Social Media Commons^™

From Classroom To Content Creator: Leadership Practices And Identities Of Female Science Teachers On Tiktok, Rachel M. Benzoni

Dissertations and Doctoral Documents, University of Nebraska-Lincoln, 2023–

This qualitative multiple case study investigates how four secondary science teachers use TikTok to advocate for science education and how content creation shapes their professional identities as leaders. Using interviews and video content with a framework integrating constructivist leadership, Leader Identity Construction Theory (LICT), and the Social Change Model (SCM), findings show participants enacted leadership outside formal roles through distributed and relational practices leveraging social media's affordances. Five themes emerged from the analysis: (1) Reconceptualizing Teacher Leadership on Social Media, (2) Leadership Through Equity-Driven Practice, (3) Constructing and Leading in Online Professional Learning Communities, (4) Forming and Negotiating Identities in …

Explainable Multimodal Sentiment Analysis Of Social Media Visual Content For Child Safety, Yee Sen Tan, Zhaoxia Wang

Research Collection School Of Computing and Information Systems

Ensuring the safety and well-being of children is increasingly important, especially in a world where visual content is pervasive. This paper proposes a novel multimodal, multilingual, and multiclass sentiment analysis method for social media content, aimed at improving content moderation for child safety. Our approach integrates textual, visual, and audio data from videos, categorizing sentiment into four levels: positive, slightly negative, negative, and strongly negative, enabling granular detection of harmful content. To enhance explainability and trust, we also leverage interpretable mechanisms to analyze the contributions of each modality. Evaluation of our method demonstrates strong generalization across diverse video types, and …

Breaking Up In The Digital Age: Examining The Relational Dissolution Model On Instagram, Alana Haupert

All Graduate Theses and Dissertations, Fall 2023 to Present

Breakups can be an emotional time as individuals experience breakup distress and begin to explore the options and potential actions that are associated with relational dissolution on social media. This study seeks to explore how certain online behaviors, as they relate to stages of relational dissolution, affect breakup distress, relational uncertainty, social media engagement, and overall attitudes towards singlehood. Findings suggest that social media engagement plays a key role in exploring the phases of relational dissolution. Higher social media intensity linked breakup distress and behaviors of the social phase, or when individuals share information about a potential breakup. Grave-dressing behaviors …

#Bergeraklebihbaik As A Cultural Campaign: Brand Activation, Digital Lifestyle, And Urban Health Consciousness In Contemporary Indonesia, Putri Ayu Ningtyas, Hardika Widi Satria, Besty Priyandhini, Naldo Tantuah, Muhammad Heychael, Nazira Shafera Kirana

International Review of Humanities Studies

In today's hyper-competitive branding environment, marketing strategies are no longer solely focused on product promotion but have evolved into cultural practices that shape societal norms, values, and identities. This study explores how Pristine, a premium bottled mineral water brand, utilized brand activation through the #BergerakLebihBaik campaign to not only increase brand awareness but also construct a cultural narrative around health, wellness, and lifestyle among urban Indonesian consumers. Through a mixed-method qualitative approach including social media observation, in-depth interviews, and document analysis, this research demonstrates how the campaign functioned as a cultural artifact that mediated discourses of modern health, digital engagement, …

Qanon Affiliated Accounts Are Making 64% Fewer Social Media Posts About Human Trafficking, Bond Benton, Daniela Peterka-Benton

College of Communication and Media Scholarship and Creative Works

A joint social media study from Montclair State University faculty in the Joetta Di Bella and Fred C. Sautter III Center for Strategic Communication in the College of Communication and Media and the Global Center on Human Trafficking shows a 64% decrease in the total number of posts about human trafficking made by prominent QAnon affiliated and adjacent accounts when compared to the highpoint of such posts in 2023. Results from the study produced by the Center for Strategic Communication and the Global Center on Human Trafficking include a 64% decrease in human trafficking posts from significant QAnon affiliated accounts …

Battle Cry To “Do The Research”: Vulnerability To Qanon, Alt Media, And Low News Media Literacy, Kaye D. Sweetser, Kalyca Lynn Becktel

Journal of Media Literacy Education

This survey (N = 579) investigated news media literacy among those likely to believe in the conspiracy theories of QAnon. Vulnerability to belief in QAnon conspiracies was predicted by a media diet of alternative media such as 4chan and SnapChat. Those vulnerable to QAnon conspiracy theories had lower news media literacy scores than those who appeared to be resistant to QAnon theories, and rated themselves with lower need for cognition and higher cynicism. Vulnerability to QAnon was predicted by a belief in other specific conspiracy theories, low value of news media literacy, less understanding of the news business, belief …

Christian Identity And Commercialization: A Rhetorical Case Study Of Faith-Based Nil Branding In College Athletics, Santiago Diaz Finochietto

All HCAS Student Capstones, Theses, and Dissertations

This project, “Christian Identity and Commercialization: A Rhetorical Case Study of Faith-Based NIL Branding in College Athletics," explores the intersection of faith, personal branding, and commercialization in the era of Name, Image, and Likeness (NIL) in collegiate athletics, with a specific focus on Christian student-athletes. Since the NCAA's 2021 policy change allowing athletes to profit from NIL, student-athletes have been thrust into a complex landscape of sponsorships, digital branding, and entrepreneurial identity. While this shift offers unprecedented opportunities, it also presents ethical and spiritual dilemmas, particularly for Christian athletes seeking to integrate their faith into their public and commercial presence …

From Embarrassment To Prejudice: Online “Cringe Culture” As An Affective And Social Phenomenon, Maxwell Seebold

Sociology Summer Fellows

When scrolling through the myriad content found online, you’re bound to find something that leaves you with negative emotions strong enough that you cringe. While this is largely an involuntary response, “cringe” becoming an adjective, and therefore a label, occurs due to the conscious othering of a user for the nature or presentation of their content. This project conceptualizes cringe as a multidimensional phenomenon rather than a singular emotion, which allows us to more easily make sense of how online cringe specifically has morphed into what is colloquially known as “cringe culture.” Through analysis of academic literature (from disciplines ranging …

Straddling The Boundary Of Misleading Information Group: Exploring The Association Between Network Brokerage And Morality Expressions, Yiqi Li, Marina Mitiaeva, Ximeng Deng, Una Joh, Yafei Zhang

iSchool - All Scholarship

Existing misleading information studies mostly focus on either the message content or social network structures, overlooking the association between the content and structural factors. This research examines the role of brokers, the key network actors straddling between misleading and true/regular information groups. Content-wise, morality expressions are examined, which signal social media users’ expressions toward what is right and wrong. This research provides insights into the understudied relationship between network brokerage and moral expressions and identifies connections between moral foundation and network brokerage theories. Findings suggest that binding morality (i.e., authority and loyalty) is dominant among network brokers. Practical strategies are …

Using Artificial Intelligence To Improve Customer Engagement: User Experience With Chatbot Technology, Aicha Zemmouri, Salma Choufari

Journal of Marketing and Consumer Behaviour in Emerging Markets

This study examines the impact of artificial intelligence (AI) on improving customer loyalty through the use of chatbot technology, with a specific focus on the user experience of Moroccan consumers. The increasing integration of AI into customer service, especially through chatbots, represents a significant shift in how companies interact with their customers. Given Morocco’s growing digitalization and the strategic importance of customer loyalty, it is critical to understand how consumers perceive and interact with these technologies. To achieve this, the study used a qualitative research method of semi-structured interviews to investigate consumers’ perceptions, interaction behaviours, and challenges with chatbot usage. …

2025, 1(20)

Journal of Marketing and Consumer Behaviour in Emerging Markets

Full Issue 2025, 1(20)

Digital Technology Usage In Tajikistan, Siyovush Bobokhonov Dr., Pedro Quelhas Brito Dr., Umesh Ramchandra Raut Dr., Prafulla Arjun Pawar Dr.

The Qualitative Report

The rapid development of digital technologies is significantly changing how people live, and these changes have a particular impact on the younger generation in Tajikistan. Our study therefore aims to analyze the factors influencing young Tajiks' opinions as users of digital technology and to examine digital technology usage in Tajikistan. We conducted a qualitative analysis of the opinions of young Tajik individuals aged 18 to 30 and found that they generally consider digital technology to be an integral part of their daily lives. Data collection was carried out through focus group discussions (FGDs) and the data analysis was performed using …

From The Silver Screen To The Phone Screen: The Coogan Act’S Struggle To Keep Pace With The Evolution Of Social Media, Anzario Bernard Serrant

Minnesota Journal of Law, Science & Technology

No abstract provided.

Research On The Evolutionary Game Of Users' Digital Reading Trace Sharing From Perspective Of Privacy Protection, Jing Liu, Jingyu Ji, Chengzhi Liu, Liyan Chang

Journal of Scientific Information Research

[Purpose/significance] Under the perspective of privacy protection, exploring the sharing of users' digital reading traces is of great significance for creating a healthy and orderly digital reading environment and promoting the high-quality development of national reading.

[Method/process] A tripartite evolutionary game model of users, digital reading platforms and the government is constructed to reveal the dynamic evolution process and stable strategy of each subject's strategy selection through mathematical derivation, and numerical simulation is used to verify the accuracy of the model.

[Result/conclusion] The study shows that the strategy choices of users, digital reading platforms and the government are highly coupled, …

Scientific Note: Garden Loosestrife (Lysimachia Vulgaris, Primulaceae), An Emerging Invasive Plant Species Of Riparian Corridors In The Mid-Atlantic Region, Christopher T. Martine, Amy L. Jewitt, Claire M. Ciafre, Kaitlin G. Henry, Elizabeth H. Williams, Pj Newhart, Melody P. Sain

Faculty Journal Articles

Lysimachia vulgaris (garden loosestrife, Primulaceae) is an herbaceous perennial native to Europe that has been identified as an aggressive invasive species in parts of North America. The status of the species in the Mid-Atlantic region of the US, however, is poorly determined. Using recent field observations (from iNaturalist, iMapInvasives, and EDDMapS records) we here report localized incursions of L. vulgaris in the Susquehanna River Valley of central Pennsylvania, along with notes on its ecology, threats to native plant communities, and broader distribution in the state.

Misinformation Regulations: Early Evidence On Corporate Social Media Strategy, Richard M. Crowley, Yun Lou, Samuel T. Tan, Liandong Zhang

Research Collection School Of Accountancy

Against the backdrop of an increasing threat of misinformation on social media, several countries have enacted regulations to curb the spread of misinformation. This study examines how corporate social media strategy responds to misinformation regulations. Using a large cross-country dataset of corporate tweets and a stacked regression analysis, we show that misinformation regulations lead to less corporate social media disclosure. This result suggests that by deterring misinformation, these regulations reduce firms’ need to use social media to counteract its adverse effects. Additional analyses show that the effect is more pronounced among countries with higher social media usage and countries with …

The Dynamics Of Word-Of-Mouth Marketing: An Agent-Based Modeling Approach To Message Credibility And Consumer Engagement, Ali Nasirzonouzi, Carlos Gershenson

Northeast Journal of Complex Systems (NEJCS)

Word-of-mouth (WOM) marketing is a critical factor in the dissemination of information and adoption of products in social networks. This paper investigates the impact of two important factors message credibility and consumer engagement on WOM adoption dynamics using agent-based modeling (ABM). This study proposes a simple qualitative model to investigate how these factors influence adoption rates through both broadcast communication and peer-to-peer influence by simulating interactions on a spatially clustered network.

The findings show that increased message credibility significantly boosts adoption, achieving a balance between broadcast and social mechanisms. Also, consumer engagement primarily affects the adoption mechanism, shifting the effect …

Sustainable Advertising And Brand Engagement: The Role Of Consumer Minimalism And Scepticism, Hesham O. Dinana, Donato Masi, Reza Marvi, Farbod Fakhreddin

Faculty Journal Articles

Recognizing the significance of sustainable advertising practices and their influence on consumer behaviour, this study explores their capacity to not only enhance consumer engagement with the brand but also strengthen brand reputation. Additionally, it examines how these practices can promote more conscious consumption patterns, contributing to broader sustainability goals. In this line, we propose a theoretical conceptual model highlighting how customers perceive sustainability-related activities and how these perceptions can influence brand engagement, ultimately enhancing brand reputation and fostering mindful consumption. Furthermore, we also investigated the moderating roles of consumer minimalism, scepticism towards advertising, and brand value congruence in relation to …

Content Analysis Of @Fadiljaidi's Instagram As A Reference To Gen Z'S Followers Self-Existence, Syifa Alvernia Naufal, Margareta Manalu

Journal of Indonesian Tourism and Policy Studies

Social media has become the primary platform for generation Z to express themselves and establish their existence in the digital space One of the most influential social media platforms for generation Z is Instagram. Among the many Instagram influencers in Indonesia, Fadil Jaidi stands out for capturing his followers attention through humorous and relatable content. This study aims to analyze how the Instagram content of @fadiljaidi serves as a reference for self-existence among generation Z followers. Using a descriptive qualitative method, data were collected through in-depth interviews with five informants from generation Z who actively follow the Instagram account @fadiljaidi. …

Game, Set, Empower: A Comparative Instagram Analysis Of Branding And Engagement In The Confederation Of African Football (Caf) Women’S And Men’S Champions League, Nour Abdelkader Ms

Theses and Dissertations

The rise of women’s football has placed new emphasis on digital branding, with social media becoming a vital space for visibility, engagement, and representation. This thesis investigates how Instagram content strategies influence fan engagement during the CAF Women’s and Men’s Champions League tournaments. Specifically, it examines the role of content type (match, behind-the-scenes, off-the-pitch, promotional), marketing orientation (organic, sponsored, collaborative), and post format (reel, carousel, photo, graphic) in shaping audience interaction.

Using an explanatory sequential mixed methods approach, the study analyzed 674 Instagram posts (276 CAFWCL, 398 CAFCL) and conducted semi-structured interviews with five digital sports professionals, including CAF digital …