Social Media Interactions Research Articles

The Impact of Brand Personality Congruence on Brand Loyalty in Social Media Interactions: A Cultural Difference Perspective

This paper examines the impact of brand personality congruence on brand loyalty in the context of social media interactions, with a focus on cultural differences. By analyzing the extent to which consumers’ perceptions of a brand’s personality align with their own self-concept, this study aims to understand how this congruence influences brand loyalty across different cultural settings. The research utilizes a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather insights from social media users in various cultural contexts.

Evaluative Exploration of Data Monetisation Platform Capabilities

The article explores the capabilities of various data monetization platforms, such as Gener8, Datacoup, Datawallet, and Swash, highlighting their innovative approaches, user benefits, ethical considerations, and privacy implications. Through comparative analysis, the study examines how these platforms transform personal data into economic value, offering users different methods for monetizing online behaviour, social media interactions, and web activity. Gener8, for instance, rewards users for ad viewing and enhances online shopping experiences, while Datacoup allows for direct data sales, emphasizing user consent and transparency. Swash offers a passive income model through a browser extension, prioritizing user privacy and employing blockchain technology for secure transactions. The article delves into the ethical and privacy concerns arising from data commodification, advocating for robust regulatory frameworks and transparency in data transactions. It concludes that while these platforms offer new opportunities for personal data monetization, they also necessitate careful consideration of privacy implications, underscoring the need for ongoing dialogue around the value of personal data and individuals' rights in the digital marketplace.

Pelatihan Digital Marketing untuk Produk Wirausaha Mahasiswa Masa Pandemi Covid-19

Baubau City in the future need for labor is more competitive, estimating the growth of the need for employment and the workforce in the next few years has implications for the need for creative innovation to be able to work. This community service activity aims to provide education for business actors at the University Muhammadiyah Buton. The method of carrying out activities using socialization and FGD to students with a digital marketing approach, external activities directed at creating content uploaded on YouTube to be disseminated. The result of the activation process is that student business actors have practiced digital marketing patterns, mainly through social media posts, but in content management and display are not optimal. With the implementation of digital marketing training, business students can optimize social media for marketing, create easy-to- remember account names, post regularly and regularly, use hashtags, as well as active social media interactions to better respond to consumen. In addition, training assignments are carried out through the creation of video content and have been uploaded via YouTube.

Understanding Social Media Information Sharing in Individuals with Depression: Insights from the Elaboration Likelihood Model and Schema Activation Theory.

How individuals engage with social media can significantly impact their psychological well-being. This study examines the impact of social media interactions on mental health, grounded in the frameworks of the Elaboration Likelihood Model and Schema Activation Theory. It aims to uncover behavioral differences in information sharing between the general population and individuals with depression, while also elucidating the psychological mechanisms underlying these disparities. A pre-experiment (N=30) and three experiments (Experiment 1a N=200, Experiment 1b N=180, Experiment 2 N=128) were executed online. These experiments investigated the joint effects of information quality, content valence, self-referential processing, and depression level on the intention to share information. The research design incorporated within-subject and between-subject methods, utilizing SPSS and SPSS Process to conduct independent sample t-tests, two-factor ANOVA analyses, mediation analyses, and moderated mediation analyses to test our hypotheses. Information quality and content valence significantly influence sharing intention. In scenarios involving low-quality information, individuals with depression are more inclined to share negative emotional content compared to the general population, and this tendency intensifies with the severity of depression. Moreover, self-referential processing acts as a mediator between emotional content and intention to share, yet this mediation effect weakens as the severity of depression rises. Our study highlights the importance of promoting viewpoint diversity and breaking the echo chamber effect in social media to improve the mental health of individuals with depression. To achieve this goal, tailoring emotional content on social media could be a practical starting point for practice.

A Study of the Relationship between Social Media Marketing through Influencer Marketing and SMEs: Applied on the Egyptian Small and Medium Enterprises

This paper explores the multidimensional influence of social media marketing on Egypt’s Small and Medium Enterprises. This study adopts a mixed-methods approach, integrating surveys, interviews, and case studies to give a thorough analysis. The study begins by assessing the amount of social media marketing adoption among Egyptian SMEs and identifying the most regularly used platforms. It evaluates the frequency and characteristics of social media interactions among SMEs, including consumer engagement and collaborations. Furthermore, the study assesses the problems associated with resource limits, digital literacy, and cultural issues in incorporating social media into SME operations. In addition, the study explores the impact of content created by users and online reviews on brand impression and consumer loyalty. The study also examines whether having an active social media presence corresponds with increasing revenue, market share expansion, and globalization activities. It investigates the role of social media marketing in promoting SMEs’ access to finance and collaborations. In conclusion, this thesis contributes to the existing literature by conducting a comprehensive evaluation of the impact of social media marketing on small and medium-sized enterprises (SMEs) in Egypt. It highlights the immense potential of social media and identifies various challenges SMEs face. The research recommends how policymakers, business support organizations, and SME owners can leverage social media marketing to enhance competitiveness and sustainability in the Egyptian business environment. Keywords: Social Media Marketing – Marketing – SMEs – Egypt.

Network Big Data Analysis with Multi-Factor Hashing Ethereum Classification (Mfh-Ec): An Approach to Develop Strategy of the Tourism Industry Under the Post-Epidemic Situation

In the tourism industry, big data has emerged as a revolutionizing the way businesses operate and travelers experience destinations. With the vast amount of data generated from online bookings, social media interactions, and mobile applications, tourism companies can gain valuable insights into traveler preferences, behavior patterns, and market trends. This paper proposes a development strategy for the tourism industry in the post-epidemic situation, leveraging network big data analysis with Multi-Factor Hashing Ethereum Classification (MFH-EC). By harnessing the power of network big data, this strategy aims to provide insights into changing traveler preferences, market dynamics, and risk factors in the wake of the pandemic. The MFH-EC model facilitates the classification and analysis of diverse factors influencing tourism development, including economic indicators, health and safety measures, environmental conditions, and traveler sentiment. Through simulated experiments and empirical validations, the effectiveness of the proposed strategy is assessed, demonstrating significant improvements in predictive accuracy and decision-making capabilities. For instance, the MFH-EC model achieved an 80% accuracy rate in predicting tourism demand shifts and a 30% reduction in forecasting errors compared to traditional methods. These results underscore the potential of network big data analysis with MFH-EC in guiding strategic decision-making and fostering sustainable recovery and growth in the tourism industry post-epidemic.

IMPLEMENTASI KARAKTER PROFIL PELAJAR PANCASILA DALAM PEMBELAJARAN MATEMATIKA SMK BERBASIS TPACK

The Indonesian nation has Pancasila, Pancasila is a national character which now among students of the millennial generation has begun to fade the awareness to live it. Starting from the first to the fifth precepts, all of them cover various lines of life lived by humans, therefore, we should reaffirm this national identity, through Pancasila. which is integrated in the TPACK-based mathematics subject at SMK Negeri 1 Karanggayam, Kebumen Regency, both in planning, implementation and evaluation, program influence and factors related to character education strengthening programs that are integrated in mathematics subjects at SMK Negeri 1 Karanggayam, Kebumen Regency. Research this has been done using the type of library research (library research). The source used is scientific literature in the form of books, journals, scientific articles related to research topics. Next, the data were analyzed using the content analysis method. The profile of Pancasila students is the character and abilities that are built in daily life and lived in students through the culture of the education unit, intracurricular, projects to strengthen the profile of Pancasila students, and extracurriculars. The Pancasila Student Strengthening Project is an interdisciplinary project. The project at SMK Negeri 1 Karanggayam carries the theme Engineering and technology with the sub-theme of ethics in digital media in the odd semester of 2022. Awareness about using the internet properly emerges as educational material for students so that each student can maintain their attitude, behavior and interactions in social media

Enhancing audience engagement through ai-powered social media automation

Enhancing Audience Engagement using AI-Powered Social Media Automation is a significant part of modern marketing techniques. This research addresses the application of artificial intelligence (AI) to automate social media interactions to boost audience engagement. The study dives into numerous AI approaches and algorithms applied in social media automation and assesses their success in enhancing audience participation, brand exposure, and customer happiness. The research explores the influence of AI-powered automation on multiple social media platforms. It assesses its potential to boost audience engagement metrics such as likes, shares, comments, and click-through rates. The study identifies critical elements driving audience engagement through detailed analysis and modeling and suggests techniques for enhancing AI-powered social media automation processes. The results add to excellent knowledge of how AI technology may be exploited to generate more meaningful interactions with online audiences, eventually boosting corporate development and consumer loyalty in the digital age.

AI IN PROJECT MANAGEMENT: EXPLORING THEORETICAL MODELS FOR DECISION-MAKING AND RISK MANAGEMENT

This paper explores the transformative potential of Artificial Intelligence (AI) in personalized marketing. It highlights how AI can analyze vast amounts of customer data to create targeted messages, recommendations, and real-time interactions that resonate with individual needs and preferences. This personalized approach fosters deeper consumer engagement, leading to increased satisfaction, brand loyalty, and business success. The paper discusses the future potential of AI in shaping personalized marketing experiences. However, responsible implementation will be paramount in ensuring a positive future for both brands and consumers. Enhanced version of the abstract incorporating additional insights, this paper delves into the transformative power of Artificial Intelligence (AI) in personalized marketing. It explores how AI algorithms can analyze a multitude of customer data points, including purchase history, website behavior, and social media interactions. This rich data empowers brands to create highly targeted messages, recommendations, and real-time interactions that resonate with individual customer needs and preferences. By fostering deeper consumer engagement, AI-powered personalization unlocks a pathway to increased customer satisfaction, brand loyalty, and ultimately, significant business growth. However, the paper acknowledges the ethical considerations that accompany AI implementation. Responsible data practices are paramount, ensuring data security and mitigating bias in AI algorithms to prevent discriminatory marketing practices. Transparency in how data is collected and used builds trust with consumers, fostering a mutually beneficial relationship. Looking ahead, the paper explores the vast future potential of AI in personalized marketing. Imagine AI-powered Chat bot offering personalized product recommendations in real-time, or virtual reality experiences tailored to individual preferences. The future of marketing lies in creating genuine connections with consumers, and AI provides the tools to personalize the customer journey at every touch point. However, navigating the ethical landscape and prioritizing responsible data practices will be crucial in ensuring a positive future for both brands and consumers.
 Keywords: Artificial Intelligence (AI), Personalized Marketing, Customer Engagement, Customer Data, Marketing Strategy.

Dynamics of Social Media Interaction: Implications for the Manifestation of Digital Business Image and Reputation in Public Perception

Dynamics of Social Media Interaction: Implications for the Manifestation of Digital Business Image and Reputation in Public Perception

Save the Day: How the Dissemination of Tourism Crises Can Reinvigorate a Tourism Destination Image after the Seoul Halloween Crowd Crush

For tourism crises, social media present a double-edged sword: while disseminating the damage caused by tourism crises, it also has the potential to enhance the destination’s visibility and serve as a promotional tool. So, we cannot entirely negate the dissemination of tourism crises but rather proactively utilize its positive aspects to promote the sustainable development of the tourism destination image (TDI). Crisis events caused by management mistakes can be particularly damaging to people’s trust in destination management organizations (DMOs), and a crowd crush is a common and highly damaging type of tourism crisis caused by public management mistakes. Thus, the purpose of this study is to summarize the factors that may positively influence TDI in the dissemination of tourism crises such as the Seoul Halloween crowd crush. This study takes the Seoul Halloween crowd crush as an example and constructs a theoretical model based on information ecology theory. The relationships of variables in the model were analyzed through structural equation modeling. The results show that information transparency, subject authority, and social media interactivity positively influence an organic cognitive image. Social connection and social media interactivity positively influence this organic affective image. Finally, this study provides targeted recommendations for DMOs, which is important for the restoration of TDI after crises.

The impact of social media on the happiness of Chinese college students

BackgroundIn the contemporary academic milieu, an array of erudite investigations has meticulously delved into the ramifications of social media paradigms on the nuances of modern societal interactions. Predominantly, these scholarly endeavors have harnessed quantitative methodologies to discern both the advantageous and detrimental implications of social media. Notwithstanding these extensive analyses, there appears to be a conspicuous lacuna in the literature about the subjective repercussions of social media on the well-being and contentment of tertiary education students. In light of this gap, the present qualitative exploration seeks to elucidate the perceptions of Chinese collegiate individuals vis-à-vis the influence of social media platforms on their experiential happiness. MethodGuided by interpretative phenomenological analysis (Jonathan et al., 2022) [1], we conducted 3 semi-structured interviews with 5 university students. ResultUsing an interpretive phenomenology analysis approach four themes. They are (1) The Paradox of Temperance and Indulgence, (2) Identity Construction and Presentation, (3) Social Support and Connection, and (4) Social Comparison and Self-Evaluation. DiscussionFindings suggest that the individual well-being of college students may be affected by ambivalence between moderate and indulgent use of social media, social media interactions to maintain and enhance personal identity, and comparisons between individuals and certain online groups. Therefore, the government, higher education institutions, and college students should work together to build a safe and happy university life.

Investigating the Adverse Effects of Social Media and Cybercrime in Higher Education: A Case Study of an Online University

The utilization of social media alongside the escalating occurrence of cybercrime presents significant hurdles for higher education institutions in today's digital era, prompting a comprehensive exploration of their ramifications. This study investigates the intersection of social media and cybercrime within higher education, focusing particularly on an online university environment. Its aim is to analyze patterns of social media usage, the prevalence of cybercrime, and effective strategies for addressing these challenges among online university students. Through a mixed-methods approach, data were collected from a cohort of 100 students via surveys to evaluate their social media interactions and perceptions of cybercrime. Findings reveal a diverse distribution of students across faculties, with WhatsApp and Instagram emerging as the dominant platforms. Noteworthy is the active engagement of students on social media for academic purposes, though perspectives on cyberbullying and hacking risks vary. The study emphasizes the complex dynamics of social media and cybercrime in online higher education, highlighting the importance of comprehensive risk management and student well-being. As such, it advocates for the implementation of cybersecurity training and the enhancement of social media guidelines to cultivate digital literacy and foster a secure online learning environment. This research offers valuable insights into the evolving landscape of digital technologies within educational institutions, laying the groundwork for future investigations into effective interventions and policy frameworks.Top of Form

Behaviour change: The impact of consumer trust on product purchase decision making

<p>Business is an interesting thing among young people today, where business programs continue to be promoted and become the main thing so that economic stability continues like a rolling wheel. The purpose of this study was to determine the impact of consumer behaviour on product trust through social media on purchasing decisions with respondents being social media users. Social media, an expansive digital landscape fostering communication and interaction, emerges not merely as a conduit for social engagement but significantly as a hub for the strategic promotion and marketing of products, amplifying consumer interest and engagement. The method used in this research is a quantitative method with a direct survey and a questionnaire, the research sample is 120 community respondents who actively buy products through social media. The profound revelations gleaned from this study unveiled a pivotal correlation: the palpable influence wielded by-product trust cultivated through social media channels on the decisions to purchase. Notably, the findings underscore the compelling and direct positive impact wielded by-product trust engendered via social media interactions on shaping and actualizing consumer purchasing behaviors.</p>

Improving the prediction of social media engagement in universities by utilizing feature selection in machine learning

This study aims to examine the importance of feature selection in machine learning, specifically in predicting user engagement with social media post photographs on university Facebook pages. The paper uses a thorough analysis to demonstrate the crucial significance of choosing suitable features and their corresponding algorithms. The research intends to demonstrate how this strategic approach affects the accuracy of prediction findings in social media interaction. The research presents a compelling case study involving 24 leading universities from Australia, the United Kingdom, and the United States. The results underscore the efficacy of the method, stressing that the meticulous selection of characteristics and the use of appropriate algorithms are crucial elements for attaining the best results in social media forecasts. Implications: The study's results have important consequences, particularly within the changing environment of machine learning and its use in social media. Feature selection and algorithm choice are vital for optimizing social media initiatives for institutions.

Can ChatGPT be used to predict citation counts, readership, and social media interaction? An exploration among 2222 scientific abstracts

This study explores the potential of ChatGPT, a large language model, in scientometrics by assessing its ability to predict citation counts, Mendeley readers, and social media engagement. In this study, 2222 abstracts from PLOS ONE articles published during the initial months of 2022 were analyzed using ChatGPT-4, which used a set of 60 criteria to assess each abstract. Using a principal component analysis, three components were identified: Quality and Reliability, Accessibility and Understandability, and Novelty and Engagement. The Accessibility and Understandability of the abstracts correlated with higher Mendeley readership, while Novelty and Engagement and Accessibility and Understandability were linked to citation counts (Dimensions, Scopus, Google Scholar) and social media attention. Quality and Reliability showed minimal correlation with citation and altmetrics outcomes. Finally, it was found that the predictive correlations of ChatGPT-based assessments surpassed traditional readability metrics. The findings highlight the potential of large language models in scientometrics and possibly pave the way for AI-assisted peer review.

The Influence of Marketing Orientation on the Formation of Unique Value Propositions of Food Processing Companies in Southwest, Nigeria

The Influence of Marketing Orientation on the Formation of Unique Value Propositions of Food Processing Companies in Southwest, Nigeria

SOCIAL NETWORKS – A TOOL FOR COOPERATION OF BULGARIAN AGRICULTURAL PRODUCERS

Bulgarian agriculture has gone through many transformations in the last two decades. The concentration of production and the difficult access of smaller farms to forms of public support led to their unequal competitive position. Some owners of such small farms began to seek support and advice from other producers, exchange experiences and organize joint actions. Social networks are also used for these new forms of cooperation, as a popular tool for building groups and communication between their members. The purpose of the present study is to evaluate the models for the application of social networks as a tool for the cooperation of agricultural producers in Bulgaria. In order to achieve this goal, it is necessary to solve the following tasks: to assess the need for producers to cooperate; to analyze the implemented traditional forms of cooperation in the country, revealing their deficiencies; to consider specific examples of the application of social networks, as a tool for cooperation of producers from the agriculture sector in Bulgaria. Social networks, or social media platforms have been a focus of analysis since their launch and in later years some meta studies and literature reviews have attempted to organize and structure most of the previously done research on the topic (Ali, et al. 2023; Ibrahim, 2022). In these studies, the five main topics of discussion have been: social media, social collaboration, social marketing, social media and crowdfunding, and social media and crowdsourcing. Social media as a tool for crowdsourcing can be used by different stakeholders to share crucial information (Clark, et al., 2023) and in those cases a cooperation among social actors can be built. The negative effects of social media on traditional network-building have also been explored by some authors, that put forward concerns about the differentiation of goals between social media platforms and their userbase, that can lead to degradation of social cohesion (González‐Bailón, et al., 2023). Although being critical, those researchers can’t deny that social media platforms are granting opportunities that would be absent without them. Furthermore, if academics have access to social media analytics tools a more in-depth analysis of information sharing and social impact can be developed (Horng, et al., 2023). The lack of access to such tools for the current research has led to the selection of included observation for the analysis of the application of social networks as a tool for the cooperation of agricultural producers in Bulgaria. Social media interactions remain an understudied topic in the country and its relevance as a cooperation building tool remains to be proven. Key words: agriculture, competitiveness, cooperatives, Internet JEL: J54, D71, D91

Policing social media: Are procedural justice principles guiding Canadian police interactions online?

Police presence on social media has become increasingly common in recent years and has arguably altered policing in many ways. Although research in this area is increasing, the growing presence of police on a range of social media platforms requires further examination of the various nuances that continue to emerge regarding this symbiosis. To that end, only a small number of studies have examined this topic from the perspective of police personnel in the Canadian context. Accordingly, drawing on in-depth interviews with police personnel overseeing police social media sites, this article examines how Canadian police services manage negativity and conflict online. The findings suggest that police services address negativity and conflict on their social media sites by drawing on the principles of procedural justice to guide their interactions. We discuss the implications of these findings and how police–public social media interactions might be improved.

Enhancing Student Learning Through #DigitalPowerups, “Pushed me to be Creative”: Student Discussions in Environmental Sociology Course


 The use of #digitalpowerups is a technique that involves associating keywords with prompts in online discussion forums, which enables students to have more choice and voice. These powerups not only help structure responses but also enrich discussions and develop academic skills necessary for online assignments. The approach leverages the social media interaction space of discussion forums by introducing hashtags that remind students of the prompt being addressed and indicate the level of Bloom's being engaged. By using the powerups, students can engage in mid-levels and higher-order levels of Bloom's, along with the lower levels that they typically engage in based on the design and facilitation of the discussion. Students typically participate in the lower levels of Bloom's taxonomy (#remember, #understand) due to the way the discussion is structured and facilitated. However, the use of #digitalpowerups encourages students to move beyond these levels and engage in mid-levels (#apply, #analyze, #evaluate) and higher-order levels (#create, #connect) during discussions.The powerups also scaffold or frame student responses with habits of mind skills. This article examines how the #digitalpowerups strategy supports learning in a virtual community for Environmental Concerns in the Environmental Sociology Course through content analysis of student discussion postings. The primary data (total of 375 postings) were collected from the Environmental Sociology Class throughout the following academic years: Fall 2020 (96 postings), Fall 2021 (67 postings), Spring 2022 (92 postings) and Spring 2023 (120 postings).