Social Media Engagement Research Articles

Understanding reaction to corporate activism: The moderating role of polarization.

In our polarized societies, more companies are taking a stand on divisive sociopolitical issues. However, given the mixed findings from previous studies, it remains unclear whether Corporate Activism (CA) is more likely to hurt or help a company's performance and reputation, or shape the public's attitudes toward the sociopolitical issue involved. To better understand the impact of CA in polarized societies, it is valuable to study moderating factors, especially those linked to polarization. A meta-analysis of 72 scholarly works is conducted to examine the impact of CA on various outcomes (e.g. ads and social media engagement, cognitive and attitudinal reactions, public's intentions and actions, emotional reactions, social and ethical engagement, workplace, and employee perceptions) and the role of moderators (a sociopolitical issue's political leaning and controversy level, political orientation of the target audience, key demographics). The analysis reveals a positive, albeit small, effect size (0.085 [95% CI (0.0542, 0.1158)]) with the most impact on two outcomes: cognitive and attitudinal reactions, and emotional reactions. It further reveals that companies adopting liberal-leaning CAs elicit more favorable responses than those adopting conservative CAs and that liberals respond positively to CA, while conservatives are more neutral. However, when there is alignment between the CA's political leaning and the audience's political orientation, conservatives have a stronger positive response than liberals. Also, younger audiences view CA more positively. Finally, per national culture, while power distance and individualism positively moderate the reaction to CA, uncertainty avoidance has a negative effect.

Does Social Media Content Quality and Engagement Influence Consumer Satisfaction in the Apparel Industry?

This study examines the influence of social media marketing on consumer satisfaction in the apparel industry, with a focus on key factors such as engagement and content quality. The rapid growth of social media has reshaped the way consumers interact with brands, making it essential to understand how these platforms influence consumer behavior. The research problem centers on determining the impact of social media engagement and the quality of social media content on consumer satisfaction. The study aims to explore these relationships and provide insights into effective social media marketing strategies for apparel brands. Using a descriptive research design, the study was conducted in Coimbatore district with a sample size of 139 respondents identified through convenience sampling. Data was collected using structured questionnaires, and relevant statistical tools, including ANOVA, Correlation Analysis, and Multiple Linear Regression, were used to analyze the data. The findings reveal that frequent interaction with brands and engaging visual content are key drivers of consumer satisfaction. Findings of the study reveals that social media marketing plays a crucial role in shaping consumer behavior in the apparel industry, and brands must refine their strategies to meet consumer needs and enhance satisfaction through consistent, high-quality content.

Social identity correlates of social media engagement before and after the 2022 Russian invasion of Ukraine

Despite the global presence of social media platforms, the reasons why people like and share content are still poorly understood. We investigate how group identity mentions and expressions of ingroup solidarity and outgroup hostility in posts correlate with engagement on Ukrainian social media (i.e., shares, likes, and other reactions) before and after the 2022 Russian invasion of Ukraine. We use a dataset of 1.6 million posts from Ukrainian news source pages on Facebook and Twitter (currently X) and a geolocated sample of 149 thousand Ukrainian tweets. Before the 2022 Russian invasion, we observe that outgroup mentions in posts from news source pages are generally more strongly associated with engagement than negative, positive, and moral-emotional language. After the invasion, social identity mentions become less strongly associated with engagement. Moreover, post-invasion ingroup solidarity posts are strongly related to engagement, whereas posts expressing outgroup hostility show smaller associations. This is the case for both news and non-news social media data. Our correlational results suggest that signaling solidarity with one’s ingroup online is associated with more engagement than negativity about outgroups during intense periods of intergroup conflicts, at least in the context of the Russian-Ukrainian war.

Strategies for Building Reputation of Tourism Destinations in Semarang Regency on Social Media

This study aims to analyse the tourism promotion strategy implemented by the Semarang Regency Government through Instagram social media, specifically the @pesona_kabSemarang account. The promotion of attractions through social media is one aspect to support sustainable tourism and increase the number of visitors to the destination. The research method used a qualitative approach by selecting posts based on special features, natural and cultural tourism. The results showed that although there were several promoted events and activities, promotional strategies, there was still a lack of user interaction, such as the number of "likes" and comments. The high tourism potential requires strategic efforts to build reputation and attract tourists to Semarang Regency, especially in optimising social media strategies to increase follower engagement in social media accounts and the effectiveness of tourism destination promotion

Strengthening Brand Image and Loyalty for The Domestic Market at The Apurva Kempinski Bali

Purpose: This research aims to engage the brand image and brand loyalty of The Apurva Kempinski Bali in the domestic market in the context of the COVID-19 pandemic. It concerns strategies adopted by the hotel to sustain its operations amidst changing market conditions. Research methods: Qualitative methods such as interviews and observations were used to understand the challenges faced by the tourism industry in Bali and to identify effective strategies employed by businesses like The Apurva Kempinski Bali. Quantitative methods, such as data analysis of reviews and social media engagement metrics, were used to assess the hotel's performance and customer satisfaction. Result and discussion: The COVID-19 pandemic significantly affected Bali's tourism industry, leading to a reliance on domestic tourists to sustain the local economy. The Apurva Kempinski Bali became popular among domestic tourists, emphasizing local expertise and showcasing Indonesia's cultural richness. Implications: The hotel received overwhelmingly positive reviews, indicating high satisfaction among guests, mainly domestic tourists. Active engagement on social media platforms and prompt responses to customer queries were identified as effective strategies for enhancing customer engagement and loyalty.

The Influence of Social Media Strategy, Customer Interaction, and Word of Mouth on E-commerce Purchase Intention

This study investigates the effects of social media strategy, customer interaction, and word of mouth on e-commerce purchase intention. Utilizing a quantitative approach, data were collected from 360 respondents using a structured questionnaire with a Likert scale ranging from 1 to 5. The analysis employed Structural Equation Modeling with Partial Least Squares (SEM-PLS 3) to assess the relationships among the variables. The findings reveal that a well-implemented social media strategy significantly enhances customer interaction and positively influences word of mouth, which in turn drives purchase intention in the e-commerce sector. These results underscore the importance of strategic social media engagement and effective customer communication in fostering consumer intent to purchase online. The study provides valuable insights for e-commerce businesses seeking to optimize their marketing strategies and enhance customer engagement.

Smartphone addiction and its correlation with academic performance in high school adolescents: An observational study

Abstract Background: The widespread use of smartphones, particularly among youth, has raised concerns about smartphone addiction and its adverse effects on physical activity and academic performance. This study conducted in Uttarakhand investigates the frequency of smartphone addiction and its influence on academic performance in high school adolescents, with implications amplified by the COVID-19 pandemic’s increased smartphone reliance on education. Objectives: This research aims to (a) assess the prevalence of smartphone addiction, (b) correlate addiction levels with academic performance, and (c) scrutinize the influence of daily smartphone usage on scholastic outcomes. Materials and Methods: This cross-sectional observational study involved 331 students aged 12–17 in Dehradun, India. Data collection employed self-administered questionnaires comprising demographic parameters, the Smartphone Addiction Scale-Short Version, and self-reported academic results. Statistical analysis utilized nonparametric tests, the Chi-square test, Fisher’s exact test, and Spearman rank correlation. Statistical significance was set at a P < 0.05. Results: The mean age of the participants was 14.60 ± 1.2 years and an equitable gender distribution. Most attended Classes 8 and 9, with parents typically well-educated and employed. Notably, most students 224 (67.7%) borrowed smartphones rather than owning them 97 (29.3%). Daily smartphone usage averaged 2.27 ± 1.34 h, with video watching 97 (29.3%), music listening 91 (27.5%), and social media engagement 84 (25.4%) as common activities. Sixty-eight (20.5%) of students showed smartphone addiction, but this addiction did not significantly correlate with academic performance. Nevertheless, a negative correlation was observed between time spent on smartphones and academic marks (r = −0.198, P < 0.000), underscoring the importance of interventions to manage smartphone usage. Conclusions: Although many school-going adolescents exhibit some level of smartphone addiction, this study did not find a substantial correlation between smartphone addiction and academic achievement. However, it emphasized the significance of addressing and moderating the time spent on smartphones to optimize academic outcomes.

Exploring undergraduate students’ connectedness in online learning

In recent years, higher learning institutions have been forced to integrate online learning into their curriculum. However, despite the increasing popularity of online learning, students' engagement and interaction within this environment remain a crucial aspect to explore. This study investigates how connected the students are during their online learning, focusing on teacher-student interaction, comfort level, and social media engagement. The sample comprised 73 undergraduate physics students from the Department of Science Education, University of Ilorin. A researcher-designed questionnaire was used for data collection, and the responses were analysed using frequency, percentages, mean, and standard deviation. The findings revealed that overall, the students were connected to their learning online. It was concluded that the students were highly connected to the online learning mode, particularly in terms of their comfort with the system and interaction with their teacher. However, limitations concerning live interactions, peer collaboration, and focus require attention. It was recommended that educators consider incorporating synchronous elements, such as live video sessions and interactive virtual whiteboards, to enhance real-time engagement and active demonstration of understanding in online classes.

Customers' Perception on Packaging, Convenience, Social Media Marketing and Brand Equity of Herbal Products

The rise in popularity of herbal products, driven by their perceived natural safety and efficacy, has led to increased consumer demand and scrutiny. This study investigates customer perceptions of packaging, convenience, social media marketing, and brand equity for herbal products distributed in Negros Island, Philippines. The objectives were to assess perceptions of packaging elements, evaluate convenience aspects, analyze social media marketing effectiveness, and measure brand equity. It also examined the relationships between packaging, social media marketing, and brand equity. Employing a quantitative approach with descriptive comparative and correlational designs, the study utilized a sample of 385 respondents, selected through purposive quota sampling. Data were collected via a customized questionnaire, and statistical analysis was performed using mean, standard deviation, and Spearman’s rho. Results indicated high customer satisfaction with packaging, especially regarding printed information. Transaction convenience was rated highest among convenience aspects, while access convenience was noted as an area for improvement. Social media marketing was positively perceived, with interaction valued most highly. The study found significant positive correlations between packaging and brand equity (r = 0.692, p < 0.001) and between social media marketing and brand equity (r = 0.447, p < 0.001). The findings underscore the importance of effective packaging and strategic social media engagement in enhancing brand equity. Improved packaging and robust social media marketing strategies are crucial for building customer trust, satisfaction, and brand loyalty. The study provides actionable insights for herbal product distributors to optimize their marketing approaches and strengthen their brand positioning.

From News Rooms to Press Releases- Redefining Public Relations as the New Journalism

This paper attempts to look at the changing geography of public relations as it's fleetly transubstantiating to perform with old journalism. It critically assesses how PR has come a major player in public converse and how these have made their way into the mainstream media stories and eventually public opinion. The paper shall take a critical look at the strategy the PR companies employ to produce popular and harmonious press releases and pitches with intelligencers and the followership, in areas similar as liar, media relations, extremity operation, and the objectification of new media, social media engagement. It also arises the ethical considerations and problems that PR professionals must have, including not getting prejudiced and transparent while representing the interest of their guests. This demonstrates how public opinion can be manipulated and used through the help of PR and the need to uphold the loftiest integrity norms within those professionals working in the field. This study is understood by the literacy areas into the farther direction of communication and PR manipulation, as well as its eventuality.

Individuals’ Motivations and Engagement With Paralympic Content on Social Media: A Longitudinal Analysis Across Six Summer and Winter Games

Despite the recent growth in Paralympic sport programming and viewership on social media, there remains a limited understanding of social media users’ motivations for consuming and engaging with Paralympic content. Drawing on Uses and Gratifications (U&G) theory, the purpose of this study is to examine the motivations of social media users for consuming Paralympic content and the relationship between different types of motivations and social media engagement. Our data collection spanned six Paralympic Games, both Summer and Winter, from 2012 to 2022, resulting in the analysis of 1,297 tweets from unique X (formerly known as Twitter) users. Findings suggest that the prevalent motives for consuming Paralympics content on X include information, integration and interaction, political stance, empowerment, inspiration, and entertainment. Regarding engagement, inspirational content is most likely to be liked, while integration and interaction, and entertainment are more likely to be retweeted.

I’m Telling You for the Last Time: Digital Mediations of Ambiguous Grief, Coping and Resilience on ‘Glioblastology’

This paper examines the way ambiguous grief related to terminal illness is mediated through a blog titled Glioblastology and via social media engagement with its content and author. Building from the psychology framework of ambiguous loss, this paper positions ambiguous grief as a salient lens through which to discover how users in need of coping spaces are engaging digital space as a medium for meaning making and coping during the diagnosis of a terminal illness.

From Ads to Action: The Influence of Interest Group Supreme Court Confirmation Advertisements on Political Engagement

Interest groups capitalize on the opportunity to influence salient U.S. Supreme Court confirmations, while pursuing organizational and policy goals and hoping to mobilize the public. We test the opportunities and limits of ad influence on political mobilization specifically looking at calls to action (i.e., donations, contacting senators, and social media engagement). By analyzing responses to real interest group-produced video ads from Amy Coney Barrett’s and Ketanji Brown Jackson’s nominations, we discover ads can potentially influence individuals’ political behavior online and spur offline political engagement. Specifically, we find name recognition, partisan congruence, and positive tone positively influence respondent engagement in calls to action. We find ad format in terms of forced exposure and negative tone decrease engagement likelihood. Our study contributes novel insights into the role of online advertising in shaping political behavior around nominations in the digital age.

Study on Assessing the Evolution of Nutritional Choices through Social Media Influence

Social media-related nutritional decisions influencers and commercial postings on social media have a significant impact on people's eating habits, purchasing decisions, and decisions about food in general. It also shapes people's dietary practices and overall nutrition. Investigating dietary habits through social media can be disadvantageous to the potential for biased or inaccurate information, as sensational content can lead to unreliable nutritional advice. The 160 participants' nutritional choices using social media influence data are collected, and random questionnaires are collected. There are some factors depicted in this study that are social media engagement, perceived credibility of nutrition information, influence of social media on food choices, and change in eating habits. The study utilized SPSS-29 for statistical analysis, descriptive statistics, multivariate regression, correlation analysis, and Mann-Whitney U test and Spearman's rank correlation coefficient were used to determine statistical significance. Social media use and food choices are found to be significantly correlated, with more credibility impacting consumption patterns. The most important effect of social media on eating decisions is revealed by multivariate regression. The study interaction with social media significantly influences dietary decisions, affecting credibility perceptions and highlighting the need for rigorous assessment of online nutritional information, as influence often leads to dietary modifications.

The Relationship between Social Media Use and Innovation in Visual Art Practices

Social media usage entails the interacting with online-based platforms to share the content's, connect with other people, and consuming the digital information. Visual art practitioners innovate by employing the new techniques, materials, and viewpoints to generate distinctive, contemporary artistic representations. The purpose of this investigation is to analyze the relationship among the social media use along with innovation in the visual art practices. It integrated the quantitative and qualitative methods. Initially, the sample data is gathered. The sample includes 200 visual artists from diverse fields and artistic backgrounds. Data is gathered using two fundamental techniques like survey and interviews. Based on their survey responses, 20 participants were chosen to perform Semi-structured interviews. Facebook, Instagram, and Twitter are the selected social media platforms. The research findings are quantitative outcomes like correlation analysis and regression analysis, qualitative outcomes such as key themes from interviews, the social media engagement influence on artistic practice aspects, and the social media platforms impact on types of artistic innovations. The ρ-value is less than 0.05. Instagram contributes greatly to artistic innovation by improving collaboration, audience engagement, and visibility, while social media has an overall impact on visual art practices.

Can customer engagement in social media be used as a predictor of operating revenue in SMEs?

Only a few studies have analyzed the direct or material contributions of customer engagement (CE) on social media. This is the first study that specifically examines the capability CE on social media to predict an indicator of business performance, such us the operating revenue, in a sample of small and medium-sized enterprises (SMEs). The author explores this issue by differentiating between the two main approaches used by SMEs in the management of their social networks (internal management with non-specialized staff and outsourced management with specialized professionals). The study, which uses time series analysis by applying the Autoregressive Integrated Moving Average (ARIMA) modeling technique, examines one hundred SMEs over an eight-year period (between October 2015 and October 2023). The results show that when social networks are managed internally, by non-specialized staff, CE on social media cannot be used as an indicator to forecast the company’s operating revenue. On the contrary, when the management of social networks is outsourced to specialized professionals (and combined with other digital marketing actions such as SEO, SEM, emailing, e-commerce, etc.), CE on social media can be used to predict the company's operating revenue. Consequently, based on the results obtained, the present study reveals that the role of CE on social media, as a driver of operating revenue, depends on the social network management approach adopted by the company on these platforms.

Social Media: A Catalyst for Business Growth

Social media platforms, as potent communication channels, are witnessing a surge in user adoption. Their interconnected nature facilitates the sharing of links, ideas, videos, and content, while also enabling user interaction through comments and compliments. Recognizing the strategic value of social media, businesses are increasingly integrating it into their marketing strategies. Platforms like Facebook, Twitter, Instagram, and LinkedIn play a pivotal role in attracting target audiences by fostering direct connections. Empirical evidence suggests a correlation between increased social media engagement and enhanced sales figures. This research paper seeks to investigate the factors driving social media usage and its subsequent impact on business growth. By analyzing secondary data, the study aims to uncover the positive influence of social media on sales and business performance.

The Role of Health Belief Model Constructs and Content Creator Characteristics in Social Media Engagement: Insights from COVID-19 Vaccine Tweets.

The Health Belief Model (HBM) has been widely studied, but it is unclear how social media post creators use HBM constructs to influence the public's awareness of health topics, particularly for COVID-19 preventative health behaviors. Moreover, there is limited knowledge about how content creators enhance user engagement with COVID-19 vaccine tweets. A content analysis of COVID-19 vaccine tweets (n = 362) examined how HBM constructs were used in social media posts and their relationship to content creator characteristics (e.g., race, education level) and user engagement behaviors (e.g., number of favorites). Content creators' tweets about COVID-19-related topics generally centered on two HBM constructs-benefits and barriers-while fewer tweets emphasized perceived susceptibility or self-efficacy; tweets containing these constructs were retweeted less often. Findings revealed that tweets from politicians, health experts, and white and Asian sources emphasized the perceived benefits of the COVID-19 vaccine. Individual tweets, especially from Black individuals and celebrities, generated more user engagement. Understanding the factors that contribute to social media user engagement with health-related content is important for designing more focused and impactful health communication campaigns and promoting healthier habits and perspectives. Thus, by demonstrating the possible relevance of the HBM to digital communication strategies or health campaigns, our study provides useful guidance for health promoters and policymakers who use social media to raise public health awareness.

Internet addiction, sleeping habits and psychological distress in Brazilian adolescents and young adults.

The internet is widespread in modern society and has raised concerns about excessive usage and its consequences for different aging groups. This study explores the relationships between internet addiction, sleep patterns, and psychological distress in adolescents and young adults. In order to assess this phenomenon, an exploratory cross-sectional study was conducted in southern Brazil from October to December 2023. A questionnaire, administered via Google Forms, collected data from 618 participants aged 15-36. The participants consisted of a non-probabilistic community sample selected based on convenience criteria. Instruments included a sociodemographic questionnaire, the Internet Addiction Test, Depression, Anxiety, and Stress Scale, and Social Media Engagement Questionnaire. It was categorized 48.1% as having moderate internet addiction, and classified 0.8% as having severe internet addiction. Correlation analysis revealed positive associations between internet addiction and depression, anxiety, and stress. Logistic regression identified internet addiction and overall psychological distress as predictors of sleep difficulties, along with unemployment status. The findings highlight the detrimental impact of excessive internet use on sleep quality and mental health. The bidirectional relationship between internet addiction and psychological distress underscores the complex interplay between these variables. This study underscores the urgent need for interventions targeting internet addiction and its associated consequences in adolescents and young adults. Addressing internet addiction levels and promoting healthy internet usage habits are crucial steps in mitigating the adverse effects on mental health and sleep quality. There is a need for targeted interventions, protocols, and preventive measures to mitigate the adverse effects of excessive internet use on mental health and sleep quality. Public health strategies should include IA and its consequences in health programs with multidisciplinary approaches and protocols for treatments for behavioral addictions. The study emphasizes the multifaceted nature of internet addiction and its implications for mental health and sleep patterns.

Building Future Leaders: The Power of Brand Knowledge in Shaping the Younger Generation

In the dynamic landscape of leadership development, cultivating future leaders requires a strategic focus on instilling brand knowledge as a powerful tool. Recognizing the profound impact that brand awareness can have on shaping the younger generation, this approach goes beyond traditional leadership training. It emphasizes the importance of understanding and embodying the values, ethos, and narrative of a brand, empowering emerging leaders to navigate complexities with authenticity and purpose. This integration of brand knowledge not only equips them with a strong foundation for decision-making but also fosters a sense of identity and commitment, ultimately contributing to the development of visionary and impactful leaders poised to shape the future. The conceptual model was developed based on four main variables, namely Brand Knowledge Acquisition, Leadership Development Programs, Digital Literacy and Social Media Engagement to Leadership Effectiveness with Brand Integration and Education Level. For analyzing purposes, data was collected from a representative sample of 200 both male and female individual who were aged between 16 to 28 from Colombo metropolitan. A self-administered questionnaire was used for data collection. SPSS version 25 statistical package was used for data analysis. The findings of the study conclude that Brand Knowledge Acquisition, Leadership Development Programs, Digital Literacy and Social Media Engagement have significant impact on Leadership Effectiveness with Brand Integration. And also, Education Level moderate the relation between the power of brand knowledge and Leadership Effectiveness with Brand Integration.