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Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.

The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.

The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.

This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.

This study examines the effect of social media marketing on voting intention applying a combination of fuzzy logic methodology and a multidimensional panel data model.

The study adopts a multidimensional panel data method that includes several fixed effects. The dependent variable is a multifaceted construct that measures the participants’ intention to vote. The independent variables are electronic word of mouth (eWOM), customisation (CUS), entertainment (ENT), interaction (INT), trendiness (TRD), candidate’s perceived image (CPI), religious beliefs (RB), gender and age. The grouping variables that signify fixed effects are employment status, level of education, mostly used social media and religion. First, the significance of said fixed effects was tested through an ANOVA process. Then, the main model was estimated, including the significant grouping variables as fixed effects.

Employment status and level of education were significant fixed effects. Also, eWOM, ENT, INT, CPI, RB and gender significantly affected participants’ voting intention.

Being based on a questionnaire that asked participants about how they perceive different aspects of social media, the present study is limited to their perceptions. Therefore, further studies covering the voters’ behaviour in action could be efficient complements to the present study.

The findings could guide the political parties into prioritizing the aspects of social media in forming an effective campaign resulting in being elected.

The findings have the potential to help the public in making better informed decisions when voting. Furthermore, the results of this study indicate applications for social media which are beyond leisure time fillers.

Fuzzy logic and multidimensional panel data estimates are this study’s novelty and originality. Structural equation modelling and crisp linguistic values have been used in previous studies on social media’s effect on voting intent. The former refines the data gathered from a questionnaire, and the latter considers the possibility of including different grouping factors to achieve a more efficient and less biased estimation.

This paper aims to explore the determinants causing fake information proliferation on social media platforms and the challenges to control the diffusion of fake news phenomena.

The authors applied the systematic review methodology to conduct a synthetic analysis of 37 articles published in peer-reviewed journals retrieved from 13 scholarly databases.

The findings of the study displayed that dissatisfaction, behavior modifications, trending practices to viral fake stories, natural inclination toward negativity and political purposes were the key determinants that led individuals to believe in fake news shared on digital media. The study also identified challenges being faced by people to control the spread of fake news on social networking websites. Key challenges included individual autonomy, the fast-paced social media ecosystem, fake accounts on social media, cutting-edge technologies, disparities and lack of media literacy.

The study has theoretical contributions through valuable addition to the body of existing literature and practical implications for policymakers to construct such policies that might prove successful antidote to stop the fake news cancer spreading everywhere via digital media. The study has also offered a framework to stop the diffusion of fake news.

This study seeks to explore the impact of “fear of missing out” (FOMO) and “psychological enhancement” (PE) on addiction to social media applications, subsequently influencing users' life satisfaction and continuous usage intention.

This research involved the administration of two sets of questionnaires during distinct periods: December 15 to December 30, 2022 and August 26 to September 2, 2023. The participants were college students from three universities in China, and the data collection utilized the “Questionnaire Star” platform. Only responses deemed valid and consistent were included in the subsequent statistical analysis. A total of 1,108 valid samples were used for the final analysis. Analyses including reliability, validity, path analysis, structural equation modeling, mediation effects and moderation effects were conducted using SPSS and AMOS software.

The study revealed that both FOMO and PE exerted positive influences on users' addiction to social media applications. Furthermore, this addiction was found to have a negative effect on users' life satisfaction while simultaneously contributing positively to their intention to continue using these platforms. The mediating effect of social media application addiction and the moderating impact of self-regulation were also substantiated through the analysis.

Firstly, it is important to note that the research population of this study is limited to college students, which may limit its generalizability and representativeness. Although college students are a group known for their familiarity with and frequent use of smartphones and social media apps, the findings may not fully capture the behaviors of social media app users in other age groups. To enhance the understanding of social media app addiction across different age groups, future studies should consider expanding the research population and conducting multi-group difference analyses. Secondly, while focusing on specific users within a particular region can minimize unexplained variance in model estimation, it may also restrict the broader applicability of the study results. Therefore, future studies should consider testing the research model with diverse groups from different regions and cultural backgrounds. This approach will provide valuable insights into how social media app addiction may vary across various contexts, thereby enriching our understanding of this phenomenon.

Our findings reveal that in the “attention economy” environment shaped by addiction, social media app managers should leverage technology to swiftly and accurately target audiences, attract them to their platforms and cultivate long-term relationships. Encouraging users to develop new beneficial habits through app-specific functions and precise services will foster continuous usage and unlock revenue and marketing opportunities for app companies.

Despite the extensive scholarly discourse on social media application addiction, there is a lack of a well-defined framework delineating how addictive user behaviors can be leveraged in the marketing strategies of social media application platforms. The present study seeks to address these gaps, contributing to a better understanding of the formation mechanisms and knowledge systems related to social media application addiction. By investigating the causes and consequences of such addiction, this research offers valuable insights and recommendations for the innovative development of these apps, given their widespread popularity. Concurrently, the study establishes a theoretical basis for the concept that users can mitigate the negative effects of social media addiction by exercising their own self-regulation.

As the functionalities and features of social media apps converge, their individual uniqueness starts to diminish, intensifying the competition among social media companies. This escalating rivalry places higher demands on these companies. This study aims to aid social media app companies in comprehending and analyzing the diverse psychological needs of users. By enriching their platform features and services, leading users towards addiction and gaining an edge in the “Attention Economy” competition. Understanding and catering to users' needs will be instrumental in thriving within this dynamic and evolving attention economy landscape.

The study investigates factors like media, tribal, religious and party politics' influence on Nigerias’ 2023 presidential election choice. It confirms dominant social media platforms and examines their influence on election polls, e-participation and political candidate choice. The main objectives of this study are to: investigate if tribal, religious and party politics affect the respondent’s choice of a presidential candidate, ascertain the respondent's most used social media platform for political engagement and determine how social media platforms influenced the election polls during the 2023 Nigerian presidential election.

A sample size of 384 registered voters was used to survey three states in Southeast Nigeria hinged on the technological acceptance model, the instrumentalist theory of ethnicity and the theory of reasoned action.

The study found that tribal politics did not influence political candidates during the 2023 Nigerian presidential election. However, religious and party politics influenced their choices as well as X (Twitter), found as the most used and most influential social media platform vital for enhancing participatory democracy and informing people at real-time.

The researchers experienced challenges such as ensuring that the respondents filled the questions appropriately to reduce the number of void questionnaires and a funding problem since they had yet to receive any grant to enhance the study.

The study commends improved Internet connectivity and accessibility among the citizens for increased political engagement on social media. It also recommends that the Nigerian government enforce the rule of law in politics to enable diverse tribes and religions to experience democratic e-participation and development without marginalisation or subjugation by incumbent power. The findings affirm that social media is apt in political communication during the 2023 presidential elections in Nigeria. The study is a contribution to knowledge, timely and original.

The study aims to present a systematic literature review (SLR) to understand the current status of research on social media usage among the bottom of the pyramid (BOP). The purpose of this study is to identify the research gaps in this domain and review future research agendas by using theory, context, characteristics and methods [TCCM] framework.

An SLR, keywords co-occurrence and TCCM analysis were used to analyse and synthesize insights from 44 studies gained from Web of Science and Scopus databases.

The findings suggest that the USA and India are popular contexts for studying BOP. The BOP population uses social media to gain utilitarian, hedonic and social values. Further, social media can help BOP explore “entrepreneurship” opportunities, value co-creation and bring innovations.

This study expands the intellectual boundaries of social media at BOP and suggests multidisciplinary research. Additionally, adopting novel theoretical lenses helped determine social media's impact on BOP.

This paper aims to investigate the mechanisms through which social media news consumption across different platforms leads to opinion polarization in society. To this end, the authors draw from cultivation theory to examine whether social media news consumption imparts a mainstreaming or resonance effect. Media consumption imparts a mainstreaming effect if frequent users, regardless of their social identity, develop homogenous attitudes about issues, whereas resonance is at play if there is a differing cultivation effect on various social groups depending on their relatability of life experiences.

The authors conduct the study in the developing context of India, using a population survey dataset from 2019. Regression-based mediation and moderation analyses were carried out to test the hypotheses.

The findings reveal that resonance is the most prominent mechanism through which social media news consumption cultivates opinion polarization, contrary to the mainstreaming effect imparted by television. Further, WhatsApp use was found to strengthen the polarizing effect of overall social media news consumption, while YouTube use weakened the cultivation of polarization.

The paper unearths how social media news consumption influences the opinion polarization of various social groups differently. The authors also find the differential effect of specific platform use. These findings have the potential to inform policymakers and developers about how to mitigate the detrimental effects of platform-based political persuasion.

This study offers significant contributions. First, the authors explain social media-induced polarization using the novel theoretical lens of cultivation. Second, the authors find that social media and television news consumption differ in their polarizing effects. Third, the authors find that while WhatsApp use amplifies the polarizing effect of social media news consumption, YouTube use weakens it.

The use of social media is one of the new technological options that has been recommended as a potential new strategy for delivering high-quality, high-value cancer prevention and management services. Despite the increasing use of social media, little research has been done on the use of social media in brain tumors. Therefore, this systematic review aims to provide a comprehensive review of the use of social media in brain tumor research.

A systematic search was performed in PubMed, Scopus and Web of Science from inception to August 1, 2022. English full-text articles evaluating social media use, benefit or content in brain tumor were considered.

Sixteen documents satisfied the inclusion criteria and were included in the final analysis. Most of the included studies (n = 11/16) were conducted and published by researchers in the USA. In terms of social media platform, most studies focused on Twitter (8/16, 50%) and YouTube (8/16, 50%), followed by Facebook (6/16, 37.5%) and Instagram (4/16, 25%). Most studies (n = 7/12) analyzed the content of brain tumor information provided on social media, followed by patients’ use of social media (n = 3/12) and the quality of information on social media (n = 3/12). The other three articles also examined patient recruitment, crowdfunding and caregiver use of social media.

By identifying the use, benefits and content of social media platforms in different settings, patients, clinicians and policymakers can better benefit from harnessing the power of social media in different ways, leading to improved health-care services.

To the authors knowledge, this is the first study to systematically examine social media use, benefits and content status in brain tumors.

This paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.

The conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.

Except for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.

Future research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.

DMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.

This study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

This study aims to investigate the current practices being implemented against the dissemination of fake online news, identify the relationship of new media literacy (NML) with fake news epidemic control and find out the challenges in identifying valid sources of information.

To accomplish constructed objectives of this study, a systematic literature review (SLR) was conducted. The authors carried out the “Preferred Reporting Items for the Systematic Review and Meta-analysis” guidelines as a research methodology. The data were retrieved from ten world’s leading digital databases and online tools. A total of 25 key studies published in impact factor (IF) journals were included for systematic review vis-à-vis standard approaches.

This study revealed trending practices to control fake news consisted of critical information literacy, civic education, new thinking patterns, fact-checkers, automatic fake news detection tools, employment of ethical norms and deep learning via neural networks. Results of the synthesized studies revealed that media literacy, web literacy, digital literation, social media literacy skills and NML assisted acted as frontline soldiers in combating the fake news war. The findings of this research also exhibited different challenges to control fake news perils.

This study provides pertinent theoretical contributions in the body of existing knowledge through the addition of valuable literature by conducting in-depth systematic review of 25 IF articles on a need-based topic.

This scholarly contribution is fruitful and practically productive for the policymakers belonging to different spectrums to effectively control web-based fake news epidemic.

This intellectual piece is a benchmark to address fake news calamities to save the social system and to educate citizens from harms of false online stories on social networking websites.

This study vivifies new vistas via a reinvigorated outlook to address fake news perils embedded in dynamic, rigorous and heuristic strategies for redefining a predetermined set of social values.