Social Media Features Research Articles

Social Media and Its Impact on Consumers Behaviour

Social media is becoming one of the most popular and commonly used ways of communication. Individuals use social media to communicate with one another all around the world. In recent years, people have used social media to share their stories. This also includes encounters with a product, service, or platform. These product reviews submitted by social media users are seen by thousands of people every day and have become a source of influencing consumer purchasing behaviour. Corporations have begun to utilise social media to advertise their products and services after discovering the significance of this medium. Social media is now being utilised to efficiently sell products and services to a diverse audience. The purpose of this article is to determine how various features of social media might influence customer purchasing behaviour.

Influence of Social Media Advertising on Consumer Behaviour

The old methods of marketing and advertising goods and services are changing in the modern world as a result of social media. The use of social media has significantly increased during the last several years. The old forms of media including radio, magazines, television, and newspapers are being replaced by social media, which enables users to search for and compare any content. To enhance the capital of the current market scenario by adding more effective features in social media advertising, effective online advertisement tactics are therefore required. This dissertation examines theoretical advancements made in previous work on client purchasing decisions and social media marketing, as well as the creation of a new conceptual model. Due to social media, traditional strategies for promoting goods and services are changing in the contemporary era. Over the past few years, social media usage has considerably increased. Social media, which enables users to search for and compare any material, is replacing the traditional media, such as radio, magazines, television, and newspapers. Effective online advertising strategies are thus needed to improve the capital of the present market situation by introducing more effective features in social media advertising.This dissertation investigates new conceptual models as well as theoretical developments made in earlier research on consumer purchasing decisions and social media marketing.

Social Media Use and Empowerment in Dementia Care: Facebook Groups for Family Caregivers as an Example

The expected and nearing approach of a super-aged society and dementia "tsunami" in Taiwan must be prioritized by healthcare professionals to help family caregivers of patients with dementia find effective health information and social support and become more empowered in their caregiving roles. The multiple information and communication technology (ICT) platforms currently available for dementia education and family caregivers range from websites and apps designed by healthcare professionals to social media outlets such as Facebook and Twitter. This article discusses the characteristics of social media, lists the various ICT applications available for dementia care, and highlights the advantages of using Facebook groups created by family caregivers over other digital tools in terms of empowering family caregivers. Finally, the author shares his own field observations of family caregivers FB groups, with the findings expected to assist healthcare professionals, including nurses, to develop and implement more-effective social media strategies.

Influence on Social Media Advertising on Consumer Behavior

The social media is changing the traditional way of marketing and advertising the products as well as services. There's a huge increase in the operation of social media from once many times. The social media helps guests to search and compare any information and therefore it's removing away the traditional form of media like radio, magazines, TV, and review. thus, there's a need for creating effective online announcement strategies to increase the capital of the current request script by introducing more effective features in social media advertising. This study also demonstrates how the impact of social media advertisements changes depending on where a consumer is in the decision-making process for a certain item or service.

ANTICIPATING SOCIO-TECHNICAL CHANGE: USERS BELIEFS AROUND REDDIT’S IPO

Platform changes are a phenomenon endlessly confronting social media users, impacting how they create and consume content. The social media platform “Reddit” is, as of writing, in the midst of a significant planned shift in their socio-economic foundation. Reddit’s owners are moving the company from being a privately held business to a publicly-traded one. While scholarly attention in domains such as human-computer interaction (HCI) has focused on tracing how users understand and respond to changes in the interface features of social media, less consideration has been given to how users make sense of the socio-economic side of the social media platform equation. Through a thematic analysis of Reddit posts and comments mentioning the Reddit IPO made to “r/announcements,” “r/theoryofReddit,” “r/askreddit,” “r/stocks,” “r/wallstreetbets,” and “r/technology,” this study examines how users discuss and make sense of socio-economic change in this social media environment. Findings from this study focus on three themes: 1) What aspects of the techno-cultural facets of Reddit (defaults, protocols, algorithms, and interfaces) users believe might change as a result of the IPO. 2) What policy changes users believe might occur on Reddit, particularly in relation to moderation practices and the kinds of content allowed on the site. And, 3) User beliefs about the particular interests that these changes may serve.

An approach to targeted promotion of HPV vaccination based on parental preferences for social media content

PurposeEffectiveness of message tactics in social marketing projects often varies across groups of individuals, which suggests the importance of tailoring communication approaches to maximize the success of promotional strategies. This study aims to contribute in this direction by using an innovative approach to promote targeted human papillomavirus vaccination, applying conjoint analysis to understand parental preferences for social media content features.Design/methodology/approachAn online purpose-built quantitative survey was administered to a group of parents meeting eligibility criteria. The survey questions were designed based on inputs from formative qualitative research conducted in a previous phase of the study.FindingsIn the overall sample of 285 parents, responses show that image was the most important feature of social media posts overall, followed by source and text. Cluster analysis identified eight segments in the sample based on parental preferences for content features. Significant differences across segments were identified in terms of need for cognition, vaccine hesitancy, parental gender, concerns around side effects, trust in medical providers, information sharing behaviors on social media and information seeking online.Originality/valueThe application of conjoint analysis to promotional content allows to assess which features of the content are most important in persuading different individuals and provide insights on how people process the information, ultimately to inform targeted promotion based on preferences. Conjoint analysis has been widely used in consumer research to explore audience preferences for products or services, but only a few applications of conjoint analysis to the design and testing of promotional content are found in the literature.

The Value of Social Media Data in Fashion Forecasting

Problem definition: How to use social media to predict style color and jeans fit sales for a retailer. Academic/practical relevance: Neither retail practice nor the academic literature provides a method for using social media to predict style color and jeans fit sales for a retailer. We present and validate a systematic approach for doing that. Methodology: Demand forecasting in the fashion industry is challenging due to short product lifetimes, long manufacturing lead times, and constant innovation of fashion products. We investigate the value of social media information for color trends and jeans fit forecasting. We partner with three multinational retailers, two apparel and one footwear, and combine their proprietary data sets with web-crawled publicly available data on Twitter and the Google Search Volume Index. We implement a variety of machine learning models to develop forecasts that can be used in setting the initial shipment quantity for an item, arguably the most important decision for fashion retailers. Results: Our findings show that fine-grained social media information has significant predictive power in forecasting color and fit demands months in advance of the sales season, and therefore greatly helps in making the initial shipment quantity decision. The predictive power of including social media features, measured by the improvement of the out-of-sample mean absolute deviation over current practice ranges from 24% to 57%. Managerial implications: To our knowledge, this study is the first to explore and demonstrate the value of social media information in fashion demand forecasting in a way that is practical and operable for fashion retailers. With consistent results across all three retailers, we demonstrate the robustness of our findings over market and geographic heterogeneity, and different forecast horizons. Moreover, we discuss potential mechanisms that might be driving this significant predictive power. Our results suggest that changes in fashion demand are driven more by “bottom-up” changes in consumer preferences than by “top-down” influence from the fashion industry. Funding: This work was supported by Wharton School Fishman-Davidson Center for Service and Operations Management, the Wharton School Baker Retailing Center, and the Wharton School Risk Management Center Russell Ackoff Doctoral Student Fellowship. Supplemental Material: The online appendix is available at https://doi.org/10.1287/msom.2023.1193 .

Socialization and Digital Marketing Workshop for UMKM in Ngamprah District, West Bandung Regency

Currently, the problem of the lack of understanding of SMEs regarding digital promotion in Ngamprah District has resulted in the product being less exposed to the wider community. The purpose of carrying out this activity is so that industrial players in this area can digitize their products without knowing the location so that the wider community can buy products and the effect of course on the ngamprah community itself. The form of activity in community service is the provision of materials offline, namely a team of lecturers from the Faculty of Economics and Business who came directly to Ngamprah District by providing materials related to Digital Marketing to SMEs. Through this activity, a fairly good understanding was obtained from the participants of the socialization and workshop regarding the preparation of digital marketing, social media marketing, the benefits of digital marketing and the use of social media features.

Subjective norms as a mediator between exposure to online alcohol and marijuana content and offline use among adolescents.

While adolescent substance use (SU) may be viewed as normative, SU can quickly escalate leading to consequences. Social media use may increase SU risk. Despite using social media to connect with others, adolescents also view depictions of glamorised SU by both peers and influential figures. Exposure to online alcohol and marijuana content may impact subjective norms (i.e., injunctive and descriptive) ultimately leading to increased offline SU. Data from a multi-wave project was collected to assess whether subjective norms-mediated associations between exposure to alcohol and marijuana content by peers and influential figures on Instagram and Snapchat and offline SU. At Wave 1, participants were 264 adolescents (Mage =14.91, 51% female, 86% White, 85% Hispanic/Latino/a/x). Injunctive norms significantly mediated associations between exposure to alcohol content posted by peers and influential figures on Instagram and Snapchat and offline alcohol use. Injunctive norms significantly mediated associations between exposure to marijuana content posted by peers and influential figures on Instagram, and peers on Snapchat and offline marijuana use. Descriptive norms significantly mediated associations between exposure to alcohol content posted by peers on Instagram, as well as peers and influential figures on Snapchat and offline alcohol use. Increased exposure to online SU content was more consistently associated with injunctive norms rather than descriptive norms. Future research should examine which social media features (e.g., the like button) contribute to increased subjective norms. Overall, findings suggest that social media may strongly convey approval of SU behaviours rather than actual use.

Social Media Usage

Social media is an important part of young generations' digital lives and has become much more than a social connection tool. This research offers comprehensions into usage of social media among Gen Y and Gen Z and investigates the usage of social media's features such as socialization, information, entertainment, education, and shopping. Various previous studies are available which attempted to investigate the usage of social media by Gen Z and Gen Y independently. This study is the first that attempted to compare the usage between Gen Z and Gen Y. This is an empirical study comprising 293 respondents from Gen Y and Gen Z, who were selected purposively. The findings suggest that Gen Z use social media more than Gen Y for education, entertainment, shopping, and socialization whereas social media usage of both the generations for information seeking are equal. This study offers recommendations for companies from India to consider incorporating social media marketing actions to encourage their brands and products to specific age groups.

Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis

This research aims at providing a meta-analysis of empirical findings of the literature on the characteristics of social media influencers on customer engagement and purchase intention. For this purpose, researchers derived eight social media influencers’ characteristics, i.e., homophily, expertise, trustworthiness, credibility, congruence with the product, entertainment value, informative value, and attractiveness. The current study synthesizes 176 effect sizes derived from 62 individual studies, and 22,554 individuals act as an aggregate sample. Results revealed that these characteristics have a moderate to high correlation with customer engagement and purchase intention. The entertainment value of social media influencers has the strongest association with customer engagement among all the attributes studied in this analysis. It also concluded that the credibility of influencers impacts purchase intention more than any other attribute. This work provides a novel approach to reducing the heterogeneity in influencer marketing research by empirically specifying the directions of relationships and the extent of the effect of these relationships.

The Relationship between Social Media and the Increase in Mental Health Problems.

Social media has become an indispensable aspect of young people's digital interactions, as they use it mostly for entertainment and communication purposes. Consequently, it has the potential to have both positive and negative effects on them. Deterioration in mental health is one of the side effects stemming from social media overuse. This study investigates the relationship between social media and the increase in mental health problems in Saudi Arabia. The population considered for analysis includes young people from Saudi Arabia, with a sample size of 385. A closed-ended survey questionnaire was used to collect data on different social media features and criteria. Using the Analytical Hierarchical Process (AHP), the researcher analyzed data to compare the effect of different social media features on mental health. The social media features included in this paper are private chats and calls, group chats and calls, browsing posts, games, media sharing, adverts, likes/comments/followers, and pages. The researcher adopted entertainment, information, social interaction, privacy, esteem, and communication as the criteria in the AHP process. Among these criteria, the study found that entertainment was the most significant, while privacy was the least significant. Findings suggested that likes, comments, and followers were the biggest contributors to poor mental health (total utility = 56.24). The least effective feature was 'games' (total utility = 2.56). The researcher recommends that social media users be cautious when interacting with social media features, especially likes, comments, followers, media, and posts, because of their significant effect on mental health.

EFEKTIVITAS HASHTAG TIKTOK TRAVEL X WONDERFUL INDONESIA PADA 10 DESTINASI BALI BARU

This study aims to determine the effectiveness of promotion through the hashtag Tiktok Travel X Wonderful Indonesia on 10 New Bali Destinations. In this study, the determination of the sample used the purposive sampling. Data was collected by distributing online questionnaires through social media to 99 respondents, indirect observation, and literature study. The data analysis techniques used are descriptive quantitative analysis using a Likert scale, simple tabulation analysis and the AIDA model. The results of this study indicate that based on the results of research on the characteristics of Tiktok social media users who visited 10 New Bali Destinations, which were dominated by Tiktok social media users from East Java, aged between 18–24 years, female, high school graduates, by profession as a student, has a relatively low monthly income of Rp. 500,000.00 – Rp. 2,500,000.00 While the results of research on the effectiveness of tourism promotion through the hashtag Tiktok Travel X Wonderful Indonesia in 10 New Bali Destinations have an average AIDA score of 3.05 with a scale range of 2.51-4.00 in the effective category., so it can be said that tourism promotion through the hashtag Tiktok Travel X Wonderful Indonesia on 10 New Bali Destinations is able to attract attention (Attention), generate interest (Interest), raise desire (Desire), as well as convincing Tiktok social media users to determine their envoy is to visit directly to 10 New Bali Destinations.

Social media as an enabler of women’s entrepreneurial empowerment during the pandemic

ABSTRACT Entrepreneurs utilize social media to market their products, create value, innovate, and reach their customers. However, recent literature reviews emphasize the need for further investigating the role of social media in small businesses or individual owners. This study explores the enabling empowerment of women pursuing small businesses using social media platforms in Southern Philippines. A thematic analysis, following the grounded theory approach, was conducted to derive themes that explain social media as an enabler of empowerment as experienced by individual women business owners or sellers. The themes indicate that social media enabled them to start or continue their own business and expand their market reach through family and close friends. Moreover, it became an avenue for expressing their autonomy and learning to use the features of social media in an innovative way to support their business.

Multimodal Topic Modeling by Exploring Characteristics of Short Text Social Media

Millions of people post images and texts to express their feelings and point of views on social media everyday, especially on the short text social media such as Twitter or Weibo. As the images can provide important supplementary information for the text, many multimodal topic models have been developed to mine the topics from the multimodal social media content. We summarize three fundamental characteristics of the short text multimodal social media. The first is that the text of a short social media document generally belong to only one topic. The second is that the attached images can be relevant to multiple topics due to the rich information expressed in the images. The last is that although in most cases, text and images in social media posts are relevant, it should be noted that in a small number of cases, text and pictures are not relevant. However, most of the current multimodal topic models fail to model the these characteristics, and thus may produce low-quality topics. Based on these characteristics, we propose an unsupervised multimodal topic model SMMTM to model the short text multimodal social media documents. In the SMMTM model, only one topic is sampled for the the text while an image can belong to different topics. The correlation of the topics between the text and the images in a document are also formulated in an appropriate way. The experiments on three short text social media datasets with four evaluation metrics show the advantages of our model over the existing models.

Social Media Management Strategies and User Engagement Behavior of Japanese Beauty Brands

Facebook is currently the fastest-growing social networking website with the largest user base. In addition to being a communication tool, it is a source of information for users. Facebook’s large user base attracts many enterprises seeking to understand and connect with their target customers. They set up Facebook accounts to promote their products and engage in direct communication with users through posts, comments, and messages. Facebook introduced the “Like” button in 2009, which allows users to express their approval and appreciation instantly. Such convenient interactive features of social media websites allows enterprises to collect feedback from users to formulate future marketing strategies.This study uses a quantitative method to explore the key factors that influence social media users’ feedback on posts. Social media posts of three Japanese beauty brands were categorized based on six key factors, while the ratios of likes given by users was examined as feedback, so as to measure the impact of the key factors on the brand’s attractiveness to customers. The findings of this study will help beauty brands create more effective social media marketing strategies.

How Symbols Influence Social Media Discourse: An Embedding Regression Analysis of Trump’s Return to Twitter

How does social media content affect users’ online discourse? Existing scholarship sheds light on how several social media features involving content can influence users’ speech. However, this research often conflates content’s lexical dimension with its symbolic dimension. The authors analyze how the symbolic properties of online content can distinctly affect discourse on social media. Specifically, they examine how the symbolic meanings conveyed by Twitter’s reinstatement of Donald Trump’s account influenced Twitter users’ discourse. The results of embedding regressions indicate that Trump’s reinstatement immediately shifted users’ discourse about social and political identity-based groups, but only when they discussed Black and Jewish people. Additional results suggest that the discourse became more politicized and that the discursive shift was short lived. The authors’ findings contribute conceptual and analytical clarity to the sociosemantic dynamics of online discourse, encouraging future research to distinguish and compare the lexical and symbolic dimensions of online content.

Penetrasi Politik Identitas melalui Media Sosial: Studi Terbentuknya Identitas Politik “Kampret” dan “Cebong” di Indonesia

This research discusses the emergence of cebong and kampret political identities and their penetration through social media from 2014 to 2022. Segmentation and doctrine of political groups in the 2014 Presidential Election (Pilpres) clashed where Joko Widodo supporters were labeled as cebong and Prabowo Subianto's supporters as kampret. This is qualitative research. Source of data taken through observation and literature study. The results of the study show that the penetration of cebong and kampret identity politics on social media was formed from clashes between the political elites of the PDI-P Party and the Gerindra Party. The process of defining identity antagonistically by defining who is friend and who is foe participates in strengthening identity which results in a “zero sum game” relationship between subjects. This process triggers the emergence of other definitions of identity such as the kampret label giving rise to the cebong label, the cebong label gives rise to the kadrun label and so on. The next stage of penetration is the emergence of the existence and influence of influencers on the cebong-kapret feud phenomenon. The existence of Ade Armando and Denny Siregar as supporters of Joko Widodo as well as the existence of the Opposite6890 account which created negative narratives against Jokowi's government strengthened this institutionalized polarization. This is also an attempt to impress the existence of enemies that hinder the search for power. The characteristics of social media that provide space for freedom of expression without space and time barriers make political expression negative. The emergence of this political identity group has been identified to trigger the development of blasphemy, hate speech, and hoaxes that have the potential to cause division and undermine the nationalism of Indonesian citizens.

Impact of Social Media in Rebuild Destination Image

The growth in the use of social media allied with increasing ownership levels of smart phones indicates that destination marketing organizations of small regional destinations need to pay greater attention to social media and its delivery systems including smart phones. Implications are discussed for managers and stakeholders of small regional destinations, who may find this study valuable in guiding their future social media marketing effort Social media play a significant role both on the demand and on the supply side of tourism allowing destinations to interact directly with visitors via various internet platforms and monitor and react on visitors ́ opinions and evaluations of services. The paper defines how social media and communications can utilized for the destination image rebuilding. It summarizes the main characteristics of social media with implication to destination communication strategy and it deals with changes in visitor’s ́ behaviour affecting the destination image. The main objective of the paper is to show that social media as a tool that can help destinations image rebuilding and to remain competitive.

Use of Social Media by Adolescents for Nutrition Intervention: Factors to consider

Adolescents are the largest population using social media in daily life, and their use is influenced by a wide range of factors. Hence, it is applied in nutrition intervention, which improved their health. However, some intervention lacks participation and engagement. This study identifies factors influencing adolescents’ social media use for nutrition interventions. An in-depth interview was conducted virtually for 30 to 60 minutes focusing on nutrition-related matters with 15 adolescents. Almost all of them were interested to participate in nutrition interventions on social media. User characteristics, environmental factors, and social media features were identified as the factors impacting them.