Social Media Engagement Research Articles

#CPR challenge: Impact of a social media campaign on cardiopulmonary resuscitation awareness and skills among young adults − A quasi experimental study

The aim of our study was to explore the effect of nomination-based social-media campaign and CPR-skill-booth on change in knowledge as well as hands-only CPR skills among young adults. A quasi-experimental study was conducted in two non-healthcare-stream colleges, one intervention and other control arm. After baseline evaluation of CPR knowledge in both colleges, a 4-week nomination-based social media campaign '#CPR challenge' was rolled out in the intervention arm which included a CPR-skill-booth that was setup for one hour every day to train interested participants in CPR. The participants were encouraged to share the same on their social media handles and data of self-reported metrics were collected. A post-intervention assessment was conducted in both arms, to assess knowledge and its translation to hands-only-CPR skills using qCPR mannequin and qCPR app® for objective assessment. A total of 690 assessments were done; Intervention arm (pre-intervention-214, post intervention -155) and control arm (pre-intervention -157, post-intervention -134). The baseline knowledge scores were comparable in both groups. Knowledge score doubled in the intervention arm, (p<0.001) from a median value of 29% (IQR:14 - 43) in the pre-intervention-cohort to 57% (IQR:29 - 71) in the post-intervention-cohort. Median CPR-skill-score was higher in the intervention arm 67.5(IQR:39-92) in comparison to control arm 21 (IQR:1-53) (p<0.001). In terms of social media engagement, 50% of participants had watched the videos and 40.6% attended the CPR-skill-booth. Strategies such as a nomination-based social media campaign can improve the awareness, knowledge and also skills regarding hand-only CPR.

Causes and Effects of Social Media Engagement in Luxury Fashion Marketing: A Comparative Study Over the COVID Pandemic

This paper examines cross-country heterogeneities and over-time changes of the role of social media marketing (SMM) in the luxury fashion industry. A comprehensive literature review is conducted on customer value, purchase intention, and engagement motivation to understand the causes and effects of SMM. Based on the survey data in China and the United Kingdom, probit and oprobit regressions are employed to estimate the models of SMM. Results show that affectional and cognitive motives are the two primary drivers of SMM engagement in both countries. Chinese customers are more susceptible to SMM than their British counterparts, suggesting significant potential benefits of developing SMM strategies in China. Over time, SMM has become an irreversible trend of luxury brand management after the coronavirus disease 2019 pandemic. Identified heterogeneities and changes call for differentiated international marketing strategies in different countries at different times.

Misinformation or hard to tell? An eye-tracking study to investigate the effects of food crisis misinformation on social media engagement

Visual misinformation about ongoing contaminated food crises poses a significant threat to organizational well-being and public health, particularly when people share incorrect images on social media. Corrective responses and highly credible media sources as effective strategies geared toward combating crisis misinformation. Extending Lewandowsky and colleagues’ (2012) corrective strategies for debunking misinformation, the concept of visual misinformation, cognitive process, and the theory of social sharing of emotion, this study aims to advance research on visual misinformation in public relations and crisis communication. A 2 (image veracity: incorrect vs. true) x 2 (corrective strategy: simple rebuttal vs. simple rebuttal + fact elaboration) x 2 (source credibility: high vs. low) between-subjects eye-tracking experiment was conducted to test the effects of these features on visual attention and intention to share. Additionally, we explored the mediation effects of emotional surprise and perceived crisis severity on sharing posts. Results showed visual cues (e.g., images and sources) and textual cues (e.g., corrective strategies) led to different allocations of visual attention. We found visual attention significantly mediated the effects of combined corrective messages on sharing. Additionally, feeling surprised also significantly mediated the effects of messages with low credible sources on sharing. This study provides insights into advancing crisis communication theory and offers evidence-based recommendations for health organizations and practitioners to better fight against food crisis misinformation.

Exploring the impact of negative online feedback on well-being: A comprehensive analysis incorporating Big-Five personality traits and physiological responses

This study investigates the dynamics between social media engagement and well-being, employing a multi-dimensional analysis encompassing psychological, behavioral, social media usage patterns, and physiological perspectives. Through the utilization of electrodermal activity, our study identified a statistically significant increase following exposure to a negative comment. In addition, analysis of facial expressions revealed a variety of reactions, including laughter, irritation, sadness, and neutrality, once participants were confronted with the negative comment. Our analysis revealed intriguing insights into the relationship between personality traits and social media interactions. We observed that individuals with higher agreeableness were more likely to contemplate deactivating social media platforms. Conversely, lower levels of neuroticism were associated with self-reported social media addiction, while extraversion showed a positive correlation with increased posting frequency. These findings highlight the intricate relationship between individual personality traits and reactions to negative social media experiences, offering valuable insights into the complex dynamics of online interactions and their effects on overall well-being.

The impact of social media marketing on brand awareness, brand engagement and purchase intention in emerging economies

PurposePurpose. Based on the Uses and Gratifications Theory (UGT), theory of consumer brand engagement (CBE), and empirical findings, we examine the impact of social media marketing (SMM) on brand awareness (BA), consumer brand engagement (CBE), and purchase intention in emerging economies.Design/methodology/approachData were collected in North Macedonia, Albania, Kosovo, Romania, and Ukraine from 1808 social media users, through a self-administered online survey. Partial least square structural equation modeling was used to assess the theoretical model, and a multi-group analysis to explore the differences between countries.FindingsSocial media marketing has a positive impact on brand awareness, brand engagement, and purchase intention, while country moderates the relationship between brand engagement and purchase intention. We reveal differences among countries regarding SMM's impact on brand engagement and purchase intention.Practical implicationsThe study promotes SM's impact on brand communications, providing consumer insights that help companies design effective SMM strategies, using similarities and differences in emerging economies. The different levels of CBE and their different influences on purchase intention require a focus on the motivations for brand engagement in social media and the type of content preferred by consumers in each country. The originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.Originality/valueThe originality of our research lies in our examination of the impact of social media marketing on consumer behavior in five emerging countries. Additionally, we are investigating how the country of origin influences the relationship between social media marketing, brand awareness, consumer behavior, and purchase intention in different countries.

Is social media B2B engagement driven by impression management strategies? Understanding corporate-driven versus individual-driven LinkedIn profiles

Professional social media platforms, such as LinkedIn, allow individuals to build their own personal brand with the aim to foster B2B engagement. Individuals can project both individual- and corporate-driven characteristics through LinkedIn, to create favorable impressions management (IM) strategies and attract viewers engagement. This study aims first to understand the difference between individual- versus corporate-driven elements of LinkedIn profiles. Then, using the IM theory, this paper explores the different perceptions formed by potential business partners on these elements which can lead to B2B social media engagement. A content analysis of 130 LinkedIn profiles, followed by 20 in-depth interviews with business professionals, show that perceptions are different between the individual- versus the corporate-driven profiles and these perceptions together with the IM strategies are not static, showing that IM strategies need to be assessed in combinations and over difference phases. Individual-driven profile elements seem to project the most favorable perceptions to foster B2B engagement, leaving the corporate-driven elements to only compliment what is described as the ‘ideal’ profile for B2B engagement. The findings provide valuable insights to different business partners who want to initiate contact and engage with business professionals on social media in a B2B context.

The online destination image as portrayed by the user-generated content on social media and its impact on tourists' engagement

Tourism Destination Image (TDI) is complex, dynamic and multidimensional by nature and shaped by a multitude of events, interactions and sensory impressions, especially once the tourist is at the destination, generating tourists' engagement on social media networks. This study aims to measure the online destination image (ODI) portrayed in user-generated content (UGC) on social media by employing the sentiment analysis method. Data were extracted from Facebook and Instagram on the Visit Algarve social media profile. The Algarve region is situated in the south of Portugal and is one of Europe's most popular tourist destinations. The main results shed light on the relevance of intangible heritage experiences as triggers of positive feelings about the destination. Content shared about tourists' activities in the region generates more engagement in the tourism destination's social media. Tangible heritage received the lowest rated sentiment, and destination agents should strategically look into it as there are opportunities for destination management. Tourism infrastructure has the lowest engagement value; therefore, in terms of promotion, it does not generate interest.

Trend FOMO Mahasiswa UIN Suska Riau

This study investigates the trend of Fear of Missing Out (FOMO) among students at UIN SUSKA Riau. FOMO, defined as the anxiety that others might be having rewarding experiences from which one is absent, is increasingly common in the digital era, especially among university students who are frequent social media users. The research aims to explore the prevalence and effects of FOMO on students' academic performance, mental health, and social interactions. A mixed-methods approach was utilized, with data gathered from online surveys and in-depth interviews involving 300 students across various faculties. The results indicate that a significant portion of students experience moderate to high levels of FOMO, which is strongly associated with intensive social media usage. Students reported that FOMO adversely impacts their focus and academic performance, leading to procrastination and heightened stress levels. Furthermore, FOMO contributes to feelings of inadequacy and anxiety, as students often compare their lives to the idealized representations they encounter online. The study underscores the necessity for awareness and intervention programs to aid students in managing their social media usage and alleviating the negative impacts of FOMO. Addressing these concerns can help UIN SUSKA Riau cultivate a healthier and more supportive academic environment. This research adds to the growing body of literature on digital well-being and student mental health, highlighting the importance of balanced social media engagement.

Exploring the Impact of Facebook Usage on Nepali Users: A Survey Study Conducted on the Facebook Platform

Background: Facebook significantly influences Nepal's social interactions, psychological well-being, and cultural norms. Given its wide adoption among Nepali users, understanding its effects within the diverse socio-cultural context, especially among youth, is essential. Objective: This study aims to assess how Facebook impacts Nepali users' social interactions, psychological well-being, and cultural expression, guiding evidence-based interventions and policies promoting responsible social media use in Nepal. Method: This quantitative study collects data from Nepali users using an online survey exclusively on Facebook. Stratified random sampling (minimum 384 respondents) ensures demographic diversity. SPSS analyses data using descriptive statistics for demographic profiles and Facebook usage patterns. Inferential statistics (correlation, regression) explore relationships between Facebook usage and impacts. Results: Preliminary findings show that diverse Facebook usage patterns among Nepali users affect social interactions and psychological well-being. Correlational analysis indicates links between usage intensity and specific outcomes. Qualitative insights reveal cultural themes in online interactions. Conclusion: The study highlights the nuanced impact of Facebook in Nepal, emphasizing the need for targeted interventions. By comprehending these effects, policymakers can create effective strategies that harness Facebook's advantages while mitigating risks, ultimately promoting healthier social media engagement in Nepal.

The relationship between feminist collective action and social media engagement

PurposeThis study aims to investigate the impact of online collective feminist actions on social media participation and the perceived value of social media as part of the social identity model of collective action (SIMCA).Design/methodology/approachA mixed methodology is used. Within the SIMCA model in the context of feminist collective actions, social identity, group-efficacy and fear predicted the intention of online collective action participation in the first part (quantitative) of the study. Contrary to predictions, the influence of anger on the intention to participate in collective action was negative. In-depth interviews are conducted in the study’s second (qualitative) part to investigate why individuals do not participate in collective actions despite their anger at violence against women.FindingsThe concept of online feminist collective action, from the perspective of the SIMCA model, deals with violence against women in the context of social marketing, revealing the importance of online collective actions as an antecedent of social media participation and the perceived value of social media. The possible causes of the negative impact of anger, which is an important emotion within the framework of the SIMCA model, on online feminist collective action were determined, and a contribution was made to the social marketing literature in the context of women’s rights.Originality/valueThe study makes three major contributions to the literature. First, women’s rights are addressed in the context of online collective action, an issue that has received little attention in social marketing. Second, in the context of the social identity theory of collective action, online collective feminist action and its predecessors are addressed. Finally, the Turkish case is used to highlight the probable causes of anger’s negative impact on collective action.

Effects of University’s Social Media Presence on Students’ Organizational Media Use and Loyalty

ABSTRACT Nonprofit and public sector organizations increasingly rely on social media platforms to strengthen their relationships with key stakeholders. Prior research, especially in the for-profit marketing field, indicates positive effects of customers’ engagement with brand-related social media content on their loyalty toward the brand. The present paper examines these effects in the experientially rich and transformative context of higher education institutions (HEI). Our conceptual model also comprises new potential antecedents relating to the specific context. The results from the structural equation modeling, based on responses from 764 students at a Swiss HEI, indicate significant yet small positive effects of students’ social media engagement (SME) on their loyalty. Positive word-of-mouth behavior and loyalty intentions are primarily influenced by identification with the university. Attitude toward the published content, perceived organizational reputation, and student integration significantly influenced SME, whereby the latter two antecedents showed only a weak effect. In conclusion, SME as a behavioral construct seems to be another expression of existing student loyalty rather than an effective tool to foster loyalty.

Influences of internet access on civic knowledge measurement in Taiwan

Internet-related issues have influenced how civic knowledge is educated and measured. The International Civic and Citizenship Education Study (ICCS) is a well-known large-scale assessment concerning how civic knowledge is educated and measured globally. Regardless of the emerging roles of internet access and usage, the influences of internet access on civic knowledge have yet to be investigated in ICCS research. Hence, this study aims to study whether the multiple-choice items in the civic knowledge test of ICCS 2016 are affected by internet access, what causes the effect, and to what degree Internet access influences the measurement. Results indicated that the ICCS civic knowledge test included six differential item functioning (DIF) items on internet access, of which five favored families with internet access, and one favored families without internet access. In addition, the primary source of DIF items was highly related to socioeconomic status. Overall, the students in families where the internet was available possessed higher civic knowledge than the students who were not. In conclusion, this study provides evidence of item inequivalence and identifies suspicious sources. These results can be used as a basis to investigate related research on digital learning, online teaching, and social media engagement in civic literacy.

Use of Social Media Platforms for Citizen Journalism on Security Challenges in Nigeria among The Polytechnic Ibadan Students

The immediacy of social media gives citizens the ability to monitor real-world events and security issues and get immediate feedback that can help shape their responses and priorities, which can also be valuable in promoting security in general. Through its constant use, social media has played a significant role in fostering both positive and negative facets of insecurity. Therefore, this study investigated use of social media platforms and engagement in citizens’ journalism regarding security challenges in Nigeria among The Polytechnic Ibadan Students. The study adopted descriptive survey research design; multi-stage sampling procedure was adopted in the sample selection of 403 respondents. A validated instrument named; Citizen Journalism Social Media Questionnaire(r=0.874) was used for data collection; data was analyzed using descriptive and inferential statistics. Findings revealed that students of The Polytechnic Ibadan made use of popular social media platforms such as Facebook, Instagram, WhatsApp (weighted x̄ 1.40) respectively and engaged in online discussion of security challenges to a large extent using Facebook, WhatsApp, Instagram, Twitter, YouTube, Telegram, and others (weighted x̄ 2.11). Also, there was no significant difference (r = 0.053, p&lt;0.05) in level of engagement in online discussion on security challenges in Nigeria. Thus, the study concluded that The Polytechnic Ibadan students’ social media use does not have any influence on security challenges in Nigeria. The study recommended that security information should be promptly disseminated virtually by security operatives to avoid spreading of fake security news through social media platforms.

Young Black American Women’s Social Media Use and Online Victimization

Despite young Black women’s high rates of social media use and risks for victimization at the nexus of sexism and racism, the relationship between these variables remains under researched in this segment. We surveyed 354 Black American women aged 18–30 to explore the associations between two aspects of social media use—time spent daily on social media platforms (i.e., Facebook, Instagram, Snapchat, TikTok, Tumblr, Twitter, and YouTube) and type of social media engagement (i.e., active social use, active non-social use, and passive use)—with four different types of online victimization (i.e., general online victimization [GOV], online sexual victimization [OSV], online individual racial victimization [OIRV], and online vicarious racial victimization [OVRV]). Results indicate that more time spent daily on Tumblr was significantly associated with more experiences of GOV, OSV, and OIRV. More time spent daily on Instagram was significantly associated with more experiences of OVRV, while more time spent daily on Facebook was significantly associated with fewer experiences of OVRV. Active non-social use was significantly associated with more experiences of GOV and OIRV. Snapchat, TikTok, Twitter, and YouTube use, active social use, and passive use were not significantly associated with any categories of online victimization. We provide implications for researchers as well as mental and behavioral health practitioners seeking to enhance Black women’s safety and well-being on social media platforms.

Neuroticism and the Fear of Missing Out: Exploring Psychological Outcomes in Young Adults

The rapid evolution of digital media has significantly shaped communication patterns and social interactions, particularly among young adults. This study explores the correlation between neuroticism and the Fear of Missing Out (FoMO) among students at Universitas Kristen Satya Wacana, with a focus on understanding how these elements impact psychological health and social behaviors. Utilizing a quantitative correlational design, the research investigates how the personality trait of neuroticism predicts the extent of FoMO, a condition exacerbated by intense social media engagement. The sample comprised 158 active university students who engage in over three hours of social media usage daily. Data were collected via the Fear of Missing Out Scale and the Neuroticism Scale from the NEO-PI, administered through Google Forms. The findings reveal a significant positive correlation between neuroticism and FoMO (r = 0.704, p &lt; 0.01), indicating that students with higher levels of neuroticism are more likely to experience FoMO. These results suggest that neuroticism may enhance sensitivity to social media cues, thereby increasing feelings of anxiety and the fear of being left out of rewarding social experiences. The study highlights the need for targeted psychological interventions and educational programs to mitigate the impacts of FoMO and promote healthier social media habits. This research contributes to the broader discourse on the psychological effects of digital technologies, emphasizing the importance of addressing underlying personality traits that predispose individuals to digital vulnerabilities.

The Influence of Social Media on Seventh Grade Students' Happiness

The rapid increase in social media use among young people has raised concerns about its impact on their psychosocial attributes. This study examines the effects of social media engagement on Grade 7 students psychosocial attributes at Guisguis National High School, highlighting the relationship between social media use and aspects like interpersonal relationships and life satisfaction. Employing the descriptive research method, data was collected through self - report questionnaires, and a modified survey was utilized for assessment. The study reveals that Grade 7 learners exhibit a moderate level of understanding and responsibility in their social media usage. The learners demonstrate a high level of interpersonal relationship skills, life satisfaction, responsible online socialization, and positive social interaction. Findings suggest a positive correlation between responsible social media engagement and psychosocial well - being, underscoring the importance of fostering healthy digital habits among young learners The findings hold implications for learners, teachers, and the school community in understanding the effects of social media use on psychosocial well - being and in developing guidelines to protect learners' mental health while benefiting from social media platforms.

The Impact of Branding, Advertising, and Social Media Marketing on Consumer Purchase Intention, Brand Loyalty, and Brand Equity in the Indonesian Market

This research investigates the influence of branding, advertising and social media marketing on customer purchase intentions, brand loyalty and brand equity in the Indonesian fashion industry. Survey data from 288 Indonesian consumers were analyzed using structural equation modeling (SEM-PLS) to test the relationship between variables. The results of the analysis show that there is a positive and significant correlation between consumer behavior, social media engagement, advertising effectiveness and brand perception. Key findings show that branding, advertising, and social media marketing positively influence brand equity, purchase intention, and brand loyalty. Hypothesis testing demonstrated strong statistical significance, while assessment of the measurement model supported the validity and reliability of the measurement tools used. The structural model developed is able to explain the data adequately, emphasizing the importance of integrated marketing strategies in strengthening the relationship between consumers and brands and improving brand performance in the Indonesian fashion market. The conclusion is that fashion companies can use the insights gained to increase their presence and competitiveness in developing markets such as Indonesia. Keywords: Branding, Advertising, Social Media Marketing, Consumer Behavior

Social Media Management in Local Government: A Case Study of Bandung City Government's Instagram and Twitter (X), Indonesia

Effective social media management by the local government plays a central role in generating and shaping public engagement. Bandung City Government's just setup their Instagram and Twitter (X) accounts in year 2022, which consider having low engagement. This study aims to analyse reasons for low public engagement in the local government social media. Specifically, this study focuses on the Bandung City Government which has experienced using other social media for more than 10 years. The approach used was a case study and quantitative content analysis on Instagram and Twitter (X) accounts during the 2022 period. The results showed that the social media management of the Bandung City Government has not been effective in creating high-quality engagement. The team has not been able to optimize planning activities to create creative content. According to the needs of citizens, interaction and response to public comments are still inconsistent. In addition, evaluation activities have not been optimally used to improve management strategy improvements. The results of this study have important implications for social media management practices in local governments. The weaknesses of social media management found in this study can be used as lessons learned by other local governments to increase engagement with the public. Keywords: Local government, social media, social media management, public engagement, Twitter (X).

Exploring social media as an apparatus for audience engineering in the Nigerian theatre milieu

This study investigates the use of social media as an apparatus for audience engineering in the Nigerian theatre milieu. This interrogation becomes vital as live theatre in Nigeria continues to struggle to maintain clientele due to decreasing audience response. Using the mixed-method approach, this paper explores engaging social media channels (Facebook, YouTube, WhatsApp and Tiktok) in select experimental productions - Ifure Ufford-Azorbo’s Beyond my Scars, staged in the Model Theatre Studio (MTS) at the University of Uyo, Daniel Kpodoh’s interpretation of Ola Rotimi’s The Gods are not to Blame presented at The Arena in Port Harcourt and VickyBon Uzuazor’s Diary of a Pastor’s Wife staged in Akwa Ibom State University Pinnacle Theatre. This study is underpinned by the Technology Acceptance Model, Diffusion of Innovation and Social Media Engagement Theory in its framework. In its findings, the use of social media increases the reach of the production information to prospective audiences and also enhances the reach of theatrical presentations through live feeds; therefore, social media has proven capable of attracting new audiences for wider reception of the theatre product. This suggests that social media has become a useful apparatus for audience engineering in Nigerian theatre, enabling practitioners to leverage online platforms to shape audience engagement, build community, extend conversations and promote artistic works to reach wider audiences. The study contributes to our understanding that; social media technology is a supportive performance apparatus of connectedness and is potent in influencing and transforming the theatrical landscape in Nigeria and beyond through audience engineering. This paper therefore recommends the creative and consistent use of social media platforms as standard production protocol for the reinvigoration of the theatre milieu, especially in Nigeria.

Diving deep into digital footprints: A comparative analysis of social media engagement in Indonesian Universities

Diving deep into digital footprints: A comparative analysis of social media engagement in Indonesian Universities