Redfame Publishing: E-Journals
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Investigating the Impact of Social Media Marketing Activities on University Brand Preference and Word of Mouth Communication
Get PDFThis study investigates the influence of social media marketing activities on university brand preference in South Africa. With the rapid proliferation of social media platforms, universities are increasingly leveraging these channels to enhance their brand presence and engage with students. The effectiveness of such endeavours in shaping brand preferences remains underexplored, particularly in an emerging market context where unique socio-economic factors may influence consumer behaviour. A total of 268 responses were collected from university students in South Africa through an electronic self-administered survey. Partial least squares structural equation modelling (PLS-SEM) was used to analyse the data. The findings of this study revealed that social media marketing activities have a positive impact on brand attitude. Furthermore, brand attitude was proven to have a positive impact on university brand preference and word of mouth. However, the findings revealed an insignificant relationship between university brand preference and word of mouth. The study sheds valuable insights into the mechanisms through which social media engagement impacts brand perception and preference, shedding light on the strategic implications for universities seeking to leverage digital platforms to enhance their competitive positioning in emerging markets
Exploring the Differences in Information Encountering Among Young Users of Mobile Social Media in China Under Different Moods
Get PDFNoticing is an important stage in information encountering when the user becomes aware of the information (Erdelez, 2004). Despite the large amount of research confirming that different information behaviours affect users' moods, there is still a dearth of research on the noticing of information encountering in different moods. This study surveyed 252 Chinese youth using fsQCA to explore the combination differences of triggers on mobile social media information encountering among youth in China under different moods. This study finds that there are significant differences among moods: In a positive mood, users are more receptive to information usefulness and ease-of-use, indicating that positive moods may enhance information processing. In a neutral mood, the focus shifts towards the information interestingness and environment tolerance, demonstrates a relative lack of concern for one's surroundings and a focus on discovering entertaining information on mobile social media. And in a negative mood, users’ attention to information is more complexed influenced by information quality, information interestingness, social influence and matching cognition, suggesting that users become very critical of the various factors that influence information encountered information when they are in a bad mood. This study offers valuable insights into the relationship between mood and information encountering on mobile social media, providing communication practitioners with actionable strategies for tailoring content based on users' moods. By understanding how mood influences information reception and processing, communicators can enhance message delivery and audience engagement
Developing a Phenomenon-Based Learning Model Utilizing Digital Media on the LINE OA Application
Get PDFThis research aimed 1) to develop and evaluate the quality of a phenomenon-based learning model with a digital learning companion to enhance commercial law competency for the entrepreneurship of Thai vocational students; and 2) to study the competence in knowledge of commercial law, skills, and attributes for the entrepreneurship of students after learning with the develop learning model and media. Data were collected from a sample group using a cluster sampling method from 25 vocational students in the business computer program in 2024. The research results found that the phenomenon-based learning model, “aCHIC model”, was developed with the digital learning companion “brain lump” on the LINE OA application. The quality of the content was found to be very good ( =4.98, SD = 0.03), as was the quality of the teaching media ( =4.94, SD = 0.08). It was found that the knowledge competency (K) of commercial law in entrepreneurship after studying was higher than before studying at a statistical significance level of .05 (t-test = 12.71). In terms of the skills (S) competency of entrepreneurship, it was found that students were able to create a business plan by applying commercial law for eight businesses at a good competency level (80.40%). They had a competency of attributes (A) of entrepreneurship at a good attributes level (81.80%). The aCHIC model used with the brain lump that was developed can be applied in practice. It is a challenge to overcome cross-disciplinary skills and integrate students in commercial law to have an entrepreneurial mindset
Empowering Students’ Ability in Writing Descriptive Texts Through Point Illustration Explanation (PIE) Strategy: A Case on Teaching Strategy
Get PDFThis study sought to investigate the impact of the PIE strategy on seventh-grade students' ability to write descriptive texts at SMP Negeri 1 Pematangsiantar during the 2024/2025 academic year. The research involved 62 participants and employed a quantitative quasi-experimental methodology. Data collection was conducted through written tests, and the analysis procedure included descriptive statistical hypothesis testing. This involved calculating the mean score, median score, and standard deviation to determine the t-test value, which was then compared to the t-table to assess the significance of the PIE strategy in teaching descriptive text writing skills. The findings revealed that the statistical hypothesis test using t-test analysis at a 5% significance level (0.05) yielded a t-test value of 3.571, surpassing the t-table value of 1.677. Consequently, the null hypothesis (H0) was rejected, and the alternative hypothesis (Ha) was accepted. This outcome indicates a statistically significant disparity between the compared groups, suggesting that the observed effect is unlikely to be attributed to chance. These results provide robust evidence supporting the research hypothesis and warrant further exploration of their implications. This statistical significance implies that the observed differences between the groups are likely due to a genuine effect rather than random variation. It is important to consider the practical significance of these findings alongside the statistical results. Further analysis of effect sizes and confidence intervals could provide additional insights into the magnitude and precision of the observed differences. In conclusion, the study demonstrates that the PIE strategy effectively influences seventh-grade students' descriptive text writing abilities at SMP Negeri 1 Pematangsiantar
Passive/Active WeChat Use and Subjective Well-being among Chinese Parents: A Serial Mediation Model
Get PDFPrevious studies have explored the direct impact of social media use on subjective well-being (SWB), but they have not fully grasped the potential mechanisms underlying this relationship. As a result, this study aims to investigate the direct relationship between passive/active WeChat use and SWB, as well as how upward social comparison, perceived social support, and self-esteem serially mediate the relationship between passive/active WeChat use and SWB among Chinese parents. The current study, which used a sample of 403 Chinese parents, found no significant relationship between passive WeChat use and SWB, but there was a significant relationship between active WeChat use and SWB. Moreover, upward social comparison and self-esteem have a significant and negative serial mediating effect on the relationship between passive WeChat use and SWB. Additionally, the study found a significant and positive serial mediating effect of perceived social support and self-esteem on the relationship between active WeChat use and SWB. We hope the suggestions will contribute to a deeper understanding of parents' use of WeChat and SWB
Hoax and Election: The Role of Social Media and Challenges for Indonesian Government Policy
Get PDFThe existence of a free media is an indicator of the quality of a country's democracy. The latest media, especially social media, is both an advantage and a challenge in the country's democratic process. Social media has become an alternative channel for politicians to build dialogue with their constituents. Therefore, social media has become an effective tool for political campaigning. Unfortunately, in the absence of control over the information being disseminated, social media has become a platform for the spread of hoax information. The research question is, did social media play a role in the spread of hoaxes during the general election, and what is the government's policy towards it? This research uses a qualitative method with data collection through literature studies and interviews with bureaucrats from government agencies, political elites, experts, and internet activists. The study found that instead of being a tool for political education, social media became a tool for spreading hoax information during the general election. The spread of hoax information that influences voter preferences or leads public opinion is caused by the absence of regulations governing social media. In addition, there is also a lack of digital literacy culture in Indonesia. The Electronic Information and Transaction Law, the Election Law and other derivative regulations are not sufficient to regulate the use of social media, especially in relation to elections. Political education is also still limited to educated people, so a broader political education is needed for the community to counteract hoax information during general elections
The Challenges of Urbanization in Africa and Strategies for Addressing Them
Get PDFUrbanization is an inevitable process in a country's economic development. With a rapidly growing population and huge growth potential, as well as the increasing level of consumption power, Africa is accelerating its urbanization process. However, the level of urbanization development in most African countries is still relatively low, showing that they are not prepared for the rapid urbanization. There is a severe shortage of public facilities：for instance, schools, hospitals, public transportation, and waste disposal systems are far from meeting its needs. Consequently, the urbanization process in Africa is accompanied by a series of challenges. This paper analyses the current characteristics of urbanization development in Africa at the first place. And then, through a comparative analysis with China, it is found that the urbanization process in Africa has not brought about corresponding economic growth. By using the urbanization quality evaluation model, it is concluded that the quality of urbanization development in most African countries is not high. On this basis, the paper finally analyses the causes of the challenges in African urbanization development and deeply explores how they can be improved
Exploring Counter-Imaging in Online Political Advertisements During Elections Campaigns: A Case of South African Main Opposition Parties
Get PDFThis article contends that visual depictions within online political advertisements during South Africa’s 2021 and 2024 local and national government elections employed counter-imaging as a visual rhetorical strategy. These visual rhetorical manoeuvres, being ideological and inherently subjective, are intricately crafted to either legitimise or undermine political issues and actors subtly. The study employed a research methodology grounded in visual discourse analysis to scrutinise the underlying visual rhetoric embedded within chosen visual representations from the online political advertisements of South Africa’s main opposition parties: the ActionSA, Democratic Alliance (DA) and Economic Freedom Fighters (EFF). The findings of this research divulge that the selected visual representations strategically undermine the legitimacy of the ruling African National Congress (ANC)-led government
Digital Public Communication in Image Building: A Survey of ASEAN Official Website
Get PDFThe advent of the digital era—commonly referred to as the Fourth Industrial Revolution—has redefined public communication paradigms, with websites increasingly supplanting the traditional role of mainstream media in information dissemination. Within this context, the Association of Southeast Asian Nations (ASEAN) maintains an official digital platform [https://asean.org] designed to cultivate a positive institutional image. This study examines the extent to which public engagement with ASEAN’s official website influences the perception of its institutional identity. Grounded in the Social Information Processing (SIP) model and Uses and Gratifications theory, this research employs a positivist quantitative methodology, utilizing a survey of 220 respondents in a Jakarta-based office setting. Path analysis was conducted to evaluate the relationships between four independent variables—Communicator, Communicant, Message, and Channel—and the dependent variable, institutional image, operationalized through the dimensions of SENSATION, ATTENTION, INTERPRETATION, and SYMPATHY. The findings reveal that while engagement with ASEAN’s official website significantly impacts institutional image, the overall effect remains marginal. Disaggregated analyses indicate that Communicator, Communicant, and Channel exert measurable influence on ASEAN’s image, whereas the Message variable does not yield a statistically significant effect. Among these factors, Channel—representing the selection of digital communication media—emerges as the most influential determinant, accounting for 26.4% of the observed effect. Additionally, key attributes such as domain simplicity, user-friendly interface, dynamic design, and consistent content updates enhance audience retention and website revisitation. This study contributes to the broader discourse on digital media’s role in institutional perception and underscores the critical importance of strategic media channel selection in public communication efforts.
Discrete Emotions Shape Gender Role Attitudes: Exploring the Impact of Gender-Stereotyped Douyin Urban Romantic Short Dramas on Chinese Youth
Get PDFThis research investigates how gender stereotypes in Douyin urban romance short dramas influence Chinese youth's gender role attitudes through discrete emotions. Drawing on cultivation theory and the feelings-as-information theory, the study employed a pretest-posttest control group experimental design with 320 college students (160 males, 160 females). Findings revealed that male stereotypes primarily evoked joy and sadness emotions, strengthening identification with traditional male roles; female stereotypes mainly triggered negative emotions, particularly disgust and fear, which promoted acceptance of traditional female roles. Notably, sadness emotions did not prompt males to critically reflect on gender stereotypes, nor did fear guide females to question social gender roles. Short videos construct cognitive imbalance through differentiated emotional induction: placing males in positive emotional atmospheres and females in negative emotional environments, forming an emotional fixation phenomenon that reinforces gender bias. The research also found that young males were more easily assimilated by this content. This gender-based emotional polarization mechanism provides a new explanatory perspective for understanding the increasing gender antagonism and communication barriers in contemporary Chinese social media environments, offering important implications for platform content regulation and youth media literacy education