scholarly journals The New Normal: Social Media’s Novel Roles and Utilisation

J-IKA ◽  
2020 ◽  
Vol 7 (1) ◽  
pp. 25-32
Author(s):  
Rety Palupi ◽  
Mincho Slavov
Keyword(s):  
Social Media ◽  
Business Community ◽  
New Normal ◽  
Significant Growth ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
The Relationship

In the last decade social media has seen a significant growth and influence that reached an unprecedent levels during the COVID-19 pandemic. This research aims to identify and validate the new roles and way social media can be utilised in the era of New Normal. In addition, the relationship between social media and the new normal will be explored in the light of the post COVID-19 protocols by applying uses and gratification theory. The authors argue that new normal is offering unique possibilities for development and expanding the social media features, functions and way of use. This research provides both academics and the business community with a comprehensive and up-to-date knowledge about the increasing influence of social media on people’s lifestyle.

scholarly journals THE ROLE OF SOCIAL MEDIA IN ENHANCING ENTREPRENEURSHIP SKILLS AMONG NIGERIAN YOUTHS: COVID-19 TOTAL LOCKDOWN AND POST ERA

2021 ◽  
Vol 4 (1) ◽  
Author(s):  
Obiajulu Joel Nwolu
Keyword(s):  
Social Media ◽  
Category Theory ◽  
Service Providers ◽  
Internet Service ◽  
Internet Connectivity ◽  
Anambra State ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social

The study explored the roles of social media in enhancing the acquisition of entrepreneurship skills among Nigerian youths, retrospectively during the COVID-19 lockdown of 2020 and now, its post era. The study was guided by the uses and gratification theory as well as the social category theory. Using the triangulation method, a total of 10 social media influencers were interviewed while 2000 copies of questionnaire were administered to respondents within Anambra State. Findings revealed that 71. 4% of respondents acquired skills on social media during the lockdown with YouTube, Facebook and Instagram as the main media for these acquisitions. While further research is recommended in this area, however, there is a need for Government to provide appropriate infrastructure for better internet connectivity and also subsidize data costs by reducing the taxation of internet service providers. Furthermore, since it has been found that youths are the most active users of social media in Nigeria, in addition to the provision of grants and low-interest loans, Government should use these same social media for sensitization and orientation all geared towards effective youth productivity.

The impact of social media platforms on book marketing and advertising : a case of selected South African authors

2020 ◽  
Vol 3 (2) ◽  
pp. 43-60
Author(s):  
Selaelo John Mabeba
Keyword(s):  
Social Media ◽  
South African ◽  
Primary Data ◽  
Target Market ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
Social Media Platforms ◽  
The Right ◽  
The Impact

Authors use social media platforms to reach out to potential readers. Social media play an important role in book marketing and advertising and is convenient for meeting authors' goals of finding a wide target market in a short space of time. In light of this, this paper assessed the impact of social media platforms (Facebook, Twitter, Instagram and WhatsApp) on marketing and advertising books: poetry, fiction, and non-fiction. The paper emanates from an empirical study undertaken to establish whether such platforms do guarantee optimum sales for authors. The paper is grounded on the Uses and Gratification Theory (UGT) that explains the different reasons that inspire social media users to choose certain media to satisfy their specific needs. These needs develop out of the social territory. The theory states that receivers select the types of media and media content to fulfil their needs. UGT links the need for gratification to a specific medium choice that rests with the audience member. As a result, a qualitative method was used with an unstructured questionnaire to collect primary data. The findings show that authors have a challenge in terms of identifying the right target market on their social media accounts. The findings further show that social media platforms do not necessarily guarantee sales; instead, they are crucial for creating awareness.

scholarly journals Social and Conventional Media Patronage Among University Students: A Comparative Study

2019 ◽  
Vol 2 (2) ◽  
Keyword(s):  
Social Media ◽  
Media Influence ◽  
Accurate Information ◽  
Media Audiences ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
Nature Play ◽  
The Media ◽  
Almost All

The study was conducted to comparatively analyze the patronage of social and conventional media among students; a case study of University of Maiduguri. The study is significant because it helped in unveiling the paradigm shift in respect of social and conventional media patronage. The objectives of the study are to examine the level of patronage of conventional and social media by students of University of Maiduguri, to find out the reasons for the preference of either social or conventional media by University of Maiduguri students, to determine the reliance of the students on either social media or conventional media. Uses and gratification theory was adopted as philosophical guide. Survey was the research method used, with questionnaire as instrument that was purposively distributed among 200 respondents. The survey established that patronage of media (either social or conventional) among students is absolutely positive. Simply put, every student patronizes either social or conventional media. Social media has higher level of patronage compared to the conventional media among the students and their patronage. There is high commitment of the students to the type of media they patronize. According to this finding, the higher number obtained from patronage of social media influence level of commitment in this finding. This further means that degree of patronage of social media is higher than conventional media. The amount of time audience allocates to the patronage of media either social or conventional is huge. This finding is also influenced by the first finding regarding the number of those that patronize conventional and social media. This means the amount of time spent on social media is higher than the conventional media by the students. There is exorbitant preference to the social media than conventional media. There is still significant number of audience who prefer the conventional media to social media. Audiences prefer conventional media because of accuracy and reliability of information. Professionalism and standard in ethics, spelling and grammar are also influential reason on their preference of conventional media. Audiences prefer social media for instant messages and updates found on the platforms. However, interactivity and participatory nature play significant role on their preference of social media. Each of the media influence its audience based peculiar characteristic and features which pilot the level of patronage. Because some like more interactivity and participation, the social media is waxing strong in this respect while the conventional media keep soaring higher among those who prefer reliable and accurate information that been professionally verified. Most of the audiences rely on information they receive from the social media even though significant number (39.5%) still doubt the reliability of such information. Almost all audiences rely on conventional media. The number (6%) of those who do not rely on such information is less or no significance. The degrees of reliance vary across the audience.

scholarly journals PENGARUH MEDIA SOSIAL INSTAGRAM TERHADAP INFORMASI PENYEBARAN DAKWAH KEPADA MAHASISWA PROGRAM STUDI ILMU KOMUNIKASI UNIVERSITAS NEGERI JAKARTA

Kinesik ◽  
2021 ◽  
Vol 8 (3) ◽  
pp. 284-296
Author(s):  
Maulina Larasati Putri ◽  
Vera Wijayanti Sutjipto ◽  
Marissa Puspita Sary ◽  
Latifah Firdausah ◽  
Yoandra Putri Amarawati
Keyword(s):  
Social Media ◽  
Quantitative Methods ◽  
Communication Studies ◽  
State University ◽  
Wide Audience ◽  
Uses And Gratification ◽  
Uses And Gratification Theory ◽  
The Social ◽  
The Media

Instagram is one of the social media that is widely used by various groups ranging from teenagers to adults, so that the information uploaded on Instagram can reach a wide audience. The concept in this study is Instagram Social Media as variable X and Information on the Spread of Da'wah as variable Y. The population in this study were students of the 2019 State University of Jakarta Communication Studies program, totaling 82 people. This research uses uses and gratification theory. This study uses quantitative methods and the data that has been obtained is processed and analyzed by testing the validity, reliability and bivariate. The results showed that the t-count value of 6.265 is higher than the t-table value of 2.017, the validity of the X and Y variables which are more than 0.5 and can be said to be valid and the reliability of the X and Y variables which are more than 0.6 and can be said to be reliable so that it can be It was concluded that Instagram social media had an effect on the media for spreading da'wah to students of Communication Studies, State University of Jakarta, batch 2019.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

Study of Consumer Brand Following Intention on Instagram

2021 ◽  
Vol 11 (2) ◽  
pp. 32-51
Author(s):  
Simran Kaur Madan ◽  
Payal S. Kapoor
Keyword(s):  
Social Media ◽  
Consumer Motivation ◽  
Media Usage ◽  
Consumer Skepticism ◽  
Consumption Decisions ◽  
The Social ◽  
Media Platform ◽  
Relationship Of ◽  
The Relationship

The research, based on uses and gratifications theory, identifies consumer motivation and factors that influence consumers' intention to follow brands on the social media platform of Instagram. Accordingly, this study empirically examines the role of need for self-enhancement, the need for entertainment, and deal-seeking behaviour on the intention to follow brands on Instagram. Further, the study investigates the mediation of social media usage behaviour for consumption decisions on eliciting brand following behaviour. Moderation of consumer skepticism on the relationship of deal-seeking behaviour, and intention to follow brands is also investigated. Findings reveal a significant direct effect of need for self-enhancement, need for entertainment, and deal-seeking behaviour on intention to follow brands. Indirect effect of social media usage behaviour for consumption decisions was also significant; however, moderation of consumer skepticism was not found to be significant. The study will help marketers create engaging content that enables consumer-brand interactions.

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

scholarly journals Investigating the Relationship Among Social Media Addiction, Cognitive Absorption, and Self-Esteem

2021 ◽  
Vol 9 (2) ◽  
pp. 42-51
Author(s):  
Zeynep AKKUŞ ÇUTUK
Keyword(s):  
Social Media ◽  
Significant Relationship ◽  
Structural Equation Modelling ◽  
Structural Equation ◽  
Self Esteem ◽  
Social Media Addiction ◽  
Equation Modelling ◽  
Cognitive Absorption ◽  
The Social ◽  
The Relationship

The present study aimed at testing a model developed to uncover the relationships among social media addiction, cognitive absorption, and self-esteem. This studys’ sample consisted of 361 university students, 198 of whom were females, and 163 were males. Data were collected using the Social Media Addiction Scale (SMAS), the Cognitive Absorption Scale (CAS), and the Rosenberg Self-Esteem Scale (RSES). Structural Equation Modelling (SEM) was used to analyse the data. The results showed a positive and significant relationship between cognitive absorption and social media addiction; thus, cognitive absorption predicted social media addiction. A negative and significant relationship between self-esteem and social media addiction was also found; thus, self-esteem predicted social media addiction.

scholarly journals CODE SWITCHING USED BY PUBLIC FIGURES IN DEDDY CORBUZIER'S PODCAST: SOCIOLINGUISTICS APPROACH

JURNAL BASIS ◽  
2021 ◽  
Vol 8 (1) ◽  
pp. 31
Author(s):  
Rika Fiorensera ◽  
Nurma Dhona Handayani
Keyword(s):  
Social Media ◽  
Mutual Influence ◽  
Scientific Discipline ◽  
Code Switching ◽  
Multicultural Environment ◽  
Public Figures ◽  
The Social ◽  
Object Of Study ◽  
The Relationship ◽  
And Linguistics

Sociolinguistics is a joint scientific discipline between sociology and linguistics which means the relationship between society and language. In this case, sociolinguistics is the relationship and mutual influence between language behavior and social behavior. A language is an object of study of the social structures in society as means of communication and group identity. The ability of each human being in the language is different. Some people use two languages in their daily life which is called bilingual. most people like to switch languages with their interlocutors as needed. In sociolinguistics, there is code-switching which is related to bilingualism. Code-switching refers to a kind of code to switch between two languages of the same language at the same time. Code-switching here is a necessary ability to build in an ever-evolving multicultural environment. From social media, people can learn many languages ​​and explore various languages ​​used by others. Almost everyone uses social media. One famous artist who has a YouTube channel with many subscribers is Deddy Corbuzier. In Deddy Corbuzier's podcast, Deddy Corbuzier tends to switch Indonesian English with the other public figures. Therefore, this research aims to describe the types of code-switching using in Deddy Corbuzier podcast. There are three types such as tag switching, intersentential switching, and intrasentential switching. The data was analyzed by using Stockwell (2002) theory. The researchers used descriptive qualitative research methods to research by using (Sudaryanto, 2015). The results of this research, researchers found 3 data for tag switching, 1 data for intersentential switching, and 5 data for intrasentential switching.

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