Social Media Engagement Research Articles

Viral voices: A multi-platform analysis of tonsillectomy on social media

ObjectivesTo assess the influence of social media platforms, including TikTok, Instagram, and Facebook, in shaping public perceptions about tonsillectomies and to identify the nature of the content disseminated on these platforms. MethodsA comprehensive analysis of 1482 relevant social media posts related to tonsillectomies was conducted across major platforms, including TikTok, Instagram, and Facebook. Content was categorized based on author, topic of the post, timeframe, and overall tone. The study also compared engagement metrics across platforms. ResultsTikTok emerged as the most engaging platform with a mean of 3272.8 likes per post. Patients drove 61.6 % of the discourse, with 63.9 % of discussions being lifestyle oriented. Educational content constituted 12.5 % of the overall discourse. Sentiments towards the procedure were almost evenly split, with 29.4 % positive and 28.5 % negative; 92 % of the negative posts were authored by patients. ConclusionsPatients were the most common social media authors, driving the conversation and a significant portion expressing negative views. Physicians, conversely, showed a low level of social media engagement. By understanding and addressing online narratives, clinicians can offer more informed patient support, debunk myths, and provide empathetic insights, ensuring positive patient experiences in the era of digital health communication.

An Empirical Study of User Engagement in Influencer Marketing on Weibo and WeChat

Understanding social media users’ engagement is one of the most crucial steps in a successful deployment of an influencer marketing campaign. On mainstream social media platforms, opinion leaders are the major channels to spread opinions and media content to a large population of consumers. Therefore, analyzing how users respond to the blogs of opinion leaders lies at the core of understanding user engagement in social media. In this article, to study the factors that have great impacts on user engagement, we first collect a cross-platform opinion leaders’ blogs dataset, which includes 344 643 blogs published by 93 opinion leaders who have accounts on both Weibo and WeChat, the two most popular social media platforms in China. Based on this dataset, we conduct both characteristics study and semantic study to investigate the impact factors of user engagement with respect to blogs of opinion leaders. To find out the associations between user engagement and practically accessible attributes of opinion leaders and their blogs, we adopt state-of-the-art (SOTA) sentiment analysis models to process the blog data, develop a normalization technique to alleviate the issue caused by the heterogeneity of fall-out intervals of blogs, and devise a saliency method to compute the integrated gradients of sentences in blogs. Utilizing these computational tools, we reveal that user engagement on the two platforms agrees on some common factors, such as the number of tokens of blogs. Meanwhile, the two platforms differ in some aspects. For example, the semantic patterns that can improve the level of user engagement on the two platforms are very different. Our analysis can provide advertisers with valuable insights on how to plan an influencer marketing campaign on the two platforms.

The Application of Animation Expression Design for Social Media of China

The study investigates the application of animation expression design for social media in China. While analysing the application of animation expression and the dynamic interplay between social media engagement, visual communication and animation, it appeared that visual communication plays an important role in engaging users with the proliferation of digital social media platforms and China’s digital media landscape significantly dominated by a platform such as Douyin. Weibo, and WeChat, each employ animations to increase user interactions. However, there exist gaps in understanding the animation design's impact on visual communication along with user engagement in the chinese context. Additionally, challenges associated with animated design’s influence on multiple sectors remain unexplored. In order to address these gaps, a mixed method appeared to be appropriate for gathering relevant information. and these involve the observation phase, survey phase, and visualize phase. By combining these methods, this research aims to give comprehensive insights into the effective application of animation design for social media in China. Further, the findings are expected to contribute to increasing understanding of the way animations can optimise communication strategies as well as increase user engagement on the digital platforms in China.

From pixels to Python: When digital collections befriend artificial intelligence

This paper explores the integration of artificial intelligence (AI) in digital archive practices and its alignment with the methodologies employed in digital scholarship generally. The authors emphasise that AI is an extension of the ways existing technological tools and software are used to enhance workflows, manage data and promote overall accessibility. Various applications of AI in digital archiving are explored, including automated file management, voice-to-text transcription, optical character recognition (OCR), facial recognition in digitised photographs, social media engagement and metadata creation for digital records. While acknowledging concerns regarding ethics, accuracy and privacy, the authors argue that embracing aspects of AI can lead to more efficient and enjoyable practices in digital archiving. Drawing from the core principles of digital humanities, the authors underscore the importance of conscientiously engaging with technology, allowing for a profound respect for and responsible use of AI. The paper concludes by emphasising the importance of maintaining critical inquiry, curiosity and ethical considerations when assessing and integrating AI tools into archival workflows, thus ensuring trustworthy and accessible records for future digital scholarship. Looking ahead, the paper offers insights into the prospective advancements of AI in digital archiving, highlighting its transformative potential in shaping future digital scholarship.

“The Most Important Shot You Will Ever Take”: The Burgeoning Role of Social Media Activism in Challenging Embedded NCAA Patriarchy

While the National Collegiate Athletic Association’s (NCAA) purpose is to protect college athletes within a hypercommercialized institutional setting, the protections prevent college athletes from accessing the lucrative marketplace. Extant literature has conceptualized the operating functions of the NCAA within the context of a patriarchal framework in which college athletes are infantilized, and authoritative institutional control is thereby justified. However, social media has provided a platform to engage in counter-storytelling and activism. As such, this study examined engagement with college-athlete-led social media activism. Utilizing a content-analysis methodological approach, social media engagement with the Twitter hashtag #NotNCAAProperty was examined over the course of the 2021 NCAA Division I men’s basketball tournament. Findings revealed that most interactions were supportive of college athletes and suggest that social media may be a strategic mechanism for college athletes to engage in advocacy initiatives.

#WhatsYourPlan – expediting progress towards targets of the WHO Global Action Plan on Dementia

AbstractBackgroundIn 2017, all 194 Member States of the World Health Organization (WHO) unanimously adopted the Global Action Plan on the public health response to dementia 2017‐2025, the primary aim being for countries to implement National Dementia Plans (NDP). However, as outlined in Alzheimer’s Disease International’s (ADI) recent From Plan to Impact report, WHO Member States have been far too slow to act ‐ falling far short of the 146 countries target. In response, ADI launched the #WhatsYourPlan campaign, in collaboration with ADI Members, with the single‐minded aim of galvanising governments to act on their 2017 commitment.MethodStrategizing and working with ADI Members, official communications were sent to relevant ministries to enquire as to the status of the NDP, and to request a formal meeting. For Ministries where a response was not obtained, subsequent letters were sent to elicit a response. ADI has also, in some instances, sought advice and utilised WHO regional and national offices, and other multilateral bodies and stakeholders, to help follow up with Ministries of Health for those that have been willing to engage.ResultTo date, 52 ADI members and thus 52 countries have joined the campaign. In total from the onset of the campaign, over 205 official communications have been shared with Member States, resulting in a total of 29 high‐level meetings. In total 20 Member States have committed to developing an NDP, just over a third of all participating ADI Members and over half of the number of plans already in existence in WHO Member States.ConclusionOnly with robust NDPs can governments prepare their health and care systems to meet the complex needs of those affected by dementia. As ADI moves forwards into the second year of the campaign, the mission and scope remain, however with added urgency as the 2025 deadline gets nearer. The campaign will expand accordingly through awareness raising campaigns, media and social media engagement, and regional ADI/WHO meetings, whilst solidifying the successes of the previous year. Ultimately, with the intention of educating the public on why NDPs are so important, and to empower them to ask their own governments: #WhatsYourPlan?

How Ephemerality Features Affect User Engagement with Social Media Platforms

User engagement, a key factor in the success of social media platforms, has long been based on permanent content. A recent paradigm shift in platform design has led large social media providers to implement ephemerality features that by default make shared content disappear after a certain amount of time. However, very little is known about how ephemerality features affect user engagement and behavior in social media. Drawing upon the technology affordance perspective, we conducted a qualitative multimethod study involving individual interviews and focus groups. Our findings show that the affordances arising from features with varying degrees of ephemerality (i.e., snaps and stories) differ from those of permanent content features in terms of self-presentation, browsing others’ content, and communication. Adopting a multidimensional conceptualization of user engagement, we show the positive (e.g., more content sharing) and negative (e.g., cognitive burden from context loss) effects for snaps and stories that should be cautiously considered by social media platforms aiming to introduce such features. Finally, we reveal new user behaviors that relate to sharing snapshots of fleeting value as snaps or experiences of transient value as stories.

Billboard Advertising

This research explores the multifaceted dynamics of billboard advertising as a powerful tool for marketing campaigns. Billboards, large-scale print advertisements strategically positioned in high traffic areas, are examined through various lenses to uncover their demographic impact, impressions on viewers, marketing potential, creative expression opportunities, societal reflections, environmental concerns, and the importance of targeting a specific audience. The study delves into critical factors such as location, message clarity, and design in determining the effectiveness of billboard advertising. Insights from the research highlight that billboard advertising can significantly increase brand awareness, with case studies illustrating successful strategies. The study also emphasizes the importance of creative design and clear messaging to maximize the impact of billboard campaigns. The proposed outcomes suggest that billboard advertising can enhance brand image, increase social media engagement, and provide a favourable return on investment. In conclusion, effective billboard advertising relies on a harmonious blend of compelling content and captivating design to create a lasting impression and drive consumer action.

Deciphering Emotional Sensitivity in Social Media: A Paradigm for Brand Equity Enhancement

This study rigorously explores the transformative impact of the digital landscape on businesses and consumers, with a specific focus on the pivotal role of social media engagement in shaping brand equity. Aligned with the contemporary imperative for businesses to establish a robust online presence, our primary objectives involve gaining a comprehensive understanding of the transformative impact of social media engagement on brand equity and exploring the nuanced dynamics of consumer relationships cultivated through these platforms. To precisely assess this impact, our research employs a rigorous methodology, introducing validated Structural Equation Modeling (SEM) to quantitatively measure the influence of social media engagement behaviors on various dimensions of brand equity. The findings reveal crucial insights: liking enhances brand-consumer relationships, sharing significantly impacts self-presentation motives, and commenting complements brand association and loyalty. These insights contribute to a nuanced understanding of how specific engagement behaviors distinctly influence elements of brand equity. The novelty of our research lies in developing and validating a precise measurement model for the impact of social media engagement on brand equity, representing a significant improvement and addressing a notable gap in the existing literature. This scholarly contribution extends its relevance to both academic research and practical applications in digital marketing. The study not only highlights the transformative influence of social media engagement on brand equity but also signifies a methodological advancement through SEM. The derived insights offer actionable implications for enhancing digital marketing strategies, optimizing social media performance, and fostering long-term sustainability in the ever-evolving digital landscape. Doi: 10.28991/HEF-2023-04-04-02 Full Text: PDF

Tweeting about female empowerment: How corporate brands communicate femvertising on X (formerly Twitter)

The increasing visibility of female empowerment marketing messages and the growing awareness of gender equality and diversity among consumers have highlighted the relevance of femvertising communication. However, there is a lack of research on the status of femvertising communication on social media and its success factors. To address this gap in the literature, this paper conducts a quantitative content analysis of 40,528 tweets from 43 corporate brands across 15 industries on Twitter (subsequently rebranded to ‘X’). The results show that femvertising communication is present across almost all brands and industries. While the financial services and consumer goods industries are the most likely to engage in femvertising, the logistics, automotive and beverage industries are less likely to do so. Overall, brands mainly communicate the femvertising dimensions of knowledge and agency. In addition, they primarily implement an information strategy to communicate femvertising, which is also shown to be more successful in generating social media engagement than the involvement communication strategy.

Investigation the Intervention Mitigating Problematic Social Media Engagement Among High School Students

Adolescents of 21st century mature in an advancing digital era, where their vulnerabilities are often exposed to a world driven by powerful algorithms. The present study proposes an innovative design scheme that potentially tackles problematic engagement with social media, from both motivational and neurobiological perspectives, with the aim of unveiling the underlying mechanisms regarding social media addiction. This design solution promotes transparency of individuals’ personal usage behaviours through a simple prompt, “why are you here?”, thereby activating individual’s deliberate decisionmaking system. In study I, we conducted a two-phase survey involving 92 high school teenagers and collected empirical data on the correlations between goal-oriented social media use and mental health variables. In addition, a practical design intervention was developed and assessed with 36 participants over ten days to validate its effectiveness. The consequences indicated notable reductions in actual social media engagement time, as well as a decrease in distractedness. This research offers a novel motivation-driven digital behaviour and contributes to the existing empirical database on social media addiction by providing both theoretical insights and practical applications.

Perineal lacerations and social media: can patients find reliable information on Instagram and TikTok?

Social media content related to patient experiences and education continues to grow. Information on how obstetric perineal lacerations are represented on social media is limited. Our goal is to characterize available social media content on obstetric perineal lacerations. This is an IRB-exempt study using publicly available data on commonly searched topics about perineal lacerations to create a list of queries for Instagram and TikTok. The ten queries and "keyword" searches with the highest number of posts were identified from this list. The 50 most recent posts were reviewed for relevance, quality of content, and authorship. Topic-relevant posts were analyzed. The search yielded 427 posts on Instagram and 500 on TikTok. Instagram yielded more topic-relevant posts than TikTok (94.1% vs 44.8%). Almost 50% of posts were categorized as educational. Instagram identified more patient experience-related posts (29.6%) whereas TikTok provided more humorous content (26.3%). Patients produced 27.6% of content on Instagram and 43.3% on TikTok. Physical therapists produced 18.9% of posts on Instagram and 21.9% on TikTok. They constituted the largest group of health professionals to post overall. Physician-created educational content accounted for 10.3% of posts on Instagram and 6.0% on TikTok. Compared with TikTok, Instagram may be a more informative social media platform for educational or patient experience-related content. Given the paucity of physician-created content and given that only half of all posts are educational, providers should encourage social media engagement for community and networking purposes, while encouraging caution with regard to cosmetic products and advertisements.

A multi-theoretical view on social media continuance intention: Combining theory of planned behavior, expectation-confirmation model and consumption values

This research introduces an innovative multi-theoretical model that combines Expectation-Confirmation Theory, Theory of Consumption Values, and Theory of Planned Behavior.The model sheds light on the intricate determinants influencing users' intentions to continue engaging with social media platforms as a post-adoptive behavior. Drawing upon data collected from 425 valid survey responses, this study affirms the effectiveness of this combined model in predicting users' intentions to persist in using social media and emphasizes the central importance of the Theory of Planned Behavior constructs. The theory of Planned Behavior emerges as the primary driver shaping users' intention for continued social media use, surpassing the significance of the Theory of Consumption Values and Expectation-Confirmation Theory constructs. Furthermore, this study enriches our comprehension of the profound importance of all types of consumption values in the social media context, unveiling a hierarchy of these values and their varying impact on users' intentions to maintain their social media engagement. By embracing users' perspectives across a diverse array of social media platforms, this research enhances the generalizability and applicability of its findings, ensuring their relevance in diverse social media contexts. Additionally, the study delves into the moderating role of social media experience, unveiling intriguing dynamics in user behavior and elucidating the distinctions between experienced and less experienced users in their social media usage patterns. The paper explores the theoretical, methodological, practical, and social implications of these findings.

Altruism and anti-anthropocentrism shape individual choice intentions for pro-environmental and ethical meat credence attributes.

Food consumption patterns are changing as consumers are becoming more aware and interested in sustainable and ethical food production practices. The growing disconnect between primary (livestock) agriculture and society reinforces the importance of research examining the motivations behind consumer purchase behaviors. However, evidence that links latent consumer psychometric factors and observed heterogeneity in concerns for agriculture to individual food purchase intentions remains scarce. We employ large-scale survey data and an advanced Structural Equation Modelling approach to identify and estimate the direct and indirect effects of latent fundamental values and observed consumer characteristics on individuals' attitudes and purchase intentions for certified humane (CH), organic, and non-hormone added labeled meat products. Our findings suggest that human values, including self-transcendence and openness to change, drive farm animal welfare concerns and individuals' choices of certified meat products. Information and engagement in social media positively affect individuals' perceptions and concerns for farm animal welfare. Individuals guided by altruistic and anti-anthropocentric norms are more oriented towards sustainable and ethical food shopping behaviors.

A Patient-Centric Approach to Sickle Cell Disease Clinical Trials: Integrating Patient Perspectives in the RISE UP Phase 2/3 Trial of Mitapivat for Informed Protocol Design and Associated Patient Community Benefit

Background: Sickle cell disease (SCD) is a genetic blood disorder that affects millions of people worldwide. There are currently limited treatment options and a high unmet need; new therapies - and therefore new trials - are essential. Although there is evidence of growing patient (pt) participation in the drug development processes, there is a lingering suspicion among the community that they are not treated as equal partners and too frequently regarded as mere data sources. Involving pts in planning and execution of clinical trials is essential to improve participation and meet the real needs of the patient community. Mitapivat is a first-in-class, oral, allosteric activator of pyruvate kinase (PK), approved by the United States Food and Drug Administration for the treatment of hemolytic anemia in adults with PK deficiency, by the European Union European Medicines Agency, and the Medicines and Healthcare products Regulatory Agency in Great Britain for the treatment of PK deficiency in adults. The RISE UP phase 2/3 trial (NCT05031780) of mitapivat in pts with SCD was therefore devised to use a new approach to clinical trial design and recruitment that considered pt preferences wherever possible. Objective: Using the RISE UP Phase 2/3 trial, redefine best practices in clinical trial design by asking pts with SCD to describe what matters most to them in a trial setting and by involving them in decision making processes and trial awareness communications. Methods: Nine SCD pts and advocates (five from the US, one from Bahrain, one from France and two from the UK) took part in a series of clinical trial design workshops. Four remote advisory board interviews were held with pts (>16 years of age) and advocates to consult on the RISE UP Phase 2/3 clinical trial design. The insights gained from these consultations were incorporated into the proposed trial protocol design that was subsequently shared with Health Authorities (HAs) for their comment from a regulatory perspective. Once finalized, feedback from HAs was presented to the steering committee to determine whether changes requested by HAs met the needs and barriers-to-uptake expressed during partner consultations. In addition, a group of seven patients were involved in the development of the RISE UP phase 2/3 clinical trial awareness campaign, which sought to educate the community about the RISE UP clinical trial and value of pt participation. Results: Pt contributions to the protocol design included modified inclusion/exclusion criteria and the addition of pain (beyond pain crises) and fatigue as study outcomes. An overview of the community feedback is shown in Table 1. In response to pt input, monthly study visits were implemented for seven months, followed by visits every three months. An open label extension period was also added with visits on the second, fourth, eighth, and twelfth weeks of the extension period, followed by every 3 months up to 1.5 years and every six months thereafter. Taking additional pt input into account, the trial was adjusted to include a recommendation for tailored management of SCD pain crises using a daily diary. Additionally, following patient recommendations, the trial approved reimbursement for study-related travel, lodging, and specific non-study assessments. The RISE UP communications campaign was effective, with heightened interest in clinical trial participation generated within the community. Strong social media engagement and digital efforts resulted in increased trial website views, and community education and awareness efforts resulted in increased clinicaltrials.gov views to an average of 2-3 clicks per day. Approximately 278,000 users visited the RISE UP website and the campaign's YouTube video, which launched on World Sickle Cell Day has attracted 3 million views since Q4 2022. Conclusion: To meet the needs of the SCD pt and caregiver community and advance clinical trial research, we implemented a patient-centered approach to clinical trial protocol design and trial recruitment. Overall, this patient-centric approach could be useful in improving community engagement, designing trials that better reflect the needs and concerns of the pt population, and ultimately improving pt participation and diverse representation in clinical trials.

TOURISTS’ ENGAGEMENT BEHAVIORS ON SOCIAL MEDIA, DESTINATION ADVOCACY AND REVISIT INTENTION

Social media has become an effective engagement tool for businesses and organizations in the tourism sector. This study examines the influence of social media engagement behaviors at various levels (consumption, contribution, creation) on destination advocacy and revisiting intention. Survey results from 273 tourists reveal that consuming behaviors influence destination advocacy and revisiting intention; creating behaviors only influence destination advocacy, and contributing behaviors do not significantly impact destination support and the intention to revisit. The study facilitates a deeper understanding of consumer behavior on social media and aids businesses and effective marketing organizations on social media platforms.

Dependency Reasons of Micro-businesses in Social Media Adoption

The purpose of the study was to find the dependency reasons on the use of social media by micro-businesses. It aimed to pinpoint the important differences in the respondents' evaluations. There was a descriptive survey methodology employed. Owners of small businesses made up the study's respondents. The researcher employed a self-administered questionnaire using quota sampling. Because the samples are rare and not well accounted for in terms of population, they were selected using non-probability sampling. This study used the Social Media Engagement Theory as the underlying framework. In the conceptual framework, the variables tested in this study are compatibility, relative advantage, ease of use, and perceived usefulness. The findings showed that small businesses rely heavily on compatibility and perceived usefulness when implementing social media into their daily operations. Micro establishments' embrace of social media can be explained by their relative advantage, effective methods of managing their goods and services, and assistance with rapid data collection and analysis. Microbusinesses use social media and rely heavily on it because it's so user-friendly. Owners describe social media as being extremely important to them because it helps them do tasks faster and supports important areas of their work, such as handling emergencies.

Adoption of Worldcoin digital wallet in Thailand

In the dynamic and ever-evolving digital landscape, the emergence of digital wallets, exemplified by the likes of Worldcoin, represents a significant and transformative trend. This study employed a quantitative research approach to investigate the potential determinants of Worldcoin wallet adoption in Thailand. Data from 1,430 participants were collected through structured questionnaires, and binary regression analysis was used to examine the relationship between key independent variables, including gender, age, education, occupation, income, savings, digital wallet possession, usage frequency, and social media engagement, and the adoption of the Worldcoin wallet. The study found that all these factors significantly influenced individuals' inclination to adopt the Worldcoin wallet in Thailand. These findings carry substantial implications for promoting digital wallet adoption in Thailand. Tailoring marketing strategies to demographic groups based on variables such as gender, age, education, occupation, income, savings, digital wallet ownership, usage frequency, and social media engagement can enhance adoption rates and better meet user preferences.

I’m a believer! Believability of social media marketing

Many firms use social media marketing and implement different message frames as a strategy to persuade consumers, enhance engagement, and to purchase their products. How firms frame social media content to be more believable, however, is not well understood. The main aim of this paper is to understand how social media content can be framed to enhance believability, and how this ultimately leads to improved social media outcomes. Drawing on Prospect Theory and Construal Level Theory and utilizing data from the field in the form of social media posts (n = 1756), and four experimental studies (n = 1141 total participants), and a critical incident study (n = 263 participants) the current research shows that self-gain frame combinations contribute to significantly higher levels of believability. Furthermore, believability was found to mediate the impact of social media message framing on purchase intentions and social media engagement. The practical implications of these findings and exciting new avenues for research are also discussed.

Analysis of the Influence of BTS on K-pop

Over the past decade, the global music industry has witnessed a remarkable surge in the popularity of Korean pop (K-pop), with the South Korean boy band Bangtan Sonyeondan (BTS) emerging as one of the leading forces behind this phenomenon. This paper aims to analyze BTSs impact on K-pop worldwide by examining various statistical indicators, such as album sales, social media engagement, and global music charts. Firstly, the work delves into BTSs album sales, production value, and consumption stimulus, which serve as a tangible marker of their global influence. By analyzing data from the International Federation of the Phonographic Industry (IFPI) and Billboard, it becomes evident that BTS consistently dominates album sales, breaking numerous records and crossing cultural boundaries. Their abilities to connect with diverse audiences worldwide showcases their unrivaled impact on K-pops expansion. Furthermore, this work explores the power of impacts on culture in amplifying BTSs influence. By examining data from platforms like National Gukak Research Institute, also including analysis on value transmission and cross-culture communication, it becomes evident that BTS boasts an enormous online presence. Moreover, the bands ability to captivate fans globally and the role as cultural ambassador for K-pop are demonstrated. In conclusion, this paper provides compelling evidence of BTSs profound impact on K-pop worldwide. Through their exceptional album sales, impressive social media engagement, and groundbreaking chart achievements, BTS has successfully elevated the genres global presence, paving the way for wider recognition and acceptance of K-pop in the music industry.