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Like many social media trends, the romantic craze charms Egyptian youth. Romantic Facebook crush pages popped up locally in the past few years among university students particularly. They expressed a new aspect of online social interaction that has raised red flags with some adults, while thought to be a new healthy way to pour youth’s hearts out anonymously in a so-called a conservative society for others. Some crush pages, in particular, drew concerns of several parents for they are more vulgar and aggressive submissions. Laying between the two arguments, this study aims to examine the extent to which Facebook users make use of it to pursue romance, if Facebook’s characteristics and social context reflected in users’ perceptions of romantic relationships, the implications of being in a romantic relationship on Facebook and if such FB practices could pose a state of moral panic or a public concern.

A survey of 200 Facebook users between 18 and 25 years was gathered. Furthermore, a content analysis of three Egyptian universities’ “crush pages” posts was applied.

The study highlighted the conflicting ideals of today’s Egyptian youth moral lives. Ultimately, there is an evidence that practices of using Facebook online crush pages have been creating new contested but delightful moral normative rules around love.

Crushes pages have been sweeping across Egyptian colleges and faculties; however, almost no Arabic study was done to figure out its impact. Furthermore, the study takes into account the socio-cultural background of the Egyptian society.

The purpose of this paper is to examine the factors associated with user satisfaction in the social network sites (SNSs), and to explore the moderating effects of gender on user satisfaction.

A research model was built upon the expectation disconfirmation model (EDM) with a focus on SNSs specific motivations (i.e. relationship maintenance and entertainment). The model was tested empirically with 221 experienced Facebook users using an online survey.

The research model explained 40.5 percent of the variance in user satisfaction. In addition, the results showed that entertainment plays a more important role in determining user satisfaction with SNSs for male users, while relationship maintenance is more important in determining user satisfaction with SNSs for female users.

The current study enriched the theoretical understanding of user satisfaction in the context of SNSs. Particularly, perceptions and disconfirmations about the use of SNSs were identified and empirically tested. Furthermore, gender differences in terms of SNSs usage were empirically demonstrated.

The present study is one of the first few studies that attempts to explain user satisfaction with SNSs as well as examine the role of gender with a theoretical foundation. It complements the empirical research in the IS literature that addresses new social communication technologies.

Social media has been widely adopted by politicians and political parties during elections and routine times and has been discussed before. However, research in the field has so far not addressed how a political leader's private or official social media account affects their message, language and style. The current study examined how Israeli Prime Minister Benjamin Netanyahu uses his private Facebook account, compared to his use of his official Facebook page “Prime Minister of Israel.”

In this study, the author identified the differences between these two digital entities using in-depth content analysis based on all posts (N = 1,484) published on the two pages over a 12-month period between 2018 and 2019.

The study’s findings indicate that Netanyahu regularly uses his personal page to address topics that are not represented on his official page, such as mentioning and attacking political rivals, presenting political agenda, and criticizing Israeli journalists and media organizations. Netanyahu's private Facebook account is also used to comment on personal events such as the criminal indictments he is facing and family affairs.

The findings highlight the need to investigate the different identities that politicians maintain on social media when they use personal or official accounts, sometimes on the same platform. The medium matters, yet the author also discovered that a leader's choice of account and its title are also important.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-01-2021-0004.

Corporate managers must find a way to communicate their CSR activities to stakeholders without creating a boomerang effect where the CSR messages create resentment of instead of support for the corporation. One alternative is to use social media channels because they are low cost and can use a soft sell approach, thereby reducing the likelihood of a boomerang effect. However, using social media messaging about CSR challenges managers to attract followers to those social media channels. This chapter explores the use of gamification, the use of gaming features in the CSR messaging, to present CSR messages. The case study of Kraft’s “Two-Minute Drill” is used to illustrate how gamification can be used to promote social media-based CSR messaging.

A case study method is used to illuminate how Kraft used gamification to increase the audience for its anti-hunger CSR efforts. Kraft used the “Two-Minute Drill” game to attract people to their effort to fight hunger.

The “2-Minute Trivia Drill” seemed to overcome the CSR promotional communication concerns of tone and cost. The dominant message and theme is feeding the hungry. The tone on the Facebook page and the game itself is subtle in relation to the Kraft brand because Kraft appears in the background through its logo, name, and the names of prominent Kraft products. The stakeholders are treated as the drivers of the CSR effort because the individuals playing the game are what create the donations from Kraft. Donations could even be personalized. None of the comments posted to the Kraft Fight Hunger Facebook page questioned the expense of the project. Overall the comments were very favorable suggesting there was no boomerang effect from the game.

The study offers only one case study of gamification in CSR communication. More cases are necessary to draw stronger conclusions about the utility of gamification for CSR communication presented via social media. Moreover, more direct measures are needed to assess how stakeholders feel about CSR messages using gamifications and if the strategy can consistently prevent a boomerang effect.

The implications from the case study are that gamification can be an effective way to attract stakeholders to social media-based CSR messages and to generate positive reactions to the CSR messaging.

This chapter is one of the first detailed explorations of gamification as a means to avoid the dangers of the CSR promotional communication dilemma (stakeholders wanting CSR information but reacting negatively to the promotion of CSR activities).

The purpose of this paper is to explore four general design features of King Digital Entertainment’s game “Candy Crush Saga” – structural, social, cognitive, and emotional – that reflect the principles of Universal Design for Learning and discusses how these features can be applied to course design in order to motivate learner persistence and increase student success.

Both authors are casual Candy Crush game players intrigued by how the game motivates users to continue. The methodology began with participant observation and expanded to “deconstruction” of game features and application of research findings in multiple disciplines to build the argument that game design strategies can be applied to course design to enhance learning outcomes.

Many factors influence game play, but it is crucial for each level to provide increasing challenges that motivate increased mastery but do not frustrate a player to the point of quitting. Similarly, course design that provides the opportunity for learners to achieve a sense of “flow” through the opportunity to identify goals, meet challenges, and receive feedback may encourage them to persist even when they are working autonomously as in some online environments.

This paper is based on an analysis of the design of a single game and has not been formally tested on course design. Some suggestions may be easier to implement in courses than others.

The paper offers 14 structural, three social, four cognitive, and six social design strategies that can be implemented in course design as a way to potentially enhance learner engagement and learning outcomes.

No published research exists that connects game design and course design in this fashion.

Over the past decade, the rapid evolution of social media has impacted the field of human resource management in numerous ways. In response, scholars and practitioners have sought to begin an investigation of the myriad of ways that social media impacts organizations. To date, research evidence on a range of HR-related topics are just beginning to emerge, but are scattered across a range of diverse literatures. The principal aim of this chapter is to review the current literature on the study of social media in HRM and to integrate these disparate emerging literatures. During our review, we discuss the existent research, describe the theoretical foundations of such work, and summarize key research findings and themes into a coherent social media framework relevant to HRM. Finally, we offer recommendations for future work that can enhance knowledge of social media’s impact in organizations.

The purpose of this paper is to add to the growing literature addressing whether, and to what extent, brand meaning is determined by corporate and consumer-generated processes. To do this, the authors compared the expression of brand meaning across three key sources i.e. first, brand strategy (i.e. traditional marketing mix); second, corporate-generated media (i.e. web site); and third, consumer-generated media (Facebook).

To address the research question of this study, the authors conducted an in-depth investigation into consumer co-creation experiences in the context of Facebook brand communities. The authors then interpreted the findings in relation to the brand strategy (i.e. marketing mix) and brand meaning expressed via corporate-generated online media (i.e. corporate web site). The authors achieved this by applying a narrative discourse analysis to textual data. To effectively handle the high quantity of textual data spawned via consumer-generated media (i.e. Facebook), the authors used a computer-assisted content analysis application (i.e. Leximancer).

In the analyses the authors found that brand expressions varied considerably across the chosen retail brands, but in all cases strong integration and alignment were present between the corporate and consumer-generated media. Specifically, the authors found that Facebook interactions echoed the brand meanings espoused on the corporate web sites. The findings indicate that online marketers can define the nature of brand co-creation, especially in the context of Facebook interactions.

For marketers who are eager to take advantage of Web 2.0 to build their brand, the findings of this research are highly significant. The authors showed that the brands developed their own interaction profiles, which allowed them to align the Facebook content with their core brand values. The results indicate that sound brand governance is articulated through the effective management of social media touchpoints by providing interactive, content rich, and relevant Facebook sites that echo core brand values.

Even though businesses have now started to penetrate the online social networks and offer direct links from corporate web sites to social networking sites like Facebook and Twitter, little is known regarding the relationship between social media and traditional media in brand building. This research addresses this gap by undertaking an exploratory study of Facebook brand communities with implications for brand co-creation and brand governance.

Anglo-centric scholarship understands authenticity of online mediated performance for acquiring fame as a context-dependent claim, requiring labor in displaying a vulnerable self that is evaluated and validated by a relevant audience. This book chapter examines this concept in a non-Western context through a case study of a Pakistani microcelebrity, Qandeel Baloch. By explaining how Pakistani broadcast celebrity performances continue to be evaluated by religious and moral standards, this analysis finds how a transgressive performance shapes an authentic microcelebrity claim on social media.