Social Media

The Impact of Celebrity Advertisement and Endorsement on the Buying Behaviour of Consumers, Brand Image and Brand Positioning of Coca Cola in London, United Kingdom

Solace in Social Media: Women Unite Under COVID-19

Navigating Social Media in #Ophthalmology

Tourism is growing very rapidly with the development of technology, especially information technology .Through information technology people can easily get access to information about various destinations and tourist attractions as well as hotel by online media communication. Therefore, this study was trying to use social media such as facebook and twitter, where both social media were widely used by companies engaged in tourism in the world as well as in Bali. Internet consists of several websites, but the most effective one to conduct the research on tourism such as webseries 2.0 or commonly called as social networking media. Social medias - Facebook and Twitter - both were wildly used by the companies running in the sector of tourism in Bali, such as Hotels, Villas, Restaurants, Spas, Travel Agents, Airlines, and Tourist Attraction Managements, to advertised their products and services in their respective field. Through those social media, tourists will be able to access the comments or reviews about the companies. The problem raised in this research is how Bali’s tourism data in social networking media were used and considered, and how was the image of Bali’s tourism in their point of viewbased on the research. The method used here was descriptive qualitative method which describes this phenomenon descriptively by analyzing the obtained comments on social networking media such as facebook and twitter, and then classified in the form of comments positive, negative, and unidentified comment. Afterwards comments were re-analyzed through 4A Approach which consist of Attraction, amenities, Ancillary, and Accessibility. Data which has been obtained re-analyzed via the data obtained from the homepage of (TripAdvisor and Agoda.com). In addition, to strengthen the research data obtained from the homepage of TripAdvisor and Agoda.com , then it has been elaborated on the point rating system which indicatedthat the company were registered in both of those social networking media such as Hotel, Villa, SPA, restaurants, travel agents, airlines, media, tourist attraction management has a good rating result, and it has represented that the image of Bali tourism has a good rank in the eyes of local and international tourists. This data was also strengthened by the existence of empirical studies where there were the data from a hundred tourists came to Bali both locally and internationally has filled out the questionnaire about Bali in order to obtain maximum results on the image of Bali tourism. The results showed that, social networking media were effectively used in this study. Many companies in Bali used facebook and twitter. In addition, Bali Tourism image placed in positive rank on both of social networking sites, and it was gained by the results of questionnaires spread towards the visitor.

This research aims to investigate the impact of social media channels on consumer behavior. This research is quantitative and qualitative; the data is collected by conducting a survey and interview. Primary data is collected by questionnaires distributed to social media users and interviews with social media page owners conducting their business on the following platforms (Facebook, Instagram, WhatsApp, and Telegram). A questionnaire was distributed to measure the variables of social media channels (SMC) and consumer Behavior (CB) from the consumer's perspectives. The data helps to understand platform users' interactions with social media. This is the first research to experimentally analyze the concept of social media channels and consumer behavior on a social media platform using the impacts of customization, content, and entertainment; also, a close relationship between social media channels and consumers allows them to transfer their trust in the former to the suggested items. Future research should focus on other platforms such as TikTok, which has high user traffic, and consumer behavior that is affected by different needs and priorities.

PA/LTC Goes Around the World in Online Communities

Nowadays, a lot of people use social media for marketing. Social media can enhance market communication abilities. Businesses can use social media to display their items, give product details, and respond to inquiries from the public by sending direct messages. This study aims to examine how Yovie Music School (YMS) Antapani Bandung, situated in the City of Bandung, West Java Province, uses social media, content producers, and brand image to promote itself. Multiple Linear Regression is used in statistical analysis as part of the quantitative research methodology. 314 YMS Antapani Bandung students make up the study's population. The findings indicated that social media, content creators, and brand image had no effect on promotion strategy, but that social media, content creators, and brand image all had a positive and significant impact on YMS Antapani Bandung's promotion strategy at the same time.

Introduction Background of the Study In the digital era, social media has revolutionized the way businesses interact with consumers. Platforms such as Facebook, Instagram, YouTube, Twitter (X), and Linkedin have become powerful tools not just for communication but also for marketing and brand promotion. With billions of active users worldwide, social media offers businesses an unparalleled opportunity to reach, engage, and influence potential customers in real-time. This transformation has led to the emergence of social media marketing (SMM)-a strategy that uses social networks to promote products, services, and brand value. As consumers increasingly rely on online platforms for product research, peer reviews, and purchasing decisions, the role of social media in shaping buying behaviour has become more critical than ever. Influencer marketing, interactive content, targeted advertising, and user­ generated reviews are some of the mechanisms through which social media platforms impact consumers' perceptions and purchasing choices. Statement of the Problem Despite the growing investment in social media marketing by brands across industries, there is still a need to understand how and to what extent these strategies influence consumer decision-making. Businesses often struggle to measure the direct impact of social media campaigns on customer purchase intentions and loyalty. Therefore, analyzing consumer responses to social media marketing efforts is vital to developing effective marketing strategies. Objectives of the Study The primary objective of this study is to examine the impact of social media marketing on consumer buying behaviour. The specific objectives include: • To understand consumer perception of social media marketing activities. • To identify key social media platforms that influence consumer purchasing decisions. • To analyze the relationship between social media engagement and brand trust. • To determine the role of influencers and peer reviews in shaping consumer choices. Significance of the Study This study is significant for marketers, brand managers, business owners, and academicians who seek to understand the evolving dynamics of consumer behaviour in the digital landscape. By providing insights into how social media marketing strategies affect buying behaviour, the research will aid in formulating more effective marketing campaigns and enhancing customer engagement. Scope and Limitations The scope of this study is limited to social media users, particularly those who actively engage with brand content online. The research focuses on consumer behaviour influenced by digital marketing activities on major platforms such as Facebook, Instagram, YouTube, and Twitter. While the study aims to provide broad insights, variations in individual preferences, geographical limitations, and the rapid evolution of digital platforms may affect the generalizability of the findings.

Social media has become a constant presence in the daily lives of young people. As a result, many educational procedures and processes have been influenced by the widespread use of social networks. The number of people using social media has continuously increased. Students’ perceptions on how social media affects their learning is a prominent subject of research. Students’ school achievement has been significantly impacted by their interaction with professors, peers, and online knowledge-sharing behaviors. Several aspects are involved in this review, which aims to shed light on how students use social media in higher education. Findings reveal that the usage of online social media for cooperative learning encourages students to be innovative, dynamic, and research oriented. In other words, it is a matter of academic competence. This study gathered and analyzed social media data in higher education for computing disciplines. Digital libraries from EBSCO, IEEE, and ACM were utilized for data gathering. All of the above traits were found to be positively influenced by social networks, which suggest that their usage in higher education should be broadened. Teachers and educational institutions have not taken full use of internet social networks. Keywords: social media; social networks; higher institutions education

The purpose of social media networks in creating emotional attachment, especially with respect to Pakistan’s retail industry, is understudied. The social media role is an emergent field of research in retail industry. Social networking is an efficient tool to make sales grow, but small-scale companies do not seize the chance of using social media activities. The common issue in business is that certain companies do not make sufficient use of social media in marketing leadership. The corporate issue mentioned in the current study is particularly which certain retail companies do not participate in social media activities i.e. SMI, SMB, SMR and BPC which leads to a constructive brand image and customer’s brand loyalty emotionally. Positivism Philosophy is used in this study. Deductive Approach is applied which is used for developing an existing theory-based hypothesis. Investigating research is used in this study. It is a quantitative study; the information was compiled using online survey. Data was collected by utilizing adapted questionnaire from 384 customers of top 10 fashion retail brands in Pakistan. Social media marketing theory and attachment theory are used. Convenience sampling technique is used that is the type of nonprobability sampling. The results of structural model demonstrate the influence of Social Media Activities on Brand Image and Brand Commitment respectively and all the hypothesis are supported except the influence of Social Media Rewards on Brand Commitment as it is not supported.

Currently half of the world's population uses various social media platforms, so social media is a source of commercial activity. This study aims to determine the effect of social media marketing on brand image on purchase intention of generation Z at a university with brand image as a mediation variable. The method used in this research is to use descriptive quantitative analysis, descriptive that is to explain, analyze and find out the value of a variable against other variables. While the quantitative research method is to examine the population or sample where the sample is taken randomly to collect data with research instruments to test a hypothesis. The results of this study are that there is a positive effect of social media marketing on brand image, there is a positive effect of brand image on purchase intention of generation Z, there is a positive effect of social media marketing on purchase intention of Generation Z, and there is also a positive influence of social media on generation Z purchase intentions by mediating brand image Keywords: Social Media Marketing, Brand Image, Purchase Intention, Generation Z

Business competitive analysis using promoted post detection on social media

The importance of social media in reinforcing brands is generally recognized by taking into consideration several benefits, such as: generated content, messages adapted to the customer profile, one-to-one communication, open interaction and feedback. Communication and community have become essential for the online learning environment. Fast but very seriously, social media were considered the best channel for information. Nowadays, the interest of universities in social media as marketing tools has increased, based upon the influence of social media in choosing a study programme or selecting a university.This article refers to the importance of social media networks in promoting the university educational offer. The study will underline the social media campaign, developed in 2020, for recruiting students realised in the Project: "Student at UBc! Access to Education for Disadvantaged Student Groups" developed by our University. Statistics concerning likes, clicks and visualizations will be reinforced by the comments, questions and feedback given by the candidates. The research is focused on quantitative analysis which is completed by the qualitative one in order to achieve a double perspective about the efficiency of the digital marketing for this university. Three main campaign were implemented between May and September 2020 in social media: a teaser campaign, a revealing campaign and a call-to-action campaign. Their purpose was to dismantle the stereotype according to which it is difficult to enter and attend a faculty, with an emphasis on creatively promoting the benefits of the university. On a subliminal level, the messages conveyed were profound, relevant to the decision-making process and, although seemingly simple and easy to understand, they aimed to influence the decision-making, rational and emotional behavior alike, particularly complex and important for each of the potential students concerned. We consider that for universities, especially nowadays, under these circumstances, it is important to reassess the most efficient promotional strategies and tools. The use of different social media channels in designing an efficient university brand are essential based upon the teenagers' expectations and the educational context focused on on-line communication tools.

Spatial Patterns of Purposeful Social Networking and Socioeconomic Influences: Towards a Mature, Inclusive Networked Society in the U.S.

The high use of social media in Indonesia today is the reason why social media is widely used as a promotional strategy or what has recently been called Social Media Marketing. One company that uses Social Media Marketing is Shopee Indonesia. With content uploaded through Shopee Indonesia's Instagram, Shopee Indonesia's Social Media Marketing is effective. This can be seen through the high level of engagement on Instagram Shopee Indonesia. The purpose of this study was to determine the effect of Social Media Marketing on Customer Engagement and Band Image on Shopee Indonesia's Instagram account. The method applied in the research is quantitative. The sampling technique used is non-probability sampling. The sampling method used is purposive sampling. Based on the results of the Slovin formula, the researchers distributed questionnaires to 100 Instagram followers of Shopee Indonesia. The analytical technique used is multiple regression analysis followed by path analysis with the help of SPSS 25 software. The results show that Social Media Marketing has a positive and significant effect on Customer Engagement. Social Media Marketing has no significant positive effect on Brand Image. Customer Engagement is found to be a mediator between Social Media Marketing and Brand Image which results have a positive and significant effect. The results also explain that Customer Engagement has a positive and significant effect on Brand Image. Then Brand Image also has a positive and significant effect on Customer Engagement.