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This study aims to examine the use of social media by academic librarians at universities in Zimbabwe with particular focus on the application of the four key constructs of the unified theory of acceptance and use of technology model. This study assesses the degree to which academic librarians in Zimbabwe believe that using social media enhances service delivery, the extent to which academic librarians perceive social media as easy to use, the influence of peers on social media use among academic librarians and the extent to which facilitating conditions influence social media use.

A pragmatist worldview in which both quantitative and qualitative methods were adopted, this multiple case study used face-to-face interviews, self-administered questionnaires and content analysis for collecting data.

Academic librarians in Zimbabwe perceive social media tools to be useful and easy to use in the provision of services. Social influence had a moderate effect on academic librarians’ use of social media for service delivery at universities in Zimbabwe, but they feel that their supervisors do not provide enough help for them to use social media.

To the best of the authors’ knowledge, no similar study has been done previously in Zimbabwe. This multiple case study presents useful findings on the acceptance and use of social media by academic librarians in Zimbabwe.

The current study seeks to investigate, why and how faculty members of Indian central universities are using academic social networking sites (ASNs) for research communication and information dissemination, as well as validate and update the results of previous scholarship in this area. To achieve this, the paper uses structural equation model (SEM).

A simple random sampling method was adopted. Online survey was conducted using a well-designed questionnaire circulated via email id among 3384 faculty members of Indian Central Universities. A SEM was designed and tested with International Business Machines (IBM) Amos. Apart from this, Statistical Package for Social Sciences (SPSS) 22 and Microsoft Excel 2010 were also used for data screening and analysis.

The study explores that most of the respondents are in favour of using the ASNs/tools for their professional activities. The study also found that a large chunk of the respondents used ASNs tools during day time. Apart from it, more number of faculty members used ASNs in research work than general purpose. No significant differences were found among the disciplines in use behaviour of ASNs in scholarly communication. Three hypotheses have been accepted while two were rejected in this study.

The study was confined to the twelve central universities, and only 312 valid responses were taken into consideration in this study.

The paper demonstrates the faculty members’ use behaviour of ASNs in their research communication. The study also contributes new knowledge to methodological discussions as it is the first known study to employ SEM to interpret scholarly use of ASNs by faculty members of Indian central universities.

This paper aims to investigate customer attitude towards the use of emerging social media platforms (SMPs) for promotional activities by United Arab Emirates (UAE)-based Islamic banks, particularly, in the post-COVID-19 era. The key drivers of this research include analysing, anticipating and providing recommendations to reinvigorate the marketing and promotional strategies of the UAE Islamic banks to spark renewed customer interest.

This study is anticipatory and descriptive in nature. Primary data is used to understand customer perception towards the use of emerging social media marketing tools by the UAE-based Islamic banks. Reliability, factor analysis and multiple regression analysis are applied to understand customer attitude. While focusing on the current COVID-19 scenario, the need for innovative structure is envisaged to meet the post-COVID-19 needs.

The findings of this research highlight the significance of emerging SMPs such as WhatsApp, TikTok, Pinterest, Viber, Snapchat and their application as promotional tools to inspire the purchase intention of customers in this virtual age. The results of the study reveal these emerging SMPs are predicted to be used as the preferred promotional tools for Islamic banks.

This paper is limited to the UAE Islamic banks and to a specified set of SMPs as promotional tools. Nevertheless, its findings have important implications that can be extended and validated through studying the post-COVID-19 customer attitude towards other innovative promotional tools used by commercial banks in general and Islamic banks in particular, in the GCC and Middle East and North Africa (MENA) regions.

There is currently limited available research on the innovative social media marketing techniques and promotional strategies. This study is a novel attempt to examine the adoption of the emerging SMPs as promotional tools by the UAE Islamic banks. This paper extends value to the existing studies on the impact of the pandemic on the promotional activities of the UAE Islamic banking industry. Nonetheless, while regionally specific, it is valuable in its potential application to the Islamic banking sector in the entire GCC and MENA region in the post-COVID-19 era.

This work aims to examine the communication on Twitter of the most responsible companies in Spain to identify the topics covered on corporate social responsibility (CSR) from the perspective of happiness and social marketing. In addition, the profiles of the messages that show an association with the impact of the messages have been identified.

An empirical analysis of the Twitter posts of Spain's ten most responsible companies has been carried out. The methodology of this work combines data mining techniques, sentiment analysis and content analysis, both from a quantitative and qualitative approach.

The results show that most brand tweets do not deal with CSR-related topics. The topics they address the most are those related to sports and the weather. From the perspective of social marketing, conversational-type tweets are the most published and have achieved the most significant reaction from the public. In addition, four messages' profiles have been identified based on the company and the emotional connotation associated with the impact, giving rise to more outstanding promotion of social causes.

Our main contribution to this work has been to value positive communication and social marketing to promote better CSR on Twitter. In this sense, it has been verified that there is a relationship between the public's reaction, the affective connotation and the company that issues the messages.

This study explores the key platform affordances that online social platform providers need to offer digital creators to strengthen the creator ecosystem, one of the leading accelerators for platform growth. Specifically, it aims to investigate how these affordances make the dynamic combinations for high platform quality across diverse platform types and demographic characteristics of digital creators.

This study adopts a multi-method approach. Drawing upon the affordance theory, Study 1 aims to identify the key affordances of online social platforms based on relevant literature and the qualitative interview data collected from 22 digital creators, thereby constructing a conceptual framework of key platform affordances for digital creators. Building on the findings of Study 1, Study 2 explores the dynamic combinations of these platform affordances that contribute to platform quality using a configurational approach. Data from online surveys of 185 digital creators were analyzed using fuzzy set qualitative comparative analysis (fsQCA).

The results of Study 1 identified key online social platform affordances for digital creators, including Storytelling, Socialization, Design, Development, Promotion, and Protection affordance. Study 2 showed that the combinations of these platform affordances for digital creators are diverse according to the types of platforms, creators’ gender, and their professionality.

Like many studies, this research also has several limitations. One limitation of the research is the potential constraint of the extent of how well the data samples represent the group of creators who are actively producing digital content. Despite the addition of screening questions and meticulous data filtering, it is possible that we did not secure sufficient data from creators who are actively engaged in creative activities. In future research, it is worth contemplating the acquisition of data from actual groups of creators, such as creator communities. Future researchers anticipate obtaining more in-depth and accurate data by directly involving and collaborating with creators.

This study highlights the need for online social platforms to enhance features for storytelling, socializing, design, development, promotion, and protection, fostering a robust digital creator ecosystem. It emphasizes clear communication of these affordances, ensuring creators can effectively utilize them. Importantly, platforms should adapt these features to accommodate diverse creator profiles, considering differences in gender and expertise levels, especially in emerging spaces like the Metaverse. This approach ensures an equitable and enriching experience for all users and creators, underlining the importance of dynamic interaction and inclusivity in platform development and creator support strategies.

This study underscores the social implications of evolving digital creator ecosystems on online platforms. Identifying six key affordances essential for digital creators highlights the need for platforms to enhance storytelling, socializing, design, development, promotion, and product protection. Crucially, it emphasizes inclusivity, urging platforms to consider diverse creator profiles, including gender and expertise differences, particularly in transitioning from traditional social media to the Metaverse. This approach nurtures a more robust creator ecosystem and fosters an equitable and enriching experience for all users. It signals a shift towards more dynamic, adaptive online environments catering to diverse creators and audiences.

For academics, this study builds the conceptual framework of online social platform affordances for digital creators. Using the configurational approach, this study identified various interdependent relationships among the affordances, which are nuanced by specific contexts, and suggested novel insights for future studies. For practices, the findings specified by creators and platform types are expected to guide platform providers in developing strategies to support digital creators and contribute to platform growth.

Entrepreneurs and individual sellers heavily leverage their social ties embedded in social media, expressive or instrumental, to penetrate the market and achieve business success. However, the extant social commerce literature offers limited understanding on how different forms of buyer−seller social ties embedded in social media affect buyers' purchase behaviors. The study draws on the theoretical lens of social ties and proposes an integrative theoretical framework to understand the direct and indirect influences of expressive and instrumental ties (ExTSM and InTSM) between buyers and sellers on buyers' purchase intention (PI) in social commerce.

The authors first validated the measures of ExTSM and InTSM with survey data from 166 Weibo commerce buyers. They then tested their theoretical framework and hypotheses with survey data from 246 buyer−seller dyads in WeChat commerce.

With a buyer-centric view, (1) ExTSM and InTSM, respectively, had a direct negative and a positive influence on PI; (2) both trust and perceived product value displayed inconsistent mediation effects on the negative relationship between ExTSM and PI; and (3) only perceived product value mediated the positive influence of InTSM on PI. From sellers' viewpoint, (1) their ExTSM and InTSM with buyers were mixed up, and (2) the mingled social ties negatively impacted buyers' purchase intention.

The findings of the study advance the theoretical understanding of social commerce and offer practical guidance for small and medium-sized enterprises to effectively utilize social media for business purposes.

The purpose of this study is to assess the value of altmetrics or other indicators, showcasing the impact of academic output, which is seen too often correlated with the citation count.

This study considered three reputed journals of Library and Information Science (LIS) published by Elsevier. A total of 1,164 articles were found in these journals from 2016 to 2020 and the relationships between altmetric attention scores (AAS) and citations were examined. The analysis was extended to compare the grouped data set based on percentile ranks of AAS like top 50%, top 25%, top 10% and top 1%.

Using Spearman correlation analysis, the findings reveal a positive correlation between AAS and citations with different significant levels for all articles, and articles with AAS, as well as for normalized AAS in the top 50%, top 25%, top 10% and top 1% data set. For the three journals International Journal of Information Management (IJIM), Journal of Informetrics (JIF) and Library and Information Science Research (LISR), a significant positive correlation is observed across all data sets. But an unexpected result was observed: in the case of the top 50% of articles for the IJIM and JIF showed no significant correlation but the LISR journal showed a positive correlation for the whole data set. This journal though has fewer articles in comparison to the other two.

A source item that is highly cited may not be having high social media attention as reflected in the findings. This demarcates AAS with citations implying various factors on which these measurements are dependent. The study distinguishes these metrics lucidly. There is not a single guideline or uniformity in assessing the correlation found. But the problem is that the interpretation of the correlation strength affects the conclusion of the study. Moreover, this study will be a role model as a draft for librarians to select relevant journals for their libraries and will facilitate authors in the choice of the publication outlets for their papers, particularly concerning the journals that have both visibility and research impact.

The study reported devising a comprehensive tool to validate AAS as a measure of scholarly impact to include appropriate social media sources and verify its relationship with other metrics. To the best of the authors’ knowledge, this paper is the first attempt to discover the correlation between AAS and citations for the highly impactful LIS journal published by Elsevier. The empirical evidence lies in the citation and altmetric data extracted from the dimension database.

This study aims to investigate the use of social networking sites (SNS) by researchers and their behaviours when conducting research-related activities by applying the unified theory of acceptance and use of technology (UTAUT) theory.

An online survey was distributed. This study’s design is derived from the UTAUT framework’s questionnaire items. The sample of this study comprised 216 respondents from 40 universities in the United Kingdom. Descriptive statistics were used to analyse the data.

Respondents revealed a positive relationship between the four constructs of the UTAUT framework (performance expectancy, effort expectancy, social influence and facilitating condition) associated with their intention to use SNS.

Most of the respondents were from the University of Strathclyde, so the authors cannot generalize the findings to other universities.

The findings will offer an extensive understanding of the value of SNSs, which will aid researchers to increase their visibility, and research activities online.

The results will provide an in-depth knowledge of the importance of SNSs, helping scholars to become more visible and engage in online research. A number of factors impacted how researchers behaved on SNSs and what they intended to use for research-related activity. School administrators, experts and other sponsors could take action to promote the use of SNSs in educational settings based on the findings. The study’s findings offer insightful knowledge to those who create SNS websites. By using this information, they will be able to improve these sites for research and study and gain a better understanding of the demands of SNS users.

The search for new techniques to teach English nowadays has been more than ever. These techniques have to be interesting and enjoyable in order to lower the anxiety levels of students when learning English (Bakhsh, 2016). That is why many scholars and teachers look forward to integrating technology into language teaching. Social media platforms (SMPs) are among these techniques since millions of people around the world utilize them for daily interaction. Yet, teaching English for specific purposes (ESPs) relies on learners’ needs and employs an eclectic approach in delivering its course content. For this reason, the current study reviewed articles that tackled the topic of teaching or learning ESP from SMPs so as to uncover their effect and the attitude or motivation of learners.

The researchers used the PRISMA flowchart model in order to identify, screen and include articles in the study.

The results revealed that SMPs are effective in teaching and learning ESP writing, speaking and vocabulary. Yet, the included studies showed that learners’ attitude toward SMPs is positive as they believe that they are motivating and interesting.

Some aspects of social media have turned out to be beneficial in the learning process and they need further investigation from ESP practitioners and scholars.

According to the study, it is crystal clear that the various social networks and platforms are beneficial and helpful for improving ESP productive skills.

The purpose of this study is to investigate how libraries use Twitter as a social media platform and examine the tweets they post, including multimedia content such as images and video clips. The study also aims to analyse the relationship between post types and user engagement and evaluate the effects of post features, such as multimedia content, on user engagement.

The methodology of the study involved three phases. In Phase 1, a review of related literature was conducted to develop a holistic approach for the study. In Phase 2, official Twitter handles of selected libraries were identified and verified for authenticity using various methods, including cross-checking with library websites. During Phase 3, data was collected from the Twitter handles. The data was then tabulated and interpreted to achieve the set objectives of the study.

The paper examined the tweets posted by select libraries on Twitter and their impact on user engagement. The study found that most tweets were related to library resources/collection and announcements, followed by events hosted by libraries. Emotionally inspiring posts and daily facts were also commonly posted. The findings also showed that including images in tweets resulted in higher levels of user engagement than video clips did. The study suggests that incorporating images fosters engagement and boosts retweets, while watching a video takes more effort and time.

The practical implications of the study can provide insights into the tweets that generate user engagement, which can help libraries tailor their social media strategies to attract and retain more followers. The paper can help libraries measure the success of their social media activities by evaluating user engagement metrics.

The originality/ value of the study lies in its examination of how libraries use Twitter as a social media platform, including the tweets they post and the impact of multimedia content on user engagement. While previous studies have examined the use of social media by libraries, this study focuses specifically on Twitter and provides a detailed analysis of the tweets that generate user engagement.