bluuebunny/crossref_metadata_2025 huggingface dataset:
Family Dispute Resolution Practitioners’ Subjective Experience and Attitude on Compulsory Family Mediation in Australia
Authors: Milišauskaitė Jurgita , Sondaitė Jolanta
Published: June 2022

The goal of this research is to examine the advantages and limitations of compulsory family mediation (CFM) as well as to understand subjective experience and attitude towards CFM from the perspective of family dispute resolution practitioners in Australia. The qualitative research method was chosen for this research. Information was collected using the semi‐structured interview method. The data analysis method was based on inductive thematic analysis. In completion of the data analysis, 4 main themes were identified: CFM is better option for conflict resolution, limitations caused by factors outside of the process, mediators create safe space to process disputes & emotions, the benefits of CMF on mediators. Findings of this study suggest that the practice of CFM is worth being embraced and that there are benefits to be had from an increased use of compulsory family mediation, both for families and legal system in Australia. The practitioners are optimistic of compulsory family mediation, which they believe will enhance society’s quality of life. CFM also has benefited mediators’ personal lives by strengthening their personal values and beliefs, and how they perform their jobs as family mediators.
Meningkatkan Perekonomian Masyarakat di RW 14 Kelurahan Sialang Munggu dengan Membentuk KUB
Authors: Salsabila Fahmi , Widyasturi Ratih , Saputra Predi , Wati Dwi Nur Rahma , Kartini Nur Aprillah , Wahyuni Tasya Nofi
Published: June 2022

Kelompok Usaha Bersama (KUB) merupakan sebuah wadah bagi masyarat yang memiliki sebuah usaha kecil dan menengah. Fungsi dari Kelompok Usaha Bersama (KUB) adalah untuk berbagi dan memecahkan masalah. Karna didalamnya terdapat kerja sama yang dilakukan antara satu dengan yang lainnya. Tujuan di bentuknya Kelompok Usaha Bersama ini ialah untuk meningkatkan perekonomi dan kesejahteraan para anggotanya dengan memanfaatkan Sumber Daya Manusia. Pengabdian ini bertujuan untuk mendeskripsikan pembentukan Kelompok Usaha Bersama sebagai upaya untuk meningkatkan pertumbuhan ekonomi masyarakat di RW 014 berdasarkan temuan lapangan. Pengabdian ini menggunakan menggunakan teknik pengumpulan data berupa observasi, wawancara dan dokumentasi. Hasil pengabdian yang kami lakukan, Kelompok Usaha Bersama di RW 014 Kelurahan Sialang Munggu sudah resmi terbentuk pada tanggal 25 September 2021.
UPAYA MENINGKATKAN KESADARAN MASYARAKAT TERHADAP PENTINGNYA KEBERSIHAN PANTAI SARWAJALA
Authors: Masrobi  , Intan Valentina  , Widodo Casraji Putra  , Umi Hanni  , Maulidiyanto  , Gusman Tania Avianda
Published: June 2022

Permasalahan sampah laut merupakan salah satu masalah yang merusak kondisi alamiah Pantai Sarwajala yang terletak di Desa Bungko Lor Kecamatan Kapetakan Kabupaten Cirebon. Sampah adalah segala sesuatu yang dibuang yang berasal dari kegiatan makhluk hidup. Sampah laut atau marine debris adalah semua material berbentuk padatan yang tidak dijumpai secara alami di wilayah perairan (lautan atau pantai) dan dapat memberikan ancaman secara langsung terhadap kondisi dan produktivitas wilayah perairan. Metode yang dilakukan yaitu dengan memberdayakan masyarakat melalui sosialisasi mengenai pentingnya membersihkan sampah, praktek langsung pengambilan dan pemilahan sampah dan pendampingan. Kegiatan pengabdian ini dilakukan melalui program kerja Kuliah Kerja Mahasiswa (KKM) Universitas Muhammadiyah Cirebon dilaksanakan pada bulan Agustus 2021 melalui mahasiswa melakukan sosialisasi dampak permasalahan laut untuk lingkungan serta ikut membersihkan sampah di Pantai Sarwajala dengan tujuan untuk membersihkan pantai dan menyadarkan masyarakat akan pentingnya kebersihan serta bahaya sampah. Dampak dari program ini adalah masyarakat sekitar sadar akan kebersihan pantai serta mengurangi sampah laut di Pantai Sarwajala.
Heroes of the Imagined Communities, Soldiers, and the Military: The Case of Montenegro, the Ottoman Empire, and Serbia before the Balkan Wars (1912–13)
Authors: Miladinović Jovo
Published: June 2022

The article illustrates the policy of wielding the hero as a symbolic political and nationalizing instrument in the Montenegrin, Ottoman, and Serbian armies before the Balkan Wars. The heroic became an integral part of other social disciplines (such as schools). Besides standing in a clear interdependent relationship, these social disciplines represented a necessary result of various centralizing processes of the governing elites. The primary efforts for the nationalization of the population were undertaken in the pre-/post-military life, in which the role of different state agents was equally important. Hence, the grid of the social disciplines became ever denser, which led to the uniformity of the heroic. This process enabled the legitimization of the ruling elites, subsequent actions in war, and heroization among recruits. The article argues that uniformity of the heroic is lacking in the Ottoman context. Given the ideological context and intellectual background of the preachers of nationalism, the consistency of the Ottoman heroic narrative before, during, and after military service is missing. The article shows that the so-called medievalism closely linked to the heroic offered a framework for constructing continuity between the immediate and distant past, providing meaning to someone’s death. A link between the past, the present, and the future was established, which constructed the nation’s primordial character and the feeling of ancient hatred towards an imaginary enemy.
The Austro-Sardinian War (1859) and the Seven Weeks’ War (1866) in Habsburg Schoolbooks
Authors: But Yulia
Published: June 2022

In the second half of the nineteenth century, the Habsburg government had a very complicated task of inventing some form of supranational identity as an alternative to nationalist programs in Cisleithania. It sought to craft this supranational identity first and foremost as part of the self-images of schoolchildren as future citizens. One of the major ways to create and solidify a notion of a common “Austrian” identity in school history classes was to highlight the Habsburg wars, triumphal and bloody battles, and military heroes as reminders of an integrated supranational past. Official instructions obliged teachers to emphasize the “heroic times of Austria,” its “glorious battles,” and its “valiant wars,” as emphasis on these episodes of the past, it was hoped, would further the development of “the idea of the integrated statehood in Austria.” In this article, I offer an example of this cult of the Austrian wars in school education by the ways in which the wars fought during the early period of Francis Joseph’s rule, namely, the Sardinian war of 1859 and the Seven Weeks’ War of 1866, were taught to later generations of schoolchildren. Ironically, the fact that Austria lost these wars was humiliating. Nevertheless, during the late period of Francis Joseph’s rule, narratives and visual depictions of the events of these wars in schoolbooks strongly contributed to the formation of a heroic image of the Austrian army and to the idea of just Habsburg rule. I focus in my discussion first on how the accounts of the wars in schoolbooks deviated from the historical facts and, second, on how these accounts nonetheless furthered the emergence of the “Austrian” identity.
The Kairos of COVID-19 Pandemic and the Quest for a New Life: A Paul Tillich Interpretation of History
Authors: Amarkwei Charles
Published: June 2022

This article brings alive Paul Tillich’s theological interpretation of history during COVID-19 as kairos. Kairos is explored in relation to three themes: creativity in science and its consequence of utility; psychological wellbeing and psychological illness; and the demonic and the profane. All the three themes which raise questions in existence in view of the inherent ambiguities are answered by the Eternal Life, the Kingdom of God, and the Spiritual Presence espoused by Paul Tillich. The article delves into human life in all its ambiguities and the quest for the new life under COVID-19. In this article, the creative and destructive realities of science under COVID-19 are explored. Furthermore, psychological issues related to the pandemic are discussed and the religious elements are also discussed. All the above show how under kairoi such as in COVID-19, human actualizations from potentialities manifest in life in the quest for the ultimate. Besides, the work shows that the COVID-19 pandemic has led to scientific creations which would have never been explored for many years. In the intervening time, potentially, it raises concerns about human safety. The work also reveals how psychological wellness has been attained by some while the majority struggle to be whole under COVID-19. Additionally, in this article, there is a view on how the profane threatened the religious and how the demonic manifested in church and state. It further demonstrates that the Spiritual Presence present in secular or human institutions must be engaged to resolve the ambiguities in life generated by COVID-19.

Keywords: Kairos, Ambiguity, Spiritual Presence, COVID-19, Paul Tillich
Impact Of COVID-19 Pandemic On The Pattern Of Azithromycin Prescribing; A Review
Authors: Dar-Odeh Najla , Osama Abu-Hammad  , Nebras althagafi  , Shaden Abu-Hammad  , Rawah Eshky  , Ismail Abdouh  , Mona Aboelnagga  , Abdalla Abu-Hammad
Published: June 2022

Objective: Emergence of COVID-19 infection and its persistence globally for three years in a row (2020-2022) entailed several modifications in healthcare services, among which drug prescribing was an important outcome. This review aims to highlight changing trends in azithromycin prescribing during pandemic years.
Methods: PubMed database was systematically searched for combinations of the following keywords: Antibiotics; Antimicrobial resistance; Azithromycin; COVID-19.
Results: A total of 12 articles were included in this review. All included studies demonstrated a notable increase in azithromycin consumption during COVID-19 pandemic in Spain, Brazil, USA, India, Croatia, and Jordan. Healthcare systems worldwide should be prepared to address anticipated outcomes of increased azithromycin use particularly possible changing trends in azithromycin resistance, and systemic side effects of the drug.
Activity of Lepidium meyenii Walp (purple maca) in immunosuppressed Oryctolagus cuniculus (albino rabbits)
Authors: Alvarado Angel T. , Navarro Carlos , Pineda Mario , Villanueva Laura , Muñoz Ana María , Bendezú María R. , Chávez Haydee , García Jorge A.
Published: June 2022

Various properties are attributed to “maca”, including immunomodulatory properties due to its secondary metabolites such as macamides, glucosinolates, isothiocyanates and flavonoids. Immunosuppression, hemolytic anemia, and thymic involution were induced with cyclophosphamide. Three concentrations of doses of dehydrated hydroalcoholic extract of purple maca (EHADM) were used for 30 days, the analysis of variance and Duncan’s multiple comparisons test the results are statistically significant (p<.05) which shows immunostimulatory activity in the marrow bone (monocytes, lymphocytes and white blood cells) and antianemic (hematocrit 31%) compared to the negative control group (G-1). At 84 mg/kg and at 167 mg/kg, it shows immunomodulatory activity on the humoral response in 66.70% of the experimental animals (G-3 and G-4). It is concluded that the dehydrated hydroalcoholic extract of purple maca presents immunostimulating and immunomodulatory activity on the humoral response in 66.7% of theOryctolagus cuniculusinduced to immunodeficiency with cyclophosphamide.
Digital Technology
Authors: Geada Nuno
Published: June 2022

Today we are faced with a different way of teaching and learning. On the one hand, virtual teaching proved to be the solution to continue learning, with new ways of sharing content, greater interaction, and almost immediate responses. Students realized that they are able to be more independent than they thought in acquiring knowledge and have greater freedom to learn. Teachers took on a new role as mediators and facilitators of content. Everyone had to learn to innovate. And the biggest effort was, without a doubt, getting everyone to follow along. In the face of this unexpected crisis, technology was the salvation and changed the classroom forever. The pandemic caused by COVID-19 accelerated the digital transformation in the education sector, and there are changes that are here to stay. Technology will be more present in the classroom; it will coexist. However, everything would have been more effective if teachers and students had had the time and resources to prepare themselves.
Assessing Student Experience of Online Learning and Identifying the Components and Activities Needed for Effective Online Learning Environments
Authors: Sharma Meenakshi , Dwivedi Alka
Published: June 2022

Online/blended teaching and learning practices are being implemented worldwide and gaining adoption among the students over the years to meet the demands of the changing environment. However, there is a need to understand whether the students are responding to this change and what their perception towards online/blended courses is. This study attempts to understand the student experiences, both good and bad, in blended/online learning and the components and activities they expect in an online learning environment. The study identifies critical success factors of effective online environment in higher education institutions and universities. To measure student experience and satisfaction, primary data of 1649 students were collected from different schools in higher education. The results of the study can be used by academics, corporate, and consumer fields to introduce innovative content and delivery strategies towards a student-centric approach, which would further increase student acceptance of online learning environments.
An Overview of Emerging Technology Perspectives for Educational Active Methodologies
Authors: Jamil George Leal
Published: June 2022

Education and educational processes will always be critical to analyze and study. They are the base for social and economic changes in all human history. In these times, education faces several challenges to continue to offer its services and then produce the needed evolution and changes for our societies. For this purpose, educational active methodologies were conceived and proposed, developed to address new roles for teachers, managers, and students. As a powerful association, these propositions found, in the market, a relationship with emerging technologies, which reached the common user in some routine presentations, such as digital marketing and e-commerce. This chapter presents a study regarding the application of modern tech resources for active methodologies, promoting a sense of this new paradigm. This perspective can result, for this chapter, as being one productive contribution for additional studies and planning abilities, as this association of engaging methodologies and emerging technologies is still on its way and can produce more positive results.
New Communication Strategies and the Future of Advertising Narration
Authors: Koçyiğit Murat
Published: June 2022

Nowadays, almost all consumers use social media platforms. Therefore, many consumers share their brand-related experiences on online platforms. Social media platforms have changed the way consumers communicate. It offers consumers the opportunity to contribute to the debate. By means of online media, individuals are no longer just content consumers. Online media users are both content-producing and prosumer. Hence, the prosumer, which produces the content itself and consumes itself, provides the multiple uses in the mass market. It has a comprehensive impact on the purchasing decisions of other consumers. Developing and changing communication technologies are to provide the development of new communication strategies. Moreover, Web 3.0 technology, the third level on the Web, is used by semantic web consumers. Web 3.0 (semantic web) technologies combine information. Semantic Web improves the web experience and makes it more relevant to their search. Web 3.0 stands out with its ability to share meaning and run useful and entertaining web applications.
Event Management in Social Media
Authors: Seyfi Murat
Published: June 2022

This chapter describes how through globalisation and developments in communication technologies, the lifestyle of people has changed and developed as well. Now, events are re-designed with communication tools and are becoming an important part of social life. This study aims to determine and evaluate the factors affecting perceptions of the audience who take part in events realized via Facebook, or on another online platform. Since this study is implemented through a social media communication device, on an on-line platform, it differs from other studies and gives this area a new perspective. Data acquired from questions were prepared to test the hypothesis of the study were analysed by doing factor analysis and regression tests. The acquired results were discussed.
Digital Moms
Authors: Treviño Teresa
Published: June 2022

Given the rise of new technologies and the resultant changes in consumer behavior, marketing practices need to evolve, which requires organizations to rethink their strategies. Having a digital marketing strategy can establish a direct dialog with customers, thereby increasing knowledge about customers, suppliers, and partners, as well as building, consolidating, and maintaining brand awareness. However, little is known about the attitudes and perceptions of consumers toward popular digital marketing tools that can strategically be used in an integrated digital marketing strategy. Therefore, the objective of this research is to understand the perceptions of digital moms toward technology and digital marketing strategies. Following a qualitative and interpretative approach, the results contribute to the literature by (1) addressing the symbolic meanings that technological tools have in the lives of this group of consumers and (2) providing insights on how different digital marketing strategies commonly implemented by brands are perceived by digital moms.
Effects of Social Media Marketing Strategies on Consumers Behavior
Authors: Singh Shamsher , Saluja Deepali
Published: June 2022

In the information age, social media is growing rapidly and at a faster pace. Social media is playing an important role in the day-to-day life of individuals. Using social media has become the everyday routine. Many social media sites display different types of advertisements by which the decision-making process is generally getting affected. Social media is much more than just a medium of sharing information. The present study is an attempt to understand how social media affects the decision-making process of consumers and the impacts of various marketing strategies used by firms on social media. The study employs the survey method to collect primary data from 200 customers who have been regularly using social media. Factor analysis and ANOVA has been used to gain insights in the study. The selected respondents are assumed to represent the population in the urban areas of Delhi.
Digital Demands Convergence of Strategies, Media, and Messages
Authors: Harvey Kenneth E. , Sanchez Luis Manuel Pazos
Published: June 2022

Even before the world wide web, integrated marketing communications (IMC) was gaining acceptance across all fields of business and industry. However, the explosion of online and mobile marketing has caused a convergence of marketing strategies at the same time that all forms of media are converging onto digital platforms. This has become more than just a “Digital Age.” For marketers it is the age of multimedia, the age of coordinated omnichannel communications with an increasing emphasis on mobile, the age of personalization, and an age that blends free and friendly inbound marketing with paid advertising that looks more and more like the organic content that surrounds it. This chapter explores the ongoing impact of the convergence of media, strategies and technologies on the 4 P's of the traditional marketing mix.
Enhanced Event Detection in Twitter Through Feature Analysis
Authors: Dharini Ramachandran.  , Parvathi R.
Published: June 2022

The Digital era has the benefits in unearthing a large amount of imperative material. One such digital document is social media data, which when processed can give rise to information which can be helpful to our society. One of the many things that we can unearth from social media is events. Twitter is a very popular microblog that encompasses fruitful and rich information on real world events and popular topics. Event detection in view of situational awareness for crisis response is an important need of the current world. The identification of tweets comprising information that may assist in help and rescue operation is crucial. Most pertinent features for this process of identification are studied and the inferences are given in this article. The efficiency and practicality of the features are discussed here. This article also presents the results of experimentation carried out to assess the most relevant combination of features for improved performance in event detection from Twitter.
Social Media Usage in Online Consumer Decision Process and Buying Behaviour
Authors: Andoh-Quainoo Lydia
Published: June 2022

This chapter examines the usage of social media in predicting consumer buying process. A mixed method approach has been applied, a cross sectional survey and in-depth interviews were conducted in three universities in Ghana. The responses were collected from individuals in the age group of 18 -30. Data was analysed using Logistics Regression and Thematic analyses. The findings revealed that the social media behaviour of young consumers could significantly influence their behaviour at the pre-purchase information search and evaluation levels. The findings suggest young consumers are more likely to use social media for marketing activities such as purchasing, hence industries should redirect more activities towards this digital channel. This implies that social media is driving young consumers into e-commerce and that presents a huge opportunity for business and marketers.
The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing
Authors: Hossain Syed Far Abid , Shan Xu , Qadeer Abdul
Published: June 2022

The purpose of this paper is to ascertain the contemporary role of mobile phones in value co-creation through social media marketing. How mobile phones, in particular, smartphones with the help of numerous social media generate value co-creation, is the key objective of this study. A random sampling method was used to conduct a survey in different universities in China to identify the role of mobile phones in value co-creation. Findings from primary data collection indicated that mobile phones play a vital role in value co-creation because of the extensive use of social media. If value co-creation through social media marketing develops with the help of producers, suppliers and other intermediaries with the necessary technology and trust, the society, as well as customers, may enjoy a unique way of shopping. Future studies with mixed methodology and respondents who use different social media as a tool to generate value co-creation may shed light on the undiscovered phenomenon of social media marketing in the context of the mobile phone.
Twitting for Talent by Linking Social Media to Employer Branding in Talent Management
Authors: Pandita Deepika
Published: June 2022

This paper reconnoiters and gives importance to how social networking has been tactically applied as a current means by many companies for branding their companies and inventive talent acquisition approaches in India. This research backs to the arenas of the domain talent management and has crucial suggestions for industry practitioners concerning the practicality of social network websites (SNWs) to organizational branding, talent management. Interviews were taken, which was a qualitative way of getting responses from 78 focussed group discussion with HR professionals working in information technology companies (IT). Later the data was analysed to their talent acquisition techniques that endorse the increasing consumption of (SNWs) social networking websites as part of their talent strategy.
Carnivalesque Theory and Social Networks
Authors: Kalaman Sefer , Batu Mikail
Published: June 2022

Carnivalesque theory has been used as a model and a structure in the works carried out in many fields such as communication, literature, and sociology. In fact, Carnivalesque appears in many environments/areas, particularly in the social networks, which are the manifestation of social life. This chapter examines social networks in the context of carnivalesque theory to reveal facts of carnivalesque in Twitter. Content analysis technique was used in the research. Research data came from 10 Twitter accounts which have a maximum number of followers in Turkey. These data were analyzed and examined in terms of grotesque, dialogism, carnival laughter, upside-down world, marketplace, and marketplace speech belonging to the carnivalesque theory. According to the findings, the structure of Twitter, which is one of the most popular social networks in Turkey, is largely similar to the structure of the carnival and features of carnivalesque theory.
Paradigms of Public Relations in an Age of Digitalization
Authors: Al-Jenaibi Badreya
Published: June 2022

This study explores the uses of social media in public relations (PR) departments in the United Arab Emirates (UAE). It seeks to lay the basis for understanding the place of social media in the UAE and to contribute to the analysis of the issue of social change in the PR offices. The chapter assesses the state of PR in the UAE in relation to global media and highlights needs in this area for both public and private enterprises. Presenting interview data taken from a cross section of 40 organizations throughout the UAE, it addresses perceptions of benefits, challenges, public acceptance, and future strategies of social media in relation to global SM as whole. It finds that barriers to the use and acceptance of SM in PR have mostly been lifted.
Speed of Use of Social Media as an Antecedent of Speed of Business Internationalization
Authors: Rialp-Criado Josep , Alarcón-del-Amo María-del-Carmen , Rialp Alex
Published: June 2022

Despite various advances in international business and entrepreneurship literatures and increasing interest in speed of internationalization mainly among international entrepreneurship scholars, the relationship between the use of social media and the internationalization speed of the firm remains poorly investigated. This article presents the reflective construct “speed of use of social media” and proves its positive effect on the third order formative construct “speed of internationalization.” Furthermore, using multi-group analysis, the article demonstrates that this effect is moderated by the industry where the company performs (business-to-customer vs. business-to-business) and its export intensity, but not by the size of the firm. The results obtained open an interesting area for further research in the role of Web 2.0 and social networking in future knowledge management systems of international new ventures companies.
How Social Media is Transforming Marketing?
Authors: Kırcova İbrahim , Enginkaya Ebru
Published: June 2022

Integrating companies to digital channels is a necessity to build and maintain a competitive advantage in today's market conditions. In the business environment, companies realize that sustainable competitive advantage can be gained only by understanding customers' needs and expectations, developing activities that meet their demands, ease their work, and engage them to the brand to create difference and value. Success in marketing will be driven by an effective communication and consumer experience. Marketing and brand managers are in the process of determining how social media tools impact them and what their digital transformation approach and communication strategy should be. This chapter examines the importance of social media for companies and benefits of social media on the performance of marketing processes that enable better communication, planning, and execution from consumer engagement to consumer purchase.
Playfulness in Online Marketing
Authors: Vuorela Taina , Alatalo Sari , Oikarinen Eeva-Liisa
Published: June 2022

This article explores different challenges and opportunities of using humour and playfulness in online marketing. Humour has been investigated intensively in marketing, especially in advertising, yet there is little knowledge of the challenges and opportunities in online marketing faced by practitioners. This study analyses key studies conducted in the context of a unique case: a Finnish research project exploring humour as a strategic tool for companies. These studies can provide emerging insights of humour in online marketing which are relevant for practitioners: humour as a transformational appeal, individual differences related to humour appreciation, role of storytelling and playfulness in blogging and challenges related to use of humour such as credibility.
The Role of Social Media in Event Marketing
Authors: Serin Karacaer Serap
Published: June 2022

Activities, which include events that are not all intangible, include large-scale service components, and hence, their marketing includes service marketing. From this point of view, it is possible to state that it is very difficult to market activities that the participants cannot take home and consume physically. In this context, it is very important that the event marketing activities convey the feeling to the target audience that they will have fun and be entertained. Therefore, social media is one of the most important tools used in the effective transfer of the organization to the target audience within the scope of event marketing activities. As the most effective current communication and interaction tool, social media has become the most important tool for event marketers who are trying to appeal to large audiences and promote a certain destination, product, or service.
Brand Humour Advertisements on a Social Network Platform and Their Impact on Online Consumer Engagement
Authors: Akbar Tooba Ali , El-Gohary Hatem
Published: June 2022

Past studies on humour have predicted that the right humour technique can attract attention and lead to organic engagement from the viewer. However, limited research has been conducted concerning the use of humour by brands on social media. Based on Speck's taxonomy of humour, this research aims to clarify whether online brand humour advertisements have an impact on consumer engagement on a visual social media platform like Instagram. This chapter analyses the influence of comic wit and satire on product involvement, brand familiarity and gender, and their impact on online consumer engagement on the social network platform. A survey was developed and distributed online and a total of 216 participants from Qatar voluntarily filled out the questionnaire. Data was then analysed using SPSS and structural equation modelling. Results provide evidence that both humour techniques have a significant impact on consumer engagement when product involvement is mediating their relationship. Managerial implications of the results and future research prospects are also discussed.
Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing
Authors: Ozgen Pelin , Mahmoudian Amir Behrad
Published: June 2022

In the era where credibility of advertisements is decreasing and people are spending more time in social media compared to traditional channels, it is no surprise that marketing professionals employ social media as a new channel for communication. In this new media for communication, the conventional advertising techniques are also coupled with alternating methods such as product placements. In the light of these relatively new applications, the purpose of this study is to examine the effectiveness of marketing communications in social media under different message sources (celebrities vs. influencers) and with different message presentations. In order to serve that purpose, a 2X2 between subjects experiment is modelled with 399 respondents. The results show that a product is better advertised by an influencer rather than a celebrity and type of the blog post had no significant impact on the purchase intention.
Digitalization of Labor
Authors: Yegen Ceren
Published: June 2022

The digital culture created by the new media shows itself in most of today's everyday life practices. Displacing the social structure, the digital culture also led to the digitalization of labor. In fact, while many products can be sold through Instagram today in Turkey, there are lots of accounts (pages) where handmade products (blankets, baby clothes, bags, pencil cases, etc.) are sold and many women who contribute to family budget, as well. Thus, the subject of this research is to study the knitting accounts which belong to the women making sales through Instagram. That way, it has been aimed to understand that how labor becomes digitalized by Instagram. The accounts which are making sales through Instagram and will be studied in the research are as follows: orgu.battaniyemmm, bebek_orgu_evi, and orgu_sepeti. Within the scope of this research, semi-structured in-depth interviews will be made with the owners of mentioned accounts, and through these accounts, it will be revealed that how digital culture makes labor a commodity and how digitalizes it.
Integrating Social and Mobile Media in Environmental Marketing Communications in China
Authors: Yang Kenneth C. C. , Kang Yowei , Wang Ren-Ping
Published: June 2022

The rapid rise of China as an economic and geo-political superpower has been accompanied with its environmental causalities. According to World Health Organization, more than one million Chinese die of air pollution each year. Non-profit conservation organizations, foreign or domestic, have launched environmental marketing communications campaigns to address these problems. This chapter describes and explores the role of mobile social media in conducting environmental marketing communications in China. Using Rare's Pride Campaign in Yangtze River and other environmental conservation organizations to protect endangered species and natural resources as examples, this chapter demonstrates the benefits and limitations of mobile and social media in promoting environmental causes in China. Discussion, implications, research limitations, and future research directions were presented.
Social Media in Micro-Enterprises
Authors: Vatanasakdakul Savanid , Aoun Chadi , Putra Yuniarti Hidayah Suyoso
Published: June 2022

Social media is increasingly gaining traction as a valuable tool for small business. This is particularly the case in micro enterprises in the Indonesian retail industry, where adoption is anecdotally increasing, but with little understanding of the factors enabling such adoption. Consequently, this study proposes a research model derived from the Unified Theory of Acceptance and the Use of Technology and extended by integrating the task-technology-fit framework, along with price value propositions. Online surveys were sent to micro enterprises operating in the Indonesian retail industry with 153 valid responses received. Data analysis used structural equation modelling with SmartPLS 3. The results show that price value and task-technology-fit are perceived as significant factors for influencing positive attitudes towards the adoption of social media among micro enterprises. In addition, attitude and facilitating conditions were found to have a significant influence on intention to adopt social media. These findings hold import implications to theory and practice in this nascent field of research.
Understanding the Psychology of New Media Audiences From a Marketing Perspective
Authors: Nagpal Amit
Published: June 2022

Do new media/online audiences have similar psychology and behavior as offline audiences or is it different? If yes, why is the psychology and behavior of new media audience different from traditional media? Why do marketers need to understand new media user psychology to be effective? Let us look at some of the aspects of psychology of new media users and corresponding actions which marketers need to take. For example, in the case of increased tendency for social comparison, consumer behavior-social media has increased the human tendency for social comparison. It is easier to compare lifestyles on Facebook and Instagram, for example, and the users may also seek reassurance from other users. The impact of such comparison on social networking sites is likely to have primary influence of first degree network and secondary influence of second degree network. Marketing actions-advertisements and content can be created keeping in mind the human tendency for social comparison.
The Effect of Social Media on Hotels' Business Performance in the Lebanese Hotel Sector
Authors: Halawani Firas Mohamad , Soh Patrick C.H. , Muthaiyah Saravanan
Published: June 2022

While many studies on social media from users' perspectives have been conducted, less attention has been paid to the effect of social media on organizations' performance, particularly among hotels. The aim of the study is to investigate the effect of social media on hotels' business performance in the Lebanese hotel sector. In this study, a structural equation modelling method has been used for data analysis. The survey data was gathered from a sample of 146 hotels in Lebanon. Data analysis results demonstrate the positive and significant relationship between social media characteristics (visibility and association but not editability) on hotels' business performance. The findings present valuable implications for hotel managers to direct their social media strategy and to capitalize on the possible benefits of social media to increase the business performance of hotels. In addition, the findings could also provide useful insights into other business sectors that have an intention to invest in social media.
Impact of Social Media on Consumer Purchase Intention
Authors: Kumar Anil , Sharma Nagendra Kumar
Published: June 2022

In the current scenario, social media play a key role for the customers because the content generated by users through social media has a great influence on their purchase intention. The objective of this study is to examine the impact of social media factors that influence the student's purchase intention through social media. Three factors, namely trust, perceived usefulness, and social commerce construct, were tested and examined the impact on purchase intention of the students. Data were gathered from 240 undergraduate and postgraduate students. Structural equation modelling was used to get the results from the data. The outcomes of the data analysis show that majorly prevailing factor that influences the purchase intention of young consumers was consumer trust via social media interface. Further, that is followed by social commerce construct and perceived usefulness. Furthermore, it has also been found that all the constructs are positively associated with purchase intention. In the end, practical implications, limitations, and future research scope of this study were discussed.
The Impact of Social Media Marketing on Brand Trust and Brand Loyalty
Authors: Sohail M. Sadiq , Hasan Mehedi , Sohail Azlin Fathima
Published: June 2022

Social media gives firms a better platform to promote and build brand trust and loyalty. The objective of this study is to develop and validate a conceptual model that integrates the relationships among social media marketing elements, brand trust, and brand loyalty. Data was collected from 242 social media users in Saudi Arabia and the model was tested by employing structural equation modelling using SPSS and AMOS. The model was tested using a two-stage process, model evaluation and testing the significance of the model. Results of the hypotheses tests reveal that brand communities, entertainment, interaction, and customization features have a significant and positive relationship with brand trust and brand loyalty. The findings of this study provide a guide to social media marketers to build brand trust and loyalty.
How Does Culture Impact Customer Evaluation in Online Complaining?
Authors: Sengupta Sanchayan
Published: June 2022

This article investigates how customers' cultural orientation impacts their service evaluations when complaining online on social media. Two separate scenario-based experimental studies were conducted using non-student samples from two culturally diverse countries (Germany and India). Study 1 using 83 participants from Germany and 83 from India shows that when causal explanations for service failure are given, individualists have higher perceived justice. Study 2 with 81 participants from Germany and 82 from India shows that when cognitive control is given through regular updates during service recovery to high uncertainty avoidance seekers, they show higher perceived justice. The three independent justice dimensions positively influence recovery satisfaction, with informational justice showing the strongest impact, followed by procedural and distributive justice. This research thus contributes to the nascent literature in social media complaining. Managers of online service organizations can benefit from these findings when developing their complaint management strategies.
Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers' Purchase Intentions
Authors: El-Baz Basma El-Sayed , Elseidi Reham Ibrahim , El-Maniaway Aisha Moustafa
Published: June 2022

Electronic communication has become an essential part of consumers' everyday lives. Consumers rely on the internet as an alternative source of information pertaining to brands that can be accessed easily. As a result, electronic word of mouth (e-WOM) has become a force to be reckoned with that needs to be understood in order to be properly managed. This research investigates how the credibility of the brand as a source of information might be influenced by consumers' engagement in e-WOM and whether this influence subsequently reflects on their purchase intentions. The research findings indicate that indeed there is a relationship between e-WOM and brand credibility that reflects both directly and indirectly on the consumer's purchase intentions. Based on this, several recommendations are developed to help managers navigate their online presence in a way that specifically suits their consumers' internet usage patterns, in order to effectively manage available e-WOM on their brands.
The Impact of Enhancing Social Media Marketing Knowledge on Customer Attraction and Engagement for University Organizational Growth and Development from the TRACK Theory
Authors: Sambo Glenton Khulani , Musundire Austin
Published: June 2022

The purpose of this study was to investigate the impact of integrating social media in the marketing strategy for customer attraction and engagement in universities in order to solve challenges associated with marketing strategies for student attraction and community engagement in the context of the University of Mpumalanga in South Africa. A descriptive correlational research design was used in the study. Fifty sales and marketing employees, 50 departmental lecturers, and 100 students randomly selected within the Mpumalanga University responded to the questionnaires. The results indicated that there is a positive impact of applying technological social media-based marketing content knowledge (TSMBCMCK) framework on student attraction and recruitment and community engagement. It is therefore recommended to adopt and apply the technological social media-based marketing content knowledge framework to enhance marketing strategies within universities.
Digital Advertising Narration and Online Reputation Management
Authors: Koçyiğit Murat
Published: June 2022

Consumer behavior is a human behavior. Therefore, every factor influencing the consumer also affects buying behavior and preference. Thus, the messages in the digital advertising narrative can affect the attitudes and behaviors of the consumers by moving the emotions. The digital advertising narrative is increasing the interaction between the customer and the brand. In this direction, digital advertising messages make consumers the brand's fan or follower. The digital advertising narrative increases the attention of the consumer. The brand is increasing interest. Also, digital advertising increases the familiarity to the brand and contributes to the online reputation. By means of online platforms, consumers have become a brand's reputation support. Digital advertising narrative increases the memorability of brand messages. It convinces and informs the consumer. In addition, it must be compatible with the value judgments of that consumer. In this respect, the brand can provide significant contributions to online reputation management.
Trends in Digital Marketing Capable of Attracting Millennials
Authors: Fonseca Patricia Duarte Rosa da , Gustavo Nuno
Published: June 2022

Comprehending how the new tourist travels and how they search for information is a crucial step for all brands and marketeers. As a result, the analysis of new trends in tourism due to the use of social media, specifically Instagram and the use of digital influencers in marketing strategies, is the prevalent theme of this chapter since these new advances cannot be ignored if a business/destination aims to keep their competitive advantage. The analysis used was based on Quivy's model, through an online questionnaire. The results then showed a positive impact of Instagram's influencers on consumer travel behaviour, in particular when it comes to brand awareness.
The Role of Social Media in Accelerating the Process of Acculturation to the Global Consumer Culture
Authors: Dutot Vincent , Lichy Jessica
Published: June 2022

This article highlights the role of social media in the context of global consumer culture by showing consumers' perceptions regarding social influence, social networks, cultural novelty and economic rewards. If focuses on the mediating role of social media in the acculturation to the global consumer culture (AGCC). This article develops and tests a conceptual model integrating new antecedents of AGCC. Based on the 322 answers to an online survey targeting international students and consumers, smart PLS software and structural equation modelling are applied to assess the causal relationships among the constructs. The findings show that (1) social network, social influence, cultural novelty and economic rewards significantly accelerate the process of acculturation and that (2) social media plays a mediating role on social networks, cultural novelty and trust. This article offers a substantial contribution to related theory by developing and testing a social media-based model that provides a more comprehensive view of the process of AGCC.
Why Should the Business Community and Organizations Leverage Social Media to Demonstrate Their Corporate Social Responsibility (CSR) Commitment?
Authors: Sheikh Salim
Published: June 2022

Social media is a great asset for developing a sustainable brand strategy that goes hand-in-hand with CSR. The role of social media cannot be ignored; we live in a customer-centric and highly connected world where consumers vote with their wallets, supporting companies that demonstrate concern for employee welfare, community development, environmental sustainability, and human rights. As the adage goes, “There's power in numbers,” and social media provides companies—who actively engage—with an influential, built-in network of passionate consumers that become followers of a brand when interested in what it's doing. By way of example, real-life case studies are presented that demonstrate the role social media platforms may play to showcase the strides that a company has made for a cause, whether this means funds donated, awareness raised, consumers reached, beneficiaries helped, communities improved, etc.