Interactive Social Media Research Articles

Corporate social responsibility on social media: a scoping review of the literature

Purpose The purpose of this study is to generate a better understanding of the nature of Corporate Social Responsibility (CSR) communication on social media. In fact social media are one of the most effective communication channels in contemporary business settings. Due to their inner characteristics, they should be the ideal channel for communicating CSR topics. Over the last 15 years, a variety of researches discussed the interplay between CSR and social media, resulting in a rather tangled body of knowledge. Design/methodology/approach This study proposes a scoping review of published academic literature at the intersection of these two research bodies (i.e. CSR and social media communication) to shed light on the nature of the communication, strategic challenges and practices, as well as their key factors and impact. Findings To date, academic research related to the nature of CSR on social media is fragmented and blurry. This research sheds light on the challenges of interactive social media communication in CSR and presents an account of key strategies, tactics and possible impacts for these challenging communication practices. Originality/value This research generates a better understanding of the nature of CSR communication on social media, strategic challenges and practices, as well as their key factors and impact. It is the tentative of generating a synthetic account of relevant literature in the field.

Effects of mindfulness meditation training offered in-person and via a virtual world on self-compassion: A study with U.S. military active duty and veterans.

Mindfulness-based, in-person programs are effective at reducing stress and enhancing resilience in military and civilian samples, yet few studies have examined or compared training offered via real-time, interactive social media. Such a program would have a wider-reach and could include those unable to attend in-person. There is also interest in resolving ambiguity about the effects of mindfulness training on individual difference variables, such as self-compassion. The purpose of this research was to compare pre/post self-compassion for three interventions; Mindfulness-based Stress Reduction delivered in-person (IP), mindfulness meditation training delivered via a Virtual World (VW), and a wait-list Control Group (CG) among active duty and veteran U.S. military. A 2 (pre/post)×3 (group) factorial design was conducted with 250 active duty and veteran U.S. Military service members, with self-compassion measures as dependent variables. Self Compassion improved 10% for the IP group and 14% for the VW group, while the CG group did not improve. Combined treatment groups yielded a 10.3% improvement in self-compassion compared with no change in the CG and with a group×time interaction effect (p < 0.01). Participants with lower initial self-compassion experienced greater benefits than those with higher baseline self-compassion (p < 0.01). IP and VW Mindfulness Meditation training were equally effective in increasing self-compassion. Adding effective on-line mindfulness delivery will promote self-compassion among a more extensive audience, likely yielding improved coping, confidence, connectedness, cheerfulness, steadiness, and self-satisfaction, while lessening anxiety, fear-of-failure, and stress among participants.

Role of Electronic Word of Mouth in Generating a Prestigious Perception of the Brands

Purpose: Brand prestige can be quantified from a consumer’s perspective, but it has not yet been examined. Keeping in view that EWOM can alter behaviors and perceptions, the overall aim of this study is to assess its role in creating a prestigious brand perception and the extent to which it influences purchase decions. Design/Methodology/Approach: 300 survey responses were analyzed through mediation model template 6 of Hayes’s PROCESS macro to deduce EWOM’s contribution towards elevating the status and performance of masstige products. Findings: The mediating effect of brand prestige is higher than that of consumer engagement on purchase intention, which signifies that if the brands are able to generate enough word of mouth, consumers would equate the popularity with prestige and are likely to be praised by their social cohort. Higher effect of prestigious brand perception on consumer engagement implies that the brands have to create engaging content for their consumers rather than relying solely on their prestigious perception to boost sales. Implications/Originality/Value: This study is vital for an emerging economy such as Pakistan, where people may have money constraints but abundance of products due to the acceptance of e-commerce. Managers may want to consider incentivizing the consumers’ feedback, and focus on creating high quality interactive social media content to increase visibility and also improve engagement.

Self-Silencing and Mental Well-being in Married Individuals

The present study investigated the relationship between self-silencing, co-dependency and mental wellbeing in married individuals. The objectives of this study were to explore the relationship between self-silencing, codependency and mental wellbeing in married individuals; and to investigate the mediating role of co-dependency between self-silencing and mental wellbeing in them. The total sample of the study comprised of 154 married individuals, including equal number of men and women, selected through convenient sampling strategy. The survey forms were sent online to the participants via interactive social media networks. Data was collected from the participants using the Mental Health Continuum Short Form, Self-Silencing Scale, and Spann Fischer Co-Dependency Scale. Pearson Product Moment correlation was computed which revealed a positive correlation between self-silencing and codependency, and a negative correlation between self-silencing, codependency and mental wellbeing in married individuals. Co-dependency was found to be the negative predictor of mental wellbeing. Moreover, co-dependency was found to be a significant mediator between self-silencing and mental wellbeing. These findings contribute to the behavioral sciences by providing evidence that the experience of self-silencing and co-dependency can negatively affect mental well-being of married individuals. As a result, it may impact their intimate marital bond.

A comparative analysis of social media engagement of brand local fashion in Indonesia

The fashion industry significantly contributes to Indonesia's creative economy, accounting for 17% of the GDP in 2020. With the advent of digital technology and the resurgence of local brands, the sector has seen substantial growth, especially in e-commerce where fashion remains the top-selling category. The increased competition among local brands necessitates effective competitive strategies, particularly through social media, which has seen a dramatic rise in users, reaching 191.4 million in 2023. This research focuses on analyzing the Instagram accounts of the top 5 local fashion brands in Indonesia, as identified by the Fluenshion survey. Using qualitative case study methods and secondary data from Analisa.io, the study evaluates the social media strategies of these brands over a one-year period (2022-2023). The findings reveal varying levels of engagement and strategy effectiveness among the brands, with recommendations emphasizing the importance of content type, posting frequency, and interactive social media use to enhance brand engagement.

The Role of Content Marketing in Brand Loyalty: An Empirical Analysis

This research investigates the role of content marketing in building brand loyalty through an empirical analysis. It evaluates the effectiveness of various content marketing strategies, including informative articles, engaging videos, and interactive social media posts, in enhancing consumer loyalty. The study emphasizes the importance of consumer engagement, perceived value, and two-way communication in fostering brand loyalty. Informative articles are valued for their ability to provide useful information and build trust. Engaging videos create emotional connections and memorable experiences, while interactive social media posts encourage active participation and community building. The perceived value of content, defined by its usefulness, relevance, and quality, is critical in determining consumer engagement and loyalty. Two-way communication, involving reciprocal interactions between brands and consumers, plays a pivotal role in building loyalty. It enhances engagement by facilitating direct dialogue, personalizing interactions, and effectively addressing consumer feedback and concerns. The research concludes that brands should focus on robust communication channels, personalized content, and active feedback mechanisms to strengthen consumer relationships.

INTENTION TO BLOOD DONATION: AN EFFECT OF SOCIAL MEDIA

Indonesian people are still reluctant to donate blood. Lack of information and low level of awareness are the causes of this phenomena. Social media has a role in delivering comprehensive information about blood donation. This study aimed at examining the effects of social media in influencing individuals to donate blood. The quality of argumentation, interactive, and social media features can increase the positive attitude to donate blood and to establish blood donation intention. Data collection used were online questionnaire of @sahabatdonordarah Instagram followers as many as 200 respondents. The result of hypothesis testing using the AMOS Structural Equation Modeling analysis showed that the quality of argumentation and interactive social media had an effect on the positive attitude of blood donors in forming blood donation intentions, but it was not for social media features. These results indicated that the quality of the argumentation and interactive social media had a strong role in increasing the positive attitude of donating blood which could influence the intention to donate blood.

Web-based intervention for improving influenza vaccination in pregnant women: a cost-effectiveness analysis

ABSTRACT A website with vaccine information and interactive social media was reported to improve maternal influenza vaccine uptake. This study aimed to evaluate cost-effectiveness of a web-based intervention on influenza vaccine uptake among pregnant women from the perspective of US healthcare providers. A one-year decision-analytic model estimated outcomes in a hypothetical cohort of pregnant women with: (1) website with vaccine information and interactive social media (intervention group), and (2) usual care (usual care group). Primary measures included influenza infection, influenza-related hospitalization, mortality, direct medical cost, and quality-adjusted life-year (QALY) loss. In base-case analysis, intervention group reduced cost (by USD28), infection (by 28 per 1,000 pregnant women), hospitalization (by 1.226 per 1,000 pregnant women), mortality (by 0.0036 per 1,000 pregnant women), and saved 0.000305 QALYs versus usual care group. Relative improvement of vaccine uptake by the intervention and number of pregnant women in the healthcare system were two influential factors identified in deterministic sensitivity analysis. The intervention was cost-effective in 99.5% of 10,000 Monte Carlo simulations (at willingness-to-pay threshold 50,000 USD/QALY). A website with vaccine information and interactive social media to promote influenza vaccination for pregnant women appears to reduce direct medical costs and gain QALYs from the perspective of US healthcare providers.

The Role of Interactive Social Media in Forming Academic Public Opinion during the "COVID 19" Crisis among Students of the University of Nizwa, Sultanate of Oman

The study aimed to identify the role of interactive social media in forming academic public opinion during the crisis of Coronavirus (COVID-19) among students of the University of Nizwa in the Sultanate of Oman. The researchers used a relational descriptive methodology. The study’s population comprised of all the students of the University of Nizwa, whose number is (5505). The study sample consisted of (320) male and female students. The questionnaire was used to achieve the objectives of the study. The results of the study revealed that students' hours of using social media are high, whereas (22%) of students use it more than (12) hours a day. Regarding languages use, it is noticed that the predominant language in use is Arabic at a rate of (64.8%). The levels of the role of learning media, with averages varying between the weak and the high, took the first place with the Google app, with a mean of (3.90) and a high level, while WhatsApp took the second place with a mean of (3.80) and a high level.The researchers recommended the necessity of providing free social media for teaching university students, and paying the attention of the university administration to student public opinion through social media.

Rejuvenating Kenyan Academic Library Services in the post-COVID-19 era

Academic libraries in Kenya have invested heavily in subscribing to electronic resources through the Kenya Library Information Services Consortium (KLISC), an attempt has been made to install relevant technological infrastructure and to some extent ensured the utilisation of digital services and resources to meet the needs of their clientele. However, the COVID-19 pandemic posed a special challenge to physical library services. Academic institutions were forced to close down to reduce the spread of the virus and fully provide their services online. This paper explores the interventions academic libraries applied to provide their services during COVID-19 era with a view of rejuvenating library services in the post-COVID-19 era in Kenya. A systematic literature review was used a methodology for the study. The review of online published articles on academic libraries operations and services provision amidst COVID-19 pandemic was conducted with a view to identifying global interventions to help rejuvenate academic library services in Kenya in post COVID-19 era. Findings of this study shows thatglobally, academic libraries adopted varied online strategies to provide services. Some of these include, document delivery via email, use of VPN to access online resources, mobile apps, web-based live chat, interactive social media platforms and online meeting applications such as google class, google meet, zoom, webinars. The finding provides key insights to varied media utilized in library operations and services. Challenge that hindered optimum utilisation of the service include lack of adequate information technology infrastructure and devices, limited budgets, insufficient digital competences, and inadequate digital policies. This paper recommends development of library digital policies on use of digital resources, re-prioritize enhanced library budgets to increase e-services provision, build capacity of library staff and users and invest in appropriate IT infrastructure in order to reposition library services appropriately in the post COVID-19 era and beyond

Nutrition Intervention Through a Social Media Platform on Nutrition Knowledge and CVD Risk Factors Amongst Firefighters

Introduction: Cardiovascular disease (CVD) is the number one cause of on-duty death for firefighters. Risk factors such as hypertension, obesity, and elevated cholesterol can be used as predictors in the prevention and intervention of CVD. Social media (SM) has become a popular platform for delivering health and wellness information. The aims of this study were to examine the utility of nutrition education through a dedicated social media platform (Instagram) for supporting and enhancing nutrition knowledge and in reducing CVD risk factors amongst firefighters. Methods: In a pilot study, firefighters (n=53) were exposed to a private IG account for 6 weeks. The intervention was delivering daily evidence-based nutrition information via the SM platform. A validated Questionnaire (ANSKQ) was administered before and after the 6-week intervention period. Nutrition knowledge, anthropometric and vitals data were collected pre-post intervention. Results: Data analysis is presented as the mean, ± SD, p&lt;0.05 was deemed significant. ANSKQ results were evaluated by total, general and sports nutrition knowledge scores. The total mean score significantly increased from 46% ± 3.27 to 52% ± 13.43 (p&lt;0.0017). A 5% increase in GNK scores was also observed over the study period [60% ± 15.35 to 65% ± 19.83 (p&lt;0.04409)]. SNK scores increased by 6% over the study period [39% ± 16.01 to 45% ± 14.25 (p&lt;0.0108)]. Participants lost an average of 1.54 kg ± 2.29 (p&lt;0.00007) over the study period. Conclusions: This study suggests that nutrition education that impacts change in habits and health can be delivered over a dedicated interactive social media platform. This can have an impact on nutrition knowledge and health behaviors, as well as health outcomes in fire-fighters.

The Power of Instagram's Algorithm in Boosting the Visibility of Startups &amp; Small Businesses

As the world progresses towards digitalized platforms for ease of access, social media is getting more popular amidst the younger generations, causing marketers to quickly adapt to the social networking space to be able to interact with customers.&#x0D; India is one of the world’s fastest growing economies, with startups contributing approximately 4-5% to the nation’s gdp. The metropolitan city of bangalore serves as a hub for many up-and-coming startups and small businesses. Networking is crucial for small businesses, as word-of-mouth referrals can boost sales. Social media marketing is a cost-effective way to reach a broader audience and engage with customers. Additionally, traditional advertising channels such as billboards, flyers, and newspaper ads can still be effective in certain regions.&#x0D; In order to stand out in a saturated market such as ours, it is essential to strategize and create a marketing campaign that taps into the resources offered by interactive social media platforms the likes of instagram, facebook and many others.&#x0D; Through social media, big business can do better and small business can become better known without putting much investment on advertising. This study aims to provide insight into the seemingly vast marketing tool often underestimated by many – instagram’s algorithm.

The Effectiveness of Interactive Social Media Platform on Fitting Intention: A Case Study on TikTok During COVID-19

Since the outbreak of COVID-19 around the world, peoples lifestyles have changed a lot, who are not able to go to any public place to exercise anymore, such as gyms and parks, etc. As they increasingly realize the importance of health in their lives, people have to work out at home to increase their resistance to the pandemic. The study aims to discuss the effectiveness of interactive social media platforms on peoples fitting intentions during the pandemic. This paper further developed the Theory of Planned Behavior model and used the questionnaire survey method. This research concludes that due to COVID-19 the number of people watching the TikTok platform live fitness has increased. Thus, the spread of the TikTok platform live broadcast is a crucial factor in the increase of peoples fitting intentions. Attitude, subjective norms, and perceived behavioral control promote peoples fitting behavioral intention to participate in National Fitness Campaign during the pandemic.

A PowerPack of SuperScientists: An innovative concept by African scientists to address gender bias and inequity in science.

Underrepresentation of women in scientific leadership is a global problem. To understand and counter narratives that limit gender equity in African science, we conducted a public engagement campaign. Scientists representing six sub-Saharan African countries and multiple career stages used superhero imagery to create a diverse and unified team advocating for gender equity in science. In contrast to many traditional scientific environments and global campaigns, this "PowerPack of SuperScientists" was led by early-career Black female scientists whose perspectives are often under-represented in discussions about gender equity in science. The superhero imagery served as a powerful and fun antidote to imposter syndrome and helped to subvert traditional power structures based on age, race and sex. In an interactive social media campaign, the PowerPack developed insights into three themes: a) cultural stereotypes that limit women's scientific careers, b) the perception of a "conflict" between family and career responsibilities for women scientists, and c) solutions that can be adopted by key stakeholders to promote gender equity in African science. The PowerPack proposed solutions that could be undertaken by women working individually or collectively and interventions that require allyship from men, commitment from scientific institutions, and wider societal change. Further work is required to fully engage African scientists from even more diverse and disadvantaged backgrounds and institutions in these solutions and to enhance commitment by different stakeholders to achieving gender equity in science. Our experience suggests that creative tools should be used to subvert power dynamics and bring fresh perspectives and urgency to this topic.

Jeelo Dobara (Live Life Again): a cross-sectional survey to understand the use of social media and community experience and perceptions around COVID-19 vaccine uptake in three low vaccine uptake districts in Karachi, Pakistan

ObjectiveTo gather preliminary insights through formative research on social media usage, and experiences, attitudes and perceptions around COVID-19 and COVID-19 vaccination in three high-risk, underserved districts in Karachi, Pakistan.DesignCross-sectional mixed-method...

Social Media and COVID -19 Pandemic: Accelerating the Learning of English as a Foreign Language (EFL)

COVID-19 began in China (2019) and spread to other nations and become a world pandemic (2020). The news media and social media platforms have played an important role in information dissemination about the Coronavirus throughout the world. During COVID-19 Pandemic, social media has become a key tool for enhancing social networking and information sharing via the web. As more people turn to the internet for health information, social media platforms are helping to spread life-saving precautions that individuals, families, and communities may take to reduce their chance of contracting the virus. Language learners are linked to interactive social media platforms in Social Media Language Learning. The goal of this study was to look at the role of social media during COVID in foreign language acquisition. The participants in this study were Saudi Arabian college students. The study’s sample comprised 200 (n=200) college students, and the social media platforms investigated included Facebook, Instagram, Twitter, LinkedIn, Youtube, WhatsApp, Telegram, Snapchat and other platforms. Questionnaires were used to collect the data. The results indicated that the students used various social media platforms in order to get the appropriate information about the virus which indirectly helped and motivated them to learn a new language. These learners lack the self-motivation needed to use social media to develop their English language abilities. The study discovered that adopting online social media during a pandemic for English language learning had a significant impact on interactions with peers and teachers.

Mapping gendered spaces and women’s rights in the modern egyptian public sphere

This paper draws on secularisation and feminist theories to analyse the intersection between political, religious and economic factors in defining the gendered borders and women’s rights in the modern Egyptian public sphere. However, this present study concludes that the struggle for power between Islamists and secular-oriented forces and the rise of interactive social media platforms in a patriarchal class society revived the heated debates on women's rights, gendered spaces and the role of religion in the public sphere. Discussions point to a wide range of Egyptians' responses to these issues and also suggest that a new feminist consciousness and behaviour are growing. This new feminist consciousness is more grounded in a socio-economic context than a religious one. Therefore, this study suggests a need for serious societal and legal discussions to re-actualise laws pertaining to women's rights and visibility in the public sphere. These laws and a pro-women discourse should cope with the current socio-economic context and individuals' needs and aspirations in their globalized societies.

#Fitmom: an experimental investigation of the effect of social media on body dissatisfaction and eating and physical activity intentions, attitudes, and behaviours among postpartum mothers

BackgroundResearch has shown that body dissatisfaction is higher during the postpartum period compared to other periods of life, and strongly associated with disordered eating behaviours, which can lead to adverse health outcomes. While results from cross-sectional studies suggest that social media may play an important role in body dissatisfaction among postpartum mothers, causal inference is limited due to the observational nature of the existing research. The objective of this study is to experimentally test the effect of body-focused social media on the body dissatisfaction and eating and physical activity intentions, attitudes, and behaviours of postpartum mothers.MethodsPostpartum mothers of infants 0–6 months (n = 132) were randomly assigned to view either body-focused social media posts (n = 65), or a control set of infant feeding tips (n = 67). ANCOVA was used to examine differences between the intervention and control group on levels of body dissatisfaction, eating and physical activity intentions, attitudes, and behaviours. There were two follow-up time points, immediately post intervention and 1-month post intervention to measure potential sustained effects of intervention.ResultsExposure to body-focused social media posts resulted in higher levels of body dissatisfaction, mean difference 1.54 (p = 0.002); poorer body image, mean difference 0.41 (p = 0.007); eating attitudes, mean difference 2.26 (p = 0.025); and higher levels of restrained eating behaviours, mean difference 0.39 (p < 0.001) among the intervention group post intervention. Mothers in the intervention group also reported higher levels of inspiration to be active, mean difference 0.48 (p = 0.021) post intervention. A sustained effect was found for restrained eating, mean difference 2.03 (p < 0.001) and poorer eating attitude, mean difference 0.29 (p = 0.001) at 1-month follow-up. No sustained effects were found for any other outcomes at 1-month follow-up.ConclusionSocial media exposure to body-focused social media posts negatively affect postpartum mothers’ body dissatisfaction and health behaviours. Further experimental research that includes an interactive social media component is needed among this population.Trial Registration:NCT05181280, Study ID Number: 054798. Registered 06/01/2022. Retrospectively registered, https://clinicaltrials.gov/ct2/show/NCT05181280.

The Effect of Interactive Social Media Platforms on Stock Market Participation During the COVID-19 Pandemic in Indonesia: Case Study in the Java Island

This paper aims to examine the effect of learning from interactive social media platforms on stock market participation of domestic retail investors during the COVID-19 pandemic in the Java Island, Indonesia. The upsurge of retail investors and active social media users and also the detrimental effect of COVID-19 pandemic on Indonesia stock market became the urgent opportunity to increase the stock market participation. Analysing a survey data consists of 362 respondents, we find that the increase in number of social networking sites and online stock communities promote stock market participation. Furthermore, Instagram, Twitter, and YouTube are proven to increase stock market participation for social networking sites and for online stock communities, Telegram is also proven to increase stock market participation. On the other hand, there is no enough evidence that Facebook significantly promote stock market participation. Our findings suggest policymakers should consider social media platforms that promote stock market participation when developing financial education program. Therefore, it is hoped that the increase in stock market participation will lead to a better economic condition for Indonesia.

Understanding the role of influencers on live streaming platforms: when tipping makes the difference

PurposeThis study aims to examine if the participation of live-stream influencers (LSIs) affects tipping frequency on live streaming platforms, and further investigate the mediating and moderating mechanisms.Design/methodology/approachQuasi-experiment and difference-in-differences models are used for data analysis. Propensity score matching is used to address potential unobservable endogeneity.FindingsReal-time live streaming data reveal that LSIs’ participation significantly improves tipping frequency in live streaming rooms. Also, more users are attracted to the live streaming rooms and more users become active in participation. Additionally, the positive impact of LSIs’ participation is enhanced in the live streaming rooms with a greater number of relationship links between users.Research limitations/implicationsThe findings clarify the new role of influencers and reveal the mechanisms on how LSIs benefit the platforms.Practical implicationsThe findings offer novel insights into implementing influencer marketing to interactive social media platforms, by encouraging influencer participation, user relationship building and influencer network growth.Originality/valueThis study highlights the value of LSIs for interactive social media platforms in terms of organic growth, revenue generation and cost reduction.