Use Of Social Media Platforms Research Articles

The mediating role of brand trust in the effect of social media marketing on repurchase behaviour

This study investigates the impact of social media marketing activities on consumer repurchase behaviours and the mediating role of brand trust in this process. Analyses indicate that the use of social media platforms enhances consumers' trust in brands, and this trust, in turn, strengthens their intentions to repurchase, creating a positive effect. The findings underscore that social media marketing activities can generate significant value for businesses by boosting consumer interaction and brand trust. This research provides substantial evidence of brand trust's positive and meaningful impact in the relationship between social media marketing and repurchase behaviour and how social media marketing strategies can indirectly influence consumer behaviours. Hence, the study suggests that businesses should design their social media marketing strategies to establish solid and trust-based relationships with consumers, highlighting that this approach can positively affect consumers' repurchase behaviours. These findings demonstrate the strategic importance of social media marketing activities for businesses and how brand trust can be leveraged to maximize benefits from these activities.

Navigating the Web of Influence: A Bibliometric Analysis of Social Media Addiction.

Social media addiction is a behavioral dependency characterized by excessive and compulsive use of social media platforms, leading to negative impacts on various aspects of an individual's life. Bibliometric analysis is a research method used to quantitatively analyze academic literature, such as articles, books, and conference papers. It involves the application of statistical and mathematical tools to study the patterns and trends in scientific publications. This bibliometric study provides a comprehensive analysis of the literature on social media addiction, revealing patterns and dynamics within the field. Utilizing Web of Science for bibliographic data, the study employs advanced bibliometric tools like Biblioshiny and CiteSpace to map the scientific landscape. Annual scientific production, top contributing authors, key sources, trending topics, and thematic maps were identified using Biblioshiny. Additionally, network visualizations, such as co-citation networks of authors, time zone network visualizations of keyword co-occurrence, and timeline network visualizations of country collaborations, were created using CiteSpace. Our findings present an increasing trend in publications over the years, highlighting a growing recognition of social media addiction's significance. We detail the most relevant authors and sources, pinpointing key contributors and influential journals that shape the discourse. Trend topics analysis uncovers the prevalent themes, with "internet addiction" and "adolescents" at the forefront, reflecting the field's concentration on the younger population. The thematic map categorizes the research into motor themes (driving research areas), basic themes (fundamental and well-established areas), and niche themes (specialized and emerging topics), providing insight into the central and evolving topics. The study also delves into the co-occurrence of all keywords and the co-citation of authors, illustrating the interconnected nature of the research community. A timeline network visualization of country collaborations underscores the global scope of research efforts. Importantly, the study identifies critical research gaps such as underexplored demographics and emerging digital concerns and discusses practical implications, including the need for targeted intervention programs and informed policy-making. Collectively, this study charts the trajectory of social media addiction research and lays a foundation for future explorations to address identified lacunae.

Implementation of Social Media for Marketing of The Jungle Waterpark, Bogor

Social media today is an important part of business, to be used as a medium for marketing their products and also to reach a wider target market. The Jungle Waterpark located in Bogor, West Java, Indonesia, is a water park that offers many attractions and adequate facilities. This research aims to explore how The Jungle Waterpark utilizes social media as their marketing strategy. This type of research is qualitative, using qualitative descriptive analysis. Data collection was carried out by direct observation and data collection from social media accounts such as Facebook, Instagram, Twitter, TikTok, and YouTube owned by The Jungle Waterpark. The results showed The Jungle Waterpark makes excellent use of social media platforms. Their photo and video posts include, product promos, sharing information, interesting content, and much more. However, their YouTube social media account needs a better improvement, because some of the content on their YouTube account is not as updated as their other social media platforms.

Foodscape of Pakistan: A Qualitative Investigation of Intentions, Themes and Social Realities in Food Vlogging

This qualitative research paper delves into the captivating world of Pakistani food vloggers, investigating the profound how’s and whys behind their use of social media platforms to generate and share delectable food-related content. With a focus on comprehending the underlying intentions that drive these vloggers in creating their culinary masterpieces, the study conducted in-depth interviews with four renowned food vloggers: Adeel Chaudhry, Foodies by Ashir, Saqib Mobeen, and Hamza Haram. Employing thematic analysis as the core methodology, the research unveils the captivating reality crafted by food vloggers through their interactions with the audience. It draws inspiration from the symbolic interactionist perspective and the sociological theories of George Herbert Mead and Herbert Blumer. Within the intricate tapestry of these culinary journeys, three prominent themes emerge foodscapes, media influence, and psychological tools. This pioneering research not only offers profound insights into the domain of food vlogging and marketing but also presents a novel perspective on how individuals in the digital age construct their social realities through dynamic interactions with their followers. As this study uncovers the artistry behind the culinary creations and the strategic utilization of social media, it paves the way for further research and exploration in this enthralling realm of food vlogging.

Digital Marketing Strategy in Education Management: Increasing School Visibility and Attractiveness

The development of digital technology has opened up new opportunities in various sectors, including education. In the context of education management, digital marketing is becoming increasingly important to increase the visibility and attractiveness of schools. The aim of this research is to explore effective digital marketing strategies in increasing the visibility and attractiveness of schools. The method in this research uses a qualitative approach with case studies of several schools that have successfully implemented digital marketing strategies. Data was collected through in-depth interviews with school management staff as well as analysis of related school documents and social media. The results of this research show that an effective digital marketing strategy includes the use of social media platforms, creating interesting and relevant content, and utilizing SEO (Search Engine Optimization) techniques to increase online visibility. Apart from that, collaboration with local influencers and the education community has also proven effective in improving the school's image. The conclusion of this research is that digital marketing is a powerful tool in education management to increase the visibility and attractiveness of schools. By implementing the right strategies, schools can achieve their marketing goals and strengthen their position in the education market. A strong commitment is needed from school management to continuously update and improve their digital marketing strategy in order to remain relevant in the ever-changing digital era.

Influence of Social Media on Physical Activity Engagement in Indonesia

Purpose: The aim of the study was to assess the influence of social media on physical activity engagement in Indonesia. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The study revealed that while social media platforms offer potential benefits for promoting physical activity through sharing of fitness-related content, motivational support, and community engagement, they also present challenges. The study suggest that excessive social media use may contribute to sedentary behavior and decreased physical activity levels, particularly among adolescents and young adults. Furthermore, unrealistic body ideals perpetuated on social media platforms can lead to negative body image and disordered eating behaviors, which may deter individuals from engaging in physical activity. Overall, while social media can serve as a valuable tool for promoting physical activity, it is essential to recognize and address its potential negative impacts to maximize its effectiveness in promoting healthy behaviors. Implications to Theory, Practice and Policy: Social cognitive theory, self-determination theory and uses and gratifications theory may be used to anchor future studies on assessing the influence of social media on physical activity engagement in Indonesia. Design evidence-based interventions that leverage social media platforms to promote physical activity engagement among diverse populations. Develop guidelines and regulations to ensure the responsible use of social media platforms for health promotion purposes.

Exploring Transition Tensions in Public Opinion on the COP26 Coal Phase-out Deal for South Africa as Expressed on Facebook

ABSTRACT The 2021 COP26 meeting presented South Africa with an $8.5 billion deal to reduce its heavy reliance on coal, sparking a renewed public debate about transforming the country's coal-fired energy system to address emissions, energy deficits, and declining services. This paper examines public opinion on this important energy transition initiative as expressed on social media. While the use of social media platforms for public deliberation on policy matters is increasing in Africa, research exploring the African social media landscape in the context of energy transition is limited. This paper addresses this gap by qualitatively analysing 3,980 Facebook comments on 31 news posts related to the COP26 deal using sentiment and thematic approaches in ATLAS.ti 22. The findings reveal a prevalent negative sentiment and delegitimizing opinions that challenge the deal's credibility. Prominent topics within the discourse encompass concerns about corruption, distrust in public institutions, and perceptions of foreign involvement. Although some motivating factors supporting the deal emerged, negative sentiments and viewpoints dominated the discourse. Studying symbolic practices related to energy visions in this underexplored Global South context yields valuable insights into public opinions on energy transitions, highlighting the link between governance institutions and societal attitudes toward energy transition.

AN EXPLORATORY RESEARCH TO REVEAL THE HABITS, MOTIVATIONS, AND TENDENCIES OF GENERATION Z TO USE SOCIAL MEDIA PLATFORMS AS A LEISURE ACTIVITY

Generation Z’s (Gen-Z) technology-centered lifestyles have resulted in a departure from traditional behavior patterns, particularly in their use of social media platforms (SMPs) for leisure activities. In this regard, an exploratory, qualitative research approach was adopted in the present study, which deeply understands the perceptions and feelings of Gen-Z members’ engagement with the SMPs for their leisure pursuits. Inductive content analysis was performed on the data collected from 107 Gen-Z member university students selected using convenience sampling. The perspectives and internal and external motivations of Gen-Z members towards producing content on SMPs are discussed within the scope of social comparison and social presence theories, while their views on whether to perform recreational activities are built on the theoretical foundations of leisure constraints (intrapersonal, interpersonal, and structural) and facilitators. Gen-Z behaviors regarding joining or not joining groups were framed based on social media engagement (behavioral, affective, and cognitive) and leisure constraints. The results obtained will lead to the opening of new discussion areas for the creation of modern marketing strategies for the recreation industry, marketing organizations, and public institutions and organizations.

Perceptions of Chinese women with a history of gestational diabetes regarding health behaviors and related factors: a directed qualitative content analysis

BackgroundGestational diabetes mellitus (GDM) is one of the most common metabolic disorders during pregnancy and is associated with adverse outcomes in both mothers and their children. After delivery, women who experience GDM are also at higher risk of both subsequent GDM and type 2 diabetes mellitus (T2DM) than those who do not. Therefore, healthcare providers and public health practitioners need to develop targeted and effective interventions for GDM. In this study, we aimed to explore the perceptions regarding health behaviors and related factors during the inter-pregnancy period among Chinese women with a history of GDM through the lens of the theory of planned behavior (TPB).MethodsBetween December 2021 and September 2022, 16 pregnant Chinese women with a history of GDM were purposively recruited from a tertiary maternity hospital in Shanghai for face-to-face semi-structured interviews. They were asked questions regarding their health behaviors and related factors. The transcribed data were analyzed using a directed qualitative content analysis method based on the theory of TPB.ResultsThe health-related behaviors of the women varied substantially. We identified five domains that influenced women’s behaviors according to TPB constructs and based on the data collected: behavioral attitude (perceived benefits of healthy behaviors and the relationship between experience and attitude towards the oral glucose tolerance testing); subjective norms (influences of significant others and traditional cultural beliefs); perceived behavior control (knowledge of the disease, multiple-role conflict, the impact of COVID-19, an unfriendly external environment and difficulty adhering to healthy diets), incentive mechanisms (self-reward and external incentives); preferences of professional and institutional support (making full use of social media platform and providing continuous health management).ConclusionsThe health-related behaviors of women with a history of GDM were found to be affected by multiple factors. Healthcare professionals are recommended to provide women with sufficient information regarding the disease and to take advantage of the power of the family and other social support networks to improve women’s subjective norms and to promote the adoption of a healthy lifestyle.

MAPPING OF SENTIMENT ANALYSIS ON FOOD SECURITY AMONG MALAYSIANS USING SOCIAL MEDIA ANALYTICS

The study investigates the spatial distribution of sentiment in food securityrelated tweets among Malaysians, aiming to identify hotspots of positive, negative, and neutral sentiments. Note that data collection involved gathering 2,218 tweets on basic necessity products from January 2019 to August 2022, capturing the impact of the COVID-19 pandemic. Pre-processing and content analysis techniques identified the main themes in the tweets, while sentiment analysis categorised them using Valance Aware Dictionary and Sentiment Reasoner (VADER). ArcGIS and hotspot analysis visualised and analysed tweet density. Regional trends were observed, with the East Coast states and certain West Coast states having the highest number of tweets. Urban areas expressed concerns about food security and living costs due to urbanisation and limited agricultural land. Here, sentiment visualisation revealed negative sentiments prevalent in developed cities (46.8%) and positive (33.9%) or neutral (19.4%) sentiments in suburban areas. This study emphasises the growing use of social media platforms and the integration of social media data in spatial analysis, highlighting the importance of uncovering hidden patterns for increased social awareness and meaningful dialogue. Understanding the sentiments expressed by Malaysians on social media regarding rising food prices can provide valuable insights for policymakers and stakeholders to address these challenges effectively.

The Benefits of Social Media Platforms Used in Agriculture for Information Dissemination

Traditionally, agricultural information is disseminated through industrial media such as newspapers, television, and radio. People, including farmers, are using social media platforms like Facebook, Twitter, YouTube, and blogs to spread personal or agricultural information. This paper highlights the benefits of social media to farmers as follows: coverage of large geographical boundaries in a short time, reducing farmers’ social isolation, increasing networking platforms, mobilising farmers, keeping farmers updated and marketing agricultural goods with ease. Literature acquired from Google Scholar, Scopus, Science Direct and the University of Limpopo e-library search engines provided sources of information for the paper. This paper discusses the benefits of social media, defines the concept of social media, and lists different social media platforms available to farmers. It concludes that social media can enhance farmers’ capabilities and interaction with extension officers. The paper recommends that agricultural news and communication be spread using social media platforms popular in the farming communities, that there be development of information centres where farmers can access social media and get assistance while accessing such information and that they receive proper training on the use of social media platforms. Extension officers must be equipped with skills to package relevant information to disseminate to the farmers.

Unleashing the power of social media: examining farmers’ adoption for agriculture knowledge exchange

Purpose This study uses a comprehensive theoretical framework that combines social cognitive theory and neighborhood effect to investigate the influence of neighborhood effects on farmers’ outcome expectations, observational learning and self-efficacy. This study aims is to analyze the mechanisms that underlie the adoption of social media by farmers for knowledge exchange in the agricultural context. Specifically, this research explores the role of neighborhood effects, outcome expectations, observational learning and self-efficacy in shaping farmers’ decision-making process regarding the use of social media platforms for exchanging agricultural knowledge. Design/methodology/approach The study data was collected through a sample survey conducted among 570 agricultural households residing in the provinces of Thai Nguyen, Cao Bang, Bac Kan and Phu Tho, located in the northern region of Vietnam. To analyze the data, structural equation modeling was used as the statistical technique of choice. Findings The findings of the study indicate a significant influence of neighborhood effects on outcome expectations, observational learning and self-efficacy. These factors, derived from social cognitive theory, also exhibit a positive association with farmers’ adoption of social media for knowledge exchange. Additionally, the study highlights that neighborhood contribute to a favorable adoption of social media among farmers via outcome expectations, observational learning, and self-efficacy. Research limitations/implications The study is limited in examining farmers’ social media adoption for agriculture knowledge exchange in Northern mountainous area of Vietnam. This study could be replicated across various regions or nations, providing comparative insights into the adoption of social media among farmers for knowledge exchange. Practical implications The study findings suggest practical and innovative means to promote farmers’ social media adoption for agriculture knowledge exchange. Originality/value This study presents a pioneering approach by integrating social cognitive theory and neighborhood effect to elucidate the factors influencing farmers’ adoption of social media for the purpose of agriculture knowledge exchange.

Criminalizing Impersonation via Social Media Platforms

Through the use of social media platforms, this study seeks to shed light on the legal definition of impersonation, its history, the rationale behind its criminalization, the strategy employed by the criminal justice system to address it, and how unique this offense is in comparison to other similar ones. To ascertain the extent and boundaries of criminalization under the new Jordanian Cybercrime Act, the researcher used a descriptive and analytical technique to present the criminal law text of impersonation and analyze its content. This research discovered that Jordanian Cybercrime Act No. 17 of 2023 was exceptional in that it rendered impersonation on social media platforms illegal. However, because the primary characteristic of this offense's structure is its technological nature, it has proven challenging to define the boundaries and content of the offense, as well as the fact that impersonation in its new form is distinct from fraud, invasion of privacy, overstepping privacy, and illegal access. The study concludes by recommending that the minimum and maximum limits of the monetary penalty be lowered. It also highlights the necessity for the Jordanian legislature to outlaw impersonation un

Strategic Branding Approaches for Women Professional Athletes via Self-Presentation Theory and Social Role Theory

The rise of social media has provided many opportunities for athletes to develop outside of traditional media, and the use of social media platforms by female athletes can overcome the limitations of traditional sports media and promote the development of their personal brands. The aim of this study is to analyse and discuss how female athletes use social media to develop their branding strategies based on self-presentation theory and social role theory using Serena Williams as the subject of the study. By analysing the links between self-presentation theory, social role theory and athlete branding, research done by researcher on athlete branding strategies based on the two theories is analysed and discussed. Based on the analysis of the study population, the article makes recommendations on how female athletes can use social media to develop branding strategies. In terms of athlete branding, the article argues that branding strategies for female athletes can be used to gain consumer trust and seek business development opportunities outside of the sports arena by marketing their athleticism, respectable appearance, and marketable lifestyles on social media. On the issue of athlete brand image representation, the article encourages female athletes to focus on social justice issues and suggests that athletes use a combination of public service and commercial marketing to strategically build and manage their athlete brands.

Understanding government social media communication strategies and public engagement during the COVID-19 crisis in Lebanon

The COVID-19 pandemic has prompted governments to adopt various online communication strategies, including the use of social media platforms. Drawing on the crisis and emergency risk communication model, this study investigates the Facebook communication strategies employed by the Ministry of Public Health (MoPH) during the COVID-19 crisis in Lebanon and examines the public engagement with these efforts. A content analysis was conducted on 2,001 posts related to COVID-19 from January 2020 to June 2021. The posts were classified into categories and the frequency and median were used to measure government posting activity and engagement. The study analyzed additional post features such as hashtags, mentions, captions, and language to provide further context to the findings. Trend analysis was also conducted to examine how the metrics varied with key events. The results show that MoPH predominantly used photos (72.00%) and the majority of its posts were published during the initial phase of the outbreak (74.20%). The most prevalent categories of posts were uncertainty reduction (54.57%), self-efficacy (30.33%), and vaccines and immunization (16.89%). MoPH’s Facebook page witnessed a surge in followers during the post-COVID-19 period, increasing by over 300.00% from the pre-COVID-19 years. Posts content, media type, and crisis stage influenced the level of public engagement. The study reveals that Facebook is effective for strategic health crisis communication. Furthermore, it provides practical insights for public sector emergency managers responsible for online communication during outbreaks.

Role Of Social Media in Stakeholder Engagement in Universities in Kenya

Researchers and practitioners agree that stakeholder engagement is an important aspect of universities in the 21st century. Social media is changing the way people and businesses communicate and collaborate. Research shows that organizations struggle to develop social media management systems to engage with stakeholders. In today's digital age, social media platforms have become powerful tools for communication and engagement. However, there is limited research examining the role of social media in facilitating stakeholder engagement in universities in Kenya. Therefore, this study sought to fill this knowledge gap by exploring how social media is utilized and its impact on stakeholder engagement within the university setting. The research objectives were formulated to guide the study and include: Assessing the current use of social media platforms by universities in Kenya for stakeholder engagements: Identifying the key stakeholders involved in social media engagements by universities: Examining the benefits and challenges associated with using social media for stakeholder engagements: This study used innovation diffusion theory and excellence theory. To achieve the study objectives, a mixed-methods approach was utilized. The target group included 270 participants. The sample size was 161 participants. Stratified random sampling was used to provide representation from the various universities and departments. data were collected through questionnaires, interviews, and focus group discussions. The data were analyzed using SPSS version 26 and thematic analysis to derive meaningful insights. Analyzed quantitative data was presented through mean, frequency, and standard. The assessment of current social media used by universities indicated that they are actively utilizing platforms such as Facebook, Twitter, and Instagram to engage with their stakeholders. The identification of key stakeholders involved in social media engagements highlighted the importance of targeting students, prospective students, alumni, and the wider community. The examination of benefits and challenges associated with using social media for stakeholder engagements revealed that social media platforms provide opportunities for increased reach, immediate communication, and fostering a sense of community. However, maintaining content quality, and managing negative feedback were also identified. Furthermore, the analysis of the impact of social media on stakeholder perceptions and relationships showed that effective use of social media can enhance stakeholder satisfaction, create a positive institutional image, and foster stronger connections between universities and their stakeholders. However, ineffective use or mismanagement of social media can lead to negative perceptions and strained relationships. The paper concluded that social media plays a vital role in facilitating stakeholder engagements in universities in Kenya. Effective utilization of social media platforms leads to improved stakeholder relationships, enhanced reputation, and increased engagement with the university community. The study recommended that universities should develop a comprehensive social media strategy aligned with the university's goals and target audience and regularly monitor and analyze social media engagement metrics to evaluate effectiveness. This study contributes to the existing literature by providing insights specific to the context of universities in Kenya and emphasizing the significance of social media in stakeholder engagements

Predicting the level of social media use among journalists: machine learning analysis

Within the long-drawn of COVID-19, the impact of social media is important for the public and journalists to re-engage with each other due to the relentless churning out of information. This paper investigates Arab journalists' use of social media during COVID-19 through Machine Learning (ML) models to predict future use and the main factor(s) deriving the respondents to such use. It aims to analyze the relationship between Arab journalists' online activity and their use of social media platforms during the COVID-19 pandemic. To assess the frequency of social media usage among Arab journalists and its correlation with their primary tasks and accomplishments. To test the accuracy of these models, we collected 1,443 Arab journalists via an online survey in 2020 using a random sampling approach. Key variables like online active journalists, Facebook group usage, and frequency of usage were studied. The received responses were subjected to ML analysis such as K-Nearest Neighbors (KNN), Decision Tree, and Ensemble Bagged Tree (EBT). The EBT predicted that Arab journalists would continue to rely on social media to various degrees as a viable source to fulfill their main tasks and accomplishments.

Influence of Social Media Content on Risky Sexual Behaviours of Undergraduate Students in Selected Universities in Kiambu County, Kenya

With social media platforms being easily accessible through phones, the youth all over the globe, including those of Kiambu County, are easily exposed to unregulated content. From this, the issues of problematic content exposure and exposure to unnecessary content, such as sexual advertising and marketing content, arise. This study seeks to evaluate the influence of social media content on risky sexual behaviours of undergraduate students in selected universities in Kiambu County, Kenya. The study utilised a descriptive research design. The target population was 110,500 undergraduate students in the eight public and private universities with main campuses domiciled in Kiambu County. The sample size for the study was 399 undergraduate students. Data was collected using a structured questionnaire. Data collected was analysed using descriptive and inferential statistics with the help of the statistical package for social scientists, version 26.0. Descriptive statistics comprise frequencies and percentages, while inferential statistics use regression analysis. The study found a positive significant relationship between risky sexual behaviours and social media content. The study recommends that awareness campaigns on social media use and social media literacy programmes should be further enhanced. This will equip university students with critical skills in the responsible use of social media platforms. Students will also be equipped with skills to gauge different content on social media platforms and the way risky behaviours are advanced through social media platforms.

(Re)sharing feminisms: Re-sharing Instagram Stories as everyday feminist practices

Contemporary experiences of everyday feminisms often include the use of social media platforms like Instagram. The introduction of Instagram Stories created a space for emerging feminist engagements, allowing for practices of re-sharing content that serve as small acts of political engagement, accommodating the participation of otherwise reluctant users. This article explores the feminist potential of these re-sharing practices, grounding it on the analysis of 2282 Instagram Stories, produced by 52 Instagram users in Portugal. This analysis combines qualitative textual analysis, close readings, and the use of digital methods to explore overarching patterns. The article foregrounds the multiple meanings of re-sharing, its social character, its ability to engage in intertextual conversations with the original context, while simultaneously recognising some of the limitations of the Stories’ format for feminist action. In this way, this article reflects on the tensions and possibilities of these small acts of political engagement.

Keeping you connected or keeping you addicted? Weekly use of social media platforms is associated with hazardous alcohol use and problem gambling among adults.

A wide variety of social media platforms exist, each offering tailored solutions to attract specific target audiences based on their social media needs and interests. This diversity may pose a risk factor for the development or perpetuation of harmful behaviors. Research has established a connection between social media use and increased health risk behaviors. This six-wave exploratory longitudinal study investigated the associations between active social media use, hazardous alcohol use, and problem gambling among adult social media users. Data were collected via surveys in 6-month intervals, starting in March-April 2021 (T1: N = 1530; Mage = 46.67; SD = 16.42; 50.33% male). Of the T1 respondents, 58.10% participated in T6 (n = 889). Measures included the frequency of use of different social media platforms, the 3-item Alcohol Use Disorders Identification Test (AUDIT-C), and the Problem Gambling Severity Index (PGSI). Hybrid multilevel regression models were used for analyses. We found positive within-person effects of weekly Facebook use and between-person effects of weekly use of Facebook, TikTok, and gambling-related online communities on drinking. These results suggest an increase in hazardous alcohol consumption over time among the platforms' active users. Weekly Instagram use had a negative between-person effect on hazardous alcohol use. Individuals using TikTok or gambling communities weekly were more prone to problem gambling compared to non-weekly users. There are risks involved in the active use of some social media services among adult users. Prevention work, including digital health interventions, should be targeted according to the appropriate user group.