Social Media Communication Research Articles

Factors affecting brand attachment in the social media channels: Case of university in Vietnam

Originated from the reason that Hanoi University of Industry (HaUI)’s current social media network is still limited, specifically HaUI's Fanpage has not yet been green-checked, thereby leading to weak brand attachment have little impact on university admissions. From collecting data from information sources such as newspapers, social networking sites, the author has inherited previous studies to propose a research model and conduct quantitative research analysis. Through designing a survey questionnaire and randomly sending it to individuals who are studying and working at HaUI, specifically lecturers, staff and especially the university students. The study obtained 338 valid responses that were coded and cleaned using SPSS and AMOS software. After the cleaning and coding step, reliability testing, exploratory factor analysis, confirmatory factor analysis and structural equation modelling were conducted. The research has made a significant theoretical contribution in terms of the important mediation role of brand awareness, perceived quality and university reputation in the relationship between social media communication and brand attachment. From there, it also provided the practical contribution to improve the association of the brand with students, to perfectionate the social networking sites,to share positive things, interesting, attractive and relevant lessons.

The effect of consumer-perceived COVID-19 ad value on health-protective behavior: Mediating role of engagement

Though the pandemic has passed, social media-based messaging continues to exhibit COVID-19-related cues (e.g., wearing a face mask to stay safe), continuing to foster consumers’ health-protective behavior. However, it remains unclear how social media communications (e.g., advertising) affect such behavior, exposing an important literature-based gap. Addressing this gap, we deploy Ducoffe’s advertising value model to examine how pandemic-related advertisements (e.g., those urging consumers to stay safe, including post-the pandemic) impact their health-protective behavior. We also examine how consumer engagement (CE) mediates these associations. To explore these issues, we collected data from a sample of 301 Gen Z consumers, which was analyzed using partial least squares structural equation modeling (PLS-SEM). We find that informative, credible, irritating, and obtrusive ads raise consumer engagement and health-protective behavior. Engagement was also found to strengthen these associations, revealing their strategic value. We conclude by outlining important theoretical and practical implications that arise from our analyses.

Are diverse models really non-idealized? Investigating body positivity public feed posts of fashion and beauty brands on instagram

Research increasingly explores body positive (BoPo) messaging and diverse model representation in advertising. Fashion and beauty brands are incorporating diverse models in traditional media to address criticisms of promoting narrow appearance ideals, yet their social media communications remain understudied. This content analytical study (n = 460 models, 16 brands) analyzes BoPo messages and diverse model representation in fashion and beauty brands’ Instagram posts. Variations according to the brands’ reputation, posts’ framing, and posts’ popularity were considered. Results showed that although diverse models appeared to be prominently featured in the brands’ Instagram posts (71.50%; n = 329), the majority of these posts displayed only one aspect of diversity. Racial diversity was the most represented diversity trait (76.29%, n = 251), while body (32.80%, n = 151), facial (12.10%, n = 38), and generational diversity (22.50%, n = 73) were limited. The sexualization frame (88.70%, n = 408) prevailed over the empowerment frame (32.40%, n = 149). Positive changes were noted with the empowerment frame significantly relating to the representation of diverse models. Yet, this study also highlighted that such positive messages still co-occur with negative messages as an empowerment frame co-occurred with a highly prevalent sexualization frame.

Instagram Social Media Communication in Pandemic Times: A Deductive Qualitative Analysis of a Portuguese Digital Influencer’s Profile

The power of social media as an influential tool is undeniable, and influencer marketing has emerged as a strategic element, introducing innovative methods of communication, promotion, and advertising to support content creators (Brown & Hayes, 2008). In this context, the study aimed to analyze the impact of the COVID-19 pandemic on the communication strategies of Portuguese digital influencer Helena Coelho. The focus was on the content shared on her primary platform, Instagram, widely recognized for influencer marketing. The epidemiological crisis triggered by the pandemic raised the crucial question of how content creators adapted to new ways of communicating with the public. This period of uncertainty imposed significant challenges, forcing creators to reevaluate their communication strategies. To understand these adaptations, the research presented in this paper adopted a deductive qualitative approach, which enabled an in-depth analysis of the content posted by Helena Coelho, a highly followed Portuguese Instagram influencer. A focus group was conducted and included a convenient purposive sample of five female individuals, aged between 22 and 24 years and all active followers of the influencer's Instagram account. The study also resorted to observational research techniques with which 60 Instagram posts, collected between April 1st and April 31st, 2019, and April 1st and April 31st, 2020. This interval was chosen to identify changes in the influencer's communication strategies, covering both pre-pandemic and active pandemic periods. The results revealed that, although the influencer faced challenges due to the lack of common everyday activities during the lockdown, she was able to adjust her communication strategies, engaging the audience through home-produced content such as live streams and challenges, and effectively utilizing hashtags. As a consequence of these adjustments, the influencer experienced a substantial growth in her number of followers and engagement rate on Instagram in 2020 when compared to 2019. The collected and analyzed data indicate that the changes in her communication strategy, due to limitations derived from the pandemic, had a positive impact on her overall results, contributing to her growth and influence in the digital landscape.

See it, share it: what makes social media content viral in the higher education context? The power of positive affective content

PurposeThis research examines how universities enhance the virality of their social media messages among students. Specifically, we explore whether and how positive affective content in universities’ social media posts can influence sharing behavior. We also investigate the mediating roles of perceived effort and positive emotional reaction, as well as the moderating effect of visual content (i.e. photos).Design/methodology/approachDrawing upon the emotions as social information model, we conducted (1) an online experiment (N = 222) and (2) text analysis of 1,269,798 Twitter posts extracted from the accounts of 94 UK universities over 11 years (2010–2020) to test our hypotheses.FindingsThe findings show that social media posts containing positive affective content encourage sharing behavior and the relationship is mediated by both perceived effort and positive emotional reaction. An additional finding suggests that the use of visual content (photos) strengthens the relationship between positive affective content and sharing behaviors through an interaction effect.Originality/valueThis study contributes to the scant research focusing on positive affective content in the higher education context. The findings shed light on how universities could create social media communications that engage current and prospective students.

Difference in Rumor Dissemination and Debunking Before and After the Relaxation of COVID-19 Prevention and Control Measures in China: Infodemiology Study.

The information epidemic emerged along with the COVID-19 pandemic. While controlling the spread of COVID-19, the secondary harm of epidemic rumors to social order cannot be ignored. The objective of this paper was to understand the characteristics of rumor dissemination before and after the pandemic and the corresponding rumor management and debunking mechanisms. This study aimed to provide a theoretical basis and effective methods for relevant departments to establish a sound mechanism for managing network rumors related to public health emergencies such as COVID-19. This study collected data sets of epidemic rumors before and after the relaxation of the epidemic prevention and control measures, focusing on large-scale network rumors. Starting from 3 dimensions of rumor content construction, rumor propagation, and rumor-refuting response, the epidemic rumors were subdivided into 7 categories, namely, involved subjects, communication content, emotional expression, communication channels, communication forms, rumor-refuting subjects, and verification sources. Based on this framework, content coding and statistical analysis of epidemic rumors were carried out. The study found that the rumor information was primarily directed at a clear target audience. The main themes of rumor dissemination were related to the public's immediate interests in the COVID-19 field, with significant differences in emotional expression and mostly negative emotions. Rumors mostly spread through social media interactions, community dissemination, and circle dissemination, with text content as the main form, but they lack factual evidence. The preferences of debunking subjects showed differences, and the frequent occurrence of rumors reflected the unsmooth channels of debunking. The χ2 test of data before and after the pandemic showed that the P value was less than .05, indicating that the difference in rumor content before and after the pandemic had statistical significance. This study's results showed that the themes of rumors during the pandemic are closely related to the immediate interests of the public, and the emotions of the public accelerate the spread of these rumors, which are mostly disseminated through social networks. Therefore, to more effectively prevent and control the spread of rumors during the pandemic and to enhance the capability to respond to public health crises, relevant authorities should strengthen communication with the public, conduct emotional risk assessments, and establish a joint mechanism for debunking rumors.

How do NPOs’ topics and moral foundations in gun-related issues influence public engagement on Twitter?

PurposeDrawing on the moral foundations theory (MFT), we examine what nonprofit organizations (NPOs) discuss and how NPOs engage in gun-related issues on Twitter. Specifically, we explore latent topics and embedded moral values (i.e. care, fairness, loyalty, authority, and sanctity) in NPOs’ tweets and investigate the effects of the latent topics and moral values on invoking public engagement.Design/methodology/approachData were retrieved by the Twint Python and the rtweet R packages. Finally, 5,041 tweets posted by 679 NPOs were analyzed via unsupervised topic modeling and the extended moral foundations dictionary (eMFD). Negative binomial regression analysis was employed for statistical analysis.FindingsNPOs’ engagement in gun-related issues mainly focuses on laws and policies, calling for action and collaborations, and school safety. All five moral foundations are more salient in the cluster of laws and policies. When NPOs discuss the above-mentioned three topics, the public is less likely to like or retweet NPOs’ messages. In contrast, NPOs’ messages with the sanctity foundation are most likely to receive likes and retweets from the public. The fairness foundation interacts with Cluster 3 of school safety on the number of likes.Originality/valueThis study enhances the understanding of gun-related social media discussions by identifying the crucial involvement of NPOs as major stakeholders. In addition, our study enriches the existing literature on NPOs’ social media communication by including moral values and their moral-emotional effects on public engagement. Finally, our study validates the eMFD dictionary and broadens its applicability to gun-related topics.

Does firm-created social media communication develop brand evangelists? Role of perceived values and customer experience

PurposeThe social media communication of luxury service firms remains largely unexplored. This study explores the influence of firm-created social media communication (FCSMC) on predicting brand evangelism (BEM) via perceived values, including functional value (FV), emotional value (EV) and social value (SV), by embedding the direct and moderating influence of customer experience (CX) on brand evangelism in the luxury hotel sector.Design/methodology/approachThis study recruited 405 regular travelers to participate in an online survey. Following meticulous data curation, the empirical analysis was performed on 363 responses using structural equation modeling.FindingsThe findings revealed that FCSMC substantially impacted perceived values, including FV, EV and SV, as well as BEM. Likewise, perceived values, including FV and EV, were positively associated with BEM. In addition, this study revealed that CX exhibited significant predictive capability with its direct and moderating effects on BEM in the luxury hotel sector.Originality/valueThis original research advances the uses and gratifications theory and attribution theory. It provides novel theoretical insights and practical recommendations for the luxury hotel sector.

KOMUNIKASI ANTAR BUDAYA (Studi Tentang Komunikasi Antar Budaya di Kalangan Mahasiswa Suku Bugis dan Suku Konjo di Universitas Islam Ahmad Dahlan Sinjai

This research aims to find out how intercultural communication works (study of intercultural communication among Bugis and Konjo ethnic students at Ahmad Dahlan Sinjai Islamic University. This research is field research, which is based on the results obtained through field research. The data collection technique is observation, interviews and documentation using data analysis, namely data reduction, data display and data verification. The main instruments in this research are the researchers themselves and other types of instruments that the researchers use as research instruments as follows: observation guidelines, interview guidelines, and communication tools The results of the research can be concluded that: First, the forms of communication that are often carried out by Konjo ethnic students and Bugis ethnic students at UIAD Sinjai are interpersonal communication, group communication and social media communication. Second, the communication barrier between Konjo ethnic students and Bugis ethnic groups is the use of the language of each tribe, the use of each dialect which sometimes causes misunderstandings

Beyond Aesthetic Communication Strategies in Improving the Company's Image Through Social Media

This study aims to analyze the role of social media in Beyond Aesthetics' communication strategy on improving their company image in the competitive world of beauty industry as a medical aesthetic specialist in Indonesia. This study uses qualitative research method, case study methodology and using strategic planning for Public Relations which analyze the situation, strategy, tactics, and evaluative research. To achieve the required information, the company's social media was analyzed and The Director of Sales and Operations and related staff was interviewed to give their in-depth knowledge about the company's communication strategy which resulted in using integrated and proactive communication strategy using educational approach while having a strong understanding of consumer needs and the market's dynamics and quickly adapting with the rapid changes in the industry are the Beyond Aesthetics' social Media Communication Strategy. In conclusion, based on this study, the right media, creating interesting content, and implementing the appropriate communication strategies plays a big role in building a positive company image in the eyes of the stakeholders and ensuring their loyalty for Beyond Aesthetic to reach their success.

Social Media Image Construction and Communication of Sports Athletes

With the development of social media, it has become more and more a distinctive phenomenon for sports athletes to present themselves and spread sports culture through operating personal social media accounts. As the national sport of China, table tennis has long enjoyed widespread attention, and the athletes are also the focus of the public. In this regard, this paper selected eight Chinese table tennis athletes in different growth periods in a balanced manner according to the demographic approach. With the content and text analysis methods, the paper collects data and text from their social media accounts represented by Weibo, and analyzes the content and effects from aspects of sports communication, health communication, brand communication, social value communication and entertainment daily communication. After analyzing the current operation and exposed shortcomings of the personal social media of sports athletes represented by them, the paper puts forward three feasible suggestions: “build a good media image, convey positive energy actively,” “raise the awareness of media management, explore the possibilities of cross-border” and “enhance the ability of media operation, create differentiated personalities,” to contribute media power to the in-depth implementation of the "Healthy China" Initiative and the development of China's sports industry.

A pre-post evaluation study of a social media-based COVID-19 communication campaign to improve attitudes and behaviors toward COVID-19 vaccination in Tanzania.

In Tanzania, the One by One: Target COVID-19 campaign was launched nationally in July 2022 to address the prevalent vaccine hesitancy and lack of confidence in COVID-19 vaccines. The campaign mobilized social media influencers and viral content with the ultimate goal of increasing COVID-19 vaccine uptake in the country. The objective of this study was to empirically assess the impact of the campaign on three outcomes: vaccine confidence, vaccine hesitancy, and vaccination status. Using programmatic data collected through an online survey before and after the campaign, we conducted a difference-in-difference (DiD) analysis and performed a crude, adjusted, and propensity score-matched analysis for each study outcome. Lastly, to observe whether there was any differential impact of the campaign across age groups, we repeated the analyses on age-stratified subgroups. Data included 5,804 survey responses, with 3,442 and 2,362 responses collected before and after the campaign, respectively. Although there was only weak evidence of increased COVID-19 vaccine confidence in the campaign-exposed group compared to the control group across all age groups, we observed a differential impact among different age groups. While no significant change was observed among young adults aged 18-24 years, the campaign exposure led to a statistically significant increase in vaccine confidence (weighted/adjusted DiD coefficient = 0.76; 95% CI: 0.06, 1.5; p-value = 0.034) and vaccination uptake (weighted/adjusted DiD coefficient = 1.69.; 95% CI: 1.02, 2.81; p-value = 0.023) among young adults aged 25-34 years. Among adults aged 35 years and above, the campaign exposure led to a significant decrease in vaccine hesitancy (weighted/adjusted DiD coefficient = -15; 95% CI: -21, -8.3; p-value<0.001). The social media campaign successfully improved vaccine hesitancy, confidence, and uptake in the Tanzanian population, albeit to varying degrees across age groups. Our study provides valuable insights for the planning and evaluation of similar social media communication campaigns aiming to bolster vaccination efforts.

Social Media and Me: How Community Identity Influences Click Speech

ABSTRACT Social media has become an integral part of our society. So did participation in social media communities. Click-speech, the simple expression of opinions via a click in the form of likes and shares, emerged as a dominant feature of various social media platforms. In this research, we investigate how social media users use click-speech within social media communities through the lens of community identity and how it shapes click-speech behavior. Using a scenario-based study, we show that community identity strongly influences click-speech to the point where content is liked and shared even when the community member disagrees with the post or content. We contextualize the construct of fear of isolation from the spiral of silence theory within identity theory. In this context, the fear of being isolated from the community is salient, and click-speech evolves from a function of endorsing content to a socially driven behavior of fitting in.

Social Media Use by Vietnamese Journalists: Current Status and Solutions

Objective: The objective of this study is to investigate to contribute to more clarity on the current status and solutions of social media use by Vietnamese journalists. Theoretical Framwork: The study uses a survey research framework to collect detailed data. Method: Using qualitative and quantitative social research methods this study surveyed 55 Vietnamese journalists from all four media types: print, online, radio, and television. Results and Discussion: The study found that the majority of Vietnamese journalists use social media, but their use varies in terms of the content they share, their privacy settings, and their use of social media for professional purposes. The results of the survey show that 78.2% of Vietnamese journalists see social media platforms as journalistic tools, while 21.8% do not. Research Implications: This research is discussed, providing insights into how the results can be applied or influence practices in the field of Journalistic practices. Originality/value: This study contributes to the literature by highlighting the novelty of Vietnamese journalists' approach to social media in practice (the surveyed group). The study sheds light on the impact of social media communication on journalistic practices. This study contributes to the research and understanding of how Vietnamese journalists use social media platforms in the current context.

Exploring Decisional Conflict Experienced by Individuals Considering Metoidioplasty and Phalloplasty Gender-affirming Surgery.

Metoidioplasty and phalloplasty gender-affirming surgery (MaPGAS) is increasingly performed and requires patients to make complex decisions that may lead to decisional uncertainty. This study aimed to evaluate decisional conflict in individuals considering MaPGAS. We administered a cross-sectional survey to adult participants assigned female sex at birth and considering MaPGAS, recruited via social media platforms and community health centers. We collected data on demographics, medical and surgical history, MaPGAS type considered, and the Decisional Conflict Scale (DCS). DCS scores range from 0 to 100 (>37.5 indicates greater decisional conflict). Demographic characteristics and DCS scores were compared between subgroups, using descriptive and chi-square statistics. Participants commented on MaPGAS uncertainty, and their comments were evaluated and thematically analyzed. Responses from 264 participants were analyzed: mean age 29 years; 64% (n = 168) trans men, 80% (n = 210) White, 78% (n = 206) nonrural, 45% (n = 120) privately insured, 56% (n = 148) had 4 or more years of college, 23% (n = 84) considering metoidioplasty, 24% (n = 87) considering phalloplasty, and 26% (n = 93) considering metoidioplasty and phalloplasty. DCS total scores were significantly higher (39.8; P < 0.001) among those considering both MaPGAS options, as were mean ratings on the Uncertainty subscale [64.1 (SD 25.5; P < 0.001)]. Concerns surrounding complications were the top factor contributing to uncertainty and decisional conflict. In a cross-sectional national sample of individuals seeking MaPGAS, decisional uncertainty was the highest for those considering both MaPGAS options compared with metoidioplasty or phalloplasty alone. This suggests this cohort would benefit from focused decision support.

Leveraging Social Media Networks' Impact on Technopreneurship

Technology has become an integral part of society, substantially contributing to its many facets. With the advent of technology, media entrepreneurship in Malaysia has expanded significantly. The younger generation, specifically Generation Z, relies heavily on social media for communication, information inquiry, and online purchasing and selling. This change has had a significant impact on the Malaysian field of technopreneurship. Therefore, the purpose of this study is to examine the relationship between the factors that influence Generation Z's use of social media for business and their propensity to engage in technopreneurship. This is a quantitative study that uses a questionnaire to collect demographic information, factors influencing Generation Z to use social media for business, and their motivations or aspirations to partake in technopreneurship activities. 280 respondents from Generation Z technopreneurs were selected through random sampling. The software Statistical Package for the Social Sciences (SPSS) was used to perform a descriptive analysis of the obtained data. According to the study's findings, each factor has a significant relationship with the motivation to engage in technopreneurship.

R/The_Donald Had a Forum: How Socialization in Far-Right Social Media Communities Shapes Identity and Spreads Extreme Rhetoric

Can engagement with far-right social media communities socialize users into a new political identity? This study addresses concerns about the spread of far-right groups on mainstream social media platforms by examining how newcomers are affected by their engagement with these groups. I theorize that changes in social identity expression indicative of socialization will be measurable in the language users use to express themselves on social media, and that the magnitude of this linguistic change will intensify with more frequent far-right engagement. I develop a custom dictionary of far-right-relevant terms sourced from communities like The Daily Stormer and Stormfront. Using an original dataset of Reddit user posting histories from 2015–2017, I test for increases in the frequency of this far-right vocabulary. I find that users who engage often with a far-right community like r/The_Donald begin to sound more like white nationalists within three months. Socialized users also use far-right vocabulary more frequently in other spaces on their platform, contributing to the spread and normalization of far-right rhetoric.

Social-media-based crisis communication: Assessing the engagement of local agencies in Twitter during Hurricane Irma

As social media platforms have become vital means of communication, it has become imperative for emergency managers and policy makers to understand how people are interacting with different agencies on these platforms for enhancing community response coordination during disasters. Although many public agencies have already adopted social media platforms for crisis communication purposes, empirical evidence on whether and how these agencies are effectively engaged on these platforms is lacking. This research aims to examine crisis communication activities of a variety of agencies in Twitter (now X) in response to Hurricane Irma in 2017. The study analyzed 13,353 hurricane-related tweets posted by the local agencies from eight counties in East Central Florida as well as federal and state agencies and other nonprofit and private organizations during the hurricane response period. An engagement metric was applied on these tweets to determine which agencies were most active in disseminating information during Hurricane Irma. The results revealed the most engaged local agencies in Twitter during Hurricane Irma for crisis communication and the Emergency Support Functions (ESFs) associated with them in coordinating disaster response activities. The study further investigated Twitter profiles and relevant attributes of these actively engaged agencies, and the contents of the hurricane-related tweets during Hurricane Irma. The study found that local agencies remain active and engaged in Twitter during a disaster compared to other levels of agencies. The ESF representing communication (ESF #2) was one of the most frequent ESFs associated with these active agencies; however, ESF #6 (Mass Care and Sheltering) was also found to be highly utilized. The results also provided insights on crisis communication performance of these agencies in terms of the three dimensions of social media engagement including popularity, commitment, and virality, which are correlated to the counts of like, reply, and retweet of each post, respectively. The study includes recommendations to local government and partner organizations and emergency managers to improve crisis communication in social media and suggests future research directions.

Unveiling the Linguistic Landscape: Examining the Influence of Digital Communication in Social Media and Text Messaging on Language Development

Social media and SMS are examples of digital communication tools that have drastically altered how people communicate. As a result, linguistic standards and usage have rapidly evolved. This article looks at how language has changed as a result of digital communication and how new linguistic traits and conventions have emerged. It examines how the current linguistic environment has been shaped by the widespread use of acronyms, emojis, abbreviations, and internet slang. This article comes to the conclusion that creative linguistic adaptations and new forms of expression have been sparked by digital communication through a thorough analysis of the scholarly literature and real-world language use on digital platforms. There is also discussion of how these language shifts brought about by digital technology affect interpersonal communication, education, and literacy. The ultimate goal of this article is to show how social media and SMS have significantly influenced language evolution in the current digital era.

Navigating the COVID-19 Crisis: Higher Education Institutions and the Three Shades of Social Media Communication

This study analyzed the social media communication of six higher education institutions (HEIs) in Poland during the COVID-19 pandemic within the context of university social responsibility (USR). The study used a mixed-method approach, conducting both quantitative and qualitative analyses of 5547 social media posts published by HEIs on their official Facebook, Instagram, Twitter, and YouTube accounts. The analysis identified three rhetorical strategies that were used by HEIs during the pandemic: Business as Usual, We are Great!, and We are Together. The study found that when compared to posts not related to COVID-19, the posts concerning the pandemic achieved higher interaction and broader reach on social media platforms. Facebook and Twitter emerged as the most frequently utilized platforms for crisis communication. This study thus underscores the role of social media as a vital tool for HEIs to use to fulfill their USR by actively engaging with stakeholders and fostering community solidarity and education during crises. The findings also advocate for using HEIs to harness social media not merely for information dissemination, but also as a platform for active stakeholder engagement and community support, both integral to their social responsibilities during challenging times.