Usage Of Social Media Platforms Research Articles

Multi-Modal Twitter Data Analysis for Identifying Offensive Posts Using a Deep Cross Attention based Transformer Framework

In today’s society dissemination of information among the individuals occur very rapidly due to the widespread usage of social media platforms like Twitter (now-a-days acclaimed as X). However, information may pose challenges to maintaining a healthy online environment because often it contains harmful content. This paper presents a novel approach to identify different categories of offensive posts such as hate speech, profanity, targeted insult, and derogatory commentary by analyzing multi-modal image and text data, collected from Twitter. We propose a comprehensive deep learning framework, “Value Mixed Cross Attention Transformer” (VMCA-Trans) that leverage a combination of computer vision and natural language processing methodologies to effectively classify the posts into four classes with binary labels. We have created an in-house dataset (OffenTweet) comprising of Twitter posts having textual content, accompanying with images to build the proposed model. The dataset is carefully annotated by several experts with offensive labels such as hate speech, profanity, targeted insult, and derogatory commentary. VMCA-Trans utilizes fine-tuned state-of-the-art transformer based backbones such as ViT, BERT, RoBERTA etc. The combined representation of image and text embeddings obtained by these fine-tuned transformer encoders, is fed into a classifier to categorize the posts into offensive and non-offensive classes. To assess its effectiveness, we extensively evaluate the VMCA-Trans model using various performance metrics. The results indicate that the proposed multi-modal approach, achieves superior performance compared to traditional unimodal methods.

Social Media Branding Strategy to Increase the Tourist Attraction of the Palintang Rock Cliffs, Wargaluyu Village

Cadas Palintang Cliff at Wargaluyu village has great natural potential and high value as a tourist destination. Although its popularity among tourists is still limited. This journal aims to strategise branding through the use of social media in an effort to increase interest in tourism at Cadas Palintang Cliff. USing quantitative approach, this journal analises branding strategies which focuses on destination image management, content creation, along with the usage of social media platforms like Instagram, Facebook, and YouTube. Data is collected through deep interviews with tourism management, social media content analyzer, and direct observation. Study shows that consistent and interesting branding, combined with active interaction on social media, can increase tourist’s interest and broaden the market. Usage of local hashtags, collaboration with influencers, along with visual content which highlights the beautiful nature of Cadas Palintang Cliff became a key element in this strategy. This journal suggests recommendations to tourist’s destination management in optimizing social media to promote tourist’s destination sustainably.

Exploring the Characteristics and Extent of Travel Influencers’ Impact on Generation Z Tourist Decisions

The social media phenomenon revolutionized the way people communicate and share information in all age groups. In the context of global expansion and its undeniable popularity, social media platforms have favored the emergence of a new concept, the social media influencer (SMI). SMIs are online celebrities, followed and copied by a large number of users. The paper’s goal is to investigate the capacity of travel SMIs to influence the tourist decisions of Generation Z members. Aiming to obtain insight results, an exploratory study was conducted using the qualitative focus group research method. The respondents are members of Generation Z, users of social media platforms for travel planning. The main results highlight the characteristics of travel SMIs’ activities and influences, as well as the advantages and disadvantages of following their recommendations in the travel planning process. Also, this study highlights the reduced influence of Romanian travel SMIs on Generation Z tourists, despite the fact that they are primary information consumers on this communication channel. The results could contribute to establishing general benchmarks of a future professional career for Generation Z members as travel SMIs, an important sustainable option for communication in tourism.

Behavioural mimicry or herd behaviour of Generation Z? Social media interactions in the context of information overload

Abstract The article aimed to examine the relationship between Generation Z’s interactions on social networking sites in the context of herd behaviour and behavioural mimicry through central and peripheral content processing pathways. The study was conducted using the CAWI method on a group of 142 representatives of Generation Z from selected universities in Poland. Nonparametric tests were used for statistical analyses. In the case of information overload, approximately 20 % of respondents’ interactions on different social media platforms may result from behavioural mimicry and herd behaviours. This type of activity is influenced primarily by the observed number of interactions and the emotional nature of other users’ reactions. The observed differences are determined by gender, the type of social media platform, and related content specificity. Research limitations result from the specificity of the research sample in the context of its homogeneity and size. The theoretical contribution is related to the development of the cognitive-emotional-behavioural theory of memes about the imitation of interactions of social media users’ conditioned herd behaviour and behavioural mimicry. The novelty of the research lies in the application of the theoretical Elaboration Likelihood Model approach to the analysis of herd behaviour and behavioural mimicry in the context of research on the cognitive, emotional, and behavioural activities of various social media platform users.

Usage of Social Media Platforms and Their Influence on the Education of Adolescent: A Study of Public Secondary Schools in Arusha City, Tanzania

Usage of Social Media Platforms and Their Influence on the Education of Adolescent: A Study of Public Secondary Schools in Arusha City, Tanzania

The influence of hyperreality social media on adolescent food and beverage choices: A preliminary study.

Social media has become an essential aspect of our lives, especially for adolescents, in this digital age. Platforms like Instagram, Facebook, TikTok, and many more have created a hyperreal world that blurs the line between reality and fantasy. This can have significant consequences, particularly when it comes to adolescents' food and beverage choices. This initial study aims to examine how hyperreality in social media influences adolescents' food and beverage choices. The study used surveys and focus group discussions to gather information from 20 adolescents aged 13-18. Participants had to be active users of social media platforms. The study's findings indicate that exposure to hyperreal social media content influences adolescents to make unhealthy food and beverage choices, increasing their risk of developing non-communicable diseases. More research and effective measures are needed to counteract social media's negative effects on adolescent health.

The Impact of Shock Advertising on Consumer Buying Behaviour

The subject of this research focuses on the effects of Shock Advertising on purchasing behavior. This research work adopted a quantitative research method and data was gotten through the administration of questionnaires administered to users of social media platforms using Google Forms. This paper establishes that Shock Advertising plays a very critical role in consumer buying behavior causing shifts in their product perceptions, brand attitudes and purchase intent. When asked, the nature of social media that impacted consumers the most, participants tagged Instagram and Facebook. The study also reveals the extent to which social media is used by the consumer in the quest for information about products and brands they use and recommended by those in the consumers’ social circles. The work suggests that the companies use social media advertising to reach the consumers and persuade them to purchase the products. Thus, this study contributes to the knowledge of how consumers interact with social media and gives useful recommendations to enhance the practice of marketing on social media platforms to marketers. Keywords: Shock Advertising, Consumer buying behavior, Brand perceptions.

Impact of Social Media Addiction Among Medical Students on Their Social Interaction, Well-Being, and Personality: A Comparative Study.

Background Social media addiction has emerged as a growing concern, particularly among young adults, including medical students who face unique stressors and demands. The widespread usage of social media platforms can lead to addictive behaviors affecting mental health, academic performance, and interpersonal relationships. Understanding the relationship between social media addiction, personality traits, social interaction, and overall well-being is crucial for developing effective interventions to support this vulnerable group. Aim To study the relationship of social media addiction with social interaction, well-being, and personality in medical students. Materials and methods A cross-sectional study was conducted with 300 students from a medical institution, including both undergraduate and postgraduate levels. Data were collected through an online survey, administered via Google Forms. Social Media Addiction Scale-Student Form (SMA-SF), Social Interaction Anxiety Scale and Social Phobia Scale, Medical Student Well-Being Index (MSWBI), Three-Item Loneliness Scale (T-ILS), and Short Big Five Inventory Scale (BFI-10) were applied to all the participants. Results A total of 292 medical students participated in the study, comprising 122 males and 170 females. The analysis revealed that both male and female students exhibit similar levels of susceptibility to social media addiction, as evidenced by comparable scores on measures of social media addiction, social interaction anxiety, social phobia, loneliness, well-being, and personality traits. Regression analysis identified time spent on social media and agreeableness as significant predictors of social media addiction, with no signs of multicollinearity. These findings indicate that male and female medical students share similar psychological profiles, highlighting critical factors that influence social media usage within this population. Conclusion This study highlights a significant prevalence of social media addiction among medical students, affecting 76.7% (n = 224) of participants, with slightly higher rates observed among females (n = 132, 78%) compared to males (n = 92, 72%). This addiction correlates with adverse psychological traits such as heightened social interaction anxiety, social phobia, and loneliness, along with personality traits like neuroticism. Both genders exhibit similar susceptibility to addiction, influenced by factors such as time spent socializing and agreeableness. Addressing these findings through targeted interventions could improve medical students' overall well-being and mental health outcomes, underscoring the need for further research and effective strategies in academic settings.

Political Unfriending on Social Media: A Survey Study

Political unfriending on social media in Pakistan refers to the increasing usage of social media platforms for political discourse and activism in the country. This research purpose is to explore the extent to which individuals are influenced by political differences and how this influence ultimately provokes them to unfriend other users from their social networks, this was observed under the umbrella of cognitive dissonance theory. In order to study this, a Survey was adopted as the research methodology to observe the viewpoints of individuals with respect to their political preferences on social media by employing a quantitative research design with the help of university students, a sample of 300 respondents was selected who responded over a questionnaire based upon closed-ended questions along with systematic sampling technique which is used for analyzing and interpreting data which helped us to draw a valid conclusion.

Exploring the Usage of Social Media Networking Platforms Among Medical Practitioners: Reasons, and Proposed Features for Improved Experience

Purpose This study aims to identify and prioritize the reasons for social media use among medical practitioners to facilitate the selection of the most appropriate social media platforms for healthcare providers. The findings of this study will help address the challenges posed by the wide variety of available social media platforms and assist healthcare providers in choosing platforms that best meet their professional needs. Design/methodology/approach This cross-sectional study was conducted in the period of two months, i.e., August and September 2021. This study is based on the AHP (Analytic Hierarchy Process) method of the MCDM (Multi-Criteria Decision-Making) approach. In the first phase, a four-hour brainstorming session was held to identify the medical Practitioner’s reasons for social media usage; in the second phase, the identified reasons were linked with the top five social media platforms to determine the prioritized order of preference. Findings The top three reasons driving medical practitioners’ usage of social media platforms include “Getting an update on current affairs,” “Network with industry professionals,” and “Healthy Lifestyle and Wellness Promotion.” In contrast, the bottom three causes include “Advocacy for causes,” “Get Updates about friends and family members,” and “Opinions and ideas sharing.” The prioritized order of social media platforms is LinkedIn, followed by Instagram, WhatsApp, Facebook, and Twitter. Practical implications This study helps solve the medical Practitioner’s dilemma of selecting suitable social media platforms that serve their intended functions. In the future, it is expected that the usage of SM platforms will increase for causes such as Institution Branding and Healthcare Issues related Advocacy as well. Originality/value Previous research has not adequately identified the reasons driving social media usage by physicians. This study is one of the few studies that has attempted to prioritize reasons for social media usage by physicians and has provided a prioritized list of social media platforms.

Understanding how nurses can effectively utilise social media for increasing public involvement, recruitment and impact dissemination of Clinical Research Trials.

The methodologies for clinical research trials are evolving to greater usage of social media platforms, providing opportunities to incorporate smart technologies in their delivery. Research Nurses should consider how they can utilise platforms for public engagement in trials. To explore the experiences of social media platforms and clinical research trials in a healthy population group, to gain insight into how clinical researchers can utilise these platforms professionally and ethically. Using a critical realist qualitative focus group design with template analysis, we recruited 16 healthy members of the public aged 18-75 years. The data expands upon their thoughts and behaviours regarding social media platforms with their understanding of clinical research. Three main themes along with their specific subthemes (1) Design: Patient and Public Involvement (Subtheme: Understanding of clinical research, Diversity of social media users), (2) Implementation: Recruitment to active studies, (Subtheme: Motivators for volunteering, Trustworthy), (3) Dissemination: Impact and Awareness of Results, (Subtheme: Information overload, Motivations for users to share information). This study has highlighted the need to consider the way different population groups use social media platforms and the information they share when looking to engage them in clinical research trials.

HUBUNGAN PENGGUNAAN MEDIA SOSIAL DI INDONESIA DENGAN PENDEKATAN COMMUNICATION PRIVACY MANAGEMENT (CPM) GUNA MENINGKATKAN SELF DISCLOSURE ON SOCIAL MEDIA

This research is motivated by the fact that many social media are used very widely in the context of Self Disclosure which can fulfill the emotions of users on social media, but is accompanied by risks that can be detrimental to the user. The aim of this research is to provide knowledge, understanding and information about problems for users of social media platforms (Facebook, Instagram, Twitter (X), Tiktok, Youtube) in Indonesia. A total of 130 respondents participated in the survey who were users or who had used social media in Indonesia. Data were processed and analyzed using SPSS and AMOS using Structural Equation Modeling (SEM).

Arabic Spam Tweets Classification: A Comprehensive Machine Learning Approach

Nowadays, one of the most common problems faced by Twitter (also known as X) users, including individuals as well as organizations, is dealing with spam tweets. The problem continues to proliferate due to the increasing popularity and number of users of social media platforms. Due to this overwhelming interest, spammers can post texts, images, and videos containing suspicious links that can be used to spread viruses, rumors, negative marketing, and sarcasm, and potentially hack the user’s information. Spam detection is among the hottest research areas in natural language processing (NLP) and cybersecurity. Several studies have been conducted in this regard, but they mainly focus on the English language. However, Arabic tweet spam detection still has a long way to go, especially emphasizing the diverse dialects other than modern standard Arabic (MSA), since, in the tweets, the standard dialect is seldom used. The situation demands an automated, robust, and efficient Arabic spam tweet detection approach. To address the issue, in this research, various machine learning and deep learning models have been investigated to detect spam tweets in Arabic, including Random Forest (RF), Support Vector Machine (SVM), Naive Bayes (NB) and Long-Short Term Memory (LSTM). In this regard, we have focused on the words as well as the meaning of the tweet text. Upon several experiments, the proposed models have produced promising results in contrast to the previous approaches for the same and diverse datasets. The results showed that the RF classifier achieved 96.78% and the LSTM classifier achieved 94.56%, followed by the SVM classifier that achieved 82% accuracy. Further, in terms of F1-score, there is an improvement of 21.38%, 19.16% and 5.2% using RF, LSTM and SVM classifiers compared to the schemes with same dataset.

Segmenting social media users in international tourism: Insights integrated from multi‐homing theory and international visitor survey data

AbstractThis study utilizes multi‐homing theory to assess international travelers' usage of social media platforms, revealing insights into their gender, country of origin, generation cohorts, and travel purposes. These insights can guide the development of effective social media marketing strategies for national destination management organizations (DMOs). Data from South Korea's 2019 International Visitor Survey (with 12,194 participants) was analyzed using chi‐square and correspondence analysis techniques. The results revealed distinctive preferences of international visitors among generational cohorts with different travel purposes across 19 countries in the usage of online travel communities, social network platforms, video‐sharing platforms, and travel blogs. Understanding the dynamics of social media platforms helps national DMOs enhance their social media marketing strategies for international visitors, based on the multi‐sided platform usage paradigm. Nevertheless, acknowledging the study's limitations points towards potential avenues for future research.

Exploring Social Media Use Among Young Adults for Health Information Acquisition

The purpose of this study is to investigate the usage of social media platforms to obtain health-related information among young adults in Pakistan. Considering the increasing reliance on digital sources for health-related inquiries, especially among the youth, this study aims to examine the prevalence and impact of social media in this context within the context of Pakistani culture. People get to connect more and learn about their issues and health. A survey is conducted to study aims to identify factors that young adults' engagement with social media health information and their beliefs of the credibility and trustworthiness of such sources. By shedding light on these dynamics, the findings of this study can help develop targeted interventions and educational initiatives aimed at promoting healthy reading and responsible online behaviour among Pakistani youth. A survey is scheduled in four universities based in Rawalpindi and Islamabad. The departments of social sciences, IT, Public Health, Psychology and Media Sciences. 300 Students are reached out to get the objectives done. The knowledge gained from this study is well-positioned to guide focused interventions and educational initiatives meant to cultivate in Pakistani youth a culture of responsible online engagement and informed decision-making. This research has identified the underlying motives and behaviours that are connected with online health-seeking practices, and it has determined the influences on engagement with health content on social media and appraised opinions about the validity and dependability of such sources. The study has resulted in some significant findings that could be used for us to design programs and interventions that would guide young Pakistanis on how they can embrace technology responsibly while keeping themselves secure while online.

Social Media and Sustainable Learning: Exploring Students’ Perspective

Aim of the Study: The revolution that is brought by the information and communication technology has made information beyond the borders which is easily accessible digitally around the world. This innovation has also affected educational services, where course contents and materials can be transferred rapidly and accurately through the mode of e-learning and social media is one of the important tools in this digital phenomenon. The aim of the current study is to investigate the usage of social media in academic processes and educational learning. Three research questions and two hypotheses, based on objectives to explore students’ perspective on social media platforms for learning were answered empirically. Methodology: The study has been administered through a survey questionnaire from the sample of 369 students of Karakorum International University, Gilgit. After data collection, the responses were then entered and analyzed i.e. Frequencies, Percentages, and Correlation via SPSS V.20. Findings: The results of this study showed that students use social media platforms more for educational and information purposes than entertainment, socializing and leisure. Students see social media platforms as a secondary resource for learning and they use it for doing home assignments, accessing course related material. The correlation analyses were found statistically significant that supports the hypothesis made. Conclusion: It is concluded from the study that students are frequent users of social media platforms and had constructive opinions regarding social media usage in education. They feel that social media platforms are great source of learning and helpful in educational processes.

The Analysis of Content-type Short Video Platform TikToks Marketing Strategies in China

TikTok is one of the most popular apps. Users of social media platforms around the world can create short videos and interact with each other. TikTok has changed the way people consume and has also influenced the marketing methods of enterprises. This paper aims to discuss and analyze the marketing strategies of TikTok, mainly focusing on the marketing cases of TikTok in the Chinese market, and provide marketing strategy suggestions for enterprises to better carry out brand promotion. TikTok is particularly popular among millennials because of the diversity and innovation of its video content. Short video advertising is an innovative strategy widely adopted by marketers. Businesses use TikTok as a platform to advertise and sell their products. With its high-quality content and huge number of fans, the TikTok short video platform has become the main front for enterprises to carry out marketing activities. Through big data algorithm recommendation technology and audience dissemination, it has obtained certain brand exposure and established a good brand effect. TikTok offers a number of marketing activities for businesses, such as content marketing and influencer marketing. Finally, the study evaluates advertising and suggests possible improvements and actionable recommendations, including improving the quality and authenticity of advertising to build a stronger relationship with consumers.

Exploring the Influence of Social Media on Hotel Patronage in Cape Coast: An Empirical Study

In Ghana, a huge gap exists in the literature on how social media influences the patronage of hotels especially in Cape Coast. The study sought to determine how social media contributes to the patronage of hotels in the Cape Coast metropolis. The study employed both quantitative and descriptive statistics in the data analysis. The study considered 5 hotels and 65 respondents from the study area. Convenience sampling techniques were used to select 65 respondents from the population. Questionnaires were the key data collection methods used in the study. The results revealed that social media influences hotel patronage. It was evident from the study that social media influences the patronage of hotels in the sense that most people are now very active on social media where they turn to seek information especially when they are away from home and need a place to sleep. Among the media platforms considered, Facebook was found to be the most used social media platform used by guest when searching for hotels. It was concluded that social media has made it easier to access information about products and services and prospective customers get to go through reviews by other customers which helps in decision making. Also, social media helps increase the profit margins of the hotel which is an indication that social media is widely utilised by guests of the hotel. It is recommended that hotels should devote much time and resources to the usage of social media platforms to increase brand awareness of their products and services. Again, further study should be conducted into factors that influence guest choices of a peculiar hotel.

La evolución prospectiva de las redes sociales desde la perspectiva de la neurofenomenología

The purpose of the present article is to identify neurophenomenological aspects that influence the future development of social networks and to develop a corresponding concept of regulatory policy. The following methods are used in the article: collection and analysis of information, modeling of a conditional social network, systematization and separation of neurophenomenological factors, determination of functional dependencies, development of analytical conclusions and proposals. It was established that instigators and a favorable environment of social networks form prerequisites for the spread of negative information campaigns (conditional attacks). At the same time, it is mathematically proven that with minimal development of resistance to information attacks among users of social media platforms, the potential for stabilizing the information environment of social networks and promoting sustainable advancement of natural society was determined. Based on the research results, it was determined that fostering critical thinking skills, maintaining information stability, and practicing sound personal digital hygiene among users are key factors in upholding the overall stability of social networks. Additionally, these practices promote sustainable development of a psychologically healthy community. Additional investigations are focused on elaborating the notion of regulatory policy to facilitate the prospective advancement of social networks.

Empowering engagement: unveiling motivational drivers for social media adoption: a Facebook case study

IntroductionSocial networking websites and applications are increasingly becoming significant cultural phenomena. However, the motivation driving individuals to utilize these platforms, particularly in the Middle East, remains unclear. While numerous studies have explored technology adoption, limited research has investigated social media usage in the UAE. Therefore, this study proposes and empirically analyzes a framework based on a modified version of the Technology Acceptance Model to understand the factors influencing users’ opinions, objectives, and actual usage of social media platforms, focusing on Facebook.MethodsTo investigate these factors, we employed structural equation modeling and smart PLS techniques on a sample of 540 participants. We aimed to identify predictors such as perceived usefulness, perceived ease of use, as well as a hedonic dimension encompassing perceived enjoyment, curiosity, and perceived connectedness, in shaping users’ attitudes towards Facebook usage. Additionally, we examined the relationship between social presence and users’ intentions to use Facebook.ResultsOur analysis revealed that perceived usefulness and perceived ease of use are significant predictors of users’ attitudes towards utilizing Facebook. Furthermore, the hedonic dimension, comprising perceived enjoyment, curiosity, and perceived connectedness, also plays a crucial role in shaping users’ attitudes. Moreover, social presence was found to have a significant association with users’ intentions to use Facebook.DiscussionThese findings contribute to our understanding of the factors influencing the adoption and usage of social media platforms, particularly in the context of the UAE. By highlighting the importance of both utilitarian and hedonic aspects, this research provides insights into the complex motivations behind individuals’ acceptance of dynamic applications like Facebook. Furthermore, our empirical model lays the groundwork for exploring additional factors that may influence the uptake of information systems and social media utilities, thereby advancing attitude-behavior theories in this domain.