Use Of Social Media Platforms Research Articles

Beyond structural inequality: a socio-technical approach to the digital divide in the platform environment

With the widespread use of social media platforms, human-technology interactions in platform environments provide a new perspective for understanding digital inequality. This article constructs a conceptual framework through the analytical tool of “platform affordance” to reveal how the mutual construction of humans and technology extends the boundaries of digital inequality beyond structural factors. The framework considers the positive sequential relationship between technology-efficacy and self-efficacy, highlighting their dominant role in promoting stratified uses and outcomes on social media platforms. Using survey data from Sina Weibo users in China, we find that users’ perceptions of the location of the feature’s icon and methods of operation shape online content creation through their perceived capabilities and needs, resulting in an unequal distribution of digital capital. On the one hand, platform affordance weakens the mechanisms that reproduce social inequality; it does so by revealing the fundamental role of interaction between technological properties and personal expectations in guiding online activities. On the other hand, platform affordance also reshapes how social structural factors operate; it does so by triggering moderating effects of personal and positional characteristics on the relationship between technology-efficacy and self-efficacy.

Use of Peer-Led Web-Based Platforms for Peer-Assisted Learning Among Canadian Anesthesia Residents and Fellows: Cross-Sectional Study.

Peer-assisted learning (PAL) using peer-led web-based platforms (PWPs), including social media, can be a highly effective method of supporting medical trainees. PWPs, such as mobile apps for sharing anesthesia resources and social media groups or discussion forums pertaining to anesthesia training, may play a role in facilitating anesthesia trainee-led web-based education. However, there have been many challenges facing anesthesia trainees when it comes to incorporating PWPs, especially social media and mobile apps for PAL. The primary objective of this survey was to assess the proportion of trainees that use social media and mobile apps. The secondary objective was to identify the trainees' perceptions on the use of social media and mobile apps for educational purposes, including PAL. This cross-sectional study was conducted through a survey administered via email at a single large academic center. The survey tool collected data between 2016 and 2017 on the following: demographic data (year of study, field of specialty), use of technology and web-based resources for medicine, use of social media platforms for anesthesia or training, benefits and barriers to future uses of social media for training, and ideas for trainee-led websites. Descriptive statistics were reported. In total, 80 anesthesia trainees (51 residents and 29 fellows) responded to the survey (response rate of 33% of out 240 trainees contacted). All trainees reported having a mobile device that most (n=61, 76%) reported using multiple times a day to access medical resources. The highest perceived benefits of PWPs according to residents were that the most valuable information was available on-demand (n=27, 53%), they saved time (n=27, 53%), and they improved their overall learning experience within anesthesia (n=24, 47%). In comparison, fellows thought that PWPs were beneficial because they provided multiple perspectives of a single topic (n=13, 45%) and served as an additional platform to discuss ideas with peers (n=13, 45%). The most popular platforms used by both residents and fellows were Facebook (residents: n=44, 86%; fellows: n=26, 90%) followed by LinkedIn (residents: n=21, 42%; fellows: n=9, 29%). Even though most anesthesia trainees used social media for personal reasons, only 26% (n=21) reported having used resident- or fellow-driven PWP resources. Examples of PWPs that trainees used included anesthesia groups and a resident Dropbox resource folder. There was generally an acceptance for using PWPs for PAL as they provided various benefits for trainees at all levels of learning. PWPs have the potential to garner an increased sense of community and sharing within learning experiences throughout all levels of training.The information gained from this survey will help inform the basis for developing an anesthesia trainee-led e-learning platform.

Performance of Machine Learning Models in Predicting Sentiments of Post-Covid Patients

With the widespread use of social media platforms, sentiment analysis of user-generated content has become a crucial task in understanding public opinion and trends. In this paper, we compare the performance of three popular machine learning models, namely Random Forest, Support Vector Machine (SVM), and Logistic Regression, in predicting sentiments of post-COVID patients on social media tweets. The study utilizes a dataset of labeled tweets representing positive, negative, and neutral sentiments. The preprocessing of textual data involves tokenization, stop-word removal, and conversion to lowercase to create a suitable input for the models. We utilize Term Frequency-Inverse Document Frequency (TF-IDF) vectorization to transform the text data into numerical features. The sentiment labels are converted to numeric representations for model training and evaluation. The three machine learning models are trained and evaluated on the dataset using metrics such as accuracy, precision, recall and F1-score. The evaluation results are presented and analyzed for each model, providing insights into their strengths and weaknesses in predicting sentiments. The experimental results demonstrate that Random Forest achieves the highest accuracy and F1-score, closely followed by SVM, while Logistic Regression performs slightly lower in comparison. However, all three models exhibit strong predictive capabilities, and their performances vary depending on the specific sentiment class. The findings provide valuable information for researchers and practitioners seeking to employ sentiment analysis in social media monitoring and other related applications. Overall, this study contributes to the understanding of the capabilities of Random Forest, SVM, and Logistic Regression models in sentiment analysis of social media tweets, and offers valuable insights for selecting the most suitable model for specific sentiment prediction tasks.

Pendidikan Agama Islam dan literasi Media Sosial dalam Menghadapi Era Informasi Bagi Generasi Muda Indonesia

This study examines the strategic role of Islamic religious education in enhancing social media literacy among young generations in the digital age. Using a qualitative approach through library research, the study explores how Islamic education can contribute to developing critical thinking skills, ethical behavior, and responsible use of social media platforms. The research findings highlight three main roles of Islamic education: shaping character and attitudes aligned with Islamic values in social media usage, integrating learning materials on social media ethics, and fostering awareness of the impact of social media on personal development and society. Furthermore, the study identifies key strategies for implementing social media literacy in Islamic education, including curriculum integration, utilizing social media as a learning tool, and developing critical thinking skills. The research concludes that Islamic education has significant potential in preparing young generations to face the challenges of the digital era by instilling Islamic principles such as tabayyun (verification), tadabbur (contemplation), and tabarruk (seeking blessings) in their online interactions. This holistic approach is expected to contribute to forming a generation of Muslims who are literate, critical, and responsible in their use of social media.

Acceptability, feasibility and potential of an intervention using secret Facebook groups to complement existing HIV prevention strategies among female sex workers in Cameroon, a randomized pilot study

ABSTRACT This randomized pilot project evaluated an intervention promoting health care literacy around HIV, pre-exposure prophylaxis (PrEP), and stigma reduction using private social media groups that complemented existing HIV prevention services among female sex workers (FSWs) in Cameroon. The intervention was 12 HIV and sexual health videos tailored to FSWs that were released over 8 weeks through a secret Facebook group platform. In-person surveys were administered before, after the intervention, and three months later. No HIV seroconversions were detected; all participants completed follow-up and agreed to recommend the intervention to a coworker. Although the intervention was assessed to be acceptable and feasible to implement, poor internet connectivity was a key barrier. In time-series analysis, the intervention group participants reported improved PrEP interest, PrEP knowledge, and condom use along with reduced PrEP and HIV-related stigma, but no impact on sex-work related stigma or social cohesion. Similar results occurred in the control group. Cross-contamination and small pilot study size might have hindered the ability to detect the differential impact of this intervention. As communications technology increases in Cameroon, it is essential to learn more about FSWs preferences on the use of social media platforms for HIV prevention strategies.

Content Designing An Engaging Medium In Social Media Marketing

Social media marketing is the use of social media platforms and websites to promote a product or service. Social media marketing is becoming more popular for both practitioners and researchers. Content creation is the foundation of all modern digital marketing efforts. It's defined as the process of conducting research, generating strategic ideas, crafting those ideas into high-value collateral and then promoting to a target audience.
 Social media marketing is an important way for businesses of all sizes to reach customers. The customers are already interacting with brands through Social media that can bring remarkable success to the business. This has created devoted brand advocates and driving leads for better sales.
 Challenges of social media marketing like customer satisfaction, communication, reducing rumours, negative talk etc., helps in understanding the online marketing and helps in building strategies to avoid the problems of social media.
 This study focuses at how communication, cost and customer awareness, brand name influences e- business using social media as a marketing tool. This study provides important insights on which areas company owners and managers needed to look into more effective lyin order to prove business growth. However, if the business has a real Social Media Marketing strategy, it will be able to identify the ability to monitor public perception of its brand, products and services in real time. The importance of this study is: - Content designing in social media marketing.
 Content marketing leads customers to more informative and engaging mediums. Content creation is the ultimate inbound marketing practice. When a content is created, then it’s providing free and useful information to the customers, attracting potential customers through website, and retaining existing customers through quality engagement
 Content marketing is important because it answers customer’s questions and helps customers to Build trust, develops relationship, improve conversions, and generate leads. In the present day Customers expect high-quality, consistent content from their favorite brand.
 The methodology adopted will be Descriptive research and Convenience Sampling technique is followed.

Small-Scale Chicken Farmers’ Use of Social Media to Access Market Information in Arusha City, Tanzania

The aim of this study was to examine the small-scale chicken farmer’s use of social media platforms to access market information in Arusha city, Tanzania. Data were collected between June and August 2022 from 260 small-scale chicken farmers (SSCFs). Among these, 130 were Kuku Uchumi and 130 were non-Kuku Uchumi beneficiaries selected using stratified and simple random technique. Both quantitative and qualitative data were collected using questionnaire and key informant interview guide, respectively. Descriptive statistics, chi-square test, and binary logistic regression model were used to analyse quantitative data. On the other hand, qualitative data were transcribed from audio and translated from Kiswahili to English, and extracts were developed. The study found that chicken price, egg tray price, the number of chicken, and egg trays needed in the market and chicken market status were the main chicken market information accessed by SSCFs through social media. WhatsApp was reported as the primary social media used by SSCFs to access market information. The findings also, indicate statistically significant differences between Kuku Uchumi and non-Kuku Uchumi beneficiaries in using social media to access market information. The study concludes that using social media to access market information assists SSCFs in finding markets for their chicken and eggs, and recommends to other SSCFs to use social media. Furthermore, Kuku Uchumi's modes of training and mobilization may be advocated by extension agents in other areas

VIEWS ON STUDENT POLITICAL FREEDOM POST-UUCA AMENDMENT AND IMPLEMENTATION OF UNDI18: A CASE STUDY OF PUBLIC UNIVERSITIES IN SOUTHERN MALAYSIA

In the 65 years since gaining independence, Malaysia’s political landscape has seen significant growth in student activism, particularly in terms of student political freedom in public universities. The 1960s and 1970s were regarded as the golden age of student movements in Malaysia, marking the peak of student political freedom. However, the enactment of the Universities and University Colleges Act 1971 (UUCA) suppressed all political activities by students. Recently, two important developments took place, namely the amendment of UUCA in 2019, which has allowed students to engage in political activities inside and outside the campus, and the implementation of Undi18, which has rekindled students’ political freedom. This study examines the views and understanding of the informants regarding the concept and practice of student political freedom. This study also highlights the existing values associated with student political freedom. The research design employed in this article is qualitative and conducted through a case study. We interviewed 15 informants from Universiti Sains Islam Malaysia, Universiti Tun Hussein Onn Malaysia, and Universiti Teknologi Malaysia. The concept of student political freedom was perceived as encompassing freedom of speech, freedom of associations, and the right to vote. Current practices of student political freedom include the use of social media platforms, political participation, and the formation of associations. In terms of student political freedom, the informants emphasised values of social responsibility, integrity, and intellectualism. In essence, this study presents findings on the current political scene in public universities post-UUC amendment and the passing of Undi18 bill, which purportedly create a more conducive democratic space for student political freedom.

Political hyper-reality in social media: A case study of female candidates in the Regional Representatives Council (DPD) of South Sumatera, Indonesia

This study focused on the Regional Representatives Council (DPD) election in South Sumatra, Indonesia, and examined the creation of hyper-reality in the social media campaigns of female legislative candidates (caleg). Furthermore, it specifically concentrated on the use of social media platforms. A mixed-methodology approach was used, which combined content analysis of social media posts with semi-structured interviews involving twelve informants. This study also aimed to determine how female DPD candidates project their image on social media and the effect on voters. The results showed that female DPD candidates presented themselves on social media in a manner consistent with sociocultural expectations of the role women are expected to play in politics. They portrayed themselves as individuals who can maintain a healthy balance between professional and personal lives, who are educated, devout and have connections with influential people and the general public. It was also shown that voters are still influenced by hyper-realistic depictions of political candidates shared on social media, even though they can differentiate between photographs shared on social media and actual reality. This demonstrated the significant impact of social media on shaping public opinion and the conduct of political actors. This result will contribute to the expanding academic literature on hyper-reality, politics and social media. It will also shed light on the creation of hyper-reality in the political campaigns of women seeking legislative office. This study emphasized the importance of social media as a strategic tool in contemporary politics and how hyper-reality constructions may influence voters’ perceptions and behaviour in the context of DPD elections in South Sumatra.

Assessment: The Effectiveness of Video Media Through the Tiktok Application on Teenagers' Knowledge About Clean and Healthy Living Behavior at Junior High School Level

Purpose of the study: The purpose of this research is to evaluate the effectiveness of video media through the TikTok application in increasing teenagers' knowledge about Clean and Healthy Living Behavior at the junior high school level.
 Methodology: This research method is quantitative, using a questionnaire as the main instrument for collecting data which is distributed to students. The collected data was then analyzed using descriptive and inferential statistical techniques to evaluate the relationship between the use of TikTok video media and teenagers' knowledge about Clean and Healthy Living Behavior.
 Main Findings: The results of this research are that the use of video media through the TikTok application significantly increases teenagers' knowledge about Clean and Healthy Living Behavior at the Junior High School level. These findings demonstrate the great potential of the use of social media platforms in increasing adolescent health awareness and emphasize the importance of further exploration of innovative health education approaches.
 Novelty/Originality of this study: The novelty of this research lies in exploring the effectiveness of using video media through the TikTok application in increasing teenagers' knowledge about Clean and Healthy Living Behavior at the Junior High School level, which highlights the importance of adapting health education strategies to developing digital trends.

‘We just had to try it’ - Virtual mentoring experiences of students and their lecturers- Namibia

Abstract Background Mentoring is the backbone of nursing in the classroom and clinical practice. Online learning became the teaching mode of choice during the Covid-19 pandemic. Nurse training institutions were caught off guard with the sudden changes as they were not prepared for the imposed restrictions. Reliance on face-to-face mentoring (FFM) was greatly disrupted because of restrictions on public gatherings and closure of schools. Students needed to continue learning, lectures needed to keep their jobs and nurse training institutions needed to be viable in the midst of the Covid-19 crisis. This study explored virtual mentoring (VM) experiences among third-and-fourth nursing students and their lecturers. Methods An exploratory qualitative design was used. Purposive sampling was used for students and convenient sampling on lecturers. Data collection instrument was designed and pilot tested. Six focus groups from students (n = 46) were conducted. Telephone interviews were conducted with lecturers (n = 18). Data were analysed using NVivo 12. Results Five key themes were identified on both groups; (i) Preparation of adequate teaching content is crucial, (ii) problem-solving scenarios to promote student expertise, (iii) group work and use of social media platforms promote socialisation, (iv) personalized feedback important for psychological support and (v) use of videos during lectures was paramount for nonverbal communication. Institutional support and learning of IT skills to navigate through the Learning Management System were recommended as ways of strengthening VM experiences. Conclusions Although both FFM and VM produced positive mentoring experiences, mentoring activities such as modelling, scaffolding, coaching, articulation, reflection and exploration were not clearly understood as mentoring activities. Future research should explore teaching pedagogies to strengthen VM. Key messages • Innovative techniques for nonverbal communication are important during online learning as they mentor students on communication skills and boost self-esteem. • Knowledge on navigation of the LMS and its various features that support virtual mentoring is paramount both for students and lecturers to meet learning outcomes.

Does Social Media Make Unhappy? A Research on the Effect of Social Media Platforms Usage on Happiness in Demographic Crack

The new technologies brought by the digital age are changing how individuals and societies communicate, learn, work and manage. Digital tools and platforms that have developed thanks to technology have made people's lives easier while affecting their emotions, thoughts, and behaviors. Thanks to digital tools, communication has become independent of time and space, and distances have become closer. People who had to be isolated due to the coronavirus epidemic have increased their use of digital technology to communicate with their loved ones, get information, work, learn, socialize, and have fun. According to the results of TÜİK's “Household Information Technologies (IT) Usage Survey, 2021”, the internet usage rate in 2021 is 82.6%, and the rate of those who use the internet regularly is 80.5%. On the other hand, according to the results of the World Happiness Report by Gallup, Turkey ranks 112th in the World Happiness Ranking. While Turkey's happiness level has shown a decreasing momentum since 2016, social media usage rates are increasing. In line with these data, the research aims to determine the effect of social media platform use on happiness. Descriptive research, one of the quantitative research types, was used in the research design with the experimental research method. Within the scope of the research, an online questionnaire was applied to 170 white-collar employees, who were reached by convenience sampling method. According to the research results, happiness is similar according to the duration of use of social media platforms.

Challenges of Using Social Media as a Teaching Tool in Secondary Schools

The COVID-19 pandemic resulted in a significant shift towards the use of social media platforms to support teaching with educators being responsible for integrating social media into their pedagogical practices. Yet its use has many challenges. This research aimed to describe the challenges secondary school teachers shared about using social media as a teaching tool. This descriptive multiple case study followed an interpretive, inductive, and qualitative approach. Four secondary schools were selected as cases and teachers who used social media as a teaching tool were interviewed. Multiple challenges are described that impact teachers and students. Many are due to the features of social media, and some are due to school infrastructure and policies. Practically this research can help teachers have a better understanding of these challenges before using social media for their own teaching. Policies, curricula, applications, and pedagogies can also be adapted and changed based on the finding of this research.

Understanding The Phenomenon and Risks of Identity Theft and Fraud on Social Media

The use of social media platforms has created new opportunities for people to connect and share information with one another. However, this has also increased the risk of identity theft and fraud. The purpose of this paper is to provide an overview of the phenomenon of identity theft and fraud on social media by exploring the various methods used by perpetrators to gain access to personal information, the ways in which they utilize this information to commit fraud, and the impact that these crimes can have on the victim’s privacy. This paper will also examine the various strategies that individuals and organizations can use to protect their privacy on the internet from identity theft and fraud on social media. Ultimately, this paper aims to increase understanding of the risks of social media use and to provide practical recommendations for minimizing these risks.

Association between daily use of social media and behavioral lifestyles in the Saudi community: a cross-sectional study.

This study aimed to investigate the association between nine social media platforms use and health-related behavior, including fruit and vegetable intake, physical activity, tobacco use, and risk factors including depression and obesity. A cross-sectional study was conducted using secondary data from the Sharik Health Indicators Surveillance System (SHISS). Participants 18 years and older were recruited via phone-interviews. The nine social media platform use [Twitter-(X), Facebook, Instagram, WhatsApp, LinkedIn, Snapchat, TikTok, Telegram, and YouTube] were assessed using self-reported use. Health-related variables include behavioral factors including diet, physical activity, and tobacco use including (cigarettes, waterpipes, and e-cigarettes), risk of depression and obesity. Logistic regression analysis was performed to explore the association between social media use and health-related variables. The study indicated that daily Snapchat users had a lower healthy diet (fruit and vegetable intake), whereas daily LinkedIn and WhatsApp users were positively associated with a healthier diet, relative to those with infrequent social media use. Furthermore, daily interaction with Instagram, TikTok, Telegram, and YouTube was significantly associated with increased depression risk. Conversely, Snapchat and WhatsApp usage was significantly linked to a decreased depression risk. Tobacco-smoking behaviors were associated with specific social media platforms: cigarette smoking was associated with Snapchat, TikTok, and YouTube; e-cigarette with Facebook, LinkedIn, Snapchat, and TikTok; and waterpipe smoking with Facebook and TikTok. Interestingly, some platforms, such as Instagram, were associated with reduced cigarette smoking. The relationship between social media activity and health-related outcomes remained significant after adjusting for age and gender. This study highlights the potential negative impact of particular daily social media use on health-related variables, including dietary habits, tobacco use, and depression. Nevertheless, particular daily social media use of some platforms was associated with a potential positive impact on the health-related variables. Social media platforms are tools that can be used to achieve both a positive and negative effect. By knowing which demographic segments have a greater presence on one platform, we are creating opportunities to understand the social phenomena and at the same time use it to reach those segments and communicate with them, because each social media platform has its unique way and framework of user communication.

Facebook for digital agricultural extension services: The case of rooftop gardeners in Bangladesh

The use of social media platforms has revolutionized the way rural farmers receive information and support from agricultural experts and extension services. However, the role of social media in meeting the information and technological needs of urban rooftop gardeners remains unclear. The study utilizes the Theory of Virtual Community Practice (VCoP) to address this research gap and employs a qualitative, inductive research approach. We investigate the potential of Facebook groups in bridging the extension service gap and addressing the information deficit faced by urban rooftop gardeners. Our study involves extracting data from two Facebook-based VCoPs using CrowdTangle and analysis using ATLAS.ti software. The findings of our study highlight six communication behaviors: supporting outreach, crowdsourcing, knowledge sharing and learning, engaging groups or communities, cooperating, and popularity and promotion. These behaviors provide insights into various aspects of community engagement, interaction, and outcomes. With the help of social media platforms, rooftop gardeners can connect, share experiences, seek advice, and access valuable information on rooftop gardening. This study is the first to explore the potential of Facebook groups in bridging the extension service gap and addressing the information deficit faced by urban rooftop gardeners.

The Socialist Project on Social Media Platforms: Anticapitalist Organization in Platform Capitalism

This article is a self-reflexive case study of the Socialist Project's (SP) tactical uses of Meta's Facebook and Google's YouTube platforms. Formed in early 2003 by Leo Panitch (1945–2020), Greg Albo, Sam Gindin, Herman Rosenfeld, and others, the SP is a small Toronto-based democratic socialist organization that for nearly two decades has contributed to wider efforts to build and sustain an anticapitalist “infrastructure of dissent” and “radical imagination.” While Facebook's and YouTube's ownership structures, business models, and datafication and commodification mechanisms limit the SP's tactical uses of these platforms, the SP's agency to use these to try to make history in digital conditions not of its own choosing is significant. This article argues that the SP's tactical use of social media platforms exists between structure and agency, at the interface of top-down platform capitalist business models, mechanisms, and logics and bottom-up anticapitalist organization building, public pedagogy, and alternative media making.

Determining Satisfaction of Social Media Use Among Iraqi Audiences Toward Religious Issues

This research aims to determine the level of satisfaction on social media use among Iraqi audiences in fulfilling their need for information on religious issues and Islamic topics. This research highlights the role of new media in spreading religious awareness among the public as electronic media is no longer used to just monitor an event and communicate information; rather, it has the power to influence the behaviour of users - hence becoming the pressure and control factors as well triggering event thus creating motivation to prepare an individual in regards of their faith at the same time. A questionnaire was distributed to Iraqi audiences and the results demonstrate the importance of social networking platforms towards shaping attitudes and perceptions towards the practice of Islam and how it has become an integral part of individual behaviour as well as their daily lifestyles. This research was guided by the theory of Uses and Gratification (U&G), where representation of knowledge and information-seeking behaviours influence public opinions on religious issues through the use of social networking sites. Further to this, the results of this search indicate that the motives of social media platform use by the Iraqi public are mostly cognitive and enhanced their knowledge of religious issues. Keywords: New media, religious issues, social media, uses and gratifications theory, media influence.

Information Needs of Korean Immigrants in the United States

This mixed-method study aimed to explore the information needs of Korean immigrants on social media and their selection and use of social media platforms for information seeking in the United States. The research encompassed six research questions and employed questionnaires, diaries, and interviews to collect data. 111 Korean immigrant participants completed the questionnaires, and 16 individuals were selected for diaries and interviews. The quantitative and qualitative analysis incorporated descriptive analysis, Chi-Square test, and open coding. The study revealed that education is the top information need on social media. Social Network Services were the most frequently used platforms, with YouTube being popular for specific information needs. The relationship between social media types, demographic factors, information communication technology experience, cultural factors, and information needs was examined using the Chi-Square test, uncovering significant associations. Through open coding, various factors influencing social media selection were identified, such as social network influence, cultural preference, information needs, quantity, and format. Keyword searches and subscriptions were the primary methods for information gathering. Algorithms, features, result relevance, and information delivery speed were key factors in using social media. The study uncovered information needs among Korean immigrants and shed light on their predominant needs on social media. Moreover, the study presented a theoretical model for Korean immigrants' selection and use of social media platforms. It offered practical recommendations to cater to the information needs of Korean immigrants, such as algorithm optimization, improved search functionality, and language support. The study's limitations were acknowledged, and recommendations for future research were provided.

Use of Social Media Platforms as a Key Element of brand Marketing Strategies

"This article delves into the exploration of social media platforms as crucial components of brand marketing strategies. It characterizes the essence of social media platforms, emphasizing the significance of social networks within this context. The primary objectives of brand strategies, specifically those deployed on social media, are explicated. Contemporary brand strategies employed on social media platforms are elucidated. The study also scrutinizes the distinct features of brand marketing strategies utilized for positioning within social networks. This research aims to unveil the intricacies surrounding the utilization of social media platforms as pivotal elements within brand marketing strategies. The object of this study centers on social media platforms functioning as integral components of the virtual environment. The research employs various methodologies, including description, analysis, synthesis, comparison, generalization, and content analysis, to achieve comprehensive insights into the subject matter. This article focuses on the examination of social media platforms as vital elements within brand marketing strategies. To fulfill the objectives of this study, an exploration is conducted on the role of social media platforms in individuals’ lives, encompassing the essence of social networks and the positioning of brand promotion within their life cycle. Additionally, the article characterizes the business opportunities arising from the integration of social media platforms as components of marketing strategies. This paper provides an in-depth examination of the advantages and disadvantages associated with leveraging social media platforms for brand promotion. It defines contemporary strategies adopted by brands on social media platforms. Additionally, the research sheds light on the pivotal role of targeting within the realm of brand promotion."