social media research paper

ORIGINAL RESEARCH article

Effects of social media use on psychological well-being: a mediated model.

• 1 School of Finance and Economics, Jiangsu University, Zhenjiang, China
• 2 Research Unit of Governance, Competitiveness, and Public Policies (GOVCOPP), Center for Economics and Finance (cef.up), School of Economics and Management, University of Porto, Porto, Portugal
• 3 Department of Business Administration, Sukkur Institute of Business Administration (IBA) University, Sukkur, Pakistan
• 4 CETYS Universidad, Tijuana, Mexico
• 5 Department of Business Administration, Al-Quds University, Jerusalem, Israel
• 6 Business School, Shandong University, Weihai, China

The growth in social media use has given rise to concerns about the impacts it may have on users' psychological well-being. This paper's main objective is to shed light on the effect of social media use on psychological well-being. Building on contributions from various fields in the literature, it provides a more comprehensive study of the phenomenon by considering a set of mediators, including social capital types (i.e., bonding social capital and bridging social capital), social isolation, and smartphone addiction. The paper includes a quantitative study of 940 social media users from Mexico, using structural equation modeling (SEM) to test the proposed hypotheses. The findings point to an overall positive indirect impact of social media usage on psychological well-being, mainly due to the positive effect of bonding and bridging social capital. The empirical model's explanatory power is 45.1%. This paper provides empirical evidence and robust statistical analysis that demonstrates both positive and negative effects coexist, helping to reconcile the inconsistencies found so far in the literature.

Introduction

The use of social media has grown substantially in recent years ( Leong et al., 2019 ; Kemp, 2020 ). Social media refers to “the websites and online tools that facilitate interactions between users by providing them opportunities to share information, opinions, and interest” ( Swar and Hameed, 2017 , p. 141). Individuals use social media for many reasons, including entertainment, communication, and searching for information. Notably, adolescents and young adults are spending an increasing amount of time on online networking sites, e-games, texting, and other social media ( Twenge and Campbell, 2019 ). In fact, some authors (e.g., Dhir et al., 2018 ; Tateno et al., 2019 ) have suggested that social media has altered the forms of group interaction and its users' individual and collective behavior around the world.

Consequently, there are increased concerns regarding the possible negative impacts associated with social media usage addiction ( Swar and Hameed, 2017 ; Kircaburun et al., 2020 ), particularly on psychological well-being ( Chotpitayasunondh and Douglas, 2016 ; Jiao et al., 2017 ; Choi and Noh, 2019 ; Chatterjee, 2020 ). Smartphones sometimes distract their users from relationships and social interaction ( Chotpitayasunondh and Douglas, 2016 ; Li et al., 2020a ), and several authors have stressed that the excessive use of social media may lead to smartphone addiction ( Swar and Hameed, 2017 ; Leong et al., 2019 ), primarily because of the fear of missing out ( Reer et al., 2019 ; Roberts and David, 2020 ). Social media usage has been associated with anxiety, loneliness, and depression ( Dhir et al., 2018 ; Reer et al., 2019 ), social isolation ( Van Den Eijnden et al., 2016 ; Whaite et al., 2018 ), and “phubbing,” which refers to the extent to which an individual uses, or is distracted by, their smartphone during face-to-face communication with others ( Chotpitayasunondh and Douglas, 2016 ; Jiao et al., 2017 ; Choi and Noh, 2019 ; Chatterjee, 2020 ).

However, social media use also contributes to building a sense of connectedness with relevant others ( Twenge and Campbell, 2019 ), which may reduce social isolation. Indeed, social media provides several ways to interact both with close ties, such as family, friends, and relatives, and weak ties, including coworkers, acquaintances, and strangers ( Chen and Li, 2017 ), and plays a key role among people of all ages as they exploit their sense of belonging in different communities ( Roberts and David, 2020 ). Consequently, despite the fears regarding the possible negative impacts of social media usage on well-being, there is also an increasing number of studies highlighting social media as a new communication channel ( Twenge and Campbell, 2019 ; Barbosa et al., 2020 ), stressing that it can play a crucial role in developing one's presence, identity, and reputation, thus facilitating social interaction, forming and maintaining relationships, and sharing ideas ( Carlson et al., 2016 ), which consequently may be significantly correlated to social support ( Chen and Li, 2017 ; Holliman et al., 2021 ). Interestingly, recent studies (e.g., David et al., 2018 ; Bano et al., 2019 ; Barbosa et al., 2020 ) have suggested that the impact of smartphone usage on psychological well-being depends on the time spent on each type of application and the activities that users engage in.

Hence, the literature provides contradictory cues regarding the impacts of social media on users' well-being, highlighting both the possible negative impacts and the social enhancement it can potentially provide. In line with views on the need to further investigate social media usage ( Karikari et al., 2017 ), particularly regarding its societal implications ( Jiao et al., 2017 ), this paper argues that there is an urgent need to further understand the impact of the time spent on social media on users' psychological well-being, namely by considering other variables that mediate and further explain this effect.

One of the relevant perspectives worth considering is that provided by social capital theory, which is adopted in this paper. Social capital theory has previously been used to study how social media usage affects psychological well-being (e.g., Bano et al., 2019 ). However, extant literature has so far presented only partial models of associations that, although statistically acceptable and contributing to the understanding of the scope of social networks, do not provide as comprehensive a vision of the phenomenon as that proposed within this paper. Furthermore, the contradictory views, suggesting both negative (e.g., Chotpitayasunondh and Douglas, 2016 ; Van Den Eijnden et al., 2016 ; Jiao et al., 2017 ; Whaite et al., 2018 ; Choi and Noh, 2019 ; Chatterjee, 2020 ) and positive impacts ( Carlson et al., 2016 ; Chen and Li, 2017 ; Twenge and Campbell, 2019 ) of social media on psychological well-being, have not been adequately explored.

Given this research gap, this paper's main objective is to shed light on the effect of social media use on psychological well-being. As explained in detail in the next section, this paper explores the mediating effect of bonding and bridging social capital. To provide a broad view of the phenomenon, it also considers several variables highlighted in the literature as affecting the relationship between social media usage and psychological well-being, namely smartphone addiction, social isolation, and phubbing. The paper utilizes a quantitative study conducted in Mexico, comprising 940 social media users, and uses structural equation modeling (SEM) to test a set of research hypotheses.

This article provides several contributions. First, it adds to existing literature regarding the effect of social media use on psychological well-being and explores the contradictory indications provided by different approaches. Second, it proposes a conceptual model that integrates complementary perspectives on the direct and indirect effects of social media use. Third, it offers empirical evidence and robust statistical analysis that demonstrates that both positive and negative effects coexist, helping resolve the inconsistencies found so far in the literature. Finally, this paper provides insights on how to help reduce the potential negative effects of social media use, as it demonstrates that, through bridging and bonding social capital, social media usage positively impacts psychological well-being. Overall, the article offers valuable insights for academics, practitioners, and society in general.

The remainder of this paper is organized as follows. Section Literature Review presents a literature review focusing on the factors that explain the impact of social media usage on psychological well-being. Based on the literature review, a set of hypotheses are defined, resulting in the proposed conceptual model, which includes both the direct and indirect effects of social media usage on psychological well-being. Section Research Methodology explains the methodological procedures of the research, followed by the presentation and discussion of the study's results in section Results. Section Discussion is dedicated to the conclusions and includes implications, limitations, and suggestions for future research.

Literature Review

Putnam (1995 , p. 664–665) defined social capital as “features of social life – networks, norms, and trust – that enable participants to act together more effectively to pursue shared objectives.” Li and Chen (2014 , p. 117) further explained that social capital encompasses “resources embedded in one's social network, which can be assessed and used for instrumental or expressive returns such as mutual support, reciprocity, and cooperation.”

Putnam (1995 , 2000) conceptualized social capital as comprising two dimensions, bridging and bonding, considering the different norms and networks in which they occur. Bridging social capital refers to the inclusive nature of social interaction and occurs when individuals from different origins establish connections through social networks. Hence, bridging social capital is typically provided by heterogeneous weak ties ( Li and Chen, 2014 ). This dimension widens individual social horizons and perspectives and provides extended access to resources and information. Bonding social capital refers to the social and emotional support each individual receives from his or her social networks, particularly from close ties (e.g., family and friends).

Overall, social capital is expected to be positively associated with psychological well-being ( Bano et al., 2019 ). Indeed, Williams (2006) stressed that interaction generates affective connections, resulting in positive impacts, such as emotional support. The following sub-sections use the lens of social capital theory to explore further the relationship between the use of social media and psychological well-being.

Social Media Use, Social Capital, and Psychological Well-Being

The effects of social media usage on social capital have gained increasing scholarly attention, and recent studies have highlighted a positive relationship between social media use and social capital ( Brown and Michinov, 2019 ; Tefertiller et al., 2020 ). Li and Chen (2014) hypothesized that the intensity of Facebook use by Chinese international students in the United States was positively related to social capital forms. A longitudinal survey based on the quota sampling approach illustrated the positive effects of social media use on the two social capital dimensions ( Chen and Li, 2017 ). Abbas and Mesch (2018) argued that, as Facebook usage increases, it will also increase users' social capital. Karikari et al. (2017) also found positive effects of social media use on social capital. Similarly, Pang (2018) studied Chinese students residing in Germany and found positive effects of social networking sites' use on social capital, which, in turn, was positively associated with psychological well-being. Bano et al. (2019) analyzed the 266 students' data and found positive effects of WhatsApp use on social capital forms and the positive effect of social capital on psychological well-being, emphasizing the role of social integration in mediating this positive effect.

Kim and Kim (2017) stressed the importance of having a heterogeneous network of contacts, which ultimately enhances the potential social capital. Overall, the manifest and social relations between people from close social circles (bonding social capital) and from distant social circles (bridging social capital) are strengthened when they promote communication, social support, and the sharing of interests, knowledge, and skills, which are shared with other members. This is linked to positive effects on interactions, such as acceptance, trust, and reciprocity, which are related to the individuals' health and psychological well-being ( Bekalu et al., 2019 ), including when social media helps to maintain social capital between social circles that exist outside of virtual communities ( Ellison et al., 2007 ).

Grounded on the above literature, this study proposes the following hypotheses:

H1a: Social media use is positively associated with bonding social capital.

H1b: Bonding social capital is positively associated with psychological well-being.

H2a: Social media use is positively associated with bridging social capital.

H2b: Bridging social capital is positively associated with psychological well-being.

Social Media Use, Social Isolation, and Psychological Well-Being

Social isolation is defined as “a deficit of personal relationships or being excluded from social networks” ( Choi and Noh, 2019 , p. 4). The state that occurs when an individual lacks true engagement with others, a sense of social belonging, and a satisfying relationship is related to increased mortality and morbidity ( Primack et al., 2017 ). Those who experience social isolation are deprived of social relationships and lack contact with others or involvement in social activities ( Schinka et al., 2012 ). Social media usage has been associated with anxiety, loneliness, and depression ( Dhir et al., 2018 ; Reer et al., 2019 ), and social isolation ( Van Den Eijnden et al., 2016 ; Whaite et al., 2018 ). However, some recent studies have argued that social media use decreases social isolation ( Primack et al., 2017 ; Meshi et al., 2020 ). Indeed, the increased use of social media platforms such as Facebook, WhatsApp, Instagram, and Twitter, among others, may provide opportunities for decreasing social isolation. For instance, the improved interpersonal connectivity achieved via videos and images on social media helps users evidence intimacy, attenuating social isolation ( Whaite et al., 2018 ).

Chappell and Badger (1989) stated that social isolation leads to decreased psychological well-being, while Choi and Noh (2019) concluded that greater social isolation is linked to increased suicide risk. Schinka et al. (2012) further argued that, when individuals experience social isolation from siblings, friends, family, or society, their psychological well-being tends to decrease. Thus, based on the literature cited above, this study proposes the following hypotheses:

H3a: Social media use is significantly associated with social isolation.

H3b: Social isolation is negatively associated with psychological well-being.

Social Media Use, Smartphone Addiction, Phubbing, and Psychological Well-Being

Smartphone addiction refers to “an individuals' excessive use of a smartphone and its negative effects on his/her life as a result of his/her inability to control his behavior” ( Gökçearslan et al., 2018 , p. 48). Regardless of its form, smartphone addiction results in social, medical, and psychological harm to people by limiting their ability to make their own choices ( Chotpitayasunondh and Douglas, 2016 ). The rapid advancement of information and communication technologies has led to the concept of social media, e-games, and also to smartphone addiction ( Chatterjee, 2020 ). The excessive use of smartphones for social media use, entertainment (watching videos, listening to music), and playing e-games is more common amongst people addicted to smartphones ( Jeong et al., 2016 ). In fact, previous studies have evidenced the relationship between social use and smartphone addiction ( Salehan and Negahban, 2013 ; Jeong et al., 2016 ; Swar and Hameed, 2017 ). In line with this, the following hypotheses are proposed:

H4a: Social media use is positively associated with smartphone addiction.

H4b: Smartphone addiction is negatively associated with psychological well-being.

While smartphones are bringing individuals closer, they are also, to some extent, pulling people apart ( Tonacci et al., 2019 ). For instance, they can lead to individuals ignoring others with whom they have close ties or physical interactions; this situation normally occurs due to extreme smartphone use (i.e., at the dinner table, in meetings, at get-togethers and parties, and in other daily activities). This act of ignoring others is called phubbing and is considered a common phenomenon in communication activities ( Guazzini et al., 2019 ; Chatterjee, 2020 ). Phubbing is also referred to as an act of snubbing others ( Chatterjee, 2020 ). This term was initially used in May 2012 by an Australian advertising agency to describe the “growing phenomenon of individuals ignoring their families and friends who were called phubbee (a person who is a recipients of phubbing behavior) victim of phubber (a person who start phubbing her or his companion)” ( Chotpitayasunondh and Douglas, 2018 ). Smartphone addiction has been found to be a determinant of phubbing ( Kim et al., 2018 ). Other recent studies have also evidenced the association between smartphones and phubbing ( Chotpitayasunondh and Douglas, 2016 ; Guazzini et al., 2019 ; Tonacci et al., 2019 ; Chatterjee, 2020 ). Vallespín et al. (2017 ) argued that phubbing behavior has a negative influence on psychological well-being and satisfaction. Furthermore, smartphone addiction is considered responsible for the development of new technologies. It may also negatively influence individual's psychological proximity ( Chatterjee, 2020 ). Therefore, based on the above discussion and calls for the association between phubbing and psychological well-being to be further explored, this study proposes the following hypotheses:

H5: Smartphone addiction is positively associated with phubbing.

H6: Phubbing is negatively associated with psychological well-being.

Indirect Relationship Between Social Media Use and Psychological Well-Being

Beyond the direct hypotheses proposed above, this study investigates the indirect effects of social media use on psychological well-being mediated by social capital forms, social isolation, and phubbing. As described above, most prior studies have focused on the direct influence of social media use on social capital forms, social isolation, smartphone addiction, and phubbing, as well as the direct impact of social capital forms, social isolation, smartphone addiction, and phubbing on psychological well-being. Very few studies, however, have focused on and evidenced the mediating role of social capital forms, social isolation, smartphone addiction, and phubbing derived from social media use in improving psychological well-being ( Chen and Li, 2017 ; Pang, 2018 ; Bano et al., 2019 ; Choi and Noh, 2019 ). Moreover, little is known about smartphone addiction's mediating role between social media use and psychological well-being. Therefore, this study aims to fill this gap in the existing literature by investigating the mediation of social capital forms, social isolation, and smartphone addiction. Further, examining the mediating influence will contribute to a more comprehensive understanding of social media use on psychological well-being via the mediating associations of smartphone addiction and psychological factors. Therefore, based on the above, we propose the following hypotheses (the conceptual model is presented in Figure 1 ):

H7: (a) Bonding social capital; (b) bridging social capital; (c) social isolation; and (d) smartphone addiction mediate the relationship between social media use and psychological well-being.

Figure 1 . Conceptual model.

Research Methodology

Sample procedure and online survey.

This study randomly selected students from universities in Mexico. We chose University students for the following reasons. First, students are considered the most appropriate sample for e-commerce studies, particularly in the social media context ( Oghazi et al., 2018 ; Shi et al., 2018 ). Second, University students are considered to be frequent users and addicted to smartphones ( Mou et al., 2017 ; Stouthuysen et al., 2018 ). Third, this study ensured that respondents were experienced, well-educated, and possessed sufficient knowledge of the drawbacks of social media and the extreme use of smartphones. A total sample size of 940 University students was ultimately achieved from the 1,500 students contacted, using a convenience random sampling approach, due both to the COVID-19 pandemic and budget and time constraints. Additionally, in order to test the model, a quantitative empirical study was conducted, using an online survey method to collect data. This study used a web-based survey distributed via social media platforms for two reasons: the COVID-19 pandemic; and to reach a large number of respondents ( Qalati et al., 2021 ). Furthermore, online surveys are considered a powerful and authenticated tool for new research ( Fan et al., 2021 ), while also representing a fast, simple, and less costly approach to collecting data ( Dutot and Bergeron, 2016 ).

Data Collection Procedures and Respondent's Information

Data were collected by disseminating a link to the survey by e-mail and social network sites. Before presenting the closed-ended questionnaire, respondents were assured that their participation would remain voluntary, confidential, and anonymous. Data collection occurred from July 2020 to December 2020 (during the pandemic). It should be noted that, because data were collected during the pandemic, this may have had an influence on the results of the study. The reason for choosing a six-month lag time was to mitigate common method bias (CMB) ( Li et al., 2020b ). In the present study, 1,500 students were contacted via University e-mail and social applications (Facebook, WhatsApp, and Instagram). We sent a reminder every month for 6 months (a total of six reminders), resulting in 940 valid responses. Thus, 940 (62.6% response rate) responses were used for hypotheses testing.

Table 1 reveals that, of the 940 participants, three-quarters were female (76.4%, n = 719) and nearly one-quarter (23.6%, n = 221) were male. Nearly half of the participants (48.8%, n = 459) were aged between 26 and 35 years, followed by 36 to 35 years (21.9%, n = 206), <26 (20.3%, n = 191), and over 45 (8.9%, n = 84). Approximately two-thirds (65%, n = 611) had a bachelor's degree or above, while one-third had up to 12 years of education. Regarding the daily frequency of using the Internet, nearly half (48.6%, n = 457) of the respondents reported between 5 and 8 h a day, and over one-quarter (27.2%) 9–12 h a day. Regarding the social media platforms used, over 38.5 and 39.6% reported Facebook and WhatsApp, respectively. Of the 940 respondents, only 22.1% reported Instagram (12.8%) and Twitter (9.2%). It should be noted, however, that the sample is predominantly female and well-educated.

Table 1 . Respondents' characteristics.

Measurement Items

The study used five-point Likert scales (1 = “strongly disagree;” 5 = “strongly agree”) to record responses.

Social Media Use

Social media use was assessed using four items adapted from Karikari et al. (2017) . Sample items include “Social media is part of my everyday activity,” “Social media has become part of my daily life,” “I would be sorry if social media shut down,” and “I feel out of touch, when I have not logged onto social media for a while.” The adapted items had robust reliability and validity (CA = 783, CR = 0.857, AVE = 0.600).

Social Capital

Social capital was measured using a total of eight items, representing bonding social capital (four items) and bridging social capital (four items) adapted from Chan (2015) . Sample construct items include: bonging social capital (“I am willing to spend time to support general community activities,” “I interact with people who are quite different from me”) and bridging social capital (“My social media community is a good place to be,” “Interacting with people on social media makes me want to try new things”). The adapted items had robust reliability and validity [bonding social capital (CA = 0.785, CR = 0.861, AVE = 0.608) and bridging social capital (CA = 0.834, CR = 0.883, AVE = 0.601)].

Social Isolation

Social isolation was assessed using three items from Choi and Noh (2019) . Sample items include “I do not have anyone to play with,” “I feel alone from people,” and “I have no one I can trust.” This adapted scale had substantial reliability and validity (CA = 0.890, CR = 0.928, AVE = 0.811).

Smartphone Addiction

Smartphone addiction was assessed using five items taken from Salehan and Negahban (2013) . Sample items include “I am always preoccupied with my mobile,” “Using my mobile phone keeps me relaxed,” and “I am not able to control myself from frequent use of mobile phones.” Again, these adapted items showed substantial reliability and validity (CA = 903, CR = 0.928, AVE = 0.809).

Phubbing was assessed using four items from Chotpitayasunondh and Douglas (2018) . Sample items include: “I have conflicts with others because I am using my phone” and “I would rather pay attention to my phone than talk to others.” This construct also demonstrated significant reliability and validity (CA = 770, CR = 0.894, AVE = 0.809).

Psychological Well-Being

Psychological well-being was assessed using five items from Jiao et al. (2017) . Sample items include “I lead a purposeful and meaningful life with the help of others,” “My social relationships are supportive and rewarding in social media,” and “I am engaged and interested in my daily on social media.” This study evidenced that this adapted scale had substantial reliability and validity (CA = 0.886, CR = 0.917, AVE = 0.688).

Data Analysis

Based on the complexity of the association between the proposed construct and the widespread use and acceptance of SmartPLS 3.0 in several fields ( Hair et al., 2019 ), we utilized SEM, using SmartPLS 3.0, to examine the relationships between constructs. Structural equation modeling is a multivariate statistical analysis technique that is used to investigate relationships. Further, it is a combination of factor and multivariate regression analysis, and is employed to explore the relationship between observed and latent constructs.

SmartPLS 3.0 “is a more comprehensive software program with an intuitive graphical user interface to run partial least square SEM analysis, certainly has had a massive impact” ( Sarstedt and Cheah, 2019 ). According to Ringle et al. (2015) , this commercial software offers a wide range of algorithmic and modeling options, improved usability, and user-friendly and professional support. Furthermore, Sarstedt and Cheah (2019) suggested that structural equation models enable the specification of complex interrelationships between observed and latent constructs. Hair et al. (2019) argued that, in recent years, the number of articles published using partial least squares SEM has increased significantly in contrast to covariance-based SEM. In addition, partial least squares SEM using SmartPLS is more appealing for several scholars as it enables them to predict more complex models with several variables, indicator constructs, and structural paths, instead of imposing distributional assumptions on the data ( Hair et al., 2019 ). Therefore, this study utilized the partial least squares SEM approach using SmartPLS 3.0.

Common Method Bias (CMB) Test

This study used the Kaiser–Meyer–Olkin (KMO) test to measure the sampling adequacy and ensure data suitability. The KMO test result was 0.874, which is greater than an acceptable threshold of 0.50 ( Ali Qalati et al., 2021 ; Shrestha, 2021 ), and hence considered suitable for explanatory factor analysis. Moreover, Bartlett's test results demonstrated a significance level of 0.001, which is considered good as it is below the accepted threshold of 0.05.

The term CMB is associated with Campbell and Fiske (1959) , who highlighted the importance of CMB and identified that a portion of variance in the research may be due to the methods employed. It occurs when all scales of the study are measured at the same time using a single questionnaire survey ( Podsakoff and Organ, 1986 ); subsequently, estimates of the relationship among the variables might be distorted by the impacts of CMB. It is considered a serious issue that has a potential to “jeopardize” the validity of the study findings ( Tehseen et al., 2017 ). There are several reasons for CMB: (1) it mainly occurs due to response “tendencies that raters can apply uniformity across the measures;” and (2) it also occurs due to similarities in the wording and structure of the survey items that produce similar results ( Jordan and Troth, 2019 ). Harman's single factor test and a full collinearity approach were employed to ensure that the data was free from CMB ( Tehseen et al., 2017 ; Jordan and Troth, 2019 ; Ali Qalati et al., 2021 ). Harman's single factor test showed a single factor explained only 22.8% of the total variance, which is far below the 50.0% acceptable threshold ( Podsakoff et al., 2003 ).

Additionally, the variance inflation factor (VIF) was used, which is a measure of the amount of multicollinearity in a set of multiple regression constructs and also considered a way of detecting CMB ( Hair et al., 2019 ). Hair et al. (2019) suggested that the acceptable threshold for the VIF is 3.0; as the computed VIFs for the present study ranged from 1.189 to 1.626, CMB is not a key concern (see Table 2 ). Bagozzi et al. (1991) suggested a correlation-matrix procedure to detect CMB. Common method bias is evident if correlation among the principle constructs is >0.9 ( Tehseen et al., 2020 ); however, no values >0.9 were found in this study (see section Assessment of Measurement Model). This study used a two-step approach to evaluate the measurement model and the structural model.

Table 2 . Common method bias (full collinearity VIF).

Assessment of Measurement Model

Before conducting the SEM analysis, the measurement model was assessed to examine individual item reliability, internal consistency, and convergent and discriminant validity. Table 3 exhibits the values of outer loading used to measure an individual item's reliability ( Hair et al., 2012 ). Hair et al. (2017) proposed that the value for each outer loading should be ≥0.7; following this principle, two items of phubbing (PHUB3—I get irritated if others ask me to get off my phone and talk to them; PHUB4—I use my phone even though I know it irritated others) were removed from the analysis Hair et al. (2019) . According to Nunnally (1978) , Cronbach's alpha values should exceed 0.7. The threshold values of constructs in this study ranged from 0.77 to 0.903. Regarding internal consistency, Bagozzi and Yi (1988) suggested that composite reliability (CR) should be ≥0.7. The coefficient value for CR in this study was between 0.857 and 0.928. Regarding convergent validity, Fornell and Larcker (1981) suggested that the average variance extracted (AVE) should be ≥0.5. Average variance extracted values in this study were between 0.60 and 0.811. Finally, regarding discriminant validity, according to Fornell and Larcker (1981) , the square root of the AVE for each construct should exceed the inter-correlations of the construct with other model constructs. That was the case in this study, as shown in Table 4 .

Table 3 . Study measures, factor loading, and the constructs' reliability and convergent validity.

Table 4 . Discriminant validity and correlation.

Hence, by analyzing the results of the measurement model, it can be concluded that the data are adequate for structural equation estimation.

Assessment of the Structural Model

This study used the PLS algorithm and a bootstrapping technique with 5,000 bootstraps as proposed by Hair et al. (2019) to generate the path coefficient values and their level of significance. The coefficient of determination ( R 2 ) is an important measure to assess the structural model and its explanatory power ( Henseler et al., 2009 ; Hair et al., 2019 ). Table 5 and Figure 2 reveal that the R 2 value in the present study was 0.451 for psychological well-being, which means that 45.1% of changes in psychological well-being occurred due to social media use, social capital forms (i.e., bonding and bridging), social isolation, smartphone addiction, and phubbing. Cohen (1998) proposed that R 2 values of 0.60, 0.33, and 0.19 are considered substantial, moderate, and weak. Following Cohen's (1998) threshold values, this research demonstrates a moderate predicting power for psychological well-being among Mexican respondents ( Table 6 ).

Table 5 . Summary of path coefficients and hypothesis testing.

Figure 2 . Structural model.

Table 6 . Strength of the model (Predictive relevance, coefficient of determination, and model fit indices).

Apart from the R 2 measure, the present study also used cross-validated redundancy measures, or effect sizes ( q 2 ), to assess the proposed model and validate the results ( Ringle et al., 2012 ). Hair et al. (2019) suggested that a model exhibiting an effect size q 2 > 0 has predictive relevance ( Table 6 ). This study's results evidenced that it has a 0.15 <0.29 <0.35 (medium) predictive relevance, as 0.02, 0.15, and 0.35 are considered small, medium, and large, respectively ( Cohen, 1998 ). Regarding the goodness-of-fit indices, Hair et al. (2019) suggested the standardized root mean square residual (SRMR) to evaluate the goodness of fit. Standardized root mean square is an absolute measure of fit: a value of zero indicates perfect fit and a value <0.08 is considered good fit ( Hair et al., 2019 ). This study exhibits an adequate model fitness level with an SRMR value of 0.063 ( Table 6 ).

Table 5 reveals that all hypotheses of the study were accepted base on the criterion ( p -value < 0.05). H1a (β = 0.332, t = 10.283, p = 0.001) was confirmed, with the second most robust positive and significant relationship (between social media use and bonding social capital). In addition, this study evidenced a positive and significant relationship between bonding social capital and psychological well-being (β = 0.127, t = 4.077, p = 0.001); therefore, H1b was accepted. Regarding social media use and bridging social capital, the present study found the most robust positive and significant impact (β = 0.439, t = 15.543, p = 0.001); therefore, H2a was accepted. The study also evidenced a positive and significant association between bridging social capital and psychological well-being (β = 0.561, t = 20.953, p = 0.001); thus, H2b was accepted. The present study evidenced a significant effect of social media use on social isolation (β = 0.145, t = 4.985, p = 0.001); thus, H3a was accepted. In addition, this study accepted H3b (β = −0.051, t = 2.01, p = 0.044). Furthermore, this study evidenced a positive and significant effect of social media use on smartphone addiction (β = 0.223, t = 6.241, p = 0.001); therefore, H4a was accepted. Furthermore, the present study found that smartphone addiction has a negative significant influence on psychological well-being (β = −0.068, t = 2.387, p = 0.017); therefore, H4b was accepted. Regarding the relationship between smartphone addiction and phubbing, this study found a positive and significant effect of smartphone addiction on phubbing (β = 0.244, t = 7.555, p = 0.001); therefore, H5 was accepted. Furthermore, the present research evidenced a positive and significant influence of phubbing on psychological well-being (β = 0.137, t = 4.938, p = 0.001); therefore, H6 was accepted. Finally, the study provides interesting findings on the indirect effect of social media use on psychological well-being ( t -value > 1.96 and p -value < 0.05); therefore, H7a–d were accepted.

Furthermore, to test the mediating analysis, Preacher and Hayes's (2008) approach was used. The key characteristic of an indirect relationship is that it involves a third construct, which plays a mediating role in the relationship between the independent and dependent constructs. Logically, the effect of A (independent construct) on C (the dependent construct) is mediated by B (a third variable). Preacher and Hayes (2008) suggested the following: B is a construct acting as a mediator if A significantly influences B, A significantly accounts for variability in C, B significantly influences C when controlling for A, and the influence of A on C decreases significantly when B is added simultaneously with A as a predictor of C. According to Matthews et al. (2018) , if the indirect effect is significant while the direct insignificant, full mediation has occurred, while if both direct and indirect effects are substantial, partial mediation has occurred. This study evidenced that there is partial mediation in the proposed construct ( Table 5 ). Following Preacher and Hayes (2008) this study evidenced that there is partial mediation in the proposed construct, because the relationship between independent variable (social media use) and dependent variable (psychological well-being) is significant ( p -value < 0.05) and indirect effect among them after introducing mediator (bonding social capital, bridging social capital, social isolation, and smartphone addiction) is also significant ( p -value < 0.05), therefore it is evidenced that when there is a significant effect both direct and indirect it's called partial mediation.

The present study reveals that the social and psychological impacts of social media use among University students is becoming more complex as there is continuing advancement in technology, offering a range of affordable interaction opportunities. Based on the 940 valid responses collected, all the hypotheses were accepted ( p < 0.05).

H1a finding suggests that social media use is a significant influencing factor of bonding social capital. This implies that, during a pandemic, social media use enables students to continue their close relationships with family members, friends, and those with whom they have close ties. This finding is in line with prior work of Chan (2015) and Ellison et al. (2007) , who evidenced that social bonding capital is predicted by Facebook use and having a mobile phone. H1b findings suggest that, when individuals believe that social communication can help overcome obstacles to interaction and encourage more virtual self-disclosure, social media use can improve trust and promote the establishment of social associations, thereby enhancing well-being. These findings are in line with those of Gong et al. (2021) , who also witnessed the significant effect of bonding social capital on immigrants' psychological well-being, subsequently calling for the further evidence to confirm the proposed relationship.

The findings of the present study related to H2a suggest that students are more likely to use social media platforms to receive more emotional support, increase their ability to mobilize others, and to build social networks, which leads to social belongingness. Furthermore, the findings suggest that social media platforms enable students to accumulate and maintain bridging social capital; further, online classes can benefit students who feel shy when participating in offline classes. This study supports the previous findings of Chan (2015) and Karikari et al. (2017) . Notably, the present study is not limited to a single social networking platform, taking instead a holistic view of social media. The H2b findings are consistent with those of Bano et al. (2019) , who also confirmed the link between bonding social capital and psychological well-being among University students using WhatsApp as social media platform, as well as those of Chen and Li (2017) .

The H3a findings suggest that, during the COVID-19 pandemic when most people around the world have had limited offline or face-to-face interaction and have used social media to connect with families, friends, and social communities, they have often been unable to connect with them. This is due to many individuals avoiding using social media because of fake news, financial constraints, and a lack of trust in social media; thus, the lack both of offline and online interaction, coupled with negative experiences on social media use, enhances the level of social isolation ( Hajek and König, 2021 ). These findings are consistent with those of Adnan and Anwar (2020) . The H3b suggests that higher levels of social isolation have a negative impact on psychological well-being. These result indicating that, consistent with Choi and Noh (2019) , social isolation is negatively and significantly related to psychological well-being.

The H4a results suggests that substantial use of social media use leads to an increase in smartphone addiction. These findings are in line with those of Jeong et al. (2016) , who stated that the excessive use of smartphones for social media, entertainment (watching videos, listening to music), and playing e-games was more likely to lead to smartphone addiction. These findings also confirm the previous work of Jeong et al. (2016) , Salehan and Negahban (2013) , and Swar and Hameed (2017) . The H4b results revealed that a single unit increase in smartphone addiction results in a 6.8% decrease in psychological well-being. These findings are in line with those of Tangmunkongvorakul et al. (2019) , who showed that students with higher levels of smartphone addiction had lower psychological well-being scores. These findings also support those of Shoukat (2019) , who showed that smartphone addiction inversely influences individuals' mental health.

This suggests that the greater the smartphone addiction, the greater the phubbing. The H5 findings are in line with those of Chatterjee (2020) , Chotpitayasunondh and Douglas (2016) , Guazzini et al. (2019) , and Tonacci et al. (2019) , who also evidenced a significant impact of smartphone addiction and phubbing. Similarly, Chotpitayasunondh and Douglas (2018) corroborated that smartphone addiction is the main predictor of phubbing behavior. However, these findings are inconsistent with those of Vallespín et al. (2017 ), who found a negative influence of phubbing.

The H6 results suggests that phubbing is one of the significant predictors of psychological well-being. Furthermore, these findings suggest that, when phubbers use a cellphone during interaction with someone, especially during the current pandemic, and they are connected with many family members, friends, and relatives; therefore, this kind of action gives them more satisfaction, which simultaneously results in increased relaxation and decreased depression ( Chotpitayasunondh and Douglas, 2018 ). These findings support those of Davey et al. (2018) , who evidenced that phubbing has a significant influence on adolescents and social health students in India.

The findings showed a significant and positive effect of social media use on psychological well-being both through bridging and bonding social capital. However, a significant and negative effect of social media use on psychological well-being through smartphone addiction and through social isolation was also found. Hence, this study provides evidence that could shed light on the contradictory contributions in the literature suggesting both positive (e.g., Chen and Li, 2017 ; Twenge and Campbell, 2019 ; Roberts and David, 2020 ) and negative (e.g., Chotpitayasunondh and Douglas, 2016 ; Jiao et al., 2017 ; Choi and Noh, 2019 ; Chatterjee, 2020 ) effects of social media use on psychological well-being. This study concludes that the overall impact is positive, despite some degree of negative indirect impact.

Theoretical Contributions

This study's findings contribute to the current literature, both by providing empirical evidence for the relationships suggested by extant literature and by demonstrating the relevance of adopting a more complex approach that considers, in particular, the indirect effect of social media on psychological well-being. As such, this study constitutes a basis for future research ( Van Den Eijnden et al., 2016 ; Whaite et al., 2018 ) aiming to understand the impacts of social media use and to find ways to reduce its possible negative impacts.

In line with Kim and Kim (2017) , who stressed the importance of heterogeneous social networks in improving social capital, this paper suggests that, to positively impact psychological well-being, social media usage should be associated both with strong and weak ties, as both are important in building social capital, and hence associated with its bonding and bridging facets. Interestingly, though, bridging capital was shown as having the greatest impact on psychological well-being. Thus, the importance of wider social horizons, the inclusion in different groups, and establishing new connections ( Putnam, 1995 , 2000 ) with heterogeneous weak ties ( Li and Chen, 2014 ) are highlighted in this paper.

Practical Contributions

These findings are significant for practitioners, particularly those interested in dealing with the possible negative impacts of social media use on psychological well-being. Although social media use is associated with factors that negatively impact psychological well-being, particularly smartphone addiction and social isolation, these negative impacts can be lessened if the connections with both strong and weak ties are facilitated and featured by social media. Indeed, social media platforms offer several features, from facilitating communication with family, friends, and acquaintances, to identifying and offering access to other people with shared interests. However, it is important to access heterogeneous weak ties ( Li and Chen, 2014 ) so that social media offers access to wider sources of information and new resources, hence enhancing bridging social capital.

Limitations and Directions for Future Studies

This study is not without limitations. For example, this study used a convenience sampling approach to reach to a large number of respondents. Further, this study was conducted in Mexico only, limiting the generalizability of the results; future research should therefore use a cross-cultural approach to investigate the impacts of social media use on psychological well-being and the mediating role of proposed constructs (e.g., bonding and bridging social capital, social isolation, and smartphone addiction). The sample distribution may also be regarded as a limitation of the study because respondents were mainly well-educated and female. Moreover, although Internet channels represent a particularly suitable way to approach social media users, the fact that this study adopted an online survey does not guarantee a representative sample of the population. Hence, extrapolating the results requires caution, and study replication is recommended, particularly with social media users from other countries and cultures. The present study was conducted in the context of mainly University students, primarily well-educated females, via an online survey on in Mexico; therefore, the findings represent a snapshot at a particular time. Notably, however, the effect of social media use is increasing due to COVID-19 around the globe and is volatile over time.

Two of the proposed hypotheses of this study, namely the expected negative impacts of social media use on social isolation and of phubbing on psychological well-being, should be further explored. One possible approach is to consider the type of connections (i.e., weak and strong ties) to explain further the impact of social media usage on social isolation. Apparently, the prevalence of weak ties, although facilitating bridging social capital, may have an adverse impact in terms of social isolation. Regarding phubbing, the fact that the findings point to a possible positive impact on psychological well-being should be carefully addressed, specifically by psychology theorists and scholars, in order to identify factors that may help further understand this phenomenon. Other suggestions for future research include using mixed-method approaches, as qualitative studies could help further validate the results and provide complementary perspectives on the relationships between the considered variables.

Data Availability Statement

The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.

Ethics Statement

The studies involving human participants were reviewed and approved by Jiangsu University. The patients/participants provided their written informed consent to participate in this study.

Author Contributions

All authors listed have made a substantial, direct and intellectual contribution to the work, and approved it for publication.

This study is supported by the National Statistics Research Project of China (2016LY96).

Conflict of Interest

The authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.

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Keywords: smartphone addiction, social isolation, bonding social capital, bridging social capital, phubbing, social media use

Citation: Ostic D, Qalati SA, Barbosa B, Shah SMM, Galvan Vela E, Herzallah AM and Liu F (2021) Effects of Social Media Use on Psychological Well-Being: A Mediated Model. Front. Psychol. 12:678766. doi: 10.3389/fpsyg.2021.678766

Received: 10 March 2021; Accepted: 25 May 2021; Published: 21 June 2021.

Reviewed by:

Copyright © 2021 Ostic, Qalati, Barbosa, Shah, Galvan Vela, Herzallah and Liu. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) . The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

*Correspondence: Sikandar Ali Qalati, sidqalati@gmail.com ; 5103180243@stmail.ujs.edu.cn ; Esthela Galvan Vela, esthela.galvan@cetys.mx

† ORCID: Dragana Ostic orcid.org/0000-0002-0469-1342 Sikandar Ali Qalati orcid.org/0000-0001-7235-6098 Belem Barbosa orcid.org/0000-0002-4057-360X Esthela Galvan Vela orcid.org/0000-0002-8778-3989 Feng Liu orcid.org/0000-0001-9367-049X

Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.

• Open access
• Published: 16 March 2020

Exploring the role of social media in collaborative learning the new domain of learning

• Jamal Abdul Nasir Ansari 1 &
• Nawab Ali Khan 1  

Smart Learning Environments volume  7 , Article number:  9 ( 2020 ) Cite this article

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This study is an attempt to examine the application and usefulness of social media and mobile devices in transferring the resources and interaction with academicians in higher education institutions across the boundary wall, a hitherto unexplained area of research. This empirical study is based on the survey of 360 students of a university in eastern India, cognising students’ perception on social media and mobile devices through collaborative learning, interactivity with peers, teachers and its significant impact on students’ academic performance. A latent variance-based structural equation model approach was followed for measurement and instrument validation. The study revealed that online social media used for collaborative learning had a significant impact on interactivity with peers, teachers and online knowledge sharing behaviour.

Additionally, interactivity with teachers, peers, and online knowledge sharing behaviour has seen a significant impact on students’ engagement which consequently has a significant impact on students’ academic performance. Grounded to this finding, it would be valuable to mention that use of online social media for collaborative learning facilitate students to be more creative, dynamic and research-oriented. It is purely a domain of knowledge.

Introduction

The explosion of Information and Communication Technology (ICT) has led to an increase in the volume and smoothness in transferring course contents, which further stimulates the appeasement of Digital Learning Communities (DLCs). The millennium and naughtiness age bracket were Information Technology (IT) centric on web space where individual and geopolitical disperse learners accomplished their e-learning goals. The Educause Center for Applied Research [ECAR] ( 2012 ) surveyed students in higher education mentioned that students are pouring the acceptance of mobile computing devices (cellphones, smartphones, and tablet) in Higher Education Institutions (HEIs), roughly 67% surveyed students accepted that mobile devices and social media play a vital role in their academic performance and career enhancement. Mobile devices and social media provide excellent educational e-learning opportunities to the students for academic collaboration, accessing in course contents, and tutors despite the physical boundary (Gikas & Grant, 2013 ). Electronic communication technologies accelerate the pace of their encroachment of every aspect of life, the educational institutions incessantly long decades to struggle in seeing the role of such devices in sharing the contents, usefulness and interactivity style. Adoption and application of mobile devices and social media can provide ample futuristic learning opportunities to the students in accessing course contents as well as interaction with peers and experts (Cavus & Ibrahim, 2008 , 2009 ; Kukulska-Hulme & Shield, 2008 ; Nihalani & Mayrath, 2010 ; Richardson & Lenarcic, 2008 , Shih, 2007 ). Recently Pew Research Center reported that 55% American teenage age bracket of 15–17 years using online social networking sites, i.e. Myspace and Facebook (Reuben, 2008 ). Social media, the fast triggering the mean of virtual communication, internet-based technologies changed the life pattern of young youth.

Use of social media and mobile devices presents both advantages as well as challenges, mostly its benefits seen in terms of accessing course contents, video clip, transfer of the instructional notes etc. Overall students feel that social media and mobile devices are the cheap and convenient tools of obtaining relevant information. Studies in western countries have confronted that online social media use for collaborative learning has a significant contribution to students’ academic performance and satisfaction (Zhu, 2012 ). The purpose of this research project was to explore how learning and teaching activities in higher education institutions were affected by the integration and application of mobile devices in sharing the resource materials, interaction with colleagues and students’ academic performance. The broad goal of this research was to contemporise the in-depth perspectives of students’ perception of mobile devices and social media in learning and teaching activities. However, this research paper paid attention to only students’ experiences, and their understanding of mobile devices and social media fetched changes and its competency in academic performance. The fundamental research question of this research was, what are the opinions of students on social media and mobile devices when it is integrating into higher education for accessing, interacting with peers.

A researcher of the University of Central Florida reported that electronic devices and social media create an opportunity to the students for collaborative learning and also allowed the students in sharing the resource materials to the colleagues (Gikas & Grant, 2013 ). The result of the eight Egyptian universities confirmed that social media have the significant impact on higher education institutions especially in term of learning tools and teaching aids, faculty members’ use of social media seen at a minimum level due to several barriers (internet accessibility, mobile devices etc.).

Social media and mobile devices allow the students to create, edit and share the course contents in textual, video or audio forms. These technological innovations give birth to a new kind of learning cultures, learning based on the principles of collective exploration and interaction (Selwyn, 2012 ). Social media the phenomena originated in 2005 after the Web2.0 existence into the reality, defined more clearly as “a group of Internet-based applications that build on the ideological and technological foundation of web 2.0 and allow creation and exchange of user-generated contents (Kaplan & Haenlein, 2010 ). Mobile devices and social media provide opportunities to the students for accessing resources, materials, course contents, interaction with mentor and colleagues (Cavus & Ibrahim, 2008 , 2009 ; Richardson & Lenarcic, 2008 ).

Social media platform in academic institutions allows students to interact with their mentors, access their course contents, customisation and build students communities (Greenhow, 2011a , 2011b ). 90% school going students currently utilise the internet consistently, with more than 75% teenagers using online networking sites for e-learning (DeBell & Chapman, 2006 ; Lenhart, Arafeh, & Smith, 2008 ; Lenhart, Madden, & Hitlin, 2005 ). The result of the focus group interview of the students in 3 different universities in the United States confirmed that use of social media created opportunities to the learners for collaborative learning, creating and engaging the students in various extra curriculum activities (Gikas & Grant, 2013 ).

Research background and hypotheses

The technological innovation and increased use of the internet for e-learning by the students in higher education institutions has brought revolutionary changes in communication pattern. A report on 3000 college students in the United States revealed that 90% using Facebook while 37% using Twitter to share the resource materials as cited in (Elkaseh, Wong, & Fung, 2016 ). A study highlighted that the usage of social networking sites in educational institutions has a practical outcome on students’ learning outcomes (Jackson, 2011 ). The empirical investigation over 252 undergraduate students of business and management showed that time spent on twitter and involvement in managing social lives and sharing information, course-related influences their performance (Evans, 2014 ).

Social media for collaborative learning, interactivity with teachers, interactivity with peers

Many kinds of research confronted on the applicability of social media and mobile devices in higher education for interaction with colleagues.90% of faculty members use some social media in courses they were usually teaching or professional purposes out of the campus life. Facebook and YouTube are the most visited sites for the professional outcomes, around 2/3rd of the all-faculty use some medium fora class session, and 30% posted contents for students engagement in reading, view materials (Moran, Seaman, & Tinti-Kane, 2011 ). Use of social media and mobile devices in higher education is relatively new phenomena, completely hitherto area of research. Research on the students of faculty of Economics at University of Mortar, Bosnia, and Herzegovina reported that social media is already used for the sharing the materials and exchanges of information and students are ready for active use of social networking site (slide share etc.) for educational purposes mainly e-learning and communication (Mirela Mabić, 2014 ).

The report published by the U.S. higher education department stated that the majority of the faculty members engaged in different form of the social media for professional purposes, use of social media for teaching international business, sharing contents with the far way students, the use of social media and mobile devices for sharing and the interactive nature of online and mobile technologies build a better learning environment at international level. Responses on 308 graduate and postgraduate students in Saudi Arabia University exhibited that positive correlation between chatting, online discussion and file sharing and knowledge sharing, and entertainment and enjoyment with students learning (Eid & Al-Jabri, 2016 ). The quantitative study on 168 faculty members using partial least square (PLS-SEM) at Carnegie classified Doctoral Research University in the USA confirmed that perceived usefulness, external pressure and compatibility of task-technology have positive effect on social media use, the higher the degree of the perceived risk of social media, the less likely to use the technological tools for classroom instruction, the study further revealed that use of social media for collaborative learning has a positive effect on students learning outcome and satisfaction (Cao, Ajjan, & Hong, 2013 ). Therefore, the authors have hypothesized:

H1: Use of social media for collaborative learning is positively associated with interactivity with teachers.

Additionally, Madden and Zickuhr ( 2011 ) concluded that 83% of internet user within the age bracket of 18–29 years adopting social media for interaction with colleagues. Kabilan, Ahmad, and Abidin ( 2010 ) made an empirical investigation on 300 students at University Sains Malaysia and concluded that 74% students found to be the same view that social media infuses constructive attitude towards learning English (Fig. 1 ).

Research Model

Reuben ( 2008 ) concluded in his study on social media usage among professional institutions revealed that Facebook and YouTube used over half of 148 higher education institutions. Nevertheless, a recent survey of 456 accredited United States institutions highlighted 100% using some form of social media, notably Facebook 98% and Twitter 84% for e-learning purposes, interaction with mentors (Barnes & Lescault, 2011 ).

Information and communication technology (ICT), such as web-based application and social networking sites enhances the collaboration and construction of knowledge byway of instruction with outside experts (Zhu, 2012 ). A positive statistically significant relationship was found between student’s use of a variety of social media tools and the colleague’s fellow as well as the overall quality of experiences (Rutherford, 2010 ). The potential use of social media leads to collaborative learning environments which allow students to share education-related materials and contents (Fisher & Baird, 2006 ). The report of 233 students in the United States higher educations confirmed that more recluse students interact through social media, which assist them in collaborative learning and boosting their self-confidence (Voorn & Kommers, 2013 ). Thus hypotheses as

H2: Use of social media for collaborative learning is positively associated with interactivity with peers.

Social media for collaborative learning, interactivity with peers, online knowledge sharing behaviour and students’ engagement

Students’ engagement in social media and its types represent their physical and mental involvement and time spent boost to the enhancement of educational Excellency, time spent on interaction with peers, teachers for collaborative learning (Kuh, 2007 ). Students’ engagement enhanced when interacting with peers and teacher was in the same direction, shares of ideas (Chickering & Gamson, 1987 ). Engagement is an active state that is influenced by interaction or lack thereof (Leece, 2011 ). With the advancement in information technology, the virtual world becomes the storehouse of the information. Liccardi et al. ( 2007 ) concluded that 30% students were noted to be active on social media for interaction with their colleagues, tutors, and friends while more than 52% used some social media forms for video sharing, blogs, chatting, and wiki during their class time. E-learning becomes now sharp and powerful tools in information technology and makes a substantial impact on the student’s academic performance. Sharing your knowledge will make you better. Social network ties were shown to be the best predictors of online knowledge sharing intention, which in turn associated with knowledge sharing behaviour (Chen, Chen, & Kinshuk, 2009 ). Social media provides the robust personalised, interactive learning environment and enhances in self-motivation as cited in (Al-Mukhaini, Al-Qayoudhi, & Al-Badi, 2014 ). Therefore, it was hypothesised that:

H3: Use of social media for collaborative learning is positively associated with online knowledge sharing behaviour.

Broadly Speaking social media/sites allow the students to interact, share the contents with colleagues, also assisting in building connections with others (Cain, 2008 ). In the present era, the majority of the college-going students are seen to be frequent users of these sophisticated devices to keep them informed and updated about the external affair. Facebook reported per day 1,00,000 new members join; Facebook is the most preferred social networking sites among the students of the United States as cited in (Cain, 2008 ). The researcher of the school of engineering, Swiss Federal Institute of Technology Lausanne, Switzerland, designed and developed Grasp, a social media platform for their students’ collaborative learning, sharing contents (Bogdanov et al., 2012 ). The utility and its usefulness could be seen in the University of Geneva and Tongji University at both two educational places students were satisfied and accept ‘ Grasp’ to collect, organised and share the contents. Students use of social media will interact ubiquity, heterogeneous and engaged in large groups (Wankel, 2009 ). So we hypotheses

H4: More interaction with teachers leads to higher students’ engagement.

However, a similar report published on 233 students revealed that social media assisted in their collaborative learning and self-confidence as they prefer communication technology than face to face communication. Although, the students have the willingness to communicate via social media platform than face to face (Voorn & Kommers, 2013 ). The potential use of social media tools facilitates in achieving higher-level learning through collaboration with colleagues and other renewed experts in their field (Junco, Heiberger, & Loken, 2011 ; Meyer, 2010 ; Novak, Razzouk, & Johnson, 2012 ; Redecker, Ala-Mutka, & Punie, 2010 ). Academic self-efficacy and optimism were found to be strongly related to performance, adjustment and consequently both directly impacted on student’s academic performance (Chemers, Hu, & Garcia, 2001 ). Data of 723 Malaysian researchers confirmed that both male and female students were satisfied with the use of social media for collaborative learning and engagement was found positively affected with learning performance (Al-Rahmi, Alias, Othman, Marin, & Tur, 2018 ). Social media were seen as a powerful driver for learning activities in terms of frankness, interactivity, and friendliness.

Junco et al. ( 2011 ) conducted research on the specific purpose of the social media; how Twitter impacted students’ engagement, found that it was extent discussion out of class, their participation in panel group (Rodriguez, 2011 ). A comparative study conducted by (Roblyer, McDaniel, Webb, Herman, & Witty, 2010 ) revealed that students were more techno-oriented than faculty members and more likely using Facebook and such similar communication technology to support their class-related task. Additionally, faculty members were more likely to use traditional techniques, i.e. email. Thus hypotheses framed is that:

H5: More interaction with peers ultimately leads to better students’ engagement.

Social networking sites and social media are closely similar, which provide a platform where students can interact, communicate, and share emotional intelligence and looking for people with other attitudes (Gikas & Grant, 2013 ). Facebook and YouTube channel use also increased in the skills/ability and knowledge and outcomes (Daniel, Isaac, & Janet, 2017 ). It was highlighted that 90% of faculty members were using some sort of social media in their courses/ teaching. Facebook was the most visited social media sites as per study, 40% of faculty members requested students to read and views content posted on social media; majority reports that videos, wiki, etc. the primary source of acquiring knowledge, social networking sites valuable tool/source of collaborative learning (Moran et al., 2011 ). However, more interestingly, in a study which was carried out on 658 faculty members in the eight different state university of Turkey, concluded that nearly half of the faculty member has some social media accounts.

Further reported that adopting social media for educational purposes, the primary motivational factor which stimulates them to use was effective and quick means of communication technology (Akçayır, 2017 ). Thus hypotheses formulated is:

H6: Online knowledge sharing behaviour is positively associated with the students’ engagement.

Using multiple treatment research design, following act-react to increase students’ academic performance and productivity, it was observed when self–monitoring record sheet was placed before students and seen that students engagement and educational productivity was increased (Rock & Thead, 2007 ). Student engagement in extra curriculum activities promotes academic achievement (Skinner & Belmont, 1993 ), increases grade rate (Connell, Spencer, & Aber, 1994 ), triggering student performance and positive expectations about academic abilities (Skinner & Belmont, 1993 ). They are spending time on online social networking sites linked to students engagement, which works as the motivator of academic performance (Fan & Williams, 2010 ). Moreover, it was noted in a survey of over 236 Malaysian students that weak association found between the online game and student’s academic performance (Eow, Ali, Mahmud, & Baki, 2009 ). In a survey of 671 students in Jordan, it was revealed that student’s engagement directly influences academic performance, also seen the indirect effect of parental involvement over academic performance (Al-Alwan, 2014 ). Engaged students are perceptive and highly active in classroom activities, ready to participate in different classroom extra activities and expose motivation to learn, which finally leads in academic achievement (Reyes, Brackett, Rivers, White, & Salovey, 2012 ). A mediated role of students engagement seen in 1399 students’ classroom emotional climate and grades (Reyes et al., 2012 ). A statistically significant relation was noticed between online lecture and exam performance.

Nonetheless, intelligence quotient, personality factors, students must be engaged in learning activities as cited in (Bertheussen & Myrland, 2016 ). The report of the 1906 students at 7 universities in Colombia confirmed that the weak correlation between collaborative learning, students faculty interaction with academic performance (Pineda-Báez et al., 2014 ) Thus, the hypothesis

H7: Student's Engagement is positively associated with the student's academic performance.

Methodology

To check the students’ perception on social media for collaborative learning in higher education institutions, Data were gathered both offline and online survey administered to students from one public university in Eastern India (BBAU, Lucknow). For the sake of this study, indicators of interactivity with peers and teachers, the items of students engagement, the statement of social media for collaborative learning, and the elements of students’ academic performance were adopted from (AL-Rahmi & Othman, 2013 ). The statement of online knowledge sharing behaviour was taken from (Ma & Yuen, 2011 ).

The indicators of all variables which were mentioned above are measured on the standardised seven-point Likert scale with the anchor (1-Strongly Disagree, to 7-Strongly Agree). Interactivity with peers was measured using four indicators; the sample items using social media in class facilitates interaction with peers ; interactivity with teachers was measured using four symbols, the sample item is using social media in class allows me to discuss with the teacher. ; engagement was measured using three indicators by using social media I felt that my opinions had been taken into account in this class ; social media for collaborative learning was measured using four indicators collaborative learning experience in social media environment is better than in a face-to-face learning environment ; students’ academic performance was measured using five signs using social media to build a student-lecturer relationship with my lecturers, and this improves my academic performance ; online knowledge sharing behaviour was assessed using five symbols the counsel was received from other colleague using social media has increased our experience .

Procedure and measurement

A sample of 360 undergraduate students was collected by convenience sampling method of a public university in Eastern India. The proposed model of study was measured and evaluated using variance based structured equation model (SEM)-a latent multi variance technique which provides the concurrent estimation of structural and measurement model that does not meet parametric assumption (Coelho & Duarte, 2016 ; Haryono & Wardoyo, 2012 ; Lee, 2007 ; Moqbel, Nevo, & Kock, 2013 ; Raykov & Marcoulides, 2000 ; Williams, Rana, & Dwivedi, 2015 ). The confirmatory factor analysis (CFA) was conducted to ensure whether the widely accepted criterion of discriminate and convergent validity met or not. The loading of all the indicators should be 0.50 or more (Field, 2011 ; Hair, Anderson, Tatham, & Black, 1992 ). And it should be statistically significant at least at the 0.05.

Demographic analysis (Table 1 )

The majority of the students in this study were females (50.8%) while male students were only 49.2% with age 15–20 years (71.7%). It could be pointed out at this juncture that the majority of the students (53.9%) in BBAU were joined at least 1–5 academic pages for their getting information, awareness and knowledge. 46.1% of students spent 1–5 h per week on social networking sites for collaborative learning, interaction with teachers at an international level. The different academic pages followed for accessing material, communication with the faculty members stood at 44.4%, there would be various forms of the social networking sites (LinkedIn, Slide Share, YouTube Channel, Researchgate) which provide the facility of online collaborative learning, a platform at which both faculty members and students engaged in learning activities.

As per report (Nasir, Khatoon, & Bharadwaj, 2018 ), most of the social media user in India are college-going students, 33% girls followed by 27% boys students, and this reports also forecasted that India is going to become the highest 370.77 million internet users in 2022. Additionally, the majority of the faculty members use smartphone 44% to connect with the students for sharing material content. Technological advantages were the pivotal motivational force which stimulates faculty members and students to exploits the opportunities of resource materials (Nasir & Khan, 2018 ) (Fig. 2 ).

Reasons for Using Social Media

When the students were asked for what reason did they use social media, it was seen that rarely using for self-promotion, very frequently using for self-education, often used for passing the time with friends, and so many fruitful information the image mentioned above depicting.

Instrument validation

The structural model was applied to scrutinize the potency and statistically significant relationship among unobserved variables. The present measurement model was evaluated using Confirmatory Factor Analysis (CFA), and allied procedures to examine the relationship among hypothetical latent variables has acceptable reliability and validity. This study used both SPSS 20.0 and AMOS to check measurement and structural model (Field, 2013 ; Hair, Anderson, et al., 1992 ; Mooi & Sarstedt, 2011 ; Norusis, 2011 ).

The Confirmatory Factor Analysis (CFA) was conducted to ensure whether the widely accepted criterion of discriminant and convergent validity met or not. The loading of all the indicators should be 0.70 or more it should be statistically significant at least at the 0.05 (Field, 2011 ; Hair, Anderson, et al., 1992 ).

CR or CA-based tests measured the reliability of the proposed measurement model. The CA provides an estimate of the indicators intercorrelation (Henseler & Sarstedt, 2013 . The benchmark limits of the CA is 0.7 or more (Nunnally & Bernstein, 1994 ). As per Table 2 , all latent variables in this study above the recommended threshold limit. Although, Average Variance Extracted (AVE) has also been demonstrated which exceed the benchmark limit 0.5. Thus all the above-specified values revealed that our instrument is valid and effective. (See Table 2 for the additional information) (Table 3 ).

In a nutshell, the measurement model clear numerous stringent tests of convergent validity, discriminant validity, reliability, and absence of multi-collinearity. The finding demonstrated that our model meets widely accepted data validation criteria. (Schumacker & Lomax, 2010 ).

The model fit was evaluated through the Chi-Square/degree of freedom (CMIN/DF), Root Mean Residual (RMR), Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI), and Goodness of fit index (GFI) and Tucker-Lewis Index (TLI). The benchmark limit of the CFI, TLI, and GFI 0.90or more (Hair et al., 2016 ; Kock, 2011 ). The model study demonstrated in the table, as mentioned above 4 that the minimum threshold limit was achieved (See Table 4 for additional diagnosis).

Path coefficient of several hypotheses has been demonstrated in Fig.  3 , which is a variable par relationship. β (beta) Coefficients, standardised partial regression coefficients signify the powers of the multivariate relationship among latent variables in the model. Remarkably, it was observed that seven out of the seven proposed hypotheses were accepted and 78% of the explained variance in students’ academic performance, 60% explained variance in interactivity with teachers, 48% variance in interactivity with peers, 43% variance in online knowledge sharing behaviour and 79% variance in students’ engagement. Social media collaborative learning has a significant association with teacher interactivity(β = .693, P  < 0.001), demonstrating that there is a direct effect on interaction with the teacher by social media when other variables are controlled. On the other hand, use of social media for collaborative learning has noticed statistically significant positive relationship with peers interactivity (β = .704, p  < 0.001) meaning thereby, collaborative learning on social media by university students, leads to the high degree of interaction with peers, colleagues. Implied 10% rise in social media use for learning purposes, expected 7.04% increase in interaction with peers.

Path Diagram

Use of social media for collaborating learning has a significant positive association with online knowledge sharing behaviour (β = .583, p  < 0.001), meaning thereby that the more intense use of social media for collaborative learning by university students, the more knowledge sharing between peers and colleagues. Also, interaction with the teacher seen the significant statistical positive association with students engagement (β = .450, p  < 0.001), telling that the more conversation with teachers, leads to a high level of students engagement. Similarly, the practical interpretation of this result is that there is an expected 4.5% increase in student’s participation for every 10% increase in interaction with teachers. Interaction with peers has a significant positive association with students engagement (β = .210, p  < 0.001). Practically, the finding revealed that 10% upturn in student’s involvement, there is a 2.1% increase in peer’s interaction. There is a significant positive association between online knowledge sharing behaviour and students engagement (β = 0.247, p  < 0.001), and finally students engagement has been a statistically significant positive relationship with students’ academic performance (β = .972, p  < 0.001), this is the clear indication that more engaged students in collaborative learning via social media leads to better students’ academic performance.

Discussion and implication

There is a continuing discussion in the academic literature that use of such social media and social networking sites would facilitate collaborative learning. It is human psychology generally that such communication media technology seems only for entertainment, but it should be noted here carefully that if such communication technology would be followed with due attention prove productive. It is essential to acknowledge that most university students nowadays adopting social media communication to interact with colleagues, teachers and also making the group be in touch with old friends and even a convenient source of transferring the resources. In the present era, the majority of the university students having diversified social media community groups like Whatsapp, Facebook pages following different academic web pages to upgrade their knowledge.

Practically for every 10% rise in students’ engagement, expected to be 2.1% increase in peer interaction. As the study suggested that students engage in different sites, they start discussing with colleagues. More engaged students in collaborative learning through social media lead better students’ academic performance. The present study revealed that for every 10% increase in student’s engagement, there would be an expected increase in student academic performance at a rate of 9.72. This extensive research finding revealed that the application of online social media would facilitate the students to become more creative, dynamics and connect to the worldwide instructor for collaborative learning.

Accordingly, the use of online social media for collaborative learning, interaction with mentors and colleagues leadbetter student’s engagement which consequently affects student’s academic performance. The higher education authority should provide such a platform which can nurture the student’s intellectual talents. Based on the empirical investigation, it would be said that students’ engagement, social media communication devices facilitate students to retrieve information and interact with others in real-time regarding sharing teaching materials contents. Additionally, such sophisticated communication devices would prove to be more useful to those students who feel too shy in front of peers; teachers may open up on the web for the collaborative learning and teaching in the global scenario and also beneficial for physically challenged students. It would also make sense that intensive use of such sophisticated technology in teaching pedagogical in higher education further facilitates the teachers and students to interact digitally, web-based learning, creating discussion group, etc. The result of this investigation confirmed that use of social media for collaborative learning purposes, interaction with peers, and teacher affect their academic performance positively, meaning at this moment that implementation of such sophisticated communication technology would bring revolutionary, drastic changes in higher education for international collaborative learning (Table 5 ).

Limitations and future direction

Like all the studies, this study is also not exempted from the pitfalls, lacunas, and drawbacks. The first and foremost research limitation is it ignores the addiction of social media; excess use may lead to destruction, deviation from the focal point. The study only confined to only one academic institution. Hence, the finding of the project cannot be generalised as a whole. The significant positive results were found in this study due to the fact that the social media and mobile devices are frequently used by the university going students not only as a means of gratification but also for educational purposes.

Secondly, this study was conducted on university students, ignoring the faculty members, it might be possible that the faculty members would not have been interested in interacting with the students. Thus, future research could be possible towards faculty members in different higher education institutions. To the authors’ best reliance, this is the first and prime study to check the usefulness and applicability of social media in the higher education system in the Indian context.

Concluding observations

Based on the empirical investigation, it could be noted that application and usefulness of the social media in transferring the resource materials, collaborative learning and interaction with the colleagues as well as teachers would facilitate students to be more enthusiastic and dynamic. This study provides guidelines to the corporate world in formulating strategies regarding the use of social media for collaborative learning.

Availability of data and materials

The corresponding author declared here all types of data used in this study available for any clarification. The author of this manuscript ready for any justification regarding the data set. To make publically available of the data used in this study, the seeker must mail to the mentioned email address. The profile of the respondents was completely confidential.

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Ansari, J.A.N., Khan, N.A. Exploring the role of social media in collaborative learning the new domain of learning. Smart Learn. Environ. 7 , 9 (2020). https://doi.org/10.1186/s40561-020-00118-7

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A Typology of Social Media Use by Human Service Nonprofits: Mixed Methods Study

Authors of this article:

Original Paper

• Jia Xue 1, 2 , PhD   ; 
• Micheal L Shier 1 , PhD   ; 
• Junxiang Chen 3 , PhD   ; 
• Yirun Wang 4 , MSc   ; 
• Chengda Zheng 4 , MI   ; 
• Chen Chen 4 , PhD  

1 Factor-Inwentash Faculty of Social Work, University of Toronto, Toronto, ON, Canada

2 Faculty of Information, University of Toronto, Toronto, ON, Canada

3 Department of Biostatistics and Health Data Science, Indiana University School of Medicine, Indianapolis, IN, United States

4 Artificial Intelligence for Justice Lab, University of Toronto, Toronto, ON, Canada

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Jia Xue, PhD

Factor-Inwentash Faculty of Social Work

University of Toronto

246 Bloor Street West

Toronto, ON, M5S 1V4

Phone: 1 4169465429

Email: [email protected]

Background: Nonprofit organizations are increasingly using social media to improve their communication strategies with the broader population. However, within the domain of human service nonprofits, there is hesitancy to fully use social media tools, and there is limited scope among organizational personnel in applying their potential beyond self-promotion and service advertisement. There is a pressing need for greater conceptual clarity to support education and training on the varied reasons for using social media to increase organizational outcomes.

Objective: This study leverages the potential of Twitter (subsequently rebranded as X [X Corp]) to examine the online communication content within a sample (n=133) of nonprofit sexual assault (SA) centers in Canada. To achieve this, we developed a typology using a qualitative and supervised machine learning model for the automatic classification of tweets posted by these centers.

Methods: Using a mixed methods approach that combines machine learning and qualitative analysis, we manually coded 10,809 tweets from 133 SA centers in Canada, spanning the period from March 2009 to March 2023. These manually labeled tweets were used as the training data set for the supervised machine learning process, which allowed us to classify 286,551 organizational tweets. The classification model based on supervised machine learning yielded satisfactory results, prompting the use of unsupervised machine learning to classify the topics within each thematic category and identify latent topics. The qualitative thematic analysis, in combination with topic modeling, provided a contextual understanding of each theme. Sentiment analysis was conducted to reveal the emotions conveyed in the tweets. We conducted validation of the model with 2 independent data sets.

Results: Manual annotation of 10,809 tweets identified seven thematic categories: (1) community engagement, (2) organization administration, (3) public awareness, (4) political advocacy, (5) support for others, (6) partnerships, and (7) appreciation. Organization administration was the most frequent segment, and political advocacy and partnerships were the smallest segments. The supervised machine learning model achieved an accuracy of 63.4% in classifying tweets. The sentiment analysis revealed a prevalence of neutral sentiment across all categories. The emotion analysis indicated that fear was predominant, whereas joy was associated with the partnership and appreciation tweets. Topic modeling identified distinct themes within each category, providing valuable insights into the prevalent discussions surrounding SA and related issues.

Conclusions: This research contributes an original theoretical model that sheds light on how human service nonprofits use social media to achieve their online organizational communication objectives across 7 thematic categories. The study advances our comprehension of social media use by nonprofits, presenting a comprehensive typology that captures the diverse communication objectives and contents of these organizations, which provide content to expand training and education for nonprofit leaders to connect and engage with the public, policy experts, other organizations, and potential service users.

Introduction

It has long been acknowledged that social media plays a significant role in facilitating stakeholder engagement between nonprofits and community members [ 1 - 3 ]. Human service nonprofits have recognized the potential of social media in securing donations; recruiting volunteers [ 4 - 7 ]; enhancing trust, accountability, and awareness [ 8 ]; and fostering partnerships [ 9 ]. However, research on the specific focus of social media engagement by human service nonprofits remains somewhat limited in the existing literature and practice [ 10 ]. Traditionally, social media in the nonprofit sector has been extensively explored in relation to its use for advocacy purposes [ 11 - 13 ]. Although investigation into the advocacy function of social media use is important within the human service nonprofit sector, as this is a key role played by human service nonprofits to promote and support social welfare development, the need of these organizations to engage with the wider community is much more expansive.

Human service organizations are complex entities involved in a wide range of activities to fulfill their missions, primarily focused on providing direct support to address negative social, economic, and political outcomes of social groups considered marginalized and to promote social welfare development through program development, public awareness, and advocacy efforts [ 14 ]. These human service nonprofits interact with diverse human resources (professional and volunteer), service users, and community groups; form partnerships across sectors (nonprofits, for-profit firms, and governments); and manage activities with for-profit (eg, social enterprises, social investors, and consumers), government (eg, contracting arrangements), and nonprofit (eg, through foundations) revenue sources and organizations. The use of social media is complicated further when considering its use for service user engagement, as there is an emerging body of literature on the use of social media for service delivery–related purposes [ 15 , 16 ].

To move beyond the advocacy-related function of social media by human service nonprofits, this research investigated in greater detail the various reasons why human service nonprofits are using social media within the sexual violence service delivery sector across Canada. The research merges social science, big data, and computer science to further enhance our knowledge and understanding of how human service nonprofit organizations use information communication technology. This study expands upon prior studies of nonprofit organizational communication research by using Twitter-based data (subsequently rebranded as X [X Corp]). Human-labeled tweets were used as training data, and a supervised machine learning approach was used to automatically predict content analytical themes in a Twitter corpus. The study builds a predictive classification model that uses a supervised machine learning algorithm to evaluate large social media data sets, resulting in a theoretical framework that categorizes the objectives of the sexual assault (SA) organization posts on social media. The overarching question that guides this research is as follows: “What are the different purposes of social media communication among SA centers in Canada?” This research is part of a greater effort to develop a strategic approach and educational information for training human service personnel and leaders on the use of social media to increase the capacity of human service nonprofits [ 17 , 18 ].

Literature Review

Current research indicates that nonprofit organizations are increasingly using social media to improve their communication strategies with the broader population. A primary focus of research in this area has been on the specific tangible ways of this type of engagement, including the volume of engagement and the focus of messaging, along with its directionality, and the emphasis of the posts being informative and practical [ 19 - 21 ]. For example, Guo and Saxton [ 22 ] have focused on the extent to which nonprofits are gaining attention and highlight that this is influenced by the size of an organization’s network, the frequency with which it communicates through social media, and the number of conversations an organization joins [ 22 ]. This research is important, as it highlights the mechanisms of social media use and the frequency; however, it does not provide sufficient insight into the various reasons for social media use and the outcomes of this communication strategy on different organizational functions or purposes, and particularly important within the realm of human service nonprofit organization, which may use social media to achieve a multitude of objectives.

In fact, research on social media use within human service nonprofits specifically has identified some hesitancy to use social media education or useful tools to focus on social media use [ 23 , 24 ], and there is limited scope among organizational personnel in applying its usefulness beyond promoting one’s organization and its services [ 25 ]. This lack of engagement has been determined to be influenced in part due to limited education and awareness of the utility of social media use in the human services sector and other key organizational dynamics such as organizational culture, funding, and size of the organization [ 6 , 24 , 26 , 27 ].

Furthermore, a strong focus within the literature has been on how social media has been impacted by market actors (such as donors), which has constrained the framing of social media messaging [ 20 , 28 - 30 ]. Likewise, challenges with social media use, such as breaches of confidentiality and its increased use for surveillance and accountability-related purposes [ 31 ], also act to constrain social media use. As a result, there is a need for greater conceptual clarity to support education and training on the varied reasons for using social media to increase organizational outcomes [ 32 - 34 ].

This research seeks to address these gaps by investigating the wider range of social media use by human service nonprofits, establishing a typology of reasons for social media use beyond advocacy-related purposes. By doing so, it also addresses concerns regarding limited education and training within the sector on leveraging social media for diverse organizational objectives. Through the incorporation of machine learning and content analysis, this study contributes to a deeper understanding of nonprofit communication strategies and offers practical implications for improved social media engagement within the human service context.

Aim of the Study

This study investigates the objectives of social media engagement and the contents posted by human service nonprofit organizations on the social media platform Twitter, with a particular focus on SA service delivery centers in Canada. To achieve this aim, this study addresses the following research questions: (1) What is the typology and theoretical framework that effectively captures and categorizes the diverse online organizational communication objectives of SA centers as they use Twitter as a strategic tool to achieve their organizational outcomes? (2) How do the sentiments and emotions expressed in Twitter posts by SA centers vary in relation to different categories in the typology of online organizational communication, such as advocacy or public awareness? (3) How can machine learning and content analysis categorize and analyze the social media posts of these organizations, providing insights into their communication strategies?

This study used mixed research methods, including qualitative content analysis, supervised machine learning, unsupervised machine learning, thematic analysis, and sentiment analysis. To classify the full set of tweets, we first manually coded a subset of the full data set (n=10,809 tweets) into 7 emergent categories ( Table 1 ). These human-labeled tweets were used as the training data set to train a supervised machine learning algorithm to classify the remaining tweets. Figure 1 illustrates the mixed methods approach.

To select SA centers in Canada, this study used a purposive sampling approach. Initially, a sampling frame was developed by combining the list of SA centers by province and territory from the Canadian Association of Sexual Assault Centres and the Sexual Assault Centres, Crisis Lines, and Support Services websites. After removing duplicates, the sample frame consisted of 350 SA centers across 10 provinces and 3 territories. The sample frame provided basic information about the centers, including their names, contact information (phone number and email), and website or URL. The inclusion criteria were twofold: (1) the SA center had an active Twitter account and (2) it had posted at least 1 tweet on its account. To verify the eligibility of these centers, the authors manually searched their home page and Twitter pages and conducted thorough Google searches. Ultimately, the Twitter accounts of 133 SA centers were included as the final sample for this study. These centers were from 9 provinces and the Northwest Territories (Prince Edward Island did not have any SA centers that used Twitter).

Data Collection

To collect tweets from SA centers, the authors followed the pipeline outlined in their papers, including acquiring Twitter handles, obtaining Twitter IDs, and collecting tweets via Twitter’s application programing interface (API) [ 35 - 43 ]. The collected tweets encompassed the period from March 12, 2009, to March 15, 2023. The data set consisted of 297,360 tweets from 133 SA centers in Canada. The data sets are available for use by researchers upon request. First, a total of 91 unique Twitter handles (ie, @name) were obtained from the 133 SA centers in the sample, with 26 duplicate Twitter handles. Second, the 91 Twitter handles were converted into 91 Twitter IDs using 3 websites: TweeterID, CodeOfaNinja, and Comment Picker. Third, Twitter’s premium search API and timeline end points (full-archive end point) were used to collect tweets posted by the sampled SA centers in Canada, starting from as early as 2006 (search tweets, 2019). Data collection concluded on March 15, 2023.

Manual Annotation

The purpose of manual annotation was to obtain human-labeled tweets categorized into different themes. These labeled tweets would serve as the training data set for classifying the entire corpus using a supervised machine learning approach. The coding protocol was developed based on prior literature on organizational communication research and adapted to suit the objectives of this study. Table 1 included the classification, labels, definitions, and sample tweets.

To ensure consistency, 2 authors (JX and MLS) provided training to the research assistants on the protocol and research goals. During the training phase, a random subset of 200 tweets was selected, and 2 research assistants were assigned to independently code them. This process was repeated 4 times (n=809 tweets) until an acceptable interrater reliability score of 0.7 was achieved for each of the 7 categories. Krippendorff α was used to determine the interrater reliability, which indicated substantial agreement.

Following the training phase, a subset of 10,000 tweets was randomly selected from the collected data. Research assistants were assigned to independently code a subset of 5000 tweets. The manual annotation data set consisted of a random subsample of 10,809 manually labeled tweets categorized into 7 themes from the full data set.

Construction of Predictive Classification Model

To create an accurate classification model for Twitter data, we used the BERT model [ 44 ]. BERT is a widely used natural language processing model that has been pretrained on various English language data sets, making it suitable for fine-tuning tasks such as sentence classification. To evaluate the performance of our model, we randomly selected 80% of the human-labeled tweets as training data, with the remaining 20% used as test data.

Due to the imbalanced distribution of classes in our data set, we used a 2-step strategy to train the machine learning model. First, we fine-tuned the BERT model with all the training data by minimizing the logistic loss [ 45 ]. Second, we applied a random undersampling process [ 46 ] to retrain the last layer of the BERT model (the classification layer) using this undersampled subset. The undersampling process randomly selected a subset of training data, ensuring an equal number of samples for each class. We chose the undersampling technique as it is less prone to overfitting the data compared to other methods such as oversampling [ 46 ].

In addition to using deep learning models in our study, we also used a range of traditional machine learning algorithms as benchmarks for performance comparison. Specifically, we trained models using linear regression, support vector machines with a radial basis function kernel, and support vector machine with a linear kernel. To represent features in these traditional algorithms, we chose the term frequency–inverse document frequency approach to convert our textual data into numerical vectors.

To evaluate the efficacy of these models, we computed the average sensitivity score based on the test data. The sensitivity score for a given class “k” denotes the probability that a sample will be classified by a model as belonging to class “k,” given that the sample truly belongs to that class. We calculated the mean of the sensitivity scores across all 7 classes as our final measurement. Following the training of the BERT model, we used it to classify the unlabeled 286,551 tweets into 7 categories.

Validation Data

To ensure the robust performance of our model across diverse contexts, we gathered 2 distinct independent data sets from Twitter and Facebook. Independent data set #1 was derived using the same sampling frame in this study. Our aim was to identify organizations active on Facebook but not on Twitter, thereby maintaining uniformity in organization type while varying the social media platform for further model validation. Using Apify software [ 47 ], we collected messages from 67 SA organizations and subsequently selected a random sample of 500 messages (n=2520). Independent data set #2 was obtained through a list of human service organizations (approximately 12,000) from the government of Canada’s list of charitable nonprofits (N=85,496). Of the approximately 86,000 charitable nonprofits in Canada, the list of human service organizations was developed through an assessment of the organizations’ website that shows an indication of providing some type of social service programing to a service user group. This frame enabled the identification of organizations with active Twitter accounts, thus ensuring consistency in the chosen social media platform while introducing variation in the type of organization for enhanced model validation. Following the collection of tweets via our API, a random sample of 500 tweets (n=15,696) was selected for data validation. We used the same manual annotation procedure for these 2 data sets to establish manual labels. This allowed us to directly compare the model’s predictions against these manual labels, serving as a method to assess the model’s effectiveness ( Multimedia Appendix 1 ).

Sentiment Analysis

Sentiment analysis, sometimes referred to as opinion mining, involves the classification and analysis of people’s opinions, sentiments, evaluations, appraisals, attitudes, and emotions concerning various entities, including products, services, organizations, individuals, issues, events, topics, and their associated attributes [ 48 ]. Sentiment analysis applied to social media content has been extensively studied, and Twitter has the capability to promptly gauge public sentiments and emotions regarding a given topic [ 49 ]. For this analysis, we used RoBERTa, a deep learning framework [ 50 ]. We used a pretrained model [ 51 ] that was fine-tuned specifically for sentiment analysis of social media data. The model categorized each tweet into 1 of the 3 sentiments: “positive,” “neutral,” or “negative.” We converted a significant amount of textual data into quantitative sentiment scores and calculated the percentage of each sentiment within every category.

Emotion Analysis

Emotion analysis primarily focuses on capturing nuanced emotions, which contrasts with sentiment analysis, primarily concerned with detecting simple attitudes such as positivity and negativity. Mohammad [ 52 ] indicated that machines can infer people’s emotions in a limited way but are useful. We need to hold automatic emotion recognition systems to high standards by incorporating ethical considerations associated with each step of the detection process. In our study, we delve into emotion analysis within 7 categorized groups to investigate and compare potential emotional variations across different categories. For this analysis, we used a pretrained RoBERTa model [ 53 ], optimized for emotion analysis of social media data. This model classifies each tweet into 1 of the 7 emotion categories: “anger,” “disgust,” “fear,” “joy,” “neutral,” “sadness,” or “surprise.” We then calculated the percentage of tweets associated with each emotion category for each of our designated categories. Subsequently, we determined the percentage distribution of each emotion within each category. This measurement across various goals and intentions in social media communication provides valuable insights into the perspectives of both the public and SA issues, enhancing our overall understanding of these topics.

Topic Modeling for Tweets Categorized Into 7 Classes

The objective of this unsupervised machine learning work was to extract latent topics within each theme after categorizing tweets into 7 different categories. To achieve this, we used the latent Dirichlet allocation approach for topic modeling, which allowed us to group tweets into different topics. The initial step in this analysis stage was preprocessing, which enhanced model performance by removing noisy data. We eliminated various elements, such as “mentions,” “emojis,” “hyperlinks,” “RT symbols,” and punctuations, and converted all tweets to lower case. Removing mention symbols eliminated irrelevant terms from the analysis, such as names of organizations and individuals. In addition, we removed stop words such as “the,” “is,” and “and” while retaining nouns, adjectives, and verbs related to events.

Once the data were preprocessed, we implemented latent Dirichlet allocation models using the Gensim library in Python. Our hyperparameter range was set from 1 to 30, and the similarity score served as our evaluation metric. By plotting the similarity score against the number of topics, we identified the turning point on the graph as our optimal hyperparameter. To further analyze the topics within each of the 7 categories, we extracted popular bigrams and reviewed a random sample of tweets. We used qualitative thematic analysis to assign underlying topic meanings to them.

Topic Evaluation

The team, consisting of domain experts and research assistants, summarized and evaluated the results of the topic modeling. Salient bigrams were used to summarize each topic, and similar topic themes were merged into higher-level categories, as per the machine learning approach described by Zhou et al [ 54 ].

Ethical Considerations

This study used publicly available Twitter data, eliminating the need for ethics approval or consent from organizations. The study data mentioned in this paper underwent processes of anonymization and deidentification. To guarantee full anonymity, all data that could potentially identify individuals or organizations, including users’ metadata and original tweets, have been carefully excluded from the data set.

Our data set included 297,360 tweets and retweets from 133 SA support organizations in Canada. These tweets were posted from March 12, 2009, to March 14, 2023. Multimedia Appendix 2 illustrates a bar plot that summarizes the number of tweets collected for each year.

Manual Annotation and Class Distribution of Tweets

Among the data set consisting of 297,360 tweets and retweets, 10,809 tweets were manually annotated by humans following the coding protocol. As shown in Table 2 , organization administration (5652/10,809, 52.29%) was the most frequent type of post, followed by community engagement (2322/10,809, 21.38%) and public awareness (1522/10,809, 14.08%). The smallest segment of tweets belonged to political advocacy (129/10,809, 1.19%) and partnerships (162/10,809, 1.5%). Multimedia Appendix 3 presents the histogram of class distributions of the human-labeled tweets. It is worth noting that the distribution of labels was imbalanced, with a smaller proportion of tweets (<5%) falling into the categories of political advocacy, support for others, and partnerships. Figure 2 presents a plot showing the percentage of each category plotted against the corresponding years.

Performance of the Supervised Machine Learning Model

We evaluated the performance of the supervised machine learning model using the test set (20% of the human-labeled tweets). The accuracy of machine learning classification achieved by our trained model was 63.4%, which was higher than that of the human coders who labeled the training data set. This indicates an improvement in the BERT model’s ability to accurately predict classifications compared to those made by human coders.

We analyzed and presented the confusion matrices in Tables 3 and 4 . Table 3 displays the confusion matrix for the initial model without undersampling, whereas Table 4 illustrates the confusion matrix with undersampling applied. These matrices provide insights into the percentage of samples with actual labels that were correctly classified into the predicted class by the model. The sensitivity scores for each class are represented on the diagonal of the matrices, and the average sensitivity score across the 7 classes serves as an indicator of the overall performance of the model. As observed in the tables, the average sensitivity scores improved from 48.3% to 53.1%. As demonstrated in tables, BERT’s performance surpassed that of traditional machine learning methods.

Results of Predictive Classification of Unlabeled Data Using Machine Learning

The remaining 286,551 tweets were classified into 7 classes using the supervised machine learning algorithms. The classification results are presented in Table 2 . The supervised machine learning model produced classifications that were similar to those of the human-annotated tweets in terms of the percentage of each category. The most frequent tweet class was public awareness (89,295/286,551, 31.2%), followed by community engagement (67,285/286,551, 23.5%) and organization administration (50,620/286,551, 23.5%). The 2 smallest categories of posts were partnerships (7144/286,551, 2.5%) and political advocacy (19,620/286,551, 6.8%).

Top Unigrams and Bigrams in the Tweets

We conducted an analysis to identify the most commonly used words and phrases in the tweets from the SA support organizations. To do this, we removed the stop words and generated a list of the top 30 most frequently occurring unigrams and bigrams, as presented in Multimedia Appendices 4 and 5 . We observed that >220,000 tweets included a URL link, which directed users to news or events related to SA. In addition, approximately 100,000 tweets were retweets, with “rt” in the messages. The terms “women,” “support,” “sexual assault,” “sexual violence,” and “crisis line” were among the most commonly used terms in these tweets.

Sentiment and Emotion Analysis Results

We conducted sentiment and emotion analysis, and the summarized results can be found in Tables 5 and 6 . The findings revealed that the neutral sentiment category surpassed both the negative and positive sentiment categories across all 7 classes.

Regarding the emotion analysis, most tweets from organizations were associated with the emotion of “fear.” In contrast, tweets discussing topics related to class 6 (partnerships) and class 7 (appreciation) exhibited the emotion of “joy.” Here are a few examples of tweets reflecting fear:

Every minute of every day, a Canadian woman or child is being sexually assaulted. #VAW

Salau’s story is so symbolic of how universally disregarded, disrespected, and unprotected Black women are, even in our most vulnerable moments. #EndVAW #JusticeForToyin.

Here is a tweet reflecting joy (appreciation):

We’ve seen that charity brings together amazing people to create great change and make meaningful impact in the lives of the people in their community. THANK YOU to the incredible supporters who make our work possible...

These examples illustrate the emotional tone associated with different tweet categories, with fear being prevalent among organizational tweets and joy being linked to discussions on partnerships and appreciation.

Topic Modeling Results

The coded data set yielded distinct topics within each of the classes or categories. The identified topics, bigrams, and representative tweet examples are presented in Table 7 . These themes provide insights into the prevalent topics and discussions within the data set, showcasing different aspects of the discourse surrounding SA and related issues.

a Not available.

Community Engagement

Approximately 20% of the tweets in the data set contained themes related to community engagement, generating 3 topics: “experience and awareness of abuse,” “support and information,” and “social media engagement.” Topic 1 focuses on discussions related to experiences of abuse and raising awareness about it. Topic 2 revolves around providing support and information and promoting human rights in relation to SA. Topic 3 highlights engagement on social media platforms, connecting with friends and family, and finding ways to stay informed and connected.

Organization Administration

In the organization administration class, “sexual assault support services,” “helplines,” and “support groups and emotional support” were the salient topics. The first topic revolves around providing support for survivors of SA, and the tweets likely contain information about available services and crisis lines; promote helpline numbers; and emphasize the availability of support services. Topic 2 centers on support groups and emotional support for individuals impacted by sexual violence. The tweets may discuss the importance of support networks, encourage individuals to join support groups, and highlight the emotional support available.

Public Awareness

In the public awareness class, we identified 3 topics. Topic 1 focuses on discussions related to gender-based violence, and the tweets likely highlight the need to raise awareness, advocate for survivors, and address issues surrounding gender-based violence. Topic 2 centers on SA awareness, support for survivors, and efforts to combat sexual violence. The tweets may highlight initiatives such as awareness months, support services, survivor empowerment, and the importance of ending sexual violence. Topic 3 focuses on violence against women, advocating for women’s rights, and addressing issues such as domestic violence and intimate partner violence. The tweets may discuss the importance of human rights, raise awareness about violence against women, and emphasize the need for support services.

Political Advocacy

This theme delves into the criminal justice system’s response to SA cases and advocates for changes and reforms. It discusses specific initiatives, such as signing petitions and calling for justice for communities considered marginalized. It also mentions the importance of advocacy and policy work for Francophone women. Topic 1 revolves around discussions related to SA, advocating for survivors, and seeking justice. The tweets may address issues such as domestic violence, support for survivors, legal cases, and the need for systemic change in addressing SA and violence against women. Topic 2 focuses on support services and resources available for survivors of SA, including centers providing assistance and legal aid. The tweets may mention crisis centers, justice systems, confidential services, and the importance of providing support and resources to survivors. Topic 3 highlights discussions surrounding Indigenous rights, reconciliation, and addressing SA and violence within Indigenous communities. The tweets may emphasize actions for truth and reconciliation, support for Indigenous women, and the need for systemic change to combat violence and promote gender equality. Topic 4 addresses sexual violence in general, including domestic violence and violence against women. The tweets may focus on the need for action, standing against violence, justice systems, systemic change, and the role of government in addressing sexual violence.

Support for Others

This theme included 2 topics, highlighting the importance of community involvement, support, and collective efforts to combat violence and abuse. Topic 1 emphasizes “support and advocacy for survivors of sexual assault,” and the tweets may mention initiatives, organizations, and individuals working to support and address their mental health needs, highlighting the importance of community efforts in making a positive difference. Topic 2 focuses on the “campaigns and events to raise awareness about sexual assault,” and the discussion within this topic often involves various campaigns and events, with tweets possibly mentioning actions such as wearing purple to demonstrate support as well as sharing information and promoting community campaigns.

Partnerships

This theme centers on the importance of partnerships, fundraising efforts, and collective efforts to address and prevent violence and abuse. We identified 4 topics within the theme. Topic 1 revolves around providing support and raising funds for survivors of sexual violence. The tweets may mention community partners, local businesses, and fundraising efforts aimed at supporting survivors. Topic 2 focuses on campaigns and initiatives to end violence against women. The tweets may mention supporting campaigns, raising funds, and providing support services for survivors of SA. The topic highlights the importance of community engagement and collective action in addressing violence against women. Topic 3 emphasizes programs and efforts aimed at supporting women and children who have experienced SA. The tweets may mention fundraising events, supporting local services, helplines, and providing assistance to survivors. Topic 4 revolves around community engagement and support related to sexual violence. The tweets may mention joining teams, spreading the word, and supporting survivors through initiatives such as silent auctions. The topic highlights the importance of community participation and collaboration in addressing sexual violence.

Appreciation

The least common theme revealed 3 topics, including “gratitude and appreciation for support,” “thanking supporters and donors,” and “gratitude for engagement and participation.” This theme revolves around expressing gratitude and appreciation for support, donations, and contributions. Topic 1 revolves around expressing gratitude and appreciation for the support received. The tweets thank individuals, organizations, and community members, and the topic emphasizes the importance of acknowledging and recognizing the contributions of supporters. Topic 2 focuses on thanking supporters and donors for their contributions. The tweets express gratitude toward individuals and organizations for their generous donations and ongoing support. The topic highlights the significance of recognizing and thanking those who have contributed to the cause. Topic 3 focuses on expressing gratitude for engagement and participation. The tweets thank individuals for sharing information, participating in events such as walks or auctions, and making a difference. The topic emphasizes the importance of community involvement and active participation.

Principal Findings

This study presents a comprehensive classification of Twitter messages that elucidate the reasons for social media use among SA support centers in Canada. Leveraging a data set of 297,360 tweets from 133 SA support organizations, the application of supervised machine learning enabled us to automatically predict content analytical themes within the Twitter corpus. First, we identified the emerging classifications of Twitter’s use by human service nonprofits. The results indicated that Twitter is used by SA centers across Canada for various purposes. The identified classifications include (1) community engagement, (2) organization administration, (3) public awareness, (4) political advocacy, (5) support for others, (6) partnerships, and (7) appreciation. These categories reflect the multifaceted nature of human service nonprofits’ communication strategies and their engagement with stakeholders. Second, the findings of this study contribute to the existing literature by expanding the understanding of social media use by human service nonprofits beyond the traditional focus on advocacy-related purposes. Although advocacy remains an important aspect, this research reveals that these organizations use social media to achieve a diverse range of objectives, such as raising public awareness, community engagement, and organization administration. Third, the sentiment and emotion analysis of tweets shed light on the emotional tone of different tweet categories. The prevalence of “fear” among organizational tweets underscores the gravity of the issues addressed by human service nonprofits. In contrast, the emotion of “joy” associated with the partnership and appreciation categories highlights the positive impact of community involvement and support. Fourth, the application of machine learning in this study has proven to be valuable in predicting content analytical themes in a large Twitter corpus. The predictive classification model outperformed human coders in terms of accuracy, indicating the potential of machine learning algorithms in analyzing social media data and gaining deeper insights into nonprofits communication strategies.

Typology and Theoretical Framework of Online Organizational Communication Objectives

A key discovery from our study pertains to the distribution of tweet categories. The analysis revealed that the most frequent type of posts falls under the “public awareness” category. Approximately one-third of the collected tweets were classified within this category, signifying that SA support organizations predominantly use social media platforms for advocating against issues related to intimate partner violence and sexual violence. These findings align with prior literature, highlighting how social media allows organizations to disseminate content aimed at increasing awareness while incurring minimal costs [ 8 ]. Our topic modeling results uncovered 3 salient themes within the public awareness category, which encompass tweets that emphasize the need to raise awareness, advocate for addressing gender-based violence issues, and support survivors of sexual violence and women’s rights. This emphasis on awareness-raising activities reflects the pivotal role social media plays in creating awareness for organizations and fostering interactions with donors and volunteers [ 55 , 56 ].

Community engagement emerges as the second most prominent reason for social media use by SA organizations in Canada, constituting approximately one-fourth of all collected tweets. This category generated 3 distinct topics through classifications, where community engagement entails nonprofits engaging with their community beyond their primary mission. These tweets include sharing well-wishes, updates on organization activities, quotes, and information about resources that the community may find valuable. Although some tweets do touch on providing information beyond their primary mission, the main focus remains on community engagement concerning sexual violence support. The nuanced examination of tweet contents provided by our topic modeling analysis sheds light on the multifaceted nature of community engagement efforts by SA support organizations. It is evident that these organizations recognize the significance of engaging with their communities regarding sexual violence and related matters through social media. Consistent with existing literature, our findings align with the view that social media offers an avenue for powerful participation and community engagement [ 57 ]. It also emphasizes the potential role of social media as a mechanism to raise awareness and inform the community of various initiatives and projects [ 58 ]. Although community engagement through social media remains an opportunity for SA support organizations to connect with their communities and market their services, further research should delve into the effectiveness of engagement across all aspects of design, delivery, and evaluation, particularly with regard to specific objectives such as supporting and combating sexual violence.

Sentiments and Emotions in Different Categories in the Typology

Sentiment analysis is used to examine the evaluative perspectives expressed within the text, with its importance stemming from its ability to comprehend the shifting dynamics, potential interventions, and predictive insights into public sentiment regarding trending events. It serves as a valuable tool for offering decision-making support to relevant authorities in the realms of public sentiment monitoring, intervention, and governance. Our sentiment and emotion analysis yielded valuable insights into the emotional tone of the tweets related to each identified online organizational communication objective. Most tweets exhibited a neutral sentiment, surpassing both the negative and positive categories across all 7 classes. This prevalence of neutrality could be attributed to the sensitive nature of the topic, as SA is a deeply distressing issue. However, it is worth noting that tweets related to partnerships and appreciation displayed a greater presence of joy as the dominant emotion, indicating positive sentiments associated with community engagement, support, and expressions of gratitude.

Machine Learning Classification

The evaluation of the machine learning model’s performance on the test set showcased promising results. The model demonstrated improvement in average sensitivity scores, from 48.3% to 53.1%, indicating its ability to accurately classify tweets into their respective categories and provide reliable predictions for content analytical themes. Nonetheless, it is essential to acknowledge that there is still room for improvement in the model’s performance, particularly in accurately classifying tweets related to partnerships and political advocacy, which constituted smaller segments of the data set.

Implications

Our research carries significant implications for both practitioners and policy makers in the field of SA support services. The typology we have developed represents a substantial advancement in research within this domain and provides a comprehensive framework for understanding how these organizations can effectively use Twitter to disseminate information and engage with the public at the message level. This typology empowers human service nonprofits to align their social media strategies with specific organizational goals. By understanding the different categories and topics of Twitter communication, these organizations can tailor their content and engagement strategies to maximize the impact and relevance of their online presence.

The study emphasizes the importance of social media as a potent communication tool for engaging with communities, raising public awareness, and providing essential information and support. Through an understanding of the diverse communication themes and strategies used by SA support organizations, practitioners can optimize their social media use to effectively reach and connect with their target audience.

On the basis of our research findings, we recommend that human service nonprofits invest in social media education and training for their personnel to enhance their understanding of how to use social media effectively. By building a strategic approach to social media use that aligns with organizational objectives, these nonprofits can maximize their impact and outreach, ultimately furthering their mission to support and advocate for survivors of SA.

Limitations

The study has certain limitations that need to be acknowledged. The predictive performance of the model is influenced by factors such as human annotation, interrater agreement, and the training data set. The trained model attempts to mimic the classification by the human coders, whose understanding of the tweet content and familiarity with the background and theoretical framework is critical to the study. In this regard, the study underwent 4 rounds of training to attain a satisfactory interrater reliability score. However, future studies could incorporate more human coders to enhance the accuracy of the results. Furthermore, our analysis focused solely on Twitter data from SA support organizations in Canada. This geographic and platform limitation may restrict the generalizability of our findings to other countries and social media platforms. Future research should consider expanding the scope to include a more diverse range of organizations and platforms. Finally, although our machine learning model demonstrated promising performance, there is still room for improvement. The accuracy of the model in classifying tweets related to partnerships and political advocacy was relatively lower compared to other categories. Further refinement and fine-tuning of the model could enhance its accuracy and reliability.

Conclusions

In conclusion, our study offers valuable insights into the application of machine learning to understand the message-level communication purposes of SA support organizations on Twitter in Canada. By combining social science and computer science, we effectively analyzed a large data set and identified content analytical themes, sentiments, emotions, and topics within tweets. These findings enrich our understanding of how SA support organizations use social media for community engagement, public awareness, and organizational administration purposes. The implications extend to practitioners, policy makers, and organizational personnel, emphasizing the significance of education and training to maximize the benefits of social media in achieving organizational goals within the realm of SA support services.

Acknowledgments

The authors would like to extend gratitude to Qiaoru Zhang and Yiding Jin for their contributions to the data validation process of our study. Qiaoru Zhang diligently identified organizations with active Facebook or Twitter accounts, thereby ensuring the reliability and relevance of our data sources. Yiding Jin collected a sample of the Facebook data set.

Data Availability

The data sets generated during and analyzed during this study are available from the corresponding author on reasonable request.

Conflicts of Interest

None declared.

Confusion matrix for the independent data sets.

The number of tweets collected each year.

The histograms of the categories in the human-labeled data: (1) community engagement, (2) organization administration, (3) public awareness, (4) political advocacy, (5) support for others, (6) partnerships, and (7) appreciation.

Top unigrams in the tweets.

Top bigrams in the tweets.

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Abbreviations

Edited by A Mavragani; submitted 08.08.23; peer-reviewed by MO Khursheed, N Hu; comments to author 31.08.23; revised version received 12.10.23; accepted 08.04.24; published 08.05.24.

©Jia Xue, Micheal L Shier, Junxiang Chen, Yirun Wang, Chengda Zheng, Chen Chen. Originally published in the Journal of Medical Internet Research (https://www.jmir.org), 08.05.2024.

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• Published: 29 April 2024

Problematic social media use mediates the effect of cyberbullying victimisation on psychosomatic complaints in adolescents

• Prince Peprah 1 , 2 ,
• Michael Safo Oduro 3 ,
• Godfred Atta-Osei 4 ,
• Isaac Yeboah Addo 5 , 6 ,
• Anthony Kwame Morgan 7 &
• Razak M. Gyasi 8 , 9  

Scientific Reports volume  14 , Article number:  9773 ( 2024 ) Cite this article

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Adolescent psychosomatic complaints remain a public health issue globally. Studies suggest that cyberbullying victimisation, particularly on social media, could heighten the risk of psychosomatic complaints. However, the mechanisms underlying the associations between cyberbullying victimisation and psychosomatic complaints remain unclear. This cross-cultural study examines the mediating effect of problematic social media use (PSMU) on the association between cyberbullying victimisation and psychosomatic complaints among adolescents in high income countries. We analysed data on adolescents aged 11–16.5 years (weighted N = 142,298) in 35 countries participating in the 2018 Health Behaviour in School-aged Children (HBSC) study. Path analysis using bootstrapping technique tested the hypothesised mediating role of PSMU. Results from the sequential binary mixed effects logit models showed that adolescents who were victims of cyberbullying were 2.39 times significantly more likely to report psychosomatic complaints than those who never experienced cyberbullying (AOR = 2.39; 95%CI = 2.29, 2.49). PSMU partially mediated the association between cyberbullying victimisation and psychosomatic complaints accounting for 12% ( \(\beta\)  = 0.01162, 95%CI = 0.0110, 0.0120) of the total effect. Additional analysis revealed a moderation effect of PSMU on the association between cyberbullying victimisation and psychosomatic complaints. Our findings suggest that while cyberbullying victimisation substantially influences psychosomatic complaints, the association is partially explained by PSMU. Policy and public health interventions for cyberbullying-related psychosomatic complaints in adolescents should target safe social media use.

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Adolescence is noted to be a critical developmental stage, with many problems, including loneliness 1 , poor friendships, an adverse class climate, school pressure 2 , suicidal ideation and attempts, and psychosomatic complaints 3 . Psychosomatic complaint is a combination of physical ailments (i.e., headaches, stomach aches, fatigue, and muscle pain) caused or exacerbated by psychological factors such as stress, irritability, anxiety, or emotional distress 4 , 5 . Psychosomatic complaints are common among adolescents, and recent estimates indicate that the global prevalence of psychosomatic complaints ranges between 10 and 50% 6 . Also, an increase in self-reported psychosomatic complaints and related mental health complaints have been reported in adolescents from high-income countries 7 , 8 . The high prevalence of psychosomatic complaints is of concern as psychosomatic complaints have severe implications for multiple detrimental health outcomes, healthcare expenditure, and quality of life of young people 9 . Thus, it is of utmost importance to identify the proximate risk factors for psychosomatic complaints among young people to aid in developing targeted interventions to reduce the incidence of psychosomatic complaints, mainly in high-income countries.

While extant research has identified risk factors for psychosomatic complaints, including malnutrition, low physical activity, and poor parental guidance 10 , 11 , 12 , one understudied but potentially important risk factor is cyberbullying victimisation. Cyberbullying victimisation is an internet-based aggressive and intentional act of continually threatening, harassing, or embarrassing individuals who cannot defend themselves using electronic contact forms such as emails, text messages, images, and videos 13 , 14 . Indeed, being typical of interpersonal interactions, cyberbullying victimisation has shown a rising trend, particularly during adolescence 15 . International literature has shown the prevalence of cyberbullying victimisation to be between 12 and 72% among young people 14 , 16 . It may be hypothesised that cyberbullying victimisation potentially increases the risk of psychosomatic complaints through factors such as problematic social media use (PSMU) 17 , 18 . However, studies are needed to identify whether and the extent to which such factors mediate the potential association of cyberbullying victimisation with psychosomatic complaints among young people.

Given this background, the present study aimed to investigate the association between cyberbullying victmisation and psychosomatic complaints in 142,298 young people aged 11–16.5 years from 35 high-income countries. A further aim was to quantify how PSMU mediates the association between cyberbullying victimisation and psychosomatic complaints.

Cyberbullying victimisation and adolescents’ psychosomatic complaints

Research has consistently shown that cyberbullying victimisation significantly impacts adolescents’ mental health 19 . For example, Kowalski and Limber 20 found that cyberbullying victimisation is associated with increased levels of depression, anxiety, and social anxiety, as well as psychosomatic complaints, such as fatigue and muscle tension. Further, studies have shown that cyberbullying victimisation and perpetration can lead to a variety of physical, social, and mental health issues, including substance abuse and suicidal thoughts and attempts 21 , 22 , 23 , 24 . Furthermore, cyberbullying victimisation is strongly associated with suicidal thoughts and attempts, regardless of demographic factors like gender or age 21 , 25 . These findings underscore the urgent need for interventions that address the mental health consequences of cyberbullying, particularly for adolescents, who are most vulnerable to its harmful effects. The findings also suggest that cyberbullying might be a potential underlying predictor of higher psychosomatic disorders among adolescents. This present study, therefore, hypothesises that H1: there is a statistically significant association between cyberbullying victimisation (X) and psychosomatic complaints (Y) (total effect).

The role of adolescents’ PSMU

Problematic Social Media Use (PSMU), a subtype of problematic internet use, refers to the uncontrolled, compulsive or excessive engagement with social media platforms such as Facebook and Twitter, characterised by addictive behaviours like mood alteration, withdrawal symptoms, and interpersonal conflicts. This pattern of social media usage can result in functional impairments and adverse outcomes 26 . Scholars and professionals have shown great concern about the length of time adolescents spend on social media. Studies have observed that (early) adolescence could be a crucial and sensitive developmental stage in which adolescent users might be unable to avoid the harmful impacts of social media use 27 . According to current research, PSMU may increase adolescents’ exposure to cyberbullying victimisation, which can have severe consequences for their mental health 28 , 29 , 30 . Similarly, an association between PSMU and physical/somatic problems, as well as somatic disorders, has been established in many studies 31 , 32 . Hanprathet et al. 33 demonstrated the negative impact of problematic Facebook use on general health, including somatic symptoms, anxiety, insomnia, depression, and social dysfunction. According to Cerutti et al. 34 , adolescents with problematic social media usage have more somatic symptoms, such as stomach pain, headaches, sore muscles, and poor energy, than their counterparts. Hence, inadequate sleep may be associated with PSMU, harming both perceived physical and mental health 35 , 36 . Again, supporting the above evidence, the relationship between PSMU, well-being, and psychological issues have been highlighted in meta-analytic research and systematic reviews 27 , 31 , 37 , 38 . Thus, this study proposes the following hypothesis: H2: there is a specific indirect effect of cyberbullying victimisation (X) on psychosomatic complaints (Y) through PSMU (M1) (indirect effect a 1 b 1 ).

Study, sample, and procedures

This study used data from the 2018 Health Behaviour in School-aged Children (HBSC) survey conducted in 35 countries and regions across Europe and Canada during the 2017–2018 academic year 39 . The HBSC research team/network is an international alliance of researchers collaborating on a cross-national survey of school students. The HBSC collects data every four years on 11-, 13- and 15- year-old adolescent boys’ and girls’ health and well-being, social environments, and health behaviours. The sampling procedure for the 2018 survey followed international guidelines 40 , 41 . A systematic sampling method was used to identify schools in each region from the complete list of both public and private schools. Participants were recruited through a cluster sampling approach, using the school class as the primary sampling unit 42 . Some countries oversampled subpopulations (e.g., by geography and ethnicity), and standardised weights were created to ensure representativeness of the population of 11, 13, and 15 years 43 . Questionnaires were translated based on a standard procedure to allow comparability between the participating countries. Our analysis used data from 35 countries and regions with complete data on cyberbullying victimisation, PSMU, and psychosomatic complaints. The study complies with ethical standards in each country and follows ethical guidelines for research and data protection from the World Health Organisation and the Organisation for Economic Co-operation and Development. Depending on the country, active or passive consent was sought from parents or legal guardians and students which was checked by teachers to participate in the study. The survey was conducted anonymously and participation in the study was voluntary for schools and students. Schools, children and adolescents could refuse to participate or withdraw their consent until the day of the survey. Moreover, all participating students were free to cease filling out the questionnaire at any moment, or to answer only selected questions. More detailed information on the methodology of the HBSC study including ethics and data protection can be found elsewhere 44 , 45 .

Outcome variable: psychosomatic complaints

Psychosomatic complaints was assessed by one collective item asking students how often they had experienced the following complaints over the past six months: headache, stomach aches, feeling low, irritability or bad mood, feeling nervous, dizziness, abdominal pain, sleep difficulty, and backache. Response options included: about every day, more than once a week, about every week, about every month, and rarely or never. This scale has sufficient test–retest reliability and validity 46 , good internal consistency (Cronbach’s a = 0.82) 47 , and has been applied in several multiple country analyses 48 , 49 . The scale is predictive of emotional problems and suicidal ideation in adolescents 50 , 51 . For our analysis, the scale was dichotomised with two or more complaints several times a week or daily coded as having psychosomatic complaints 47 , 49 .

Exposure variable: Cyberbullying victimisation

Cyberbullying victimisation is the exposure variable in this study. Thus, the exposure variable pertains to only being a victim of cyberbullying and does not include perpetration of cyberbullying. Students were first asked to read and understand a short definition of cyberbullying victimisation. They were then asked how often they were bullied over the past two months (e.g., someone sending mean instant messages, emails, or text messages about you; wall postings; creating a website making fun of you; posting unflattering or inappropriate pictures of you online without your permission or sharing them with others). Responses included: “ I have not   been  cyberbullied”, “once or twice”, “two or three times a month”, “about once a week”, and “several times a week”. These were dichotomised into “never" or “once or more". This measure of bullying victimisation has been validated across multiple cultural settings 43 , 52 , 53 , 54 .

Mediating variable

Problematic social media use (PSMU) was assessed with the Social Media Disorder Scale (Cronbach’s a = 0.89) 55 . The scale contains nine dichotomous (yes/no) items describing addiction-like symptoms, including preoccupation with social media, dissatisfaction about lack of time for social media, feeling bad when not using social media, trying but failing to spend less time using social media, neglecting other duties to use social media, frequent arguments over social media, lying to parents or friends about social media use, using social media to escape from negative feelings, and having a severe conflict with family over social media use. In this study, the endorsement of six or more items indicated PSMU as evidence suggests that a threshold of six or more is an indicative of PSMU 54 , 56 . This scale has been used across cultural contexts 43 , 52 , 54 .

Informed by previous studies 43 , 54 , 57 , the analysis controlled for theoretically relevant confounders, including sex (male/female) and age. Family affluence/socio-economic class was assessed using the Relative Family Affluence Scale, a validated six-item measure of material assets in the home, such as the number of vehicles, bedroom sharing, computer ownership, bathrooms at home, dishwashers at home, and family vacations) 56 , 58 . Finally, parental and peer support were measured using an eight item-measure 59 . Responses were recorded on a 7-point Likert scale (ranging from 0 indicating very strongly disagree to 6 indicating very strongly agree).

Statistical analysis

Region-specific descriptive statistics were calculated to describe the sample. Next, Pearson’s Chi-squared association test with Yates’ continuity correction was performed to examine plausible associations between psychosomatic complaints and other categorical study variables. Also, to account for the regional clustering or unobserved heterogeneity observed in the analytic sample, sequential mixed effect binary logit models with the inclusion of a random intercept were fitted to further examine the associations between psychosomatic complaints and cyberbullying victimisation as well as other considered covariates. Furthermore, a parallel mediator model was fitted to evaluate the specified hypothesis and understand the potential mechanism linking cyberbullying victimisation and psychosomatic complaints. More specifically, cyberbullying victimisation (X) was modelled to directly influence psychosomatic complaints (Y) and indirectly via PSMU (M). Since core variables were binary, paths could be estimated with a sequence of three logit equations: 60 , 61

where, \({i}_{1}\) , \({i}_{2}\) , and \({i}_{3}\) represent the intercept in the respective equations. The path coefficient, c, in Eq. ( 1 ) represents the total effect of predictor X on outcome Y . In Eq. ( 2 ), the path coefficient a denotes the effect of predictor X on the mediator M . Also, the c' parameter in Eq. ( 3 ) represents the direct effect of the predictor X on the response Y , adjusting for the mediator M . Lastly, the path coefficient b coefficient in Eq. ( 3 ) represents the indirect effect of the mediator M on the outcome Y , when adjusting for the predictor X . These logit models provide effect estimates on the log-odds scale, and thus can be transformed into odds ratios. Each model was adjusted for the potential confounding variables.

All statistical analyses were performed using R Software (v4.1.2; R Core Team 2021) with \(\alpha\)  =  0.05 as the significance level. More specifically, the package “mediation” in R 62 was used for the mediation analysis to estimate direct, indirect, and total effects. Inference is based on a non-parametric, 95% bias-corrected and accelerated (BCa) bootstrapped confidence interval 63 , 64 . Bootstrapping for indirect effects was set at 1000 samples, and once the 95% bootstrapped CI of the mediation effects did not include zero (0), it was deemed statistically significant. We also conducted further analysis by including an interaction between cyberbullying victimisation and PSMU to obtain insights analogous to the mediation model.

Ethics approval and consent to participate

The research was exclusively based on data sourced from the World Bank, which adheres to rigorous ethical standards in its data collection processes. Therefore, no separate ethical approval was sought or deemed necessary. Ethical approval was not required for this study since the data used for this study are secondary data. Necessary permissions and survey data were obtained from the World Bank. The World Bank data collection process upheld ethical standards and relevant guidelines in the research process including informed consent from all subjects and/or their legal guardian(s).

Preliminary analyses

The final analytic sample comprised complete information on 142,298 adolescents from 35 high-income countries (Table 1 ). The median age of the sample was 13.6 years. Most participants resided in Wales (6.26%) and the Czech Republic (6.16%). Notably, the prevalence of cyberbullying victimisation was 26.2%, and the majority (53%) were females. As observed in Table 2 , 84.6% of the participants self-reported high levels of psychosomatic complaints. Furthermore, among the participants who experienced PSMU, about 81.16% reported high levels of psychosomatic complaints. About 84.47% of the participants indicated receiving parental and peer support (see Table 2 ).

Main analyses

Results from the sequential binary mixed effects logit model are shown in Table 3 . In the first step, we included only cyberbullying victimisation in the model. We found that cyberbullying victims were 2.430 times more likely to report psychosomatic complaints than those who were not cyberbullied (OR = 2.430; 95%CI = 2.330, 2.530). The second step included sex, PSMU, parental and peer support, and family affluence as covariates. We found that cyber bullying victims were 2.390 times significantly more likely to report psychosomatic complaints than those who never experienced cyberbullying (AOR = 2.390; 95%CI = 2.29, 2.49). Additionally, the third model, which is an additional analysis involved the inclusion of an interaction between and cyberbullying victimisation and PSMU. The results showed that PSMU moderates the association between cyberbullying victimisation and psychosomatic complaints. Adolescents who were cyberbullied but did not report PSMU had reduced odds of psychosomatic complaints compared to those with PSMU (AOR = 1.220; 95%CI = 1.110–1.350). Furthermore, a caterpillar plot of empirical Bayes residuals of the models for the random intercept, region/country is obtained and shown in Fig.  1 . This represents individual effects for each country and offers additional insights into the extent of psychosomatic complaints heterogeneity across different countries. The plots visually demonstrates that regional variation for psychosomatic complaints does exist.

A caterpillar plot of empirical Bayes residuals of the models for the random intercept, region/country. This represents individual effects for each region/country. Region or country abbreviations in the figure are as follows: [AL] Albania, [AZ] Azerbaijan, [AT] Austria, [BE-VLG] Vlaamse Gewest (Belgium), [BE-WAL] Wallone, Région (Belgium), [CA] Canada, [CZ] Czech Republic, [DE] Germany, [EE] Estonia, [CA] Canada, [ES] Spain, [FR] France, [GB-ENG] England, [GB-SCT] Scotland, [GB-WLS] Wales, [GE] Georgia, [GR] Greece, [HR] Croatia, [HU] Hungary, [IE] Ireland, [IL] Israel, [IS] Iceland, [IT] Italy, [KZ] Kazakhstan, [LT] Lithuania, [LU] Luxembourg, [MD] Moldova, [MT] Malta, [NL] Netherlands, [PT] Portugal, [RO] Romania, [RS] Serbia, [RU] Russia, [SE] Sweden, [SI] Slovenia, [TR] Turkey, [LU] Luxembourg and [UA] Ukraine.

Figure  2 shows the adjusted parallel mediation results. The effect of cyberbullying victimisation on psychosomatic complaints was significantly mediated by PSMU. The paths from cyberbullying victimisation to PSMU (a: \(\beta\) =0.648, p < 0.001), PSMU to psychosomatic complaints (b: \(\beta\) =0.889, p < 0.001), and that of cyberbullying victimisation to 0.8069 (c′: \(\beta\) =0.051, p < 0.001) were also statistically significant.

A parallel mediation model of the influence of PSMU on the association between Cyberbullying Victimisation and Psychosomatic Complaints. a = path coefficient of the effect of exposure on the mediator. b = path coefficient of the effect of the mediator on the outcome. c’ = path coefficient of the direct effect of the exposure on outcome. CV, cyberbullying victimisation. PC, psychosomatic complaints.

Bootstrapping test of mediating effects

The total, direct, and indirect effects of the mediation model based on nonparametric bootstrap are presented in Table 4 . We observe that the estimated CI did not include zero (0) for any effects. This observation suggests a statistically significant indirect effect of cyberbullying victimisation on psychosomatic complaints via PSMU ( \(\beta\)  = 0.01162, 95%CI = 0.0110, 0.0120), yielding 12% of the total effect.

Key findings

This cross-cultural study examined the direct and indirect associations of cyberbullying victimisation with psychosomatic complaints via PSMU among adolescents. The results showed that cyberbullying victimisation independently influenced the experience of psychosomatic complaints. Specifically, adolescents who were victims of cyberbullying were more than two times more likely to report psychosomatic complaints. Crucially, our mediation analyses indicated that PSMU explain approximately 12% of the association between cyberbullying victimisation and psychosomatic complaints. In a further analysis, PSMU moderated the association between cyberbullying victimisation and psychosomatic complaints. This study is the first to examine the direct and indirect associations between cyberbullying victimisation and psychosomatic complaints through PSMU in adolescents across multiple high-income countries.

Interpretation of the findings

Our results confirmed the first hypothesis that there is a statistically significant direct association between cyberbullying victimisation and psychosomatic complaints. Thus, we found that cyberbullying independently directly affected the adolescents' experience of psychosomatic complaints. Previous studies have mainly focused on the direct effect of traditional face-to-face bullying on psychosomatic complaints 20 , 65 or compared the impact of traditional face-to-face bullying to cyberbullying concerning mental health 19 , 66 , 67 , 68 , 69 . A systematic review of traditional bullying and cyberbullying victimisation offers a comprehensive synthesis of the consequences of cyberbullying on adolescent health 19 . Another review suggested that cyberbullying threatened adolescents’ well-being and underscored many studies that have demonstrated effective relationships between adolescents’ involvement in cyberbullying and adverse health outcomes 70 . Other population-based cross-sectional studies have similarly shown that victims of cyberbullying experience significant psychological distress and feelings of isolation, which can further exacerbate their physical and mental health challenges 22 , 71 , 72 . The present study builds on the previously published literature by highlighting the effect of cyberbullying victimisation on adolescent psychosomatic complaints and the extent to which the association is mediated by PSMU.

Consistent with the second hypothesis, we found that PSMU mediated about 12% of the association between cyberbullying victimisation and psychosomatic complaints in this sample. While studies on the mediational role of PSMU in the relationship between cyberbullying victimisation and psychosomatic complaints are limited, evidence shows significant interplay among PSMU, cyberbullying victimisation, and psychosomatic complaints. For example, a study of over 58,000 young people in Italy found that PSMU was associated with increased levels of multiple somatic and psychological symptoms, such as anxiety and depression. 73 Another study of 1707 adolescents in Sweden found that cyberbullying victimisation was associated with increased depressive symptoms and the lowest level of subjective well-being 74 .

Other possible mediators of the cyberbullying victimisation-psychosomatic complaints association may include low self-esteem, negative body image, emotion regulation difficulties, social support, and personality traits such as neuroticism and impulsivity 20 , 67 , 72 , 75 , 76 . For example, Schneider et al. 75 have shown that emotional distress could increase psychosomatic symptoms such as headaches, stomach aches, and muscle tension. In addition, social isolation can lead to social withdrawal and a decreased sense of belonging 78 , 79 . Therefore, it is essential to explore these variables further and develop effective interventions and prevention strategies to address these interrelated factors and reduce their negative impact on adolescent health and well-being.

In a further analysis, the results show that PSMU does not only mediate but also moderate the association between cyberbullying victimisation and psychosomatic complaints among adolescents. Specifically, cyberbullied adolescents with no report of PSMU had reduced likelihoods of experiencing psychosomatic complaints compared to those with PSMU. This result is interesting and could be due to several factors. First, individuals with PSMU may already be experiencing heightened levels of psychological distress due to their excessive social media use, making them more vulnerable to the negative effects of cyberbullying 80 , 81 , 82 . For instance, excessive time spent on social media, particularly in activities such as comparing oneself to others or seeking validation through likes and comments, has been linked to increased psychological distress 83 , 84 . Conversely, the finding that cyberbullied adolescents without PSMU had reduced likelihoods of experiencing psychosomatic complaints compared to those with PSMU suggests a protective effect of lower social media use. Adolescents who are not excessively engaged with social media may have fewer opportunities for exposure to cyberbullying and may also have healthier coping strategies in place to deal with any instances of online victimisation 43 , 85 , 86 .

The results suggest that professionals in the fields of education, counselling, and healthcare should prioritise addressing the issue of cyberbullying victimisation when assessing the physical and psychological health of adolescents. Evidently, adolescents who experience cyberbullying require support. Thus, proactive measures are essential, and support could be provided by multiple professional communities that serve adolescents and young people in society, such as educational, behavioural health, and medical professionals. Sensitive inquiry regarding cyberbullying experiences is necessary when addressing adolescent health issues such as depression, substance use, suicidal ideation, and somatic concerns 19 . Our findings underscore the need for comprehensive, school-based programs focused on cyberbullying victimisation prevention and intervention.

Strengths and limitations

The study's main strength lies in the use of a large sample size representing multiple countries in high income countries. This large sample size improved the representativeness and veracity of our findings. The complex research approach helps advance our understanding of the interrelationships between cyberbullying victimisation, PSMU, and psychosomatic complaints among adolescents. However, the study has its limitations. First, the cross-sectional design does not allow directionality and causal inferences. Second, retrospective self-reporting for the critical study variables could lead to recall and social desirability biases. Third, the presence of residual and unobserved confounders, despite adjusting for some covariates, can be considered a limitation of this study. Further research is needed to confirm these findings and better understand how PSMU mediates the relationship between cyberbullying victimisation and psychosomatic complaints.

Conclusions

This study has provided essential insights into the interrelationships between cyberbullying victimisation, PSMU, and psychosomatic complaints among adolescents in high income countries. The findings suggest that cyberbullying is directly associated with psychosomatic complaints and that PSMU significantly and partially mediates this association. This study also highlights the importance of addressing cyberbullying victimisation and its negative impact on adolescent health and emphasises the need to address PSMU. Overall, the study underscores the importance of promoting healthy online behaviour and providing appropriate support for adolescents who experience cyberbullying victimisation. Further studies will benefit from longitudinal data to confirm our findings.

Data availability

The data that support the findings of this study are available from the World Bank, but restrictions apply to the availability of these data, which were used under license for the current study and so are not publicly available. Data are, however, available from the corresponding author ([email protected]) upon reasonable request and with permission of the World Bank.

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We thank the 2017/2018 HBSC survey team/network, the coordinator and the Data Bank Manager for granting us access to the datasets. We duly acknowledge all school children who participated in the surveys.

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Peprah, P., Oduro, M.S., Atta-Osei, G. et al. Problematic social media use mediates the effect of cyberbullying victimisation on psychosomatic complaints in adolescents. Sci Rep 14 , 9773 (2024). https://doi.org/10.1038/s41598-024-59509-2

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How the brain is flexible enough for a complex world (without being thrown into chaos)

Many neurons exhibit “mixed selectivity,” meaning they can integrate multiple inputs and participate in multiple computations. Mechanisms such as oscillations and neuromodulators recruit their participation and tune them to focus on the relevant information.

Every day our brains strive to optimize a trade-off: With lots of things happening around us even as we also harbor many internal drives and memories, somehow our thoughts must be flexible yet focused enough to guide everything we have to do. In a new paper in Neuron, a team of neuroscientists describes how the brain achieves the cognitive capacity to incorporate all the information that’s relevant without becoming overwhelmed by what’s not.

The authors argue that the flexibility arises from a key property observed in many neurons: “mixed selectivity.” While many neuroscientists used to think each cell had just one dedicated function, more recent evidence has shown that many neurons can instead participate in a variety of computational ensembles, each working in parallel. In other words, when a rabbit considers nibbling on some lettuce in a garden, a single neuron might be involved in not only assessing how hungry it feels but also whether it can hear a hawk overhead or smell a coyote in the trees and how far away the lettuce is.

The brain does not multitask, said paper co-author Earl K. Miller , Picower Professor in The Picower Institute for Learning and Memory at MIT and a pioneer of the mixed selectivity idea, but many cells do have the capacity to be roped into multiple computational efforts (essentially “thoughts”). In the new paper the authors describe specific mechanisms the brain employs to recruit neurons into different computations and to ensure that those neurons represent the right number of dimensions of a complex task.

“These neurons wear multiple hats,” Miller said. “With mixed selectivity you can have a representational space that’s as complex as it needs to be and no more complex. That’s what flexible cognition is all about.”

Co-author Kay Tye , Professor at The Salk Institute and the University of California at San Diego, said mixed selectivity among neurons particularly in the medial prefrontal cortex is key to enabling many mental abilities.

"The mPFC is like a hum of whispers that represents so much information through highly flexible and dynamic ensembles," Tye said. “Mixed selectivity is the property that endows us with our flexibility, cognitive capacity, and ability to be creative.  It is the secret to maximizing computational power which is essentially the underpinnings of intelligence."

Origins of an idea

The idea of mixed selectivity germinated in 2000 when Miller and colleague John Duncan defended a surprising result from a study of cognition in Miller’s lab. As animals sorted images into categories, about 30 percent of the neurons in the prefrontal cortex of the brain seemed to be involved. Skeptics who believed that every neuron had a dedicated function scoffed that the brain would devote so many cells to just one task. Miller and Duncan’s answer was that perhaps cells had the flexibility to be involved in many computations. The ability to serve on one cerebral task force, as it were, did not preclude them from being able to serve many others.

But what benefit does mixed selectivity convey? In 2013 Miller teamed up with two co-authors of the new paper, Mattia Rigotti of IBM Research and Stefano Fusi of Columbia University, to show how mixed selectivity endows the brain with powerful computational flexibility. Essentially, an ensemble of neurons with mixed selectivity can accommodate many more dimensions of information about a task than a population of neurons with invariant functions.

“Since our original work, we've made progress understanding the theory of mixed selectivity through the lens of classical machine learning ideas,” Rigotti said. “On the other hand, questions dear to experimentalists about the mechanisms implementing it at a cellular level had been comparatively under-explored. This collaboration and this new paper set out to fill that gap.”

In the new paper the authors imagine a mouse who is considering whether to eat a berry. It might smell delicious (that’s one dimension). It might be poisonous (that’s another). Yet another dimension or two of the problem could come in the form of a social cue. If the mouse smells the berry scent on a fellow mouse’s breath, then the berry is probably OK to eat (depending on the apparent health of the fellow mouse). A neural ensemble with mixed selectivity would be able to integrate all that.

Recruiting neurons

While mixed selectivity has the backing of copious evidence—it has been observed across the cortex and in other brain areas such as the hippocampus and amygdala—there are still open questions. For instance, how are neurons recruited to tasks and how do neurons that are so “open-minded” remain tuned only to what really matters to the mission?

In the new study, the researchers who also include Marcus Benna of UC San Diego and Felix Taschbach of The Salk Institute, define the forms of mixed selectivity that researchers have observed, and argue that when oscillations (also known as “brain waves”) and neuromodulators (chemicals such as serotonin or dopamine that influence neural function) recruit neurons into computational ensembles, they also help them “gate” what’s important for that purpose.

To be sure, some neurons are dedicated to a specific input, but the authors note they are an exception rather than the rule. The authors say these cells have “pure selectivity.” They only care if the rabbit sees lettuce. Some neurons exhibit “linear mixed selectivity,” which means their response predictably depends on multiple inputs adding up (the rabbit sees lettuce and feels hungry). The neurons that add the most dimensional flexibility are the “nonlinear mixed selectivity” ones that can account for multiple independent variables without necessarily summing them. Instead they might weigh a whole set of independent conditions (e.g. there’s lettuce, I’m hungry, I hear no hawks, I smell no coyotes, but the lettuce is far and I see a pretty sturdy fence).

So what brings neurons into the fold to focus on the salient factors, however many there are? One mechanism is oscillations, which are produced in the brain when many neurons all maintain their electrical activity at the same rhythm. This coordinated activity enables information sharing, essentially tuning them together like a bunch of cars all playing the same radio station (maybe the broadcast is about a hawk circling overhead). Another mechanism the authors highlight is neuromodulators. These are chemicals that upon reaching receptors within cells can influence their activity as well. A burst of acetylcholine, for instance, might similarly attune neurons with the right receptors to certain activity or information (like maybe that feeling of hunger).

“These two mechanisms likely work together to dynamically form functional networks,” the authors write.

Understanding mixed selectivity, they continue, is critical to understanding cognition.

“Mixed selectivity is ubiquitous,” they conclude. “It is present across species and across functions from high-level cognition to ‘automatic’ sensorimotor processes such as object recognition. The widespread presence of mixed selectivity underscores its fundamental role in providing the brain with the scalable processing power needed for complex thought and action.”

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Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review

• Open access
• Published: 02 February 2021
• Volume 25 , pages 971–993, ( 2023 )

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• Yogesh K. Dwivedi 1 ,
• Elvira Ismagilova 2 ,
• Nripendra P. Rana 2 &
• Ramakrishnan Raman 3  

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Social media plays an important part in the digital transformation of businesses. This research provides a comprehensive analysis of the use of social media by business-to-business (B2B) companies. The current study focuses on the number of aspects of social media such as the effect of social media, social media tools, social media use, adoption of social media use and its barriers, social media strategies, and measuring the effectiveness of use of social media. This research provides a valuable synthesis of the relevant literature on social media in B2B context by analysing, performing weight analysis and discussing the key findings from existing research on social media. The findings of this study can be used as an informative framework on social media for both, academic and practitioners.

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1 Introduction

The Internet has changed social communications and social behaviour, which lead to the development of new forms of communication channels and platforms (Ismagilova et al. 2017 ). Social media plays an important part in the digital transformation of businesses (Kunsman 2018 ). Digital transformation refers to the globally accelerated process of technical adaptation by companies and communities as a result of digitalisation (Sivarajah et al. 2019 ; Westerman et al. 2014 ). Web is developed from a tool used to provide passive information into the collaborative web, which allows and encourages active user engagement and contribution. If before social networks were used to provide the information about a company or brand, nowadays businesses use social media in their marketing aims and strategies to improve consumers’ involvement, relationship with customers and get useful consumers’ insights (Alalwan et al. 2017 ). Business-to-consumer (B2C) companies widely use social media as part of their digital transformation and enjoy its benefits such as an increase in sales, brand awareness, and customer engagement to name a few (Barreda et al. 2015 ; Chatterjee and Kar 2020 ; Harrigan et al. 2020 ; Kamboj et al. 2018 ; Kapoor et al. 2018 ).

From a marketing and sales research perspective, social media is defined as “the technological component of the communication, transaction and relationship building functions of a business which leverages the network of customers and prospects to promote value co-creation” (Andzulis et al. 2012 p.308). Industrial buyers use social media for their purchase as they compare products, research the market and build relationships with salesperson (Itani et al. 2017 ). Social media changed the way how buyers and sellers interact (Agnihotri et al. 2016 ) by enabling open and broad communications and cooperation between them (Rossmann and Stei 2015 ). Social media is an important facilitator of relationships between a company and customers (Agnihotri et al. 2012 ; Tedeschi 2006 ). Customers are more connected to companies, which make them more knowledgable about product selection and more powerful in buyer-seller relationships (Agnihotri et al. 2016 ). Social media also helps companies to increase business exposure, traffic and providing marketplace insight (Agnihotri et al. 2016 ; Stelzner 2011 ). As a result, the use of social media supports business decision processes and helps to improve companies’ performance (Rossmann and Stei 2015 ).

Due to digitalisation customers are becoming more informed and rely less on traditional selling initiatives (Ancillai et al. 2019 ). Buyers are relying more on digital resources and their buying process more often involves the use of social media. For example, in the research B2B buyer survey, 82% of buyers stated that social media content has a significant impact on the purchase decision (Ancillai et al. 2019 ; Minsky and Quesenberry 2016 ). As a result, these changes in consumer behaviour place high pressure on B2B salespeople and traditional sales companies (Ancillai et al. 2019 ). By using evidence from major B2B companies and consultancy report some studies claim that social media can be applied in sales to establish effective dialogues with buyers (Ancillai et al. 2019 ; Kovac 2016 ; McKinsey and Company 2015 ).

Now, business-to-business (B2B) companies started using social media as part of their digital transformation. 83% of B2B companies use social media, which makes it the most common marketing tactic (Pulizzi and Handley 2017 ; Sobal 2017 ). More than 70% of B2B companies use at least one of the “big 4” social media sites such as LinkedIn, Twitter, Facebook and YouTube. Additionally, 50% of the companies stated that social media has improved their marketing optimization and customer experience, while 25% stated that their revenue went up (Gregorio 2017 ; Sobal 2017 ). Even though B2B companies are benefitting from social media used by marketers, it is argued that research on that area is still in the embryonic stage and future research is needed (Salo 2017 ; Siamagka et al. 2015 ; Juntunen et al. 2020 ; Iannacci et al. 2020 ). There is a limited understanding of how B2B companies need to change to embrace recent technological innovations and how it can lead to business and societal transformation (Chen et al. 2012 ; Loebbecke and Picot 2015 ; Pappas et al. 2018 ).

The topic of social media in the context of B2B companies has started attracting attention from both academics and practitioners. This is evidenced by the growing number of research output within academic journals and conference proceedings. Some studies provided a comprehensive literature review on social media use by B2B companies (Pascucci et al. 2018 ; Salo 2017 ), but focused only on adoption of social media by B2B or social media influence, without providing the whole picture of the use of social media by B2B companies. Thus, this study aims to close this gap in the literature by conducting a comprehensive analysis of the use of social media by B2B companies and discuss its role in the digital transformation of B2B companies. The findings of this study can provide an informative framework for research on social media in the context of B2B companies for academics and practitioners.

The remaining sections of the study are organised as follows. Section 2 offers a brief overview of the methods used to identify relevant studies to be included in this review. Section 3 synthesises the studies identified in the previous section and provides a detailed overview. Section 4 presents weight analysis and its findings. Next section discusses the key aspects of the research, highlights any limitations within existing studies and explores the potential directions for future research. Finally, the paper is concluded in Section 6 .

2 Literature Search Method

The approach utilised in this study aligns with the recommendations in Webster and Watson ( 2002 ). This study used a keyword search-based approach for identifying relevant articles (Dwivedi et al. 2019b ; Ismagilova et al. 2020a ; Ismagilova et al. 2019 ; Jeyaraj and Dwivedi 2020 ; Williams et al. 2015 ). Keywords such as “Advertising” OR “Marketing” OR “Sales” AND TITLE (“Social Media” OR “Web 2.0” OR “Facebook” OR “LinkedIn” OR “Instagram” OR “Twitter” OR “Snapchat” OR “Pinterest” OR “WhatsApp” OR “Social Networking Sites”) AND TITLE-ABS-KEY (“B2B” OR “B to B” OR “Business to Business” OR “Business 2 Business”) were searched via the Scopus database. Scopus database was chosen to ensure the inclusion of only high quality studies. Use of online databases for conducting a systematic literature review became an emerging culture used by a number of information systems research studies (Dwivedi et al. 2019a ; Gupta et al. 2019 ; Ismagilova et al. 2020b ; Muhammad et al. 2018 ; Rana et al. 2019 ). The search resulted in 80 articles. All studies were processed by the authors in order to ensure relevance and that the research offered a contribution to the social media in the context B2B discussion. The search and review resulted in 70 articles and conference papers that formed the literature review for this study. The selected studies appeared in 33 separate journals and conference proceedings, including journals such as Industrial Marketing Management, Journal of Business and Industrial Marketing and Journal of Business Research.

3 Literature Synthesis

The studies on social media research in the context of B2B companies were divided into the following themes: effect of social media, adoption of social media, social media strategies, social media use, measuring the effectiveness of use of social media, and social media tools (see Table 1 ). The following subsections provide an overview of each theme.

3.1 Effect of Social Media

Some studies focus on the effect of social media for B2B companies, which include customer satisfaction, value creation, intention to buy and sales, building relationships with customers, brand awareness, knowledge creation, perceived corporate credibility, acquiring of new customers, salesperson performance, employee brand engagement, and sustainability (Table 2 ).

3.1.1 Customer Satisfaction

Some studies investigated how the use of social media affected customer satisfaction (Agnihotri et al. 2016 ; Ancillai et al. 2019 ; Rossmann and Stei 2015 ). For example, Agnihotri et al. ( 2016 ) investigated how the implementation of social media by B2B salesperson affects consumer satisfaction. Salesperson’s social media use is defined as a “salesperson’s utilization and integration of social media technology to perform his or her job” (Agnihotri et al. 2016 , p.2). The study used data from 111 sales professionals involved in B2B industrial selling to test the proposed hypotheses. It was found that a salesperson’s use of social media will have a positive effect on information communication, which will, in turn, lead to improved customer satisfaction with the salesperson. Also, it was investigated that information communication will be positively related to responsiveness, which impacts customer satisfaction.

Another study by Rossmann and Stei ( 2015 ) looked at the antecedents of social media use, social media use by B2B companies and their effect on customers. By using data from 362 chief information officers of B2B companies the study found the following. Social media usage of sales representative has a positive impact on customer satisfaction. Age has a negative effect on content generation. It seems that older salespeople use social media in passive ways or interacting with the customer rather than creating their own content. It was found that the quality of corporate social media strategy has a positive impact on social media usage in terms of the consumption of information, content generation, and active interaction with customers. Also, the expertise of a salesperson in the area of social media has a positive impact on social media usage.

3.1.2 Value Creation

Research in B2B found that social media can create value for customers and salesperson (Agnihotri et al. 2012 ; Agnihotri et al. 2017 ). Agnihotri et al. ( 2012 ) proposed a theoretical framework to explain the mechanisms through which salespeople’s use of social media operates to create value and propose a strategic approach to social media use to achieve competitive goals. The study draws on the existing literature on relationship marketing, task–technology fit theory, and sales service behavior to sketch a social media strategy for business-to-business sales organizations with relational selling objectives. The proposed framework describes how social media tools can help salespeople perform service behaviors (information sharing, customer service, and trust-building) leading to value creation.

Some researchers investigated the role of the salesperson in the value creation process after closing the sale. By employing salesperson-customer data within a business-to-business context, Agnihotri et al. ( 2017 ) analysed the direct effects of sales-based CRM technology on the post-sale service behaviors: diligence, information communication, inducements, empathy, and sportsmanship. Additionally, the study examines the interactive effects of sales-based CRM technology and social media on these behaviors. The results indicate that sales-based CRM technology has a positive influence on salesperson service behaviors and that salespeople using CRM technology in conjunction with social media are more likely to exhibit higher levels of SSBs than their counterparts with low social media technology use. Data were collected from 162 salespeople from India. SmartPLS was used to analyse the data.

3.1.3 Intention to Buy and Sales

Another group of studies investigated the effect of social media on the level of sales and consumer purchase intention (Ancillai et al. 2019 ; Itani et al. 2017 ; Salo 2017 ; Hsiao et al. 2020 ; Mahrous 2013 ). For example, Itani et al. ( 2017 ) used the theory of reasoned actions to develop a model that tests the factors affecting the use of social media by salesperson and its impact. By collecting data from 120 salespersons from different industries and using SmartPLS to analyse the data, it was found that attitude towards social media usefulness did not affect the use of social media. It was found that social media use positively affects competitive intelligence collection, adaptive selling behaviour, which in turn influenced sales performance. Another study by Ancillai et al. ( 2019 ) used in-depth interviews with social selling professionals. The findings suggest that the use of social media improves not only the level of sales but also affects relationship and customer performance (trust, customer satisfaction, customer referrals); and organisational performance (organisational selling performance and brand performance).

It was investigated that social media has a positive effect on the intention to purchase (Hsiao et al. 2020 ; Mahrous 2013 ). For instance, Mahrous ( 2013 ) by reviewing the literature on B2B and B2C companies concluded that social media has a significant influence on consumer buying behaviour.

3.1.4 Customer Relationships

Another group of studies focused on the effect of social media on customer relationships (Bhattacharjya and Ellison 2015 ; Gáti et al. 2018 ; Gruner and Power 2018 ; Hollebeek 2019 ; Iankova et al. 2018 ; Jussila et al. 2011 ; Kho 2008 ; Niedermeier et al. 2016 ; Ogilvie et al. 2018 ). For example, Bhattacharjya and Ellison ( 2015 ) investigated the way companies build relationships with customers by using responsive customer relationship management. The study analysed customer relationship management activities from Twitter account of a Canadian company Shopify (B2B service provider). The company uses Twitter to engage with small business customers, develops and consumers. Jussila et al. ( 2011 ), by reviewing the literature, found that social media leads to increased customer focus and understanding, increased level of customer service and decreased time-to-market.

Gáti et al. ( 2018 ) focused their research efforts on social media use in customer relationship performance, particularly in customer relations. The study investigated the adoption and impact of social media by salespeople of B2B companies. By using data of 112 salespeople from several industries the study found that the intensity of technology use positively affects attitude towards social media, which positively affects social media use. Intensive technology use in turn positively affects customer relationship performance (customer retention). PLS-SEM was applied for analysis.

Another study by Gruner and Power ( 2018 ) investigated the effectiveness of the use of multiple social media platforms in communications with customers. By using data from 208 large Australian organisations, the paper explores how companies’ investment in one form of social media impacts activity on another form of social media. A regression analysis was performed to analyse the data. It was found that widespread activities on LinkedIn, Twitter and YouTube have a negative effect on a company’s marketing activity on Facebook. Thus, having it is more effective for the company to focus on a specific social media platform in forming successful inter-organisational relationships with customers.

Hollebeek ( 2019 ) proposed an integrative S-D logic/resource-based view (RBV) model of customer engagement. The proposed model considers business customer actors and resources in driving business customer resource integration, business customer resource integration effectiveness and business customer resource integration efficiency, which are antecedents of business customer engagement. Business customer engagement, in turn, results in business customer co-creation and relationship productivity.

Niedermeier et al. ( 2016 ) investigated the use of social media among salespeople in the pharmaceutical industry in China. Also, the study investigated the impact of social media on building culturally specific Guanxi relationships-it involves the exchange of factors to build trust and connection for business purpose. By using in-depth interviews with 3 sales managers and a survey of 42 pharmaceutical sales representatives that study found that WeChat is the most common social media platform used by businesses. Also, it was found to be an important tool in building Guanxi. Future studies should focus on other industries and other types of cultural features in doing business.

Ogilvie et al. ( 2018 ) investigated the effect of social media technologies on customer relationship performance and objective sales performance by using two empirical studies conducted in the United States. The first study used 375 salespeople from 1200 B2B companies. The second study used 181 respondents from the energy solution company. It was found that social media significantly affects salesperson product information communication, diligence, product knowledge and adaptability, which in turn affect customer relationship performance. It was also found that the use of social media technologies without training on technology will not lead to good results. Thus, the results propose that companies should allocate the resources required for the proper implementation of social media strategies. Future research should examine how the personality traits of a salesperson can moderate the implementation of social media technologies.

While most of the studies focused on a single country, Iankova et al. ( 2018 ) investigated the perceived effectiveness of social media by different types of businesses in two countries. By using 449 respondents from the US and the UK businesses, it was found that social media is potentially less important, at the present time, for managing ongoing relationships in B2B organizations than for B2C, Mixed or B2B2C organizations. All types of businesses ascribe similar importance to social media for acquisition-related activities. Also it was found that B2B organizations see social media as a less effective communication channel, and to have less potential as a channel for the business.

3.1.5 Brand Awareness

Some researchers argued that social media can influence brand awareness (Ancillai et al. 2019 ; Hsiao et al. 2020 ). For instance, Hsiao et al. ( 2020 ) investigated the effect of social media in the fashion industry. By collecting 1395 posts from lookbook.nu and employing regression analysis it was found that the inclusion of national brand and private fashion brands in the post increased the level of popularity which leads to purchasing interest and brand awareness.

3.1.6 Knowledge Creation

Multiple types of collaborative web tools can help and significantly increase the collaboration and the use of the distributed knowledge inside and outside of the company (McAfee 2006 ). Kärkkäinen et al. ( 2011 ) by analysing previous literature on social media proposed that social media use has a positive effect on sharing and creation of customer information and knowledge in the case of B2B companies.

3.1.7 Corporate Credibility

Another study by Kho ( 2008 ) states the advantages of using social media by B2B companies, which include faster and more personalised communications between customer and vendor, which can improve corporate credibility and strengthen the relationships. Thanks to social media companies can provide more detailed information about their products and services. Kho ( 2008 ) also mentions that customer forums and blog comments in the B2B environment should be carefully monitored in order to make sure that inappropriate discussions are taken offline and negative eWOM communications should be addressed in a timely manner.

3.1.8 Acquiring New Customers

Meire et al. ( 2017 ) investigated the impact of social media on acquiring B2B customers. By using commercially purchased prospecting data, website data and Facebook data from beverage companies the study conducted an experiment and found that social media us an effective tool in acquiring B2B customers. Future work might assess the added value of social media pages for profitability prediction instead of prospect conversion. When a longer timeframe becomes available (e.g., after one year), the profitability of the converted prospects can be assessed.

3.1.9 Salesperson Performance

Moncrief et al. ( 2015 ) investigated the impact of social media technologies on the role of salesperson position. It was found that social media affects sales management functions (supervision, selection, training, compensation, and deployment) and salesperson performance (role, skill, and motivation). Another study by Rodriguez et al. ( 2012 ) examines the effect of social media on B2B sales performance by using social capital theory and collecting data from 1699 B2B salespeople from over 25 different industries. By employing SEM AMOS, the study found that social media usage has a positive significant relationship with selling companies’ ability to create opportunities and manage relationships. The study also found that social media usage has a positive and significant relationship with sales performance (based on relational measurers of sales that focus on behaviours that strengthen the relationship between buyers and sellers), but not with outcome-based sales performance (reflected by quota achievement, growth in average billing size, and overall revenue gain).

3.1.10 Employee Brand Management

The study by Pitt et al. ( 2018 ) focuses on employee engagement with B2B companies on social media. By using results from Glassdoor (2315 five-star and 1983 one-star reviews for the highest-ranked firms, and 1013 five star and 1025 one-star reviews for lowest ranked firms) on employee brand engagement on social media, two key drivers of employee brand engagement by using the content analysis tool DICTION were identified-optimism and commonality. Individuals working in top-ranked companies expressed a higher level of optimism and commonality in comparison with individuals working in low-ranked companies. As a result, a 2 × 2 matrix was constructed which can help managers to choose strategies in order to increase and improve employee brand engagement. Another study by Pitt et al. ( 2017 ) focused on employee engagement of B2B companies on social media. By using a conceptual framework based on a theory of word choice and verbal tone and 6300 reviews collected from Glassdoor and analysed using DICTION. The study found that employees of highly ranked B2B companies are more positive about their employer brand and talk more optimistically about these brands. For low ranked B2B companies it was found that employees express a greater level of activity, certainty, and realism. Also, it was found that they used more aggressive language.

3.1.11 Sustainability

Sustainability refers to the strategy that helps a business “to meet its current requirements without compromising its ability to meet future needs” (World Commission Report on Environment and Development 1987 , p 41). Two studies out of 70 focused on the role of social media for B2B sustainability (Sivarajah et al. 2019 ; Kasper et al. 2015 ). For example, Sivarajah et al. ( 2019 ) argued that big data and social media within a participatory web environment to enable B2B organisations to become profitable and remain sustainable through strategic operations and marketing related business activities.

Another study by Kasper et al. ( 2015 ) proposed the Social Media Matrix which helps companies to decide which social media activities to execute based on their corporate and communication goals. The matrix includes three parts. The first part is focusing on social media goals and task areas, which were identified and matched. The second part consists of five types of social media activities (content, interaction/dialog, listening and analysing, application and networking). The third part provides a structure to assess the suitability of each activity type on each social media platform for each goal. The matrix was successfully tested by assessing the German B2B sector by using expert interviews with practitioners.

Based on the reviewed studies, it can be seen that if used appropriately social media have positive effect on B2B companies before and after sales, such as customer satisfaction, value creation, intention to buy and sales, customer relationships, brand awareness, knowledge creation, corporate credibility, acquiring new customers, salesperson performance, employee brand management, and sustainability. However, limited research is done on the negative effect of social media on b2b companies.

3.2 Adoption of Social Media

Some scholars investigated factors affecting the adoption of social media by B2B companies (Buratti et al. 2018 ; Gáti et al. 2018 ; Gazal et al. 2016 ; Itani et al. 2017 ; Kumar and Möller 2018 ; Lacka and Chong 2016 ). For instance, Lacka and Chong ( 2016 ) investigated factors affecting the adoption of social media by B2B companies from different industries in China. The study collected the data from 181 respondents and used the technology acceptance model with Nielsen’s model of attributes of system acceptability as a theoretical framework. By using SEM AMOS for analysis the study found that perceived usability, perceived usefulness, and perceived utility positively affect adoption and use of social media by B2B marketing professionals. The usefulness is subject to the assessment of whether social media sites are suitable means through which marketing activities can be conducted. The ability to use social media sites for B2B marketing purposes, in turn, is due to those sites learnability and memorability attributes.

Another study by Müller et al. ( 2018 ) investigated factors affecting the usage of social media. By using survey data from 100 Polish and 39 German sensor suppliers, it was found that buying frequency, the function of a buyer, the industry sector and the country does not affect the usage of social media in the context of sensor technology from Poland and Germany. The study used correlation analysis and ANOVA.

Lashgari et al. ( 2018 ) studied the adoption and use of social media by using face-to-face interviews with key managers of four multinational corporations and observations from companies’ websites and social media platforms. It was found that that the elements essential in forming the B2B firm’s social media adoption strategies are content (depth and diversity), corresponding social media platform, the structure of social media channels, the role of moderators, information accessibility approaches (public vs. gated-content), and online communities. These elements are customized to the goals and target group the firm sets to pursue. Similarly, integration of social media into other promotional channels can fall under an ad-hoc or continuous approach depending on the scope and the breadth of the communication plan, derived from the goal.

Similar to Lashgari et al. ( 2018 ), Shaltoni ( 2017 ) used data from managers. The study applied technology organisational environmental framework and diffusion of innovations to investigate factors affecting the adoption of social media by B2B companies. By using data from marketing managers or business owners of 480 SMEs, the study found that perceived relative advance, perceive compatibility, organizational innovativeness, competitor pressure, and customer pressure influence the adoption of social media by B2B companies. The findings also suggest that many decision-makers in B2B companies think that Internet marketing is not beneficial, as it is not compatible with the nature of B2B markets.

Buratti et al. ( 2018 ) investigated the adoption of social media by tanker shipping companies and ocean carriers. By using data from 60 companies the following was found. LinkedIn is the most used tool, with a 93.3% adoption rate. Firm size emerges as a predictor of Twitter’s adoption: big companies unveil a higher attitude to use it. Finally, the country of origin is not a strong influential factor in the adoption rate. Nonetheless, Asian firms clearly show a lower attitude to join SM tools such as Facebook (70%) and LinkedIn (86.7%), probably also due to governmental web restrictions imposed in China. External dimensions such as the core business, the firm size, the geographic area of origin, etc., seem to affect network wideness. Firm size, also, discriminates the capacity of firms to build relational networks. Bigger firms create networks larger than small firms do. Looking at geographical dimensions, Asian firms confirm to be far less active on SM respect to European and North American firms. Finally, the study analyzed the format of the contents disclosed by sample firms, observing quite limited use of photos and videos: in the sample industries, informational contents seem more appropriate for activating a dialogue with stakeholders and communication still appears formulated in a very traditional manner. Preliminary findings suggest that companies operating in conservative B2B services pursue different strategic approaches toward SMM and develop ad hoc communication tactics. Nonetheless, to be successful in managing SM tools, a high degree of commitment and a clear vision concerning the role of SM within communication and marketing strategy is necessary.

Gazal et al. ( 2016 ) investigated the adoption and measuring of the effectiveness of social media in the context of the US forest industry by using organisational-level adoption framework and TAM. By using data from 166 companies and performing regression analysis, the following results were received. Years in business, new sales revenue, product type, amount of available information on a company website, perceived importance of e-commerce and perceived ease of use of social media significantly affected social media use. Also, it was found that companies’ strategies and internal resources and capabilities and influence a company’s decision to adopt social media. Also, it was found that 94 of respondents do not measure the ROI from social media use. The reason is that the use of social media in marketing is relatively new and companies do not possess the knowledge of measuring ROI from the use of social media. Companies mostly use quantitative metrics (number of site visits, number of social network friends, number of comments and profile views) and qualitative metrics (growth of relationships with the key audience, audience participation, moving from monologue to dialogue with consumers. Facebook was found to be the most effective social media platform reported by the US forest industry.

The study by Kumar and Möller ( 2018 ) investigated the role of social media for B2B companies in their recruitment practices. By using data from international B2B company with headquarter in Helsinki, Finland comprised of 139 respondents it was found that brand familiarity encourages them to adopt social media platforms for a job search; however, the effect of the persuasiveness of recruitment messages on users’ adoption of social media platforms for their job search behavior is negative. The study used correlation analysis and descriptive analysis to analyse the data.

Nunan et al. ( 2018 ) identified areas for future research such as patterns of social media adoption, the role of social media platforms within the sales process, B2B consumer engagement and social media, modeling the ROI of social media, and the risks of social media within B2B sales relationships.

The study by Pascucci et al. ( 2018 ) conducted a systematic literature review on antecedents affecting the adoption and use of social media by B2B companies. By reviewing 29 studies published in academic journal and conferences from 2001 to 2017, the study identified external (pressure from customers, competitors, availability of external information about social media) and internal factors (personal characteristics -managers age, individual commitment, perceptions of social media-perceived ease of use, perceived usefulness, perceived utility), which can affect adoption of social media.

The study by Siamagka et al. ( 2015 ) aims to investigate factors affecting the adoption of social media by B2B organisations. The conceptual model was based on the technology acceptance model and the resource-based theory. AMOS software and Structural equation modelling were employed to test the proposed hypotheses. By using a sample of 105 UK companies, the study found that perceived usefulness of social media is influenced by image, perceived ease of use and perceived barriers. Also, it was found that social media adoption is significantly determined by organisational innovativeness and perceived usefulness. Additionally, the study tested the moderating role of organisational innovativeness and found that it does not affect the adoption of social media by B2B organisations. The study also identified that perceived barriers to SNS (uncertainty about how to use SNS to achieve objectives, employee’s lack of knowledge about SNS, high cost of investment needed to adopt the technology) have a negative impact on perceived usefulness of social media by B2B organisations. The study also used nine in-depth interviews with B2B senior managers and social media specialists about adoption of social media by B2B. It was found that perceived pressure from stakeholders influences B2B organisations’ adoption intention of social media. Future research should test it by using quantitative methods.

While most of the studies focused on the antecedents of social media adoption by B2B companies, Michaelidou et al. ( 2011 ) investigated the usage, perceived barriers and measuring the effectiveness of social media. By using data from 92 SMEs the study found that over a quarter of B2B SMEs in the UK are currently using SNS to achieve brand objectives, the most popular of which is to attract new customers. The barriers that prevent SMEs from using social media to support their brands were lack of staff familiarity and technical skills. Innovativeness of a company determined the adoption of social media. It was found that most of the companies do not evaluate the effectiveness of their SNS in supporting their brand. The most popular measures were the number of users joining the groups/discussion and the number of comments made. The findings showed that the size of the company does not influence the usage of social media for small and medium-sized companies. Future research should investigate the usage of social media in large companies and determine if the size can have and influence on the use. The benefits of using social media include increasing awareness and communicating the brand online. B2B companies can employ social media to create customer value in the form of interacting with customers, as well as building and fostering customer relationships. Future research should investigate the reasons why most of the users do not assess the effectiveness of their SNS. Future research should also investigate how the attitude towards technology can influence the adoption of social media.

Based on the reviewed studies it can be seen that the main factors affecting the adoption of social media by B2B companies are perceived usability, technical skills of employees, pressure from stakeholders, perceived usefulness and innovativeness.

3.3 Social Media Strategies

Another group of studies investigated types of strategies B2B companies apply (Cawsey and Rowley 2016 ; Huotari et al. 2015 ; Kasper et al. 2015 ; McShane et al. 2019 ; Mudambi et al. 2019 ; Swani et al. 2013 ; Swani et al. 2014 ; Swani et al. 2017 ; Watt 2010 ). For example, Cawsey and Rowley ( 2016 ) focused on the social media strategies of B2B companies. By conducting semi-structured interviews with marketing professionals from France, Ireland, the UK and the USA it was found that enhancing brand image, extending brand awareness and facilitating customer engagement were considered the most common social media objective. The study proposed the B2B social media strategy framework, which includes six components of a social media strategy: 1) monitoring and listening 2) empowering and engaging employees 3) creating compelling content 4) stimulating eWOM 5) evaluating and selecting channels 6) enhancing brand presence through integrating social media.

Chirumalla et al. ( 2018 ) focused on the social media engagement strategies of manufacturing companies. By using semi-structured interviews (36), observations (4), focus group meetings (6), and documentation, the study developed the process of social media adoption through a three-phase engagement strategy which includes coordination, cooperation, and co-production.

McShane et al. ( 2019 ) proposed social media strategies to influence online users’ engagement with B2B companies. Taking into consideration fluency lens the study analysed Twitter feeds of top 50 social B2B brands to examine the influence of hashtags, text difficulty embedded media and message timing on user engagement, which was evaluated in terms of likes and retweets. It was found that hashtags and text difficulty are connected to lower levels of engagement while embedded media such as images and videos improve the level of engagement.

Swani et al. ( 2014 ) investigate the use of Twitter by B2B and B2C companies and predict factors that influence message strategies. The study conducted a longitudinal content analysis by collecting 7000 tweets from Fortune 500 companies. It was found that B2B and B2C companies used different message appeals, cues, links and hashtags. B2B companies tend to use more emotional than functional appeals. It was found that B2B and B2C companies do not use hard-sell message strategies.

Another study by Swani et al. ( 2013 ) aimed to investigate message strategies that can help in promoting eWOM activity for B2B companies. By applying content analysis and hierarchical linear modeling the study analysed 1143 wall post messages from 193 fortune 500 Facebook accounts. The study found that B2B account posts will be more effective if they include corporate brand names and avoid hard sell or explicitly commercial statement. Also, companies should use emotional sentiment in Facebook posts.

Huotari et al. ( 2015 ) aimed to investigate how B2B marketers can influence content creation in social media. By conducting four face-to-face interviews with B2B marketers, it was found that a B2B company can influence content creation in social media directly by adding new content, participating in a discussion and removing content through corporate user accounts and controlling employees social media behaviour. Also, it can influence it indirectly by training employees to create desired content and perfuming marketing activities that influence other users to create content that is favorable for the company.

Most of the studies investigated the strategies and content of social media communications of B2B companies. However, the limited number of studies investigated the importance of CEO engagement on social media in the company’s strategies. Mudambi et al. ( 2019 ) emphasise the importance of the CEO of B2B companies to be present and active on social media. The study discusses the advantages of social media presence for the CEO and how it will benefit the company. For example, one of the benefits for the CEO can be perceived as being more trustworthy and effective than non-social CEOs, which will benefit the company in increased customer trust. Mudambi et al. ( 2019 ) also discussed the platforms the CEO should use and posting frequencies depending on the content of the post.

From the above review of the studies, it can be seen that B2B companies social media strategies include enhancing brand image, extending brand awareness and facilitating customer engagement. Companies use various message strategies, such as using emotional appeal, use of brand names, and use of hashtags. Majority of the companies avoid hard sell or explicitly commercial statement.

3.4 Social Media Use

Studies investigated the way how companies used social media and factors affecting the use of social media by B2B (Andersson et al. 2013 ; Bernard 2016 ; Bolat et al. 2016 ; Denktaş-Şakar and Sürücü 2018 ; Dyck 2010 ; Guesalaga 2016 ; Habibi et al. 2015 ). For example, Vasudevan and Kumar ( 2018 ) investigated how B2B companies use social media by analysing 325 brand posts of Canon India, Epson India, and HP India on Linkedin, Facebook, and Twitter. By employing content analysis the study found that most of the posts had a combination of text and message. More than 50% of the posts were about product or brand-centric. The study argued that likes proved to be an unreliable measure of engagement, while shares were considered a more reliable metric. The reason was that likes had high spikes when brand posts were boosted during promotional activities.

Andersson and Wikström ( 2017 ) used case studies of three B2B companies to investigate reasons for using social media. It was found that companies use social media to enhance customer relationships, support sales and build their brands. Also, social media is used as a recruiting tool, a seeking tool, and a product information and service tool.

Bell and Shirzad ( 2013 ) aimed to conduct social media use analysis in the context of pharmaceutical companies. The study analysed 54,365 tweets from the top five pharmaceutical companies. The study analysed the popular time slots, the average number of positive and negative tweets and its content by using Nvivo9.

Bernard ( 2016 ) aims to examine how chief marketing officers use social media. By using case studies from IBM experience with social media it was found that B2B CMO’s are not ready to make use of social media. It was proposed that social media can be used for after-sales service, getting sales leads, engaging with key influencers, building the company’s reputation and enhancing the industry status of key individuals. B2B firms need to exploit the capabilities of processing massive amounts of data to get the most from social media.

Bolat et al. ( 2016 ) explore how companies apply mobile social media. By employing a grounded theory approach to analyse interviews from 26 B2B company representatives from UK advertising and marketing sector companies. It was found that companies use social media for branding, sensing market, managing relationships, and developing content.

Denktaş-Şakar and Sürücü ( 2018 ) investigated how social media usage influence stakeholder engagement focusing on the corporate Facebook page of 30 3PLs companies. In total 1532 Facebook posts were analysed. It was found that the number of followers, post sharing frequency, negatively affect stakeholder engagement. It was found that content including photos facilitates more stakeholder engagement (likes, comment, share) in comparison with other forms. Vivid posts and special day celebration posts strengthen relationships with stakeholders.

Dyck ( 2010 ) discussed the advantages of using social media for the device industry. Social media can be used for product innovation and development, to build a team and collaborate globally. Also, there is an opportunity to connect with all of the stakeholders needed in order to deliver the device to the market. Additionally, it provides to receive feedback from customers (doctors, hospitals) in real-time.

The study by Guesalaga ( 2016 ) draws on interactional psychology theory to propose and test a model of usage of social media in sales, analysing individual, organizational, and customer-related factors. It was found that organizational competence and commitment to social media are key determinants of social media usage in sales, as well as individual commitment. Customer engagement with social media also predicts social media usage in sales, both directly and (mostly) through the individual and organizational factors analysed, especially organizational competence and commitment. Finally, the study found evidence of synergistic effects between individual competence and commitment, which is not found at the organizational level. The data obtained by surveying 220 sales executives in the United States were analysed using regression analysis.

Habibi et al. ( 2015 ) proposed a conceptual model for the implementation of social media by B2B companies. Based on existing B2B marketing, social media and organisational orientational literature the study proposed that four components of electronic market orientation (philosophical, initiation, implementation and adoption) address different implementation issues faced in implementing social media.

Katona and Sarvary ( 2014 ) presented a case of using social media by Maersk-the largest container shipping company in the world. The case provided details on the program launch and the integration strategy which focused on integrating the largest independent social media operation into the company’s broader marketing efforts.

Moore et al. ( 2013 ) provided insights into the understanding of the use of social media by salespersons. 395 salespeople in B2B and B2C markets, utilization of relationship-oriented social media applications are presented and examined. Overall, findings show that B2B practitioners tend to use media targeted at professionals whereas their B2C counterparts tend to utilize more sites targeted to the general public for engaging in one-on-one dialogue with their customers. Moreover, B2B professionals tend to use relationship-oriented social media technologies more than B2C professionals for the purpose of prospecting, handling objections, and after-sale follow-up.

Moore et al. ( 2015 ) investigated the use of social media between B2B and B2C salespeople. By using survey data from 395 sales professionals from different industries they found that B2B sales managers use social selling tools significantly more frequently than B2C managers and B2C sales representatives while conducting sales presentations. Also, it was found that B2B managers used social selling tools significantly more frequently than all sales representatives while closing sales.

Müller et al. ( 2013 ) investigated social media use in the German automotive market. By using online analysis of 10 most popular car manufacturers online social networks and surveys of six manufacturers, 42 car dealers, 199 buyers the study found that social media communication relations are widely established between manufacturers and (prospective) buyers and only partially established between car dealers and prospective buyers. In contrast to that, on the B2B side, social media communication is rarely used. Social Online Networks (SONs) are the most popular social media channels employed by businesses. Manufacturers and car dealers focus their social media engagement, especially on Facebook. From the perspective of prospective buyers, however, forums are the most important source of information.

Sułkowski and Kaczorowska-Spychalska ( 2016 ) investigated the adoption of social media by companies in the Polish textile-clothing industry. By interviewing seven companies representatives of small and medium-sized enterprises the study found that companies started implementing social media activities in their marketing activities.

Vukanovic ( 2013 ) by reviewing previous literature on social media outlined advantages of using social media for B2B companies, which include: increase customer loyalty and trust, building and improving corporate reputation, facilitating open communications, improvement in customer engagement to name a few.

Keinänen and Kuivalainen ( 2015 ) investigated factors affecting the use of social media by B2B customers by conducting an online survey among 82 key customer accounts of an information technology service company. Partial least squares path modelling was used to analysed the proposed hypotheses. It was found that social media private use, colleague support for using SM, age, job position affected the use of social media by B2B customers. The study also found that corporate culture, gender, easiness to use, and perception of usability did not affect the use of social media by B2B customers.

By using interviews and survey social media research found that mostly B2B companies use social media to enhance customer relationships, support sales, build their brands, sense market, manage relationships, and develop content. Additionally, some companies use it social media as a recruitment tool. The main difference between B2B and B2C was that B2B sales managers use social selling tools significantly more frequently than B2C managers.

3.5 Measuring the Effectiveness of Social Media

It is important for a business to be able to measure the effectiveness of social media by calculating return on investment (ROI). ROI is the relationship between profit and the investment that generate that profit. Some studies focused on the ways B2B companies can measure ROI and the challenges they face (Gazal et al. 2016 ; Michaelidou et al. 2011 ; Vasudevan and Kumar 2018 ). For example, Gazal et al. ( 2016 ) investigated the adoption and measuring of the effectiveness of social media in the context of the US forest industry by using organisational-level adoption framework and TAM. By using data from 166 companies it was found that 94% of respondents do not measure the ROI from social media use. The reason is that the use of social media in marketing is relatively new and companies do not possess the knowledge of measuring ROI from the use of social media. Companies mostly use quantitative metrics (number of site visits, number of social network friends, number of comments and profile views) and qualitative metrics (growth of relationships with the key audience, audience participation, moving from monologue to dialogue with consumers).

Another study by Michaelidou et al. ( 2011 ) found that most of the companies do not evaluate the effectiveness of their SNS in supporting their brand. The most popular measures were the number of users joining the groups/discussion and the number of comments made.

Vasudevan and Kumar ( 2018 ) investigated how B2B companies use social media and measure ROI from social media by analysing 325 brand posts of Canon India, Epson India, and HP India on Linkedin, Facebook, and Twitter. By employing content analysis the study found that most of the post has a combination of text and message. More than 50% of the posts were about product or brand-centric. The study argued that likes proved to be an unreliable measure of engagement, while shares were considered a more reliable metric. The reason was that likes had high spikes when brand posts were boosted during promotional activities. Future research should conduct longitudinal studies.

By reviewing the above studies, it can be concluded that companies still struggle to find ways of measuring ROI and applying correct metrics. By gaining knowledge in how to measure ROI from social media activities, B2B companies will be able to produce valuable insights leading to better marketing strategies (Lal et al. 2020 ).

3.6 Social Media Tools

Some studies proposed tools that could be employed by companies to advance their use of social media. For example, Mehmet and Clarke ( 2016 ) proposed a social semiotic multimodal (SSMM) framework that improved the analysis of social media communications. This framework employs multimodal extensions to systemic functional linguistics enabling it to be applying to analysing non-language as well as language constituents of social media messages. Furthermore, the framework also utilises expansion theory to identify, categorise and analyse various marketing communication resources associated with marketing messages and also to reveal how conversations are chained together to form extended online marketing conversations. This semantic approach is exemplified using a Fairtrade Australia B2B case study demonstrating how marketing conversations can be mapped and analysed. The framework emphasises the importance of acknowledging the impact of all stakeholders, particularly messages that may distract or confuse the original purpose of the conversation.

Yang et al. ( 2012 ) proposed the temporal analysis technique to identify user relationships on social media platforms. The experiment was conducted by using data from Digg.com . The results showed that the proposed techniques achieved substantially higher recall but not very good at precision. This technique will help companies to identify their future consumers based on their user relationships.

Based on the literature review, it can be seen that B2B companies can benefit by using the discussed tools. However, it is important to consider that employee should have some technical skills and knowledge to use these tools successfully. As a result, companies will need to invest some resources in staff training.

4 Weight Analysis

Weight analysis enables scrutiny of the predictive power of independent variables in studied relationships and the degree of effectiveness of the relationships (Jeyaraj et al. 2006 ; Rana et al. 2015 ; Ismagilova et al. 2020a ). The results of weight analysis are depicted in Table 3 providing information about an independent variable, dependent variable, number of significant relationships, number of non-significant relationships, the total number of relationships and weight. To perform weight analysis, the number of significant relationships was divided by the total number of analysed relationships between the independent variable and the dependent variable (Jeyaraj et al. 2006 ; Rana et al. 2015 ). For example, the weight for the relationship between attitude towards social media and social media is calculated by dividing ‘1’ (the number of significant relationships) by ‘2’ (the total number of relationships) which equals 0.5.

A predictor is defined as well-utilised if it was examined five or more times, otherwise, it is defined as experimental. It can be seen from Table 3 that all relationships were examined less than five times. Thus all studied predictors are experimental. The predictor is defined as promising when it has been examined less than five times by existing studies but has a weight equal to ‘1’ (Jeyaraj et al. 2006 ). From the predictors affecting the adoption of social media, it can be seen that two are promising, technical skills of employees and pressure from stakeholders. Social media usage is a promising predictor for acquiring new customers, sales, stakeholder engagement and customer satisfaction. Perceived ease of use and age of salesperson are promising predictors of social media usage. Even though this relationship was found to be significant every time it was examined, it is suggested that this variable, which can also be referred to as experimental, will need to be further tested in order to qualify as the best predictor. Another predictor, average rating of product/service, was examined less than five times with a weight equal to 0.75, thus it is considered as an experimental predictor.

Figure 1 shows the diagrammatic representation of the factors affecting different relationships in B2B social media with their corresponding weights, based on the results of weight analysis. The findings suggest that promising predictors should be included in further empirical studies to determine their overall performance.

Diagrammatic representation of results of weight analysis. Note: experimental predictors

It can be seen from Fig. 1 that social media usage is affected by internal (e.g. attitude towards social media, technical skills of employees) and external factors (e.g. pressure from stakeholders) of the company. Also, the figure depicts the effect of social media on the business (e.g. sales) and society (e.g. customer satisfaction).

5 Discussion

In reviewing the publications gathered for this paper, the following themes were identified. Some studies investigated the effect of social media use by B2B companies. By using mostly survey to collect the data from salespeople and managers, the studies found that social media has a positive effect on number of outcomes important for the business such as customer satisfaction, value creation, intention to buy and sales, customer relationships, brand awareness, knowledge creation, corporate credibility, acquiring new customers, salespersons performance, employee brand management, and sustainability. Most of the outcomes are similar to the research on social media in the context of B2C companies. However, some of the outcomes are unique for B2B context (e.g. employee brand management, company credibility). Just recently, studies started investigating the impact of the use of social media on sustainability.

Another group of studies looked at the adoption of social media by B2B companies (Buratti et al. 2018 ; Gáti et al. 2018 ; Gazal et al. 2016 ; Itani et al. 2017 ; Kumar and Möller 2018 ). The studies investigated it mostly from the perspectives of salespersons and identify some of the key factors which affect the adoption, such as innovativeness, technical skills of employees, pressure from stakeholders, perceived usefulness, and perceived usability. As these factors are derived mostly from surveys conducted with salespersons findings can be different for other individuals working in the organisation. This it is important to conduct studies that will examine factors affecting the adoption of social media across the entire organisation, in different departments. Using social media as part of the digital transformation is much bigger than sales and marketing, it encompasses the entire company. Additionally, most of the studies were cross-sectional, which limits the understanding of the adoption of social media by B2B over time depending on the outcomes and environment (e.g. competitors using social media).

Some studies looked at social media strategies of B2B companies (Cawsey and Rowley 2016 ; Huotari et al. 2015 ; Kasper et al. 2015 ; McShane et al. 2019 ; Mudambi et al. 2019 ). By employing interviews with companies’ managers and analysing its social media platforms (e.g. Twitter) it was found that most of the companies follow the following strategies: 1) monitoring and listening 2) empowering and engaging employees 3) creating compelling content 4) stimulating eWOM 5) evaluating and selecting channels 6) enhancing brand presence through integrating social media (Cawsey and Rowley 2016 ). Some studies investigated the difference between social media strategies of B2B and B2C companies. For example, a study by Swani et al. ( 2017 ) focused on effective social media strategies. By applying psychological motivation theory the study examined the key differences in B2B and B2C social media message strategies in terms of branding, message appeals, selling, and information search. The study used Facebook posts on brand pages of 280 Fortune companies. In total, 1467 posts were analysed. By using Bayesian models, the results showed that the inclusion of corporate brand names, functional and emotional appeals and information search cues increases the popularity of B2B messages in comparison with B2C messages. Also, it was found that readers of B2B content show a higher message liking rate and lower message commenting rate in comparison with readers of B2C messages.

The next group of studies looked at social media use by B2B companies (Andersson et al. 2013 ; Bernard 2016 ; Bolat et al. 2016 ; Denktaş-Şakar and Sürücü 2018 ; Dyck 2010 ; Guesalaga 2016 ; Habibi et al. 2015 ). B2B companies use social media for enhancing and managing customer relationships (Andersson and Wikström 2017 ; Bolat et al. ( 2016 ); branding (Andersson and Wikström 2017 ; Bolat et al. 2016 ), sensing market (Bolat et al. 2016 ) and co-production (Chirumalla et al. 2018 ). Additionally, it was mentioned that some of the B2B companies use social media as a recruiting tool, and tool which helps to collaborate globally (Andersson and Wikström 2017 ; Dyck 2010 ).

It is important for companies to not only use social media to achieve positive business outcomes but also it is important to measure their achievements. As a result, some of the studies focused on the measuring effectiveness of social media (Gazal et al. 2016 ; Michaelidou et al. 2011 ; Vasudevan and Kumar 2018 ). Surprisingly, it was found that not so many companies measure ROI from social media (Gazal et al. 2016 ; Michaelidou et al. 2011 ). The ones who do it mostly use quantitative metrics (number of site visits, number of social network friends, number of comments and profile views) and qualitative metrics (growth of relationships with key audience, audience participation, moving from monologue to dialogue with consumers) (Gazal et al. 2016 ). Some future studies should investigate how ROI influences the strategy of B2B companies over period of time.

The last group of studies focused on social media tools used by B2B companies (Keinänen and Kuivalainen 2015 ; Mehmet and Clarke 2016 ; Yang et al. 2012 ). By using number of social media tools (Social Semiotic Multimodal) companies are able to improve their analysis of social media communications and identify their future consumers based on their user relationships. Studies investigating barriers and factors adoption of various social media tools by B2B companies are needed.

After reviewing studies on b2B social media, weight analysis was performed. Based on the results of weight analysis the conceptual model for future studies was proposed (Fig.  2 ). It is important to note that a limited number of studies focused and empirically tested factors affecting the adoption, use, and effect of social media. As a result, identified factors were considered as experimental (examined less than five times). It is too early to label these experimental predictors as worst or best, thus their further investigation is encouraged.

Social media impact on digital transformation and sustainable societies

Additionally, our review of the literature on B2B social media identified dominant research methods used by scholars. Qualitative and quantitative techniques were used by most of these studies. Closer analysis of 70 publications reviewed in this study revealed the multiple techniques applied for gathering data. Quantitative methods used in the studies mostly used surveys (see Table 4 ).

The data was mostly gathered from salespersons, managers and data from social media platforms (e.g. Twitter, Facebook). Just a limited number of studies employed consumer reported data (see Table 5 ).

On the other hand, publications using qualitative methods mainly used interviews and web scraping for the collection of the required data. To analyse the data studies used a variety of techniques including SEM, regression analysis and content analysis being one of the most used (see Table 6 ).

5.1 Digital Transformation and Sustainability Model

Based on the conducted literature review and adapting the model by Pappas et al. ( 2018 ) Fig. 2 presents the digital transformation and sustainability model in the context of B2B companies, which conceptualise the social media ecosystems, and the factors that need to collaborate to enable the use of social media towards the achievement of digital transformation and the creation of sustainable societies. The model comprises of social media stakeholders, the use of social media by B2B companies, and effect of social media on business and society.

5.1.1 Social Media Stakeholders

Building on the discussion and model provided by Pappas et al. ( 2018 ), this paper posits that the social media ecosystem comprises of the data stakeholders (company, society), who engage on social media (posting, reading, using information from social media). The use of social media by different stakeholders will lead to different effects affecting companies, customers and society. This is an iterative process based on which the stakeholders use their experience to constantly improve and evolve their use of social media, which has impacts on both, business and society. The successful implementation of this process is key to digital transformation and the creation of sustainable societies. Most of the current studies (Andersson et al. 2013 ; Bernard 2016 ; Bolat et al. 2016 ; Denktaş-Şakar and Sürücü 2018 ; Dyck 2010 ; Guesalaga 2016 ) focus mostly on the company as a stakeholder. However, more research is needed on other types of stakeholders (e.g. society).

5.1.2 Use of Social Media by B2B Companies

Social media affects not only ways how companies connect with their clients, but it is also changing their business models, the way how the value is delivered and profit is made. To successfully implement and use social media, B2B companies need to consider various social media tools, antecedents/barriers of its adoption, identify suitable social media strategies which are in line with the company’s overall strategy, and measure effectiveness of the use of social media. There are various factors that affect the use of social media by B2B companies. The study found that social media usage is influenced by perceived ease of use, adoption of social media, attitude towards social media and age of salesperson.

The majority of the studies focus on the management of the marketing department. However, digital transformation is much bigger than just marketing as it encompasses the entire organisation. As a result, future studies should look like the entire organisation and investigate barriers and factors affecting the use of social media.

It is crucial for companies to design content which will be noticed on social media by their potential, actual and former customers. Social media content should be interesting and offer some beneficial information, rather than just focus on services the company provides. Companies could use fresh views on relevant industry news, provide information how they are contributing to society and environment, include humour in their posts, share information about the team, make it more personal. It is also useful to use images, infographics, and video content.

It is also important for companies to measure digital marketing actions. More studies are needed on how to isolate the impact of specific media marketing actions to demonstrate their impact on the desired business outcomes (Salo 2017 ). Thus, future studies can consider how particular social media channels (e.g. Facebook, LinkedIn) in a campaign of a new product/ service influence brand awareness and sales level. Also, a limited number of studies discussed the way B2B companies can measure ROI. Future research should investigate how companies can measure intangible ROI, such as eWOM, brand awareness, and customer engagement (Kumar and Mirchandani 2012 ). Also, future research should investigate the reasons why most of the users do not assess the effectiveness of their SNS. Furthermore, most of the studies focused on likes, shares, and comments to evaluate social media engagement. Future research should focus on other types of measures. More research needs considering the impact of legislation on the use of social media by companies. Recent B2B studies did not consider recent legislation (General Data Protection Regulation 2018 ) in the context B2B (Sivarajah et al. 2019 ).

5.1.3 Effect of Social Media on Business and Society

Social media plays an important part in the company’s decision-making process. Social media can bring positive changes into company, which will result in improving customer satisfaction, value creation, increase in sales, building relationships with customers, knowledge creation, improve the perception of corporate credibility, acquisition of new customers, and improve employment brand engagement. Using information collected from social media can help companies to have a set of reliable attributes that comprise social, economic and environmental aspects in their decision-making process (Tseng 2017 ). Additionally, by using social media B2B companies can provide information to other stakeholders on their sustainability activities. By using data from social media companies will be able to provide products and services which are demanded by society. It will improve the quality of life and result in less waste. Additionally, social media can be considered as a tool that helps managers to integrate business practices with sustainability (Sivarajah et al. 2019 ). As a result, social media use by B2B companies can lead to business and societal changes.

A limited number of studies investigated the effect of social media on word of mouth communications in the B2B context. Future research should investigate the differences and similarities between B2C and B2B eWOM communications. Also, studies should investigate how these types of communications can be improved and ways to deal with negative eWOM. It is important for companies to respond to comments on social media. Additionally, future research should investigate its perceived helpfulness by customers.

Majority of studies (Agnihotri et al. 2016 ; Ancillai et al. 2019 ; Rossmann and Stei 2015 ; Agnihotri et al. 2012 ; Agnihotri et al. 2017 ; Itani et al. 2017 ; Salo 2017 ; Bhattacharjya and Ellison 2015 ; Gáti et al. 2018 ; Gruner and Power 2018 ; Hollebeek 2019 ) investigated positive effect of social media such consumer satisfaction, consumer engagement, and brand awareness. However, it will be interesting to consider the dark side of social media use such as an excessive number of requests on social media to salespeople (Agnihotri et al. 2016 ), which can result in the reduction of the responsiveness; spread of misinformation which can damage the reputation of the company.

Studies were performed in China (Lacka and Chong 2016 ; Niedermeier et al. 2016 ), the USA (Guesalaga 2016 ; Iankova et al. 2018 ; Ogilvie et al. 2018 ), India (Agnihotri et al. 2017 ; Vasudevan and Kumar 2018 ), the UK (Bolat et al. 2016 ; Iankova et al. 2018 ; Michaelidou et al. 2011 ). It is strongly advised that future studies conduct research in other countries as findings can be different due to the culture and social media adoption rates. Future studies should pay particular attention to other emerging markets (such as Russia, Brazil, and South Africa) as they suffer from the slow adoption rate of social media marketing. Some companies in these countries still rely more on traditional media for advertising of their products and services, as they are more trusted in comparison with social media channels (Olotewo 2016 ). The majority of studies investigate the effect of social media in B2B or B2C context. Future studies should pay attention to other contexts (e.g. B2B2B, B2B2C). Another limitation of the current research on B2B companies is that most of the studies on social media in the context of B2B focus on the effect of social media use only on business outcomes. It is important for future research to focus on societal outcomes.

Lastly, most of the studies on social media in the context of B2B companies use a cross-sectional approach to collect the data. Future research can use the longitudinal approach in order to advance understanding of social media use and its impact over time.

5.2 Research Propositions

Based on the social media research in the context of B2B companies and the discussion above the following is proposed, which could serve as a foundation for future empirical work.

Social media is a powerful tool to deliver information to customers. However, social media can be used to get consumer and market insights (Kazienko et al. 2013 ). A number of studies highlighted how information obtained from a number of social media platforms could be used for various marketing purposes, such as understanding the needs and preferences of consumers, marketing potential for new products/services, and current market trends (Agnihotri et al. 2016 ; Constantinides et al. 2008 ). It is advised that future research employs a longitudinal approach to study the impact of social media use on understanding customers. Therefore, the following proposition can be formulated:

Proposition 1

Social media usage of B2B companies has a positive influence on understanding its customers.

By using social media companies can examiner valuable information on competitors. It can help to understand competitors’ habits and strategies, which can lead to the competitive advantage and help strategic planning (Dey et al. 2011 ; Eid et al. 2019 ; Teo and Choo 2001 ). It is advised that future research employs a longitudinal approach to study the impact of social media use on understanding its competitors. As a result, using social media to understand customers and competitors can create business value (Mikalef et al. 2020a ) for key stakeholders and lead to positive changes in the business and societies. The above discussion leads to the following proposition:

Proposition 2

Social media usage of B2B companies has a positive influence on understanding its competitors.

Proposition 3

Culture influences the adoption and use of social media by B2B companies.

Usage of social media can result in some positive marketing outcomes such as building new customer relationships, increasing brand awareness, and level of sales to name a few (Agnihotri et al. 2016 ; Ancillai et al. 2019 ; Dwivedi et al. 2020 ; Rossmann and Stei 2015 ). However, when social media is not used appropriately it can lead to negative consequences. If a company does not have enough resources to implement social media tools the burden usually comes on a salesperson. A high number of customer inquiries, the pressure to engage with customers on social media, and monitor communications happening on various social media platforms can result in the increased workload of a salesperson putting extra pressure (Agnihotri et al. 2016 ). As a result, a salesperson might not have enough time to engage with all the customers online promptly or engage in reactive and proactive web care. As a result, customer satisfaction can be affected as well as company reputation. To investigate the negative impact of social media research could apply novel methods for data collection and analysis such as fsQCA (Pappas et al. 2020 ), or implying eye-tracking (Mikalef et al. 2020b ). This leads to the following proposition:

Proposition 4

Inappropriate use of social media by B2B companies has a negative effect on a) customer satisfaction and b) company reputation.

According to Technology-Organisation-Environment (TOE) framework environmental context significantly affects a company’s use of innovations (Abed 2020 ; Oliveira and Martins 2011 ). Environment refers to the factors which affect companies from outside, including competitors and customers. Adopting innovation can help companies to change the rules of the competition and reach a competitive advantage (Porter and Millar 1985 ). In a competitive environment, companies have a tendency to adopt an innovation. AlSharji et al. ( 2018 ) argued that the adoption of innovation can be extended to social media use by companies. A study by AlSharji et al. ( 2018 ) by using data from 1700 SMEs operating in the United Arab Emirates found that competitive pressure significantly affects the use of social media by SMEs. It can be explained by the fact that companies could feel pressure when other companies in the industry start adopting a particular technology and as a result adopt it to remain competitive (Kuan and Chau 2001 ). Based on the above discussion, the following proposition can be formulated:

Proposition 5

Competitive pressure positively affects the adoption of social media by B2B companies.

Companies might feel that they are forced to adopt and use IT innovations because their customers would expect them to do so. Meeting customers’ expectations could result in adoption of new technologies by B2B companies. Some research studies investigated the impact of customer pressure on companies (AlSharji et al. 2018 ; Maduku et al. 2016 ). For example, a study by Maduku et al. ( 2016 ) found that customer pressure has a positive effect on SMEs adoption of mobile marketing in the context of South Africa. Future research could implement longitudinal approach to investigate how environment affects adoption of social media by B2B companies. This leads to the formulation of the following proposition:

Proposition 6

Customer pressure positively affects the adoption of social media by B2B companies.

6 Conclusion

The aim of this research was to provide a comprehensive systematic review of the literature on social media in the context of B2B companies and propose the framework outlining the role of social media in the digital transformation of B2B companies. It was found that B2B companies use social media, but not all companies consider it as part of their marketing strategies. The studies on social media in the B2B context focused on the effect of social media, antecedents, and barriers of adoption of social media, social media strategies, social media use, and measuring the effectiveness of social media. Academics and practitioners can employ the current study as an informative framework for research on the use of social media by B2B companies. The summary of the key observations provided from this literature review is the following: [i] Facebook, Twitter, and LinkedIn are the most famous social media platforms used by B2B companies, [ii] Social media has a positive effect on customer satisfaction, acquisition of new customers, sales, stakeholder engagement, and customer relationships, [iii] In systematically reviewing 70 publications on social media in the context of B2B companies it was observed that most of the studies use online surveys and online content analysis, [iv] Companies still look for ways to evaluate the effectiveness of social media, [v] Innovativeness, pressure from stakeholders, perceived usefulness, and perceived usability have a significant positive effect on companies’ adoption to use social media, [vi] Lack of staff familiarity and technical skills are the main barriers that affect the adoption of social media by B2B, [vii] Social media has an impact not only on business but also on society, [viii] There is a dark side of social media: fake online reviews, an excessive number of requests on social media to salespeople, distribution of misinformation, negative eWOM, [ix] Use of social media by companies has a positive effect on sustainability, and [x] For successful digital transformation social media should change not only the way how companies integrate it into their marketing strategies but the way how companies deliver values to their customers and conduct their business. This research has a number of limitations. First, only publications from the Scopus database were included in literature analysis and synthesis. Second, this research did not use meta-analysis. To provide a broader picture of the research on social media in the B2B context and reconcile conflicting findings of the existing studies future research should conduct a meta-analysis (Ismagilova et al. 2020c ). It will advance knowledge of the social media domain.

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Dwivedi, Y.K., Ismagilova, E., Rana, N.P. et al. Social Media Adoption, Usage And Impact In Business-To-Business (B2B) Context: A State-Of-The-Art Literature Review. Inf Syst Front 25 , 971–993 (2023). https://doi.org/10.1007/s10796-021-10106-y

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Religious Worship Attendance in America: Evidence from Cellphone Data

Religious worship is integral to the lives of millions of Americans, and has increasingly been shown to be an important driver of important economic outcomes . To date, most studies on religion have relied on surveys where respondents self-report their worship, potentially limiting the reliability of results. In this paper, the author uses anonymized location data from smartphones to provide a descriptive analysis of religious worship attendance in the United States.  

The author uses geolocation data from Veraset, a company that provides de-identified geospatial data for millions of smartphones in the United States. He narrows his sample to the roughly 2.1 million cellphones that generate consistent location data over a one-year period between April 2019 and February 2020. The author shows that his sample is reasonably representative of the broader population and can therefore be used to make estimates about religious behavior for the full country. He discovers the following concerning religious worship attendance in the United States:

• Seventy-three percent of people step into a religious place of worship at least once during the year on the primary day of worship (e.g. Sundays for most Christian churches). However, only 5% of Americans attend services “weekly,” far fewer than the roughly 22% who report they do so in surveys.  
• The number of occasional versus frequent attenders varies substantially by religion. Members of some religions, such as Latter-day Saints and Jehovah’s Witnesses, have a relatively high fraction of members who are weekly attenders, while members of other religions, such as Catholics and Jews, have a relatively low fraction of members who are weekly attenders.  
• Approximately 45 million Americans attend worship services in a typical week. There is limited week-to-week variation/seasonality in attendance, with holidays being the major exceptions. Easter Sunday and Christmas, for example, have nearly 50% greater religious attendance than a typical week.
• Start times and duration of attendance differ meaningfully across religious traditions. There is extreme consistency/uniformity in some religions both in terms of start times and durations (Muslims, Latter-day Saints, and Jehovah’s Witnesses) while other religions are much less uniform (Buddhists and Hindus).  
• Religious individuals have very similar income to non-religious individuals ($79k versus $80k). However, individuals that attend weekly have slightly lower incomes ($74k) than less-frequent attenders ($78k) and never attenders ($80k).  
• Cold temperatures and precipitation on the day of service lead to less attendance.  
• The intensity of religious observance correlates with a host of other activities. For example, relative to non-attenders and infrequent attenders, frequent religious attenders are less likely to go to strip clubs, liquor stores, and casinos.  

This research paints a newly detailed picture of religious worship attendance in the United States. Even though the author finds that the frequency of religious worship visits is lower than claimed in surveys, he still shows that approximately 45 million Americans spend more than an hour each week attending religious worship, underscoring the important role of religion in American life. By releasing new granular measures of religious attendance, the author hopes to support future research on some of the most important questions related to religion, such as what leads to increased or decreased religiosity and how religiosity impacts peoples’ attitudes and behaviors.

More on this topic

When Product Markets Become Collective Traps: The Case of Social Media

Title: Topic text detection by clustering algorithm for social network media

Authors : Sha Sha

Addresses : Department of Qi Yue Media, Cangzhou Normal University, Cangzhou, Hebei 061001, China

Abstract : The advent of the internet era has promoted the development of social network media, making the number of people active in these social network platforms greatly increase, and the resulting large amount of data and information makes the fast location retrieval of topics of interest a problem. This paper detected topic texts of social network media by the modified particle swarm optimisation-based K-means (MPSO-means) clustering algorithm to achieve topic text clustering effect and alleviate the problem of inconvenience caused by information overload. The results of the study showed that the clustering results of short texts showed a trend of outperforming long texts; and the MPSO-means algorithm was closer to 1 than the other two algorithms in the values of silhouette coefficient, clustering purity, and homogeneity, with better clustering effect, and also consumed the shortest time in detection, only 1,196 s.

Keywords : text clustering; social network media; topic text; modified particle swarm optimisation-based K-means.

DOI : 10.1504/IJNVO.2024.138480

International Journal of Networking and Virtual Organisations, 2024 Vol.30 No.3, pp.246 - 256

Received: 07 Aug 2023 Accepted: 10 Oct 2023 Published online: 07 May 2024 *

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Poll: Biden and Trump supporters sharply divided by the media they consume

Supporters of President Joe Biden and former President Donald Trump are sharply divided across all sorts of lines, including the sources they rely on to get their news, new data from the NBC News poll shows.

Biden is the clear choice of voters who consume newspapers and national network news, while Trump does best among voters who don’t follow political news at all. 

The stark differences help highlight the strategies both candidates are using as they seek another term in the White House — and shed some light on why the presidential race appears relatively stable.

The poll looked at various forms of traditional media (newspapers, national network news and cable news), as well as digital media (social media, digital websites and YouTube/Google). Among registered voters, 54% described themselves as primarily traditional news consumers, while 40% described themselves as primarily digital media consumers. 

Biden holds an 11-point lead among traditional news consumers in a head-to-head presidential ballot test, with 52% support among that group to Trump’s 41%. But it’s basically a jump ball among digital media consumers, with Trump at 47% and Biden at 44%. 

And Trump has a major lead among those who don’t follow political news — 53% back him, and 27% back Biden. 

“It’s almost comic. If you’re one of the remaining Americans who say you read a newspaper to get news, you are voting for Biden by 49 points,” said Republican pollster Bill McInturff, who conducted the poll alongside Democratic pollster Jeff Horwitt.

The trends also extend to other questions in the poll. There's a significant difference in how traditional news consumers view Biden, while digital news consumers are far more in line with registered voters overall.

More primarily traditional news consumers have positive views of Biden (48%) than negative ones (44%). Among primarily digital news consumers, 35% view Biden positively, and 54% view him negatively. Vice President Kamala Harris' positive ratings show a similar divide, while Trump is viewed similarly by news consumers of both stripes.

And although the sample size is small, those who don't follow political news feel more positively about Trump and independent presidential candidate Robert F. Kennedy Jr. and more negatively about Biden.

Trump’s lead among those not following political news caught Horwitt’s eye amid Trump's trial on charges related to allegations he paid hush money to quash news of an alleged affair from coming out during the heat of his 2016 presidential campaign and as he faces legal jeopardy in other cases that consistently make news. 

“These are voters who have tuned out information, by and large, and they know who they are supporting, and they aren’t moving,” Horwitt said. 

“That’s why it’s hard to move this race based on actual news. They aren’t seeing it, and they don’t care,” he continued.

Third-party candidates also do well with this chunk of the electorate — a quarter of the 15% who say they don’t follow political news choose one of the other candidates in a five-way ballot test that includes Kennedy, Jill Stein and Cornel West. Third-party supporters also make up similar shares of those who say they get their news primarily from social media and from websites.

But voting behavior among those groups suggests that Biden's stronger showing with those traditional media consumers puts him ahead with a more reliable voting bloc.

Of those polled who could be matched to the voter file, 59% of those who voted in both 2020 and 2022 primarily consume traditional media, 40% primarily consume digital media, and just 9% don't follow political news. (The percentages add up to more than 100% because some people chose media platforms across multiple categories.)

Those who voted less frequently were more likely to say they don’t follow political news: 19% of those who voted in the last presidential election but not in 2022 and 27% who voted in neither of the last two elections say they don't follow political news.

The NBC News poll of 1,000 registered voters nationwide — 891 contacted via cellphone — was conducted April 12-16, and it has an overall margin of error of plus or minus 3.1 percentage points.

Ben Kamisar is a national political reporter for NBC News.