Social Strategies Research Articles

Navigating Foreign Language Teaching Anxiety: Insights from Pre-Service Teachers during Teacher Professional Education Practicum

This study focuses on the experiences of pre-service teachers that may trigger anxiety and delve into the potential benefits and effectiveness of FLTA in enhancing language acquisition and proficiency. By conducting in-depth studies and investigations on this topic, researchers look at the impact of FLTA. They can better understand how FLTA can optimize their problem-solving skills to facilitate language learning and provide valuable insight for language education, especially in EFL classrooms. This study used a narrative strategy to investigate the pre-service EFL teachers' experiences with teaching foreign language anxiety during their teaching practice while enrolled in the Teacher Profession Education Program. The subjects of this study were 3 English pre-service teachers who had completed teaching practice in junior and senior high schools during a professional teaching program in the city of Solo and its surroundings, Central Java, Indonesia. As a result of this study, several sources contributed to participants' experience of teaching foreign language anxiety, such as self-perception of language proficiency, leading inexperience, lack of student interest, fear of negative evaluation, and lack of time and class management. Participants in the teaching practicum also attempt to confront and overcome their worries; the strategies are personal coping strategies, professional coping strategies, social coping strategies, and institutional coping strategies. Although the participants experienced some anxiety while teaching practicum, they overcame it through various strategies. So, leading practicum activities from one meeting to the following allowed participants to develop their abilities and overcome their concerns about teaching in the EFL classroom.

An empirical analysis of the impacts of live chat social interactions in live streaming commerce: A topic modeling approach

The popularity of live streaming is driving the emergence of a new business model, known as live streaming commerce (LSC). The live chat service serves as a key indicator of viewer engagement in LSC shows, differentiating LSC significantly from traditional e-commerce. In this paper, we collect a rich live streaming dataset and identify two categories of social interactions behind live chat: transaction-oriented and relationship-oriented. Broadcasters and viewers in the transaction-oriented category focus on products and transactions and tend to communicate with non-emotional words in live chats. In contrast, broadcasters and viewers might treat each other as friends and are more likely to post emotional words in the relationship-oriented category. Our econometric model shows a curvilinear association between relationship-oriented social interactions and viewer purchase behaviors. The empirical analysis indicates that to achieve higher sales, LSC broadcasters should make relationship-oriented social interactions in live chat account for 58.64% of the probabilities. We discuss the implications of heterogeneous social interaction strategies across different broadcasters.

Labour market gender gaps and childcare policies in countries with different social investment strategies

AbstractWe study the role of formal and informal childcare within the ECEC policies for gender employment and pay gaps, considering the life course stages distinctive for childcare tasks. The ECEC policies are framed within the types of social investment strategies identified in the EU countries to picture developments in social investments after 2005. The aggregated EU‐SILC data from 2005 to 2019 for 27 European countries have been used in the panel regression models to uncover how the caring arrangements influence labour market gendered outcomes of women at different ages (15–24, 25–49, 50–65). We find that better provision and use of early education and childcare not only contribute to early investment in human capital but it also facilitates mothers' employment and thus contributes to lowering gender employment and pay gaps. However, better coverage of care for children older than 3 years old results in negative employment effects for grandmothers. These effects vary also across countries, depending on their overall institutional setting depicted by the types of social investment strategies distinguished. Consequently, the ECEC agenda should be extended by addressing the employment of women at the pre‐retirement age. It is crucial not only for reducing gender gap in employment and pay but also in the light of challenges generated by demographic developments—the labour force shrinking and the population ageing processes.

Can proactive support prevent unscheduled care? A controlled observational retrospective cohort study in cancer patients in Scotland

IntroductionPreventative spend is a global health and social care strategy. Improving Cancer Journeys (ICJ) is a proactive, holistic, multidisciplinary project consistent with this agenda, currently being rolled out across Scotland and parts of UK. ICJ helps people with cancer access whatever support they need to mitigate their most pressing concerns. This study hypothesised that ICJ service users should subsequently use less unscheduled care than matched cohorts not using ICJ.MethodsRetrospective observational cohort study using linked national datasets. N = 1,214 ICJ users in Glasgow were matched for age, sex, deprivation, cancer type, stage, and diagnosis year to two control groups: 1. Cancer patients from Glasgow before ICJ (pre-2014), 2. Cancer patients from rest of Scotland during study period (2014–2018). Cancer registrations were linked for 12-month baseline and study periods to: NHS24 calls, A&E admissions, inpatient hospital admissions, unscheduled care, number & cost of psychotropic prescriptions. Per-person mean service uses were compared between groups.ResultsThere was a significant increase in NHS24 calls in the ICJ group (0.36 per person vs. -0.03 or 0.35), more and longer A&E attendances in ICJ (0.37 per person vs. 0.19 or 0.26; 2.19 h per person vs. 0.81–0.92 h), more and longer hospital admissions in ICJ (4.25 vs. 2.59 or 2.53; 12.05 days vs. 8.37 or 8.64), more care pathways involving more steps in ICJ (0.77 spells vs. 0.39 or 0.57; 1.88 steps vs. 1.56 or 1.21), more psychotropic drug prescriptions and higher costs in ICJ (1.88 prescription vs. 1.56 or 1.21; £9.51 vs. £9.57 or £6.95) in comparison to both control groups.DiscussionICJ users sourced significantly more unscheduled care than matched cohorts. These findings were consistent with much of the comparable literature examining the impact of non-health interventions on subsequent health spend. They also add to the growing evidence showing that ICJ reached its intended target, those with the greatest need. Together these findings raise the possibility that those choosing to use ICJ may also be self-identifying as a cohort of people more likely to use unscheduled care in future. This needs to be tested prospectively, because this understanding would be very helpful for health and social care planners in all countries where proactive holistic services exist.

A View on technology and controls for epidemic preparedness and the growth of COVID-19 disease in Saudi Arabia

This work emphasizes that the best chance of ending the pandemic lies in the Measures that can help us respond to these epidemic threats more effectively than before in the scope of protection from epidemic risks that we were not aware of before the outbreak of the disease, which is to benefit from the study of previous experiences. The work show the importance of technology about how to prepare for and handle any pandemic by discussing a successful case from the past. We examine Saudi Arabia's COVID-19 pandemic response experiences. We proposed a case evolution study from the southern region of Jazan to demonstrate the consequences of these techniques. Data on the daily Jazan COVID-19 infection curve collected from July 1st  to September 30th, 2020, was processed using multiple Python software modules, such as encoder-decoder LSTM, 1D-CNN, and Complex network analysis of time series to identify changes within the infection curve's structure. A Gaussian modeling study was performed to compare the data movement with the protection from epidemic risks computed by stratification based on the data group.The network analysis shows that hubs are stable while medium and low-degree nodes are unstable. Also, from the perspective of Gaussian modeling, the COVID-19 infection curve parts indicate that the pandemic in Saudi Arabia is about to peak and move into the second (declining) half of the bell-shaped distribution.Technology in many areas and internet access make Saudi Arabia's social separation strategies a pandemic-eradication success story

Social media content strategy for DMOs: examining linguistic style in times of crisis

ABSTRACT The COVID-19 outbreak has drastically impacted destination marketing organisations’ (DMOs) communication and consumer engagement on social media. The study examines consumer engagement during different stages of the COVID-19 pandemic (pre-COVID, lockdown, post-lockdown) based on the language used by DMOs in their social media communications. An analysis of 21,677 tweets recording 3.63 million impressions on 23 official Indian DMOs’ Twitter handles was undertaken. The Linguistic Inquiry and Word Count dictionary examined the tweets’ linguistic characteristics. Negative binomial regression was employed to test the hypotheses. Results show that 1) consumer engagement on Twitter, measured as likes and retweets, increased during lockdown; 2) the use of linguistic text features by DMOs has changed with the pandemic stages; and 3) while cognition significantly explained the changes in consumer engagement, positive emotion partially explained, and confidence failed to account for the changes. The findings provide operational guidance for DMOs on how to design social media content.

How does embracing an outdoor lifestyle and sense of responsibility impact plastic reduction efforts?

IntroductionPlastic pollution in coastal regions poses severe environmental challenges. This research aims to examine the impact of an individual's outdoor lifestyle and their perceptions of responsibility for litter management-specifically the roles of governments, businesses, non-governmental organizations (NGOs), Cornwall council, and volunteers-on their engagement in activities aimed at reducing plastic pollution.MethodsThe study surveyed 972 individuals in Cornwall, UK, to gather data on their perceptions and behaviors related to plastic reduction initiatives. The survey employed binomial logistic regression tests to analyse the relationship between respondents' views on responsibility for litter management and their participation in ten different plastic-reducing activities.ResultsThe analysis revealed that individuals' perceptions of who should be responsible for managing litter significantly influence their likelihood of participating in plastic reduction activities. Notably, respondents who viewed national governments, businesses, and volunteers as responsible were more likely to engage in outdoor plastic reduction efforts, such as beach clean-ups. In contrast, attributing responsibility to the Cornwall council and NGOs was negatively correlated with participation in some plastic-reducing activities.DiscussionThe findings suggest that perceptions of responsibility play a crucial role in motivating individuals to participate in plastic reduction efforts. The positive correlation between viewing certain entities (governments, businesses, and volunteers) as responsible and increased participation highlights the potential for targeted interventions. Recommendations for enhancing plastic reduction participation include governmental policy changes, collaboration with outdoor sports groups, and the implementation of community-focused social marketing strategies to foster a collective sense of responsibility and action.

Transformative social marketing and social innovation for sustainable development through participatory design with economically marginalized users

Purpose The study is positioned at the crossroads of transformative social marketing and social innovation literature through the lens of participatory design (PD). This exploratory study aims to explore how social enterprises in India engage economically marginalized people in transformative social marketing and innovation for sustainable development through PD. Design/methodology/approach The study includes a case study with a matched pairs analysis approach. The data analysis reports three themes depicting the role of PD in different stages of the social innovation process (codiscovery, codesign and scaling-up), the challenges faced in the process and the outcomes of the PD process. Findings The authors propose that social enterprises can act as sustainable development catalysts for more inclusive sustainable development through their proactive and creative uses of PD. Still, PD also has limitations for addressing the challenges stemming from marginalized contexts, which requires effective social marketing strategies to overcome. Originality/value The study contributes to the emerging dialogue on PD with marginalized users and widens the scope of studies on transformative social marketing and innovation. The findings also provide practical insights for PD practitioners on how designers can learn from diverse PD practices in the context of economically marginalized people.

Tax Evoidance Practices in Emerging Capital Market: The Effect of Environment, Social and Governance, Audit Quality and Company Risk

Purpose: The act of lawfully avoiding taxes by conforming to tax laws is known as tax avoidance. By taking advantage of gaps in the tax code, this activity was done to reduce the overall tax burden. The effects of corporate risk (CR), audit quality (QA), environment, social, and governance (ESG), and tax avoidance (TA) strategies are all examined in this study.   Methods: Companies in the consumer goods industry that are listed on the Indonesia Stock Exchange for the years 2017–2021 are the sample used in this study. There were sixty companies that were chosen as samples. A multiple regression analysis is performed to test hypotheses and data.   Results and Conclusion: The study's findings showed that partially ESG had a positive and significant influence on TA, AQ had a positive but not significant effect on TA, and CR had a negative but not significant effect on TA.   Research Implication: The results of the study give consideration to the tax authorities decision to pay attention to the ESC and AQ elements when determining the amount of tax that must be paid by taxpayers, especially companies in the consumer products sector, because these variables have a positive effect on TA.   Originality/Value: Particularly in the case of ESG, not many prior studies have employed these three factors to explain company tax avoidance behaviors.

Addressing Secondary Traumatic Stress in Pediatric Emergency Room Social Workers: A Toolkit for New Graduates

AbstractSecondary traumatic stress (STS), the emotional duress that results when an individual hears about the firsthand trauma experiences of another, is a significant concern for many social workers, particularly those in high-stress and trauma-exposed environments such as emergency rooms or psychiatric hospitals. Newly graduated social workers are especially susceptible to STS due to their limited experience and exposure to the emotional distress of clients. Yet, limited studies have focused on newly graduated social workers and STS. This study is twofold: (1) it attempts to provide insight into the experiences of pediatric emergency room social workers (PERSW) with STS, and (2) to explicate the utility of the findings in practical strategies to assist newly graduated and current social workers entering high-stressful work environments. A thematic analysis and semi-structured interviews were used with twenty-three pediatric emergency room social workers with at least one year of experience. The analysis revealed three themes: (1) the trauma of the job, (2) the effects of STS, and (3) coping strategies for STS. The findings underscore the need for a specialized toolkit for new graduates in pediatric emergency social work, offering resources and strategies tailored to the unique challenges of this field.

University social responsibility strategy: a case study

University social responsibility strategy: a case study

A POLYGLOT’S STRATEGIES IN LEARNING FOREIGN LANGUAGES: A CASE STUDY

Polyglots typically have specific learning strategies to learn new languages. This study aims to tap into the learning strategies employed by a female Indonesian who speaks six languages, namely Javanese, Minang, Malay, Indonesian, English, and Russian, and is currently learning three additional languages, namely French, Spanish, and Arabic. This case study used an interview to gain a deeper understanding of the learning strategies. The interview revealed that the participant used direct and indirect strategies in a balanced proportion. Further discussion also revealed that she used cognitive strategy and social strategy most frequently, i.e. in the form of practice and social interaction, respectively. The case study is expected to serve as a reference for language learners seeking to learn new languages.

Single-parent Adolescents’ Resilience and Psychological Well-being: The Role of Social Competence and Emotion Regulation

Background: Previous studies have shown that children and adolescents living with single parents are prone to behavioral and psychological difficulties and experience a poor sense of well-being. Also, the period of adolescence is critical for the development of an individual in multiple aspects; it is important to focus on their well-being and associated factors for a better transition into adulthood. Aims: This study aims to find the mediating role of social competence and emotion regulation on the relationship between resilience and psychological well-being among single-parent adolescents. Methods: This was a cross-sectional study. The study sample was 385 adolescents residing in Kerala (179 boys and 206 girls, mean age = 15.03, SD = 1.45). A total of 185 participants (48.1%) were from families that lost either of their parents to death, and the other 200 participants (51.9%) were from divorced or separated families. Self-reported measures for resilience, social competence, emotion regulation, and psychological well-being were used for data collection. Data were analysed using IBM SPSS and AMOS version 24. Results: The results showed that resilience, the prosocial behavior dimension of social competence, and the cognitive reappraisal dimension of emotion regulation indicate significant positive associations with the psychological well-being of adolescents living in single-parent families. The expressive suppression dimension of emotion regulation and the antisocial behavior dimension of social competence have a substantial negative connection with the psychological well-being of adolescents raised by single parents. The findings suggest that resilience directly predicts psychological well-being; prosocial behavior and cognitive reappraisal partially mediate the association of resilience and psychological well-being. Conclusion: According to our findings in this study, developing social competence skills and adaptive emotion regulation strategies can improve the psychological well-being of adolescents living with single parents. The results have multiple clinical, educational, and community implications.

Role of artificial intelligence in customer engagement: a systematic review and future research directions

Purpose The purpose of this study is to comprehend how AI aids marketers in engaging customers and generating value for the company by way of customer engagement (CE). CE is a popular area of research for scholars and practitioners. One area of research that could have far-reaching ramifications with regard to strengthening CE is artificial intelligence (AI). Consequently, it becomes extremely important to understand how AI is helping the marketer reach customers and create value for the firm via CE. Design/methodology/approach A detailed approach using both systematic review and bibliometric analysis was used. It involved identifying key research areas, the most influential authors, studies, journals, countries and organisations. Then, a comprehensive analysis of 50 papers was carried out in the four identified clusters through co-citation analysis. Furthermore, a content analysis of 42 articles for the past six years was also conducted. Findings Emerging themes explored through cluster analysis are CE concepts and value creation, social media strategies, big data innovation and significance of AI in tertiary industry. Identified themes for content analysis are CE conceptualisation, CE behaviour in social media, CE role in value co-creation and CE via AI. Research limitations/implications CE has emerged as a topic of great interest for marketers in recent years. With the rapid growth of digital media and the spread of social media, firms are now embarking on new online strategies to promote CE (Javornik and Mandelli, 2012). In this review, the authors have thoroughly assessed multiple facets of prior research papers focused on the utilisation of AI in the context of CE. The existing research papers highlighted that AI-powered chatbots and virtual assistants offer real-time interaction capabilities, swiftly addressing inquiries, delivering assistance and navigating customers through their experiences (Cheng and Jiang, 2022; Naqvi et al., 2023). This rapid and responsive engagement serves to enrich the customer’s overall interaction with the business. Consequently, this research can contribute to a comprehensive knowledge of how AI is assisting marketers to reach customers and create value for the firm via CE. This study also sheds light on both the attitudinal and behavioural aspects of CE on social media. While existing CE literature highlights the motivating factors driving engagement, the study underscores the significance of behavioural engagement in enhancing firm performance. It emphasises the need for researchers to understand the intricate dynamics of engagement in the context of hedonic products compared to utilitarian ones (Wongkitrungrueng and Assarut, 2020). CEs on social media assist firms in using their customers as advocates and value co-creators (Prahalad and Ramaswamy, 2004; Sawhney et al., 2005). A few of the CE themes are conceptual in nature; hence, there is an opportunity for scholarly research in CE to examine the ways in which AI-driven platforms can effectively gather customer insights. As per the prior relationship marketing studies, it is evident that building relationships reduces customer uncertainty (Barari et al., 2020). Therefore, by using data analysis, businesses can extract valuable insights into customer preferences and behaviour, equipping them to engage with customers more effectively. Practical implications The rapid growth of social media has enabled individuals to articulate their thoughts, opinions and emotions related to a brand, which creates a large amount of data for VCC. Meanwhile, AI has emerged as a radical way of providing value content to users. It expands on a broader concept of how software and algorithms work like human beings. Data collected from customer interactions are a major prerequisite for efficiently using AI for enhancing CE. AI not only reduces error rates but, at the same time, helps human beings in decision-making during complex situations. Owing to built-in algorithms that analyse large amounts of data, companies can inspect areas that require improvement in real time. Time and resources can also be saved by automating tasks contingent on customer responses and insights. AI enables the analysis of customer data to create highly personalised experiences. It can also forecast customer behaviour and trends, helping businesses anticipate needs and preferences. This enables proactive CE strategies, such as targeted offers or timely outreach. Furthermore, AI tools can analyse customer feedback and sentiment across various channels. This feedback can be used to make necessary improvements and address concerns promptly, ultimately fostering stronger customer relationships. AI can facilitate seamless engagement across multiple digital channels, ensuring that customers can interact with a brand through their preferred means, be it social media, email, or chat. Consequently, this research proposes that practitioners and companies can use analysis performed by AI-enabled systems on CEB, which can assist companies in exploring the extent to which each product influences CE. Understanding the importance of these attributes would assist companies in developing more memorable CE features. Originality/value This study examines how prominent CE and AI are in academic research on social media by identifying research gaps and future developments. This research provides an overview of CE research and will assist academicians, regulators and policymakers in identifying the important topics that require investigation.

Coping with Age-Related Vision Loss to Maintain Occupational Engagement: A Narrative Account

Introduction This narrative inquiry study aimed to explore older adults’ stories about how they have coped to maintain occupational engagement, despite living with age-related vision loss (ARVL). Methods Six older adults, ≥ 60 years of age with ARVL participated in three interviews each, which were analyzed using thematic analysis. Results Coping was grouped into three overarching themes namely psychological, social, and behavioral coping strategies. Conclusion Results from this study have identified how older adults with ARVL cope to maintain participation in occupations. Findings highlight the need for increased healthcare support, including occupational therapists, to help older adults aging with vision loss identify and integrate adaptive coping strategies to enhance their occupational lives.

The Influence of Social Media Marketing on Brand Equity: Evidence from the Fast-Food Industry in Brazil

Purpose: The aim of the study was to investigate the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India.
 Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
 Findings: The study investigates how social media marketing impacts brand equity in Brazil's fast-food industry. It finds a positive link between effective social media strategies and key brand equity measures like awareness, perceived quality, and loyalty. Brands with robust social media presence tend to enjoy greater visibility and are seen as offering higher quality. Furthermore, these efforts cultivate stronger consumer connections, potentially offering a competitive advantage.
 Unique Contribution to Theory, Practice and Policy: Social identity theory, consumer engagement theory & gratifications theory may be used to anchor future studies on the impact of digital marketing adoption on firm performance: a case study of small and medium enterprises in India. Fast-food brands should prioritize measurement and evaluation of social media marketing efforts to assess their impact on brand equity. Government agencies and regulatory bodies in Brazil should collaborate with industry stakeholders to develop guidelines and best practices for social media marketing in the fast-food industry.

RESILIÊNCIA PSICOLÓGICA DURANTE A PANDEMIA DE COVID-19

This bibliographic review addressed psychological resilience during the COVID-19 pandemic, aiming to analyze how individuals and communities coped and adapted to this unprecedented period of adversity. The methodology involved reviewing literature from academic databases, focusing on studies published from the beginning of the pandemic to the present. Results highlighted the significant impact of the pandemic on mental health, identifying anxiety, depression, and stress as common challenges. It was observed that psychological resilience, influenced by factors such as social support, coping strategies, and psychological interventions, played a crucial role in adapting to these challenges. Final considerations emphasized the importance of public policies and intervention strategies aimed at supporting psychological resilience, suggesting the need for integrated approaches that consider the various dimensions of mental health.

Restorative Parental Discipline and Types of Defending Bystander Intervention in Cyberbullying: The Mediate Role of Justice Sensitivity.

Parental socialization strategies are critical in explaining adolescents' online behavior. This study examined the relationships between parental restorative discipline, observed justice sensitivity, and cyber-bystander defender intervention (constructive and aggressive) in cyberbullying. The sample comprised 900 Mexican adolescents (40.2% male and 58.8% female), of which 450 were from secondary school (M age = 13.6, SD = 0.8) and 450 were from high school (M age = 15.4, SD = 1.3). Structural equation modeling with latent variables was performed. Overall, the results indicate that parental restorative discipline positively relates to the observer's justice sensitivity and the adoption of constructive interventions by cyber-bystander defenders. However, restorative discipline had no significant direct relationship with aggressive intervention. Observers' justice sensitivity mediates the association between restorative parenting discipline and aggressive or constructive defender interventions. Gender does not moderate the relationship proposed in the structural model. These findings suggest that parental restorative discipline explains constructive and aggressive cyber-bystander defender interventions in cyberbullying.

Why don't women engage in muscle strength exercise? An integrative review.

Women are 'at-risk' population for failing to meet muscle strengthening guidelines. Health benefits specific to this exercise mode include maintenance of muscle mass, which is associated with reduced risk of chronic disease and falls. Of significance is the progressive decline in muscle strength exercise participation in women aged 35-54 in Australia. This period is critical for maintaining muscle strength as it establishes foundations for older women's engagement. This integrative review examined available evidence regarding factors influencing muscle strength exercise participation, specifically in women aged 35-54. Seven databases were searched. Study inclusion criteria were: (1) peer reviewed, (2) English language, (3) sample populations of healthy female adults or general adult sample population differentiating females from males, (4) mean age between 35 and 54 years, (5) focused on muscle strength exercise and measured as the primary outcome factors of participation in muscle strength exercise. Five of 1895 studies met inclusion criteria. Five key factors were associated with participation in muscle strength exercise of women aged 35-54 years: perceived time constraints; knowledge and education; modality and intensity; social support and behavioural strategies. Focused education on strength exercise and guidelines, plus initiatives and strategies that suit the needs of this cohort, are necessary to achieve health and wellbeing benefits. Responsive approaches by health professionals to these women's circumstances can potentially address current low participation levels. SO WHAT?: Creating conditions where health professionals respect a woman's exercise preferences can positively impact these women's musculoskeletal health into older age.

A Study on the Effectiveness of Using Social Media for Organizational Reputation Management in the Telecommunications Industry in Zambia. A case of Zamtel

The aim of this study was to assess the effectiveness of social media usage for organizational reputation management. This study employed a descriptive quantitative research design with a population of 150 employees working at Zamtel's head office in Lusaka. A Yamane formula was used to randomly select a sample of 109 employees for data collection. The researcher designed a questionnaire for this purpose, and descriptive analysis was conducted using SPSS. The study revealed that 68% of respondents believe social media is effective in managing an organization's reputation in Zambia. Zamtel has been positively impacted by social media in the past years, particularly in increasing responsiveness to customer queries and enhancing brand image, highlighting the need for the organization to continue focusing on its online presence and implement strategies to manage its reputation. The most common types of social media strategies used for reputation management by Zamtel include building brand awareness and creating engaging content, mostly through Facebook. The research also revealed challenges faced by Zamtel in using social media for organization reputation management, with a lack of resources and poor message design being the most significant challenges. The study recommends, among other things, that by establishing a social media policy, monitoring online conversations, engaging with followers, creating shareable content, utilizing influencer marketing, and responding to negative feedback, businesses can build a positive reputation online and enhance their brand image.