Usage Of Social Media Platforms Research Articles

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.

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.

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.

The Frequency Of Technology Usage In Relation To Work Productivity Among College Students

The proliferation of technology, particularly the ubiquitous presence of devices such as laptops, smartphones, and tablets, has led to a surge in the usage of social media platforms among college students. In the contemporary landscape, work productivity is a multifaceted construct influenced by various factors including compensation, work-life balance, internet utilization, motivation, and service-oriented profit chains. As organizations increasingly prioritize strategies to enhance employee productivity, understanding the nexus between technology usage and work productivity becomes imperative. This study endeavors to investigate the correlation between technology usage and work productivity among college students engaged in part-time employment. A sample of 164 participants currently enrolled in academic pursuits and concurrently employed was examined. Utilizing Pearson's correlation analysis at a significance level of 0.01, the relationship between technology usage and work productivity was assessed. Additionally, regression analysis was employed to explore the potential impact of social media usage on work productivity.

Investigating the e-WOM Features Influencing Purchase Intention at Korean Restaurants based on SOR Theory

The growing fascination among Indonesians with Korean cuisine and the escalating usage of social media platforms has led to a significant reliance on electronic Word-of-Mouth (e-WOM) as a pivotal determinant for restaurant selection. This research aims to investigate the influence of e-WOM features, including Celebrity Endorsements, Influencer Recommendations, and Customer Reviews, on the purchase intentions of Indonesian consumers concerning Korean restaurants. Employing a deductive framework and quantitative methodologies, primary data collection was conducted. The findings underscore the paramount importance of Customer Reviews in shaping Indonesian consumers' decision-making processes when selecting Korean restaurants. These reviews are valued for their perceived authenticity and representation of diverse viewpoints, distinguishing them as credible and influential sources. In contrast, while Celebrity Endorsements and Influencer Recommendations influence consumer attitudes and perceptions, they do not significantly impact purchase intentions. This study provides valuable insights into the dynamics of e-WOM's influence on the Indonesian culinary landscape, with a specific emphasis on Korean restaurants. These findings hold practical significance for restaurant operators and marketers who leverage e-WOM to effectively engage and cater to diverse consumer segments within the Indonesian market.

Assessing the basic knowledge and awareness of dengue fever prevention among migrant workers in Klang Valley, Malaysia.

Globally, 390 million dengue virus infections occur per year. In Malaysia, migrant workers are particularly vulnerable to dengue fever (DF) due to mosquito breeding sites exposure and poor health literacy. Therefore, this study aimed to (i) assess the current DF knowledge, attitudes and practices (KAP), and (ii) identify strategies to promote DF awareness, among migrant workers in Klang Valley. A survey was conducted with 403 Nepali, Filipino and Indonesian migrant workers through phone interviews and online self-administered questionnaires. Piecewise structural equation modelling was applied to identify predictor variables for DF KAP. Most respondents were male, working in the services industry, had completed high school, aged between 30-39 years and with less than ten years work experience in Malaysia. Overall, respondents' knowledge was positively correlated with attitude but negatively with practices. Older respondents, who had completed higher education, obtained higher knowledge scores. Similarly, those with working experience of >20 years in Malaysia obtained higher attitude scores. Respondents with a previous history of DF strongly considered the removal of mosquito breeding sites as their own responsibility, hence tended to frequently practise DF preventive measures. Respondents' knowledge was also positively correlated to their understanding of DF information sourced from social media platforms. These findings highlighted: (i) the need for targeted DF educational intervention among younger and newly arrived workers with lower levels of education and (ii) maximising the usage of social media platforms to improve DF public awareness.

IMPLEMENTASI SOCIAL CUSTOMER RELATIONSHIP MANAGEMENT DALAM MENINGKATKAN PROMOSI PRODUK

Nibra's House Sukarami Palembang is a Muslim store and marketplace that hadn’t fully used its product promotions. Based on the that statement, Social Customer Relationship Management (Social CRM) was implemented at Nibra's House Sukarami Palembang with the goal of increasing the product promotions. The system is being developed using the FAST system development methodology and makes use of social media platforms, specifically Facebook and Instagram of Nibra's House Sukarami Palembang. The study's finding is a Social CRM system built on a website using PHP programming language and MySQL database management system. It also optimizes customer relationship management via the usage of social media platforms: Facebook and Instagram of Nibra's House Sukarami Palembang. Keyword : Product Promotion, Customer, Social CRM, PHP, My SQL, Facebook, Instagram

An Assessment of the University Usage of Social Media Platforms: Case from Lebanon—Analytics—Part 2

This paper, the second part of two, aims to provide results and findings to support the main objective of the research, i.e., to assess how a selection of Lebanese Universities utilizes social media platforms to attract potential student candidates. Social Media in the last decade has become a significant recruitment media adopted by universities around the globe, including Lebanon, to attract and effectively recruit millennial high school graduates who are digitally proficient and smart. Six universities were involved, so capturing recorded activity is essential to assess such efforts and pinpoint gaps that must be addressed to justify student recruitment investments by universities. This study is based on a mixed approach though with a concentration on the quantitative, deductive, and descriptive approaches capitalizing on collected data from the different university social media platforms and performing the required analysis to help categorize selected universities in their efforts, successes, and gaps. This paper shows the numerical, graphical, and discussion analyses of the results. Results confirm there is a lack of motivation schemes to attract potential candidates and encourage them to interact with such platforms. Moreover, universities lack specialized digital marketing staff to produce the appropriate content and design marketing strategies that are attractive, interactive, and with high response rates to inquiries.

Awareness of thyroid gland disease and its relation to cardiac disease in provinces of Riyadh

Objective: This study aimed to find out the thyroid profile and awareness among the patients about thyroid diseases and cardiac diseases with their correlations. Methods: A cross-sectional study was conducted over the 3 months in Riyadh province, Saudi Arabia. Participants from both genders aged 18 to 70 years were included. By taking the confidence interval of 95% with a 5% chance of error, 400 sample sizes were concluded over the population of 1 million in Riyadh province. A questionnaire was designed using Google form (online) with demographic details and study survey questions. Results: Out of 400 participants, 58.2% were number of females aged 18-25 years of age (78.2%), which might be the reason for increased usage of social media platforms. Most participants belonged to the Saudi Arabia (94.5%) and had a bachelor's degree (67.3%). In the study population, 94.5% participants had chronic diseases, however they were not diagnosed with thyroid disease previously (94.5%). Around 5.5% were diagnosed with thyroid disease previously, however, not aware of the type of thyroid disease they had. Among the participants, 49.1% did not know that thyroid gland disease is associated with cardiac disease. Majority of the participants (60%) had no knowledge about the risk factors associated with thyroid gland disease. Conclusion: The findings from the current study suggested that age, specifically aged 18-25 years was associated with a higher level of knowledge about thyroid disorders. Given the high prevalence of thyroid disorders in the population of Saudi Arabia (KSA), this study aimed to increase awareness among the younger generations about common health problems in the Saudi community and ways to prevent them.

Use of Social Media and Construction of Political Intolerance: Analyzing the Effects of Twitter (X) and Facebook

This research is aimed at getting an insight into how social media platforms particularly Facebook and Twitter (X) are being used by Pakistani users to display political intolerance. Both platforms are being actively used to put forward opinions on users' political and religious views. Employing the survey method along with quantitative and qualitative research techniques, it makes a systematic effort to explore social media usage patterns among users and how they use them to express their religious and political thoughts. The study also attempts to discuss and set the contours of political and religious intolerance with relevance to the research. The interdependence between the usage of social media platforms and the progression of intolerant behaviour is also brought into focus through this research.

The Impact of Informational Messaging Interventions on Fostering Healthy Social Media Behavior among Adolescents in Tamil Nadu: A Comparative Analysis

This exploratory study delves into the effects of informational messaging interventions aimed at promoting healthy social media behavior among adolescents in Tamil Nadu, India. Adolescents today are avid users of social media platforms, and concerns have arisen about the potential negative impact on their well-being and development. To address this issue, informational messaging interventions have emerged as a potential strategy to guide adolescents toward responsible and balanced social media usage. This comparative analysis investigates the impact of various types of informational messaging interventions on adolescents' social media habits. The research draws from a diverse sample of adolescents from various socio-economic backgrounds, utilizing both quantitative and qualitative research methods to assess the effectiveness of these interventions. The study aims to answer critical questions, such as which types of informational messaging interventions are most effective in promoting healthy social media behavior among adolescents in Tamil Nadu. Additionally, it examines whether socio-demographic factors play a role in the effectiveness of these interventions. Preliminary findings suggest that informational messaging interventions have the potential to positively influence adolescents' attitudes and behaviors regarding social media usage. The comparative analysis reveals nuances in the effectiveness of different intervention techniques, shedding light on the most promising approaches for addressing social media-related challenges among adolescents. Ultimately, the insights from this research aim to inform policymakers, educators, and practitioners working with adolescents in Tamil Nadu and beyond. It provides evidence-based guidance on how to foster healthier social media behavior in this critical demographic. The study's findings contribute to a growing body of knowledge surrounding digital literacy and the promotion of responsible online behavior among adolescents, addressing the evolving challenges of the digital age.

Influence of Online Digital Communication in the Decision-making Process Amongst Engineering Students

The influence of online marketing in the decision-making process of engineering students in Ernakulam District is reflected in the research work. The research aims to comprehend educational institutions' usage of social media platforms and identify the most effective online marketing strategies and platforms for reaching engineering students. The research also reflects the impact of online digital communication on the decision-making process of engineering students while choosing educational programs and institutions. A survey-based research strategy will be engaged to collect data from the sample of engineering students in the research area. The study aims to determine how digitalization leads to the decision-making process of the target group. The study is likely to contribute to the indulgence of the role of online digital communication in the education industry and to provide insights and recommendations for educational institutions and marketers targeting engineering students.

Special Issue: Digital Truth-Making: Anthropological Perspectives on Right-wing Politics and Social Media in "Post-truth" Societies

How do users of social media platforms produce, shape and share truths online? In this introduction, we outline our understanding of digital truth-making as a process that builds on the affordances of digital infrastructures to entangle information with social, cultural and emotional dynamics in a way that co-constitutes beliefs and convictions about the world. The contributions to the special issue illuminate how different variations of this process can be illuminated with the help of digital ethnography and additional empirical methods. In doing so, they exemplify how digital anthropology can contribute to ongoing debates about populism and right-wing politics in “post-truth” digital societies.

An Assessment of the University Usage of Social Media Platforms: Case from Lebanon—Theoretical Foundations—Part 1

This paper, part of two, aims to assess how a selection of Lebanese Universities utilizes social media platforms to attract potential student candidates. Social Media is considered a significant recruitment tool universities use to attract high school graduates from the millennium digital generation. Different universities have dealt differently with social media, so capturing recorded activity is essential to assess such efforts and pinpoint gaps to justify student recruitment investments by universities. This study uses a mix of quantitative and qualitative methods. A descriptive comparative analysis is carried out based on collected data from the different university social media platforms to help categorize selected universities in their efforts, successes, and gaps. However, this paper, the first part of two, represents the theoretical foundations needed for the study. Paper part two (2) will follow to illustrate the numerical and graphical analysis. Results show a lack of motivation schemes to attract potential candidates and encourage them to interact with such platforms. Moreover, universities lack specialized digital marketing staff to produce the appropriate content and design marketing strategies that are attractive, interactive, and with high response rates to inquiries.

Research on the Acceptance of Chinese Traditional Clothing Culture by YouTubers in the Era of We-Media

Hanfu, as a symbol of Chinese traditional clothing culture, has gradually attracted more and more attention from the Chinese. However, there are endless incidents of cultural appropriation of Chinese traditional clothing, and it is urgent to explore the acceptance of Chinese traditional clothing culture by social media platform users in the era of We-media. This paper will be based on the Unified Theory of Acceptance and Use of Technology model (UTAUT model), with YouTubers as the representative of the social media platform users and Hanfu as the representation of Chinese traditional clothing culture. Based on the four dimensions of the UTAUT model (Performance Expectation, Effort Expectation, Social Influence, and Facilities Conditions), the fifth dimension Content Production will be extended to build the research framework for YouTubers acceptance of Chinese traditional clothing culture. The questionnaire is designed with the Likert scale, and the data is analyzed with SPSS25.0. Performance Expectation (A), Effort Expectation (B), Social Influence (C), Facilities Conditions (D), and Content Production (E) are five independent variables, and YouTubers acceptance of Chinese traditional clothing culture (F) is the dependent variable. Through regression analysis, the regression equation is obtained: F=-0.470+0.152A+0.251B+0.104C+0.172D+0.864E. Content Production has a more significant impact on the dependent variable, and disseminators of Chinese traditional clothing culture should pay attention to the quality, innovation, and diversity of the content, while Chinese brands should actively collaborate with YouTube bloggers to create videos, promoting the development of Chinese traditional clothing culture industry and making more consumers become a force for Chinese traditional clothing culture communication. This paper can to some extent fill the research gap in the acceptance of Chinese traditional clothing culture by social media platform users, and provide a theoretical basis and practical significance for the subsequent proposal of more effective international communication strategies.

Periodontists’ perceptions and attitudes toward the use of social media for professional purposes in Saudi Arabia

BackgroundThere is a notable increase in the usage of social media platforms, especially for health communication, as more clinicians and patients count on this kind of technology. Therefore, this research aimed to investigate the perception and attitude toward social media (SM) use for professionalism and dental practice promotion among periodontal specialists working in Saudi Arabia (KSA).MethodsElectronic surveys were distributed in person or online using WhatsApp, Snapchat or Email from October 2022 until March 2023. The questionnaire was targeting periodontists in KSA, and it consists of three parts: the first part includes sociodemographic and professional data; the second part asks about the daily usage of SM in dental practice; and the third part asks about the periodontist's opinion about SM usage. Descriptive data were presented as numbers and percentages. The association between the demographic variables and the means of periodontists’ opinions was tested using Pearson’s chi-square test. Any value equal to or less than 0.05 was considered statistically significant.ResultsA total of 121 responses were received from the periodontists. Most of the participants were in the 36–45 age group, with a percentage of 40.5%. In terms of gender, males made up 52.9% of the population, while females made up 47.1%, and the majority of the participants were consultants. The most common SM platform used by periodontists for daily using and dental practice promotion was Snapchat (56.2%), followed by Instagram and Twitter (54.5% and 49.6%, respectively). There was a significant difference in proportions among Twitter, Snapchat and TikTok between older and younger periodontists, with a p value < 0.05. There was no significant difference between the gender of the participants and their opinions regarding the usage of SM.ConclusionsThis study highlighted the effectiveness of SM in the promotion of dental practices and the discipline of periodontics, as more clinicians and patients rely on this kind of technology. These online platforms can improve periodontal practice in terms of dental health education, counseling, advertising, and oral health services.

Generalized fuzzy hypergraph for link prediction and identification of influencers in dynamic social media networks

Despite the importance of link prediction and identification of influencers in dynamic social media systems, the existing methodical theories are not capable of analyzing complex multilayer relations in social media networks which contain uncertainty. In fact, there is no theoretical exploration concurrently focused on multidimensional and interrelated entities in a fuzzy-based social media environment. To cover this gap, a neoteric generalized fuzzy hypergraph (GFH) methodology is designed using developed n-ary fuzzy relation technique that is the extension of convolutional binary fuzzy relation. Characterizing reflexive, symmetric, transitive, composition, t-cut and support techniques is carried out for multidimensional uncertain-based space. Also, a graphical approach is created in the generalized fuzzy hypergraph to assist the derivation of foundational implications and concepts. The GFH framework can be applied for the intelligent management of complex systems for sole or mass users of local and global social media platforms by adopting specific membership degree for each individual. To predict the linkages between elements, a fuzzy-based indicator FLP (fuzzy link prediction) is promoted, along with the indicator of SIR (score of interaction rate) to identify the influencers (strongest communicators) in an uncertain space. Through the FLP evaluation, the extracted data are analyzed as per the highest value of 1 for single, 3 for binary, 3.8 for triplet, and 0.9 for quaternary spaces for their probable links. Through the analysis of SIR data on the individuals’ membership degrees for the usage of social media platforms, the highest interaction value of 0.99 is correlated to a single member, while 5.42 magnitude addresses an influential person. The performance results show that the presented theoretical and structural approach, that is superior to the classical graph theories, is promising to configure intelligent expert systems, predict the likelihood of connections, detect communities, and specify the influencers in real social media platforms that contain uncertainty.

Young adults’ sought gratifications from, and perceptions of food advertising by, social media influencers: a qualitative approach

BackgroundThis study aims to explore young adults’ sought gratifications from social media influencers and whether they are exposed to food advertising by influencers. Further, it aims to understand how young individuals perceive food advertisements by social media influencers.MethodsThis qualitative study was conducted on 17 students from two public universities—King Abdul Aziz and Jeddah universities—located in the City of Jeddah, Saudi Arabia, using in-depth, face-to-face, and semi-structured interviews. The participants were active users of social media platforms who followed at least one influencer. Thematic analysis was used to analyse the data. The COREQ guidelines for reporting qualitative research (see Additional file 2) were followed when stating the findings.ResultsThe findings reveal ten themes, that is, seven gratifications sought by young adults—broadening knowledge, perceived usefulness, self-improvement, boosting positivity, fostering morale, reinforcing inspiration, and passing time/enjoyment—and three themes (i.e. repeated, authentic, and unhealthy) that describe how Saudi young adults perceive food advertising.ConclusionThis study contributes to social media influencer marketing by identifying the factors that motivate young consumers to follow influencers, and it elucidates the extent to which young adults are exposed to food marketing, adding to the body of literature on food advertising.

Cianjur Earthquake- Roles of Social Media and the Distribution of Sciences

A magnitude 5.2 earthquake hit Cianjur Regency, West Java, Indonesia on November 21, 2022, killing more than 300 people, leaving many more missing, and damaging more than 60,000 houses which caused thousands of people to be displaced from their homes. Significant seismic activity was recognized in 1699, 1834, 1879, and 1900 near Cianjur in West Java. The news quickly hit social media, with some responding in group chats, feeds, reels, and literature reviews shared via other social media claiming that the Cimandiri Fault had caused the event. Moreover, discussions were featured in webinars and on national television. However, this information was based solely on limited information and prior knowledge of the area without further analysis of the actual data.New satellite data was uploaded via social media a few days later. This update soon reduced online discussion about the Cimandiri Fault. There was further evidence of a previously buried fault between the Cimandiri Fault and the Gede Pangrango Range, 12 km north of the estimated location of the Cimandiri Fault. Our field observations indicate that this fault caused most of the rupture in this region.Socially, the earthquake event also caused immediate problems in the local community. There have been incidents of earthquake survivors, donors, and people taking advantage of the situation. Blockades were everywhere, and those claiming to be survivors demanded that oncoming donation fleets be stopped, and all donations abandoned. These incidents have hampered efforts to distribute aid to the most remote areas. As a result, survivors who had taken refuge far from major logistical lines were left stranded. Heartless selfies and video content created in the face of grieving communities are everywhere and create a rift between survivors and donors.The recent Cianjur earthquake has taught us how important it is to understand the geological phenomena behind our homes and the effect of information and misinformation via social media. While social media serves as a valuable tool for rapid information dissemination during disasters, verifying information from reliable sources and encouraging responsible usage of social media platforms is essential. Effective filtering of information becomes pivotal to combat misinformation in developing more resilient communities, safeguarding lives, and minimising the impact of the disaster.