Social Media Theory Research Articles

Book Review: Social Media Theory and Communications Practice by Whitney Lehmann

Book Review: <i>Social Media Theory and Communications Practice</i> by Whitney Lehmann

Activities on Using Social Media for Branding in E-Commerce

In the context of e-commerce, social media plays an important role in building a brand. This article presents the theory of social media and branding in e-commerce, emphasizing how businesses can optimize their communication strategies to enhance brand value. Specifically, the article analyzes methods such as search engine optimization (SEO), social media marketing, influencer marketing, and affiliate marketing. At the same time, to have a more objective view, the current situation of using communication in brand building in Vietnam is assessed through leading companies in the industry, in terms of their communication strategies, business results and market share. The article also points out the challenges and limitations that businesses face in applying social media. Finally, effective solutions are proposed to improve the ability to use communication to build brands in e-commerce in Vietnam. In general, the article not only provides an overview of theory and practice, but also proposes specific directions to help businesses develop sustainably in a fiercely competitive environment.

The role and accountability of the state as a news media owner in the contemporary media landscape

Drawing on critical capitalism theory and the social responsibility theory of media, this paper explores the role of the state as a news media owner in contemporary European media systems and the capitalist context. It focuses on accountability and the relationships between the state, state-owned media outlets, and the public. Academic research to date has predominantly examined public service media (PSM) and the dichotomy of private versus public media, thereby overlooking other models of state ownership. The lack of clear regulations on the state's accountability as a media owner outside PSM at the EU level, along with uncertainties in national regulatory frameworks (such as those seen in Slovenia, and the recent reinstatement of state ownership of media in Serbia) raise concerns about the potential for abuse of power. These issues are particularly relevant in the current context of illiberal and authoritarian tendencies within modern European capitalist societies.

Indigenous rights, social media and protest movements in Sápmi

AbstractFollowing the rush to minerals that would enable the shift towards green economies, the Sámi homeland is quickly becoming a crucible for the rising tensions surrounding the potential for new mining projects and large-scale infrastructure projects. The roots of these conflicts date back to the colonization of the north and continue in the present with the ongoing fight to maintain the Sámi heritage, language and culture, and increasingly to gain ownership of their lands. What initially began as activism within the legal system has, on occasions, transformed into outright protests. Social media increasingly plays a key role in disseminating the message of Indigenous protest among the protesters themselves and feeding into the national and international mainstream media. This shift occurs simultaneously with the construction of a dual narrative, constituted of both land-use protest and intensified demands for Indigenous rights, including, first and foremost, the right to self-determination. Drawing from Social media theory literature and the concepts of political opportunity structures (POS) and legal opportunity structures (LOS), this study argues that social media is one of the most essential tools used by Sámi activists to raise awareness about issue-based protests as well as to communicate demands for the right to self-determination when legal and political opportunity structures are not enough to support the cause. The power of social media lies in its accessibility, immediacy and visuality, which is illustrated in the article via specific examples of mining and railway construction protests in Finland and Sweden. Social media does not replace older tools, such as international human rights litigation, but their use can complement existing strategies for defending and advancing Indigenous rights.

Uc Esport Instagram Management

Marketing using the internet or electronic media has experienced a significant increase. The development of this technology is increasingly mushrooming because the internet makes it easier to search for information and communicate quickly and remotely. One of them is carrying out promotional activities on social media. The activity promoted on social media is UC Esports. UC Esport is one of the SMEs popular with many people because it plays MOBA games such as Mobile Legends, Valorant, PUBG, etc. UC Esport faces problems because fewer players are visiting UC Esport's Instagram to buy products and events. Therefore, researchers want to examine how UC Esport manages its Instagram account using social media theory and find out what UC Esport needs to improve in its Instagram account. This researcher used a quasi-qualitative research method. Data was collected using interview and documentation methods. The data is processed using the results of interviews, which are then transcribed, and all data is presented systematically. Then, the data will be validated using three triangulation data sources, which were collected from 3 sources in this research: managers, UC Esport followers, and UC Esport UKM leaders. After validation, researchers will conduct a reliability test. The reliability test used dependency and triangulation with experts to provide further information about this research. This research shows that UC Esport can manage an Instagram account, as evidenced by the many followers, merchandise purchases, and people participating in UC Esport activities.

The social learning account of trypophobia.

Trypophobia is the condition in which individuals report a range of negative emotions when viewing clusters of small holes. Since the phenomenon was first described in the peer-reviewed literature a decade ago, 49 papers have appeared together with hundreds of news articles. There has also been much discussion on various Internet forums, including medical and health-related websites. In the present article, we examine the degree to which the phenomenon is caused by a form of social learning, specifically, its ubiquitous social media presence. We also examined its prevalence among the broad population. In Experiment 1 (n = 2,558), we assessed whether younger people and females (i.e., greater social media users) are more sensitive to trypophobic stimuli, as predicted by the social media hypothesis. In Experiment 2 (n = 283), we examined whether sensitivity to trypophobic stimuli and rates of trypophobia is greater in people who are aware of the condition's existence, as opposed to those who have never heard of the phenomenon. In line with the social media theory, results showed that younger people and females are indeed more susceptible to trypophobia. However, 24% of trypophobic individuals have never heard of the condition. Overall, these data suggest that both social learning and non-social learning contribute to trypophobia. We also find that the prevalence of trypophobia is approximately 10%.

Building a National Identity Through Dangdut Music Programs on Television (Case Study: D’Academy 5 Indosiar)

One of the main functions of television is as a medium of entertainment. Indosiar, one of the private television stations in Indonesia, has an entertainment program called D'Academy 5, which is a talent search program for dangdut musicians and singers. Dangdut music is still considered lower-class music. This music is performed very simply, starting from a makeshift stage, wearing clothes that tend to be sexy, and much more. The mission of the D'Academy 5 program is to raise the image of dangdut music as classy music that can be enjoyed by all levels of society from various social classes. There are even many opinions that say that dangdut music is original Indonesian music, so this music deserves to be called a national identity for Indonesian people. This study aims to see and describe the process of national identity construction carried out by television media through the dangdut music program. This study is qualitative research using the constructivism paradigm. Using the four stages of the social construction theory of mass media: the stage of preparing construction materials, the stage of construction distribution, the stage of forming construction reality, and the stage of confirmation. The case study method is used as an analytical tool. The results of this study indicate that national identity is basically something that must be built and maintained. The identity built through the D'Academy 5 program is not only limited to dangdut music but also includes other cultural elements. There area social values in culture that are maintained and conveyed to the wider community. Indosiar, through this program, tries to emphasize that dangdut is Indonesian music. With the regeneration of dangdut musicians and singers in Indonesia, it is hoped that this music will continue to exist. The elevated image of dangdut music, with audiences from various social classes.

Sensationalism as an Ethical Issue in Citizen Journalism among Undergraduates of Select Universities in Ogun State, Nigeria

The increasing penetration of the internet and new media technologies has created more avenues for the participation of people, formerly known as media audiences, in the news production process through a practice termed citizen journalism. News about events, people and places break on-the-go as reported by individuals with smartphones, internet connection and social media accounts. However, citizen journalism has promoted sensationalism because sharing of emotion-provoking content is fast becoming a popular culture on social media, thereby posing ethical challenges that call for regulation. This study investigated sensationalism as an ethical issue in citizen journalism among undergraduates in selected universities in Ogun State, Nigeria. It was anchored in social responsibility media theory. The population of this study comprised 53,749 full-time undergraduates of Federal University of Agriculture, Abeokuta; Tai Solarin University of Education, Ijagun; and Babcock University, Ilishan-Remo all in Ogun State, Nigeria. A multistage sampling technique was adopted to select 381 respondents studied using a self-structured questionnaire. Results revealed that a majority of the undergraduates participated in citizen journalism; they mostly shared entertainment content; they were motivated by entertainment, appeal, and controversies in sharing sensational content; but they perceived sensationalism to be ethically wrong. The study recommended media literacy and fact-checking as antidotes to sensationalism in digital media.

Social media theory in public relations: A curation of a neglected topic in public relations research

Social media has emerged as a very popular topic in public relations research but building social media theory seems to have been almost neglected. In this curation, we explore recent attempts to develop social media theory in public relations while focusing on the various characteristics and conceptualizations of research. We explore recent theoretical work published in Public Relations Review that features theoretical perspectives of social media. This curation offers a thematic analysis of the current research initiatives. We also specify potential future directions in theory building and discuss how future theory public relations development and refinement should address social media.

Business Strategy Analysis via Instagram @Laukita Using the Peso Approach

Branding is a marketing strategy that aims to communicate messages from a business to consumers. Laukita is here by bringing branding to people's minds with a fast food theme that is different from competitors in terms of presentation and the menu variants they offer. The aim of this research was to understand and analyze the branding strategy used by Laukita in the Covid-19 pandemic era, especially through social media. Researchers use the Social Media theory put forward by Nasrullah, with the PESO concept model from Gini Dietrich. The research method in this study used a descriptive qualitative type. The data used in this research was primary data obtained from interviews with sources and secondary data obtained through literature study. The results of the research showed that paid media elements have an important role in the Laukita branding development process, then earned media elements using reviewers and influencers, supported by shared media elements that use Laukita's social media, and owned media elements that manage all Laukita media channels so that they can Do strong branding in the minds of consumers

IN THE LIGHT OF ADOPTION THEORIES: WHY DO AGRICULTURAL EXTENSION AGENTS USE SOCIAL MEDIA?

This study highlights a significant gap between theoretical understanding and the actual use of social media tools by agricultural extension agents (AEAs). A quantitative study was undertaken to give clear understanding on how various theoretical perspectives in the area of adoption of social media play out in reality among the agricultural extension agents. A sample size of 418 AEAs in the Eastern Region, Ghana were selected using the snowballing sampling technique. The following constructs were rated highest by the respondents; observability, (innovation diffusion theory), continuance intention (theory of task-technology fit), perceived usefulness of social media (theory of reasoned action, theory of planned behaviour, theory of acceptance model) and performance expectancy (unified theory of acceptance and use of technology). Majority of the AEAs highly use social media. High cost of repair of devices, high charges by network providers and lack of knowledge of the best social media use were perceived as substantial challenges. The results show that extension agents must be encouraged to leverage social media platforms to provide personalised support, answer farmers' queries, and offer guidance, leading to better adoption of recommended agricultural practices.

SOCIAL MEDIA ENGAGEMENT NGAYOGJAZZ SEBAGAI FESTIVAL MUSIK DI YOGYAKARTA

This study aims to find out 1). How social media engagement is present in Ngayogjazz as a music festival in Yogyakarta. 2). How Social media plays a role in portraying the Ngayogjazz festival. To achieve the objectives of the study, qualitative research methods were used with a virtual ethnographic approach from Christine Hine where Social media was chosen as the locus of research. Social media theory is used as a foundation in framing thoughts and discussions.Data collection techniques are carried out in two ways, namely observing Ngayogjazz's activities on Social media and conducting interviews to confirm some data found directly with several sources directly related to this event. In addition, existing literature and documentation data are also used as references in describing and analyzing Ngayogjazz events in Social media.The results of this study show that Social media that is present in Ngayogjazz as a music festival in Yogyakarta, using four platforms, namely Facebook, Twitter, Instagram and Youtube shows a binding interaction between Ngayogjazz as a festival and the community at large. Ngayogjazz utilizes Social media as one of the strategies in branding itself as a music festival whose presence is taken into account in the country, improvisation and musical interaction that characterize jazz.

Social Media in Electoral Communication: A Case Study of Strategic Initiatives by Bantul Election Commission for the 2024 Elections

In the contemporary landscape of democratic processes, the role of social media has become instrumental in shaping political communication strategies. This study investigates the nuanced dynamics of social media utilization, with a specific focus on its impact on the effectiveness of communication strategies employed during the 2024 Elections by the Bantul Election Commission (KPU Bantul) in Indonesia. Recognizing the potential of social media in enhancing voter participation, KPU Bantul strategically employed platforms such as Instagram, websites, and YouTube to educate, engage, and mobilize the public. Through a qualitative analysis rooted in social media theory and communication strategy frameworks, this research explores the innovative methods used by KPU Bantul. Key findings encompass strategic networking and coordination, digital literacy initiatives targeting novice voters, challenges in measuring social media impact, and the transformative potential of integrating social media within electoral processes. The study not only sheds light on the intricate mechanisms of social media utilization but also offers practical insights for improving social media initiatives in future electoral contexts.

Ignore the Affordances; It's the Social Norms: How Millennials and Gen-Z Think About Where to Make a Post on Social Media

How do Millennial and Gen-Z young adults decide between competing social media when choosing where to post? Previous research argues that decisions can be modeled based on these users' Goals, and the Affordances, Features1, and Social Norms of those media. To evaluate this model, 19 participants were given different self-presentation scenarios and asked to choose between Twitter, Snapchat, Instagram, and TikTok. Participants also constructed a flowchart to represent their mental model of factors influencing their choices. Data suggest revisions to the model; rather than reflecting Affordances and Features, we found that Social Norms and Goals primarily drove participants' choices. Participants choose media based on a direct match between Goals and existing Social Norms. Only when they failed to detect such a match did participants consider Affordances and Features. We present a revised conceptual model based on these results and discuss social media design and theory implications.

The Popularity of K-Pop Culture in Russia: Good or Evil? The Case of BTS

The export and consumption of mass culture products through social networks is practically uncontrollable through globalization. The Republic of Korea, which has made a bet on its creative industries, has achieved noticeable success in this area. The number of fans of the Korean wave (Hallyu) is growing all over the world, in Russia too. K-pop, the musical component of Hallyu, is the most interesting because most of its fans are young people. This actualizes the question about consequences of the k-pop passion on the individual and societal levels. The purpose of the study: to analyze the causes and consequences of Russians’ passion for k-pop, in particular, the BTS creativity. The theoretical basis is the theory of the cultural industry by M. Horkheimer — T. Adorno and the theory of social media by M. McLuhan — G. Jenkins. The online fandom BTS — ARMY is seen as an informal social institution of mass culture. Empirical base. Online survey of Russian BTS fans (N=2483), 13 personal fan essays, 5 focus groups with people of different ages who are not fans but know them well. results. Results. The passion for k-pop, in particular BTS, is a form of response to the challenges of modern society, in particular, the growth of loneliness, competition, the devaluation of moral values and the crisis of family relations. Positive effects are associated with the personal development of fans, broadening their horizons, increasing self-confidence and tolerance, the emergence of new forms of leisure and hobbies. Participation in a fandom creates a sense of group identity and solidarity, and social networks allow the development of a “culture of participation”. Negative effects are manifested in the idealization of South Korea, its people and culture, the desire to remain in the “beautiful fairy tale” created by the South Korean cultural industries. As a result, groups of female fans are self-isolating. Considering an idol, far from Russian realities, as a normative model of a man, leads to difficulties in building partnerships between female fans with the opposite sex. Non-aggressive behavior of ARMY forms a generally tolerant attitude towards them. K-pop fandom is perceived as a childhood disease that will eventually go away without much treatment. According to opinion of focus group participants, it does not pose a threat to national security and the national identity of the inhabitants of Russia. directions for further research are related to a more detailed analysis of the mechanisms of BTS psychological support for their fans, a comparison of the socio-demographic composition and main types of activity of Russian fans of male and female K-pop groups, an assessment of the meaning of the “complicity culture”, which BTS fans create, for their personal development.

The Threat of Social Network Games in Indonesia

This research examines the potential threat through SNG in Indonesia. The theories of threat, social media, cyber, and network society are used to analyze the research problem through qualitative analysis. Data was obtained through interviews and literature studies. The results of the study show that the potential threat on SNG includes ideological threats in society, growing illegal and pornographic content, theft of personal data, illegal monitoring of user activities, online fraud, cyberbullying, inappropriate content, dependence, and cyber attacks that threaten the activities of social network game users in Indonesia.

Prospect of Threads in Contrast to Twitter as an Online Social Network Tool for Conflict Resolution

A new online social network service – Threads – was recently created and launched by Mark Zuckerberg to compete with Twitter. The rate at which people throughout the world accepted and created accounts on this new social network within hours of its creation and launching was prodigious. Conflicts have been inevitable in the world. As one of the Sustainable Development Goals of the United Nations (SDGs) (Goal 16) has to do with peaceful coexistence by the year 2030, this paper aims at comparing the features of Twitter that can be used for conflict resolution to the emerging features of Threads. The paper gives the origin and acceptance of Threads. The discussion in the paper is based on the review of some selected literature, Public Sphere as a Theory of social media, an empirical review of a previous study, and comparisons of some features of Twitter with those of Threads. The paper concluded by giving a recommendation that while Twitter as a social network should not be jettisoned especially in resolving conflicts, the new social network – Threads – should be studied more to discover how it can be used better to resolve conflicts and promote peaceful coexistence in society thereby achieving Goal 16 of the SDGs by the year 2030.

Young women's dialectical responses to fitspiration and thinspiration: A qualitative study

With the popularity of image-based social media platforms like Instagram, researchers have begun to study relationships between social media and body image. Much of this research has used quantitative research methods, which cannot capture the rich, inner experiences of individuals. Given the dearth of qualitative research on what young women internally experience when viewing “Thinspiration” or “Fitspiration,” this study used the consensual qualitative research (CQR) method, with the aim of capturing in their own words what young women feel and think in response to viewing fitspiration and thinspiration. Twelve young women viewed Fitspiration and Thinspiration profiles and were interviewed about these and similar everyday experiences. The CQR analytic team identified 10 general, 18 typical, and 11 variant domains (i.e., topic areas). An example general domain was “body image,” under which the category “body dissatisfaction,” fell; by viewing Thinspiration or Fitspiration, these young women were reminded how they are dissatisfied with how they see their own body or were prompted to believe others are reminded of this when viewing such content. An example typical domain was “diet/disordered eating”; several participants associated Thinspiration or Fitspiration with diet or disordered eating. From five of the 10 general domains emerged what we call an emergent dialectical theory of social media and body image. When viewing Thinspiration or Fitspiration, young women often seemed to feel or think two seemingly opposite things simultaneously within the topic areas of attainability, emotional reactions, social comparison, body image, and health.

Situational Contingencies in Susceptibility of Social Media to Phishing: A Temptation and Restraint Model

ABSTRACT User susceptibility to phishing messages on social media is a growing information security concern. Contingency factors that can influence this susceptibility and the theoretical mechanisms through which they operate need more scholarly attention. To bridge this gap, we present a temptation and restraint (TR) model (a specific manifestation of the dual–system theory) of social media phishing susceptibility, which explains it as an outcome of a struggle between users’ temptation toward engaging with a social media phishing message and their cognitive and behavioral restraint against it. The balance in this struggle is a function of various situational contingencies. First, via a Delphi study, we identify four key situational contingency factors in the context of social media that can influence this balance: (1) poor sleep quality, (2) social media ostracism, (3) source likability, and (4) fear appeals. Next, via five randomized controlled experiments using an ostensible social media paradigm with social media users, we show that the TR model explains (a) why and how users engage with social media phishing messages, and (b) when users are more or less susceptible to it based on key situational contingency factors. Our findings offer a nuanced perspective on social media phishing susceptibility, elucidate the fundamental roles of situational contingencies in the genesis of social media phishing victimization, and delineate important directions for future research in this area

Theoretical background for social media marketing research: An example of value co-creation theory application

The substantial growth and development of social media for the past twenty yearsmotivate scholars to advance marketing theory and practice. Hitherto, despite numerous studies,no systemized theoretical platform for marketing explorations in social media is recognized. Evendifferent terms such as social networks and social media are employed interchangeably. This studyanalyses the historical background of social media and theories applied for marketing research,clarifies the term of social media, suggests a classification for extant theories used for currentmarketing investigations in the social media context, and demonstrates a need for elaboration ofsystemized marketing theory of social media to enhance the effectiveness of marketing explorationsand practices.