Social Media Communication Research Articles

Удосконалення маркетингової діяльності підприємства засобами цифрових комунікацій у соцмережах

Attention in this article is focused on the substantiation of the applied principles of building long-term relationships of interaction between customers and enterprises in the face of modern challenges. The aim of the study is to substantiate and develop recommendations for improving the marketing activities of enterprise by means of digital communications in social networks. To achieve this goal, formal, dialectical and specific methods were used, in particular structural and logical analysis, desk research, content analysis. The article consistently reveals the mechanism of the process of promoting goods/services through digital channels of social networks. The stages of promotion of goods/services through digital channels of social networks are systematized. To carry out monitoring and analytics, it is proposed to use a combined approach, using marketing services and built-in Instagram analytics. The features of the application of the main engagement metrics of the target audience in the Instagram social network are described: ER (engagement rate) and ERR (involvement in the post). Approbation of marketing tools in social media on the example of a manufacturing enterprise has been carried out. The tools for building digital communications in social media are studied. The relationship between personal sales (in salons), sales promotion through an Instagram business account, the launch of paid targeted advertising and the use of influencers or industry experts for cooperation is substantiated. Recommendations for improving marketing activities have been developed. The main directions of improving the marketing activity of enterprise by means of digital communications in social networks are presented. Among them, the following are identified: the closest interaction with their customers through the development of digital communication channels; finding solutions that can affect competitiveness through the formation of a value proposition for a specific product; increasing the recognition of the enterprise’s products in the market, which will allow you to reach a wider audience and gain the trust of consumers.

Цифровая грамотность пациентов наркологического профиля: факторы, влияющие на использование компьютеров и ноутбуков

Background. Studying the user experience of eventual target groups for digital services is important both for assessing the feasibility of using information and communication technologies in the case and for involving patients in the activities of therapeutic groups and communities in social media. Study aim. To study the influence of socio-demographic characteristics of patients undergoing inpatient treatment in a drug treatment facility on their use of personal computers/laptops. Materials and methods. Cross-sectional study using a specially designed questionnaire of a non-deterministic sample of addiction patients (n = 1168) hospitalized at the Moscow Scientific and Practical Center for Addictions. Statistical analysis was conducted in IBM SPSS 25.0. Study results. Statistically significant differences were noted in the use of personal computers and laptops depending on the age, level of education and economic activity of respondents. Conclusions. Predictors of active use of computers and laptops by patients are: young age; employment; higher education. The results of the study can be used to target addiction clinic patients according to socio-demographic parameters in order to implement telemedicine approaches in the process of their outpatient support.

Identifying sources of noise within the networked interplay of marketing messages in social media communication

Identifying sources of noise within the networked interplay of marketing messages in social media communication

A Book Review of Translation and Social Media Communication in the Age of the Pandemic —The Role of Translation during the COVID-19 Pandemic in the Social Media Era

A Book Review of Translation and Social Media Communication in the Age of the Pandemic —The Role of Translation during the COVID-19 Pandemic in the Social Media Era

Research on Social Media, Short Video, Digitization and International Communication of Chinese Culture

Abstract Social media have become a pivotal platform for countries to engage in international discourse in the context of globalization and integration. In this study, a six-degree communication model is utilized to construct the online communication body of Chinese culture. Based on the social network analysis method, a communication analysis is completed for Chinese culture’s international communication. As a final step, 434 effective communication samples are chosen as research objects on the TikTok platform, which combines social media, short videos, and digital technology to facilitate the international communication of Chinese culture. The results show that on the TikTok platform, the global communication distance effect of Chinese culture is reflected in the network distance of 0.3900, the content distance of 0.2971, and the emotional distance of 0.3129, all of which are much smaller than the communication distance of traditional methods. The way Chinese culture spreads on TikTok, a platform that combines social media, short videos, and digitization, exhibits a degree of efficacy and feasibility.

Sequencing conversational turns in peer interactions: An integrated approach for evidence-based conversational agent for just-in-time nicotine cravings intervention.

Risky health behaviors place an enormous toll on public health systems. While relapse prevention support is integrated with most behavior modification programs, the results are suboptimal. Recent advances in artificial intelligence (AI) applications provide us with unique opportunities to develop just-in-time adaptive behavior change solutions. In this study, we present an innovative framework, grounded in behavioral theory, and enhanced with social media sequencing and communications scenario builder to architect a conversational agent (CA) specialized in the prevention of relapses in the context of tobacco cessation. We modeled peer interaction data (n = 1000) using the taxonomy of behavior change techniques (BCTs) and speech act (SA) theory to uncover the socio-behavioral and linguistic context embedded within the online social discourse. Further, we uncovered the sequential patterns of BCTs and SAs from social conversations (n = 339,067). We utilized grounded theory-based techniques for extracting the scenarios that best describe individuals' needs and mapped them into the architecture of the virtual CA. The frequently occurring sequential patterns for BCTs were comparison of behavior and feedback and monitoring; for SAs were directive and assertion. Five cravings-related scenarios describing users' needs as they deal with nicotine cravings were identified along with the kinds of behavior change constructs that are being elicited within those scenarios. AI-led virtual CAs focusing on behavior change need to employ data-driven and theory-linked approaches to address issues related to engagement, sustainability, and acceptance. The sequential patterns of theory and intent manifestations need to be considered when developing effective behavior change CAs.

Social Media and Online Communities’ Effect on Organic Product Purchase Intention in Emerging Markets

Customer purchase intention is impacted by various factors and have been studied extensively in literature and invarious contexts. Organic products are becoming more and more popular with many people seeking to live healthier lifestyles whereas social media has also presented customers with a new aesthetic that is pleasing to them and incorporates organic products. Hence, through literature review, this study assessed the influence of social media and online communities on customer purchase intention. The specific objectives of the study were to: Establish the effect of social media platforms on the purchases of organic product in emerging markets; Establish the role of instagrammability on customer purchase intention of organic products; Determine the role of online communities on customer purchase intention of organic products in emerging markets. It is understood that social media does play a part in influencing customer behavior in case of organic products. This is especially notable in emerging markets that is new to the digital world. The availability of knowledge regarding organic products on social media platforms have had a significant impact on purchase intention of consumers as they can see reviews in real time and order based on electronic word of mouth. This study is limited as it only includes studies that have self-reported results of internet users regarding purchase intention towards organic foods.

Developing The Tourism Destination Image Through Social Media: The Case Of Vietnam

This research aims to identify the positive factors of social media communication that influence tourists' perceptions of destination image. Subsequently, the research has proffered several propositions for the enhancement of destination image through social media platforms. To realize these objectives, the investigation employed a questionnaire-based survey methodology. Data collection encompassed the distribution of 300 questionnaires among university students across the Hanoi region, with analysis conducted employing SPSS 20 software. This study identified Attitude, Advertising Appeal, Content Similarity, Usefulness, Information Accuracy, and Honesty as factors exerting a positive influence on tourists' perceptions of destination image.

The Role of Social Media Communication in the Enforcement of Jadara University Students’ Educational Values from their Viewpoint

The Role of Social Media Communication in the Enforcement of Jadara University Students’ Educational Values from their Viewpoint

Social Media Communication Analysis of Covid-19 Infodemic by Medical Practitioners in China

Social Media Communication Analysis of Covid-19 Infodemic by Medical Practitioners in China

Navigating the Banking Landscape: The Power of Social Media Communication

Navigating the Banking Landscape: The Power of Social Media Communication

New Technologies and Political Competition: the Impact of Social Media Communication on Political Contributions

New Technologies and Political Competition: the Impact of Social Media Communication on Political Contributions

Adapting social media strategies: a comparative analysis of Turkish Airlines, Qatar Airways, and Emirates before, during, and after the COVID-19 Pandemic

In recent years, the aviation industry has transformed significantly, driven by the increasing importance of digital technologies and social media for communication and marketing. The COVID-19 pandemic accelerated this transformation, posing unprecedented challenges to airlines. The present study investigates how Turkish Airlines, Qatar Airways, and Emirates adapted their social media strategies before, during, and after the pandemic. The research has a threefold focus: (i) assessing pre-pandemic social media strategies, (ii) examining strategy evolution during the pandemic, and (iii) comparing the effectiveness of these strategies before and after COVID-19. By exploring how these airlines leveraged social media to navigate pandemic-related disruptions and maintain vital connections with passengers, this study provides valuable insights. These findings hold significant implications for aviation stakeholders, marketing professionals, and researchers, shedding light on the evolving role of social media in crisis communication and marketing. The study uncovered interesting changes in how airlines use Twitter. After the pandemic, they started using more emojis, and their messages shifted from promoting services to expressing hope during the pandemic and back to promotions afterward. They played with visuals and hashtags. Pricing-wise, they offered discounts for students, different ticket options, and bundled services. In promotions, they focused on being environmentally and socially responsible, user convenience, and specific events. They mainly shared updates on flights, achievements, and travel advice. To engage people, they used quizzes, replied directly to customers, and targeted specific groups. For marketing managers, the study suggests being more customer-focused, emphasizing environmental and social responsibility, offering diverse pricing, celebrating milestones, and creating engaging content. Overall, the findings provide practical insights for adjusting marketing strategies in the ever-changing world of airlines, especially considering the challenges brought by COVID-19.

The Mediating Role of Brand Trust Concerning the Impact of Social Media Communication on the Corporate Reputation

Purpose –The study aimed to identify, interpret, and create a scientific resource concerning the effect of social media communication on corporate reputation and the mediation role of brand trust.Design/Metodology/Approach –In the study, the automotive sector, which is one of the sectors that actively uses social media communication channels, was discussed. The population of the study was composed of the users of 4 automotive companies (Ford, Toyota, Hyundai, Mercedes-Benz) who use predetermined social media channels. In this context, data were obtained from users through a survey form, and the research was analyzed using the IBM SPSS Statistics for Windows 23.0 and IBM SPSS AMOS 21 statistical andmodeling package programs.Findings –According to the findings of the study, it was determined that brand trust takes on a mediator role (partial) concerning the effect of the sub-dimensions of social media communication on the corporate reputation. Discussion –According to the findings, it is possible to say that the social media communication activities in a business have an impact on the reputation of the corporation. It is also possible to say that the brand trust plays a role in the corporate reputation created by social media communication. It was found that this result was parallel to other studies in the literature. The fact that the study as it is expected to give tips to company managers in both the designated sector and other sectors, and to provide functionality to the management science literature.

The Effect of Corporate Reputation on Perceived Risk and Repurchase Behavior in Digital Marketing

Purpose -In the study, the corporate reputations of e-commerce companies in the online environment and the risk attitudes perceived by the consumer were measured and their effects on their repurchase behaviors were analyzed statistically. However, the mediating role of social media communication in these effects has been revealed. In addition, with the COVID-19 pandemic, great changes have occurred in the habits of consumers. In Turkey, with the evolution of traditional shopping to online shopping and the transfer of payment methods to mobile payment methods, changes have occurred in the marketing literature. For this reason, it is thought that this study is important in terms of being a source for the literature.Design/methodology/approach -Quantitative research methods were used in the study. The data were collected by the online survey method. The research was carried out on people with online shopping experiences in Afyonkarahisar. In this context, 510 people participated in the study. Theobtained data were analyzed with the help of SPSS and SmartPLS 4.0 programs.Findings -It has been determined that the corporate reputation created in the online environment has a positive effect on the repurchase behavior and the social media communication created by the companies. It has been seen that the social media communication created by the companies has a mediating effect on the relationship between the corporate reputation created in the online environment and the repurchase behavior. In addition to this situation, it was concluded that the social media communication created by the companies did not have a mediating effect on the relationship between online perceived financial risk and repurchase behavior.Discussion -There are previous studies to measure the perceptions of consumers about digital marketing and online shopping. There are also studies on corporate reputation management, but there is no study that deals with corporate reputation management in the digitalenvironment and its effects on perceived risk and repurchase behavior, and the mediating effect of social media communication both from the firm’s and the user's point of view. In this respect, it is anticipated that the study will contribute to the literature. When the findings of the study are evaluated in general terms, it is that the corporate reputation created in the online environment has an effect on the perceived financial risk and repurchase. In this context, if companies want to be ahead of their competitors in the competitive world; While managing their reputation, which is the impression of how they are perceived by their employees, stakeholders, and consumers on digital platforms, they should be aware of the sensitivity of this issue and develop appropriate

The Role Of Politeness Theory In Resolving Misunderstandings In Social Media Communication

The Role Of Politeness Theory In Resolving Misunderstandings In Social Media Communication

Semantic and Pragmatic Dynamics in Virtual Communication: Speech Act Analysis Hashtag #Julidfisabilillah on Twitter

This research explores the dynamics of semantics and pragmatics in virtual communication, particularly focusing on social media interactions. It examines how the meaning and usage of words and phrases (semantics) combined with the context of language use (pragmatics) significantly influence digital identity formation and online community building. The study highlights that language in social media serves not only as a communication tool but also as a means for expressing emotions, attitudes, and opinions. Notably, it observes how specific word choices and symbols often indicate membership in certain communities or stances on specific topics. Additionally, the research delves into the complex dynamics of speech acts in social media, illustrating how users tailor their expressions to specific online contexts. This tailoring involves both semantic content and pragmatic nuances, including word choice, sentence structure, and symbol usage, actively shaping and maintaining social identities in a virtual environment. A case study on the use of the hashtag #JulidFisabilillah on Twitter provides a concrete example of these findings. The hashtag functions as a communal identity marker and a reflection of the broader social and cultural context in which it is used. This case study underscores the interaction between semantics and pragmatics in shaping meaning and identity in virtual communication. Overall, the research concludes that a thorough understanding of social media communication requires an analysis that goes beyond what is said to how and in what context it is said. This study provides new insights into the complexities and depths of virtual communication, emphasizing the significance of context in analyzing communication in the digital era.

Using competition for plasma donor recruitment and retention: An Australian university case study.

Using evidence from one Australian university's participation in the Vampire Cup (an 8-week national inter-university blood donation competition), this study aimed to (1) understand important motivators and successful promotional strategies driving engagement in the competition, and (2) determine the impact of competition on the recruitment and retention of young adult plasma donors. We used a sequential explanatory mixed-methods design involving a self-administered survey (Study 1, n = 64) and four focus groups (Study 2, n = 20) with plasma donors aged 18-29 years who participated in the 2021 Vampire Cup. Also, we used a 12-month prospective comparative cohort analysis (Study 3) of those who did (n = 224 'competition donors') and did not (n = 448 control group) present to donate for the Vampire Cup. Competition was a strong motivator, with 76% of survey participants donating to help their university win the Vampire Cup. The survey and focus groups suggested that successful engagement in the competition was due to peer-led recruitment, leveraging existing rivalries at both the inter- and intra-university level, and using prize draws to create an active online social community promoting blood donation. Competition donors donated plasma significantly more often during the competition but donated at similar rates after the competition, compared to the control group. Rivalry-based competition strategies, combined with enthusiastic team leaders and an active social media community, can help to recruit, and retain, young adult plasma donors, and motivate an intermittent boost to donation frequency over a short period each year.

Nonlinear bias toward complex contagion in uncertain transmission settings.

Current epidemics in the biological and social domains are challenging the standard assumptions of mathematical contagion models. Chief among them are the complex patterns of transmission caused by heterogeneous group sizes and infection risk varying by orders of magnitude in different settings, like indoor versus outdoor gatherings in the COVID-19 pandemic or different moderation practices in social media communities. However, quantifying these heterogeneous levels of risk is difficult, and most models typically ignore them. Here, we include these features in an epidemic model on weighted hypergraphs to capture group-specific transmission rates. We study analytically the consequences of ignoring the heterogeneous transmissibility and find an induced superlinear infection rate during the emergence of a new outbreak, even though the underlying mechanism is a simple, linear contagion. The dynamics produced at the individual and group levels are therefore more similar to complex, nonlinear contagions, thus blurring the line between simple and complex contagions in realistic settings. We support this claim by introducing a Bayesian inference framework to quantify the nonlinearity of contagion processes. We show that simple contagions on real weighted hypergraphs are systematically biased toward the superlinear regime if the heterogeneity of the weights is ignored, greatly increasing the risk of erroneous classification as complex contagions. Our results provide an important cautionary tale for the challenging task of inferring transmission mechanisms from incidence data. Yet, it also paves the way for effective models that capture complex features of epidemics through nonlinear infection rates.

The Influence of Communication Through Social Media on Brand Equity in Shaping Nike Product Purchase Intentions

The development of social media indicates a new trend where companies use social media for communication and product promotion. By utilizing social media, companies can interact with consumers, making social media communication created by companies an essential element of the company's promotional mix (Poulis et al., 2018). The purpose of this study is to determine the influence of social media communication on brand equity and brand attitude in shaping the purchase intention of Nike products. This research employs Structural Equation Modeling (SEM) analysis with the assistance of AMOS software, involving a total sample of 223 respondents. The results of this study show that firm-created content and user-generated content have a positive impact on brand equity. User-generated content has a positive effect on brand attitude, while firm-created content does not have a positive effect on brand attitude. Furthermore, brand equity and brand attitude have a positive impact on purchase intention. This study reveals that user-generated communication has a more significant influence on purchase intent through brand equity and brand attitude. Brand equity and brand attitude are crucial factors in the purchase intention of a product.