Search Results (233)

Social media promotion of harmful products (e.g., combustible tobacco) poses a public health threat. However, strategies that amplify exposure to and engagement with such content remain understudied. This study aims to characterize strategies boosting cigar, little cigar, and cigarillo (CLCC) marketing visibility, referrals, and engagement on Instagram. Using keyword rules, we collected publicly available CLCC-related Instagram posts from CrowdTangle for a six-year period from August 2016 to October 2021. Posts were categorized as commercial (e.g., posts by tobacco brands or vendors) or organic and were coded for consumer engagement (CE) strategies (e.g., presence of prompts to like/share) using a combination of machine learning methods and human coding. Temporal engagement trends were analyzed using metadata. A total of 320,488 CLCC-related public posts were collected, with 44.6% (n = 142,875) identified as overtly commercial. Of these, 33.5% (n = 47,832) contained CE cues, including discounts and giveaways for tagging peers, liking, commenting, or following CLCC brands and spokesperson/influencers accounts, as well as calls to participate in contests and polls. Overtly commercial CE messages consistently garnered more comments per post and likes per post than non-CE commercial posts. There was a significant upward trend in the rate of comments on CE posts, suggesting growing effectiveness in eliciting user interaction. The proliferation of and high level of engagement with cigar-related promotional messages on Instagram demonstrate the need for public health surveillance and regulation of the evolving strategies promoting CLCC marketing exposure, reach, and engagement on social media. Full article

Background/Objectives: Dental practice, particularly aesthetic dentistry, has been extensively promoted through social media. The widespread advertisement of dental procedures via social media may influence young patients’ perceptions of the dentist’s professional role and potentially alter the dynamics of the doctor–patient relationship. Our study aimed to examine young dentists’ perspectives on ethical considerations associated with aesthetic dental procedures marketed on social media, and to identify appropriate professional responses to such situations. Methods: A cross-sectional study was conducted at Iuliu Haţieganu University of Medicine and Pharmacy in Cluj-Napoca, Romania, between July and September 2022. Data was collected using four case-based scenarios designed to elicit ethical reasoning. Results: Around 60% of participants identified ethical concerns related to patient requests for aesthetic dental procedures and demonstrated an ability to determine appropriate professional conduct in these contexts. The shift in the dentist’s role—from health care provider to service provider—driven by patient demands for cosmetic treatments was the primary concern perceived by the participants. Conclusions: Most participating young dentists were able to recognize ethical issues surrounding aesthetic dental requests influenced by social media and to adopt a considered professional response. Our findings highlight the need for reinforced ethics education and guidance in navigating social media’s influence on dental practice. Full article

In the attention-driven environment of online video platforms, understanding the factors that influence content selection and channel subscriptions is crucial for creators, marketers, and platform managers. This study investigates how thumbnails, view counts, video length, genre, and the number of advertisements affect user decision-making on YouTube. Grounded in random utility theory and reference-dependent preference theory, this study conducted a choice experiment with 525 respondents and employed a combined model of rank-ordered and binary logit methods to analyze viewing and subscription behaviors. The results indicate a significant preference for thumbnails with subtitles and shorter videos. Notably, we found evidence of reference-dependent effects, whereby a higher-than-expected number of ads decreased viewing probability, while a lower-than-expected number significantly increased subscription probability. This study advances our understanding of the factors that influence user behavior on social media, specifically in terms of viewing and subscribing, and empirically supports prospect theory in the online advertising market. Our findings offer both theoretical and practical insights into optimizing video content and monetization strategies in competitive social media markets. Full article

Certain industries will bear a disproportionate share of the burden of climate change. Climate change risk perceptions can impact workers’ mental health and well-being; increased climate change risk perceptions are also associated with more favourable adaptive attitudes. It is, therefore, important to understand whether climate risk perceptions differ across workers between industries. We conducted an online survey of British Columbians (16+) in 2021 using social media advertisements. Participants rated how likely they believed their industry (Natural Resources, Science, Art and Recreation, Education/Law/Government, Health, Management/Business, Manufacturing, Sales, Trades) would be affected by climate change (on a scale from “Very Unlikely” to “Very Likely”). Ordinal logistic regression examined the association between occupational category and perceived industry vulnerability, adjusting for socio-demographic factors. Among 877 participants, 66.1% of Natural Resources workers perceived it was very/somewhat likely that climate change would impact their industry; only those in Science (78.3%) and Art and Recreation (71.4%) occupations had higher percentages. In the adjusted model, compared to Natural Resources workers, respondents in other occupations, including those in Art and Recreation, Education/Law/Government, Management/Business, Manufacturing, Sales, and Trades, perceived significantly lower risk of climate change-related industry impacts. Industry-specific interventions are needed to increase awareness of and readiness for climate adaptation. Policymakers and industry leaders should prioritize sectoral differences when designing interventions to support climate resilience in the workforce. Full article

Social media platforms have become essential tools for businesses aiming to engage audiences through innovative communication, particularly in the food and beverage industry. This study explores the impact of three core digital marketing strategies, namely, social media advertisements, electronic word of mouth, and digital influencers, on customer responsiveness in the Lebanese food and beverage sector. Based on a cross-sectional survey of 400 participants, the findings reveal that social media advertisements significantly and positively influence customer responsiveness (β = 0.227, p < 0.001). Likewise, electronic word of mouth strongly predicts customer responsiveness (β = 0.453, p < 0.001), affirming the power of customer-generated content in shaping brand perceptions. Furthermore, the presence of digital influencers emerged as a significant predictor of consumer reaction (β = 0.236, p < 0.001), suggesting that consumers regard influencers as credible sources when making food-related decisions. Among all predictors, electronic word of mouth demonstrated the strongest effect. Control variables such as gender, age, and social media usage intensity showed no significant effect on customer responsiveness. These findings underscore the strategic value of rich media content and peer influence in shaping consumer behavior in the food and beverage industry. The study offers practical insights for marketers seeking to enhance customer engagement and brand responsiveness in digital spaces. Full article

In the context of accelerating digitalization, this study investigates how electronic commerce performance is influenced by Web 2.0 instruments in the 27 EU member states. Analyzing literature reviews and performing our own bibliometric review, we identified a gap related to the measurable economic results of e-commerce. The scope of this study was to analyze the relationship between Web 2.0 tools and the level of turnover generated by e-commerce, applying robust econometric models based on panel data regression with random effects and fixed effects (Arellano–Bond). The results highlight that the online paid advertisement and social media usage variables have significant, positive effects on e-commerce performance, confirming the first and second hypotheses. “Use the enterprise’s blog or microblogs” and “use of multimedia content sharing websites” do not influence enterprises’ total turnover from e-commerce sales to a valid and statistically significant extent. Thus, the third and fourth hypotheses are not confirmed by the results of the research conducted, possibly due to limited innovation and platform ownership in Europe. This study makes a notable empirical and methodological contribution, embedding digital sustainability in the analysis, which implies that the findings can be used for updating e-commerce policies. Full article

For the last decade, social networking services (SNS), such as X, Facebook, and Instagram, have become mainstream media for advertising and marketing. In SNS marketing, word-of-mouth among users can spread posted advertising information, which is known as viral marketing. In this study, we first analyzed the time series of user reactions to Instagram posts to clarify the characteristics of user behavior. Second, we modeled these variations using statistical distributions to predict the information diffusion of future posts and to provide some insights into the factors that affect users’ reactions on Instagram using the estimated parameters of the modeling. Our results demonstrate that user reactions have a peak value immediately after posting and decrease drastically and exponentially as time elapses. In addition, modeling with the Weibull distribution is the most suitable for user reactions, and the estimated parameters help identify key factors that influence user reactions. Full article

A growing knowledge base highlights the importance of accounting for a variety of social and structural determinants of health (SDOH) when understanding mental and behavioral health among adolescents and young adults. The objective of the current study is to examine patterns of self-reported SDOH deficits and characterize participant health indicators and social identity across classes. Data is from a cross-sectional national study of young people who were recruited through study advertisements on social media and surveyed online. Data were collected between June 2022 and October 2023. Eligibility included (1) ages 13–22 years, (2) living in the United States, and (3) proficient in English. Health indicators included suicide attempts, suicidal ideation, drug overdose, perceived likelihood of living to age 35, non-suicidal self-injury, recent alcohol use, and depression. Five classes of SDOH deficits were identified: (1) Economic Instability, (2) Low Overall SDOH Deficits, (3) High Social SDOH Deficits (adversity and discrimination), (4) High Economic SDOH Deficits, and (5) High Overall SDOH Deficits. Differences across class by health indicators and marginalized identity were found, with high proportions of gender minority and sexual minority youth in both the High Overall SDOH Deficit group and the High Social SDOH Deficit classes. Black youth were more likely to be part of the High Economic SDOH Deficits class. The findings encourage a public health approach that recognizes that improving the health of today’s young people must be connected to policies that reduce poverty, improve neighborhoods, and increase access to basic goods, services, and healthcare. Full article

In today’s hyperconnected world, disaster announcements—regardless of actual impact—can significantly shape consumer behaviour and brand perception in the hospitality sector. This study investigates how customers respond online to disaster-related signals, focusing on digital marketing activities by luxury hotels in Santorini, Greece. Drawing on a case study of the Santorini Earthquake in February 2025—during which the Greek government declared a state of emergency—we use big data analytics, including web traffic metrics, social media interaction and fuzzy cognitive mapping, to analyse behavioural shifts across platforms. The findings indicate that disaster signals trigger increased engagement, altered sentiment and changes in advertising efficiency. This study provides actionable recommendations for tourism destinations and hospitality brands on how to adapt digital strategies during crisis periods. Full article

In the increasingly competitive mobile ecosystem, understanding user behavior is essential to improve targeted sales and the effectiveness of advertising. With the widespread adoption of smartphones and the increasing variety of mobile applications, predicting user behavior has become more complex. This study presents a comprehensive framework for predicting mobile payment behavior by integrating demographic, situational, and behavioral factors, focusing on patterns in mobile application usage. To address the complexity of the data, we use a combination of machine-learning models, including extreme gradient boosting, light gradient boosting machine, and CatBoost, along with Shapley additive explanations (SHAP) to improve interpretability. An analysis of extensive panel data from Korean Android users reveals that incorporating application usage behavior in such models considerably improves the accuracy of mobile payment predictions. The study identifies key predictors of payment behavior, indicated by high Shapley values, such as using social networking services (e.g., KakaoTalk and Instagram), media applications (e.g., YouTube), and financial and membership applications (e.g., Toss and OK Cashbag). Moreover, the results of the SHAP force analysis reveal the individual session-level drivers of mobile purchases. These findings advance the literature on mobile payment prediction and offer practical insights for improving targeted marketing strategies by identifying key behavioral drivers of mobile transactions. Full article

Chemophobia—the irrational fear of chemicals—is a widespread phenomenon that challenges scientific literacy, public trust in chemistry, and the progress of innovation, especially in food science industries. Rooted in historical events, cultural influences, and psychological biases, chemophobia has been exacerbated by media sensationalism, misleading marketing, and insufficient education. In food advertising, the rise of terms like “chemical-free” or “100% natural” reflects and reinforces consumer fears, often exploiting misconceptions to drive sales. This article explores the historical and social underpinnings of chemophobia, its manifestations in consumer behavior, and its broader impact on science communication and policymaking. It also outlines actionable strategies for educators, scientists, journalists, lawmakers, and public engagement initiatives to address chemophobia effectively. A comprehensive, multidisciplinary approach is proposed to promote scientific literacy, improve public trust in chemistry, and counteract the cultural narratives that perpetuate chemophobia. Full article

Background: The aim of the study was to determine the impact of social media on the food purchasing decisions and dietary attitudes of Polish consumers. Methods: The research was conducted using the diagnostic survey method, employing an online questionnaire technique CAWI (Computer Assisted Web Interview). A total of 1099 adults participated in the study, including 54.23% women and 45.77% men. The survey data were analysed using multidimensional discriminant analysis. Results: The study demonstrated that social media significantly affects the purchasing decisions of Polish consumers regarding food products. The study indicated that there is a gender difference in the impact of social media. Women more often use SM to gain knowledge about food products and shape their dietary attitudes, and they are more susceptible to marketing content. Conclusions: It seems necessary to regulate online advertising and eliminate excessive advertising, as this form of publication in the media is the most effective and has a significant impact on the purchase of food products by Polish consumers. Unrestricted access to content and lack of regulation lead to misinformation, which can result in erroneous purchasing choices. Full article

Influencer marketing has emerged as a crucial element in digital marketing, significantly shaping consumer behavior and online shopping preferences. This study examined the multidimensional impact of influencer marketing by analyzing engagement metrics, marketing effectiveness, and consumer decision-making processes, based on consumers in the Greek sector. Through a structured methodological framework, the research employed a questionnaire-based survey, statistical modeling, and Fuzzy Cognitive Mapping (FCM) scenarios to assess consumer interactions with influencer-driven content. Findings highlight that while influencer marketing enhances brand engagement and sales, its effectiveness varies based on content authenticity, transparency, and user trust. Additionally, consumer purchasing decisions are influenced by social media visibility, personalized marketing strategies, and digital platform usability. This study underscores the need for strategic influencer selection and information-driven marketing optimization to sustain long-term consumer engagement. These insights provide practical implications for businesses aiming to enhance digital marketing strategies and contribute to the ongoing discourse on social commerce and consumer-centric marketing models. Full article

While speakers of German have adopted many loanwords from other languages throughout history, recent diversification of language use in Germany is mainly driven by the global mobility of English. Previous research has therefore focused on various domains in which English linguistic resources are used, particularly in traditional media and social media communication. Furthermore, many studies on social media communication have also examined English language internet memes more broadly. Despite this plethora of research, little attention has been paid to how English is used in internet memes and reels produced by professional journalists in Germany. Playing a significant role in communication amongst young people, internet memes and reels are used by many German youth media organisations. In particular for youth radio stations in Germany, which have become multimedia outlets, online communication via Instagram is vital for their audience interaction. This paper examines the use of English linguistic resources in a professionally produced Instagram corpus of internet meme and reel captions produced by journalists working for one of the largest youth radio stations in Germany. Data for the analysis of Instagram content were collected as part of the larger ethnographic research project CIDoRA (funded by the European Union). For this project, a mixed methods approach was applied. Methods of data collection and analysis include linguistic ethnography both at the youth radio station and on the station’s Instagram profile page, informal interviews and 20 semi-structured interviews with journalists, and a quantitative and qualitative analysis of 980 meme and reel captions produced for the station’s Instagram profile. Since the youth radio station’s Instagram profile functions as a means of the station’s online self-advertisement, the analysis of this article also draws on a previous study by the researcher. This study analysed possible facilitating factors for the use of catachrestic and non-catachrestic anglicisms in radio station imaging (radio self-advertisement) of six German adult contemporary radio stations. The article therefore includes an analysis of the possible facilitating factors lexical field, brevity of expression, diachronic development of the pragmatic value of lexical items and semantic reasons for the use of English in Instagram content. It thereby explores the differences in anglicism use between these two media formats (radio broadcasting and social media communication) and whether possible facilitating factors for the use of English in adult contemporary radio station imaging are also facilitating factors for the use of English in meme and reel captions produced by the youth radio station. Full article

Social media (SM) platforms allow users to communicate rapidly, exchange information, and create and share real-time content. Currently, 4.5 billion people use social media worldwide, making it an influential part of daily life. Beyond information sharing, social media facilitates communication, transfers information, and serves as a platform for advertising and shaping public opinion. Researchers analyse these aspects to understand and describe societal realities. The primary purpose of this paper is to analyse social media’s impact on global research. The research included an analysis of the most popular social platforms, considering the number of Web of Science (WoS) articles relating to them and the year in which the platform was established or the Monthly Active Users (MAU) factor. Data were collected based on the WoS database in the topic (which contains texts of title, abstract, author keywords, and Keywords Plus) of the articles, where phrases containing names of SM platforms were used. Quantitative research is a type of research that analyses data numerically to find relationships and statistical regularities of searched phrases. The impact of social media on the dissemination of research and findings was analysed based on the results of the study and also on the literature data. This research reveals a lack of correlation between the number of articles indexed in the WoS and the MAU of individual social media platforms. This observation raises an important question: do social media researchers focus on studying the platforms used by the majority, thereby providing a more accurate representation of current social dynamics? This article is helpful for researchers, policymakers, and social media platform developers seeking to understand the role of social media in shaping modern communication and public discourse. The most important finding of the paper is the low correlation between the number of SM users and the impact of social media platforms on learning, as exemplified by the Twitter (Note: Twitter was an American social networking service rebranded as X in 2023. As the period of data analysed in this paper covered the years up to 2022, the authors decided to stay with the name Twitter) platform, which is the 17th largest SM platform but is the 2nd (after Facebook) in implications for science. Full article