet marketing orientation and innovation have a significant positive effect on marketing performance in the digitalization of the tavern industry. More specifically, the effective use of social media and e-commerce platforms increases the visibility and accessibility of stores, thereby increasing the number of customers and sales volume. In addition, product and process innovation in store digitization can increase differentiation and operational efficiency, which in turn affects customer satisfaction and business profits.

Determination of Knowledge Levels and Attitudes of Healthcare Workers on Coronavirus Disease-19 Vaccines

Objective: Healthcare workers (HCWs) are at the forefront of the fight against COVID-19, and vaccination is crucial. In addition, HCWs have the potential, both through their behaviours and their words, in controlling the pandemic. The aim of this study is to determine the vaccination statuses, knowledge levels and perspectives of HCWs regarding vaccination. Materials and Methods: This was a descriptive and cross-sectional study designed for medical students, assistant physicians, nursing students and nurses, in Turkey, between July 15, 2021 and July 30, 2021, using an online questionnaire. Results: Vaccination rate among 822 HCWs was 79.2%. HCWs did not have enough information about vaccines (correct response rates were between 21.6% and 73%). The most important sources of information were social media and the statements of Turkish Minister of Health and Scientific Committee (41.9% and 29.5%, respectively). Vaccination rate was statistically higher in HCWs over 25 years old, physicians, living in the western regions of Turkey, serving patients with COVID-19, those who did not have previous COVID-19, and those who answered the vaccination questions correctly (p=0.019, p<0.001, p<0.001, p=0.042, p<0.001, p<0.001, respectively). The most important reason for vaccine hesitation/rejection was lack of confidence (41.6%). Conclusion: Vaccine hesitation among HCWs in Turkey can be eliminated by paying attention to the correct and effective use of social media, and the Ministry of Health and the Scientific Committee to pay attention to more transparent and precise management of the pandemic

Әлеуметтік желінің туризмге әсері

In today’s world, technology also provides savings in the use of virtual world and social media, as in many areas. The results obtained with the technology support of social media, individuals can produce their own content and do this among themselves. As a result, all occupations of individuals take place in social environments. One of them is travel, which is the source of tourism. The combination of social media and tourism has emerged as a result of the touristic expansion, taking place in the social environments and the effective use of social media by tourism expenditures. This article reveals the effect of social media, which has become widespread throughout the day, on tourism. The article includes the widely used applications of social media, their usage rates, usage usage and demographic distributions. The topics that these social media applications have accumulated and the content related to tourism among these topics have been determined. The effects of the dimensions and prevalence of tourism-related issues on the holiday areas of social media users are explained.

Creative Behavior in the Online Fashion Business

Fashion secror has been increasing in Indonesia.Creativity is important thing for an online business to be able to survive and compete in the digital market. Some variables that can improve creative behavior are accurate market orientation and effective use of social media. The purpose of the research is to analyze the influence of market orientation and social media usage on creative behavior in online businesses in the fashion sector in Surabaya. By using purposive sampling method, 132 online businesses in the fashion sector in Surabaya have been selected as respondents. This research used quantitative approach of this explanatory using partial least square. Result of this study describe that market orientation has a significant influence on creative behavior, on the other side, social media usage has usage has a significant influence on creative behavior . This research also show that market orientation has significant influence on creative behavior throug social media usage among online businesses fashion sector in Surabaya.

The Effective use of Social Media by South African Political Organisations to gain Voters’ Confidence

The Effective use of Social Media by South African Political Organisations to gain Voters’ Confidence