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Social media platforms are highly visible platforms, so politicians try to maximize their benefits from their use, especially during election campaigns. On the other side, people express their views and sentiments toward politicians and political issues on social media, thus enabling them to observe their online political behavior. Therefore, this study aims to investigate user reactions on social media during the 2016 US presidential campaign to decide which candidate invoked stronger emotions on social media.

For testing the proposed hypotheses regarding emotional reactions to social media content during the 2016 presidential campaign, regression analysis was used to analyze a data set that consists of Trump’s 996 posts and Clinton’s 1,253 posts on Facebook. The proposed regression models are based on viral (likes, shares, comments) and emotional Facebook reactions (Angry, Haha, Sad, Surprise, Wow) as well as Russell’s valence, arousal, dominance (VAD) circumplex model for valence, arousal and dominance.

The results of regression analysis indicate how Facebook users felt about both presidential candidates. For Clinton’s page, both positive and negative content are equally liked, while Trump’s followers prefer funny and positive emotions. For both candidates, positive and negative content influences the number of comments. Trump’s followers mostly share positive content and the content that makes them angry, while Clinton’s followers share any content that does not make them angry. Based on VAD analysis, less dominant content, with high arousal and more positive emotions, is more liked on Trump’s page, where valence is a significant predictor for commenting and sharing. More positive content is more liked on Clinton’s page, where both positive and negative emotions with low arousal are correlated to commenting and sharing of posts.

Building on an empirical data set from Facebook, this study shows how differently the presidential candidates communicated on social media during the 2016 election campaign. According to the findings, Trump used a hard campaign strategy, while Clinton used a soft strategy.

This study aims to examine the perceptions of political figures and campaign strategists in Kuwait regarding the adoption of virtual political campaigns during the COVID-19 pandemic. By using an enhanced version of the technology acceptance model (TAM), it seeks to understand and quantify their attitudes toward these digital campaign methods. This study can be considered as a bold contribution to the discussion on digital transformation of virtual channels for the promotion of bold innovation and social impact in Kuwait.

Data was gathered from 82 participants, comprising 47 politicians and 35 campaign managers in Kuwait. A comprehensive method involving both questionnaires and face-to-face interactions was implemented to ensure a thorough collection of relevant data, aiming to support the research’s objectives effectively.

The results underscore the significant influence of perceived ease of use, perceived usefulness and the newly integrated factor of perceived convenience on the attitudes toward virtual political campaigns. These factors collectively shape the willingness and approach of political entities in embracing digital campaigning avenues. The findings also indicate that digital transformation in the design and implementation of virtual campaigns can be grounded on positive attitudes and perceptions.

The research fills a critical gap in existing literature by examining large-scale attitudes toward virtual political campaigns in Kuwait’s unique context. It offers novel understandings of how political figures and campaign managers perceive and adapt to technological advancements in campaign strategies, mainly during unprecedented crisis times like the COVID-19 pandemic. This study contributes to academic discourse and has practical implications for the evolution of political campaigning strategies in a digital age. A direct implication of our study is also the need to promote further future research on the capacity of digitally transformed channels for political campaigns to be venues of bold innovation. It also highlights the need to provide citizens with training and awareness for this new era of prompt responses to their requirements toward sustainable development and innovation.

This study aims to examine the attitudes of the Kuwaiti public towards governmental campaigns on social media (GCSM) regarding the country’s Vision 2035. Specifically, it investigates the effect of GCSM on three attitudinal dimensions (i.e. cognitive, emotional and behavioural).

This study is designed using random sampling. Responses from 630 social media users were obtained using a survey questionnaire (Appendix). The results of data analysis indicate that GCSM had a positive impact on the attitudes of participants towards Vision 2035.

Based on the findings, recommendations are outlined to increase the efficiency of GCSM. This study is unique because no other study has examined the attitudes of Kuwaiti citizens towards GCSM or investigated the effects of these campaigns on citizens’ attitudes in terms of cognitive, emotional and behavioural components. The results can assist decision makers in identifying the effectiveness of such campaigns and taking measures accordingly.

This research provides a new evaluation of the role of virtual campaigns in Kuwait. It highlights the crucial and increasing role of virtual campaigns on citizens’ attitudes Towards Kuwait’s Vision 2035, and it found that virtual campaigns should be used as an addendum to conventional political campaigns in Kuwait.

This study aims to elaborate on the antecedents of muzakki (zakat payers) paying zakat (Islamic philanthropy) through institutions with social media arrangements, while the drivers of social media engagement are used in the conceptual model with trust and intention.

Overall, the final sample of 230 respondents was obtained through the database of official zakat management institutions. Regarding analytical tools, this study combines the partial least square structural equation modelling and necessary condition analysis approaches to explore research findings.

The findings show that firm-generated information and trust play an important role directly and indirectly. At the same time, other constructions, such as social factors and user-based factors, provide variations in necessary conditions to increase the muzakki’s intention to channel their zakat through institutions.

Zakat institutions must focus on improving social media-based services by integrating important information, such as credibility and transparency, with muzakki’s preferences. Additionally, zakat information on social media must be attractively packaged and contain facilities that muzakki can use in communicating, such as; their opinions, suggestions and input. The findings, in general, underscore the attachment between muzakki and zakat institutions through social media, which can significantly impact the positive environment of zakat institutions.

To the author’s knowledge, this study is pioneering in conceptualizing and testing a theoretical model linking drivers of social media engagement, trust and intention to pay zakat through the institution, particularly in the levels of necessity.

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.

The present study aims to examine the impact of social media marketing activities (SMMAs) on the adoption of food waste reduction behavior among Generation Z consumers within the restaurant service industry in Pakistan. The study focuses on the impact of social media advertisements and investigates the mediating influence of waste reduction intentions on actual behavior. This underscores the significance of contextual and emotional variables in comprehending consumer behaviors.

The study used a cross-sectional research methodology to examine the impact of SMMAs on the behavior of Generation Z consumers in Pakistan’s food service industry with regard to reducing food waste. A study was conducted to investigate the restaurant purchasing behaviors of a sample consisting of 449 individuals belonging to the millennial generation, often known as Generation Z.

The majority of variables related to SMMA, except for interactivity and personalization, were shown to have a positive impact on individuals’ intents to reduce food waste. The study observed a significant relationship between consumers’ intentions to decrease waste and their actual behavior in waste reduction. Furthermore, this relationship was shown to be influenced by the mediating role of waste reduction intention.

Examining how social media affects Pakistani Generation Z’s efforts to reduce food waste is what makes this study distinctive. According to the research, the majority of social media factors positively influence intentions to reduce waste. The relationship between intentions and actual behavior, which highlights the impact of social media campaigns and emotional aspects in promoting waste reduction, is one of the important conclusions.

This study aims to elucidate the dynamics of social media discourse during global health events, specifically investigating how users across different platforms perceive, react to and engage with information concerning such crises.

A mixed-method approach was employed, combining both quantitative and qualitative data collection. Initially, thematic analysis was applied to a data set of social media posts across four major platforms over a 12-month period. This was followed by sentiment analysis to discern the predominant emotions embedded within these communications. Statistical tools were used to validate findings, ensuring robustness in the results.

The results showcased discernible thematic and emotional disparities across platforms. While some platforms leaned toward factual information dissemination, others were rife with user sentiments, anecdotes and personal experiences. Overall, a global sense of concern was evident, but the ways in which this concern manifested varied significantly between platforms.

The primary limitation is the potential non-representativeness of the sample, as only four major social media platforms were considered. Future studies might expand the scope to include emerging platforms or non-English language platforms. Additionally, the rapidly evolving nature of social media discourse implies that findings might be time-bound, necessitating periodic follow-up studies.

Understanding the nature of discourse on various platforms can guide health organizations, policymakers and communicators in tailoring their messages. Recognizing where factual information is required, versus where sentiment and personal stories resonate, can enhance the efficacy of public health communication strategies.

The study underscores the societal reliance on social media for information during crises. Recognizing the different ways in which communities engage with, and are influenced by, platform-specific discourse can help in fostering a more informed and empathetic society, better equipped to handle global challenges.

This research is among the first to offer a comprehensive, cross-platform analysis of social media discourse during a global health event. By comparing user engagement across platforms, it provides unique insights into the multifaceted nature of public sentiment and information dissemination during crises.

This study aims to identify the groups of value cocreators in the context of social media in the retail banking industry and resources that predict customer membership among different groups of value cocreators.

This study reviewed the literature and developed measurement instruments for the constructs of interest. Data were collected from 406 customers in an emerging market in 2019 and analyzed using latent profile analysis.

This study identified three profiles of value cocreators on social media based on the actual practices of resource integration that enliven value cocreation. Second, this study explains the differences in the performance of resource integration practices to cocreate by the types of resources that customers integrate into social media. Third, this study fills the need for knowledge of value cocreation in different contexts and industries (e.g. banks).

This study analytically relates a set of resources to the variety and intensity of the value cocreation practices adopted by bank customers in interactive environments. The emphasis on how value cocreation practices in online environments combined with customer resources (e.g., a person-centered approach) allows to identify unique profiles of value cocreators on social media. The findings inform managers of the profiles of cocreators, which customers are more attractive as value cocreators on social media, and which resources managers should help customers develop to increase cocreation on social media.

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.

Social commerce has brought about a significant transformation in consumer experience due to diverse factors. As a result, users often find themselves prone to impulsive buying behaviour when exposed to such an environment. Prior research was limited to demonstrating the expanding influence of celebrities on social media and the linkage between social engagement and impulse buying context. Furthermore, the impulse buying tendency of consumers on social media in the context of celebrity posts has yet to be validated. This paper aims to assess the influence of consumer awareness, consumer trust and observational learning on the latent state-trait (LST) theory regarding celebrity posts on impulse buying tendencies.

The empirical research builds on a sample survey involving 750 students from the “Big Four” economics universities in Hanoi. The proposed model was analysed using a partial least squares structural equation modelling technique.

The authors find that consumer trust and observational learning from celebrity’ posts positively affect impulse buying tendency. Yet celebrity influence awareness directly impacts trust in celebrity’ posts rather than directly impacting impulse buying tendency. Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

Perceiving the importance of interactive and authentic posts by a celebrity in influencing consumers’ purchase behaviour on social media, this research offers valuable insights for stakeholders in the digital celebrity sphere of communication and marketing.

From a theoretical perspective, this expands the applicability of the LST theory in social commerce to promote impulse buying tendencies. Second, this contributes to the literature on the emerging phenomenon of social media celebrities, as existing literature does not clarify their influence on impulse buying behaviour. Third, this research applies the concept of observational learning in online shopping through key features of social media platforms, namely, likes, shares and comments, to investigate their influence on the impulse buying tendency of consumers. Concerning managerial implications, the authors propose practical recommendations for practitioners, particularly those involved or interested in the commercial services industry and social media marketing (namely, celebrities and partner companies).