Social Media Materials Research Articles

Marketing communication and enterprise performance: A focus on the use of new media advertising in sales of products

This study examined the effect of new media advertising on performance of small and medium enterprises: A focus on selected manufacturing firms in Delta State, Nigeria. The study's specific objectives were to investigate how social network advertisements affect the performance of small and medium enterprises, to determine the effect of web-based advertisements on the performance of small and medium enterprises, and to determine how the placement of advertisements on customers' online forums affects the performance of small and medium enterprises. The study used a survey research design. The survey included 250 participants from chosen telecommunications businesses in Asaba, Delta State. The sample size is one hundred fifty-four (154) utilising Taro Yamani. Respondents were chosen from each of the designated Asaba telecommunications enterprises using a stratified sample approach. The study found that social network ads, web-based advertisements, ad placement, and social media communication all had an impact on brand performance. The study finds that clients should be continually astonished rather than bored when it comes to social media material, thus they must believe that the effort is ongoing and that something is occurring at all times. The report suggests that businesses assess their social media marketing KPIs. For example, if they want to measure awareness, they could track growth, likes, subscribers, and brand awareness. Engagement, influence, and recommendations are important factors to consider when assessing loyalty. Engaging clients online to request recommendations would also provide the organisation with insights into co-innovation. Keywords: New Media, Advertising, Social Network Advertisements, Web-Based Advertisements, Small And Medium Enterprises.

Issues of Agglomeration Identity Policy in Statements of Russian Regional Politicians: Discourse Analysis of the Social Network “Vkontakte” Materials

The article examines how issues of identity construction in Russian urban agglomerations are reflected in the Russian regional politicians’ discourse in mass media. The study concerns theoretical problems of identity construction and the role of regional government bodies in shaping the territorial identity of the population. The specificity of the Russian situation is the absence of governing bodies related to the agglomeration level in most urban agglomerations. The empirical basis of the study is the texts of subnational politicians posted on the official websites of regional government bodies: websites of governors and regional governments, official pages in the mass media. The empirical information on identity policy were collected from the Internet sources (official portals of regional executive authorities, media reports). Discourse analysis was carried out after monitoring social media materials (VKontakte web-pages of regional leaders). The article reflects five cases out of sixteen Russian ones related to the Ural and Siberian agglomerations with a megalopolis core. The empirical data cover the period from December 2022 to the end of 2023. The choice of the time period for analysis is determined by the fact that by this period the most significant factors influencing the policy of our state at present (the pandemic and the Special military operation) have already manifested themselves in full. It has been confirmed that the problems of agglomeration development in the public official subfederal discourse in most cases are reduced to economic problems; first of all, it concerns the development of industry, science (high technology), transport, and waste disposal. In all analyzed cases, insufficient attention was found out, paid to the role of the implemented socio-cultural projects of subfederal identity policy, and also distancing from the discussion of the problems of integration of labor migrants in the public space. Insignificant number of messages from representatives of the regional political and administrative elite about the socio-cultural meanings of the formed agglomerations can become a significant limitation of information support for the agglomeration development of modern contemporary Russia.

Representation of Popular Islamic Movements on Social Media: A Study of the Hashtag #LogIndiCloseTheDoor

This article an discusses the Ramadan podcast series Hashtag #LogIndiCloseTheDoor as an example of the Popular Islamic Movement on social media. The series was a huge hit even though it dealt with a delicate subject. It is impossible to consider this truth to be a phenomenon deserving of the widespread success of social media material. This article is a qualitative study employing Talal Asad's Islamic Anthropology method. According to the article's conclusion, the Popular Islam Movement is a group of middle-class Muslims, particularly those in their millennial years, who are using modern and popular culture as a means of self-actualization and self-study. The media portrays him in two ways: dakwahtainment and religiotainment. Ramadan's audio series #LogIndiCloseTheDoor is one of them. The Islamic pretext Raḥmatan lil 'Ālamīn (a mercy to all creation) serves as the basis for the television show. The discussion that goes along with this series focuses on inclusivism in religion as well as the commoditization and commodification of religion. These discourses were communicated and developed into a new religious paradigm by way of the power relations network that Deddy Corbuzier, Habib Ja'far Hussein, and Leonardo da Vinci constructed. This essay contends that the #LogIndiCloseTheDoor Ramadan Hashtag audio series, which combines modern and Islamic ideals, transforms the initially conservative, restrictive, and inflexible perception of Islam into one that is inclusive, tolerant, and dynamic.

Sarcasm Detection on Social Media: Addressing the Issues of Short and Long Texts Using Machine Learning and Deep Learning Approaches

Sarcasm is a linguistic term that conveys a meaning that is different from what is meant to be said, frequently used to mock, taunt, or convey disdain. Sarcasm is a complicated social phenomenon that can be recognized by its tone of voice, exaggeration, or context. Because sarcastic discourse is nuanced, detecting sarcasm in Natural Language Processing (NLP) has become a major difficulty. This paper thoroughly examines the tradition machine learning approaches like SVM, Naive Bayes and Random Forest well as advanced deep learning methods such as RNN, LSTM, and transformer based models, like BERT, that has demonstrated superior performance used for sarcasm detection, and also the paper offers more sophisticated data preprocessing techniques that comprise several stages, each focusing on a different facet of the fragmented and informal character of the social media material. It focuses mainly on short and long texts that may be found in news headlines and social media sites like Facebook, Instagram, X (formerly known as Twitter), and others. The paper also explores various challenges like cultural and linguistic barriers, and increased use of audio and visual sarcastic content on social media. At last paper concludes with possible guidelines for future works including the development of real-time, multilingual systems to examining holistic strategies that can encompass the complexity of sarcasm in multimodal communications. Key Words: sarcasm, NLP, social media, machine learning, deep learning

Acne vulgaris in the age of social media

Acne vulgaris is a common skin disease that affects multiple aspects of patients’ lives. The occurrence of acne is associated with an impact on the patient’s mental condition, and can result in the occurrence of depressive and anxiety disorders. Content on acne vulgaris is widely available on social media. Nowadays, activity in these media is very popular and is part of everyday life. Social media also provides information on acne vulgaris, including discussion of recommendations for treating acne symptoms, side effects of the therapies used, and possible treatment outcomes. Social media materials are an important source of information for acne patients about that disease. Reading of materials contained in these media affects patients’ health behavior and mental condition contributing to feelings of stigma in people suffering from skin diseases. Information shared by social media users is often provided by non-dermatologists. The quality and content of the information provided can be inadequate and mislead audiences, which can have a negative impact if a doctor is not consulted about the content encountered on social media. The use of social media by dermatologists can improve the treatment process, help them understand the patient, and allow them to verify their content.

Online Health Navigation: Study Case of @leonavictoria_ahligizi’s Instagram's Impact on Information Fulfilment for Stunting Prevention

This study investigates the impact of Instagram content on maternal attitudes and practices pertaining to child nutrition and the prevention of stunting. The study utilizes case study approach to analyze the Instagram account @leonavictoria_ahligizi on Milhinhos's theoretical framework. The research assesses the content of the account in terms of its relevance, accuracy, value, understandability, discoverability, and consistency. The analysis is contingent upon Instagram's capacity to address a variety of informational requirements, including cognitive, affective, personal integration, social integration, and tension release. The findings illustrate a statistically significant influence of Instagram in improving the dietary practices of mothers of preventing stunting in children. The findings analysis, utilizing SmartPLS 4. 0, revealed a significant association between Instagram content and users' understanding and dietary habits, as evidenced by a path coefficient of 0. 729 This suggests a substantial impact on the satisfaction of information needs. The demographic data indicates that the majority of the participants are well-educated mothers between the ages of 25 and 34, who are actively involved in consuming the content with the aim of enhancing their children's dietary habits. The material presented on @leonavictoria_ahligizi not only serves to increase knowledge and understanding but also facilitates the practical application of nutritional regimens essential for the early developmental phases of children. This highlights the significant importance of customized, trustworthy, and practical social media material in addressing child stunting and advancing public health by promoting informed dietary habits. The incorporation of social media platforms into health education initiatives signifies a substantial advancement in efforts to combat worldwide malnutrition and improve the health outcomes of communities.

Reactions to gender-(counter)normative behavior online in the United States: attraction and hiring implications

PurposeResearch indicates that inconsistent gender norm presentations are met with backlash, which is particularly damaging to women. With social media use in selection rising, it is important to understand if this remains consistent for job applicants on social media.Design/methodology/approachIn two experiments, this study investigates hiring managers' reactions to job applicant (in)consistent gender norm-based communication on Facebook (n = 197) and YouTube (n = 203). Participants located in the United States were asked to review social media materials, reported perceptions of task and social attraction, and make hiring recommendations.FindingsInconsistent with work on backlash in face-to-face settings, results demonstrated that masculine communication styles on social media may be detrimental to job seekers, and this was more pronounced for male job seekers. Feminine presentation styles had more favorable results.Practical implicationsThe findings challenge the long-held understanding that men have more leeway to behave in agentic ways in job seeking contexts. While this may remain true in face-to-face settings, these findings suggest that social media, lacking media richness, may be a context in which males experience backlash for agentic behavior.Originality/valueThe research offers a novel perspective investigating traditional gender expectations in the digital realm, paving the way for a more comprehensive understanding of gender in employment contexts. This study contributes to the growing body of research on online behavior and expands understanding of how hiring managers react to gender norms in the era of social media.

Psychological aspects of satirical communication in contemporary Ukrainian military memetics Based on social media material

The investigation aims to study the psychological and emotional aspects of satirical communication over social media using memes, specific effects, and coping strategies. The object of the research is memes by the art portal “Mystetstvo Peremohy”, the Ukrainian startup Reface, the application “Memomet”, “Ukrainian Memes”, REDDIT UKRAINE, “Black Humor. In Ukrainian. #BH”, “GONI Memes”, “First Private Memery”, “MEMoirs of War Time”. The study utilizes cultural-historical, comparative, interpretative, and synchronic methods. The results of the research showed that memes reflected the worldview of Ukrainians in extreme conditions and fulfilled informational, emotional, and communicative functions, as well as mobilization and activation of society. The primary (basic) emotions felt by compatriots were anger, disgust, contempt for the enemy, and joy for the initial victories. The spread of memes with such emotions warned against social apathy and the emergence of fear, guilt, shame, anxiety, or wonder, while socializing Ukrainians through this genre contributed to the formation of secondary emotions: love (for relatives, homeland, land), optimism, trust, and prevented the emergence of shock states of anxiety-fear-perplexity, disappointment, sadness, and also cultivated interest-excitement, vigilance-expectation-interest. Alongside propagandistic and counter-propagandistic narratives, memes reflected and simultaneously programmed the behavior of Ukrainians, shaping the social behavior of the nation in times of threat, namely: basic coping strategies of “problem-solving” and “seeking social support”, which made the existence of the “avoidance” strategy impossible. It was established that in the aforementioned satirical communication strategies, predominantly two-component, creolized memes worked as coping resources for overcoming social stress, transforming it from high to low or moderate, demonstrating the cognitive development of Ukrainians, orientation in wartime situations, ability to take responsibility for their own actions and behavior, accumulation of individual emotional experience (empathy), and illustrated the value-motivational structure, which overall reflects the self-concept of Ukrainians, their mental characteristics, and character, which constitutes the novelty of the research.

Tradition and ownership

A new dispute about the ownership of Karelian laments emerged in Finland in 2021. The severely endangered Karelian language is the closest relative of Finnish. Karelian laments were brought into new Finnish contexts during the late twentieth century by Finnish individuals with Karelian roots, with an aim of making the Karelian lament tradition usable also for people not of Karelian descent. Recently, Karelian activists in Finland have strongly criticized the Finnish uses of laments. This relates to wider discussions about minority rights and the status of the Karelian language in Finland. Using social and traditional media material, panel discussions and interviews, we analyse this dispute and contextualize it in relation to the historical folk culture, the Karelian minority and uses of laments in contemporary Finland. The setting is complicated by the assimilation of Karelian speakers, the diversity and the closeness of Karelian and Finnish identities, and the complex intersections of national, ethnic, cultural, religious and linguistic factors. Our approach is informed by the recent scholarly discussions about the ownership and appropriation of intangible culture. At the heart of the dispute, we see varying interpretations of what the laments actually are, and how they relate to languages, ethnic identities, communities, modernization and religion.

University and local recyclable material cooperative – building bridges around e-waste

Abstract An e-waste outreach project was developed with two overriding goals: (1) to strengthen the partnership between the university and the local recyclable material cooperative, which has been carrying out actions aimed at supporting the work of the Cooperative, and (2) to collaborate in the expansion of environmental education activities in the process of social and economic insertion of collectors and the reduction of environmental impacts. During this process, the materials and corresponding activities related to the theoretical and practical course followed by the cooperative workers were developed by a transversal team of (under)graduate students, faculty, and staff from the Chemistry, Electric Engineering, and Public Administration areas. In addition, social media materials were created to sensibilize and engage the university community regarding effective e-waste awareness, to adhere to the voluntary drop-off point of e-waste collection, and to address the issues that can affect our environment and health if e-waste is sent to landfills. It was an example of how chemistry contributes to the Sustainable Development Goals through an outreach project.

“Tag a person who loves candy” – sociocultural approach to unhealthy food marketing to adolescents in social media

Purpose This study aims to examine adolescents’ social media environment connected to unhealthy food marketing. As social media have become a ubiquitous part of young people’s everyday lives, marketers have also shifted their focus to these channels. Literature on this phenomenon is still scarce and often takes a quite narrow view of the role of marketing in social media. Furthermore, the experiences of the adolescents are seldom considered. Design/methodology/approach Using a sociocultural approach and netnographic methodology, this study presents findings from a research project conducted in Finland. The data consist of both social media material and focus group interviews with adolescents. Findings The findings elaborate on unhealthy food marketing to adolescents in social media from two perspectives: sociocultural representations of unhealthy foods in social media marketing and social media influencers connecting with adolescents. Originality/value The study broadens and deepens the current understanding of unhealthy food marketing to adolescents taking place in social media. The study introduces a novel perspective to the topic by looking at it as a sociocultural phenomenon.

Evaluation of social media information among college students: An information literacy approach using CCOW

Social media platforms have become increasingly important as sources of information in higher education. However, assessing the quality of information on these platforms posed a challenge due to wide variability in reliability. This study aimed to explore the impact of the CCOW (Credentials, Claims, Objectives, Worldview) approach on college students' evaluation of social media information. Participants were provided with a CCOW information literacy guide, which served as a manual for analyzing social media data. Prior to the intervention, students completed a pre-test assignment to assess their proficiency in evaluating social media material without the CCOW Guide. Subsequently, a post-test assignment was administered after the intervention, utilizing the CCOW guide to evaluate material from social media. The primary goal of the study was to determine the effect of the CCOW approach on students' evaluation skills. The findings highlighted significant differences in the evaluation of social media information following the implementation of the CCOW information literacy approach.

Relationship between the use of social media and the effects on the sleep cycle among Sri Lankan undergraduate students

Background: University students do not get enough sleep due to many reasons such as mental, health, studies and addicted to social media issues. This research allows to find the impact on sleep cycle of undergraduate students after using social media (Facebook, YouTube and Instagram) Methods and materials: A questionnaire which consist of 10 questions was distributed among undergraduate students from Sri Lanka and 207 students responded. Moreover researches, journals and articles from Google scholar and Pub med are used. IBM SPSS software is used to analyze the gathered data. Results: A comprehensive data analysis shows Facebook is the most used social media. Majority, 108 students use social media for entertainment. 114 students use social media before sleep. Among them 54 students have rated 9 as their quality of sleep. And also 28 students who don’t use social media at all have rated 9 as their quality of sleep. 34 students who do not social media before bedtime have rated 10 as their quality of sleep. Findings give the opportunity to compare the quality of sleep between students who use social media before sleep and who don’t use social media. Conclusion: This project conveys no significant impact on the sleep cycle, using social media before bedtime. According to the survey results students use social media for educational and entertainment purposes. Even though they uses social media before bed, they tend to have a good sleep.

An integrated explicit and implicit offensive language taxonomy

Abstract The current study represents an integrated model of explicit and implicit offensive language taxonomy. First, it focuses on a definitional revision and enrichment of the explicit offensive language taxonomy by reviewing the collection of available corpora and comparing tagging schemas applied there. The study relies mainly on the categories originally proposed by Zampieri et al. (2019) in terms of offensive language categorization schemata. After the explanation of semantic differences between particular concepts used in the tagging systems and the analysis of theoretical frameworks, a finite set of classes is presented, which cover aspects of offensive language representation along with linguistically sound explanations (Lewandowska-Tomaszczyk et al. 2021). In the analytic procedure, offensive from non-offensive discourse is first distinguished, with the question of offence Target and the following categorization levels and sublevels. Based on the relevant data generated from Sketch Engine (https://www.sketchengine.eu/ententen-english-corpus/), we propose the concept of offensive language as a superordinate category in our system with a number of hierarchically arranged 17 subcategories. The categories are taxonomically structured into 4 levels and verified with the use of neural-based (lexical) embeddings. Together with a taxonomy of implicit offensive language and its subcategorization levels which has received little scholarly attention until now, the categorization is exemplified in samples of offensive discourses in selected English social media materials, i.e., publicly available 25 web-based hate speech datasets (consult Appendix 1 for a complete list). The offensive category levels (types of offence, targets, etc.) and aspects (offensive language property clusters) as well as the categories of explicitness and implicitness are discussed in the study and the computationally verified integrated explicit and implicit offensive language taxonomy proposed in the study.

Enlightened Participation: SME Perspectives about Net Zero on Social Media Using the Action Case Approach

Aims/Objectives: This study aims to examine a linked future for a Net Zero global economy. Such a future is examined through network-driven change and informed by co-action and shared business management practices. Methodology used in the study: We employ an action case (AC) approach to understand the impact of national and worldwide Net Zero policy for small and medium-sized enterprises (SMEs). We drew upon a qualitative survey with SMEs alongside a social network analysis (SNA) of Twitter data. Findings: We discovered a substantial predictive effect of policy support in the SME social media material regarding Net Zero attitudes. Our findings indicate that reinforcing messages on policy support and assisting enterprises in adopting the new objectives may considerably enhance Net Zero accountability and serve as the foundation for an intervention strategy in policy-focused programmes for SMEs.

Adolescent co-researchers identified the central role of social media for young people during the pandemic.

To test the method of engaging co-researcher adolescents in data collection and explore stated motives for their selection of social media material related to COVID-19. Twenty-three adolescents, 13-19-years old, in Sweden participated as co-researchers collecting material from their social media related to COVID-19. Specifically, they motivated their selection of social media material in field notes. Their motives were explored using content analysis. Adolescent co-researchers understood and performed the task well, providing insight into the social media exchanges of adolescents during the pandemic. An overarching theme for the motivation for their selection emerged: Social media is an important tool for adolescents' communication and information exchange during COVID-19. Four categories were identified: Keeping track of the talk of the town; Recognition of personally relevant topics; Adolescents as information consumers; Social media as a means for expressing feelings, advice and existential reflections. Co-researchers reported challenges relating to the quality of pandemic-related information available to adolescents. Including young people as co-researchers on matters relevant to them was successful. This study also underlines the need to consider the role of social media in information exchange during crises and to co-produce health communication with adolescents to meet their specific needs.

On the Question of the Artistic Transmission of Political Death (II)1

The Curfews period of December 2015 to February 2016 in south-eastern Turkey was a time of collective violence in multiple forms, among which the Cizre Basement Massacres are the most known. The period of the general elections in June 2015, until the later and most recent attempt to carry out a military coup in July 2016, covers multiple curfews and military operations in the south-eastern regions of Turkey, and some social media material shared from the region caught international attention and provoked artistic as well as political responses. Zehra Doğan, a Kurdish journalist and artist, modified and re-shared some footage that was first posted in social media accounts of the special forces in Nusaybin and as a result was sentenced to three years in prison. She continued to produce artworks in prison, even though it was ‘prohibited’ for her to draw. She started to use her own body fluids, hair, newspaper, toilet paper, and any other available daily material in the prison to produce works of art. She also produced a series of work with her menstrual blood. For this article, I conducted two thematic one-to-one discussions with Zehra Doğan and studied her series of works produced with menstrual blood within the scope of mimesis and embodiment theories. Further sections of the article discuss: the function of these series of works for her acting out and working through processes of the collective political violence of which she became both a witness and a victim; methods of artistic transmission of political violence both for the artist and for the audience; and the possible ritualistic functions of using blood while producing work of arts in relation to collective political killings.

Content and Context Based Analysis of University Social Media Engagement

Social media has become an essential tool for institutions to create interactions with their users. Creating successful and relevant material for social media content is challenging as institutions struggle to comprehend what drives user engagement. Using analytics on user-generated social media material to determine the relation between post features and user engagement becomes a method for overcoming this challenge. In this study, engagement is measured based on a quantitative approach to the number of likes and comments. We applied machine learning algorithm to extract contextual features (time of post) and content features (caption and image classification) from university Instagram posts, and their influence on user engagement is statistically modeled. LASSO regression is applied, which is an effective strategy for automated variable selection. The results indicate that context features around 13:00 on Sunday, during the month of June, and content features containing the words "Gedung" and "Foto," as well as image classifications of "Sight" and "Sadness," will receive more likes and comments.

The ‘digital death knock’: Australian journalists’ use of social media in reporting everyday tragedy

Newspapers regularly publish stories about people who have died suddenly or in unusual circumstances and the effect of these deaths on families and communities. The practice by which a journalist writes such a story is called the ‘death knock’; the journalist seeks out the deceased’s family to interview them for a story about their loss. The death knock is challenging and controversial. It has been criticized as an unethical intrusion on grief and privacy and shown to have negative effects on bereaved people and journalists. It has also been defended as an act of inclusion, giving the bereaved control over stories that may be written anyway, and a form of public service journalism that can have benefits for families, communities and journalists. Traditionally a knock on the door, the death knock is also done via phone and e-mail, and recently, in a practice termed the ‘digital death knock’, using social media. This article reports on the findings of a 2021 survey of Australian journalists and their current death knock practice and it will do this within the framework of research in the United States, the United Kingdom and Canada. In these countries, journalists are doing the ‘digital death knock’ because of time and competition pressures and available technology; however, this raises ethical concerns about their reproduction of social media material without the permission or knowledge of its owners. This article will discuss the extent to which social media has impacted death knock practice in Australia.

Digital Marketing as a Strategy to Improve Higher Education Promotion During the COVID-19 Pandemic

In the realm of business, one of the most crucial components in establishing a company's success is promotion. As a result, producers will engage in various sorts of promotions, which will be costly. It's not only promotion from one individual to the next. Social media is now frequently employed as a digital marketing approach. Universities recruit students in the same way that businesses do. Promotions are run to boost the number of prospective students who apply to the college. The education sector in Indonesia will be virtually completely crippled by the year 2020. The government is urging the entire community to exercise physical distance in the middle of the COVID-19 outbreak, which is causing great concern among Indonesia's entire population. Universities all around Indonesia are having difficulty operating as a result of this. Almost all colleges have implemented work-from-home policies, which impede academic and non-academic activities and prevent new students from enrolling. The COVID-19 pandemic has resulted in a significant reduction in the number of potential students enrolling at universities. Universities have a hard time promoting and introducing themselves to the general population. Universities can use digital marketing media to promote higher education as one solution. The purpose of this study is to conceptually examine digital marketing strategies to Improve Higher Education Promotion. The research method used is descriptive research. The findings of this study indicate that social media materials play a major role.