Search Results (1,009)

Social media has become a vital communication tool for higher education institutions (HEIs) to reach larger targets, attract followers, and engage with diverse audiences. This study conducted a quantitative and qualitative analysis of 4148 Facebook posts from 16 public and private HEIs in the United Arab Emirates (UAE). The aim of the study is to evaluate users’ engagement through their reactions to various post characteristics, including format, language, and content type. The posts generated 177,022 emotes, 17,269 shares, and 8374 comments. The results showed that images are an efficient format for boosting interaction, whereas plain text posts did not generate high engagement. The English language was more conducive for generating shares, while Arabic-language posts generated more emotes and likes. The comparative analysis results showed that private HEIs are more active on their Facebook pages than public HEIs. The content analysis suggested that student-related posts generate the highest level of engagement, while announcements and faculty- and research-related posts drive the lowest levels of engagement. These results offer valuable insights into how HEIs can optimize their social media strategies to enhance user engagement. Full article

Social media platforms have emerged as valuable sources for mental health research, enabling the detection of conditions such as depression through analyses of user-generated posts. This manuscript offers practical, step-by-step guidance for applying machine learning and deep learning methods to mental health detection on social media. Key topics include strategies for handling heterogeneous and imbalanced datasets, advanced text preprocessing, robust model evaluation, and the use of appropriate metrics beyond accuracy. Real-world examples illustrate each stage of the process, and an emphasis is placed on transparency, reproducibility, and ethical best practices. While the present work focuses on text-based analysis, we discuss the limitations of this approach—including label inconsistency and a lack of clinical validation—and highlight the need for future research to integrate multimodal signals and gold-standard psychometric assessments. By sharing these frameworks and lessons, this manuscript aims to support the development of more reliable, generalizable, and ethically responsible models for mental health detection and early intervention. Full article

The use of informal language on social media and the sheer volume of information make it difficult for a computer system to analyse it automatically. The aim of this work is to design a new group decision-making method that applies two new consensus methods based on sentiment analysis. This method is designed for application in the analysis of texts on social media. To test the method, we will use posts from the so called social network X. The proposed model differs from previous work in this field by defining a new degree of subjectivity and a new degree of reliability associated with user opinions. This work also presents two new consensus measures, one focused on measuring the number of words classified as positive and negative and the other on analysing the percentage of occurrence of those words. Our method allows us to automatically extract preferences from the transcription of the texts used in the debate, avoiding the need for users to explicitly indicate their preferences. The application to a real case of public investment demonstrates the effectiveness of the approach in collaborative contexts that used natural language. 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

The uptake of the COVID-19 and seasonal influenza (SI) vaccines have decreased in Europe and especially in Malta. The present study aimed to investigate the attitudes toward COVID-19 and SI vaccines and determine if individuals perceive that these vaccines are relevant to protect their health and identify reasons for their responses. A cross-sectional study using an anonymous questionnaire, informed by the Theory of Planned Behavior, addressing behavior beliefs and attitudes, and targeted at adult residents in Malta, was designed on Google Forms and disseminated using social media between January and March 2024. A total of 555 responses were received. The majority of respondents did not take/intend to take the COVID-19 (75%, n = 417) or SI (64.3%, n = 362) vaccines, with females being less likely to do so (p = 0.033). Perceived lack of safety (31.3%, n = 174) was the primary reason for rejecting the COVID-19 vaccine, and perceived lack of a threat from SI (26%, n = 144) was the reason for rejecting the SI vaccine. Those having chronic conditions were positively associated with uptake of both vaccines. In the post-pandemic era, these vaccines are not envisaged as having a major role in protecting one’s health. A high degree of skepticism especially toward the combined COVID-19 and SI vaccine in terms of safety, mostly in women, is still present. Full article

This paper outlines a methodology to compile geo-referenced observational data of Australian birds acting as pollinators of Strelitzia sp. (Bird of Paradise) flowers and dispersers of their seeds. Given the absence of systematic published records, a crowdsourcing approach was employed, combining data from natural history platforms (e.g., iNaturalist, eBird), image hosting websites (e.g., Flickr) and, in particular, social media. Facebook emerged as the most productive channel, with 61.4% of the 301 usable observations sourced from 43 ornithology-related groups. The strategy included direct solicitation of images and metadata via group posts and follow-up communication. The holistic, snowballing search strategy yielded a unique, behavior-focused dataset suitable for analysis. While the process exposed limitations due to user self-censorship on image quality and completeness, the approach demonstrates the viability of crowdsourced behavioral ecology data and contributes a replicable methodology for similar studies in under-documented ecological contexts. 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

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

Public attitudes toward immigration in Spain are influenced by media narratives, individual traits, and emotional responses. This study examines how portrayals of Arab and African immigrants may be associated with emotional and attitudinal variation. We address three questions: (1) How are different types of media coverage and social environments linked to emotional reactions? (2) What emotions are most frequently associated with these portrayals? and (3) How do political orientation and media exposure relate to changes in perception? A pre/post media exposure survey was conducted with 130 Spanish university students. Machine learning models (decision tree, random forest, and support vector machine) were used to classify attitudes and identify predictive features. Emotional variables such as fear and happiness, as well as perceptions of media clarity and bias, emerged as key features in classification models. Political orientation and prior media experience were also linked to variation in responses. These findings suggest that emotional and contextual factors may be relevant in understanding public perceptions of immigration. The use of interpretable models contributes to a nuanced analysis of media influence and highlights the value of transparent computational approaches in migration research. Full article

The dissemination and practice of green consumption behavior is an important issue in promoting sustainable development. With the advent of the digital age, social media platforms have become an important channel for promoting green consumption. The expression of language style has become an increasingly important factor influencing consumer attitudes. From the perspective of consumer perception, this study used three situational simulation experiments (n total = 304) to explore the mechanism by which the “Versailles Literature” language style impacts the feelings and behaviors of audiences of the green consumption behavior of the poster, and to examine the mediating roles of ostentation perception and hypocrisy perception. Data analysis was conducted using SPSS. The research findings showed that, compared with “non-Versailles Literature”, this style significantly reduces positive attitudes toward green consumption while increasing perceptions of bragging and hypocrisy. Furthermore, the strength of social ties between the consumer and the poster plays a moderating role in the effect of language style; specifically, when posts come from strangers, consumers perceive a stronger sense of bragging and hypocrisy. The research results will provide practical guidance for individuals and enterprises to effectively promote the concept of green consumption on social media, helping enterprises avoid the negative reactions brought about by conspicuous green consumption behaviors and exaggerated or false promotion of environmental behaviors, such as “greenwashing”. Full article

This paper examines how Marley Dias’ activism on Instagram promotes racial justice, Black feminist thought, and youth mobilization through digital storytelling, representation, and audience engagement. Using a mixed-methods analysis of 744 posts published between 2016 and 2025, the study combined critical thematic coding, temporal mapping, and engagement metrics to analyze the discursive and emotional strategies behind Dias’ activism. Five key themes were identified as central to her activist work: diversity in literature, lack girl empowerment, racial justice, Black representation, and educational advocacy. The findings reveal that Dias strategically tailors her messages to suit Instagram’s unique features, using carousels and videos to enhance visibility, foster intimacy, and provide depth in education. Posts that focused on identity, aesthetics, and empowerment garnered the highest levels of engagement, while posts that concentrated on structural issues received lower, yet still significant, interaction. The paper argues that Dias’ Instagram account serves as a dynamic platform for youth-led Black feminist resistance, where cultural production, civic education, and emotional impact converge. This case underscores the political potential of digital literacies and encourages a reconsideration of how youth-driven digital activism is reshaping contemporary public discourse, agency, and knowledge production in the social media age. Full article

Depression is now one of the most common mental health concerns in the digital era, calling for powerful computational tools for its detection and its level of severity estimation. A multi-level depression severity detection framework in the Reddit social media network is proposed in this study, and posts are classified into four levels: minimum, mild, moderate, and severe. We take a dual approach using classical machine learning (ML) algorithms and recent Transformer-based architectures. For the ML track, we build ten classifiers, including Logistic Regression, SVM, Naive Bayes, Random Forest, XGBoost, Gradient Boosting, K-NN, Decision Tree, AdaBoost, and Extra Trees, with two recently proposed embedding methods, Word2Vec and GloVe embeddings, and we fine-tune them for mental health text classification. Of these, XGBoost yields the highest F1-score of 94.01 using GloVe embeddings. For the deep learning track, we fine-tune ten Transformer models, covering BERT, RoBERTa, XLM-RoBERTa, MentalBERT, BioBERT, RoBERTa-large, DistilBERT, DeBERTa, Longformer, and ALBERT. The highest performance was achieved by the MentalBERT model, with an F1-score of 97.31, followed by RoBERTa (96.27) and RoBERTa-large (96.14). Our results demonstrate that, to the best of the authors’ knowledge, domain-transferred Transformers outperform non-Transformer-based ML methods in capturing subtle linguistic cues indicative of different levels of depression, thereby highlighting their potential for fine-grained mental health monitoring in online settings. Full article

The subject of this article is the centuries-old religious heritage of Vilnius. The aim of the article is to analyse this heritage and its reflection in the gaze of tourists. In particular, it focuses on selected Catholic, Orthodox, Protestant, Jewish, and Karaite sites. The methods used in the empirical study include the analysis of reviews posted on the Tripadvisor website by tourists from different countries who visited five selected sites: (1) St. Anne’s Church, (2) Holy Spirit Orthodox Church, (3) Evangelical Lutheran Church, (4) Vilnius Choral Synagogue, and (5) Kenesa. The authors employed the method of desk research, which involves the analysis of existing data. The selection of objects was made by indicating the most commented sites of a given religious tradition for which the most comments were received. In the light of the pervasive influence of social media, it is noteworthy to observe the contemporary representation of multi-religious Vilnius that is disseminated through this medium. Urban sacred spaces are not only places of worship of interest to religious people, including local and foreign pilgrims. Furthermore, they constitute an attractive urban heritage for a significant number of cultural tourists. Committed tourists, including cultural tourists, meticulously document their impressions in various forms of narrative, offering either endorsement or criticism of a particular object. In this manner, they also interpret elements of the heritage in the local urban space. Full article

Background: High-voltage electrical injuries (HVEIs) represent a complex and life-threatening entity, frequently involving multi-organ damage. While traditionally linked to occupational hazards, train surfing—riding on moving trains—and train climbing—scaling stationary carriages—have emerged as increasingly common causes among adolescents. Popularized via social media, these behaviors expose individuals to the invisible danger of electric arcs from 15,000-volt railway lines, often resulting in extensive burns, cardiac complications, and severe trauma. This study presents a 30-year retrospective analysis comparing cardiac biomarkers and clinical outcomes in train-surfing injuries versus work-related HVEIs. Methods: All patients with confirmed high-voltage injury (≥1000 volts) admitted to a Level 1 burn center between 1994 and 2024 were retrospectively analyzed. Exclusion criteria comprised low-voltage trauma, suicide, incomplete records, and external treatment. Clinical and laboratory parameters—including total body surface area (TBSA), Abbreviated Burn Severity Index (ABSI), electrocardiogram (ECG) findings, intensive care unit (ICU) and hospital stay, mortality, and cardiac biomarkers (creatine kinase [CK], CK-MB, lactate dehydrogenase [LDH], aspartate transaminase [AST], troponin, and myoglobin)—were compared between the two cohorts. Results: Of 81 patients, 24 sustained train-surfing injuries and 57 were injured in occupational settings. Train surfers were significantly younger (mean 16.7 vs. 35.2 years, p = 0.008), presented with greater TBSA (49.9% vs. 17.9%, p = 0.008), higher ABSI scores (7.3 vs. 5.1, p = 0.008), longer ICU stays (53 vs. 17 days, p = 0.008), and higher mortality (20.8% vs. 3.5%). ECG abnormalities were observed in 51% of all cases, without significant group differences. However, all cardiac biomarkers were significantly elevated in train-surfing injuries at both 72 h and 10 days post-injury (p < 0.05), suggesting more pronounced cardiac and muscular damage. Conclusions: Train-surfing-related high-voltage injuries are associated with markedly more severe systemic and cardiac complications than occupational HVEIs. The significant biomarker elevation and critical care demands highlight the urgent need for targeted prevention, public awareness, and early cardiac monitoring in this high-risk adolescent population. Full article

This study examines the role of AI tools in improving public communication via social media analysis. It reviews five of the top platforms—Google Cloud Natural Language, IBM Watson NLU, Hootsuite Insights, Talkwalker Analytics, and Sprout Social—to determine their accuracy in detecting sentiment, predicting trends, optimally timing content, and enhancing messaging engagement. Adopting a structured model approach and Partial Least Squares Structural Equation Modeling (PLS-SEM) via SMART PLS, this research uses 500 influencer posts from five Arab countries. The results demonstrate the impactful relationships between AI tool functions and communication outcomes: the utilization of text analysis tools significantly improved public engagement (β = 0.62, p = 0.001), trend forecasting tools improved strategic planning decisions (β = 0.74, p < 0.001), and timing optimization tools enhanced message efficacy (β = 0.59, p = 0.004). Beyond the technical dimensions, the study addresses urgent ethical considerations by outlining a five-principle ethical governance model that encourages transparency, fairness, privacy, human oversee of technologies, and institutional accountability considering data bias, algorithmic opacity, and over-reliance on automated solutions. The research adds a multidimensional framework for propelling AI into digital public communication in culturally sensitive and linguistically diverse environments and provides a blueprint for improving AI integration. Full article