Search Results (1,382)

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

Social media platforms like Instagram significantly shape destination images and influence tourist behavior. Understanding how different cities are represented and perceived on these platforms is crucial for effective tourism marketing. This study provides a comparative analysis of Instagram content and engagement patterns in Seoul and Tokyo, two major Asian metropolises, to derive actionable marketing insights. We collected and analyzed 59,944 public Instagram posts geotagged or location-tagged within Seoul (n = 29,985) and Tokyo (n = 29,959). We employed a mixed-methods approach involving content categorization using a fine-tuned convolutional neural network (CNN) model, engagement metric analysis (likes, comments), Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis and thematic classification of comments, geospatial analysis (Kernel Density Estimation [KDE], Moran’s I), and predictive modeling (Gradient Boosting with SHapley Additive exPlanations [SHAP] value analysis). A validation analysis using balanced samples (n = 2000 each) was conducted to address Tokyo’s lower geotagged data proportion. While both cities showed ‘Person’ as the dominant content category, notable differences emerged. Tokyo exhibited higher like-based engagement across categories, particularly for ‘Animal’ and ‘Food’ content, while Seoul generated slightly more comments, often expressing stronger sentiment. Qualitative comment analysis revealed Seoul comments focused more on emotional reactions, whereas Tokyo comments were often shorter, appreciative remarks. Geospatial analysis identified distinct hotspots. The validation analysis confirmed these spatial patterns despite Tokyo’s data limitations. Predictive modeling highlighted hashtag counts as the key engagement driver in Seoul and the presence of people in Tokyo. Seoul and Tokyo project distinct visual narratives and elicit different engagement patterns on Instagram. These findings offer practical implications for destination marketers, suggesting tailored content strategies and location-based campaigns targeting identified hotspots and specific content themes. This study underscores the value of integrating quantitative and qualitative analyses of social media data for nuanced destination marketing insights. Full article

Rapid and comprehensive assessment of building damage caused by earthquakes is essential for effective emergency response and rescue efforts in the immediate aftermath. Advanced technologies, including real-time simulations, remote sensing, and multi-sensor systems, can effectively enhance situational awareness and structural damage evaluations. However, most existing methods rely on isolated time snapshots, and few studies have systematically explored the continuous, time-scaled integration and update of building damage estimates from multiple data sources. This study proposes a stepwise framework that continuously updates time-scaled, single-damage estimation outputs using the best available multi-sensor data for estimating earthquake-induced building damage. We demonstrated the framework using the 2024 Noto Peninsula Earthquake as a case study and incorporated official damage reports from the Ishikawa Prefectural Government, real-time earthquake building damage estimation (REBDE) data, and satellite-based damage estimation data (ALOS-2-building damage estimation (BDE)). By integrating the REBDE and ALOS-2-BDE datasets, we created a composite damage estimation product (integrated-BDE). These datasets were statistically validated against official damage records. Our framework showed significant improvements in accuracy, as demonstrated by the mean absolute percentage error, when the datasets were integrated and updated over time: 177.2% for REBDE, 58.1% for ALOS-2-BDE, and 25.0% for integrated-BDE. Finally, for stepwise damage estimation, we proposed a methodological framework that incorporates social media content to further confirm the accuracy of damage assessments. Potential supplementary datasets, including data from Internet of Things-enabled home appliances, real-time traffic data, very-high-resolution optical imagery, and structural health monitoring systems, can also be integrated to improve accuracy. The proposed framework is expected to improve the timeliness and accuracy of building damage assessments, foster shared understanding of disaster impacts across stakeholders, and support more effective emergency response planning, resource allocation, and decision-making in the early stages of disaster management in the future, particularly when comprehensive official damage reports are unavailable. Full article

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

The present study explores the use of Instagram as an innovative strategy in the teaching–learning process in the context of animal reproduction topics. In the current era, with digital technology and social media transforming how information is accessed and consumed, it is essential for teachers to adapt and harness the potential of these tools for educational purposes. This article delves into the need for teachers to stay updated with current trends and the importance of promoting digital competences among teachers. This research aims to provide insights into the benefits of integrating social media into the educational landscape. Students of Veterinary Science degrees, Master’s degrees in Equine Sport Medicine as well as vocational education and training (VET) were involved in this study. An Instagram account named “UCOREPRO” was created for educational use, and it was openly available to all users. Instagram usage metrics were consistently tracked. A voluntary survey comprising 35 questions was conducted to collect feedback regarding the educational use of smartphone technology, social media habits and the UCOREPRO Instagram account. The integration of Instagram as an educational tool was positively received by veterinary students. Survey data revealed that 92.3% of respondents found the content engaging, with 79.5% reporting improved understanding of the subject and 71.8% acquiring new knowledge. Students suggested improvements such as more frequent posting and inclusion of academic incentives. Concerns about privacy and digital distraction were present but did not outweigh the perceived benefits. The use of short videos and microlearning strategies proved particularly effective in capturing students’ attention. Overall, Instagram was found to be a promising platform to enhance motivation, engagement, and informal learning in veterinary education, provided that thoughtful integration and clear educational objectives are maintained. In general, students expressed positive opinions about the initiative, and suggested some ways in which it could be improved as an educational tool. Full article

Social marketing modifies individual behavior to achieve specific outcomes, mitigating environmental pressures. While proven effective in influencing consumer behavior, empirical studies on its impact on the tourism sector remain limited. This study examines how various social marketing channels influence tourists’ consumption decisions and contributes to achieving SDGs 11 and 12 by reviewing the existing methods of disseminating social marketing content. A conceptual model grounded in theory was developed and empirically tested. In particular, it focuses on the establishment of direct and indirect multi-route effects between social marketing and consumer behavior and introduces different influencing factors. Given the scarcity of research on collective culture, quantitative methods were employed, with data collected through questionnaires in mainland China. Results indicate that social marketing media significantly influence tourist behavior, with three mediators—subjective norms, personal values, and communication channels—playing varying roles across media types (events, public relations, and traditional media). Subjective norms, values, and communication channels act as mediators. This study bridges social marketing, tourist behavior, and SDG attainment, offering novel insights and practical implications for tourism practitioners. Full article

In an era where online interactions increasingly shape social dynamics, the pervasive issue of cyberbullying poses a significant threat to the well-being of individuals, particularly among vulnerable groups. Despite extensive research on text-based cyberbullying detection, the rise of visual content on social media platforms necessitates new approaches to address cyberbullying using images. This domain has been largely overlooked. In this paper, we present a novel dataset specifically designed for the detection of visual cyberbullying, encompassing four distinct classes: abuse, curse, discourage, and threat. The initial prepared dataset (cyberbullying visual indicators dataset (CVID)) comprised 664 samples for training and validation, expanded through data augmentation techniques to ensure balanced and accurate results across all classes. We analyzed this dataset using several advanced deep learning models, including VGG16, VGG19, MobileNetV2, and Vision Transformer. The proposed model, based on DenseNet201, achieved the highest test accuracy of 99%, demonstrating its efficacy in identifying the visual cues associated with cyberbullying. To prove the proposed model’s generalizability, the 5-fold stratified K-fold was also considered, and the model achieved an average test accuracy of 99%. This work introduces a dataset and highlights the potential of leveraging deep learning models to address the multifaceted challenges of detecting cyberbullying in visual content. Full article

Social media has become a platform for the rapid spread of persuasion techniques that can negatively affect individuals and society. Propaganda detection, a crucial task in natural language processing, aims to identify manipulative content in texts, particularly in news media, by assessing propagandistic intent. Although extensively studied in English, Arabic propaganda detection remains challenging because of the language’s morphological complexity and limited resources. Furthermore, most research has treated propaganda detection as an isolated task, neglecting the influence of sentiments and emotions. The current study addresses this gap by introducing the first multi-task learning (MTL) models for Arabic propaganda detection, integrating sentiment analysis and emotion detection as auxiliary tasks. Three MTL models are introduced: (1) MTL combining all tasks, (2) PSMTL (propaganda and sentiment), and (3) PEMTL (propaganda and emotion) based on transformer architectures. Additionally, seven task-weighting schemes are proposed and evaluated. Experiments demonstrated the superiority of our framework over state-of-the-art methods, achieving a Macro-F1 score of 0.778 and 79% accuracy. The results highlight the importance of integrating sentiment and emotion for enhanced propaganda detection; demonstrate that MTL improves model performance; and provide valuable insights into the interaction among sentiment, emotion, and propaganda. Full article

This research was designed to explore science-fiction and fantasy (SFF) posters, specifically those related to films and television shows, from the perspective of their owners, examining their potential as sources of social and cultural significance and meaning. The research explored these in terms of the content of the poster, placement, media texts they reference, morals, behavior, identity, sense of self, well-being and self-expression. Data collection took place between 2020 and 2022 via an online survey (N = 273) and follow-up semi-structured interviews (N = 28) with adult science-fiction and fantasy film and television show poster owners. The significance and meaning of SFF posters were framed by two conceptual models: ‘The Three Significances’—esthetics, functionality, and significance (both spatial and personal)—and ‘The Big Three’—content, design, and color. Among these, content held the greatest significance for owners. Posters served as tools for self-expression, reflecting their owners’ identities, affinities, and convictions, while also reinforcing their connection to the media they reference. Posters helped to reinforce a sense of self and fan identity and evoke emotional responses, and the space in which they were displayed helped shape their meaning and significance. The paper sets out some suggestions for future research in this important topic. Full article

This article explores the integration of artificial intelligence (AI) in digital marketing through social and mobile networks and its role in fostering sustainable consumer behavior. AI enhances personalization, sentiment analysis, and campaign automation, reshaping marketing dynamics and enabling brands to engage interactively with users. A quantitative study conducted on 501 social media users evaluates how perceived benefits, risks, trust, transparency, satisfaction, and social norms influence the acceptance of AI-driven marketing tools. Using structural equation modeling (SEM), the findings show that social norms and perceived transparency significantly enhance trust in AI, while perceived benefits and satisfaction drive user acceptance; conversely, perceived risks and negative emotions undermine trust. From a sustainability perspective, AI supports the efficient targeting and personalization of eco-conscious content, aligning marketing with environmentally responsible practices. This study contributes to ethical AI and sustainable digital strategies by offering empirical evidence and practical insights for responsible AI integration in marketing. Full article

Objective: This cross-sectional content analysis aimed to investigate how oil pulling is portrayed on YouTube Shorts, focusing on the types of speakers, claims made, and alignment with scientific evidence. The study further explored how the content may influence viewer perception, health behaviors, and the potential spread of misinformation. Methods: On 28 January 2025, a systematic search of YouTube Shorts was performed using the term “oil pulling” in incognito mode to reduce algorithmic bias. English language videos with at least 1000 views were included through purposive sampling. A total of 47 Shorts met the inclusion criteria. Data were extracted using a structured coding framework that recorded speaker type (e.g., dentist, hygienist, influencer), engagement metrics, stated benefits, oil type and regimen, the use of disclaimers or citations, and stance toward oil pulling rated on a 5-point Likert scale. Speaker background and nationality were determined through publicly available channel descriptions or linked websites, with user identities anonymized and ethical approval deemed unnecessary due to the use of publicly available content. In total, 47 videos met the inclusion criteria. Results: Of the 47 YouTube Shorts that met the inclusion criteria, most were posted by influencers rather than dental professionals. These videos predominantly encouraged oil pulling, often recommending coconut oil for 10–15 min daily and citing benefits such as reduced halitosis and improved gum health. However, a smaller subset advanced more extreme claims, including reversing cavities and remineralizing enamel. Notably, US-licensed dentists and dental hygienists tended to discourage or express skepticism toward oil pulling, assigning lower Likert scores (1 or 2) to influencers and alternative health practitioners (often 4 or 5). Conclusions: YouTube Shorts largely promote oil pulling through anecdotal and testimonial-driven content, often diverging from evidence-based dental recommendations. The findings reveal a disconnect between professional dental guidance and popular social media narratives. While some benefits like halitosis reduction may have limited support, exaggerated or misleading claims may result in improper oral hygiene practices. Greater engagement from dental professionals and improved health communication strategies are needed to counteract misinformation and reinforce oil pulling’s role, if any, as an adjunct—not a replacement—for standard oral care. Future studies should explore viewer interpretation, behavioral influence, and cross-platform content patterns to better understand the impact of short-form health videos. 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

The proliferation of hate speech on social media platforms poses significant threats to digital safety, social cohesion, and freedom of expression. Detecting such content—especially across diverse languages—remains a challenging task due to linguistic complexity, cultural context, and resource limitations. To address these challenges, this study introduces a comprehensive approach for multilingual hate speech detection. To facilitate robust hate speech detection across diverse languages, this study makes several key contributions. First, we created a novel trilingual hate speech dataset consisting of 10,193 manually annotated tweets in English, Spanish, and Urdu. Second, we applied two innovative techniques—joint multilingual and translation-based approaches—for cross-lingual hate speech detection that have not been previously explored for these languages. Third, we developed detailed hate speech annotation guidelines tailored specifically to all three languages to ensure consistent and high-quality labeling. Finally, we conducted 41 experiments employing machine learning models with TF–IDF features, deep learning models utilizing FastText and GloVe embeddings, and transformer-based models leveraging advanced contextual embeddings to comprehensively evaluate our approach. Additionally, we employed a large language model with advanced contextual embeddings to identify the best solution for the hate speech detection task. The experimental results showed that our GPT-3.5-turbo model significantly outperforms strong baselines, achieving up to an 8% improvement over XLM-R in Urdu hate speech detection and an average gain of 4% across all three languages. This research not only contributes a high-quality multilingual dataset but also offers a scalable and inclusive framework for hate speech detection in underrepresented languages. Full article

This article presents a comparative study of content generated by artificial intelligence (AI) and articles authored by professional journalists, focusing on the perspective of a Kazakhstani audience. The analysis was conducted based on several key criteria, including the structure of the article, writing style, factual accuracy, citation of sources, and completeness of the information. The study spans a variety of topics, such as politics, economics, law, sports, education, and social issues. The results indicate that AI-generated articles tend to exhibit greater structural clarity and neutrality. On the other hand, articles written by journalists score higher in terms of factual accuracy, analytical depth, and the use of verified sources. Furthermore, the research explores the significance of journalistic ethics in ensuring transparency and information completeness in content production. Ultimately, the findings emphasize the importance of upholding rigorous journalistic standards when integrating AI into media practices. 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