Social Media In Relation Research Articles

Let's Laugh About It! Using Humor to Address Complainers’ Online Incivility

This research investigates whether companies’ use of humor is an effective strategy to address complainers’ incivility on social media. Using three main experiments, the authors examine observers’ evaluation of companies’ humorous responses on social media in relation to the degree of incivility of the complaints. The authors find, first, that observers develop greater purchase intentions toward companies that use humor to respond to uncivil complaints. Drawing on benign violation theory, they explain that observers are less committed to uncivil complainers, which makes the use of humor more benign and thus more amusing. Second, they compare the effectiveness of humor with an accommodative recovery (e.g., apologies). When the complaint is civil, an accommodative recovery is a more effective strategy than affiliative humor. However, when the complaint is uncivil, affiliative humor is more interesting than an accommodative recovery because of greater engagement with the post (i.e., likes and shares) and similar purchase intentions. Theoretical and managerial implications of these results are then discussed.

The effect of interactivity and trust on donation and eWOM on Facebook and Instagram

Indonesia is a country that has experienced several earthquakes with adverse impacts. This incident triggered fundraising from various parties to help with the handling. The rise of social media affords the chance to facilitate these fundraising activities. The majority of existing research on donations focused on the role of social media in relation to intentions to donate and eWOM intentions lacked investigating the effect of donating intentions on intentions to eWOM and lacked comparing different social media platforms. Therefore, this study compared the effect of interactivity and trust in influencing Donation Intention and eWOM intention for Indonesian earthquake donations on Facebook and Instagram. The technique used was the Multi-Group Analysis (MGA) on PLS-SEM. This study found that for both Facebook and Instagram, trust and interactivity both influence Donation and eWOM Intention. In addition, donation intention influences eWOM intention. In terms of social media platform comparison, there is no difference between Facebook and Instagram regarding the relationships between variables (intention to donate, interactivity, and trust) in influencing eWOM intention. However, Instagram interactivity has a greater influence in influencing people's intentions to donate, while for Facebook, trust has a greater influence. This may be because the average age of Facebook users is higher than that of Instagram users; hence, Facebook users tend to deal more with trust issues while Instagram users seem to be more focused on interactivity. This research contributes to the understanding of online donations involving social media and charitable donations for earthquake relief in Indonesia.

Direct-to-Consumer Genetic Testing on Social Media: Topic Modeling and Sentiment Analysis of YouTube Users' Comments.

With direct-to-consumer (DTC) genetic testing enabling self-responsible access to novel information on ancestry, traits, or health, consumers often turn to social media for assistance and discussion. YouTube, the largest social media platform for videos, offers an abundance of DTC genetic testing-related videos. Nevertheless, user discourse in the comments sections of these videos is largely unexplored. This study aims to address the lack of knowledge concerning user discourse in the comments sections of DTC genetic testing-related videos on YouTube by exploring topics discussed and users' attitudes toward these videos. We employed a 3-step research approach. First, we collected metadata and comments of the 248 most viewed DTC genetic testing-related videos on YouTube. Second, we conducted topic modeling using word frequency analysis, bigram analysis, and structural topic modeling to identify topics discussed in the comments sections of those videos. Finally, we employed Bing (binary), National Research Council Canada (NRC) emotion, and 9-level sentiment analysis to identify users' attitudes toward these DTC genetic testing-related videos, as expressed in their comments. We collected 84,082 comments from the 248 most viewed DTC genetic testing-related YouTube videos. With topic modeling, we identified 6 prevailing topics on (1) general genetic testing, (2) ancestry testing, (3) relationship testing, (4) health and trait testing, (5) ethical concerns, and (6) YouTube video reaction. Further, our sentiment analysis indicates strong positive emotions (anticipation, joy, surprise, and trust) and a neutral-to-positive attitude toward DTC genetic testing-related videos. With this study, we demonstrate how to identify users' attitudes on DTC genetic testing by examining topics and opinions based on YouTube video comments. Shedding light on user discourse on social media, our findings suggest that users are highly interested in DTC genetic testing and related social media content. Nonetheless, with this novel market constantly evolving, service providers, content providers, or regulatory authorities may still need to adapt their services to users' interests and desires.

Social media mining under the COVID-19 context: Progress, challenges, and opportunities.

Social media platforms allow users worldwide to create and share information, forging vast sensing networks that allow information on certain topics to be collected, stored, mined, and analyzed in a rapid manner. During the COVID-19 pandemic, extensive social media mining efforts have been undertaken to tackle COVID-19 challenges from various perspectives. This review summarizes the progress of social media data mining studies in the COVID-19 contexts and categorizes them into six major domains, including early warning and detection, human mobility monitoring, communication and information conveying, public attitudes and emotions, infodemic and misinformation, and hatred and violence. We further document essential features of publicly available COVID-19 related social media data archives that will benefit research communities in conducting replicable and reproducible studies. In addition, we discuss seven challenges in social media analytics associated with their potential impacts on derived COVID-19 findings, followed by our visions for the possible paths forward in regard to social media-based COVID-19 investigations. This review serves as a valuable reference that recaps social media mining efforts in COVID-19 related studies and provides future directions along which the information harnessed from social media can be used to address public health emergencies.

Attitudes Towards Transgender People Among Cisgender Women Who use Vaginismus and PCOS-related Online Forums

ABSTRACT Introduction Polycystic ovary syndrome and vaginismus (V&PCOS) are two common chronic health problems that affect the wellbeing of 9 million or more American women. Women with V&PCOS often report significant delays in diagnosis and negative healthcare experiences. Women also report feeling that their gender expression or femininity is threatened by their condition, stemming predominantly from fertility problems or hirsutism complaints. Online forums for V&PCOS provide needed informational and emotional support, making these forums especially valuable for reducing disparities and increasing quality of life. However, these spaces may not be supportive for all. Informal observation of popular forums suggests frequent marginalization of transgender forum users by cisgender users-behaviors that may be linked to femininity threat. Objective (1) survey cisgender women in V&PCOS online forums on their interactions with and perceptions of transgender individuals who also have these conditions; (2) investigate the link between the threats to feminine identity posed by V&PCOS and perceptions of transgender people with V&PCOS; (3) survey transgender people with V&PCOS on their condition(s), including the role of their own gender identity in their V&PCOS experiences, and their access to critically needed information and support on- and offline; and (4) explore any existing differences in the PCOS versus vaginismus online communities. Methods An 85-item survey will be advertised on various V&PCOS online forums and related social media accounts. This survey includes ad-hoc items as well as validated scales. The ad-hoc items focus on online forum use experiences, including how active or passive participants are in their usage of these forums, their thoughts regarding the types of social support that the forums provide, their attitudes on the presence of transgender people in V&PCOS online forums, and their experiences seeking healthcare. The validated scales include the Transgender Knowledge, Attitudes, and Beliefs scale (TKAB); the 12-item Short Form Health Survey (SF-12); and selections from the Polycystic Ovary Quality of Life scale (PCOS-QoL). The survey also includes the Implicit Attitudes Test, and is calibrated to measure transgender vs. cisgender bias. Demographic items are also included (e.g., gender, sex assigned at birth, education level, sexual orientation, relationship status, race, ethnicity). Results The research team hypothesizes that cisgender women who report more negative attitudes towards transgender people in the TKAB as well as the transgender IAT will also report more negative attitudes regarding the presence of transgender people in V&PCOS health forums. Similarly, the team also predict that high scores on femininity threat measures may be positively associated with negative attitudes towards transgender people. The research team also hypothesizes that transgender people may report more difficulty in finding a supportive environment within V&PCOS forums given the social stigma attached to transgender identity. Conclusions Online forums represent an alternative source of information and support where formal healthcare systems falter. Examining the attitudes towards transgender people in these communities, the experiences of transgender people in them, and the intersecting consequences will help to deepen our understanding of how these communities operate for all people dealing with V&PCOS, regardless of gender. Disclosure Any of the authors act as a consultant, employee or shareholder of an industry for: Match Group

Sex Workers' Lived Experiences With COVID-19 on Social Media: Content Analysis of Twitter Posts.

BackgroundThe COVID-19 pandemic has drawn attention to various inequalities in global societies, highlighting discrepancies in terms of safety, accessibility, and overall health. In particular, sex workers are disproportionately at risk due to the nature of their work and the social stigma that comes alongside it.ObjectiveThis study examines how public social media can be used as a tool of professional and personal expression by sex workers during the COVID-19 pandemic. We aimed to explore an underresearched topic by focusing on sex workers’ experiences with the ongoing COVID-19 pandemic on the social media platform Twitter. In particular, we aimed to find the main issues that sex workers discuss on social media in relation to the COVID-19 pandemic.MethodsA literature review followed by a qualitative analysis of 1458 (re)tweets from 22 sex worker Twitter accounts was used for this study. The tweets were qualitatively coded by theme through the use of intercoder reliability. Empirical, experimental, and observational studies were included in this review to provide context and support for our findings.ResultsIn total, 5 major categories were identified as a result of the content analysis used for this study: concerns (n=542, 37.2%), solicitation (n=336, 23.0%), herd mentality (n=231, 15.8%), humor (n=190, 13.0%), and blame (n=146, 10.0%). The concerns category was the most prominent category, which could be due to its multifaceted nature of including individual concerns, health issues, concerns for essential workers and businesses, as well as concerns about inequalities or intersectionality. When using gender as a control factor, the majority of the results were not noteworthy, save for the blame category, in which sexual and gender minorities (SGMs) were more likely to post content.ConclusionsThough there has been an increase in the literature related to the experiences of sex workers, this paper recommends that future studies could benefit from further examining these 5 major categories through mixed methods research. Examining this phenomenon could recognize the challenges unique to this working community during the COVID-19 pandemic and potentially reduce the widespread stigma associated with sex work in general.

Scandinavian Nurses' Use of Social Media during the COVID-19 Pandemic-A Berger and Luckman Inspired Analysis of a Qualitative Interview Study.

There is a knowledge gap about nurses’ use of social media in relation to and during the COVID-19 pandemic, which demands the upholding of a physical distance to other people, including patients and their relatives. The study aims to explore how nurses in the Scandinavian countries used social media for professional purposes in relation to the first 15 months of the COVID-19 pandemic. Qualitative, semi-structured interviews with 30 nurses in three Scandinavian countries (Denmark, Norway, and Sweden) were conducted. Thematic analyses were made, methodically inspired by Braun and Clarke, and theoretically inspired by Berger and Luckmann’s theory about the construction of social reality. The Standards for Reporting Qualitative Research (SRQR) checklist was used. The results showed that social media was a socialisation tool for establishing new routines in clinical practice. Virtual meeting places supported collective understandings of a specific COVID-19 ‘reality’ and ‘knowledge’ amongst nurses, with the pandemic bringing to the fore the issue of e-professionalism among nurses relating to their clinical practice. However, social media and virtual education were not commonly used in patient contacts. Further, nurses attempted a re-socialisation of the public to proper COVID-19 behaviour through social media. Moreover, blurred boundaries between acting as a private individual and a professional nurse were identified, where ethics of the nursing profession extended to nurses’ private lives.

Welcome to the Metaverse: Social Media, the Phantasmatic Big Other, and the Anxiety of the Prosthetic Gods

In Algorithmic Desire: Toward a New Structuralist Theory of Social Media, Matthew Flisfeder develops an alternative structuralist theory of social media. As a Žižekian analysis of social media, this book is an important contribution to the field of Žižekian studies. While Flisfeder theorizes social media in relation to Slavoj Žižek’s idea of the big Other, he nonetheless proposes an unorthodox understanding, importantly choosing not to engage Žižek’s analysis of technology, which develops in the context of his discussion of artificial intelligence and virtual reality in relation to Freud’s “prosthetic God” and Lacan’s lathouses. The present essay suggests that Žižek’s analysis of technology has radical implications for understanding social media, providing an important perspective that shifts the emphasis of theorizing social media from desire to anxiety in a zone “beyond the pleasure principle,” an analysis that Žižek situates in the context of the global COVID-19 pandemic and its impact on the big Other.

Run like a mother: running, race, and the shaping of motherhood under Covid-19

ABSTRACT This article examines how three UK & US media representations of mother running negotiate, challenge, and reassert the boundaries and meanings of contemporary motherhood. Using literary and cultural analysis alongside feminist and critical race theories, I investigate what is normalized and what is obscured by the figure of the mother runner in the following mediated examples: 1) a newspaper article published in 2020 during the Covid-19 pandemic about the British running club “This Mum Runs;” 2) the website and related social media of “Another Mother Runner;” 3) and a 2019 video op-ed by Olympic medal winner Alysia Montano, in which she discusses her decision to compete while pregnant. I situate my analyses of these objects in wider contexts and critiques of gender, race, class and maternity under neoliberalism. My conclusion explains how some mother runners work neoliberalism’s contradictions to form collectivities that challenge the limitations on female selfhood put forth by the corporatization of the #motherrunner.

Digitalization: Reveal the Resilience and Sustainability of SMEs in the Covid-19 Pandemic

This research aims to reveal the digitization of SMEs how they can continue to survive in the pandemic era and be sustainable. The analysis uses a qualitative case study approach based on semi-structured interviews that allow for personal, actual interpretation and a reduction in general explanations. Cases are selected based on established criteria for SMEs in Malang City. Data collection was carried out by exploring related SMEs social media sites, direct observation of offline stores and candid interviews with business owners. SMEs selected according to the criteria set to be the object of research are Serena Cookies, Cornelia and Anda Cookies. The study results revealed that the SMEs studied were able to survive in the pandemic era with relatively stable business conditions. The business management carried out is with online and offline management models, which require the digitization capability of each business manager. The results of this study can be a reference for managing SMEs businesses engaged in the food industry sector, how to order online and offline to continue to survive not only during the pandemic but further for long-term business sustainability by continuing to improve their digital capabilities.

Content analysis of the impact of COVID-19 on weight and shape control behaviors and social media content of U.S. adolescents and young adults

ObjectiveThe current study examines impacts of the COVID-19 pandemic on weight/shape control behaviors among adolescents and young adults in the U.S., and perceived changes to related social media content. MethodA sample of youth (14–24 years) from MyVoice, a national text-message-based cohort, provided open-ended responses to questions on changes in eating and exercise habits due to concern about weight/shape, and social media content related to weight/shape, during the pandemic. Responses were collected using a secure online platform and analyzed using content analysis. ResultsAmong respondents (n = 939/1153, response rate = 81%), 40.0% adopted behaviors for the purpose of weight/shape control during the pandemic. Nearly half (49.2%) reported seeing posts about weight/shape on social media during the pandemic. DiscussionFindings from this study indicate that weight/shape concerns among adolescents and young adults in the U.S. may have increased due to the COVID-19 pandemic, with social media content as a potentially contributing factor.

The Effect of Adult Women s Lifestyle on the Use of the Beauty Information on Social Media and Skin Care Related Purchase Motivation for the Skin Health Protection

Purpose: Personal hygiene become important due to the Covid-19 outbreak after 2019. An interest in skin health care has received attention to protect facial skin from wearing a protective mask on every day basis. This study has researched on an effect of lifestyle of female adult on searching beauty information through social network service (social media) and motivation to invest on skincare service. Method: Survey method was used to gather information from 20s~50s of female. The survey consists of life-style, a usage of beauty information through social media, the motivation to purchase skincare service, and de-mographic variables. To characterize subjects, percentage, average, and frequency were calculated. Pearson Corre-lation has been applied to analyze the relationship between lifestyle, the usage of beauty information through social media and the motivation to purchase skincare service. Multiple regression analysis was performed to find cause-and-effect relationship. Results: First, achievement seeking types and trend seeking types were outcomes as lifestyle. Information spread, sharing latest information, a use of information was obtained as a result of use of beauty information through social media. Aims of purchase of skincare were for relaxing, improving skin condition, and external stimulation based on this study. Second, among the lifestyles, achievement seeking types were found to use the latest variety of social media beauty information for purpose of rests, and trend seeking types were found to be active in using various skin care related purchase motivations and social media beauty information. Conclusion: These studies confirmed that depending on types of lifestyles, an influence of use of beauty infor-mation on social media is different on skin care related purchase motivation. This study can be a baseline for marketing in the skin care industry by identifying lifestyle characteristics and use of beauty information on social media characteristics.

Nurses' use of social media during the COVID-19 pandemic-A scoping review.

BackgroundDuring the COVID-19 pandemic, nurses stand in an unknown situation while facing continuous news feeds. Social media is a ubiquitous tool to gain and share reliable knowledge and experiences regarding COVID-19. The article aims to explore how nurses use social media in relation to the COVID-19 pandemic.MethodA scoping review inspired by Arksey and O’Mally was conducted by searches in Medline, CINAHL, Academic Search Complete and Web of Sciences. Empirical research studies investigating nurses’ use of social media in relation to COVID-19 were included. Exclusion criteria were: Literature reviews, articles in languages other than English, articles about E-health, and articles investigating healthcare professionals without specification of nurses included. Articles, published in January-November 2020, were included and analysed through a thematic analysis. The PRISMA-ScR checklist was used.ResultsMost of the eleven included studies were cross-sectional surveys, conducted in developing countries, and had neither social media nor nurses as their main focus of interest. Three themes were identified: ‘Social media as a knowledge node’, ‘Social media functioned as profession-promoting channels’ and ‘Social media as a disciplinary tool’. Nurses used social media as channels to gain and share information about COVID-19, and to support each other by highlighting the need for training and changes in delivery of care and redeployment. Further, social media functioned as profession-promoting channels partly sharing heroic self-representations and acknowledgment of frontline persons in the pandemic, partly by displaying critical working conditions. Finally, nurses used social media to educate people to perform the ‘right ‘COVID-19’ behaviours in society.ConclusionThis review provided snapshots of nurses’ uses of social media from various regions in the world, but revealed a need for studies from further countries and continents. The study calls for further multi-methodological and in depth qualitative research, including theoretically framed studies, with a specific focus on the uses of social media among nurses during the pandemic.

ANALYZING THE USES OF FACEBOOK ADVERTISING AS A SOCIAL MEDIA MARKETING TECHNIQUE OF A BANK: A STUDY ON A PRIVATE BANK LIMITED

In the era of globalization, the media is the essential fact of advertising in the competitive market. The main objective of this report is to analyze the uses of Facebook Advertising as a Social Media Marketing Techniques of a private bank. Data were collected using a survey questionnaire. The targeted respondents of this study were bank employees of a private bank, the Lohagara-Narail branch. Both male and female respondents have answered the questionnaire. Data were analyzed quantitatively using SPSS, which was a statistical method for analyzing numerical data. Both primary and secondary data were necessary for the fulfillment of the research project. Secondary data were collected from various published documents in related books, journals, social media, and websites. For getting primary data, respective respondents were interviewed personally to collect the data required through a structured questionnaire with marketing experts and employees from some reputed and leading companies that were descriptive research question and also a face-to-face interview with the customers that was exploratory research question. A five-point Likert scale has been used for study purposes. To attain customer attention, Facebook marketing is directly associated with the benefits of the social media platform. From this study, the employee and customers can know about Facebook Advertising as a Social Media Marketing Techniques.

Red, yellow, green or golden: the post-pandemic future of China's health code apps

ABSTRACT The red, yellow, and green three-colored health code apps (HCAs) have been credited as an effective tool for the COVID-19 response in China, with a golden color added indicating vaccination status in spring 2021. Although the success of HCA as a public health intervention might have legitimized government or corporate surveillance, the scope and contour of post-pandemic HCA use remain unclear. Both officials and tech firms have been promoting broader post-pandemic HCA use for purposes beyond pandemic control. This research draws on theories on privacy, trust, and media engagement to investigate factors affecting Chinese public opinion on HCA's post-pandemic use. Original survey data were collected in 2021 from adult HCA users in two major Chinese cities: Wuhan where COVID-19 cases were first identified and Hangzhou where the first HCA was deployed. Results point to a majority for moderate post-pandemic HCA use, while almost four out of ten users support expansive HCA use and the voice for restricted or terminated use is tiny. Greater acceptance of HCA data use by various institutional stakeholders, greater institutional trust, greater engagement with COVID-19 related social media content increased the support for expansive use.

COVID-19 related social media use and attitudes towards pandemic control measures in Europe

In this paper, we explore how the public sphere in Europe changed in the COVID-19 pandemic, i.e., under conditions of extensive social isolation and limited physical contact opportunities. Using data from the Eurobarometer from 2020 and 2021, we show what role digital and social media in particular played in the pandemic. In doing so, we pursue the question of what significance these media had for attitudes towards issues of pandemic control and thus also for emerging social conflicts in the context of the pandemic.

HelaNER 2.0: A Novel Deep Neural Model for Named Entity Boundary Detection

Named entity recognition (NER) is a sequential labelling task in categorizing textual nuggets into specific types. Named entity boundary detection can be recognized as a prominent research area under the NER domain which has been heavily adapted for information extraction, event extraction, information retrieval, sentiment analysis etc. Named entities (NE) can be identified as per flat NEs and nested NEs in nature and limited research attempts have been made for nested NE boundary detection. NER in low resource settings has been identified as a current trend. This research work has been scoped down to unveil the uniqueness in NE boundary detection based on Sinhala related contents which have been extracted from social media. The prime objective of this research attempt is to enhance the approach of named entity boundary detection. Considering the low resource settings, as the initial step, the linguistic patterns, complexity matrices and structures of the extracted social media statements have been analyzed further. A dedicated corpus of more than 100,000 tuples of Sinhala related social media content has been annotated by an expert panel. As per the scientific novelties, NE head word detection loss function, which was introduced in HelaNER 1.0, has been further improved and the NE boundary detection has been further enhanced through tuning up the stack pointer networks. Additionally, NE linking has been improved as a by-product of the previously mentioned enhancements. Various experimentations have been conducted, evaluated and the outcome has revealed that our enhancements have achieved the state-of-art performance over the existing baselines.

Weak and strong ties and its connection to experts' problem-solving styles in scaffolding students' PBL activities on social media

Background: Studies have acknowledged that social media enables students to connect with and learn from experts from different ties available in the students’ personal learning environment (PLE). Incorporating experts into formal learning activities such as scaffolding problem-solving tasks through social media, allows students to understand how experts solve real-world problems. However, studies that evaluate experts’ problem-solving styles on social media in relation to the tie strength of the experts with the students are scarce in the extant literature. This study aimed to explore the problem-solving styles that the experts portrayed based on their ties with the students in problem-based learning (PBL) on Facebook. Methods: This study employed a simultaneous within-subject experimental design which was conducted in three closed Facebook groups with 12 final year management students, six business experts, and one instructor as the participants. The experts were invited by the students from the weak and strong ties in their PLE. Hinging on the Strength of Weak Ties Theory (Granovetter, 1973) and problem-solving styles (Selby et al., 2004), this study employed thematic analysis using the ATLAS.ti qualitative data analysis software to map the experts’ comments on Facebook. Results: The experts from strong and weak ties who had a prior relationship with the students showed people preference style by being more sensitive to the students' learning needs and demonstrating firmer scaffolding compared to the weak ties' experts who had no prior relationship with the students. Regardless of the types of ties, all experts applied all manner of processing information and orientation to change but the degree of its applications are correlated with the working experience of the experts. Conclusion: The use of weak or strong ties benefited the students as it expedited their problem-solving tasks since the experts have unique expertise to offer depending on the problem-solving styles that they exhibited.

The self-selected use of social media for the pre-registration student nurse journey: An interpretative phenomenological analysis

Objective: To explore the lived experience of the phenomenon of self-selected social media use through the viewpoint of UK pre-registered student nurses in relation to their studies.Methods: Seven UK pre-registration student nurses who used social media in relation to their nursing studies were interviewed during February and March 2020. Semi-structured interviews were transcribed and analysed using interpretative phenomenological analysis.Results: Four themes indicated that students used social media to discover, create and control their ‘own space’ for personal and professional benefit, through a ‘whole new world’ of social connections, ‘opening doors’ for learning and development to support themselves and each other on their ‘journey to be nurses’. The analysis also revealed an inherent journey of self-discovery affording self-empowerment and resilience, the significance of which was dependent on each participant’s characteristics and experiences.Conclusions: Social media use may have the potential to assist student nurse decisions related to, enhance the experience of, and engagement in, their education. As an international phenomenon, social media could be considered as an agent to improve student nurse retention and facilitate recruitment. Future research is recommended to explore the use of social media in this way as well as the challenges to its use.

Pupils’ Use of Social Media and Its Relation to Mental Health from a School Personnel Perspective: A Preliminary Qualitative Study

The extent of mental health problems among adolescents seems to be on the rise, and this observed trend has often been linked to a coinciding increase in social media use. The goal of the current preliminary study was to investigate how senior high school personnel experience the role of social media in relation to the mental health of their pupils. Two focus group interviews (total n = 11) were completed and analyzed using reflexive thematic analysis, resulting in 4 themes and 11 subthemes. The results illustrate that school personnel experience social media as a tool for communication, but also as a potential cause of mental health issues and reduced academic performance among pupils. The participants called for schools to become better equipped to meet the opportunities and challenges of social media.