Utilization Of Social Media Platforms Research Articles

Predictive modeling of consumer purchase behavior on social media: Integrating theory of planned behavior and machine learning for actionable insights.

In recent times, it has been observed that social media exerts a favorable influence on consumer purchasing behavior. Many organizations are adopting the utilization of social media platforms as a means to promote products and services. Hence, it is crucial for enterprises to understand the consumer buying behavior in order to thrive. This article presents a novel approach that combines the theory of planned behavior (TPB) with machine learning techniques to develop accurate predictive models for consumer purchase behavior. This study examines three distinct factors of the theory of planned behavior (attitude, social norm, and perceived behavioral control) that provide insights into the primary determinants influencing online purchasing behavior. A total of eight machine learning algorithms, namely K-nearest neighbor, Decision Tree, Random Forest, Logistic Regression, Naive Bayes, Support Vector Machine, AdaBoost, and Gradient Boosting, were utilized in order to forecast consumer purchasing behavior. Empirical findings indicate that gradient boosting demonstrates superior performance in predicting customer buying behavior, with an accuracy rate of 0.91 and a macro F1 score of 0.91. This holds true when all factors, namely attitude (ATTD), social norm (SN), and perceived behavioral control (PBC), are included in the analysis. Furthermore, we incorporated Explainable AI (XAI), specifically LIME (Local Interpretable Model-Agnostic Explanations), to elucidate how the best machine learning model (i.e. gradient boosting) makes its prediction. The findings indicate that LIME has demonstrated a high level of confidence in accurately predicting the influence of low and high behavior. The outcome presented in this article has several implications. For instance, this article presents a novel way to combine the theory of planned behavior with machine learning techniques in order to predict consumer purchase behavior. This integration allows for a comprehensive analysis of factors influencing online purchasing decisions. Also, the incorporation of Explainable AI enhances the transparency and interpretability of the model. This feature is valuable for organizations seeking insights into factors driving predictions and the reasons behind certain outcomes. Moreover, these observations have the potential to offer valuable insights for businesses in customizing their marketing strategies to align with these influential factors.

Exploring Collective Experiences: Menstruation-related Memes and Menstrual Narratives in Social Media as an Avant-garde Form of Life Writing

The increasing prominence of social media as a platform for collective expression has facilitated the sharing of diverse experiences, including emotions, challenges, and circumstances, within distinct social groups. Notable hashtag campaigns such as #Metoo, #HappytoBleed, #TimesUp, #HeForShe, #EverydaySexism, and #IWillGoOut exemplify this trend, as they address pertinent issues concerning women’s rights and gender equality. In this context, menstruation narratives, communicated through various mediums such as stories, oral traditions, myths, and videos, are significant in conveying the collective experiences of menstruating individuals, and fostering camaraderie and support among those who share similar encounters. The advent and widespread utilization of social media platforms, including Facebook, Instagram, and YouTube, have provided menstruating individuals with an accessible avenue to share their experiences, concerns, struggles, and anxieties through diverse content formats, such as written posts, images, video blogs, and memes. Notably, memes have emerged as a particularly popular medium for articulating collective life experiences, encompassing the sphere of menstruation. Widely disseminated on social media, these memes have become influential tools for communication, encapsulating shared sentiments in a visually engaging and often humorous manner. Against this backdrop, this research paper scrutinizes social media’s emergence as a novel platform for collective life expressions, with a specific focus on menstrual memes. It delves into the realm of life writing, exploring the varied ways in which menstruating individuals utilize social media to articulate their experiences. Additionally, it sheds light on the significant communicative potential of memes on menstruation, exemplifying their capacity to foster meaningful dialogues and challenge the societal stigma surrounding this natural phenomenon.

Perceptions of social media usage to engage citizens: a qualitative study of Czech Republic municipalities

Information communication technology has altered the relationship between government and citizens in terms of intensity as well as method. Social media has been used due to its socially interactive nature by the government to attract citizens. This study aims to explore the perception of administrators from small and medium-sized municipal governments in the Czech Republic regarding the utilization of social media platforms for the purpose of engaging and communicating with citizens. The study used a qualitative research design with a phenomenological approach. The data collection process involved 21 semi-structured interviews and the engagement in 16 hours of online dialogue by the researchers. Thematic analysis was used to analyse the data. The findings indicate that numerous municipalities are currently in the initial learning phase of employing social media and have yet to fully comprehend its potential. Administrators conveyed a sense of skepticism towards social media and technology at large, alongside a sense of ambiguity regarding the optimal strategies for effectively harnessing these platforms. The predominant approach adopted by most municipalities involves relying heavily on Facebook as their primary platform for disseminating information. However, they encounter difficulties in effectively leveraging other potentially beneficial websites and communication channels. In general, the research emphasizes the necessity of providing training and education to effectively incorporate social media into the communication strategies employed by local governments.

The Role of Social Media on Electoral Strategy: An Examination of the 2023 Municipal Elections in Tirana, Albania

The main goal of the current study is to ascertain the impact that social media platforms have on electoral strategy, communication tactics, and electoral outcomes in the specific context of the 2023 municipal elections in Tirana, Albania. The purpose of this study is to analyze the official usage data on Facebook and Instagram of Erion Veliaj, the current mayor of Tirana and a candidate associated with the Socialist Party. The temporal scope of the investigation encompasses the period spanning from April 1 to June 1, 2023. The main objective of this study is to investigate the possible impact of widespread use of social networks as a means of political communication on election results, as well as the manner in which this platform influences voter engagement with political candidates. The hypothesis posited in this study suggests that the extensive utilization of social media platforms by political candidates during the municipal elections in Albania in 2023 yielded a favorable effect on public participation in political discussions, hence exerting an influence on the electoral results. The research question under examination are as follows: What were the methods implemented by candidate Erion Veliaj in leveraging social media during the municipal election campaign of 2023? What is the relationship between social media engagement, as measured by quantitative metrics like likes, shares, follower growth rate, and engagement rate, and the electoral success of candidates in the 2023 Municipal Elections in Tirana, Albania? The study used a mixed-methods approach, which combines qualitative and quantitative methodologies, to investigate the correlation between the candidate's patterns of interaction, content tactics across different platforms, and the outcomes of the election. This comprehensive study aims to gain a thorough understanding of the substantial role of social media as a medium for political communication and its positive impact on electoral outcomes.
 
 Received: 20 July 2023 / Accepted: 5 October 2023 / Published: 5 November 2023

Navigating the Digital Sphere: Exploring Websites, Social Media, and Representation Costs—A European Union Case Study

In the intricate and multifaceted landscape of the European construction process, where the development and governance of the European Union take shape through a myriad of policies, institutions, and stakeholders, this study delves into the role of lobbies affiliated with the European Transparency Register. It focuses on the relationship between the utilization of social media platforms and the representation costs among interest groups. Analysis of data from 12,430 groups, encompassing website presence, social media engagement, and declared representation costs, reveals that 97.14% of groups maintain websites, while 67.52% actively use social media platforms. Among groups disclosing representation costs, the mean is EUR 181,333, with a median of EUR 74,999. Multiple linear regression analysis uncovers a positive association between Twitter and YouTube usage and representation costs, while Facebook usage demonstrates a negative correlation. However, no statistically significant relationships are observed for Instagram, TikTok, and LinkedIn. These findings offer insights into the potential impact of social media on representation costs for interest groups.

Optimizing Public Communication in the Digital Era: A Case Study of the Ministry of Communication and Information Technology in Indonesia

Effective public communication is pivotal in today's digital age, where the interplay of various channels and media platforms shapes societal interactions. This study delves into the intricate domain of public communication, focusing on the Ministry of Communication and Information Technology (KOMINFO) in Indonesia. Employing qualitative research methods, including case studies, observations, interviews, and document analysis, this research investigates KOMINFO's strategies, particularly its social media communication initiatives. The study illuminates the challenges faced by the government in bridging communication gaps with the public and explores the innovative solutions deployed, including the utilization of social media platforms, digital literacy programs, and the engagement of skilled communicators. Despite commendable efforts, challenges persist, especially in the context of crisis communication, such as during the COVID-19 pandemic. The study concludes by emphasizing the need for ongoing research to align expectations with outcomes and offers valuable insights for policymakers and practitioners aiming to optimize public communication strategies in the evolving digital landscape.

A qualitative investigation of entrepreneurial marketing dimensions and their effect on brand image on the Instagram platform

Although entrepreneurial marketing (EM) and its dimensions are not an unknown concept, there is a lack of definite consensus among researchers, especially on the utility of social media platforms. The widespread use of social media platforms such as Instagram has led companies to take advantage of them in their brand management with an entrepreneurial approach; therefore, social media is considered a necessary factor in modern entrepreneurship. In this study, we identified the EM dimensions of the Instagram platform and examined their effect on brand image (BI) enhancement. To do so, a qualitative content analysis was performed using Instagram posts related to new products of dairy companies, and seven dimensions were obtained, which are proactiveness, innovativeness, opportunity focus, resource leveraging, customer intensity, emotional connections, and entrepreneurial promotion on social media. The results of sentiment analysis of comments indicate that among the mentioned dimensions, “emotional connections” have the most effect and “opportunity focus” has the least effect on BI enhancement.

Use of Social Media Platforms as a Key Element of brand Marketing Strategies

"This article delves into the exploration of social media platforms as crucial components of brand marketing strategies. It characterizes the essence of social media platforms, emphasizing the significance of social networks within this context. The primary objectives of brand strategies, specifically those deployed on social media, are explicated. Contemporary brand strategies employed on social media platforms are elucidated. The study also scrutinizes the distinct features of brand marketing strategies utilized for positioning within social networks. This research aims to unveil the intricacies surrounding the utilization of social media platforms as pivotal elements within brand marketing strategies. The object of this study centers on social media platforms functioning as integral components of the virtual environment. The research employs various methodologies, including description, analysis, synthesis, comparison, generalization, and content analysis, to achieve comprehensive insights into the subject matter. This article focuses on the examination of social media platforms as vital elements within brand marketing strategies. To fulfill the objectives of this study, an exploration is conducted on the role of social media platforms in individuals’ lives, encompassing the essence of social networks and the positioning of brand promotion within their life cycle. Additionally, the article characterizes the business opportunities arising from the integration of social media platforms as components of marketing strategies. This paper provides an in-depth examination of the advantages and disadvantages associated with leveraging social media platforms for brand promotion. It defines contemporary strategies adopted by brands on social media platforms. Additionally, the research sheds light on the pivotal role of targeting within the realm of brand promotion."

Social Networking Site Use and Emotional Eating Behaviors among Chinese Adolescents: The Effects of Negative Social Comparisons and Perspective-Taking.

Emotional eating has emerged as a significant disordered eating and public health concern among adolescents. Despite the widespread prevalence of social networking site (SNS) use among this population, research investigating the influence of SNS use on adolescent eating behaviors remains limited. This study is to examine the impact of SNS use on emotional eating among Chinese adolescents, with a specific focus on exploring the mediating role of negative social comparisons and the moderating effect of perspective-taking. Data were obtained through an online survey involving 778 middle school students in China. The findings indicate that SNS use exerts a positive influence on adolescents' engagement in emotional eating, with this association being mediated by the presence of negative social comparisons. Perspective-taking demonstrated a protective role in the context of adolescents' utilization of social media platforms. For individuals characterized by high levels of perspective-taking, the effects of SNS use on negative social comparisons are mitigated, subsequently reducing its impact on emotional eating.

Social Media Popularity and Academic Productivity in Academic Plastic Surgery: A Positive Correlation.

Social media is a powerful tool that has empowered plastic surgeons to easily collaborate with one another and rapidly publicize research progression. The present study investigates the relationship between academic productivity and social media presence among both integrated and independent plastic surgery programs and their faculty. Plastic surgery programs on the American Council of Academic Plastic Surgeons website were included. Faculty were identified via review of each program's website. Following metrics of academic productivity were collected for each faculty member: h-index, i10-index, number of publications, and number of citations. Online review was then conducted to identify faculty and program Instagram and Twitter accounts, and the number of associated followers and posts. Integrated plastic surgery programs were more likely to have an Instagram account (p < 0.001), have higher average faculty h-index (p = 0.027), i10-index (p = 0.027), and number of publications (p = 0.042). A number of Instagram followers were significantly associated with average faculty h-index (p < 0.001), i10-index (p < 0.001), and number of publications (p < 0.001). The number of posts on a program's Instagram significantly predicted average faculty h-index (p < 0.001), i10-index (p < 0.001), and number of publications (p < 0.001). Twitter followers were significantly associated with average faculty h-index (p = 0.0397), i10-index (p = 0.0432), and number of citations (p = 0.00737). The present study reveals a correlation between metrics of social media popularity and academic productivity of plastic surgeons. We propose that Instagram and Twitter are effective tools with which plastic surgeons may not only publicize their clinical practice, but also rapidly disseminate important innovations among the medical community. Integrated plastic surgery programs and their faculty have significantly higher utilization of social media platforms. The number of followers and posts on a program's Instagram have a significantly positive correlation with average faculty's academic productivity. Social media platforms may empower academic plastic surgeons to disseminate their innovations on a larger scale. This journal requires that authors assign a level of evidence to each submission to which Evidence-Based Medicine rankings are applicable. This excludes Review Articles, Book Reviews, and manuscripts that concern Basic Science, Animal Studies, Cadaver Studies, and Experimental Studies. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors www.springer.com/00266 .

Enhancing Small Culinary Business Competitiveness: A Business Model Canvas Analysis of a Boba Drink UMKM

&#x0D; &#x0D; &#x0D; &#x0D; &#x0D; &#x0D; This study focuses on a culinary business in Tanjungpinang City, investigating the application of a business model canvas for UMKM Fortunate Boba, renowned for its signature boba-topped cold beverages. With the aim to enhance competitiveness amidst similar ventures, qualitative analysis employing the business canvas model approach was conducted through interviews with UMKM Fortunate Boba's owner. The results of the Business Model Canvas (BMC) analysis unveil strategic utilization of social media platforms like Facebook and TikTok, e-money transaction systems, and collaborations with delivery services such as Go-Jek and Maxim to streamline order deliveries. This research underscores the practical implementation of a business model canvas to optimize the operations of UMKM Fortunate Boba, highlighting key strategies for thriving in the competitive culinary market.&#x0D; Highlight:&#x0D; &#x0D; UMKM Enhancement: This study examines the application of a business model canvas for UMKM Fortunate Boba, specializing in boba-topped cold beverages, to enhance competitiveness in a competitive culinary market.&#x0D; Qualitative Approach: Through qualitative analysis and owner interviews, the study employs the business canvas model to uncover strategic approaches, including social media utilization, e-money transactions, and delivery collaborations.&#x0D; Operational Optimization: The research underscores the practical implementation of the business model canvas, providing valuable insights into strategic adaptations that enable UMKM Fortunate Boba to thrive amidst competition and streamline operational efficiency.&#x0D; &#x0D; Keyword: Culinary Business, Business Model Canvas, Competitiveness, Qualitative Analysis, Strategic Optimization&#x0D; &#x0D; &#x0D; &#x0D; &#x0D; &#x0D;

Exploring the Economic Empowerment of Rural Women Entrepreneurs through Digital Platforms: An Investigation into the Utilization of Social Media Platforms

Exploring the Economic Empowerment of Rural Women Entrepreneurs through Digital Platforms: An Investigation into the Utilization of Social Media Platforms

How Social Media Marketing Affecting Brand Equity And Student Engagement in Higher Education Marketing

The utilization of social media enables interpersonal communication and user engagement, thereby altering conventional hierarchical communication methods and introducing an unpredictable element into the decision-making process of consumers. Social media marketing is an essential component for organizations seeking to maintain competitiveness, despite being viewed as a part of online marketing. The efficacy of social media promotion is contingent upon the existence of novel products, the market responsiveness of organizations, and the establishment of robust online platforms. Social networking sites such as Twitter, Instagram, and Facebook have become essential instruments for marketers. These platforms are extraordinarily valuable for the promotion of brands and services because they facilitate interactive communication. Social networking sites play a crucial role in the dissemination of information about higher education institutions, serving as effective mechanisms for attracting potential students. The influence of the material disseminated on these online platforms on the cognitive processes of potential students in making decisions is yet to be established. The crucial non-financial advantage of institutions' utilization of social media platforms is the recognition of user engagement. A comprehensive understanding of user involvement across diverse platforms can augment our comprehension of its impact on brand perception. The visual-centric attributes, along with elevated engagement rates among a diverse, young, and international population, have made Instagram a powerful platform for institutions of higher education. The article emphasizes the significance of brand equity within the marketing approach of higher education establishments. The concept of brand equity is subject to the influence of various factors, including but not limited to brand personality, social credibility, and market position. Ensuring the provision of superior amenities and services is imperative for academic institutions. However, the establishment of a proficient communication mechanism is equally vital for enhancing the university's brand positioning and managing the value of its brand efficiently. The notion of 'brand soul' serves as the foundation for this, denoting how the academic institution's faculty and staff personify the brand.

A Study on Impact of Social Commerce on Customer Purchase Intention

This project aims to investigate the impact of social commerce on customer purchase intention. Social commerce refers to the utilization of social media platforms and social interactions to facilitate online shopping and influence consumer buying behavior. With the increasing popularity of social media and the rise of e-commerce, understanding the relationship between social commerce and customer purchase intention has become crucial for businesses to develop effective marketing strategies. This project will employ a combination of quantitative research methods, including surveys and data analysis, to explore the factors influencing customer purchase intention in the context of social commerce. The findings will provide valuable insights for businesses looking to leverage social media platforms to enhance customer engagement and drive sales.

Instagram Post: Modifying the Use of Instagram to Increase Students’ Ability in Writing Cutline Caption

With the rapid advancements in technology, educators have increasingly explored the utilization of social media platforms as educational tools. Among these platforms, Instagram has emerged as a prominent choice due to its widespread popularity. This transformation has seen Instagram being repurposed from a mere entertainment tool to an educational medium, particularly in the domain of language instruction. English teachers, in particular, have embraced this platform to facilitate the teaching of essential language skills such as speaking and writing. This study aims to investigate the effectiveness of using Instagram in enhancing students' proficiency in writing cutline captions. The research subjects consisted of 32 twelfth-grade students from SMAN 1 Jatiagung, South Lampung, Lampung Province. Data collection was carried out through a pretest and posttest writing assessment, and the obtained data were subjected to descriptive quantitative analysis. The findings revealed a notable improvement in students' ability to write cutline captions following the integration of Instagram into the instructional process. These results highlight the potential of Instagram as a valuable tool for fostering students' writing skills, specifically in the context of crafting engaging and concise captions. The implications of this study contribute to the expanding body of literature on technology-mediated language learning and underscore the importance of incorporating social media platforms into educational settings for effective language instruction

Activism beyond the streets: Examining social media usage and youth activism in the Philippines

Activism has gone beyond the streets. Not only has social media connected billions of people worldwide, but it has also provided opportunities for activists to reach a broader audience and altered the way political participation is exercised. This paper will apply the uses and gratifications framework and seek to understand how young Filipino activists utilize social media platforms amid two critical junctures: a strongman at the helm of the government and a virus that has been inundating the world with uncertainties. Three general points will be discussed: digital activism before and during the presidency of Rodrigo Duterte; utility of social media platforms in the contemporary period; and the perils and limitations of digital activism. Further explorations of the digital environment are imperative, particularly on how it can be maximized for more meaningful engagements and reduce, if not eliminate, its deleterious impacts.

Learner’s Perception in Using Social Media for Foreign Languages Acquisition

Social media use is a crucial component of modern education. The overuse of social media has completely captivated learners' attention. This study conducted to examine the perception of foreigner language learners toward utilization of social media. This descriptive study's data was gathered using a qualitative approach with a custom-made questionnaire. 60 students participated in this study. The study's findings demonstrated that learners' regular use of social media had a substantial impact on their performance. It has also showed that, and learners had positive attitude toward using social media in order to acquisition of foreigner language. Therefore, one of the educational tools that learners can use to improve their foreign language skills is social media. This study offers insights into how important of technology to support learner the integration and utilization of social media platforms as instructional tools in the context of acquisition foreign languages.

TikTok e l’informazione sanitaria

We explore the utility of social media platforms as educational tools, providing a summary of how these sites are used by the public and demonstrating ways these findings may be applied for educational purposes. Over half of the world’s population utilizes social media platforms. More recently, these platforms have increasingly been used for educational purposes. In the field of health, a large portion of the educational content is coming from users with no formal medical or dermatologic training. In nephrology field there are not TikTok accounts. It would be useful to have an institutional account to provide serious, correct and appropriate information before others spread incorrect information.

Machine learning models to predict the engagement level of Twitter posts: Indonesian e-commerce case study

The growing utilization of social media platforms enables direct interaction between companies and consumers. However, the expanding range of interactions and real-world data complexities necessitate the development of more sophisticated decision models. To address this, the current research focuses on constructing machine learning models, namely multinomial logistic regression, decision tree, k-nearest neighbor, and random forest, to forecast the engagement level of Twitter posts from three prominent e-commerce platforms in Indonesia: Bukalapak, Blibli, and Tokopedia. The analysis comprises a dataset of 12,786 unique tweets, accumulating 11,870,254 favorites and 2,735,886 retweets over a seven-month period from February 1 to August 31, 2021. The prediction models are built upon three theoretical constructs with seven features, encompassing interactivity (e.g., links, hashtags), vividness (e.g., images, short videos, long videos), and temporal factors (e.g., day of post, last post time). Factors such as post frequency, interactive posting elements, and static visual elements emerge as significant features for predicting the engagement level of Twitter posts. Results demonstrate that the random forest model outperforms singular classifier models, including multinomial logistic regression, decision tree, and k-nearest neighbor models, in terms of precision, recall, and F1 score.

Meet-and-Greet Program for Residents: A Novel Strategy to Encourage Future Nephrologists.

Dear Editor, Over the past decade, utilization of social media platforms has noticeably increased. Within the nephrology community, this trend has led to a natural and an ongoing rise in the number of people who are keen on using these platforms for educational and professional advancement.[1] Aside from providing educational content, social media sites are also being used by various residency programs to establish their online presence and recruit potential applicants.[2,3] The 52nd annual national conference of the Indian Society of Nephrology (ISNCON22) was conducted in Pune, Maharashtra, India, from December 1 to December 4, 2022. A dedicated social media team was formed by the Indian Society of Nephrology for ISNCON22. We adopted a novel strategy to engage with more residents and young nephrologists by organizing a meet-and-greet program for them. This program was successfully conducted and generated a warm response from residents and faculties. We hereby share our observations on the importance of such programs and their relevance. [Figure 1].Figure 1: Benefits of the meet-and-greet program for residents Knowledge sharing: Residents discussed their experiences and challenges in their respective zones. This helped them learn from each other and find solutions to issues they face at work. Networking: The program provided an opportunity for residents to meet and network with other budding nephrologists in different zones. They exchanged ideas, learnt about new research and findings, and built professional relationships. Exposure: Attending the meet-and-greet program helped residents to gain exposure and recognition. This can be helpful when seeking job opportunities or applying for fellowships and grants. Career growth: The program helped residents to learn about career opportunities and potential mentors. They can network with senior professionals who can offer guidance and advice on how to navigate their careers. We hope that this novel ritual of meet-and-greet for nephrology residents will also carry on in future conferences. Financial support and sponsorship Nil. Conflicts of interest There are no conflicts of interest.