Social Media Competitive Analysis and Text Mining

ABSTRACTPurpose: Social media is increasingly drawing the attention and interest of business-to-business (B to B) organizations. Yet, B to B organizations remain cautious in their social media pursuits, in part based on a stated lack of understanding for best practices. The purpose of the current work is to take initial steps to address this challenge by identifying specific social media message features that influence online users’ engagement with B to B organizations.Methodology/Approach: This work examines the Twitter feeds of the top 50 social B to B brands (as reported by Brandwatch in 2015) to examine the effects of message features (hashtags, text difficulty, embedded media, and message timing) on user engagement, captured in terms of Twitter likes and retweets.Findings: We argue that message features that enhance fluency (e.g., images) should enhance engagement. In contrast, those that disrupt fluency (e.g., hasthags) should result in lower levels of engagement. Consistent with these predictions, we find that hashtags and text difficulty correlate to lower levels of engagement whereas embedded media in the form of images and video correlate to higher levels of engagement. Also consistent with the proposed fluency framework, we find that tweets from B to B organizations generate greater engagement on evenings and weekends.Research Implications: This research applies a fluency lens to identify specific message features that influence online engagement. In doing so, it highlights fluency as a powerful construct for understanding the drivers of B to B social media brand engagement. More generally, this work suggests fluency as a valuable conceptual lens for developing effective B to B social media strategies. This research also speaks to the complexity of B to B social media strategies – organizations must go beyond content and platform decisions, to also consider the specific features of the message.Practical Implications: Social media is becoming more and more important to B to B organizations and is as yet an underutilized engagement tool. The current work offers initial strategies regarding message features that business practitioners can incorporate into their content development strategies to strengthen engagement. Specifically, efforts should be made to attain high levels of fluency in B to B social media content development.Originality/Value/Contribution of the Paper: The current work offers initial insights as to the importance of understanding not only how social media topics/content influence engagement, but also the influence of message features (e.g., hashtags, embedded media). In doing so, it highlights fluency as a novel conceptual lens for developing more effective B to B social media strategies. Finally, it draws on actual tweets from leading B to B brands to examine the proposed influence of message features on engagement.

The advancement of digital technology has revolutionized marketing from traditional methods to online approaches. Digital marketing, leveraging digital media and the internet, including e-commerce and social media, has become a crucial element in promoting products and services. According to Kotler and Keller (2023), digital marketing not only boosts sales but also strengthens brand identity and fosters customer relationships. In Indonesia, Micro, Small, and Medium Enterprises (MSMEs), which significantly contribute to the local economy, can utilize digital marketing to expand their market reach and improve efficiency. This study was conducted in Ngampel Kulon Village, Kendal Regency, Central Java, focusing on MSME operators and aspiring entrepreneurs who have not fully utilized digital platforms such as WhatsApp Business. The research method involved observation, economic potential identification, and training using a Participatory Rural Approach. The training covered four main components: an introduction to digital marketing basics, copywriting techniques, digital marketing strategies, and hands-on practice with guidance. Results showed that 34 local residents and 15 KKN students exhibited high enthusiasm and successfully applied promotional strategies through social media. The evaluation indicated an improvement in knowledge and skills in using WhatsApp Business for product marketing. The conclusion is that the training successfully enhanced MSMEs' understanding and skills in digital marketing, including digital content creation and social media utilization. The program also emphasizes the need for policy makers' involvement in planning and managing local product marketing to compete globally and adapt to ongoing technological trends.

Background Previous studies have examined social media habits and utilization patterns among various groups of healthcare professionals. However, very few studies have evaluated the use of social media to support continuing professional development activities. The goal of the 2023 Clinical Education Alliance social media survey was to explore how HCPs interact professionally with social media, describe utilization trends, and identify barriers to using social media to disseminate CPD content. Methods We conducted an online anonymous, voluntary survey of healthcare professionals contained in the Clinical Education Alliance learner database from January to March 2023. The survey was distributed via email and all learners were invited to participate regardless of profession or specialty. This survey consisted of 16 questions and collected demographic information and social media utilization and habits of healthcare professionals. Results Of the 2,615 healthcare professionals who completed the survey, 71.2% use social media. Most respondents were physicians (50.6%) practicing in an urban setting (59.6%) and have been practicing for more than 15 years (70.5%). The most widely used platform was Facebook (70.7%), but there were no significant differences among the different professions. Of the respondents who use social media, 44.5% used social media to access continuing professional development-certified activities. Surveyed learners preferred passive participation with social media content. Participant-reported concerns include issues with legitimacy of the information, privacy, time constraints, and institutional barriers. Discussion As the continuing professional development community continues to evolve and seek new innovative strategies to reach healthcare professionals, the findings of this survey highlight the need to identify and enact social media-based strategies aimed to engage healthcare professionals and provide them with unbiased evidence-based education.

The Impact of Arabic Part of Speech Tagging on Sentiment Analysis: A New Corpus and Deep Learning Approach

Aims: Individuals use social media for various health-related purposes, such as gathering information about their illnesses, contacting healthcare professionals, learning about other patients’ experiences with doctors, and making informed decisions when selecting doctors. The aims of this study are (I) to evaluate orthopaedic patients’ utilisation of social media and (II) to ascertain the factors that are of greatest importance to patients in relation to orthopaedic surgeons’ social media accounts. Methods: A cross-sectional study was conducted with a total of 1018 patients in the orthopaedic outpatient department between November and December 2023. Patients filled out a questionnaire consisting of 15 questions about patients’ personal information (gender, age, and education level), social media preferences, social media experiences, and the content of orthopaedic surgeons’ social media accounts. Results: 80.4% of the orthopedic patients surveyed were actively using at least one social media platform. Within the group of social media users, Instagram stood out as the most preferred platform, with a usage rate of 82.4%. Patients reported that 45.8% believe it is essential for doctors to maintain a presence on social media Patients were most interested (65.1%) in educational videos on orthopaedic surgeons’ social media accounts. Conclusion: The vast majority of orthopaedic patients are active users of social media, and a significant proportion of orthopaedic patients would like their doctors to have a social media presence. Orthopaedic surgeons should adapt their social media strategies to align with their patient population in order to effectively reach and engage with them.

Navigating Social Media in #Ophthalmology

Once the university started using social media more, the researchers started focusing more on how social media applications were being adopted and what motivated it without being limited to classrooms only. There is a need to conduct further research about how the utilization of social media to teach in university affects education. Considering this, delving deeper into the educational outcomes and a research model related to the experiences and results of social media use is the aim of this research. Apart from that, the Technology Acceptance Model (TAM) research that deals with the behavior intention of using social networking media, perceived playfulness, perceived ease of use and perceived usefulness has been used for testing what affects the utilization of social media for online-teaching in higher education of United Arab Emirates. There was an assessment of 580 quantitative responses given by university students whose classroom sessions involved using social media. In order to predict the behavioral intention of a pupil for using social networking media for e-learning in the higher education institutions, it is possible to take some help from the factors such as perceived playful-ness, perceived ease of use and perceived usefulness, as per the partial least squares (PLS) and machine learning evaluation. The suggested model helps teachers to get to know more about how classroom sessions can become more productive through social media usage.

Aims: The purpose of this study is to identify the profile of the respondents’ most used social media networks; determine the level of social media utilization in terms of educational, networking and entertainment tool; to determine the students’ level of creative writing skills in terms of content, convention, and vocabulary; find the significant relationship between the utilization of social media and the creative writing skills of students.
 Study Design: Descriptive Survey Research Method with Quantitative Approach.
 Place and Duration of Study: The study was conducted at Agusan National High School in Cagayan de Or City's East 1 District during the school year: 2022.
 Methodology: The respondents were Two hundred thirty-two (232) students in Grade 10 at Agusan National High School in Cagayan de Oro City's East 1 District. This study used a self-created survey that underwent validity and reliability testing.
 Results: The results showed that the most utilized social media site was Facebook, while Twitter was Less Utilized interpreted as Very Low. On the students' overall utilization of social media, utilization as a networking tool got the highest, while utilization as an educational tool was the lowest. The students' overall creative writing skills, Vocabulary was the highest, while the content was the lowest. Students’ most used social media sites have a significant relationship with their creative writing skills. Thus, the null hypothesis is rejected. Students’ extent of utilization of social media sites has a significant relationship to their creative writing skills. Thus, the null hypothesis is rejected.
 Conclusions: The study employed a descriptive survey research method, which included a quantitative approach to collecting numerical data through a questionnaire. It also used frequency and percentage distribution, mean and standard deviation. Pearson Product-Moment Correlation Coefficient was also used to find the relationships among the variables. The results showed that students visit and utilize Facebook and their social media accounts Most of the Time, while their creative writing skills were also at Most of the Time or High Level. It was concluded that students' utilization of social media is significantly correlated to their creative writing skills; thus, it is recommended that the utilization of social media be guided and monitored for proper and correct utilization.

This paper studies the relationship between firms’ strategy and policies in regard to social media and their employees’ propensity to endorse them by using their personal social media accounts. In particular, the study investigates the effect of employees’ perception of firms’ social media strategy and initiatives aimed at influencing employees’ behavior on their personal social media profiles (communication of policies on the use of social media, training programs, and encouragement to join social media conversations regarding the firm). Based on the responses of 224 employees who use their personal accounts to talk about their firms, findings show that employees’ positive evaluation of firms’ social media strategy and firms’ explicit encouragement are positively associated with employees’ propensity to endorse their firms on social media. Moreover, results reveal the moderating effect of employees’ frequency of social media use on the relationship between communication of social media policies and the employees’ propensity to endorse their firm, as well as on the relationship between training programs and the propensity to endorse. This study provides evidence of the influence of firms’ social media activity and policies on the willingness of employees to promote and advocate their employers using their personal accounts, with theoretical and practical implications. The research also suggests that the effectiveness of firms’ policies may differ according to the frequency of social media usage by employees.

The Impact of Social Media on Applicants’ Perceptions of Plastic Surgery Training Programs

With the advent of social network services such as Twitter, Facebook, Tumbler, and Google+, the research on social network and media analysis has been greatly advanced. In recent years, the interactions among people, sharing of knowledge and experiences, community activities in social network services increase greatly, which would make the research on social networks more important. Furthermore, as social media contents within social network services are rapidly being produced and consumed, the social media contents now account for the majority of content published on the world wide web. Social media is differentiated from traditional media in many aspects such as its frequency, quality, usability, immediacy, and permanence, which leads to significant potential to the social media analysis research.

Given the unprecedented reach of social media, firms are increasingly relying on it as a channel for marketing communication. The objective of this study is to examine the effect of firm-generated content (FGC) in social media on three key customer metrics: spending, cross-buying, and customer profitability. The authors further investigate the synergistic effects of FGC with television advertising and e-mail communication. To accomplish their objectives, the authors assemble a novel data set comprising customers’ social media participation data, transaction data, and attitudinal data obtained through surveys. The results indicate that after the authors account for the effects of television advertising and e-mail marketing, FGC has a positive and significant effect on customers’ behavior. The authors show that FGC works synergistically with both television advertising and e-mail marketing and also find that the effect of FGC is greater for more experienced, tech-savvy, and social media–prone customers. They propose and examine the effect of three characteristics of FGC: valence, receptivity, and customer susceptibility. The authors find that whereas all three components of FGC have a positive impact, the effect of FGC receptivity is the largest. The study offers critical managerial insights regarding how to leverage social media for better returns.

Enhancing financial performance with social media: An impression management perspective

PurposeThis paper aims to analyze the social media strategies of wineries from three quality Denominations of Origin (DOs): Alella, Empordà and Priorat (Spain). It explores how digitalization has become a crucial element in contemporary marketing communication strategies and examines the presence and use of social media by these wineries.Design/methodology/approachThe study employs a quantitative methodology to identify the most commonly used social media platforms among the selected DOs. Additionally, a content analysis is conducted to understand the themes these DOs use to engage with their audience. The analysis focuses on the social media presence and content strategies of the wineries within the specified DOs.FindingsThe study reveals that an increased understanding and utilization of new technologies by local citizens could enhance the digital development of these wineries. The research identifies the prevalent social media platforms used by the DOs and examines the content themes that wineries use to connect with their audience.Research limitations/implicationsThe findings emphasize the need to improve digital literacy among local communities to support the digital growth of wineries. The study also highlights the importance of understanding which social media platforms and content themes are most effective for engaging target audiences. Future research could explore the impact of specific digital strategies on business performance and consumer engagement.Originality/valueThis research contributes to the understanding of social media strategies in the wine industry, particularly within Catalan DOs, by providing insights into the use of digital tools and content themes in winery marketing.

This paper proposes a conceptual framework for integrating digital health marketing strategies with public health initiatives to enhance healthcare access and outcomes in underserved communities. The framework focuses on leveraging digital marketing tools such as social media, mobile applications, email campaigns, and search engine optimization to disseminate critical health information, promote preventive measures, and engage communities in healthier behaviors. It addresses the persistent challenges faced by underserved populations, including limited healthcare access, low health literacy, and cultural barriers, by utilizing the accessibility and broad reach of digital channels. The proposed framework incorporates three core components: (1) Health Information Dissemination, which explores the use of targeted digital campaigns to provide culturally relevant and accessible health education; (2) Community Engagement, which leverages interactive platforms such as social media and mobile apps to foster participation in preventive healthcare initiatives and healthy lifestyle practices; and (3) Behavioral Change Promotion, which emphasizes using digital tools to influence health behaviors through personalized messaging, reminders, and virtual support groups. By integrating digital marketing strategies into public health programs, the framework aims to improve healthcare outcomes by increasing awareness of preventive measures, enhancing early diagnosis, and promoting disease management. It also underscores the role of data analytics in refining outreach efforts by identifying specific health needs, tracking engagement, and measuring the effectiveness of interventions. This conceptual framework holds promise for healthcare providers, policymakers, and digital marketers seeking to enhance public health outcomes in underserved communities. It provides a structured approach to combining the strengths of digital marketing with public health goals, creating more inclusive, accessible, and effective health interventions. Future research and case studies can build on this model to refine digital health marketing strategies and assess their long-term impact on public health in underserved populations.