Effects Of Social Media Research Articles

Analisis Tren Viral Di Tiktok Sebagai Sarana Promosi Viva Cosmetics

This study aims to analyze the role of viral trends on TikTok as a promotional tool for Viva Cosmetics. The background of this research is based on the rapid growth of TikTok as an effective social media platform for marketing products through creative and viral content. TikTok serves as a medium that enables brands to interact directly with audiences through engaging and informative short videos. The research method used is a qualitative approach with data collection techniques in the form of observation and in-depth interviews with Viva Cosmetics' internal parties and active TikTok consumers. The results show that leveraging viral trends, producing engaging content, and collaborating with relevant creators play significant roles in increasing brand awareness and product sales. The use of popular hashtags and trending challenges has also proven effective in capturing audience attention and driving purchase decisions. Additionally, consumer trust is further enhanced through authentic product reviews from TikTok creators. These findings demonstrate that marketing strategies based on viral trends on TikTok can strengthen brand image, increase consumer loyalty, and positively impact Viva Cosmetics' sales performance.

Antecedents and consequences of social media use in sales: a meta-analysis

Antecedents and consequences of social media use in sales: a meta-analysis

Digital Marketing Strategies and Consumer Behaviour: Insights into Online Purchase Intention for Halal Cosmetics in Malaysia

This study examines digital marketing strategies and consumer behaviour, focusing on online purchase intention for halal cosmetics in Malaysia as purchasing shifts from physical stores to online platforms post-COVID. It introduces a novel framework investigating the direct and indirect effects of social media engagement, halal brand awareness, and halal brand quality on online purchase intention, with attitude as a mediating factor, based on the Theory of Planned Behavior (TPB). An online survey was conducted in 2024 among 268 Muslim females aged 18 to 26 (Gen Z) using 5-point Likert scale questions and convenience random sampling, with data analysed through partial least squares structural equation modelling (PLS-SEM). Findings reveal that social media engagement, halal brand awareness, and halal brand quality significantly influence online purchase intention, with attitude as a crucial mediator in these relationships. These results highlight the importance of fostering positive consumer attitudes through effective social media engagement, strong halal branding, and an emphasis on product quality. Future research could expand the framework to include older demographics, additional regions, and moderating factors like income level, education, and electronic word-of-mouth (eWOM) to provide deeper insights into online purchasing behaviours for halal cosmetics.

Health-Related Advertising: Leveraging Virtual and Human Influencers to Encourage Health Behaviors

Previous studies have explored the importance of health-related advertising; however, effective social media advertising strategies for promoting health behaviors remain poorly understood. Grounded in construal level theory, the current study examines the impact of influencer types (virtual vs. human) on health behavior types (illness prevention vs. illness detection). The results indicate that pairing virtual (human) influencers with illness prevention (illness detection) enhances the effectiveness of health promotion (Studies 1 and 2). This effect is driven by increased self-efficacy and reduced fear. Specifically, in the condition of illness prevention, virtual influencers are found to be more effective in increasing individuals’ self-efficacy and, consequently, help-seeking intention. However, in the illness-detection condition, human influencers proved to be more successful in reducing fear, which subsequently improved help-seeking intention (Study 3). This study enriches the literature on health-related advertising, influencer marketing, and construal level theory, offering governments, health organizations, and enterprises valuable guidance on using virtual influencers for successful health-related advertising.

The impact of platform affordance on the representation of iconic architecture: a case study of Markthal across visual social media

PurposeThis paper explores how platforms shape the representation of iconic architecture across visual social media platforms, particularly how their unique features and affordances impact these representations.Design/methodology/approachThis paper develops an integrated framework connecting iconic architecture representation, platform affordance and triadic spatial theory. Taking Rotterdam’s Markthal as a case study and collecting multimodal data from TikTok, Instagram and Google Maps, the paper uses a mixed-methods approach that integrates content analysis with qualitative coding and quantitative image/video label detection and image clustering.FindingsTikTok is more associated with enriching lived space by enabling users to share vibrant, personal experiences and activities. Instagram influences perceived space more by shaping how users view and experience the physical environment through curated visual content. Meanwhile, Google Maps effectively shapes conceived and perceived space by users’ feedback of place ratings and reviews.Research limitations/implicationsUnderstanding how platform affordances influence the representation of iconic architecture helps designers and researchers generate design strategies and guides marketers in strategically selecting effective social media platforms for architecture promotion.Originality/valueThis research addresses the gap in understanding the impact of platform affordances on social media representations, especially through comparisons across multiple visual social media platforms. Its novel contribution is introducing the concept of affordance from media studies to architecture and urban studies while enhancing traditional text analysis with computational methods for analysing videos and images.

Elevating Customer Brand Advocacy Through Owned Social Media Content

This study examines the relationship between personal values embedded in brand-owned social media (OSM) messages and customer brand advocacy (CBA) using text mining data of tweets from Fortune 500 companies. We employ an economics approach to examine how personal values influence CBA across service and manufacturing brands. Our findings reveal that self-enhancement and conservation values significantly boost CBA, while self-transcendence and openness to change are less impactful. Furthermore, this study highlights that conservation values are more effective for manufacturing brands, whereas self-enhancement, self-transcendence, and openness to change drive higher CBA in service brands. This study contributes to the literature on social media marketing by providing actionable insights for brand managers, demonstrating that aligning OSM content with personal values can enhance CBA. This study offers a nuanced understanding of how personal values and industry characteristics intersect to influence consumer behavior, helping brands craft more effective and resonant social media strategies.

STRATEGI EFEKTIF DALAM MENINGKATKAN PENJUALAN MELALUI SOSIAL MEDIA DI ERA DIGITAL

This study examines effective strategies in increasing sales through social media in the digital era. With the increasing use of social media platforms, businesses need to adopt innovative approaches to reach a wider audience. This study uses qualitative methods to explore various social marketing techniques that can increase sales engagement and conversion. The results show that building credibility, quality content, active interaction, and collaboration with influencers are key factors in achieving sales goals. The development of digital technology has changed the way companies market their products and services. Social media has become an important platform in reaching consumers more closely, and has the potential to increase sales significantly. This article discusses effective social media marketing strategies in increasing sales such as developing interesting content, utilizing influencers, using paid advertising and fast customer interaction and service that are often encountered in social media marketing strategies and how to utilize data analytics to support marketing decisions.

Analysis of Digital Marketing Strategies of Fenty Beauty

This case study explores the digital marketing approach of Fenty Beauty, a cosmetics brand founded by globally renowned singer and entrepreneur Rihanna in 2017. Through a qualitative methodology, the study delves into Fenty Beautys digital strategy by employing contemporary marketing frameworks and conducting a SWOT analysis. The primary goal of the research is to uncover key insights into Fenty Beautys digital success while offering evidence-based recommendations for future growth in the increasingly competitive beauty industry. The findings reveal that Fenty Beautys strengths are rooted in its distinctive and inclusive brand identity, highly effective social media engagement, and strategic use of influencer partnerships. However, there are opportunities for the brand to enhance its digital presence further by focusing on personalized customer experiences and optimizing search engine visibility, which could drive even greater engagement and sales growth.

The Impact of Labeling Effect and Social Media Marketing on Consumer Purchasing Decisions and Loyalty at Super Indo Supermarket Malang

Purpose: To analyze in depth the impact of labeling effect on purchasing decisions and its implications on consumer loyalty, analyze in depth the impact of social media marketing on purchasing decisions and its implications on consumer loyalty, and analyze in depth the impact of purchasing decisions on consumer loyalty at Super Indo Supermarket Malang, to be able to solve problems related to the National Research Master Plan (RIRN) on the theme of economics and human resources with the focus areas of PRN Social Humanities, Education, Arts, and Culture on the topics of entrepreneurship, cooperatives and MSMEs.Design/Methodology/Approach: The study was conducted on 200 respondents who were met directly at Super Indo Supermarket Malang, while the research respondents were selected by accidental sampling. The collected data were then analyzed using the Structural. Equation Modeling - Partial Least Square (SEM-PLS) method. Where the data obtained from the distribution of questionnaires will be analyzed by looking at and considering the results of the outer model, inner model, and examination of the mediation model.Findings: The results of the study show that the labeling effect has a significant influence on consumer purchasing decisions and loyalty. While on the other hand, social media marketing also influences consumer purchasing decisions and loyalty. There is a mediating role of the purchasing decision variable that connects the labeling effect variable and Social Media Marketing to Loyalty.

"Doctor, I Want to Be Like This!": Exploring Global Beauty Body Standards Through a Multicenter Survey.

Plastic surgery aims to enhance patients' positive features and improve perceived flaws without seeking complete transformation. The body is a living organism, not a sculptural object to be reshaped at will. Aesthetic standards are influenced by subjective factors, including technology and social media's effect on self-perception and beauty ideals. Understanding body perception requires consideration of personal views, mirror reflections, and external perspectives. We analyzed data from more than 4000 patients to obtain objective insights into contemporary aesthetic preferences. We examined the influence of globalization on beauty standards, the relationship between physical activity and desired body definitions, and regional preferences for specific body shapes. In addition, we assessed how patients' aesthetic preferences are shaped more by the surgical centers they choose than by their nationality. Our findings indicate that globalization has diversified perceptions of beauty, highlighting personal and cultural differences. We noted a significant correlation between patients' aesthetic preferences and the surgical center, reflecting the impact of medical tourism and social media on shaping beauty ideals. As patient opportunities expand, the remote management of complex procedures necessitates skilled surgeons to ensure safe and effective care. Our experience provides valuable data on current patient preferences, essential for adapting practices in the evolving landscape of plastic surgery.

The Influence of Social Media Use on Females’ Body Anxiety

This research considers the impact of social networking sites on ascertaining the level of body image dissatisfaction among women of different ages. In many ways, social media adds to such standards through features such as selected posts, filters, and editing tools that have resulted in heightened body anxiety in women. Some of the studies reveal profound disparities between the types of body anxiety that adolescents, young adults, and middle-aged women undergo. It outlines factors like social comparison, self-discrepancy, and the effects of beauty standards set by influencers. The report also urges further research into the psychological mechanisms that underlie social media’s negative effects on body image dissatisfaction as well as the most effective preventative measures, including legislation, education, and social media content modification. In doing so, the study hopes to fill gaps in knowledge, promote informed interventions to prevent body dissatisfaction, and support women’s psychological health in the context of social media use.

Analysis of the Influence of Social Media Marketing on Purchase Intentions in @_Florie Products

This study investigates the impact of social media marketing on consumer purchase intention for the Instagram-based florist business, @_Florie. The research aims to understand the relationship between social media marketing strategies and purchase intention among Instagram users. The population consists of Instagram users who follow @_Florie, and the sampling technique used is purposive sampling. Data collection was conducted through questionnaires and observations. Quantitative methods were employed to analyze the data, including validity, reliability, simultaneous testing, and partial testing. Key findings indicate that dimensions such as entertainment, customization, electronic word-of-mouth (EWOM), interaction, and trendiness significantly influence purchase intention. The study concludes that effective social media marketing strategies can enhance consumer engagement and drive purchase intentions for online businesses.

The Power of Social Media: Exploring its Role in Consumer Purchase Decisions

In the digital age, the influence of social media on consumer purchase decisions is continuously growing. This study utilizes a literature review, case studies, data mining, and content analysis methods to explore how social media marketing strategies shape consumer decision-making. The study finds that social media marketing can significantly enhance consumer purchase intention, emphasizing the need for brands to develop effective social media strategies to attract and retain consumers. This conclusion is of great significance to both academia and practice, providing data-supported marketing insights for brands.

Social Media as a Tool for Fundraising: Analysing the Strategies of Indian Non-Profits During Covid-19

This research examines the transformative role of social media in non-profit organisations fundraising strategies during crises, focusing on Indian NGOs' digital adaptation during the COVID-19 pandemic. Through a detailed examination of two prominent Indian non-profits—The Akshaya Patra Foundation and Give India—this research employs content analysis and explanatory case study methods to analyze the effectiveness of social media in fundraising efforts. The study examines how these organizations adapted their digital communication strategies to engage stakeholders, raise awareness, and generate funds through crowd funding initiatives during the pandemic. The research methodology combines quantitative content analysis of social media campaigns with qualitative assessment of stakeholder engagement patterns to validate how social media content supports fundraising efforts during crisis periods. The findings reveal significant patterns in how successful non-profits leverage social media for crisis fundraising, demonstrating the crucial role of strategic digital communication in mobilizing resources for humanitarian causes. Based on these insights, the research proposes a comprehensive social model paradigm for non-profit organizations, providing practical frameworks for implementing effective social media campaign strategies. This study contributes to the growing body of knowledge on digital communication in the non-profit sector, offering valuable insights for organizations seeking to enhance their social media presence and fundraising capabilities during crisis situations.

Research on the Impact of CHAGEE's Social Media Marketing Strategies on Chinese High School Students' Purchase Intentions

Through its healthy tea drinks, unique brand culture, and effective social media marketing, CHAGEE has successfully attracted many young consumers, rapidly expanding in the market and establishing a strong brand influence. This study explores how CHAGEE enhances high school consumers' purchase intentions through new media marketing, beverage taste, and packaging design, product visual appeal and brand image, collaboration with KOLs, and brand partnerships. In order to ensure the representability of the data, the author set several multiple-choice questions on the program, and then published the online survey on the Chinese platform Little Red Book for two weeks, collecting some data from high school students in various regions of China. The survey shows that consumers mainly learn about CHAGEE through TikTok and word-of-mouth, and choose to purchase because of its taste and appearance. The visual appeal of the brand and the brand image are also very important. It is also suggested to collaborate with KOLs or launch co-branded limited editions to enhance social media marketing effectiveness.

A framework to nurturing digital entrepreneurs: Demystifying critical factors that influence tech-driven business behavior

Technology and the internet have altered business activities by enabling organizations to reach customers, develop markets, enhance profitability, and raise brand awareness. With 167 million social media users, Indonesia’s internet economy provides numerous entrepreneurial possibilities; however, just 0.43% of entrepreneurs are technology-based. This demonstrates the need for digital entrepreneurship education and effective social media use, particularly among tech-savvy college students. The present study aims to examine the effects of social media utilization, digital entrepreneurship education, and attitude toward digital business on the technology-based entrepreneurial behavior of Indonesian university students, using the frameworks of the unified theory of acceptance and use of technology and the theory of planned behavior. This study employs quantitative research using a non-probability sampling method with a judgmental technique, focusing on 391 university students engaged in entrepreneurial activities using social media. The study employed SmartPLS to analyze the research data. The results indicate that social influence, work and performance expectations, and attitude toward digital entrepreneurship positively influence the use of social media for technology-based entrepreneurial activities. Moreover, the paper unveiled that the provision of digital entrepreneurship education and the utilization of social media for commercial purposes had a beneficial influence on behavior that is predisposed toward technology. The present study demonstrates that the adoption of social media functions as a mediator in the association between digital entrepreneurship education and the adoption of social media, therefore exerting an impact on technology-based entrepreneurial behavior. AcknowledgmentsThe research team would like to thank the Ministry of Education, Research and Technology of the Republic of Indonesia for providing funding for the research program based on Decree number 0667/E5/AL.04/2024 with university internal decree number: 0038-RD-LPPM-UMN/P-HD/VI/2024, and Universitas Multimedia Nusantara for supporting the implementation of this investigation.

#COVIDSOS: health support during the second wave of COVID-19 in India

ABSTRACT This study examines the role of Twitter 1 (now X) in facilitating health support during India’s second wave of COVID-19. Drawing from the theoretical framework of social support in computer-mediated contexts, it employs a close reading of 1,478 downloaded tweets (now X posts) from March 2021 to December 2021, associated with the hashtag #COVIDSOS. In doing so, the study analyses the health support provided via computer-mediated communication through the following four support categories – informational, emotional, esteem, and network support. Textual analysis of the tweets found that Indians used the hashtag #COVIDSOS on Twitter as a powerful tool to amplify distress calls about medical assistance within and through their online networks, and exchanged information, enabling individuals to receive help effectively. This study contributes to the broader literature on effective social media use during crises by offering a contextual understanding of the second-wave COVID-19 crisis in India through an affective lens.

How an effective and comprehensive social media strategy can help reach relevant audiences: Looking at your social media strategy as a four-course meal

This paper analyses the importance of having a comprehensive social media strategy. It presents specific steps and advice to help the reader successfully conduct a gap analysis and a social media audit for any organisation (profit or nonprofit), and provides carefully curated pointers on how to create a brand toolkit. In addition, special emphasis is given to certain other social media documents that can aid organisations in their efforts to reach not just their audience but also succeed in other ambits. Finally, examples specific to the author’s organisation will be provided in order to help the reader understand how to apply the discussed concepts to their own organisation.

Fashion influencers’ credibility on Instagram: the stimulus–organism–response (SOR) perspective

ABSTRACT Fashion brands’ campaigns on social media typically rely on official brands’ accounts and influencers’ accounts. Drawing on S-O-R model, the current study examined how source credibility (expertise, trustworthiness, and similarity) and parasocial relationship influence marketing effectiveness of social media influencers. To test hypotheses, this study collected 232 samples and applied survey method to address the impact of marketing effectiveness on expertise, trustworthiness, and similarity of social media influencers. The findings indicated that influencers with high credibility were found to be positively related to advertising attitude and self-brand connection, which may be more effective in marketing effectiveness than those with low source credibility. Additionally, parasocial relationships were found to moderate the effect of influencers’ credibility on self-brand connection, but not on advertising attitude. Overall, this research investigated the efficacy of fashion Instagram influencers in marketing by considering the factors of source credibility and parasocial relationship. Incorporating these dimensions can lead to more accurate predictions of consumer behavior and improved strategies for fashion brand management. The findings provide practical implications for fashion brands in selecting appropriate influencers and developing effective social media marketing strategies, particularly in understanding how influencer credibility affects consumer behavior.

The Role of Generative AI in Shaping Human Rights and Gender Equity: A Critical Analysis

This research aims to explore the dual role of generative AI technology in supporting human rights activism and gender equality. The primary issue addressed is how AI can empower individuals and organizations in advocating for human rights, while also posing risks such as the spread of misinformation and the perpetuation of bias. The methods used include case study analysis and literature review to understand the impact of AI in social and political contexts. The urgency of this research lies in the pressing need to develop ethical frameworks that safeguard human rights amid rapid technological advancements. The novelty of this study stems from its interdisciplinary approach, combining technology, human rights, and gender equality, while highlighting the philosophical and ethical challenges that arise alongside AI development. The findings of the research indicate that AI holds significant potential to enhance the visibility of human rights issues through more effective social media campaigns and compelling data presentation. However, the study also identifies substantial risks, including information manipulation and biases that could harm certain groups. The conclusion emphasizes the importance of creating strategies that maximize the benefits of AI while minimizing its risks. Thus, this research contributes to efforts to create an AI-driven future that not only supports human rights but also promotes gender equality, and it encourages further discussions about the boundaries between humans and machines in the context of these rights.