Search Results (144)

The influence of social media personalities has grown significantly, especially among youth audiences who spend substantial time on platforms like TikTok. The emergence and popularity of different types of social media influencers accelerated during the COVID-19 pandemic in many countries, including South Africa. In turn, this period also saw a surge in youth audiences following these influencers. This rapid growth of influencer followings among young people is largely driven by specific types of content that resonate with them, thus encouraging continued engagement. However, the benefits that these young followers gain from engaging with various influencers and the factors driving their preferences for specific influencers remain underexplored, particularly within the context of South African students within higher education. Therefore, this study explores the types of social media influencers most followed by university students at a South African University and investigates the key factors that drive their preferences. A structured online questionnaire was distributed, gathering both multiple-choice and open-ended responses from students. The data were analyzed using categorical frequency counts and thematic analysis. The data highlight how students actively turn to influencers as emotional anchors, role models, and sources of practical guidance. Their engagement reflects a deep need for connection, inspiration, and identity formation in a challenging academic and social environment. These patterns show that influencer content is not just entertainment but plays a critical developmental role. Understanding these motivations helps educators, policymakers, and brands to align better with youth values. The significance of these results lies in how influencer content is now coming in to fill the emotional, cultural, and educational gaps left by traditional systems among the young South African university students in this modern era. Full article

This research examines how influencer information spreads and is accepted by consumers, focusing on a Tunisian sample of social media users, and how these effects percolate into consumers’ perception of the quality of cosmetic products. Drawing on the Information Adoption Model (IAM), this study develops a conceptual framework adapted to the social media landscape, particularly the TikTok platform. To test this framework, we conducted a survey targeting 285 consumers using a non-random sampling frame, primarily through Facebook and Instagram. The findings suggest that consumers perceive influencer information as useful when they believe it is credible and of high quality. Interestingly, while high-quality information tends to lead to influencer information adoption, credibility alone does not guarantee adoption. Additionally, our study emphasizes the role of influencer information usefulness in driving its adoption. One notable discovery is the link between influencer information adoption and consumers’ perceptions of the quality of cosmetic products. However, this correlation does not hold equally for both genders, thus suggesting a moderation effect between gender and influencer information processing in this context. Full article

In October 2024, a DANA (Isolated Depression at High Levels) triggered torrential rains across the Valencian Community, causing 227 deaths, severe infrastructure damage, and economic losses estimated at €17.8 billion. In this context of crisis, startups, despite having fewer resources and less experience than large corporations, played a significant role in crisis communication, shaping public perception and operational continuity. This study explores the communication strategies adopted by startups during and after the disaster, focusing on their activity on Instagram, TikTok, and Facebook between October 2024 and January 2025. Using a mixed-methods approach, we conducted a quantitative analysis of digital discourse through the Fanpage Karma tool, assessing metrics such as engagement, reach, and posting frequency. Sentiment analysis was performed using GPT-4, an advanced natural language processing model, and in-depth interviews with startup representatives provided qualitative insights into reputational impacts. The findings reveal that startups which aligned their discourse with the social context, prioritizing transparency and emotional proximity, enhanced their visibility and credibility. These results underscore how effective crisis communication not only mitigates reputational risk but also strengthens the local entrepreneurial ecosystem through trust-building and social responsibility. Full article

The “That Girl” self-optimization trend on TikTok, promoting beauty and productivity, had over 17.4 billion views by August 2024. “That Girl” video clips showcase perfectly organized daily routines, fitness activities, and healthy eating—allegedly to inspire other users to aspire to similar flawlessness. Based on social comparison theory, the “That Girl” archetype serves as an upward comparison target. We expected detrimental effects of viewing “That Girl” content on young women in terms of positive and negative affect and body satisfaction. Expanding other research in this area, possible effects on self-discipline and dieting intentions were explored. Focusing on immediate intraindividual changes, a preregistered two-group online experiment using a pre–post measurement design was conducted. Female participants (N = 76) watched four minutes of either 16 video clips showing “That Girl” content or nature videos (control condition). Mixed ANOVAs provided evidence of a significant adverse influence of watching “That Girl” videos on female recipients regarding all dependent variables with medium or large effect sizes. Post-hoc analyses revealed that these effects were driven by participants who reported upward comparisons to “That Girls”. Based on these results, the positive impact on self-improvement—as proclaimed by contributors of the “That Girl” trend—is critically questioned. Full article

This study investigates the impact of digital technology propagation, specifically artificial intelligence (AI) and the TikTok application, on enhancing student entrepreneurs’ entrepreneurial knowledge, business experience, and the performance of their ventures. This research employs a mixed-methods design, combining qualitative and quantitative elements, with the quantitative aspect analyzed through Structural Equation Modeling–Partial Least Squares (SEM–PLS) and the qualitative aspect analyzed through in-depth interviews with student entrepreneurs. The survey included participation from 125 students, with three additional students serving as key informants. Research findings suggest that AI directly enhances entrepreneurial knowledge and business performance, whereas TikTok indirectly influences business success by affecting the acquisition of entrepreneurial learning. The utilization of AI has a substantial direct impact on entrepreneurial expertise and business performance. In contrast, the utilization of TikTok has a moderate influence on entrepreneurial knowledge, which in turn mediates its effect on entrepreneurial success. Offer practical implications for higher education institutions to integrate AI-driven analytics and social media marketing strategies into entrepreneurship curricula. Future research should investigate the regulatory framework, long-term implications, and the inclusion of other digital platforms to refine the digital transformation of entrepreneurship education further. Full article

Generation Z (Gen Z; born 1997–2012) is reshaping global tourism through digital fluency, ethical awareness, and a desire for authentic, sustainable travel experiences. This study surveys 413 Gen Z travelers across France, Portugal, Romania, and the USA to map their booking behaviors, information sources, transport modes, accommodations, dining practices, and leisure activities. The findings reveal a strong preference for independent online bookings and social-media-influenced destination choices (Instagram, TikTok), with air and car travel being used for long-distance journeys and walking/public transit being used for local journeys. Accommodation spans commercial hotels and private rentals, while informal, local dining and nature- or culture-centered leisure prevail. Chi-square tests were performed to identify differences between countries. To reveal distinct traveler segments and their country’s modulations towards sustainability, a hierarchical cluster analysis was performed. The results uncover four segments: “Tech-Active, Nature-Oriented Minimalists” (32.3% in France); “Moderate Digital Planners” (most frequent across all countries, particularly dominant among Romanian respondents); “Disengaged and Indecisive Travelers” (overrepresented in the USA); and “Culturally Inclined, Selective Sustainability Seekers” (>30% in France/Portugal). Although sustainability is widely valued, only some segments of the studied population consistently act on these values. The results suggest that engaging Gen Z requires targeted, value-driven digital strategies that align platform design with the cohort’s diverse sustainability commitments. Full article

Social media platforms facilitate the dissemination of science and access to it. However, gender inequalities in the participation and visibility of communicators persist. This study examined the differences in reach and audience response between YouTube and TikTok from a gender perspective. To do so, the ten most influential science accounts on YouTube and TikTok were selected, with the sample divided equally between men and women, to conduct a comparative study. A total of 4293 videos on TikTok and 4825 on YouTube were analyzed, along with 277,528 comments, considering metrics of views and interaction. The results show that on YouTube, men received more likes and views, while on TikTok, audience response was more balanced. The participation of women on both platforms also had a differential impact, as the number of women engaging with content on YouTube negatively correlated with interaction levels, whereas on TikTok, their impact was slightly positive. In conclusion, TikTok emerges as a more inclusive space for scientific communication, though structural challenges remain on both platforms, encouraging further research into strategies that promote gender equity in online science communication. Full article

Short videos’ increasing popularity and increased user engagement have sparked concerns about time perception. While studies have linked gaming or watching TV series to time loss, research on short videos’ temporal impact is scarce. This study aims to investigate the impact of short video use on time distortion (including perceptions of time for experimental tasks and weekly usage) through an experimental design. Fifty-six college students were randomly assigned to two time duration conditions (long-duration for 16 min 9 s or short-duration for 5 min 23 s). Participants in both conditions were instructed to watch short videos and read public articles for the same duration and then estimate the time duration of the tasks. Subsequently, participants completed a questionnaire about their estimated and actual weekly short video use and problematic short watching levels. The results showed that the impact of task duration on time perception was significant. Task type had no significant impact on time perception, with no notable difference in time estimation between conditions involving watching short videos and reading. The interaction between time duration and task type was not significant. Additionally, problematic short video watching and the estimated weekly short video use were not significantly related to time distortion. This study contributes to empirical research on time distortion while watching short videos, providing insights for expanding theoretical models of addictive behaviors and interventions for problematic short video use. Full article

This study explores the integration of digital media tools—specifically TikTok, online press news analysis, and digital portfolios—into pre-service chemistry teacher education to enhance student engagement, foster conceptual understanding, and highlight the relevance of chemistry in society. The educational intervention involved 138 pre-service teachers who analysed digital news articles to reflect on the societal and environmental implications of chemistry, promoting media literacy and awareness of socioscientific issues. Additionally, they created short-form TikTok videos, using social media to communicate scientific concepts creatively and interactively. All participants compiled their work into digital portfolios, which served as both a reflective and integrative tool. A post-course Likert-scale questionnaire (N = 77) revealed high overall satisfaction with the methodology, with 94.8% valuing the news analysis activity and 59.7% finding TikTok particularly engaging. Despite some limitations regarding access to technical infrastructure, the findings indicate that incorporating Information and Communication Technology (ICT) in this manner supports motivation, meaningful learning, and the development of key teaching competencies. This case study contributes practical insights into ICT use in science education. Full article

Social media (SM) use and the burden on healthcare systems have concurrently increased, with the latter resulting in longer wait times and higher costs. As a result, more people seem to use social media to access health information (HI). This study explores how SM is used for accessing HI within an under-resourced community. In this mixed methods study, respondents (N = 256) completed online English and Spanish Qualtrics surveys assessing their use of healthcare services and social media, and its use for HI. We also explored respondents’ experience in understanding and using the HI they found on SM. Qualitative inquiries (N = 7) included focus groups and key informant interviews and expanded on the survey results. Results indicated that most participants used SM for HI. Instagram, Snapchat and TikTok were associated with looking up HI before and after receiving care and for health decision-making and for considering treatments or medication after seeing information about these on social media. To create effective messaging that is accepted, relatable and easy to access for the audiences they seek to reach, healthcare organizations must understand how SM is used as a source of HI. Exploring the associations between SM algorithms, health literacy, access to healthcare and SM use can help improve health communication strategies to be used on SM platforms. Full article

Emotional intelligence is a crucial determinant of socioemotional adaptation, psychological well-being and healthy habits in a population, although it has been barely studied in Generation Z. Therefore, the following research objectives were established: (1) to measure the levels of attention, clarity and emotional repair of Spanish university students in teaching undergraduates and (2) to design predictive models of emotional intelligence considering sex, anthropometric measurements, physical activity and the use of social networks as factors. A cross-sectional study was conducted with the involvement of Spanish teaching undergraduates. An online questionnaire integrating sociodemographic questions, the International Physical Activity Questionnaire Short Form, Trait Meta-State Mood Scale TMMS-24 and Social Network Addiction Scale SNAddS-6S were administered. University students exhibited higher levels of emotional attention (30.32 ± 6.08) than those of emotional clarity (28.18 ± 6.34) and emotional repair (28.51 ± 6.02). Most students use X, Pinterest, TikTok, Instagram, YouTube and WhatsApp most days of the week. There are positive relationships between attention and emotional clarity (r = 0.33; p ≤ 0.001), attention and emotional repair (r = 0.18; p ≤ 0.001) and clarity and emotional repair (r = 0.44; p ≤ 0.001). In conclusion, males have higher levels of emotional clarity and emotional repair, but females show higher levels of emotional attention. The model with the highest explanatory power is the one obtained for men’s emotional attention. Full article

Background/Objectives: University students are particularly susceptible to mental health issues, exhibiting a higher prevalence of insomnia and depressive symptoms compared to the general population. These mental problems adversely affect their academic performance and overall well-being. Understanding this issue is essential for developing effective prevention and intervention strategies for the academic community. The present study investigates the complex role of problematic TikTok use and insomnia in relation to depression among university students. Methods: An online cross-sectional survey was conducted between November 2024 and January 2025, involving a sample of 173 university students in Poland. The participants had a mean age of 23 years (M = 23.09, SD = 3.92), with 73.4% being women, and 49% were enrolled in medical and healthcare faculties. The questionnaire comprised a demographic survey, the Patient Health Questionnaire (PHQ-9) for assessing symptoms of depression, the Athens Insomnia Scale (AIS-8) for measuring symptoms of insomnia, and the modified Bergen Facebook Addiction Scale (BFAS) for evaluating problematic TikTok use (PTTU). The hypotheses were verified using Student’s t-test, Pearson’s correlation, and general linear model (GLM) mediation analysis. Results: The study found no significant gender (women vs. men) and faculty (medical vs. non-medical) differences in the level of symptoms of depression, insomnia, or problematic TikTok use. Insomnia, depression, and PTTU were positively inter-related. Insomnia completely mediates the relationship between PTTU and depression in university students. However, these results must be treated with caution due to the uneven gender distribution and cross-sectional nature of these studies, which limits causal relationships. Conclusions: Excessive engagement with TikTok has been associated with an increase in insomnia symptoms, which subsequently exacerbates depression symptoms among university students. Prevention and intervention strategies should prioritize reducing TikTok usage while simultaneously enhancing sleep hygiene and mental health within the academic population, irrespective of gender and university faculty affiliation. Full article

This study examines how social media platforms influence tourism marketing strategies, consumer perceptions, and travel behaviors, addressing their sustainability implications. It aims to evaluate the current state of research on social media in tourism marketing, identify dominant trends, assess empirical evidence of impact, and critically highlight research gaps. The analysis focuses on three core marketing outcomes: destination image, travel intention, and user engagement—and includes a section examining sustainability considerations across environmental, sociocultural, and economic dimensions. The study uses a systematic critical review of 147 peer-reviewed academic articles published between 2015 and 2025, combined with a meta-analysis of 38 quantitative studies that report statistical effect sizes. The meta-analysis uses a random-effects model to compare the influence of different platforms and study contexts. Moderator variables include geographic region, platform type, and methodological design. Findings show that social media marketing has a statistically significant positive effect on destination image (Cohen’s d = 0.61), travel intention (d = 0.54), and user engagement (d = 0.43). The analysis also reveals geographic bias, limited research on emerging platforms, and a lack of longitudinal and ethical inquiry. Findings suggest that tourism researchers and marketers may have to adopt more context-sensitive, interdisciplinary, and ethical approaches. Critical sustainability concerns emerge, including “overtourism”, cultural commodification, digital inequities, and algorithmic biases. Further studies may focus on specific platform-related behaviors, long-term impacts, and integrated online strategies appropriate for global tourism diversity. Lastly, this paper advocates for context-sensitive, interdisciplinary, and ethically grounded approaches to ensure sustainable digital tourism marketing strategies. Full article

Social media refers to digital platforms that enable users to create, share, and engage with content within virtual communities. Platforms like Facebook, X, Instagram, and TikTok have democratized content creation, allowing individuals to share ideas, opinions, and experiences with global audiences. Social media has revolutionized the way information is shared and consumed, offering unprecedented opportunities for learning, engagement, and democratic participation. However, this accessibility comes with significant ethical challenges, particularly centered around the paradox of freedom versus harm—the tension between upholding freedom of expression and mitigating the harms of misinformation, privacy violations, and AI-driven bias. This entry explores the dilemmas and opportunities associated with social media, examining how these platforms shape public discourse, influence consumer behavior, and challenge traditional notions of truth and accountability. It aims to provide policymakers, educators, and platform designers with actionable insights to foster ethical social media environments. Full article

This study investigates how human will is articulated, negotiated, and reimagined within the discourses about Shamanism of Northeast China, with a particular focus on user-generated content from the Douyin platform (Chinese TikTok). Drawing on the data collected from comments between 2020 and 2024, this research employs a triangulated methodology integrating Latent Dirichlet Allocation (LDA) topic modeling, the Discourse–Historical Approach (DHA), and virtual ethnography. In traditional Shamanic belief systems, human will is conceptualized not as purely autonomous, but as inherently relational—interwoven with ecological responsibilities, ancestral spirits, and cosmological forces. While previous studies have explored Shamanism’s cultural and performative dimensions, they have largely overlooked the ethical and philosophical constructs of human agency embedded within Shamanic practices, especially in their digital adaptations. This study reveals that contemporary digital discourse simultaneously preserves, transforms, and commodifies Shamanic concepts of human will. Users express reverence, nostalgia, critique, and playful reinterpretations, demonstrating that digital platforms serve both as spaces for cultural continuity and dynamic meaning-making. By analyzing online discursive practices, this research contributes to a deeper understanding of how indigenous spiritual frameworks negotiate modern visibility, identity, and ethical agency in the digital era. Full article