This paper describes and discusses social media infuencers' health-related costs of keeping traction as infuencers. The paper is based on interviews and social media posts. Four paradoxes highlight the social media infuencers' contradictory circumstances: (1) the social media infuencer's...

Different companies need to spread the word about products; advertising agencies need to make rational decisions, simplify decision-making, find the best alternative, and increase the reach of potential users. While demographic, geographic, etc. factors are recognized when selecting advertising...

This article compares the goals and outcomes of industry- and activist-led efforts that leverage advertisers to influence platform content moderation, and considers how these efforts fare as governments intervene more strongly in platform governance. It draws on contemporary documents and...

The threat of phishing scams is rising, with increasingly deceptive techniques targeting social media platforms such as Instagram. Many users remain unaware of these risks, leaving them vulnerable. However, little research explores the impact of phishing education on social media, particularly...

We study the competitive impact of content moderation by a dominant online platform. We exploit an exogenous shock that led the largest adult content platform to remove all non-verified content, eliminating 80% of its video library. Using a difference-in-differences approach and leveraging on...

We estimate the effect of social media deactivation on users’ emotional state in two large randomized experiments before the 2020 U.S. election. People who deactivated Facebook for the six weeks before the election reported a 0.060 standard deviation improvement in an index of happiness,...

The research presented in this paper aims to determine to what extent hotels in Serbia use social media components on their websites. A total of 378 hotel websites in the Republic of Serbia were analysed. For each analysed hotel, the following attributes were observed: region, category, type,...

In the ever-evolving marketing landscape, influencers play a pivotal role in shaping brand perception and expanding social network followings. This study, grounded in Social Network Theory, examines the impact of influencers on brand social network growth during new product launch events....

This study investigates the technological determinants infuencing social media marketing (SMM) adoption among Pakistani Small and Medium Startups (SMS), with a focus on the mediating role of technology knowledge. Utilizing the technology-organization-environment (TOE) Framework, the research...

This study aims to determine the influence of digital touchpoint usage experience, specifically through the myIndiHome application, on customer loyalty, with digital engagement and customer satisfaction as mediating variables. The study used a quantitative method to survey 385 active IndiHome...

Most social media users have encountered harassment online, but there is scarce evidence of how this type of toxic content impacts engagement. In a pre-registered browser extension field experiment, we randomly hid toxic content for six weeks on Facebook, Twitter, and YouTube. Lowering exposure...